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All Journal Journal of Business and Behavioural Entrepreneurship Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen Jurnal Riset Manajemen Prosiding Seminar Nasional Unimus
Ritta Setiyati
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Health Professions Nursing Public Health

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PEMBERDAYAAN IBU-IBU KELOMPOK PKK RT 02/013 KELURAHAN SUDIMARA BARAT KECAMATAN CILEDUG KOTA TANGERANG DALAM RANGKA PENINGKATAN KETRAMPILAN YANG BERNILAI EKONOMI DI MASA PANDEMI COVID 19 Ritta Setiyati; Suryari Purnama; Novera Kristiani Maharani
Prosiding Seminar Nasional Unimus Vol 4 (2021): Inovasi Riset dan Pengabdian Masyarakat Post Pandemi Covid-19 Menuju Indonesia Tangguh
Publisher : Universitas Muhammadiyah Semarang

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

Abstract

Kecamatan Ciledug merupakan salah satu kecamatan yang berada di kota Tangerang dengan luaswilayah tercatat seluas 8.77 km2, dan berjarak sekitar 15 km dari titik pusat kota Tangerang. Secarageografis, kecamatan Ciledug terdiri dari 8 kelurahan yaitu Kelurahan Tajur, Parung Serab,Peninggilan, Peninggilan Utara, Sudimara Selatan, Sudimara Barat, Sudimara Jaya dan SudimaraTimur dengan ibu kota kecamatan terletak di Kelurahan Sudimara Barat. Kelurahan SudimaraBarat merupakan lokasi pelaksanaan kegiatan Pengabdian Masyarakat khususnya di Rt 02/013,yang masuk wilayah Perumahan Griya Kencana 2 Ciledug Tangerang. Jumlah KK di Rt 02/013berjumlah 77 KK, dan sebagian besar ibu-ibunya adalah ibu rumah tangga. Kegiatan ibu rumahtangga di luar rumah antara lain Posyandu dan Arisan bulanan, dan itupun dilakukan sebulan sekali,sehingga banyak waktu luang ibu-ibu di rumah. Untuk itu perlu dibuat suatu kegiatan untuk ibu-ibuberupa pelatihan ketrampilan yang sifatnya mempunyai nilai ekonomi. Ketrampilan tersebut tidakhanya untuk mengisi kekosongan waktu dirumah, juga bisa menghasilkan uang. Secara tidaklangsung akan menambah uang belanja bagi keluarganya, serta akan meningkatkan pendapatankeluarga. Beberapa kegiatan pelatihan ketrampilan akan dilakukan secara kelompok, artinyakegiatan ini akan dilakukan secara bersama-sama, antara lain : Pelatihan dalam rangkameningkatkan jiwa kewirausahaan di kalangan ibu-ibu Kelompok PKK dan Pelatihan ManajemenUsaha yang meliputi materi pemasaran, perencanaan anggaran dan akuntansi sederhana. Padakegiatan pengabdian masyarakat ini kami akan memberikan gagasan, ide dan motivasi untukmeningkatkan ketrampilan ibu-ibu yang bernilai ekonomi serta memberikan Pelatihan ManajemenUsaha (Pemasaran, Perencanaan Anggaran, Akuntansi sederhana). Dari kegiatan pengabdianmasyarakat ini diharapkan dapat menumbuhkan kewirausahaan dan meningkatkan ketrampilan ibuibuyang bernilai ekonomi, sehingga selain bisa memanfaatkan waktu luangnya, juga bisameningkatkan pendapatan keluarga di masa Pandemi Covid-19. Kata Kunci : pemberdayaan, peningkatan ketrampilan, pendapatan keluarga
Pengaruh Service Quality dan Customer Perceived Value terhadap Customer Satisfaction Dimediasi oleh Trust Miftahul Jannah Al Kutubi; Ritta Setiyati
JURNAL RISET MANAJEMEN (JURMA) Vol 3 No 1 (2025): JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v3i1.2978

Abstract

Customer satisfaction plays an important role in marketing strategies that can be implemented by the banking industry by providing the best facilities for its customers to be able to provide value and experience of the services provided so that trust increases. The aim of this research was to measure more specifically service quality and customer perceived value towards trust in customers using the Livin Mandiri application. This type of research is quantitative with a purposive sampling technique distributed through questionnaires to 100 male and female Livin Mandiri mobile banking user respondents aged 20 - 55 years and domiciled in West Jakarta. Primary data analysis was carried out using the Structural Equation Modeling (SEM) method. The results of this research show that the variables Service Quality, Customer Perception Value, Customer Satisfaction and Trust are proven to have a positive effect and the service quality variable has the greatest influence on trust. Then the biggest indirect influence is trust with service quality and customer satisfaction. This research contributes to the banking industry in maintaining and increasing customer satisfaction by looking at several factors in consumer complaints in an optimal and measurable manner. For further research, researchers suggest expanding the research area and looking for objects in other fields.
Pengaruh Customer Review dan Celebrity Endorser terhadap Purchase Intention Dimediasi oleh Trust Dhea Oktaviani; Ritta Setiyati
JURNAL RISET MANAJEMEN (JURMA) Vol 3 No 1 (2025): JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v3i1.2979

Abstract

Celebrity endorsers play an important role in marketing strategies that can be implemented by Make Over companies by providing accurate and interesting information for their consumers to be able to provide trust, satisfaction so that consumers make continuous purchases of the product. The purpose of this study was to determine the greatest influence on purchase intention. The population of this study is users of Make Over beauty products in Jakarta. This study uses a purposive sampling technique with the criteria of female social media users aged 17-25 years (Generation Z), following the official Make Over social media account, intending to or having purchased Make Over products, and residing in Jakarta which was distributed through a questionnaire to 100 generation z respondents. Primary data analysis was carried out using the Structural Equation Modeling (SEM) method. This study shows that the variables of customer review, celebrity endorser, purchase intention and trust can be proven to have a positive influence and the trust variable has the greatest direct influence on purchase intention. Then the trust variable has the greatest indirect influence on customer reviews and purchase intention. This study contributes to Make Over companies in maintaining and increasing purchase intention, which can be seen from several consumer trust factors formed from customer reviews and celebrity endorsers optimally and measurably. For further research, researchers suggest expanding the research area and looking for objects in other fields.
Pengaruh Electronic Word Of Mouth (E-WOM) dan Social Media Marketing Activities terhadap Purchase Intention Dimediasi Brand Image Nunung Sari; Ritta Setiyati
JURNAL RISET MANAJEMEN (JURMA) Vol 3 No 1 (2025): JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v3i1.2981

Abstract

Social media marketing activities an important role in marketing strategies that can be implemented by e-commerce companies by providing the best service for consumers to improve the company's brand image and increase consumer purchase intention. The purpose of this study was to measure more specifically Social media marketing activities on brand image and purchase intention. This type of research is quantitative with a purposive sampling technique distributed through a questionnaire to 100 respondents who use the Tiktok Shop application, male and female, aged 18-55 years and intend to or have purchased skincare products through the Tiktok Shop application and are in the DKI Jakarta area. Primary data analysis was carried out using the Structural Equation Modeling (SEM) method. The results of this study tested with the results that all affect. This study contributes to e-commerce companies for skincare products on Tiktok Shop in maintaining and increasing purchase intention, which can be seen from several factors, namely always having new innovations in every feature presented and presenting information that is appropriate and needed by consumers. Then e- commerce companies also need to listen to consumer criticism that can be constructive.
Factors Affecting Brand Love and its Implications for Marketing Strategy: A Systematic Literature Review Ritta Setiyati; Rina Anindita; Unggul Kustiawan
Journal of Business and Behavioural Entrepreneurship Vol. 9 No. 1 (2025): Journal of Business and Behavioural Entrepreneurship
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JOBBE.009.1.08

Abstract

This research examines the concept of brand love, which is increasingly important in modern marketing strategies. The concept of brand love is defined as a strong emotional connection between consumers and brands. Brand love has a significant influence on consumer behavior, including brand loyalty, purchase intention, and positive communication such as word of mouth (WoM). Through a systematic literature review, this research identifies various factors that influence brand love, such as brand personality, brand fit, consumer experience, as well as brand loyalty and brand trust. The SLR process began with formulating research questions using the PICo method, followed by identification, screening, and eligibility of articles indexed in the Scopus database from 2014 to 2024. By applying the PRISMA approach, 40 articles were obtained that were suitable for review. The methodology used is systematic literature review (SLR) with SEM analysis as the dominant method. The results showed that brand love can increase customer retention and positive communication from consumers. In addition, factors such as social media marketing, brand personality fit, and corporate social responsibility can also influence brand love. Further research is needed to understand the factors that influence brand love and how brands can utilize them for more effective marketing strategies. The findings provide valuable insights for academics and practitioners in understanding the dynamics of the relationship between consumers and brands, and the implications for more effective marketing strategies. As such, brand love is not only a valuable asset for brands, but also serves as a key driver in creating mutually beneficial long-term relationships between brands and consumers. Keywords: brand love, brand loyalty, word of mouth, Brand Personality, Consumer Experience
Faktor yang Mempengaruhi Niat Pembelian Kembali Konsumen Generasi Z pada Makanan Cepat Saji di Jakarta Barat Deni Prasetiyo; Ritta Setiyati
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 4 No. 4 (2025): Oktober: Inisiatif : Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v4i4.5232

Abstract

This study aims to analyze the factors that affect the purchase intention of Generation Z consumers towards fast food products in the West Jakarta area. The main focus of this study is on brand variables, food quality, service quality, and price. The research method used was quantitative with a survey approach, involving 200 respondents who were selected purposively. Data collection was carried out through questionnaire distribution, and data analysis using SPSS software version 27, including pretest test, multiple linear regression test, F test (simultaneous), and t test (partial) with a significance level of 5% (α = 0.05). The results showed that the four independent variables had a positive influence both simultaneously and partially on buyback intentions. These findings reinforce the existing literature on the importance of brand image, product quality, service, and price in shaping consumer decisions, especially in the Generation Z segment who have selective and responsive characteristics to quality and value. This research provides practical implications for fast food business actors to improve consumer experience-based marketing strategies to maintain loyalty and encourage sustainable repurchases.
Co-Authors Deni Prasetiyo Dhea Oktaviani Miftahul Jannah Al Kutubi Novera Kristiani Maharani Nunung Sari Rina Anindita Suryari Purnama Unggul Kustiawan