Article Per Year (5 Year)
p-Index From 2021 - 2026
1.407
P-Index
This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Penelitian dan Pengabdian Masyarakat Escalate : Economics and Business Journal Jurnal Cendekia Ilmiah
Hasti Pramesti Kusnara
Universitas Ma’soem
Humanities Economics, Econometrics & Finance Environmental Science Social Sciences Other

Published : 5 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 5 Documents
Search

 1 
Privacy Dilemmas : Navigating Marketing Strategies in a Post-Cookie Era Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (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.v7i4.10725

Abstract

This research investigates the dynamics of marketing strategies in the post-cookie era, focusing on PT Indo Pacific as a case study. It examines the influence of consumer privacy concerns and regulatory changes on the adoption and effectiveness of alternative tracking technologies, thereby impacting the overall effectiveness of marketing strategies. Using a quantitative research design with a sample of 60 employees, random sampling, and the Smart PLS tool for analysis, the study reveals significant direct and indirect effects. Results indicate that consumer privacy concerns and regulatory changes significantly influence the adoption of alternative tracking technologies, which in turn affect the effectiveness of marketing strategies. The findings underscore the importance of addressing consumer privacy concerns, complying with regulatory changes, and strategically adopting alternative tracking technologies to enhance marketing effectiveness while respecting privacy and ensuring compliance. These insights offer valuable guidance for businesses navigating the evolving landscape of digital marketing in the post-cookie era.
Strategi Pemasaran Marketing Mix (7P) Terhadap Penjualan Online dalam Meningkatkan Minat Beli : Studi Kasus pada UD. Kiripik Cawu Hasti Pramesti Kusnara; Wulan Satriana
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 4: Juni 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i4.4069

Abstract

The aim of this research is to determine the implementation of UD's marketing strategy. Kiripik.Cawu on sales in increasing buying interest, knowing the supporting and inhibiting factors in marketing strategies at UD. Kiripik.Cawu on sales in increasing buying interest and finding out the effectiveness of implementing UD's marketing strategy. Kiripik.Cawu on sales in increasing buying interest. Data analysis uses qualitative descriptive methods and marketing strategies use the marketing mix strategy (7P). The results of this research indicate that UD. Kiripik.Cawu has implemented a marketing mix strategy, namely Product, Price, Promotion, Process, people, Place and physical evidence, Products produced by UD. Kiripik.Cawu has various variations so that it can suit consumer tastes. implementing pricing strategies, UD. Kiripik.Cawu can compete with other product businesses because it offers affordable prices. UD. Kiripik.Cawu is effective in marketing products and increasing production and sales while maintaining product quality, price and innovative product variations.
Tren Konsumen Generasi Z dalam Pembelian Online Produk Eiger: Implikasi bagi Strategi Pemasaran Bisnis Digital Hasti Pramesti Kusnara; Raida Sri Rahmawati; Tiara Vindria Rusman Putri
J-CEKI : Jurnal Cendekia Ilmiah Vol. 3 No. 5: Agustus 2024
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v3i5.4624

Abstract

This research aims to analyze Generation Z consumer trends in online purchasing of Eiger products and the implications for digital business marketing strategies. Using quantitative exploratory methods, data was collected through a survey involving 100 Generation Z respondents. Correlation analysis shows that social media use (X1) has a strong positive relationship with online shopping behavior (X2) as well as factors that influence purchasing decisions (X3) . Multiple linear regression tests reveal that social media use significantly influences online shopping behavior, while other factors also have an important role although their influence is weaker. The results of this research indicate that Eiger's digital marketing strategy must prioritize the use of social media to increase interaction and engagement for Generation Z consumers, while also considering various other factors that influence their purchasing decisions.
Pelatihan Membangun Tim Unggul di Era Digital: Solusi Pertumbuhan BerkelanjutanUntuk UMKM Hijab (Pada C.V Syamil Hijab di Cicalengka) Fauzan Manafi Albar; Cucu Hodijah; Hasti Pramesti Kusnara; Umban Adi Jaya; Sofia Dewi
Jurnal Penelitian dan Pengabdian Masyarakat Vol. 4 No. 3 (2026): August 2026 In Press
Publisher : Yayasan Pondok Pesantren Sunan Bonang Tuban

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61231/eb5ar792

Abstract

The development of the digital era requires Micro, Small, and Medium Enterprises (MSMEs) to improve their competitiveness not only from a technological aspect, but also from the quality of human resources (HR). One of the main problems faced by MSMEs is the suboptimal management of effective, communicative, and adaptive work teams. CV Syamil, with 42 employees, as an MSME in the Muslim fashion sector, faces challenges in strengthening Teamwork and leadership. This community service activity aims to improve HR capacity through training to build superior teams that include effective communication, Teamwork, and leadership. The methods used are training, discussion, and Mentoring. The results of the activity show an increase in participants' understanding of Teamwork, organizational communication, and leadership. The impact of the activity is seen in increased work coordination and HR readiness to face changes in the digital era. Thus, strengthening HR is a key factor in supporting the sustainable growth of MSMEs.
Gamification in Marketing: Enhancing Customer Engagement through Interactive Experiences Mar'atush Sholihah; Hasti Pramesti Kusnara; Diana Fitri Anggraini
Escalate : Economics and Business Journal Vol. 2 No. 03: Creative Resilience and Market Innovation: Strategies for Sustainable Business Growth
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i03.128

Abstract

This study investigates the role of gamification in enhancing customer engagement on TikTok among users in the Jakarta area, focusing on the effects of interactive experiences and customer motivation. Gamification, through game-like elements such as challenges, points, and rewards, has emerged as a powerful tool for fostering deeper brand engagement and loyalty. Utilizing a quantitative research method, data were collected through online surveys of 100 TikTok users, with the analysis conducted via Structural Equation Modeling (SEM). The results demonstrate that gamification significantly impacts both interactive experiences and customer motivation, which, in turn, positively influence customer engagement. Additionally, the study reveals that interactive experiences and customer motivation act as mediators between gamification and engagement, amplifying the effectiveness of gamified marketing strategies. These findings highlight the potential for brands to leverage gamification to create sustained emotional connections and long-term loyalty in fast-paced, short-form video platforms like TikTok. The study also emphasizes the importance of understanding local cultural and demographic factors in tailoring gamified marketing approaches for maximum impact.
Co-Authors Cucu Hodijah Diana Fitri Anggraini Fauzan Manafil Albar Mar'atush Sholihah Raida Sri Rahmawati Sofia Dewi Tiara Vindria Rusman Putri Umban Adi Jaya Wulan Satriana