Garuda - Garba Rujukan Digital

Media Sosial, Pendidikan Kewirausahaan Berdampak terhadap Minat Berusaha Dimensi oleh Inovasi Mahasiswa di Cikarang Prasetyo Harisandi; Fiqih Maria Rabiatul Hariroh; Etty Zuliawati Zed
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 11 No 3 (2023)
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v11i3.852

Abstract: The purpose of this study was to determine the effect of social media, entrepreneurship education and innovation on student interest in doing business in Cikarang. The method used in this research is descriptive method. The research method used in this research is descriptive quantitative. Quantitative descriptive data analysis was carried out using multiple linear regression analysis. Smart PLS (partial least squares). The basic population of this study were students in Cikarang, as many as 108 student respondents, which used a sampling technique in this study. So based on the results of the PLS test that has been done, it can be concluded that all the variable components of social media, entrepreneurship education and innovation have a significant positive influence on student interest in doing business in Cikarang. To deal with current changes, students must improve their abilities in learning online marketing so that they can do business so that they develop quickly and are known everywhere.

Impact of Brand Personality Customer Brand Identification on Brand Loyalty the Mediating Role of Trust Jalaludin, Engga; Dirgantari, Puspo; Hurriyati, Ratih; Prasetyo Harisandi
International Journal of Multidisciplinary Approach Research and Science Том 2 № 01 (2024): International Journal of Multidisciplinary Approach Research and Science
Publisher : PT. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/ijmars.v2i01.436

The main goal of this research is to analyze the direct influence of many variables of brand personality, customer’s brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying conciliator on the connection between brand personality variables, brand identification and brand loyalty. Hypotheca-deductive method is utilized in this research. The sampling technique uses a purposive sampling technique where the subjects of this study are fashion customers of ZARA, and lives in the Special Capital Region of Jakarta. The research results state that: 1). Brand personality has a positive and remarkable effect on brand loyalty. 2). Brand personality has a noteworthy impact on trust positively 3). Customer’s brand identification has zero influence on brand loyalty 4). Customer brand identification has a positive and remarkable effect on trust 5). Trust has a good and noteworthy effect on brand loyalty 6). Thus, the varying trust mediates the connection between brand personality and brand loyalty. The same results shows that varying trust has a conciliating impact on the connection between varying customer brand identification and brand loyalty.

THE INFLUENCE OF PRICE, SERVICE QUALITY AND PRODUCT QUALITY ON CUSTOMER SATISFACTION AT BOUQUET.FILI STORE CIKARANG. Firli Nurul Fajri; Prasetyo Harisandi; Yahya, Adibah
Jurnal Industri Kreatif dan Kewirausahaan Vol 8 No 1 (2025): Jurnal Industri Kreatif dan Kewirausahaan JUNE 2025
Publisher : Universitas Sahid

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36441/kewirausahaan.v8i1.3036

This study aims to analyze the influence of price, service quality, and product quality on customer satisfaction at Store Bouquet.fili in Cikarang. The research is motivated by the increasing trend of gifting bouquets for various celebrations and the high level of competition in the bouquet industry, which requires business owners to deliver both innovation and excellent service. This is a descriptive quantitative research that collected data through questionnaires from 75 respondents who had previously made transactions at Store Bouquet.fili. The data was analyzed using SmartPLS4 through validity and reliability testing, followed by path analysis to determine variable relationships. The results show that price has a positive but not significant effect on customer satisfaction. On the other hand, service quality and product quality both have a positive and significant influence on customer satisfaction. Therefore, it is recommended that Store Bouquet.fili continues to enhance service and product quality as a key strategy to maintain customer loyalty and satisfaction. Future research is advised to include other variables such as promotion or brand image to obtain a more comprehensive understanding.

The Influence of Brand Awareness, Influencers, and Product Quality on Purchase Intention of Skintific Skincare Products on Tiktok Social Media Nisa Zhafira; Prasetyo Harisandi; Yahya, Adibah
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to examine the effect of brand awareness, influencers, and product quality on consumer purchase intention towards Skintific skincare products on TikTok social media. The research method used is quantitative with a descriptive approach, and data collection was carried out through questionnaires to Skintific product users. The results of the analysis using SmartPLS showed that the three independent variables had a significant effect on purchase intention, with a path coefficient value for brand awareness of 0.45 (p <0.01), for influencers of 0.35 (p <0.05), and for product quality of 0.40 (p <0.01). The R-Square value of 0.685 indicates that the model built has strong predictive ability, explaining 68.5% of the variance in purchase intention. This study provides policy implications that the integration of effective digital marketing strategies through TikTok by strengthening brand awareness, influencer collaboration, and improving product quality can increase purchasing interest and competitiveness of Skintific products. The contribution of this study not only enriches the literature on digital marketing but also provides practical guidance for marketers in designing more effective strategies.

PEMBERDAYAAN DAN PEMASARAN PRODUK UMKM KAB.BEKASI MELALUI BAZAR UMKM yuningsih, nining; Asral; Prasetyo Harisandi
Jurnal Pengabdian Bersama Masyarakat Indonesia Vol. 1 No. 1 (2023): Januari : Jurnal Pengabdian Bersama Masyarakat Indonesia
Publisher : CV. Aksara Global Akademia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59031/jpbmi.v1i1.39

Usaha Mikro, Kecil, dan Menengah (UMKM) terbukti memberikan kontribusi bagi perekonomian Indonesia. Permasalahan pada UMKM adalah keterbatasan modal kerja, kapasistas sumber daya manusia yang sangat rendah dan minimnnya penguasaan ilmu pengetahuan dan teknologi yang secara umum berdampak pada prospek usaha. Tujuan penelitian ini adalah pelaku usaha mengetahui starategi yang tepat dalam menjalankan bisnis/usaha, dapat berkomunikasi dengan masyarakat, dan mengetahui bagaimana cara mempromosikan suatu produk agar dapat terjual. Selain itu membangun relasi dan jejaring social dengan pelaku UMKM lainnya.

Pengaruh Perceived Usefulness, Perceived Ease Of Use Dan Trust Terhadap Kepuasan Pengguna Qris Bagi Pelaku Usaha Umkm Kab. Bekasi Mika Evanggelina Manurung; Prasetyo Harisandi; Adibah Yahya
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 2 (2025): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i2.6392

The purpose of this study was to determine the effect of perceived usability, perceived ease of use, and trust on Qris user satisfaction for MSMEs in Bekasi Regency. The population in this study were MSMEs in Bekasi Regency. Data collection used a questionnaire, using a Likert scale. This study took 100 respondents. The data analysis used was the validity and reliability test of the instrument, the classical assumption test, the multiple linear regression analysis test, the hypothesis test, and the coefficient of determination test. The data processing tool used Smart Pls version 4 for Windows. The results of this study indicate that perceived ease of use has an effect on user satisfaction. Perceived usefulness has no effect on user satisfaction. Trust has an effect on user satisfaction. And together perceived usefulness, perceived ease of use, and trust have an effect on user satisfaction

The Influence of Brand Awareness, Influencers, and Product Quality on Purchase Intention of Skintific Skincare Products on Tiktok Social Media Nisa Zhafira; Prasetyo Harisandi; Yahya, Adibah
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 1 (2025): Islamic Finance and Management
Publisher : Department of Sharia Economics Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study aims to examine the effect of brand awareness, influencers, and product quality on consumer purchase intention towards Skintific skincare products on TikTok social media. The research method used is quantitative with a descriptive approach, and data collection was carried out through questionnaires to Skintific product users. The results of the analysis using SmartPLS showed that the three independent variables had a significant effect on purchase intention, with a path coefficient value for brand awareness of 0.45 (p <0.01), for influencers of 0.35 (p <0.05), and for product quality of 0.40 (p <0.01). The R-Square value of 0.685 indicates that the model built has strong predictive ability, explaining 68.5% of the variance in purchase intention. This study provides policy implications that the integration of effective digital marketing strategies through TikTok by strengthening brand awareness, influencer collaboration, and improving product quality can increase purchasing interest and competitiveness of Skintific products. The contribution of this study not only enriches the literature on digital marketing but also provides practical guidance for marketers in designing more effective strategies.

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