Article Per Year (5 Year)
p-Index From 2021 - 2026
2.589
P-Index
This Author published in this journals
All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Buletin Poltanesa Media Ekonomi National Conference on Applied Business, Education & Technology (NCABET) JGK (Jurnal Guru Kita) Jurnal Administrasi Profesional Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Komunikasi Indonesia KOPEMAS
Firdaus, Risya Zahrotul
Politeknik Negeri Jakarta
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

Published : 16 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 16 Documents
Search

 1   2 
Pemanfaatan TikTok sebagai Media Pemasaran Brand Fashion Arkline untuk Menarik Konsumen Gen Z Erwin Permana; Najma Nury; Sabrina Oktavia; Risya Zahrotul Firdaus
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1479

Abstract

Local fashion brands in Indonesia are increasingly favored by consumers due to their affordable prices and competitive quality compared to imported products. A key strategy for gaining market share is digital marketing, especially through TikTok. This study analyzes the sales growth strategy of Arkline, a local fashion brand that successfully utilizes TikTok for marketing. Using a descriptive qualitative approach, data were collected from official digital sources. The findings reveal that TikTok is highly effective in reaching Gen Z, who prefer visual and interactive content. Arkline's strategies include creating trend-based videos, engaging with audiences via TikTok Live, and collaborating with popular influencers. These efforts enhance brand awareness, strengthen audience engagement, and drive purchase decisions. The TikTok Shop feature also facilitates in-app purchases, leading to higher sales conversions. Overall, TikTok proves to be a powerful marketing tool for Arkline in building closer relationships with consumers, expanding market reach, and boosting competitiveness. With adaptive strategies aligned with digital trends, local brands can fully leverage TikTok’s potential in the evolving fashion industry.
PERAN STRATEGI KOMUNIKASI KRISIS DALAM MEMITIGASI DAMPAK BRAND SWITCHING DAN PENURUNAN HARGA SAHAM AKIBAT BOIKOT KONSUMEN: Studi Kasus Pada Starbucks Nurdina, Hana; Zahrotul Firdaus, Risya; Ella Nilla Chandra, Yanita; Jati Saputro, Restu; Kurniasari, Ratri; Puspitasari, Nuria
Jurnal Administrasi Profesional Vol 6 No 1 (2025): Jurnal Administrasi Profesional
Publisher : Jurusan Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/jap.v6i1.7569

Abstract

The contemporary digital era has fundamentally transformed the business communication landscape, where consumers possess significant power in shaping brand reputation through social media. Starbucks Corporation faced massive boycott waves triggered by political position controversies in late 2023, resulting in market value losses of 11 billion US dollars. This study aims to comprehensively analyze the role of crisis communication strategies in mitigating the impact of Brand Switching and stock price decline due to consumer boycotts using Starbucks as a case study objectThe research employed a quantitative approach with case study design, involving 384 respondents aged 18-30 years through purposive sampling. Research instruments consisted of structured questionnaires with Likert scale 1-5, analyzed using Structural Equation Modeling (SEM) and multiple regression analysis. Results showed low effectiveness of Starbucks' crisis communication (score 2.34/5), with Brand Switching intention reaching 68.2%. Significant negative correlations were found between crisis communication effectiveness with Brand Switching (r = -0.672) and stock volatility (r = -0.445). Maximum stock price decline reached 9.47% with market capitalization falling by 11.2 billion USD. Starbucks' reactive and defensive crisis communication strategy failed to mitigate boycott impacts. Development of crisis communication playbook emphasizing proactive engagement and transparency is recommended, along with implementation of early detection systems based on real-time sentiment analysis.
The Influence of Price Perception and Service Quality on Customer Satisfaction of Maxim Application Putra, Haris Satria; Wartiningsih , Endah; Anggraeni, Anggun Putri; Sofa, Nidia; Firdaus, Risya Zahrotul; Latianingsih, Nining
Poltanesa Vol 25 No 2 (2024): December 2024
Publisher : P3KM Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tanesa.v25i2.3169

Abstract

This study aims to analyze the influence of price perception and service quality on Customer satisfaction with the Maxim online transportation application in Depok City. With the rapid growth of online transportation in the Jabodetabek area, particularly in Depok, Maxim has become one of the preferred service providers due to its competitive pricing and numerous promotions. Based on previous research, factors such as service quality, price, and employee service have been shown to positively affect customer satisfaction. In the increasingly competitive online transportation industry, Customer satisfaction is a crucial factor for success. This study focuses on Maxim Customers in Depok, who are identified by their yellow helmets and jackets. According to data from the Central Bureau of Statistics of Depok City in 2020, the city has a population of over 2 million, but there is still limited research on Customer perceptions of Maxim's services in this area. This research uses a quantitative method with a purposive sampling approach, targeting male and female respondents aged 17 to 30 who have used Maxim’s services at least three times, with a sample of 100 respondents, and using the SmartPLS version 4 program. The results indicate that price perception has a positive and significant effect on Customer satisfaction, with a P-value of 0.001 < 0.05 and a path coefficient of 0.324 or 32.4%. Additionally, service quality is also proven to significantly influence Customer satisfaction, with a P-value of 0.000 < 0.05 and a path coefficient of 0.590 or 59%. These findings indicate that both variables—price perception and service quality—play important roles in determining the satisfaction level of Maxim Customers in Depok City. Therefore, online transportation companies are expected to continuously improve service quality and maintain competitive pricing to ensure customer satisfaction amid fierce competition.
The Utilization of Digital Marketing and Entrepreneurial Skills in Enhancing Business Success for MSMEs in Bogor City Yanita Ella Nilla Chandra; Risya Zahrotul Firdaus; Syamsurizal Syamsurizal; Riskon Ginting; Rizka Sakinah; Dewi Rakhmawati
Jurnal Manajemen dan Kewirausahaan Vol. 11 No. 2 (2023): December (2023)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v11i2.11588

Abstract

Indonesia hosts a substantial number of micro, small, and medium enterprises (UMKM), comprising around 99.99% (65.5 million units) of businesses in 2018, as stated by the Ministry of Cooperatives and SMEs. Despite their micro classification, these enterprises play a significant role, contributing about 89.2% to Indonesia's workforce and making vital economic contributions. However, 5.9% of businesses still feel the positive impacts of Covid-19. Among them, resilient businesses (5.9%) adapt by expanding marketing channels, with social media networks being a key strategy for digital marketing communication. To assess the impact of digital marketing and entrepreneurial skills on UMKM success in Bogor City, this study employed a quantitative approach. The questionnaire-based research involved 100 randomly selected participants from a population of 3,845 UMKM business players in Bogor City. Using PLS-SEM analysis, the research scrutinized the integrated framework required for this strategy. Notably, Bogor City, facing a 60% UMKM income decline during the pandemic, served as a focal point. The study utilizes SEM methodology within an explanatory research design to explore the dynamics of UMKM success in the face of contemporary challenges.
The Influence of Perceived Benefits and Security of QRIS Use on Behavioral Intentions Risya Zahrotul Firdaus; Yoshua Ardy Putra; Titik Purwinarti; Yulita Tri Haryani; Arizal Putra Pratama; Ridwan Roy Tutupoho; Ratri Kurniasari; Yanita Ella Nilla Chandra
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.15027

Abstract

The purpose of this study is to find out the development of the use  of Quick Response Code Indonesian Standard (QRIS) as a digital payment method in Indonesia.This study uses the Technology Acceptance Model (TAM) to analyze the acceptance and use of QRIS among users. Data were obtained from literature studies and secondary data related to the development of QRIS in IndonesiaThe findings show that QRIS is well accepted by the general public, especially MSMEs, as a modern, fast, simple, secure, and reliable digital payment method. This is evidenced by a significant increase in the number of users and the value of QRIS transactions in Indonesia.QRIS has become an important part of the digital and financial payment ecosystem in Indonesia.The use of QRIS makes payments easier, faster, and safer for both consumers and business stakeholders, especially MSMEs. Of course, this will support Indonesia's increasingly digitized economy and contribute to the development of the country's digital economy.Further research is needed to explore the long-term impact of the use of QRIS and identify the factors influencing the adoption and use of QRIS in Indonesian society, in line with digitalization trends and changing preferences of business people.The contribution of this research can provide an overview that the use of QRIS as a means of payment can increase the effectiveness and efficiency in the payment system.
Social Media Marketing Role in Building Brand Awareness and Purchase Intention among Generation Z Imas Chandra Pratiwi; Yanita Ella Nilla Chandra; Kathrine; Erlyn Rosalina; Titik Purwinarti; Risya Zahrotul Firdaus
Jurnal Manajemen dan Kewirausahaan Vol. 13 No. 2 (2025): Desember 2025
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v13i2.16398

Abstract

The expansion of digital marketing has prompted innovative marketing strategies among hand and body lotion brands, including Marina as one of the most popular hand and body lotion brands in Indonesia. This study aimed to examine the impact of user-generated content and influencer on the purchase intention of Marina hand and body lotion, both directly and indirectly, through brand awareness among Generation Z in Jakarta. A quantitative study was conducted with 410 participants through purposive sampling. Overall, 5 out of 6 hypotheses were statistically accepted. Influencer was found to have an insignificant effect on the purchase intention of Marina among Gen Z directly. The statistical results indicate that brand awareness serves as a crucial mediating variable between user-generated content and influencer toward purchase intention. The findings indicate that marketing strategies aimed at Gen Z should focus on enhancing user engagement and promoting authentic brand storytelling to increase brand awareness and translate it into purchase intention. This study also presents several suggestions for future research.
Co-Authors Anggraeni, Anggun Putri Arizal Putra Pratama Chandra, Yanita Ella Nilla Dewi Rakhmawati Ella Nilla Chandra, Yanita Endah Wartiningsih Erlyn Rosalina Ernita Dian Puspasari Erwin Permana Farah Khairunnisa Fidyah Putri Husnil Barry Imas Chandra Pratiwi Jati Saputro, Restu Kathrine Kurniasari, Ratri Lieke Putri Najma Nury Narulita Syarweny Nining Latianingsih Nurdina, Hana purwinarti , Titik Puspitasari, Nuria Putra, Haris Satria Ratri Kurniasari Ridwan Roy Tutupoho Riskon Ginting Rizka Sakinah Sabrina Oktavia Sari Monik Agustin Sari Monik Agustin Sofa, Nidia Syamsurizal Syamsurizal Syarweni, Narulita Titik Purwinarti Titik Purwinarti Wartiningsih , Endah Yoshua Ardy Putra Yulita Tri Haryani