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All Journal Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Efektor JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS JAIM (Jurnal Abdi Masyarakat) Jurnal ABDINUS : Jurnal Pengabdian Nusantara Jurnal Abdimas Akademika Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMAK) KIC SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis

Ema Nurzainul Hakimah, Ema Nurzainul

Universitas Nusantara PGRI Kediri

Author-ID : 629948

Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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The Influence of Service Quality, Price Perception and Customer Satisfaction on Customer Loyalty in UD. Mujur 2 Ahmad Efendi Cahyo Setiono, AHMAD; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6017

Research Objectives: This study aims to determine the influence of service quality, price perception, and customer satisfaction on customer loyalty both individually and simultaneously in UD. Mujur 2 Kediri. Design/Methods/Approaches: This study uses a quantitative methodology involving surveys to explore the influence of service quality, price perception, and customer satisfaction on customer commitment at UD. Mujur 2 Kediri. The research sample included 58 participants, selected by purposive sampling, these participants had purchased the product more than twice. Data were collected through direct observation and questionnaires, then analyzed with SPSS 23 using instrumentation, classical theory, multiple linear regression, and hypothesis testing. Research Findings: The results of the study show that service quality, price perception, and customer satisfaction have a positive and significant effect on customer commitment both directly and indirectly to UD. Mujur 2 Kediri. Theoretical contribution/Originality: This research helps develop customer commitment theory and provides a deeper understanding of the various ways in which different aspects of the building industry affect customer loyalty. Implications for Practitioners/Policy: This research has practical applications that can be used by building managers to improve service quality, set appropriate prices, and ensure customer satisfaction. The results of this research can be directly applied to business strategies that increase customer commitment and improve store performance. Research limitations: This research was only conducted at UD.Mujur 2 Kediri, so the findings obtained may not fully describe the condition of the shopping industry in general. A wider sample or research in several shops in other areas can provide more representative results

Kedai Kopi Bersahaja's Digital Marketing Strategy in Increasing Customer Purchase Interest Nabela, Oktavia T; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6026

Research Objective: Analyzing the implementation of Kedai Kopi Bersahaja's digital marketing strategy through social media in increasing customer buying interest. Design/Methods/Approach: Using a qualitative phenomenological approach, this study involved in-depth interviews with three informants who were selected based on the criteria of relevance, recommendation, rapport, readiness, and reassurance. Data analysis was conducted through a process of data collection, data reduction, data presentation, and data verification. Data validity was tested using time triangulation. Research Findings: The results show that Instagram is the main platform that supports Kedai Kopi Bersahaja's digital marketing strategy. Features such as feeds, stories, and reels have proven effective in facilitating promotion and direct interaction with customers. Meanwhile, TikTok also plays a role in reaching younger audiences with creative and entertainment content. The most popular type of content is videos with audio-visual elements, which not only attract attention but also provide more information to customers. Aesthetic and authentic visual content can create a stronger emotional connection with customers, increase engagement, and drive purchase decisions. Theoretical Contribution/Originality: This research makes a theoretical contribution by showing how social media, especially Instagram, can be used strategically in digital marketing to increase customer buying interest in the MSME sector, especially in the coffee shop industry. Practical/Policy Implications: The results of the study provide recommendations for MSME players to make more optimal use of social media features, improve consistency and variety of content, and use a more creative and interactive approach to reach a wider audience. Research Limitations: Research limitations include the limited number of informants and focus on certain social media platforms, so it is recommended for further research to cover other platforms and involve more informants.

Optimizing the Digital Marketing Strategy of Nasi Krawu MSMEs in Increasing Competitiveness and Sales Turnover in the Digital Era Sugiantoro, Bagus; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jbsq8n02

Research aim : This study aims to analyze the digital marketing strategies implemented by Nasi Krawu MSMEs in increasing competitiveness and sales turnover, as well as identifying relevant digital marketing optimization strategies in the digital era. Design/Method/Approach : This research uses a qualitative descriptive approach. Data was collected through in-depth interviews with Nasi Krawu MSME owners, employees, and consumers, as well as direct observation of digital marketing activities carried out. The analysis was carried out thematically with triangulation of approaches to ensure the validity of the data. Research Findings : The study found that digital marketing strategies through social media such as Facebook and WhatsApp, as well as messaging platforms such as GrabFood and GoFood, are effective in increasing product visibility and appeal. The implementation of creative content such as promotional videos and special discounts also contributes to increased customer loyalty and turnover sales. However, the limitations of digital knowledge and product durability are significant challenges. Theoretical contribution/originality: this study enriches the literature on digital marketing in the traditional culinary MSME sector, with the emphasis on the importance of technology adaptation in the face of market competition in the digital era. Practitioner/Policy Implications: This study provides practical guidance for MSMEs to optimize digital marketing strategies and recommends increasing digital literacy for small business actors. The government and related institutions are also expected to provide training and infrastructure support to support the transformation of digital MSMEs. Research limitations : This research is limited to one research object, namely Nasi Krawu MSMEs, so the results cannot be generalized to other sectors. Further research can include different types of MSMEs to understand the broader pattern of digital marketing implementation.

Analysis of the Digital Wallet Applications, Purchasing Power on Consumer Purchase Decisions on the Shopee Platform (Study on UNP Kediri Students) Putra Panglipur, Yerikho; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6069

Research aim: This study aims to analyze the ability of digital wallet applications and purchasing power on consumer purchase decisions on the Shopee platform. Design/Methode/Approach: This study uses a quantitative approach method, with a survey method that uses primimeter data (by making a research questionnaire form containing a statement questionnaire). This study took a sample of 30 respondents, who used a purposive sampling technique. The results of the questionnaire data were then analyzed by analyzing the classical assumption test of the multiple linear regression method. This questionnaire was filled out using a Likert scale. Research Finding: based on the results of this study, through the distribution of research questionnaires to UNP Kediri students, it is proven that the digital wallet application variable (X1) and the purchasing power variable (X2) have a significant correlation with consumer purchase decisions (Y) on the Shopee platform. Theoretical contribution/Originality: to increase understanding of digital wallet applications and purchasing power in purchasing products on the Shopee platform. Practitionel/Policy implication: improving the quality of digital wallets and exploring various other e-commerce. Research limitations: short time spans, respondents who respond less at times help fill out the questionnaire of this research.

The Effect of Brand Image, Product Quality, and Price Perception on Erspo Jersey Purchasing Decisions Effendi, Stefanus Dhani; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6095

Research aim : The purpose of this study is to partially and concurrently assessing how perceptions of pricing, product quality, and brand image affect decisions to buy Erspo jersey. Design/Method/Approach : This study employs a causality technique in a quantitative manner. 40 respondents' responses to a standardized questionnaire using a Likert scale were gathered. Validity, reliability, multiple linear regression analysis, classical assumptions, and the t and F experiments using SPSS version 23 are examples of data analysis approaches. Research Finding : The findings demonstrated that while brand image has no discernible outcome on purchase decisions, perceptions of product quality and price had a major outcome. With a combined contribution of 71.4% (R²), the three independent factors significantly impact purchase choices. Theoretical contribution/Originality : This study supports the idea that the primary determinants of purchase decisions are perceived product quality and price. The study's uniqueness is in its concurrent examination of pricing perception, product quality, and brand image in relation to regional brands in Indonesia's developing sportswear market. Practitionel/Policy implication : This research provides guidance for local brands like Erspo to focus on improving product quality and competitive pricing strategies. This policy can increase the competitiveness of local brands in a market dominated by international products. In addition, the research results can be used as a reference for the government and business actors to support the development of local brands. Research limitation : This study is limited to a small sample size and narrow geographical coverage. Future research agendas suggest expanding the sample coverage and adding other variables, such as the influence of social media or celebrity endorsement, to understand more complex factors in purchasing decisions.

Consumer Perspective On Osyin Glow Marketed Through Tiktok Shop Kurniawan, Rizky; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kscy4598

The purpose of the study: this study aims to find out how consumers view Osyin Glow products marketed through TikTok Shop, including their perception of product quality, price, and value. Design/Method/Approach: This study applies a qualitative method with a phenomenological approach, using thematic analysis techniques. This collection was carried out using triangulation techniques, which involved interviews with two customers on the TikTok Shop Osyin Glow account who had shopping experience and were willing to be interviewed. The selection of informants meets the requirements of relevance, recommendation, relationship, readiness, and assurance. The validity is tested by triangulation techniques. Research Findings: Research shows that the quality of Osyin Glow products has a significant positive effect on consumer buying interest on TikTok Shop. Consumers tend to be more interested in buying products that they consider to be of good quality. Theoretical contribution/Originality: This research has originality because it focuses on a specific product, namely Osyin Glow, which is marketed through TikTok Shop. This provides a new perspective in understanding how beauty products compete in a highly competitive digital market. Practitioner/Policy Implications: This research that TikTok Shop Osyin Glow improves customer satisfaction, it is important for Osyin Glow to ensure good service quality, including quick response to consumer inquiries and complaints, as well as ease in the purchase process. Research limitations: these limitations suggest that while the research provides valuable insights into consumers' perspectives on Osyin Glow on TikTok Shop, there are several aspects that need to be considered for future research in order for the results to be more comprehensive and representative.

Optimization Strategy for the Use of Instagram Reels Feature to Increase Consumer Interest and Competitiveness in Star Clown MSMEs in Kediri City Wulandari, Anggi Marta; Bhirawa, Sigit Wisnu Setya; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/g4p0f743

Research Objectives : The purpose of this research is to optimize the digital marketing mix by utilizing the Instagram reels feature to increase consumer interest and competitiveness in Star Clown MSMEs in Kediri City. Design/Method/Approach : The descriptive qualitative method uses data source triangulation techniques with a phenomological approach, conducting interviews with 4 informants according to the recommendation criteria from the owner of Star Clown MSMEs. Research Findings : The results of this study Star Clown MSMEs face challenges in marketing, by using the latest digital marketing with Instagram social media that focuses on the reels feature to be effective access in the current era. This study shows that the impact of MSME development is very influential in identifying the extent to which the use of marketing mix can optimize digital marketing, attract consumer attentio and increase competitiveness to reach a wider market. Theoretical Contribution / Originality : This study is expected to provide additional information for business actors who are still using traditional marketing and provide an overview so that they can develop their business by raising the level of digital marketing strategies of interest and can increase competitiveness in business. Practitioner / Policy Implications : This research is expected to provide input in the form of information suggestions for MSME owners regarding the use of Instagram social media digital technology to increase consumer interest and competitiveness. For readers, this research is expected to be an additional reference regarding the mix of digital marketing strategies through Instagram for MSMEs. Research limitations : In this study, there is a lack of detailed and detailed data information, because actors of Star Clown MSMEs in Kediri City do not do bookkeeping regularly.

The Influence of Social Interaction on Social Media, the Quality of Visual Content and Consumer Trust on Buying Interest in Erigo Products through Influencers in the Digital Era Dewi, Septiana; Sasongko, M. Zuhdi; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.6272

Research aim : Knowing the influence of social interactions that occur on social media platforms that can affect consumer perception of erigo products, as well as how the quality of visual content presented by influencers can attract attention and form consumer trust in the digital era. Design/Methode/Approach : This study uses a quantitative method. The sample in this study was 40 respondents who were selected using the purposive sampling technique, namely consumers who have known and used Erigo products. Data were collected through a questionnaire with a Likert scale and analyzed using multiple linear regression with the help of SPSSv23. Research Finding : The results of the study showed that social interaction on social media did not have a significant effect on the interest in buying Erigo products through influencers with a significance value of 0.577. Meanwhile, the quality of visual content, and consumer trust significantly influenced the buying interest of Erigo products through influencers, with significance values of 0.000 and 0.003 respectively. Theoretical contribution/Originality : To improve the understanding of social interaction on social media, the quality of visual content and consumer trust in the digital era, especially in marketing involving influencers. Practitionel/Policy implication : The findings of this study Erigo need to pay attention to the quality of visual content and build positive social interactions on social media platforms to increase consumer trust and buying interest. Research limitation : This study has a limited sample size of only 40 respondents and uses a non-probability sampling technique, so the results of the study may not be applicable in general to a larger population

The Influence of Facebook Ads Strategy on Increasing Brand Awareness of Products in Dunia Akrilik Rizal, Mohammad Sulton Amirur; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.7121

Research aim : This study aims to explore and analyze the influence of Facebook Ads strategies on increasing brand awareness and product sales at Dunia Akrilik. Design/Method/Approach : This study uses a quantitative approach with a purposive sampling technique on 40 relevant respondents. Data were collected through an online questionnaire and analyzed using simple linear regression to measure the relationship between Facebook Ads strategy and brand awareness. Research Findings : The results of the analysis show that the Facebook Ads strategy has a significant influence on increasing brand awareness, with a coefficient of determination (R Square) of 0.768. Visual elements and audience segmentation have proven to be the main factors in the success of an advertising campaign. Theoretical contribution/Originality : This study extends the digital marketing literature by focusing on the creative industry, especially art and decoration-based products such as acrylic. Its originality lies in the exploration of visual elements and advertising narratives as determinants of campaign effectiveness. Practitioner/Policy Implications : This study provides recommendations for business actors in designing more effective Facebook Ads strategies, with an emphasis on visual design and audience segmentation to increase product appeal. Research limitations : This study has limitations in the small sample size and does not involve a qualitative approach, so the results may be less representative. Future research is recommended to use a mixed approach and expand the sample size.

Grabfood Application Marketing Strategy in Increasing Online Sales of Ramen Master Kediri Putri, Nabila Alfina; Hakimah, Ema Nurzainul
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.7150

Research aim : Analyzing the effectiveness of digital marketing strategies through the GrabFood application in increasing sales of Ramen Master in Kediri, on factors such as discounts, ease of use of the application, product quality, and service. Design/Methode/Approach : Qualitative research method with a phenomenological approach, using in-depth interviews with 4 informants. And data analysis uses a triangulation process to ensure the validity of the research results.. Research Finding : The results show that Ramen Master's innovative marketing strategy through GrabFood has yielded impressive results by significantly increasing sales. The combination of competitive pricing, ease of use of the app, consistent product quality, and timely service has made Ramen Master the top choice for ramen lovers. Theoretical contribution/Originality : This research can provide new insights into the role of food delivery platforms in increasing culinary sales, especially in terms of choosing the right marketing strategy. Practitionel/Policy implication : The research results can be used as a reference for the development of other culinary marketing strategies and the improvement of grabfood services. Research limitation : This research only focuses on culinary trends in specific regions and may not reflect national or global trends. In addition, the influence of social media on the formation and spread of trends also needs further research.

Co-Authors Agel Prakoso, M. Fajar Ahmad Efendi Cahyo Setiono, AHMAD Aini, Silvi Nur Aliami, Sri Alif Okky Fadilah Ana, Yusiana Andini, Nandha Febriyana Anggraini, Anggella Ayu Annisa, Aulia Apriliani, Karisma Ariansyah, Muhammad Azriel Arum, Cahyaning Dina Aziziyah, Nanda Afifatul Bambang Agus Sumantri, Bambang Agus Basthoumi Muslih Bhakti, Vicky Eka Danaraja, Riestu Daniella, Viona Reza Binta Dewi, Ayu Indra Setya Diah, Pingit Sukmantianing Dian Kusumaningtyas, Dian Djoko, Edy Edy Santoso Effendi, Stefanus Dhani Farida Nurlaila Zunaidah Fatiha, Chandra Dwi Fatimah, Arma Dwi Fauji, Diah Ayu Septi Fauzi, Diah Ayu Septi Fidianingsih, Yola Ayu Fitriyasari, Devi GESTY ERNESTIVITA Hamida, Sakiya Salma Hayati, Fina Nur Indrasto, Adam Iqbal Mahendra, Mukamad Iskandana, Nevia Cahyaning Dewi ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Isyafak, Moh. Erga Itot Bian Raharjo Jovanna, Dea Millennia Khasanah, Atina Kholila, Nova Nor Kuherawati, Jelvi Tri Kurniawan, Rony Kusmaningrum, Anggraini Kusumaningsih, Luki Ayu Leksono, Poniran Yudho Lestari, Ayu Dwi Lina, Ade Maharani, Niken Trisma Widya Mahbubah, Choirul Mahendra, Piki Data Surya Marbella, Rosha Yunita Tri Margareta, Bella Muhammad Alwi Mustikasari, Linda Dwi Nabela, Oktavia T Ningsih, Liya Widia Novanzah, Tria Nurcholis, Muhamad Nurhuda, Mohamad Nuriadi, Erina Ayu Dwi Nurohman, Alfan Oktaviani, Yeni Aprilia Paramitha, Dyah Putra Panglipur, Yerikho Putri, Arti Melysiani Putri, Nabila Alfina Rahmad, Mahdun Rahmawati, Rika Putri RESTIN MEILINA Restyono, Teddy Rianto, Taufik Rino Sardanto Rizal, Mohammad Sulton Amirur Rizky Kurniawan Romadhon, Eko Jian Romadlon, Ahmad Dani Samari Samari Samari, Samari Santoso, Davis Chusaini Sapta Andaruisworo Saputri, Septia Indri Sari, Sheyla Intan Purnama Sasongko, M. Zuhdi SB, Sigit Wisnu Setyani, Adika Desi Shinta, Clara Permata Sigit Ratnanto Sofianzah, Handika Sri Aliami Stevany, Mahardika Putri Subagyo Subagyo Sugiantoro, Bagus Suhendro Suhendro Sumarsono, Anggoro Bekti Susi Damayanti, Susi Syaida, Tridia Ayun Tahammy, Nikken putri octapia Titin Andriani Wahyu Widodo Waradhika, Nanda Gorgeous Wulandari, Alfina Wulandari, Anggi Marta Yuliana Sari Yuningpra, Ghinareeshma Drana Zulistiani, Zulistiani Zulistiani, Zulistiani Zunaidah, Farida Nurlaila Zundana, Azuma

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