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Journal : SENMEA

PENGARUH INFLUENCER ENDORSE, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE THE ORIGINOTE DI KOTA KEDIRI Ningtias, Ikfa Ni'matul Chusna; Istiasih, Hermin; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 9 (2024): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2024
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Penelitian ini mempunyai tujuan guna menganalisis dampak influencer endorse, citra merek, serta persepsi harga kepada keputusan pembelian produk skincare The Originote di Kota Kediri. Metode yang dipergunakan ialah pendekatan kuantitatif memakai jenis penelitian asosiatif kausal. Sampel penelitian tersusun atas 96 responden, yang merupakan konsumen The Originote di Kota Kediri, dipilih mempergunakan metode snowball sampling. Pengumpulan data dikerjakan melalui kuesioner yang diberikan melalui online mempergunakan Google Form. Teknik analisis data meliputi uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, koefisien determinasi, juga uji t serta uji f yang diolah mempergunakan SPSS versi 23. Perolehan penelitian menunjukkan bahwasannya influencer endorse, citra merek, serta persepsi harga berdampak signifikan, baik secara parsial ataupun simultan, kepada keputusan pembelian produk The Originote.
PENGARUH STRATEGI PROMOSI, KUALITAS PELAYANAN, DAN KUALITAS PRODUK DALAM MENINGKATKAN MINAT BELI KONSUMEN PADA ALFAMART TULUNGAGUNG Nofita, Arma Nurhalizah; Istiasih, Hermin; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 9 (2024): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2024
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana kualitas produk, layanan, dan strategi promosi berdampak pada minat beli pelanggan di Alfamart Tulungagung. Penelitian ini menerapkan pendekatan kuantitatif. Empat puluh pelanggan Alfamart Batangsaren digunakan dalam penelitian ini. Hasil penelitian adalah sebagai berikut: variabel pengaruh strategi promosi (X1) terhadap minat pembelian (Y) dengan cara uji-t dengan nilai signifikansi 0,001 di bawah 0,05; variabel kualitas layanan (X2) terhadap minat pembelian (Y) sebagian menunjukkan nilai signifikansi 0,003 di bawah 0,05; dan variabel kualitas produk (X3) terhadap bunga pembelian (Y) melalui uji-t menunjukkan nilai signifikansi 0,000 di bawah 0,05
ANALISIS STRATEGI PENGEMBANGAN UMKM MELALUI BUSINESS MODEL CANVAS (STUDI KASUS: WARUNG BAROKAH MBAH YUL) Astriya Adinda Anggraini, Puji; Damayanti, Susi; Istiasih, Hermin
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 9 (2024): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2024
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Penelitian ini dilatar belakangi adanya persaingan ketat dalam bisnis, perubahan perilaku konsumen, perubahan teknologi dan kurangnya akses pasar. Maka penelitian ini bertujuan untuk mengetahui model UMKM Warung Mbah Yul jika dilihat menggunakan BMC dan mengetahui strategi apa yang tepat untuk mengembangkan usahanya. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Objek pada penelitian ini adalah UMKM Warung Barokah Mbah Yul yagn berada di Dusun Djengkol, Desa Plosokidul, Kecamatan Plosoklaten, Kabupaten Kediri. Sumber data primer dan sekunder. Prosedur pengumpulan data melalui wawancara, observasi, dan dokumentasi. Teknik analisis data yaitu menggunakan reduksi data, penyajian data penarikan kesimpulan. Hasil dari penelitian ini, Warung Barokah Mbah Yul dalam aspek BMC meliputi 9 building blocks yaitu customer segment, value propositions, channel, customer relationship, revenue streams, key activities, key partnership, cost structure, dan key resources telah menggambarkan kondisi usaha saat ini. Analisis Business Model Canvas membantu dalam mengenali lingkungan usaha, membangun model bisnis yang terhubung, dan mengidentifikasi kebutuhan pengembangan lebih lanjut. Studi ini memberikan wawasan yang berharga bagi UMKM Warung Barokah Mbah Yul dalam mengembangkan strategi bisnis yang berkelanjutan dan sukses
Pengaruh Social Media Influencer Dan Content Marketing Terhadap Keputusan Pembelian Di Cafe Kana Eatery Labu, Clara Putri Yedina; Istiasih, Hermin; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 9 (2024): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2024
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Penelitian ini dilatarbelakangi oleh perkembangan teknologi pada saat ini tetapi terdapat masalah yaitu sulitnya untuk mengukur secara akurat dampak social media influencer sekaligus content marketing bagi keputusan pembelian. Kajian ini mempunyai tujuan, yakni: memahami bagaimana dampak social media influencer bagi keputusan pembelian, bagaimana dampak content marketing bagi keputusan pembelian, bagaimana dampak social media influencer sekaligus content marketing bagi keputusn pembelian. Peneliti menggunakan pendekatan kuantitatif. Konsumen Cafe Kana Eatery dijadikan sebagai populasi penelitian. Peneliti menetapkan 97 responden. Random sampling tergolong ke dalam jenis penentuan sampel serta sejumlah aturan ciri-ciri yang sudah ditentukan oleh peneliti. Cara yang dimanfaatkan oleh peneliti, yakni: penyebaran angket melalui google form ditujukan untuk responden. Adapun sumber data berupa data primer sekaligus data sekunder. Teknik mengumpulkan data, yakni: kuisioner (angket). Hasil atas riset ini diperlihatkan oleh uji analisis linear berganda Y= 7,999 + -0,097 X1 + 0,386 X2 ,yang menunjukkan bahwa social media influencer berdampak positif tetapi tidak signifikan bagi keputusan pembelian. Sementara itu, content marketing berdampak positif sekaligus signiikan bagi keputusan pembelian. Kesimpulan hasil riset meliputi: (1) Social Media Influencer berdampak positif tetapi tidak signifikan bagi keputusan pembelian karena responden lebih tertarik kepada konten promosi yang ditampilkan pada media sosial daripada orang/influencer yang membuat video promosi tersebut (2) Content Marketing berdampak positif sekaligus signifikan bagi keputusan pembelian (3) Social Media Influencer sekaligus Content Marketing berdampak positif sekaligus signifikan bagi keputusan pembelian
STRATEGI PEMASARAN MELALUI SOCIAL MEDIA INSTAGRAM DAN TIKTOK UNTUK MENINGKATKAN PENJUALAN Amalia, Lahmirza Aula; Zulistiani, Zulistiani; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Instagram and TikTok's social networking platforms have attracted a significant number of new users from the global community, which Ardana Studio has leveraged to grow its design business. The researcher's objective is to analyze marketing tactics on social media in order to boost sales at Ardana Studio. This research employs a qualitative approach, using case studies. The researcher assumes the role of a key informant. Data collection methods include observation, interviews, and documentation. The data is analyzed using reduction techniques, and the findings are presented and verified with the owner of Ardana Studio. The validity of the research is ensured through data triangulation and various techniques. The findings reveal that Ardana Studio has expanded its market segmentation as a creative design business by creating comprehensive business profiles that are widely reviewed by users on Instagram and TikTok. The marketing strategy focuses on content pillars, content calendars, and content creation concepts. By implementing a marketing strategy through Instagram and TikTok, which introduces engaging information in their profiles, Ardana Studio has successfully increased design sales and attracted foreign consumers.
IMPLEMENTASI STRATEGI MARKETING MIX 4P DALAM MENCIPTAKAN CUSTOMER LOYALTY PADA USAHA KURNIA MADU KEDIRI Masrida, Lastik Putri Wiwin; Kusumaningtyas, Dian; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

A sustainable marketing strategy becoming a significant trend. Constraints regarding the development of marketing strategies resulted in customer loyalty not being maximized, there were many competitors which became a phenomenon that was directly felt by Kurnia Madu Kediri Business. This study aims to determine the application of the right marketing mix in the Kurnia Madu Kediri Business as a strategy to create customer loyalty. A qualitative approach to this type of descriptive research is used as the research technique this time. Data collection techniques through interviews, observation, and documentation. The results of the study: 1) Kurnia Madu Kediri's business applies the 4P marketing mix strategy of product, price, promotion, and place. 2) Kurnia Madu Kediri business has carried out a good marketing strategy in terms of products by maintaining product quality and interesting innovations. Set the price according to the quality of honey offered. Has a strategic distribution location. Promotion through direct selling with very good and responsive communication, then it can be maximized in carrying out promotions online.  
EFEKTIVITAS PENERAPAN DISIPLIN KERJA TERHADAP KINERJA PEGAWAI STUDY KASUS TOKO PLASTIK GENTONG SAKTI KEDIRI Dewi, Novi Fitriana; Zulistiani, Zulistiani; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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The purpose of this study was to find out and analyze how effective the application of work discipline is on the performance of employees at the Gentong Sakti Kediri plastic shop. This type of research is a descriptive study using a qualitative approach. Data collection techniques are by observing, interviewing and documenting. The informants in this study were shop owners, 2 employees and 2 buyers. Based on the results of the study it was concluded that the lack of discipline among employees at the Gentong Sakti Kediri store was due to a lack of cooperation between employees which caused social jealousy among fellow employees which triggered conflict within the company.
MEMBANGUN COMPETITIVE ADVANTAGE MELALUI BRAND IMAGE "THE PREMIUM OF INSPIRE" UNTUK MENARIK MINAT SISWA PADA LKP INSPIRE PARE ARRIDHO, MOH. BASIT; Zulistiani, Zulistiani; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The background of this research is an English course institution that builds competitive advantage through the brand image to attract students' interest, where the object of research is LKP Inspire Pare. The purpose of this research is to analyze whether the brand image owned by LKP Inspire Pare is able to build a competitive advantage and can attract students' interest. Furthermore, the method used in this study is a qualitative method with a phenomenological approach. Data collection techniques in this study are through observation, interviews, and documentation. Data analysis techniques used, data reduction, data presentation, and drawing conclusions or verification will then be tested for the validity of the data using the source triangulation method and method triangulation. The conclusion of this study is knowing that LKP Inspire Pare has a brand called The Premium of Inspire which is supported by premium services, programs, and services so that it can build competitive advantage and attract students' interest.
ANALISIS STRATEGI PENGEMBANGAN BISNIS ALEN – ALEN MBAK SRIPIT MELALUI BUSINESS MODEL CANVAS Putri, Sherly Yulia; Kusumaningtyas, Dian; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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UMKMs in Trenggalek Regency are developing very rapidly. However, Alen-alen Mbak Sripit's business is still not widely known in the consumer market. So it hasn't developed much like other home industry businesses. This research aims to find out the analysis of the business strategy "Alen-alen Mbak Sripit" through the Business Model Canvas. Researchers used a qualitative approach with descriptive methods. The object of the research is devoted to UMKM Alen-alen Mbak Sripit in Pojok Village, Pogalan sub-district, Trenggalek Regency. Data collection procedures, namely observation, interviews, and documentation. Data analysis techniques are using data reduction, data presentation, drawing conclusions, and the SWOT matrix. The results of data analysis using the Business Model Canvas on Mbak Sripit's Alen-alen business show that there are things that need to be added to the customer segment, namely expanding customer targets by identifying new customer segments. Value proposition by adding marketing channels such as Shopee, TikTok, and Tokopedia. The facilities that need to be improved are customer relationships, the development of key resources, and key partnerships that are professionals in their fields in order to minimize operational costs.
STRATEGI PEMASARAN MAKE UP ARTIST NGANJUK DALAM PERSAINGAN UNTUK MENINGKATKAN MINAT KONSUMEN Khiftiyah, Fattma Ainun; Meilina, Restin; Damayanti, Susi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 10 (2025): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2025
Publisher : Universitas Nusantara PGRI Kediri

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This study aims to examine the marketing strategy of traditional bridal makeup service providers in Nganjuk, by emphasizing the use of local cultural values ​​as a competitive advantage. The method used is a qualitative approach with case studies, data collected through interviews, observations, and documentation, and analyzed using the SWOT model. The results of the study indicate that the application of local culture in marketing strategies can strengthen business positions and attract consumer interest amidst tight competition. The novelty of this study lies in the emphasis on preserving Javanese cultural values ​​as a differentiation strategy in the modern service industry, which is still rarely explored in depth in bridal service marketing studies. These results provide practical and theoretical contributions to the development of culture-based businesses in the future.
Co-Authors Abdul Aziz Hunaifi Afifah, Ayu Ajikusuma, Kenanga Al Farizi, Mochammad Alfi Laila, Alfi Aliami, Sri Alvian, Mohammad Amalia, Lahmirza Aula Amelia, Lucy Andani, Merry Anggraini, Cornelia Rahma Antok Nurwidi Antara, Antok Nurwidi Ardana, Reza Tri Ariana Sumekar, Ariana ARRIDHO, MOH. BASIT Astriya Adinda Anggraini, Puji Aulia, Nabila Putri Azizzah, Nur Badrus Zaman Basthoumi Muslih Bayu Surindra Bethalia, Ravena Cahya, Putri Aprilia Damariswara, Rian Danaraja, Riestu Darma, Poppyatin Eka Dayanti, Herlina Rahma Dewi Ariyani Wulandari, Dewi Ariyani Dewi, Novi Fitriana Dewi, Retno Dwi Kartika Dian Kusumaningtyas, Dian Ema Nurzainul Hakimah, Ema Nurzainul Endang Sri Mujiwati Erwin Putera Permana Fauzi, Moh Farih Firdaus, Nillah Jannah Tul Frans Aditia Wiguna Fuadi, Zul Afriza Hakim, Haeriah Hapsari, Devinsa Pinda Hermin Istiasih Imron, Ilmawati Fahmi Indah Werdinigsih, Indah Irawan, Hebi Khamdani, Muhammad Nasrul Khiftiyah, Fattma Ainun Kristanti, Handriani Kurnia, Ita Kurniawan, Rony Kusumaningtyas, Dian - Labu, Clara Putri Yedina Lestari, Ayu Dwi Lina Rahmawati Mahfudzoh, Fenia Masrida, Lastik Putri Wiwin Melati, Putri Ayu Sukma Mochamad Muchson Mudin, Alvan Ali Muhamad Basori, Muhamad Muhammad Idrus Taba Mukmin, Bagus Amirul Nastiti, Ayu Enggar Ningtias, Ikfa Ni'matul Chusna Ni’mah, Elsha Ulfatun Nofika Rahmayani Nofita, Arma Nurhalizah Novi Nitya Santi, Novi Nitya Novita Sekarwati, Novita Nugraha, Galih Punta Indra Nur Hidayat Nurfadila, Agis Nurita Primasatya Nurpanto, Nugroho Wisma Pangestu, Tito Paramarini, Btari Aulia Paramitha, Dyah Pramita, Shely Dea Prasojo, Aji Pratiwi, Asa Pratiwi, Pipit Putri Prayogy, Mia Dwi Primastya, Nurita Puspita, Nita Putri Wijayanti Putri, Ananda Eka Putri, Desy Lutfiana Putri, Kharisma Eka Putri, Sherly Yulia Raharto, Reneshin Dwi Raharto Putri RESTIN MEILINA Reza Nur Fatimah Rino Sardanto Ristanin, Ricky Saikhu Bima Rohmadhon, Moh. Arif Rohmawati, Puji Ruslau, Emiliana Saidah, Karimatus Saifudin, Nasrul Samari Samari, Samari Sandrina, Karin Dwi Sari, Dina Kumala Sari, Nadila Perwita Sari, Wahyu Novita Kumala SB, Sigit Wisnu Setyoningrum, Nur Eka Sigit Ratnanto Siti Uswatun Chasanah, Siti Uswatun Soedjoko, Dodi Kusuma Hadi Soenarko, Bambang Stefani Novalinda Rowa, Stefani Novalinda Sugiono, Sugiono Suprihatin, Falentina Syah, Azriel Akbar Firman Syaida, Tridia Ayun Tedy Candra Lesmana, Tedy Candra Tri Baskoro Satoto, Tri Baskoro Trimukti, Andi Fajar Trinuraisi, M. Yuda Tyas, Dwi Suryaning Umayah Wahyu Widodo Wahyudi Wahyudi Wardani, Indri Kusuma Widayani, Linda Rensy Wijaya, Berty Agustin Wilujeng, Reni Wulandari, Anggita Putri Yuniantoro, Irwan Prastian Zulistiani Zulistiani, Zulistiani