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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Balance Vocation Accounting Journal Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Business, Economics, and Social Development Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences INJURITY: Journal of Interdisciplinary Studies ATHENA: Journal of Social Culture and Society Apollo: Journal of Tourism and Business Scientechno: Journal of Science and Technology IIJSE Asian Journal of Management, Entrepreneurship and Social Science
Tiara Muthiarsih
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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STRATEGI PEMASARAN DI ERA DISRUPTION Muthiarsih, Tiara
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : CV. Ridwan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (120.582 KB)

Abstract

Disruption mengubah banyak hal menjadi sedemikian rupa, sehingga cara-carabisnis lama menjadi ketinggalan zaman. Dua puluh tahun sudah beralalu sejakIndonesia memulai reformasi. Sejak itu kita pun mulai bicara tentang pentingnyakewirausahaan. Para pegawai yang hilang pekerjaan pada krisis 1998, juga kaummuda yang tidak bisa mendapatkan pekerjaan pun pada masa transisi, mulaiberalih dengan berwirausaha. Adapun pilihannya ialah menjadi para pelakuUMKM atau UKM. Bidang usaha tersebut seperti pertanian, peternakan, Kuliner,kerajinan, ekonomi kreatif, dan bidang pariwisata. Bidang-bidang inilah yangsekarang sedang banyak dikenal oleh masyarakat. Metode penelitian yangdigunakan dalam penelitian ini adalah metode kualitatif deskriptif. Penelitiandeskriptif merupakan jenis penelitian yang berupaya untuk mendeskripsikan satukondisi atau keadaan sesuai apaadanya dilapangan. Namun dalam penelitian inidibatasi kajian yang dibahas adalah hanya sekitar penjelasan tentang fakta-faktayang ada dan tidak menggunanakan hipotesa. Media sosial merupakan alat atauinstrumen marketing yang sangat ampuh untuk memasarkan produk di eradisruption seperti sekarang ini. karena media sosial memiliki keunggulan yaitu (1)Personal Touch Pemasaran media sosial memungkinkan perusahaan untukmengembangkan nada dan memberikan perhatian kepada perusahaan. Inimengarah pada interaksi dua arah antara perusahaan dan pelanggan mereka.Penjangkauan pelanggan ini dapat dimanfaatkan untuk melihat konten dan produkapa yang sebenarnya diinginkan dan akan diminati pembeli. Melalui pemasaranmedia sosial yang dipersonalisasi, perusahaan juga dapat menciptakan basislayanan pelanggan yang kuat. Media sosial memungkinkan ada respons langsungterhadap masalah apa pun yang mungkin dimiliki pelanggan. Bahkan jika tidakada masalah, itu adalah cara bagi perusahaan untuk berkomunikasi denganpelanggan secara instan, (2) connect, media sosial memiliki keunggulankonektivitas tanpa batas, kapanpun dimanapun orang-orang bisa mengaksesnya,(3) like and Share, produk-produk yang memiliki minat konsumen yang banyakakan secara otomatis akan dibagikan kepada rekan-rekan sesama pengguna mediasosial, respon ini menjadi keuntungan bagi perusahaan dalam memasarkanproduknya ke konsumen.Kata Kunci: Pemasaran, Disruption , Media Sosial
IMPLEMENTASI STRATEGI BRAND IMAGE DAN PROMOSI MEDIA DIGITAL PADA PABRIK TAHU Rifky Alfiansyah; Rifa Rohidatul Aisya; Devi Evian Rosmaningsih; Tiara Muthiarsih
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 4 No. 4 (2023): Volume 4 Nomor 4 Tahun 2023
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v4i4.16746

Abstract

UMKM Pabrik Tahu Pak Ade merupakan perusahaan pengolahan makanan kedelai dengan kategori jual beli Tahu. Penerapan pemasaran promosi citra merek dan strategi media online di perusahaan belum terwujud. Oleh karena itu, belum ada iklan media digital maupun non digital seperti banner, facebook, google business yang diterapkan dalam pemasaran, meskipun sudah menggunakan media digital whatsapp, masih menggunakan whatsapp biasa bukan whatsapp business dan tetap mengandalkan word of mouth marketing. Kegiatan pendampingan ini menggunakan pengamatan langsung di lokasi UMKM dan wawancara dengan pemilik usaha. Berdasarkan data yang terkumpul, teridentifikasi beberapa permasalahan seperti pengelola UMKM yang kurang memahami pentingnya brand image bagi perusahaan dan bagaimana memanfaatkan internet dan media sosial sebagai sarana promosi. Proyek ini bertujuan untuk merancang identitas merek berupa logo dan spanduk, serta strategi periklanan online melalui platform media digital berupa WhatsApp Business dan Facebook. Kegiatan pengabdian diakhiri dengan mengirimkan hasil desain logo, spanduk, akun WhatsApp Business, akun google business dan akun Facebook ke perusahaan Pabrik Tahu Pak Ade. Bersamaan dengan pembinaan dan konsultasi untuk strategi promosi media digital online.
The Influence of Product Placement and Event Sponsorship on Brand Awareness (A Study on Kopiko Products in the Korean Drama Vincenzo) Laela Isnaeni; Mutia Febriani; Athiyatul Aula; Tiara Muthiarsih
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9414

Abstract

Korean culture has emerged and become a phenomenon of Asian-style globalization that has boomed in the last decade, particularly in the Korean drama industry. In the current Korean industry, a coffee candy brand that has won the hearts of coffee lovers, namely Kopiko, represents a phenomenon of a local product going international. The purpose of this study is to determine the influence of product placement and event sponsorship on the brand awareness of Kopiko products in the drama Vincenzo. This study employs quantitative data analysis methods using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the help of SmartPLS 3.0 software. Primary data were collected by distributing questionnaires to 100 viewers of the drama Vincenzo in Cirebon. The results showed that product placement has a positive and significant effect on brand awareness, as does event sponsorship. It is important to explore other variables that can contribute to this goal. Future researchers should investigate these variables further.
The Influence of Paylater and Affiliate Features on Consumer Buying Interest in Shopping on the Shopee Aplication Irma Trimulyawati; Ladina Syafa Sholeha; Adi Setiawan; Tiara Muthiarsih
Athena: Journal of Social, Culture and Society Vol. 2 No. 2 (2024): April 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/athena.v2i2.289

Abstract

The paylater feature is a digital payment feature that uses an e- commerce platform, purchasing goods among teenagers is very lacking due to the economic conditions that are currently unstable. The method used in this research is quantitative method. The population in this study was conducted at the unswagati Cirebon campus, level 1-4 management study program as many as 147 respondents.  The sampling technique used by researchers is non-probability sampling with purposive sampling technique and data analysis used in this researcher is regression and descriptive analysis then the analysis methods used in this study include validity test, cross tabulation, reliability test, normality test, multicollinearity test, hypothesis testing, path analysis fit model test using SPSS and amos Softwer analysis tools to test the effect of paylater and affiliate features on consumer buying interest. The results of this study indicate that the paylater feature has a positive effect on consumer buying interest, affiliates have an effect on consumer buying interest. Because the validity and reliability test results are less than 0.1362, the normality test is less than 0, 01, the multicoronality test is less than 10, hypothesis testing, the results show that all hypotheses are accepted, because the C.R value is more than 1.98, namely with a C.R value of 7.875 and 11.532 respectively. And the P value also shows the same result if the P value is less than 0.05 or symbolized * (below 0.01), it means that the two hypotheses have a significant effect or are accepted. path analysis fit model test is accepted because the GFT measure shows a P-value of more than 0.05, RMSE less than 0.08, CMIN less than 2.00, GFI less than 0.90, AGFI less than, 0.90, CFI more than 0.90, TLI more than 0.90. So it can be stated that the path analysis model fit test is accepted.
Usage of Buy Now Pay Later, Hedonic Motivation, and Impulse Buying among Gen Z in E-Commerce Shopee Doni Susanto; Muhammad Willy Apriza; Tiara Muthiarsih
Asian Journal of Management, Entrepreneurship and Social Science Vol. 4 No. 02 (2024): May, Asian Journal of Management Entrepreneurship and Social Science ( AJMESC
Publisher : Cita Konsultindo Research Center

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

Abstract

The purpose of this research is to determine the influence of Buy Now Pay Later (BNPL) and hedonic motivation on the impulsive buying behavior of Gen Z on e-commerce platforms, specifically Shopee. Previous studies have shown that the use of BNPL has a positive effect on impulsive buying behavior. Other studies have also shown that hedonic motivation positively impacts impulsive buying. The research methodology employs an inferential quantitative approach to collect primary data from 100 Gen Z respondents who use Shopee e-commerce through the distribution of questionnaires. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS 4. The main findings of this study indicate that BNPL positively affects impulsive buying. Hedonic motivation also positively influences the impulsive buying behavior of Gen Z on e-commerce, specifically Shopee. These results contribute to understanding the factors influencing Gen Z's impulsive buying behavior and the impact of BNPL usage and hedonic motivation on consumer impulsive buying behavior. Therefore, this research contributes to expanding knowledge about the factors affecting impulsive buying behavior of Generation Z on e-commerce platforms.
EVALUASI EFEKTIVITAS PENGGUNAAN SISTEM INFORMASI AKUNTANSI DALAM MENINGKATKAN EFISIENSI OPERASIONAL PADA USAHA KECIL DAN MENENGAH (UKM) Destiana, Rina; Rawi, Rawi; Neliana, Tri; Muthiarsih, Tiara
Balance Vocation Accounting Journal Vol 8, No 1 (2024): June
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/bvaj.v8i1.11622

Abstract

Studi ini bertujuan untuk mengevaluasi efektivitas penggunaan Sistem Informasi Akuntansi (SIA) dalam meningkatkan efisiensi operasional pada Usaha Kecil dan Menengah (UKM) di Indonesia. Melalui analisis yang komprehensif, penelitian ini mengkaji bagaimana implementasi SIA dapat mengoptimalkan proses bisnis, meningkatkan keakuratan pelaporan keuangan, serta mendukung pengambilan keputusan strategis di lingkungan UKM. Temuan penelitian mengungkapkan bahwa integrasi SIA yang optimal dapat menghasilkan peningkatan yang signifikan dalam hal produktivitas, pengendalian biaya, serta kemampuan UKM untuk beradaptasi dengan perubahan pasar secara lebih responsif. Implikasi dari hasil penelitian ini memberikan wawasan yang berharga bagi pengelola usaha, pembuat kebijakan, serta pengembang SIA dalam upaya mendorong pertumbuhan UKM yang berkelanjutan di era transformasi digital.Kata Kunci: Sistem Informasi Akuntansi, UKM, Efisiensi Operasional
The Effect of Green Marketing and Corporate Social Responsibility on Brand Image of Emina Products Faiza Dwi Rahmadhani; H Herliani; Adi Setiawan; Tiara Muthiarsih
Apollo: Journal of Tourism and Business Vol. 2 No. 1 (2024): January 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i1.294

Abstract

People are becoming more aware of environmental difficulties in this time of globalization. Waste is one such problem, as waste is a major source of pollution in the air, soil and water. It is hoped that all individuals and businesses in Indonesia, including consumers, will increase awareness and concern for the environment as an effort to preserve and restore the earth's ecosystem. Emina products are one example of a company that prioritizes sustainability in its systems and products at PT Technology and Innovation. Emina is considered a product that contributes to a positive reputation and values social responsibility. Green marketing includes all efforts and endeavors directed at promoting, packaging, distributing, consuming, and recalling products through environmental awareness or response. Corporate social responsibility is a condition in which businesses must continue to pay attention to the environment in an effort to reduce environmental problems that have occurred or are occurring. To achieve sustainable growth and performance, corporate social responsibility is an initiative that is integrated into the investment strategy and is considered a corporate social obligation. Brand image, alongside environmental concerns and corporate social responsibility will emerge as an important consideration for companies in the coming years. Consequently, brand image is consumers' and customers' perception of a brand, which in turn inspires trust in the brand. This research highlights the importance of green marketing and environmental accountability in general by building a good perception of the organization's brand within the local community. The purpose of this study is to determine the correlation between brand image (Z) and the impact of corporate social responsibility (Y) and green marketing (X). Uncertainty surrounds most Emina product users who make up the population of this study. In the absence of population information, the sample size for a given study will be calculated based on criteria for an unknown population, resulting in a total of 100 respondents. This research will use a purposive sampling method, which involves selecting a sample from the population under study based on certain criteria. Regression analysis and path analysis will be used to analyze the data. Hypothesis testing, validity and reliability tests, normality and multicollinearity tests, path analysis model fit tests, and SPSS and AMOS Softwer analysis tools will be used for data analysis. According to the findings of this study, green marketing influences consumer perceptions of Emina products favorably, thereby contributing to improved environmental stewardship. Emina is perceived as an ethical and socially responsible entity, which positively impacts its reputation
Model of Interest in Buying Fashion Products on Tiktok Shop Which is Influenced by Influencer Marketing and Price Perception Karina Dewi Pertiwi; Dini Andriyani; Adi Setiawan; Tiara Muthiarsih
Apollo: Journal of Tourism and Business Vol. 2 No. 2 (2024): May 2024
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v2i2.297

Abstract

In the rapidly developing digital era, competition between companies in the e-commerce sector is increasingly competitive. Social media is a supporting tool for consumers in sharing text, video, image and audio information, and currently technology is developing more quickly, because of the large number of internet users, therefore all activities can be done online, one of which is online shopping. one example is TikTok Shop. TikTok Shop is a social commerce feature that advertises and sells their products via TikTok. This shopping feature is present on TikTok as a response to increasing sales of various products after brands carried out promotions via social media platforms. Influencers are netizen actors who have social media accounts and continue to spread messages or campaign content to other netizens to strengthen the message or content. Influencer marketing is a marketing strategy in product sales by promoting a product by someone who is considered to have influence. Price is one component of a company's marketing strategy, with the aim of providing added value to consumers so that they continue to consume the products and services being sold. Consumers will tend to prefer a more affordable price to obtain an item. Consumers tend to prefer more affordable prices to get the goods they want. The aim of this research is to determine the formation of the Purchase Interest model which is influenced by Influencer Marketing and Price Perception. This research uses a side purposive method which involves selecting samples from the population studied based on certain criteria. Structural Equation Modeling (SEM) analysis was used to analyze the data. The results of the validity test output show that this research data is declared valid and the construct reliability test shows that each variable in this research is declared consistent. The statistical assumption test shows that it has a positive and significant effect on influencer marketing which can provide a stimulus to prices and purchasing interest which encourages customers to make purchases. The path analysis model fit test shows the similarity of several samples which can substitute for the population as a whole
Revisiting Neoliberalism in Indonesian Minimarket Marketing Strategies and Financial Reporting: How Do They Perform? Destiana, Rina; Rawi, Rawi; Muthiarsih, Tiara
Scientechno: Journal of Science and Technology Vol. 3 No. 1 (2024)
Publisher : Yayasan Pendidikan Islam Daarut Thufulah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55849/scientechno.v3i1.1012

Abstract

This study analyzes the impact of neoliberalism in minimarket marketing strategies on financial reporting and financial performance in Indonesia, focusing on the case studies of Indomaret and Alfamart. Neoliberalism, with its emphasis on market liberalization and deregulation, has influenced the business model and marketing strategy of minimarkets. This study uses a qualitative approach with descriptive analysis. Data was obtained through in-depth interviews, literature studies, and analysis of financial statements. The results of the study show that marketing strategies influenced by neoliberalism have a significant impact on financial reporting and financial performance of the two minimarkets.
The Effect of Religiosity on Customer Trust on Brand Loyalty to McDonalds in Generation Z After the Israeli-Palestinian Conflict Anggraeni, Dian; Rosada, Nilta; Kamila, Andin; Setiawan, Adi; Muthiarsih, Tiara
INJURITY: Journal of Interdisciplinary Studies Vol. 3 No. 5 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i5.203

Abstract

The purpose of this study is to examine the effect of religiosity and customer trust on brand loyalty among Generation Z (Muslim consumers in Indonesia), during a particular timeframe (post-Israeli-Palestinian conflict), thereby adding nuanced insights to consumer behavior research in a globalized context. The study is located in Cirebon, Indonesia, with research subjects namely consumers who buy products from McDonald's and people who follow the issue of boycotting Israeli products from the Palestinian conflict among FEB Management students of Universitas Swadaya Gunung Jati. The results of the fit model test show that religious values and consumer trust significantly impact McDonald''s brand loyalty in the Z generation. Consumer trust has a positive and significant effect on Brand loyalty (Z), with the remaining (1 - 0.505) = 0.495 (49.5%), which is influenced by other variables not determined by the model. This research contributes by bridging the gap between religious values, consumer trust, and brand loyalty, in the post-israeli conflict Z generation (Generation Z, Muslims in Indonesia). The study suggests strengthening the involvement of consumers through social media and promotional events, while also considering the importance of religious beliefs in decision-making.
Co-Authors Adi Setiawan Adi Setiawan Athiyatul Aula Calies, Ezhar Taqfhiran Damayanti, Alfina Devi Evian Rosmaningsih Dian Anggraeni Dini Andriyani Doni Susanto Faiza Dwi Rahmadhani Faturrahman, Dimas H Herliani H. Misbak Ica Cahyani Irma Trimulyawati Kamila, Andin Karina Dewi Pertiwi Ladina Syafa Sholeha Laela Isnaeni Laelatul Badriyah, Laelatul Lukas Arturito Misbak Misbak Misbak, H Misbak, H. Misbak, Misbak Muhammad Willy Apriza Munawir, Muhamad Mutia Febriani Nanda Leopinda Putri Neliana, Tri Nurisnaeni, Nurisnaeni Putri, Amelia Amanda Ramadhan, Hikmah Akbar Robiul Rawi, Rawi Rifa Rohidatul Aisya Rifky Alfiansyah Rina Destiana Rivaldi, Rival Rosada, Nilta Siti Nurlaelatul Jannah Wiwik Handayani Yeni, Tri Yusuf Yusuf