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PENGARUH BRAND REPUTATION DAN PERCEIVED PRICE TERHADAP INTENTION TO SUBSCRIBE LAYANAN VIDEO STREAMING MAXSTREAM TELKOMSEL Nilasari, Irma; Nursjanti, Farida; Amaliawiati, Lia
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 7 No 3 (2023): Edisi September - Desember 2023
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v7i3.3410

Abstract

Perkembangan layanan SVoD (Subscription Video on Demand) di Indonesia cukup menjanjikan, terbukti dengan munculnya banyak pemain, baik pemain global maupun lokal. Salah satu yang menarik adalah Layanan SVoD MAXstream dari Telkomsel yang hanya dapat meraup 4,6% saja dari total jumlah pelanggan Telkomsel. Penelitian mengenai SVoD di Indonesia banyak terfokus pada pencarian faktor-faktor yang berpengaruh pada intention to subscribe. Penelitian ini mencoba menguji apakah brand reputation dan perceived price berpengaruh pada intention to subscribe. Penelitian ini menggunakan hasil survey kuesioner dan diolah dengan menggunakan metode regresi linier berganda. Berdasarkan hasil pengolahan data yang melibatkan 135 responden pengguna MAXstream di Indonesia, penelitian ini berhasil membuktikan bahwa brand reputation dan perceived price secara signifikan mempengaruhi intention to subscribe pengguna layanan MAXstream. Penelitian ini juga berhasil memperlihatkan bahwa perceived price lebih dominan dalam mempengaruhi intention to subscribe dibandingkan dengan brand reputation.
Dynamic Models: Analysis of Macroeconomic Variables And Islamic Banks Performance in Indonesia Covid19 Period amaliawiati, lia; Nursjanti, Farida; Nilasari, Irma
Jurnal Ilmu Keuangan dan Perbankan (JIKA) Vol. 13 No. 1: December 2023
Publisher : Program Studi Keuangan & Perbankan, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jika.v13i1.11386

Abstract

The Covid19 pandemic has had an impact on macroeconomic conditions, and shocks to these factors will have an impact on how well banks, particularly Islamic banks, perform financially. Using the Vector Error Correction Model (VECM), the data is processed in the form of time series with the goal of analyzing the relationship between the performance of Islamic banks and macroeconomic indicators over the short and long terms. The Granger Causality Test, Impulse Response Function and Variance Decomposition, were some of the additional VAR analyses examined. The analysis's findings indicate that Non Performing Finance (NPF), Capital Adequacy Ratio, interest, and inflation are the variables with the strongest long term and short term relationships according to the VECM model. The best variable used as the dependent variable is Non Performing Finance (NPF). In the long run NPF is influenced by Return on Assets (ROA), Nett Opertaing Margin (NOM), Capital Adequency Ratio (CAR), Finance Deposit Ratio (FDR), Industrial Production Index (IPI), Inflation (INF), Interest (INT). In the short run NPF is affected by NPF lag 1, CAR lag 1, inflation lag 1 and interest lag 1. The Granger Causality test results conclude that the variables that have a two-way relationship are INF and INT. The Variance Decomposition results conclude that the first stage of the NPF variant is explained by the contribution of the variable itself and then its contribution decreases because there are other contributions, especially from ROA. The results of the Impulse Response Function show that the shock is in a positive direction from ROA, CAR, FDR, IPI, INF, INT to NPF. Shock in the negative direction from NOM, Operating Expense to Operating Income (OEOI), and Exchange Rate (ER) to NPF. Pandemic covid19 telah mempengaruhi kondisi makroekonomi, guncangan yang terjadi pada variable makroekonomi akan berpengaruh pada kinerja keuangan bank khususnya bank syariah. Penelitian ini bertujuan untuk menganalisis hubungan antara kinerja bank syariah dengan variable makro ekonomi baik jangka pendek maupun jangka panjang dengan menggunakan Vector Error Correction Model (VECM), data yang diolah berupa times series. Beberapa analisis VAR lainnya yang dianalisis adalah Granger Causality Test , Variance Decomposition dan Impulse Response Fuction. Hasil analisis menyimpulkan bahwa berdasarkan model VECM variable yang mempunyai hubungan jangka panjang dan Pandemic covid19 telah mempengaruhi kondisi makroekonomi, guncangan yang terjadi pada variable makroekonomi akan berpengaruh pada kinerja keuangan bank khususnya bank syariah. Penelitian ini bertujuan untuk menganalisis hubungan antara kinerja bank syariah dengan variable makro ekonomi baik jangka pendek maupun jangka panjang dengan menggunakan Vector Error Correction Model (VECM), data yang diolah berupa times series. Beberapa analisis VAR lainnya yang dianalisis adalah Granger Causality Test , Variance Decomposition dan Impulse Response Fuction. Hasil analisis menyimpulkan bahwa berdasarkan model VECM variable yang mempunyai hubungan jangka panjang dan jangka pendek adalah Non Performing Finance, Capital Adequancy Ratio, interest, inflasi. Variable yang terbaik dijadikan variable dependen adalah Non Performing Finance (NPF). Dalam jangka panjang NPF dipengaruhi oleh ROA, NOM, CAR, FDR, IPI, INF, INT. Dalam jangka pendek NPF dipengaruhi oleh NPF lag 1, CAR lag 1, inflasi lag 1 dan interes lag 1. Hasil Granger Causality test menyimpulkan bahwa variable yang mempunyai hubungan dua arah adalah INF dan INT, Hasil Variance Decomposition menyimpulkan bahwa tahap pertama varian NPF dijelaskan oleh kontribusi variable itu sendiri dan selanjutnya kontribusinya semakin menurun karena ada kontribusi lain terutama dari ROA. Hasil Impuls Response Function menunjukkan bahwa shock arah positif dari ROA, CAR, FDR, IPI, INF, INT terhadap NPF. Shock arah negative dari NOM, OEOI, dan ER terhadap NPF. Islamic Bank Performance; Macroeconomiccs Variables; VECM; GCT; IRF; VD Islamic Bank Performance; Macroeconomiccs Variables; VECM; GCT; IRF; VD
Peningkatan Kompetensi dalam Bidang Manajemen Pemasaran melalui Pelatihan Berbasis Andragogi di Pusat Kegiatan Belajar Masyarakat (PKBM) Bina Mandiri Center - Kota Bandung Handayani, Rini; Munawar, Fansuri; Nilasari, Irma; Yudhanegara, Aditya; Hapsari, Ayuningtyas Y.; Oktaviani, Desy; Sukma, Andhi
Jurnal Pengabdian Dharma Laksana Vol. 6 No. 1 (2023): JPDL (Jurnal Pengabdian Dharma Laksana)
Publisher : LPPM Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/j.pdl.v6i1.32824

Abstract

Pusat Kegiatan Belajar Masyarakat (PKBM) merupakan lembaga  yang   bergerak dalam bidang pendidikkan,  dibentuk oleh masyarakat dan ada dibawah bimbingan dan   pengawasan  Dinas Pendidikan Nasional. PKBM memiliki tujuan  memberi kesempatan kerja yang luas untuk meningkatkan keterampilan dan pengetahuan dalam mencari nafkah dan mengembangkan diri , khususnya bagi masyarakat yang kurang mampu. Pada umumnya PKBM masih mengalami kendala dalam pelaksanaannya  yaitu belum mengacu pada standar nasional pendidikkan, salah satunya meliputi standar kompetensi lulusan, dimana lulusan kurang memiliki keterampilan yang memadai. Program PKM ini  menyasar mitra PKBM  yang berlokasi di  Jl. Tubagus Ismail No. 57 Kel. Sekeloa Kec. Coblong kota Bandung, dengan  memfokuskan pada peningkatan keterampilan warga belajar Bina Mandiri Center melalui pelatihan dalam bidang pemasaran, melalui metode pelatihan Andragogi. Tahapan Pelatihan diawali dengan Training Needs Analysis yang dilanjutkan dengan Achieving  Service Excellence dan Summary Evaluation Report. Penyelenggaraan pelatihan telah dilaksankan dengan baik, berkat persiapan yang baik pada tahap penggalian kebutuhan pelatihan yang tepat sasaran.
OPTIMALISASI PEMANFAATAN SUMBER DAYA UNTUK MENCIPTAKAN KEUNGGULAN BISNIS Sukandi, Pipin; Hapsari, Ayuningtyas Yuli; Dalimunthe, Gallang Perdhana; Lisdayanti, Annisa; Nilasari, Irma
Jurnal Abdimas Bina Bangsa Vol. 5 No. 2 (2024): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v5i2.1188

Abstract

Optimizing resource utilization is a crucial strategy in creating business advantages in an era of increasingly fierce global competition. This community service activity examines how the company can maximize the use of its resources, both tangible and intangible, to improve operational efficiency and competitiveness in the market. The study combines analysis of the current literature with case studies from various industries to identify best practices in resource management. The main focus is given on four key aspects: human resources, technology, finance, and organizational knowledge. The results of this activity show that companies that successfully optimize their resources have several common characteristics, including: 1) the implementation of an integrated resource management system, 2) continuous investment in employee competency development, 3) the adoption of appropriate technology, 4) the strategic allocation of financial resources, and 5) an organizational culture that encourages continuous innovation and learning. Furthermore, this community service activity will be sustainable, including in business assistance.
MENINGKATKAN DAYA SAING BISNIS UMKM STRATEGI ADAPTASI DI ERA DIGITAL Sukandi, Pipin; Lisdayanti, Annisa; Hapsari, Ayuningtyas Yuli; Nilasari, Irma; Latifah, Ifa
Jurnal Abdimas Bina Bangsa Vol. 6 No. 1 (2025): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v6i1.1691

Abstract

This research aims to analyze and formulate adaptation strategies that can be applied by Micro, Small and Medium Enterprises (MSMEs) in increasing competitiveness in the digital era. Digital transformation has fundamentally changed the business competition landscape, so MSMEs need to adjust their strategies to be able to survive and grow. The research uses a training method with a case study approach on MSMEs under the auspices of a cooperative in the city of Bandung. Data collection was carried out through in-depth interviews, observations, and documentation studies. The results of the study show that effective adaptation strategies include: (1) Optimizing the use of digital platforms and social media for marketing and sales, (2) Developing an information technology-based management system to improve operational efficiency, (3) Improving human resource capabilities in mastering digital technology, (4) Implementing a business model that is more flexible and responsive to market changes, and (5) Building strategic collaboration with various stakeholders in the digital ecosystem. The implementation of this strategy has been proven to increase the competitiveness of MSMEs, which is reflected in increased sales, operational efficiency, and expansion of market reach. This research makes a practical contribution to MSME actors in formulating adaptation strategies in the digital era as well as theoretical contributions in the development of digital-based MSME business strategy models
The impact of anthropomorphism, consumer trust, and consumer attitude on purchase decisions of environmentally friendly products Munawar, Fansuri; Handayani, Rini; Nilasari, Irma; Yudanegara, Aditya; Oktaviani, Desy
Enrichment : Journal of Management Vol. 13 No. 1 (2023): April: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i1.1215

Abstract

Environmentally friendly product purchase behavior is receiving increasing attention in the current marketing literature because understanding it is critical to the growing number of companies developing and marketing green products. However, only some know the importance of environmentally friendly products that can reduce adverse environmental effects. This study aims to analyze the factors that can increase consumer purchasing decisions for this environmentally friendly product. This study examines anthropomorphism, consumer trust, and attitudes toward purchasing decisions for environmentally friendly products. Sampling was conducted on 200 respondents who use environmentally friendly products in Bandung. The data analysis used is a structural equation model based on partial least squares (SEM-PLS) with the help of SmartPLS 3.0. All hypotheses in this study were accepted based on the data processing results. It means that anthropomorphism can have a positive effect on consumer trust and consumer attitudes. In addition, anthropomorphism, consumer trusts, and consumer attitudes can also directly influence the purchasing decisions of environmentally friendly products.
Pengaruh Augmented Reality Marketing Terhadap Minat Beli Konsumen Melalui Customer Engagement pada Sephora di Indonesia Lisdayanti, Annisa; Nilasari, Irma
Jurnal Riset Rumpun Ilmu Ekonomi Vol. 4 No. 1 (2025): April: Jurnal Riset Rumpun Ilmu Ekonomi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrie.v4i1.5980

Abstract

This study analyzes the influence of Augmented Reality (AR) technology on consumer purchase intention with customer engagement as an intervening variable at Sephora Indonesia. This quantitative research involved 150 respondents who are users of Sephora Virtual Artist, analyzed using Structural Equation Modeling (SEM). The research instrument measures three main variables: Augmented Reality (interactivity, vividness, novelty), Customer Engagement (cognitive, emotional, behavioral), and Purchase Intention (intention, willingness, likelihood to purchase) using a five-point Likert scale. The research results show that AR has a positive and significant effect on customer engagement and purchase intention. Customer engagement also has a positive effect on purchase intention and is proven to mediate the relationship between AR and purchase intention. This study contributes to the AR literature in beauty e-commerce and recommends that Sephora optimize AR features, develop comprehensive customer engagement strategies, and continue investing in AR technology as a competitive advantage.
PENGARUH CITRA MEREK, FITUR PRODUK DAN PERSEPSI HARGA TERHADAP MINAT BELI PRODUK AIR MINUM DALAM KEMASAN MEREK CLUB DI KOTA BANDUNG Parulian S, Yan Jaya Erry; Nilasari, Irma
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 3 (2025): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i3.6218

Abstract

Latar belakang studi ini berfokus pada meningkatnya persaingan di industri minuman kemasan, yang mengharuskan perusahaan untuk lebih memahami faktor-faktor pemasaran yang dapat memengaruhi minat beli konsumen. Penelitian ini menitikberatkan pada bagaimana citra merek, keunggulan fitur produk, dan persepsi konsumen terhadap harga dapat mempengaruhi minat beli. Tujuan penelitian ini yaitu untuk menganalisis sebuah imbas citra merek, fitur produk, dan persepsi harga terhadap minat beli konsumen pada produk AMDK merek Club di Kota Bandung. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif dengan menggunakan metode survei, data dikumpulkan dari 103 responden yang berdomisili di Kota Bandung. Instrumen kuesioner telah diuji untuk validitas dan reliabilitas. Hasil analisis memperlihatkan bahwa secara simultan, ketiga variabel independen (citra merek, fitur produk, dan persepsi harga) memberikan kontribusi yang signifikan terhadap minat beli konsumen. Namun, secara parsial, hanya citra merek dan persepsi harga yang memiliki imbas positif dan signifikan terhadap minat beli, sementara fitur produk tidak memperlihatkan imbas signifikan. Implikasi managerial dari penelitian ini memperlihatkan bahwa perusahaan perlu memprioritaskan penguatan citra merek dan persepsi harga yang baik dalam strategi pemasarannya. Peningkatan kualitas fitur produk juga perlu menjadi perhatian yang harus dipriotaskan untuk menarik minat konsumen. Dengan pendekatan strategis ini, diharapkan minat beli konsumen dapat meningkat, serta posisi merek Club dalam pasar AMDK dapat diperkuat.