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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Balance Vocation Accounting Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Journal of Social Research 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 Asian Journal of Management, Entrepreneurship and Social Science Jurnal Pintar Pengabdian dan Pemberdayaan Masyarakat Scientechno: Journal of Science and Technology
Tiara Muthiarsih
Universitas Swadaya Gunung Jati
Agriculture, Biological Sciences & Forestry 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 Public Health Social Sciences Other

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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.
Perancangan Sistem Informasi Desa Berbasis Web (Studi Kasus: Desa Karangtengah Kab. Cirebon) Muthiarsih, Tiara
Jurnal Pintar Abdimas Vol 3 No 1 (2023): Volume 3 Nomor 1 Tahun 2023
Publisher : Lembaga Pengabdian Masyarakat Universitas Swadaya Gunung Jati

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

Abstract

Penelitian ini berfokus pada perancangan sebuah platform digital, yaitu website, sebagai sarana penyebarluasan informasi bagi masyarakat Desa Karangtengah. Tujuan utama dari perancangan ini adalah untuk meningkatkan keterlibatan masyarakat dalam pembangunan desa melalui akses informasi yang mudah dan cepat. Dalam hal ini penggunaan WordPress dapat berupa dapat berupa website sebagai media informasi Desa Karangtengah. Paper ini akan menjelaskan secara rinci setiap tahapan dalam proses perancangan, mulai dari identifikasi kebutuhan hingga implementasi fitur-fitur yang sesuai. Melalui metode penelitian kualitatif dan metodologi pengembangan waterfall, kami berhasil merancang dan mengimplementasikan website responsif yang menampilkan profil desa, pembaruan berita, struktur pemerintahan, dan informasi layanan masyarakat. Website ini secara signifikan meningkatkan aksesibilitas informasi dengan dampak terukur berupa peningkatan transparansi tata kelola desa, peningkatan partisipasi masyarakat dalam program pembangunan lokal, dan perbaikan promosi potensi ekonomi desa, khususnya budidaya tebu dan ikan lele. Evaluasi pasca-implementasi menunjukkan peningkatan 75% dalam kesadaran masyarakat terhadap program desa dan perbaikan 60% dalam kecepatan penyebarluasan informasi dibandingkan metode tradisional. Transformasi digital ini sejalan dengan UU No. 6 Tahun 2014 tentang Desa yang mengamanatkan sistem informasi digital untuk tata kelola pedesaan.
The Effect of Religiosity on Customer Trust on Brand Loyalty to McDonalds in Generation Z After the Israeli-Palestinian Conflict Dian Anggraeni; Nilta Rosada; Andin Kamila; Adi Setiawan; Tiara Muthiarsih
Interdiciplinary Journal and Hummanity (INJURITY) 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.
Behind Kelme's Sponsorship: The Role of Perceived Prestige and Bobotoh Involvement in Strengthening Persib Bandung's Brand Equity Rezka Arya Maulana; May Dedu; Tiara Muthiarsih
Journal of Social Research Vol. 5 No. 8 (2026): Journal of Social Research
Publisher : International Journal Labs (AHU-0028405-AH.01.14 Tahun 2022)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i8.3277

Abstract

The development of the professional sports industry has encouraged sports clubs to manage brand equity as a strategic asset capable of enhancing competitiveness and organizational value. In this context, sponsorship serves as a marketing instrument that can strengthen a club’s brand equity through the transfer of brand image from sponsor to sponsored organization. This study aimed to analyze the effect of Kelme’s sponsorship on Persib Bandung’s brand equity, focusing on the role of perceived prestige as a mediating variable and Bobotoh engagement as a moderating variable. The study adopted a quantitative approach using a purposive sampling technique involving 100 Bobotoh who met the research criteria. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that Kelme’s perceived sponsorship brand equity did not have a direct effect on Persib Bandung’s brand equity. However, perceived prestige significantly mediated the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. In addition, Bobotoh engagement did not moderate the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s perceived prestige, but it did strengthen the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. These findings indicate that improving club brand equity through sponsorship is more effective when it operates through the formation of perceived club prestige, while supporter engagement plays a reinforcing role in enhancing the impact of sponsorship-based brand image transfer.
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.
Revisiting Neoliberalism in Indonesian Minimarket Marketing Strategies and Financial Reporting: How Do They Perform? Rina Destiana; Rawi Rawi; Tiara Muthiarsih
Scientechno: Journal of Science and Technology Vol. 3 No. 1 (2024)
Publisher : Yayasan Adra Karima Hubbi

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.
From Awareness to Action: The Role of Green Product, Green Promotion, and Green Brand Image on Green Purchase Intention Among Innisfree Consumers Elsa Afril Liyaningsih; Misbak; Tiara Muthiarsih
Journal of Economics and Business UBS Vol. 15 No. 4 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/3d17rq18

Abstract

In this study, the aim of this study is to find out Green Product, Green Promotion, and Green Brand Image towards Green Purchase Intention in Innisfree consumers in Cirebon City. This study used a quantitative approach of associative clauseal design with 100 respondents selected through purposive sampling. The data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with the help of SPSS. Green Product partially has no positive effect on Green Purchase Intention. Meanwhile, Green Promotion and Green Brand Image partially have a positive and significant effect on Green Purchase Intention. Simultaneously together it has a significant impact on green purchase intention. R2 shows that 88.2% of the variation in Green Purchase Intention and the rest is influenced by other variables. These findings confirm that promotion and environmentally friendly brand image are key factors in encouraging green purchase intentions, while green products have not yet become the main consideration of Innisfree consumers in Cirebon City in determining purchase intentions
Co-Authors Adi Setiawan Adi Setiawan Andin Kamila Athiyatul Aula Damayanti, Alfina Devi Evian Rosmaningsih Dian Anggraeni Dini Andriyani Doni Susanto Elsa Afril Liyaningsih Faiza Dwi Rahmadhani H Herliani H. Misbak Ica Cahyani Irma Trimulyawati Karina Dewi Pertiwi Ladina Syafa Sholeha Laela Isnaeni Lukas Arturito May Dedu Misbak Misbak Misbak Misbak, Misbak Muhammad Willy Apriza Mutia Febriani Nanda Leopinda Putri Neliana, Tri Nilta Rosada Putri, Amelia Amanda Ramadhan, Hikmah Akbar Robiul Rawi Rawi Rawi, Rawi Rezka Arya Maulana Rifa Rohidatul Aisya Rifky Alfiansyah Rina Destiana Siti Nurlaelatul Jannah Yeni, Tri Yusuf Yusuf