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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
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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Penerapan Strategi 7t Bisnis Ritel Dalam E-Commerce (On-Line Shop) Oleh Swalayan Golden Sebagai Media Pemasaran Ema Nurzainul Hakimah; Basthoumi Muslih
Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 1 No. 2 (2016): September 2016
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v1i2.9

Abstract

Penelitian ini merupakan penelitian lanjutan oleh Ema Nurzainul Hakimah (2015) dengan judul Menciptakan Kepuasan dan Loyalitas Pelanggan Berbasis Manajemen Pemasaran Retail Studi pada Pedagang Retail Anggota UMKM Kota  Kediri. Pembedanya yaitu penerapan strategi merchandising bisnis ritel dalam  e-commerce (on-line shop/olshop) oleh swalayan Golden sebagai media pemasaran dan mendeskripsikan respon konsumen atas layanan olshop swalayan pertama yang mampu bersaing dengan peritel modern besar di Kota Kediri yaitu Golden. Penelitian ini adalah penelitian deskriptif menggunakan pendekatan kuantitatif, dimana menjelaskan gambaran masing-masing variable penelitian strategi 7T dalam olshop terhadap respon konsumen. Penelitian ini menggunakan teknik pengambilan sampel purposive sampling, dengan metode pengumpulan data menggunakan kuesioner sebagai data primer dan diolah menggunakan SPSS 23 untuk mengetahui respon konsumen dalam strategi 7T serta metode CRI (Customer Response Index) untuk mengetahui sejauh mana respon konsumen atas layanan olshop swalayan Golden Kediri. Hasil data kuesioner terhadap strategi merchandising dan layanan olshop Golden Swalayan, dapat ditarik kesimpulan bahwa kinerja dari strategi 7T merchandising yang diberikan oleh Golden Swalayan Kota Kediri dengan adanya olshop telah melebihi nilai rata-rata harapan konsumen. Hasil CRI di tiap tahap respon dalam penelitian ini, menunjukkan bahwa semua nilai tahap respon berada hampir mencapai 100%. Hal ini dapat disimpulkan bahwa layanan olshop Golden Swalayan memberikan respon yang positif yaitu mendapatkan kesadaran konsumennya sehingga tertarik melakukan pembelian. Kata kunci:  merchandising, strategi 7T bisnis ritel, on-line shop semangat kerja karyawan.
DAMPAK PENGEMBANGAN PEMASARAN DIGITAL PADA STARTUP’S (STUDI KASUS PADA WIRAUSAHA BARU) Sri Aliami; Ema Nurzainul Hakimah; Diah Ayu Septi Fauji
Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 3 No. 1 (2018): april 2018
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v3i1.105

Abstract

This study aims to reveal the impact of digital marketing management on start - up. The study is a case study in an effort to show how the actual impact of digital marketing on start-ups. This research is a qualitative research with etnometodology approach. The study was conducted by direct observation and in-depth interviews on the new entrepreneurial community that became the vendor in the start-up of e-commerce at the Faculty of Economics, University of Nusantara PGRI Kediri. Informants selected with criterion 5 R. Observation itself is done when the transaction use of digital marketing application which then conducted an open interview to reveal the impact of management of digital marketing. The results of these observations and in-depth interviews in this study indicate that the management impact of digital marketing on start-up does increase start-up revenue but because the lack of ability to provide content and respond quickly to content that has been provided makes new entrepreneurs (start-up) have not gained the most from the management of digital marketing.Penelitian ini bertujuan untuk mengungkap dampak pengelolaan pemasaran digital pada start – up. Penelitian merupakan studi kasus dalam upaya menunjukkan bagaimana sebenarnya dampak pemasaran digital pada para start-up. Penelitian ini merupakan penelitian kualitatif dengan pendekatan etnometodologi. Penelitian dilakukan dengan cara pengamatan langsung dan wawancara mendalam pada komunitas wirausaha baru yang menjadi vendor dalam start-up e- commerce di Fakultas Ekonomi Universitas Nusantara PGRI Kediri. Informan dipilih dengan kriteria 5 R. Pengamatan sendiri dilakukan pada saat terjadi transaksi penggunaan aplikasi digital marketing yang selanjutnya dilakukan wawancara terbuka untuk mengungkapkan dampak pengelolaan digital marketing. Hasil dari pengamatan dan wawancara mendalam pada penelitian ini menunjukkan bahwa dampak pengelolaan dari digital marketing pada start – up memang meningkatkan pendapatan start – up namun karena kurangnya kemampuan menyediakan konten dan merespon cepat atas konten – konten yang sudah disediakan menjadikan para wirausaha baru (start- up) belum mendapatkan hasil maksimal dari pengelolaan digital marketing tersebut.
Konsep Pemasaran Untuk Usaha Baru Hidroponik Titik Tanam Minimum Ema Nurzainul Hakimah
Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 4 No. 1 (2019): April 2019
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v4i1.336

Abstract

This research activity is motivated by the lack of optimal marketing of hydroponic products produced by PKM partner, PKM Program of Kemenristek Dikti Grant 2017, Pokja 4 TPPKK and Menur Posyandu, Blabak Village, Pesantren District, Kediri City, East Java Province. The success of hydroponic cultivation has not been followed by the ability to market. The accuracy of the marketing concept is expected to be able to maximize profits, when pranoto mongso consept in the limited land, and the minimum planting point can be done by partners. Based on this background, the formulation of the problem in this study is "What is the marketing concept that is applied to new hydroponic businesses ?, which is done by partners, namely Working Group 4 TPPKK and Menur Posyandu Blabak Village, Kediri City Islamic Boarding School District. The purpose is to find out the right and effective marketing concept for the optimal sale of hydroponic products with limited planting point conditions. Using qualitative research methods with a phenomenological approach, it is expected that direct observation and in-depth interviews with partners as informants. The selected informants have met criteria 5 R (relevance, recommendation, rapport, readiness, and reassurance). From in-depth interviews and observations, the data is validated through tests of internal validity (credibility), external validity (transferability), reliability (dependability) and triangulation techniques. The phenomenological analysis technique applied in this research is trancendental phenomenology analysis. The results of the study show that there is an application of the marketing concept, which is then referred to as the concept of social and relational marketing, which emphasizes networking, personal selling and direct selling with marketing media in the form of social media such as Facebook, Whatsapp, Instagram. Kegiatan penelitian ini dilatarbelakangi kurang optimalnya pemasaran produk hidroponik yang dihasilkan mitra program PKM Hibah Kemenristek Dikti Tahun 2017 yaitu Pokja 4 TPPKK dan Posyandu Menur Kelurahan Blabak Kecamatan Pesantren Kota Kediri Propinsi Jawa Timur. Keberhasilan budidaya tanaman hidroponik belum diikuti kemampuan memasarkan. Ketepatan konsep memasarkan diharapkan mampu memaksimalkan laba, ketika pranoto mongso pada lahan terbatas dengan titik tanam minimum dapat dilakukan oleh mitra. Berdasarkan latar belakang tersebut, maka rumusan masalah pada penelitian ini adalah “Bagaimana konsep pemasaran yang diterapkan pada usaha baru hidroponik?, yang dilakukan.oleh mitra yaitu Pokja 4 TPPKK dan Posyandu Menur Kelurahan Blabak Kecamatan Pesantren Kota Kediri.  Adapun tujuannya adalah untuk mengetahui konsep pemasaran yang tepat dan efektif untuk penjualan produk hidroponik yang optimal dengan kondisi titik tanam yang terbatas.  Menggunakan metode penelitian kualitatif dengan pendekatan fenomenologi, diharapkan dengan pengamatan secara langsung dan wawancara mendalam kepada mitra sebagai informannya. Informan yang dipilih telah memenuhi kriteria 5 R (relevance, recomendatioan, rapport, readiness, dan reassurance). Dari wawancara mendalam dan pengamatan, data divalidasi melaui uji validitas internal (credibility), validitas eksternal (transferability), reliabilitas (dependability) dan confirmability dengan teknik triangulasi. Teknik analisis fenomenologi yang diterapkan dalam penelitian ini adalah analisis fenomenologi trancendental. Adapun hasil penelitian menunjukkan bahwa terdapat penerapan konsep pemasaran yang selanjutnya konsep pemasaran tersebut disebut sebagai konsep pemasaran sosial dan relasional, yang menekankan pada networking, personal selling dan direct selling dengan media pemasaran berupa media sosial seperti facebook, whats app, instagram.
Kajian Etnometodologi: Pola Pemasaran Berpihak Masyarakat Pedesaan Kediri Pada Ritel Tradisional Samari Samari; Ema Nurzainul Hakimah
Jurnal Ekonika : Jurnal Ekonomi Universitas Kadiri Vol. 5 No. 1 (2020): April 2020
Publisher : Fakultas Ekonomi Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/ekonika.v5i1.712

Abstract

This study aims to uncover and find out the meaning behind traditional retailer's marketing patterns, customer attitudes toward the application of these patterns and more in analyzing the interactions between traditional retailers and their customers and to learn the subjective norms that occur in these marketing patterns.This research is a qualitative research with ethnometodology approach. The study was conducted by direct observation and in-depth interviews with traditional retailers and their customers. Informants were selected with criteria 5 R occupying rural areas of Kediri, the chosen ones were Blabak village, Kandat district, Kediri district and Blabak village, Pesantren district, Kediri city. The observations themselves were made during the sale and purchase transactions at each traditional store, which then conducted open interviews to reveal the subjective norms that occur in the marketing pattern. The results of observations and in-depth interviews in this study indicate that the four dimensions of Hofstade's culture, namely Power Distance, Collectivism, Femininity, Uncertainty Avoidance develop positively where retailers place and make themselves as partners, brothers who empathize with customers by using a basic attitude of mutual trust for fluency fulfillment of each other's needs. The noble values of the culture of the people of Kediri in buying and selling "nya nggowo, podho mlakune" based on high trust give birth to stronger customer loyalty, especially when traditional retailers also practice the service quality dimension of reliability, assurance, tangibles, empathy and responsiveness.Keywords: cultural dimensions, traditional retailers, siding marketing patterns
“MENJALIN UKHUWAH MENUMBUHKAN GHIRAH” KEPADA GURU YAYASAN NABEEHA ULYA DESA BLABAK KECAMATAN KANDAT KABUPATEN KEDIRI Ema Nurzainul Hakimah
Jurnal Abdi Masyarakat Vol. 3 No. 1 (2019): Jurnal Abdi Masyarakat (JAIM)
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/jaim.v3i1.534

Abstract

Teachers "digugu and imitated" wherever they are are personal figures with noble character and it must be realized by the actors as the main figures in the school environment. This main role is often not realized by teachers either as professionals or as part of an organization. Based on these preliminary observations, a training with the theme "Establishing Ukhuwah Fostering Ghirah" to the teachers of the Nabeeha Ulya Foundation, with the aim of fostering empathy and loyalty to the institutions where they serve both the MI Al Ikhlash work unit and Khodijah PAUD. The stages carried out in this activity began from the initial survey of two institutions under the Nabeeha Ulya Foundation, identification of various problems in the organization, training with resource persons, simulations, assistance and evaluation. The results of this training have an impact on increasing understanding of individual behavior in organizations and openness to convey understanding of the vision and mission of each institution.
The Impact of Tiktok Shop Closure on Generation Z's Buying Interest Ghinareeshma Drana Yuningpra; Ema Nurzainul Hakimah
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Fakultas Ekonomi & Bisnis Universitas Nusantara PGRI Kediri

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Abstract

Research aim :  This research is motivated by the official government closure of the latest feature of TikTok or the so-called TikTok Shop feature, since November 4, 2023. The closure of this feature is due to a prohibition contained in the Revision of the Minister of Trade Regulation number 50 of 2020 concerning Provisions for Business Licensing, Advertising, Coaching and Supervision of Business Actors in Trading Through Electronic Systems. Design/Methode/Approach:  This study aims to show the impact of closing Tiktok Shop on Generation Z's buying interest. This research is a qualitative study, where the main data is obtained from Tiktok Shop users who point to Generation Z. This research uses phenomonological phenomena as a research method to reveal the impact and phenomena experienced by Generation Z when searching for and meeting their needs. Research Finding:  The results of initial observations and data obtained from interviews of sources and opinions of generation z in the comment column of the Tiktok platform are, they feel very disappointed with the closure of this Tiktok Shop feature because in their opinion this feature really helps them to save expenses and facilitate shopping without having to open and close other social media platforms. Theoretical contribution/Originality : Buying interest can broaden understanding of the tendencies and passions that strongly drive a person to buy a product. Measure the impact and buying preferences of Generation Z on the TikTok Shop Platform and dig deeper into how impactful these TikTok Shop closures are on Generation Z's buying interest. Practitionel/Policy implication : This research provides practical implications for the TikTok platform about how much influence generation Z's buying interest has on the online shopping system and what aspects can influence that buying interest. Research limitation : This study only discusses the buying interest of generation z, as well as the impact experienced on closing TikTok Shop    
The Influence of Brand Equity, Life Style, and Product Variety on Purchase Decisions for Aerostreet Shoes Taufik Rianto; Ema Nurzainul Hakimah
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Fakultas Ekonomi & Bisnis Universitas Nusantara PGRI Kediri

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Abstract

Research aim : Aims to determine the influence of brand equity, life style, product variations both partially and simultaneously on the decision to purchase Aerostreet shoes. Design/Methode/Approach : The purpose of this study was to examine the influence of product variations, lifestyle factors, and brand equity on decisions to buy Aerostreet shoes. This study is cause-and-effect in nature and employs a quantitative methodology. The population in this study refers to all Aerostreet product users, regardless of how many there are in the count. Using random sampling techniques, a sample of 40 respondents was selected for analysis. Multiple linear regression is used in this study to determine the degree to which the independent variable affects the dependent variable. Research Finding : This research shows that brand equity, life style, and product variety have a significant influence on the decision to purchase Aerosreet brand shoes in generation z.. Theoretical contribution/Originality : Brand equity is the identity of a product that can be trusted to influence consumer behavior and purchasing decisions. Measuring the impact and preferences of consumers on life style, and digging deeper into product variations from a consumer perspective influences purchases. Practitionel/Policy implication : This research provides practical implications for Aerostreet Shoes in improving purchasing decisions. Research limitation : This research only discusses brand equity, life style, and product variety as independent variables. There are still other variables that influence the dependent variable that need to be researched further.  
The Influence of Social Media Marketing and Brand Image on Buyer's Decision: (Survey on Followers of Mixue Nganjuk’s Instagram Account) Anggoro Bekti Sumarsono; Ema Nurzainul Hakimah
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Fakultas Ekonomi & Bisnis Universitas Nusantara PGRI Kediri

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Abstract

Research aim: The purpose of this study is to determine and explain the significant influence between social media marketing and brand image, both partially and stimulantly on buyer decisions on followers of Mixue Nganjuk outlet Instagram account.   Design/Methode/Approach: This study was conducted to analyze the influence of social media marketing and brand image on buyer decisions on followers of Mixue Nganjuk outlet Instagram account. This study used a quantitative approach with the population in this study all followers  of the Instagram  account @mixue.nganjuk which is the official social media account owned by Mixue Nganjuk. The sample was determined as many as 116 respondents taken using non-probability sampling  techniques with purposive sampling. In this study using multiple linear regression to see how much influence the independent variable has on the dependent variable. Research Findings: The result of this study is that  social media marketing and brand image have a significant effect on purchasing decisions on followers of Mixue Nganjuk outlet Instagram account. Theoretical contribution/Originality:  Social media marketing  can broaden the understanding of how social media as a digital marketing platform, delves deeper into the consumer's perspective in the brand image of a product to influence consumers in making purchasing decisions. Practitionel/Policy implication:  This study provides practical implications for Mixue Nganjuk in improving brand image in the influence of purchasing decisions. Research limitation: This study discusses social media marketing and brand image as independent variables, and purchase decisions as dependent variables.  
Analysis of Product Quality, Price Suitability, Product Variation, and Brand Image on Purchase Satisfaction at the ASIKIE BAKERY Bread Factory, Ngronggot District, Nganjuk Regency. Nikken putri octapia Tahammy; Ema Nurzainul Hakimah
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Fakultas Ekonomi & Bisnis Universitas Nusantara PGRI Kediri

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Abstract

Research aim: The aim of this research is to measure or analyze whether there is an influence of product quality, price suitability, product variety and Brand Image simultaneously and partially on purchase satisfaction at the ASIKIE BAKERY bread Design/Method/Approach : This research uses a quantitative approach and uses nonprobability sampling techniques. The population in this study are all buyers who have tasted bread from ASIKIE BAKERY and the sample used in this study is 100 respondents who have made purchases at the ASIKIE BAKERY bread factory which will be analyzed using the classic assumption test method, multiple linear regression method , coefficient of determination and test. hypothesis with a tool called SPSSv23. By using this application you will be able to calculate the data in this research. Research Findings : The results of this research are that product quality and brand image partially influence purchasing satisfaction at the ASIKIE BAKERY bakery , while price suitability and product variety do not partially influence purchasing satisfaction. However, simultaneously the variables of product quality, price suitability, product variety and brand image have a positive and significant effect on purchase satisfaction. Theoretical contribution/Originality: Product quality can increase sales of ASIKIE BAKERY bread in terms of marketing such as brand image seen from the attractive side or not in the bread packaging. Meanwhile, price suitability can be seen in the type of bread, usually standard prices and delicious and attractive bread sell better than bread that is expensive but the product is not good. More product variations are made so that buyers don't get bored with just the same form of bread. Practitionel/Policy implications : This research provides practical implications for the ASIKIE BAKERY bakery . Research limitations: This research only discusses product quality, price suitability, product variety and brand image as independent variables, while purchase satisfaction is the dependent variable.
The Influence Of Product Differentiation Strategies, Brand Image And Service Quality On Purchasing Decisions At Omah Pentol Café In Munjungan District Alfan Nurohman; Ema Nurzainul Hakimah
Proceeding Kilisuci International Conference on Economic & Business Vol. 2 (2024): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Fakultas Ekonomi & Bisnis Universitas Nusantara PGRI Kediri

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Abstract

Research aim: The aim of this research is to analyze whether there is a significant influence between the variables of product differentiation, brand image and service quality on purchasing decisions at the Omah Pentol café in Munjungan district. Design/Method/Approach : Nonprobability sampling approaches and a quantitative approach are employed in this study. The 40 respondents who had made purchases at Rumah Pentol Café served as the research's samples. They were subjected to analysis using the traditional assumption test, multiple linear regression analysis, coefficient of determination, and test. The population for this study consisted of all customers who had made purchases there. utilizing the SPSSv23 tools, hypotheses Research Findings : According to the research's findings, Pentol House Café customers' decisions to buy are somewhat influenced by service quality and product difference. In the meanwhile, decisions to buy are not partially influenced by brand image. Brand image, service quality, and product distinction all have a big impact at the same time. Theoretical contribution/Originality : Product differentiation can expand understanding of how to increase sales which can influence consumer behavior and purchasing decisions. Measuring the impact and preferences of consumers on service quality, and digging deeper into the concept of brand image from a consumer perspective influences purchases. Practitioner/Policy implications: This research provides practical implications for Pentol House Cafés in improving purchasing decisions Research limitations: Only the independent variables—brand image, product distinctiveness, and service quality—and the dependent variable—product quality—are included in this study. Further investigation is required to determine the additional variables that continue to affect the dependent variable.
Co-Authors Adam Indrasto Ade Lina Adika Desi Setyani Aini, Silvi Nur Alfan Nurohman Alfina Wulandari Aliami, Sri Alif Okky Fadilah Anggella Ayu Anggraini Anggoro Bekti Sumarsono Anggraini Kusmaningrum Annisa, Aulia Arma Dwi Fatimah Arti Melysiani Putri Ayu Indra Setya Dewi Azuma Zundana Bambang Agus Sumantri, Bambang Agus Basthoumi Muslih Bella Margareta Cahyaning Dina Arum Choirul Mahbubah Clara Permata Shinta Danaraja, Riestu Davis Chusaini Santoso Dea Millennia Jovanna Devi Fitriyasari Dian Kusumaningtyas, Dian Edy Djoko Edy Santoso Eko Jian Romadhon Erina Ayu Dwi Nuriadi Fatiha, Chandra Dwi Fauji, Diah Ayu septi Fauzi, Diah Ayu Septi Fina Nur Hayati GESTY ERNESTIVITA Ghinareeshma Drana Yuningpra Hamida, Sakiya Salma Handika Sofianzah Iskandana, Nevia Cahyaning Dewi ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Itot Bian Raharjo Karisma Apriliani Kholila, Nova Nor Kuherawati, Jelvi Tri Kurniawan, Rony Lestari, Ayu Dwi Linda Dwi Mustikasari Liya Widia Ningsih Luki Ayu Kusumaningsih M. Fajar Agel Prakoso Mahardika Putri Stevany Mahdun Rahmad Moch. Wahyu Widodo Mohamad Nurhuda Mohammad Fadil Muhamad Nurcholis Mukamad Iqbal Mahendra Nanda Afifatul Aziziyah Nanda Gorgeous Waradhika Nandha Febriyana Andini Niken Trisma Widya Maharani Nikken putri octapia Tahammy Novanzah, Tria Paramitha, Dyah Piki Data Surya Mahendra Pingit Sukmantianing Diah Poniran Yudho Leksono RESTIN MEILINA Restyono, Teddy Rika Putri Rahmawati Rino Sardanto Rino Sardanto Rosha Yunita Tri Marbella Samari Samari Samari, Samari Sapta Andaruisworo Sari, Sheyla Intan Purnama Sasongko, M. Zuhdi Septia Indri Saputri Sigit Ratnanto Sigit Wisnu Setya Bhirawa Sri Aliami Subagyo Subagyo Subagyo, Subagyo Suhendro Suhendro Susi Damayanti, Susi Syaida, Tridia Ayun Taufik Rianto Titin Andriani Vicky Eka Bhakti Viona Reza Binta Daniella Yeni Aprilia Oktaviani Yola Ayu Fidianingsih Yuliana Sari Yusiana Ana Zulistiani Zulistiani Zulistiani, Zulistiani Zulistiani, Zulistiani Zunaidah, Farida Nurlaila