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All Journal SALAM: Jurnal Sosial dan Budaya Syar-i Inovator : Jurnal Manajemen Jurnal Simki Economic Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis Journal Research of Social Science, Economics, and Management SWADIMAS: JURNAL PENGABDIAN KEPADA MASYARAKAT Journal of Business and Management Inaba Manager : Jurnal Ilmu manajemen
Suryowati, Budi
Prodi Manajemen, Fakultas Ekonomi Dan Bisnis Universitas Trilogi
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PENGARUH TERHADAP LOYALITAS MINUMAN KEKINIAN DI JAKARTA Lestari, Citra Ayu; Suryowati, Budi
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 12, No 2 (2023): KOMPLEKSITAS EDISI DESEMBER 2023
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol12no2.389

Abstract

One of the current drinks that is currently popular is the HAUS! This research aims to determine the influence of brand image, price, and distribution on customer loyalty directly and indirectly through customer satisfaction as an intervening variable for HAUS! in Jakarta. The number of samples in this research was 100 respondents using nonprobability purposive sampling techniques. Data was collected through distributing questionnaires. The analysis method used is (Structural Equation Modeling-Partial Equation Modeling) SEM-PLS using SmartPLS 3.0 software. The research results show that price and distribution influence customer satisfaction with HAUS!  Brand Image has no effect on Customer Satisfaction with HAUS! Price and distribution do not have a direct effect on loyalty. Brand image has a direct effect on loyalty. Satisfaction does not mediate brand image on customer loyalty. HAUS! Products and satisfaction mediate price and distribution on HAUS! Product customer loyalty. Customer satisfaction influences HAUS!.Salah satu minuman kekinian yang sedang hits di Jakarta adalah produk Haus!. Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Harga, dan Distribusi Terhadap Loyalitas Pelanggan baik secara langsung maupun tidak langsung melalui Kepuasan Pelanggan sebagai Variabel Intervening Produk Haus! di Jakarta. Jumlah sampel yang diambil dalam penelitian ini sebanyak 100 responden dengan menggunakan teknik pengambilan nonprobability purposive sampling, dengan kriteria konsumen yang berdomisili di Jakarta dan pernah membeli minuman Haus! sebanyak minimal dua kali selama 3 bulan terakhir. Data dikumpulkan melalui penyebaran kuesioner. Metode analisis yang digunakan (Structural Equation Modelling-Partial Equation Modelling) SEM-PLS dengan menggunakan software SmartPLS 3.0. Hasil penelitian menunjukkan bahwa Harga dan Distribusi berpengaruh terhadap Kepuasan Pelanggan Produk Haus!  sedangkan Citra Merek tidak berpengaruh terhadap Kepuasan Pelanggan Produk Haus! Harga dan distribusi tidak berpengaruh secara langsung terhadap loyalitas sedang Citra merek berpengaruh secara langsung terhadap Loyalitas.   Kepuasan tidak memediasi citra merek terhadap loyalitas pelanggan Produk Haus! dan kepuasan memediasi harga dan distribusi terhadap loyalitas pelanggan Produk Haus!. Kepuasan pelanggan berpengaruh terhadap loyalitas Produk Haus!
PELATIHAN DAN PENDAMPINGAN PENGELOLAAN PEMASARAN MELALUI TEKNOLOGI DIGITAL DI DESA KALISUREN KECAMATAN TAJURHALANG BOGOR Suryowati, Budi; Pohan, Fanny Suzuda; Hayzavina, Aliesha; Aryani, Putri
SWADIMAS: JURNAL PENGABDIAN KEPADA MASYARAKAT Vol 3, No 1 (2025): SWADIMAS EDISI JANUARI 2025
Publisher : Institut Teknologi dan Bisnis Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/swadimas.vol3no1.716

Abstract

Bogor is a city with economic potential in the Micro, Small, and Medium Enterprises (MSME) sector. However, most entrepreneurs in Bogor have not optimally utilized digital technology to market their products. Based on the survey conducted, it was found that the community is reluctant to use digital media to promote their products, primarily due to a lack of knowledge and skills related to digital marketing. This activity aims to enhance the understanding and skills of MSME actors in using digital technology, mainly social media like Instagram and WhatsApp, as marketing tools. The methods used include lectures, discussions, hands-on practice in using social media, and evaluations through pre-tests and post-tests. The training results showed a significant improvement among participants in understanding digital marketing, with 75% of participants better understanding marketing concepts and 67% understanding digital marketing in greater depth. Additionally, 50% of the participants can now create engaging social media content and plan to implement it in their businesses. This activity is expected to encourage MSME actors to continue utilizing digital technology in developing their businesses.Bogor merupakan kota yang memiliki potensi ekonomi di sektor Usaha Mikro, Kecil, dan Menengah (UMKM). Namun, sebagian besar pelaku usaha di Bogor belum memanfaatkan teknologi digital secara optimal untuk pemasaran produk mereka. Berdasarkan survei yang dilakukan, ditemukan bahwa masyarakat enggan menggunakan media digital dalam promosi produk mereka, sebagian besar karena kurangnya pengetahuan dan keterampilan terkait pemasaran digital. Tujuan dari kegiatan ini adalah untuk meningkatkan pemahaman dan keterampilan pelaku UMKM dalam menggunakan teknologi digital, khususnya media sosial seperti Instagram dan WhatsApp, sebagai alat pemasaran. Metode yang digunakan meliputi ceramah, diskusi, dan praktek langsung penggunaan media sosial, serta evaluasi melalui pre-test dan post-test. Hasil pelatihan menunjukkan peningkatan signifikan pada peserta dalam hal pemahaman pemasaran digital, dengan 75% peserta lebih memahami konsep pemasaran dan 67% memahami digital marketing secara lebih mendalam. Selain itu, 50% peserta kini mampu membuat konten media sosial yang menarik dan berencana untuk menerapkannya dalam bisnis mereka. Kegiatan ini diharapkan dapat mendorong pelaku UMKM untuk terus memanfaatkan teknologi digital dalam mengembangkan usaha mereka.
Study of Cultural Preservation and Protection of Cultural Values through Ethnocentricity of Domestic Products Suryowati, Budi
Manager : Jurnal Ilmu Manajemen Vol. 6 No. 3 (2023): Manager : Jurnal Ilmu Manajemen
Publisher : Universitas Ibn Khaldun Bogor

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Abstract

Globalization influences people's behavior in aspects of life. Changes in people's behavior include lifestyle, one of which is the desire to use foreign products. This research wants to find out how ethnocentric consumers are among Trilogi Uni-versity students, which totals 2,289 students. To assess consumer ethnocentrism using CETSCALE as a measure. Using the Structural Equation Modeling (SEM) method, the results of the study show that their opinions on ethnocentric in the form of protectionism, socio-economic conservatism, and ultra-nationalism affect unwillingness to buy foreign products, and opinions on na-tionalism do not affect unwillingness to buy foreign products
Co-Authors Alifah, Dini Mutia Aryani, Putri Harianti, Ati Hayzavina, Aliesha Irna Febryanty Lestari, Citra Ayu Muhammad Haikal Nur Mila Chofifah Nurhasanah Nurhasanah Pohan, Fanny Suzuda Puspita, Nelly Camelia Seftiono, Hermawan Syihab, Faizah Widhiastuti, Rosalia Nansih Yolanda Yolanda, Yolanda