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All Journal Journal of Economic, Bussines and Accounting (COSTING) Dinasti International Journal of Education Management and Social Science Management Studies and Entrepreneurship Journal (MSEJ) Community Development Journal: Jurnal Pengabdian Masyarakat JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Ekonomi, Bisnis dan Manajemen Journal of Innovative and Creativity Jejak digital: Jurnal Ilmiah Multidisiplin Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Betty Rahayu
Universitas Darul Ulum Jombang
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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The Role Of E-Commerce For MSMEs Betty Rahayu
Jurnal Ekonomi, Bisnis dan Manajemen Vol. 2 No. 3 (2023): September : Jurnal Ekonomi, Bisnis dan Manajemen
Publisher : FEB Universitas Maritim Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/ebismen.v2i3.1310

Abstract

The purpose of this research is to determine the determinants of choice variables for MSME companies in Cimahi when it comes to using e-commerce. In this study, the Theory of Planned Behavior (TPB) is used as a theoretical framework to construct research hypotheses. The earliest stages of the research began with the collection of primary data in the form of questionnaire responses from Cimahi chips SMEs, with a total of 148 respondents filling out the questionnaire. The acquired data will next be processed using various linear regression methods. According to the findings of the study, Cimahi chip SMEs have a favorable attitude toward e-commerce adoption. They also include the influence of social norms as a factor to consider when adopting e-commerce. Perceived behavioral control influences e-commerce adoption as well. Based on the findings of the research, footwear MSMEs that have not used e-commerce should analyze the benefits of e-commerce for business, while MSMEs that have used e-commerce can assess the benefits and restrictions of utilizing e-commerce. The government can also help MSMEs adopt e-commerce by giving training, constructing suitable infrastructure, and establishing applicable legislation.
Analysis of The Influence of E-Service Quality and Brand Awareness on Customer Satisfaction of Marketplace Bukalapak Betty Rahayu; D. Yadi Heryadi; Yulia Novita; Dahlia Nopelina Siallagan; Syamsulbahri
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 9 No. 5 (2023): Oktober 2023
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v9i5.1509

Abstract

This study aims to investigate how brand perception and the quality of an e-service impact customer satisfaction. This kind of research is quantitative. An online shopping sample was employed to gather the fundamental data for this investigation. The survey was distributed to 100 marketplace users in order to acquire data through unintentional sampling. The investigation's methodology is multiple regression analysis. According to the study's findings, customer satisfaction is significantly influenced by brand image, e-service quality, and brand image.
Peran Konten Interaktif dalam Membangun Keterlibatan Konsumen dan Memperkuat Kesetiaan Merek: Tinjauan pada Platform Media Sosial dan Situs Web Perusahaan Klemens Mere; Dewi Puspitasari; Muhammad Asir; Betty Rahayu; M. Imron Mas'ud
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9361

Abstract

Interactive content has become one of the primary strategies in building consumer engagement and strengthening brand loyalty in the current digital environment. This article aims to investigate the role of interactive content in this context with a focus on social media platforms and corporate websites. The literature review method is employed to analyze various studies and perspectives related to this topic. Findings indicate that interactive content has a significant positive impact on consumer engagement and brand loyalty. Through active interaction between brands and consumers, stronger relationships can be built, thereby enhancing consumer loyalty to the brand. The importance of presenting engaging, relevant, and easily accessible content is also highlighted in this literature. Amidst the rapid development of technology and consumer behavior dynamics, a profound understanding of the role of interactive content becomes increasingly important for marketing practitioners. Thus, this article provides valuable insights for practitioners and researchers in designing effective content strategies to strengthen brand-consumer relationships in the digital era. Keywords: Interactive Content, Consumer Engagement, Brand Loyalty
Analisis Peran People Analytics dalam Strategi Pengembangan SDM Asruni Azis; Betty Rahayu; Heriswanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 4 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i4.8153

Abstract

People Analytics, yang juga dikenal sebagai HR Analytics atau Talent Analytics, merupakan proses sistematis dalam mengumpulkan, mengolah, dan menganalisis data karyawan untuk meningkatkan efektivitas kebijakan dan praktik SDM. Tujuan penelitian ini adalah untuk menganalisis peran people analytics dalam strategi pembangunan SDM. Penelitian ini menggunakan pendekatan tinjauan pustaka (literature review) sebagai metode utama untuk mengkaji peran People Analytics dalam strategi pengembangan sumber daya manusia (SDM). Metode ini dipilih karena memungkinkan peneliti untuk menggali, menganalisis, dan mensintesis berbagai hasil penelitian terdahulu serta publikasi ilmiah yang relevan dengan topik yang dikaji. People Analytics memiliki peran strategis yang signifikan dalam pengembangan sumber daya manusia (SDM) di era digital. People Analytics memungkinkan organisasi untuk beralih dari pendekatan tradisional yang berbasis intuisi menuju pengambilan keputusan berbasis data dalam mengelola SDM.
Analysis of the Influence of Cultural Factors on Consumer Preferences in Product Purchasing Decisions: A Cross-Cultural Study of the Global Market Herdiyanti Herdiyanti; Ansir Launtu; Betty Rahayu; Wahyu Surya Putra S; Chairul Anam
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 5 (2024): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i5.2808

Abstract

This article delves into the intricate relationship between cultural factors and consumer preferences, focusing on their impact on product purchasing decisions in the global market. Through a comprehensive literature review, various cultural dimensions such as values, beliefs, norms, and traditions are examined for their influence on consumer behavior. The analysis encompasses diverse cultural contexts, highlighting the significance of understanding cultural nuances in shaping consumer preferences. The findings reveal a complex interplay between culture and consumer choices, indicating that cultural factors significantly shape individuals' perceptions of products and brands. Moreover, this cross-cultural article underscores the need for businesses to adopt culturally sensitive marketing strategies to effectively target and engage diverse consumer segments worldwide.
Akuntansi Biaya Berbasis Aktivitas (Activity-Based Costing) sebagai Alat Pengambilan Keputusan Ekonomi pada Perusahaan Jasa Ari Purwanti; Betty Rahayu; Aspiatai A. Samiun; I Ketut Kusuma Wijaya; Dian Sari Pujiana
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.3595

Abstract

Persaingan di sektor jasa menuntut perusahaan untuk memiliki sistem informasi biaya yang akurat dan relevan. Activity-Based Costing (ABC) hadir sebagai metode akuntansi biaya modern yang mampu memberikan gambaran lebih tepat mengenai konsumsi sumber daya berdasarkan aktivitas. Berbeda dengan metode tradisional yang hanya mengalokasikan biaya berdasarkan volume, ABC mengidentifikasi aktivitas utama yang menimbulkan biaya dan menelusurinya ke produk atau layanan secara proporsional. Tinjauan literatur 2020–2025 menunjukkan bahwa penerapan ABC pada perusahaan jasa tidak hanya meningkatkan keakuratan perhitungan biaya, tetapi juga mendukung pengambilan keputusan ekonomi, seperti penetapan harga, efisiensi operasional, serta analisis profitabilitas pelanggan. Penerapan ABC juga berperan dalam meningkatkan transparansi biaya, sehingga membantu manajemen merancang strategi bersaing yang lebih efektif. Namun, tantangan utama terletak pada kebutuhan data yang detail dan kesiapan organisasi dalam mengimplementasikan sistem berbasis aktivitas. Dengan demikian, ABC dapat menjadi alat penting untuk meningkatkan daya saing dan kinerja keuangan perusahaan jasa di era persaingan global.
STRATEGI BRANDING PRODUK LOKAL MELALUI CONTENT MARKETING DAN INFLUENCER MARKETING Tirta Mulyadi; Betty Rahayu; Umi Setyorini; Muhammad Asir; Klemens Mere
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 3 (2026): Vol. 7 No. 3 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i3.60472

Abstract

Perkembangan teknologi digital telah mengubah pola pemasaran produk dan mendorong pelaku usaha untuk memanfaatkan media digital dalam membangun merek. Namun, banyak pelaku usaha lokal masih menghadapi keterbatasan dalam strategi branding, pembuatan konten pemasaran, serta pemanfaatan influencer untuk meningkatkan visibilitas produk. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas pelaku usaha lokal dalam menerapkan strategi branding melalui content marketing dan influencer marketing. Metode pelaksanaan menggunakan pendekatan Participatory Learning and Action (PLA) yang meliputi analisis kebutuhan, pelatihan, praktik langsung, pendampingan, serta evaluasi. Materi yang diberikan mencakup konsep branding, penyusunan identitas merek, pembuatan konten digital, pengelolaan media sosial, dan strategi kolaborasi dengan influencer. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai branding digital, kemampuan menyusun content plan, serta keterampilan menghasilkan konten promosi yang lebih menarik dan konsisten. Peserta juga mampu memahami teknik pemilihan influencer yang sesuai dengan target pasar dan karakteristik produk. Selain itu, terjadi peningkatan aktivitas pemasaran digital melalui penggunaan media sosial yang lebih terstruktur dan interaktif. Kegiatan ini membuktikan bahwa integrasi content marketing dan influencer marketing dapat menjadi strategi efektif untuk memperkuat branding produk lokal, memperluas jangkauan pasar, dan meningkatkan daya saing usaha di era digital.
Faktor-Faktor yang Mempengaruhi Minat Beli Skincare Skintific di Tiktok Shop (Studi pada Gen Z Wanita di Kabupaten Jombang) Fadila Cindralia Vinata Putri; Betty Rahayu; Linda Ratna Sari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/k2z8d955

Abstract

This study aims to analyze the influence of content marketing, brand image, and consumer reviews on the purchase intention of Skintific skincare products through TikTok Shop among Generation Z women in Jombang Regency. The study is motivated by the rapid growth of social commerce, particularly TikTok Shop, as one of the primary digital marketing platforms for skincare products. Consumers' purchase intention is influenced by various factors, including content marketing, brand image, and consumer reviews available on digital platforms. This research employed a quantitative approach using a survey method. The population consisted of Generation Z women in Jombang Regency, totaling 151,971 individuals. A sample of 100 respondents was selected using the Slovin formula with a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The data analysis included validity testing, reliability testing, classical assumption tests, partial significance tests (t-test), simultaneous significance tests (F-test), and the coefficient of determination (R²). The results indicate that, partially, content marketing has no significant effect on the purchase intention of Skintific skincare products through TikTok Shop. In contrast, brand image and consumer reviews have a positive and significant effect on purchase intention. Simultaneously, all three independent variables significantly influence purchase intention, with brand image identified as the most dominant factor. The findings imply that companies should maintain and strengthen their brand image while encouraging positive consumer reviews to enhance purchase intention. Furthermore, content marketing strategies should be continuously evaluated to attract consumers' attention and generate greater purchase interest more effectively.  
Analisis Minat Beli pada Ritel Indomaret di Kabupaten Jombang Eki Mareta Tri Arsenda; Betty Rahayu; Hasannudin Nursalim P
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/hzxy4038

Abstract

This study aims to analyze the impact of JSM (weekend) discounts, store atmosphere, and service quality on consumer purchase intention at Indomaret in Jombang Regency. A quantitative method was employed, involving 100 respondents surveyed via questionnaires. Non-probability sampling specifically purposive sampling was used as the sampling technique. Data analysis was conducted using multiple linier regression with SPSS 25 software. The t-test (partial results revealed that the store atmosphere variable did not have a significant effect on consumer purchase intention, whereas the JSM discount and service quality variables did. The F-test (simultaneous analysis) results indicated that JSM discounts, store atmosphere, and service quality collectively (simultaneously) influenced customer purchase intention. The study implies that Indomaret in Jombang Regency needs to place greater emphasis on store atmosphere including layout, interior design, and cleanliness while also focusing on discount strategies to enhance overall quality.
Co-Authors . Syamsulbahri Ari Purwanti Aspiatai A. Samiun Asruni Azis Chairul Anam D. Yadi Heryadi Dahlia Nopelina Siallagan Dewi Puspita Sari Dian Sari Pujiana Eki Mareta Tri Arsenda Fadila Cindralia Vinata Putri Hasannudin Nursalim P Herdiyanti Heriswanto I KETUT KUSUMA WIJAYA Klemens Mere LAUNTU, ANSIR Linda Ratna Sari M. Imron Mas’ud Muhammad Asir Tirta Mulyadi Umi Setyorini Wahyu Surya Putra S Yulia Novita