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All Journal Journal of Economic, Bussines and Accounting (COSTING) Management Studies and Entrepreneurship Journal (MSEJ) Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Minfo Polgan (JMP) TOFEDU: The Future of Education Journal Jurnal Ekonomi, Manajemen, Akuntansi
Nandang Nandang
Universitas Pendidikan Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Mathematics Social Sciences Other

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The Influence of Marketing Campaigns on Business Sustainability Through Customer Satisfaction at Azka Laundry Imam Permana; Nandang Nandang; Ismail Yusup
The Future of Education Journal Vol 4 No 9 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v4i9.1211

Abstract

The development of marketing strategies has made marketing campaigns increasingly important in shaping customer perceptions and experiences, which ultimately drive customer satisfaction and influence business sustainability amid intense market competition. Azka Laundry is one of the MSMEs that applies marketing campaigns; however, it has experienced a decline in revenue, prompting the business to implement an additional promotional strategy by distributing free takjil. Therefore, this study aims to analyze the influence of marketing campaigns on business sustainability through customer satisfaction using a descriptive quantitative method with 234 respondents. The data were analyzed using SmartPLS through outer model testing, inner model testing, and hypothesis testing. The results show that marketing campaigns have a significant and positive effect on customer satisfaction and business sustainability. In addition, customer satisfaction significantly and positively mediates the influence of marketing campaigns on business sustainability. These findings indicate that the more effective the marketing campaign strategy implemented, the higher the level of customer satisfaction, which ultimately supports the stability and long-term sustainability of Azka Laundry’s business.
The Influence of Marketing Mix on Purchase Decision in the Kiyoptiykey Entrusted Service Novianti Amalia Setiawati; Nandang Nandang; Nizza Nadya Rachmani
The Future of Education Journal Vol 4 No 9 (2025)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v4i9.1230

Abstract

Amidst the growing interest of Indonesians in Korean culture, especially K-Pop, the demand for K-Pop merchandise has increased. However, direct purchases from official platforms based overseas are often hampered by high shipping costs and taxes, causing many consumers to turn to entrusted service. Kiyoptiykey is one such proxy service for purchasing K-Pop merchandise. Despite high market interest, Kiyoptiykey has experienced a decline in sales because the majority of transactions come from repeat customers, while the number of new customers has not increased significantly. Therefore, this study was conducted to analyze the effect of the marketing mix on purchasing decisions for Kiyoptiykey's entrusted service using descriptive quantitative methods on 118 respondents who were consumers who had used the service or purchased merchandise from Kiyoptiykey at least once. Data analysis was performed through validity and reliability tests, classical assumption tests, and hypothesis testing using simple linear regression with the help of SPSS. The results of this study indicate that all dimensions of the marketing mix have a positive effect on purchasing decisions and influence 80% of them. These findings identify that the more effective the marketing mix strategy, the stronger the consumer's purchasing decision for Kiyoptiykey's entrusted service.
Analisis Pelaksanaan Inkubator Bisnis Dalam Upaya Meningkatkan Kinerja Wirausaha Mahasiswa HIPMI PT UPI Ahdi Ahdi; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.18967

Abstract

Program Inkubator Bisnis HIPMI Perguruan Tinggi Universitas Pendidikan Indonesia (HIPMI PT UPI) merupakan program yang bertujuan untuk mendukung pengembangan kemampuan kewirausahaan mahasiswa melalui kegiatan pelatihan, mentoring, dan pendampingan usaha. Penelitian ini bertujuan untuk mendeskripsikan gambaran kinerja wirausaha mahasiswa setelah mengikuti program inkubator bisnis serta mengidentifikasi faktor-faktor yang menyebabkan pelaksanaan program belum berjalan secara optimal. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif. Informan penelitian terdiri atas pengelola program, mentor, dan mahasiswa peserta program yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan teknik reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa peserta program mengalami perkembangan pada aspek capaian hasil usaha, kemampuan meyakinkan orang lain, kompetensi usaha, dan perilaku kewirausahaan. Program memberikan pengalaman belajar, pemahaman, serta keterampilan yang mendukung pengembangan usaha mahasiswa. Namun demikian, pelaksanaan program masih menghadapi beberapa kendala, antara lain analisis kebutuhan peserta yang belum dilakukan secara sistematis, perencanaan program yang belum terarah, pelaksanaan pendampingan yang masih terbatas, serta evaluasi program yang belum dilakukan secara berkelanjutan. Berdasarkan temuan tersebut, Program Inkubator Bisnis Catalyst Center telah menjadi sarana pengembangan kewirausahaan mahasiswa, namun masih diperlukan perbaikan pada aspek analisis kebutuhan, perencanaan, pelaksanaan, dan evaluasi agar pelaksanaan program dapat berjalan lebih optimal.
Pengaruh Service Quality Terhadap Custumer Loyalty Pada Dealer Suzuki Tasikmalaya : Studi Kasus Pada PT. Cakra Putra Parahyangan Toip Saputra; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19035

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh service quality terhadap customer loyalty pada dealer suzuki tasikmalaya (studi kasus pada PT.Cakra putra parahyangan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 100 pelanggan dealer Suzuki tasik. Analisis data yang dilakukan menggunakan metode penilaian tingkat capaian responden, uji normalitas, uji heterokedasitas, analisis regresi linier sederhana, uji t serta uji koefisien determinasi.Hasil penelitian menunjukan service quality berpengaruh positif dan signifikan terhadap customer loyalty.Hal ini ditunjukan oleh nilai koefisien regresi sebesar 0,298 dengan nilai t-hitung sebesar 7,785 dan tingkat signifikansi < 0,001. Selain itu, hasil uji koefisien determinasi menunjukkan bahwa Service Quality mampu menjelaskan Customer Loyalty sebesar 38,2% sedangkan sisanya dapat dijelaskan oleh faktor-faktor lain. Hasil penelitian diharapkan dapat memberikan wawasan mengenai pengaruh Service Quality terhadap Customer Loyalty pada perusahaan di bidang otomotif serta memberikan rekomendasi strategis bagi perusahaan dalam meningkatkan loyalitas pelanggan.
Peran User Generated Content TikTok dalam Membentuk Keputusan Pembelian Produk OMG pada Generasi Z di Jawa Barat Dede Nisa Laila Nurazizah; Nandang Nandang; Azizah Fauziyah
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19085

Abstract

Di tengah tingginya penggunaan TikTok oleh Generasi Z, OMG sebagai salah satu brand kosmetik lokal menghadapi tantangan dalam mempertahankan kinerja penjualannya di tengah persaingan industri kosmetik digital. Meskipun memiliki eksposur yang cukup tinggi di TikTok, tren penjualan OMG menunjukkan kondisi yang fluktuatif dan brand ini belum mampu bersaing secara optimal dengan kompetitornya. Oleh karena itu, penelitian ini mengkaji pengaruh User Generated Content (UGC) TikTok terhadap keputusan pembelian produk OMG pada Generasi Z di Jawa Barat. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif yang melibatkan 385 responden yang dipilih menggunakan teknik purposive sampling. Data yang diperoleh melalui kuesioner dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukkan bahwa User Generated Content (UGC) TikTok berpengaruh positif dan signifikan terhadap keputusan pembelian produk OMG. Variabel UGC mampu menjelaskan 62,8% variasi keputusan pembelian, sedangkan 37,2% sisanya dipengaruhi oleh faktor-faktor lain di luar model penelitian. Temuan ini menunjukkan bahwa User Generated Content memiliki peran penting dalam mendorong keputusan pembelian konsumen terhadap produk OMG.
The Effect of Tiktok Content Marketing on Brand Awareness of the Glad2Glow Nadila Irawan; Nandang Nandang; Ismail Yusup
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19466

Abstract

The beauty industry is growing rapidly, driving intense competition among skincare brands. Glad2Glow, a China-based skincare and make-up brand popular among Generation Z, experienced fluctuating brand reputation and recurring consumer confusion about product information on TikTok. This study aims to describe content marketing and brand awareness, and to analyze the effect of TikTok content marketing on brand awareness of Glad2Glow products. This study used a quantitative method with a descriptive-verificative approach. Data were collected through a structured online questionnaire using a five-point Likert scale, distributed to 384 Generation Z respondents who had been exposed to Glad2Glow's TikTok content and used or purchased Glad2Glow products, selected through purposive sampling. Data were analyzed using descriptive statistics, classical assumption tests, and simple linear regression. The results show that both content marketing and brand awareness are in the high category. Content marketing has a positive and significant effect on brand awareness, with an R² value of 0.318. These findings indicate that educational, informative, and trustworthy TikTok content plays an important role in strengthening consumer awareness of the Glad2Glow brand.
Co-Authors Adam Rizqi Gustami Ahdi Ahdi Azizah Fauziyah Dede Nisa Laila Nurazizah Fathur Rahmat Nabawi Ghia Ghaida Kanita Imam Permana Ismail Yusuf Ismail Yusup Muhamad Rizki Akbar Nadila Irawan Novianti Amalia Setiawati Nur Inayah Rachmani, Nizza Nadya Rico Alfianur Azis Rosihan Wijaya Siti Alifah Nur Jamil Siva Sri Marwatun Nurfalah Toip Saputra Ujang Tajul Yulia Sopiati