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All Journal Jurnal Ilmiah Edunomika (JIE) International Journal of Management and Business Economics Journal of Economics, Entrepreneurship, Management Business and Accounting Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Intelek Dan Cendikiawan Nusantara Journal of Ekonomics, Finance, and Management Studies
Camelia Rizki Agrina
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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THE INFLUENCE OF PRODUCT UNIQUENESS ON PURCHASING DECISIONS WITH BRAND AMBASSADOR AS A MODERATING VARIABLE Ira Ningrum Resmawa; Camelia Rizki Agrina; Farida Akbarina; Suratman Suratman; Nurdin Nurdin; Abdul Razak Munir
JURNAL ILMIAH EDUNOMIKA Vol 8, No 3 (2024): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v8i3.14899

Abstract

Abstract This research is a quantitative study with an explanatory approach, namely an approach that relies on a number of previous studies as an initial foundation for building articles with the latest variations. The data used in the article is primary data that researchers obtained from 500 JNT employees spread throughout Indonesia. The data that was successfully collected was analyzed using the smart PLS 4.0 analysis tool. The result in this reserach show that the researcher's assumption regarding the Product Uniqueness variable can have a positive relationship direction and a significant influence on Purchasing Decisions can be accepted because the P-Vlues value is positive and below the significance level of 0.05, namely 0.014. In the second hypothesis, the researcher speculates with various credible research sources that the Brand Ambassador variable can strengthen the influence of the Product Uniqueness variable on Purchasing Decisions. The results of the second row of the third table of the Path Efficiency above show concomitant results because the P-Values also point to positive and are below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.014. This indicates that the better the Brand Ambassador owned by a product, the more the product is known to the public until it can finally strengthen the occurrence of Purchasing Decisions. Thus, the first and second hypotheses in this study can be accepted and proven. Keywords: Product Uniqueness, Purchasing Decisions , Brand Ambassador
Peningkatan Kesejahteraan Pendapat Asli Desa (PAD) melalui Pendirian dan Pelatihan Pojok Digital UMKM di Kabupaten Sumedang Andreas Recki Prasetyo; Camelia Rizki Agrina
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 2 No. 3 (2024): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 2 Nomor 3 Januari-Mare
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v2i3.268

Abstract

The SMEs Go-Digital Corner is one of the outcomes of collaboration between the Regional Development Planning Agency (BAPPEDA) of Sumedang and Oorange & DIGITS UNPAD - the Business Incubator Center of Universitas Padjadjaran. It represents a Pentahelix program collaboration for the implementation of the SMEs Go Digital program in Sumedang. The overall objective of this program is to provide encouragement and stimulus to UMKM actors in Sumedang, particularly in 22 villages affected by Covid-19. The general goal of this initiative is to help businesses in these 22 villages sustain and grow by utilizing online sales and facilitating logistics delivery. This initiative involves the participation of 11 lecturers from various faculties at Universitas Padjadjaran, 110 integrated Community Service Program (KKN) students, SMEs actors, BUMDes executives, and internet service providers. The digital corner activities took place from September 2021 to February 2022. The outcomes of this initiative include the establishment of 22 internet sources that can be utilized by the community in these 22 villages, comprising 14 Indihome packages and 8 Orbit packages. These 22 points can be maximized to create digital corners through various activities to enhance the Village-Owned Enterprises' revenue through optimal management by BUMDes.
Analysis Of Raw Material Inventory Management In OTR Laundry By Applying The Economic Order Quantity (EOQ) Method Camelia Rizki Agrina; Sari, Ernita
International Journal of Management and Business Economics Vol. 2 No. 3 (2024): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v2i3.594

Abstract

This study aims to determine and analyze the control of the main raw material inventory at OTR Laundry with an inventory management policy using the Economic Order Quantity (EOQ) method. The study focuses on inventory management at OTR Laundry located at Jalan Ciseke, Jatinangor, Sumedang. This study uses a quantitative approach. Primary data in this study were obtained through in-depth interviews with the owner of OTR Laundry and direct observation in the field. Secondary data were obtained from inventory records and the company's financial reports. Data collection techniques used were interviews, observations, and documentation. Data analysis was carried out by calculating optimal inventory requirements using the EOQ method and comparing them with the inventory policy implemented by OTR Laundry. The calculation results show a comparison between the total cost of fragrance inventory calculated based on the OTR Laundry policy and the EOQ calculation method. Savings using the EOQ method compared to the OTR Laundry policy on inventory cost expenditure amounted to Rp313,764. The results of this study are expected to provide recommendations for OTR Laundry in increasing the efficiency of managing the main raw material inventory and reducing operational costs.
Application of Control Chart for Defect Control in Asinan and Rujak Ciamix Based on POM-QM Camelia Rizki Agrina; Luthfia Qolbi Salima
International Journal of Management and Business Economics Vol. 3 No. 2 (2025): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v3i2.743

Abstract

This study aims to control defect rates in the production process of Asinan and Rujak Ciamix, a product of a micro, small, and medium enterprise (MSME), using control chart methods supported by POM-QM software. Primary data were collected from production volumes and defect occurrences during the production process in November 2024. The analysis revealed that the defect rate remained within control limits, despite the occurrence of defects such as overly sour taste, hard texture, and burnt sugar. The implementation of control charts facilitated real-time monitoring of the production process, enhanced operational efficiency, and supported accurate data-driven decision-making. This study demonstrates that integrating control chart methods with POM-QM software can assist MSMEs in maintaining process stability, minimizing product defects, and improving quality consistency to meet customer expectations. The findings underscore the potential of this approach to enhance quality management practices in MSME production processes.
Influencer Marketing and Marketplace Platforms: Driving Online Fashion Purchase Intention through Consumer Motivation Muhammad Aqshel Revinzky; Andreas Recki Prasetyo; Camelia Rizki Agrina; Rd. Rifqi Dwisanto; Joval Ifghaniyafi Farras
Journal of Economics, Entrepreneurship, Management Business and Accounting Vol 3 No 1 (2025): Volume 3, Issue 1, January 2025
Publisher : CV. Sakura Digital Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61255/jeemba.v3i1.563

Abstract

Fashion is a form of self-expression that reflects a person's identity, lifestyle, and social status. In addition to being a basic need, fashion is also a means of visual communication that allows individuals to express their personality, aesthetic preferences, and cultural affiliations. Along with the development of technology, especially through online platforms and social media, fashion is also increasingly accessible to various groups, including the younger generation (generation z), who are heavily influenced by influencers and digital trends. Therefore, fashion is now not only related to the style aspect, but also to the ever-evolving social, cultural, and economic dynamics. One way to understand the dynamics of the behavior of the younger generation in the fashion industry is to look at the role of digital marketing, especially through influencer marketing and marketplace platforms. This study aims to determine the direct and indirect effects of influencer marketing, marketplace platforms, consumer motivation on online fashion purchase interest. This study uses a quantitative approach of the Descriptive Explanatory type that describes the relationship between variables with a population of 114 Generation Z. The sampling technique used Proportional Random Sampling totaling 80 generation z students. The results of the study show that directly and indirectly influencer marketing, marketplace platforms, consumer motivation have a significant effect on online fashion purchase interest. Based on the research that has been conducted, it is expected to enrich the understanding of Generation Z digital consumer behavior and contribute to the development of more relevant and impactful marketing strategies for the online fashion industry and provide practical benefits for marketers and brands in developing the right marketing strategies.
Digital Marketing Strategies for Enhancing Brand Awareness: A Case Study of Hola Koffie in Bandung City Camelia Rizki Agrina; Adnan Prasetyo; Alisha Rahma Alfiyah
International Journal of Management and Business Economics Vol. 3 No. 3 (2025): Juni
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v3i3.1004

Abstract

The intense competition in the coffee shop industry in Bandung requires business owners to develop effective marketing strategies. This study aims to analyze and design a digital marketing strategy to increase brand awareness for Hola Koffie, a coffee shop targeting young consumers with affordable prices and premium quality. The approach includes designing brand guidelines, implementing content marketing, advertising campaigns, and offline activations through Instagram, TikTok, and GrabFood over a four-month period. The results show that consistent implementation of digital marketing strategies can increase reach and engagement on social media, as well as support revenue growth. This study emphasizes the importance of integrating digital and conventional marketing to create effective communication and build emotional connections with customers.
TREN PENELITIAN INTEGRASI AR/VR, CHATBOT, DAN GAMIFIKASI DALAM PEMASARAN DIGITAL Joval Ifghaniyafi Farras; Desty Kirana Hapsari; Camelia Rizki Agrina
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 2 No. 4 (2025): AGUSTUS - SEPTEMBER 2025
Publisher : PT. Intelek Cendikiawan Nusantara

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

Abstract

Perkembangan teknologi digital mendorong adopsi strategi pemasaran inovatif melalui integrasi teknologi imersif seperti Augmented Reality (AR), Virtual Reality (VR), chatbot berbasis kecerdasan buatan, dan mekanisme gamifikasi. Penelitian ini menggunakan analisis bibliometrik terhadap publikasi di basis data Scopus (periode 2020–2025) untuk memetakan tren penelitian, kata kunci dominan, dan kolaborasi penulis terkait penerapan teknologi tersebut dalam digital marketing. Data dianalisis menggunakan VOSviewer dan Biblioshiny untuk menghasilkan visualisasi jaringan, klaster tematik, serta statistik publikasi. Hasil menunjukkan tiga klaster utama: (1) teknologi imersif (AR/VR) yang meningkatkan keterlibatan emosional dan persepsi nilai konsumen, (2) media sosial dan interaksi konsumen yang memperkuat komunikasi dua arah melalui influencer marketing dan konten buatan pengguna, serta (3) pengalaman konsumen dan analitik data yang menggabungkan personalisasi dengan big data dan machine learning untuk strategi berbasis prediksi. Temuan ini menegaskan bahwa digital marketing bersifat multidisipliner, menggabungkan teknologi, psikologi konsumen, dan analitik data sebagai fondasi utama pengambilan keputusan strategis
Proyek Pemasaran Digital untuk Meningkatkan Brand Awareness dan Brand Loyalty Melalui Optimasi Social Media dan Email Marketing pada Titik Awal Kopitiam Jatinangor di Kabupaten Sumedang Agnees Velicia Pardede; Muhammad Ramadhani; Camelia Rizki Agrina
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.8985

Abstract

Titik Awal Kopitiam Jatinangor is an MSME in the culinary sector that has not yet fully optimized its digital marketing strategy. The main issues faced include low brand awareness and brand loyalty due to an unstructured and impersonal approach to social media and membership programs. This project aims to improve brand awareness and brand loyalty through the optimization of social media (Instagram and TikTok) and the implementation of email marketing based on Customer Relationship Management (CRM). The methods used include rebranding, developing a content marketing strategy through content pillars and a content calendar, and customer segmentation for more relevant email campaigns. The project showed significant performance improvements: Instagram followers increased by 4.33%, reach grew by 223%, and impressions rose by 84%. TikTok recorded a 70.76% increase in followers, 7,615% in reach, 4,470% in views, and 119.44% in likes. Email marketing achieved an open rate of 36.8% and a delivery rate of 97.7%. The membership repeat purchase rate also increased from 17.18% to 22.39%. These results demonstrate that the integration of social media and CRM-based email marketing is effective in enhancing brand awareness and brand loyalty. This project also contributes theoretically to the development of digital marketing strategies for MSMEs, particularly in the coffee shop sector.
Proyek Pemasaran Digital untuk Meningkatkan Brand Awareness dan Brand Loyalty Melalui Optimasi Social Media dan Email Marketing pada Titik Awal Kopitiam Jatinangor di Kabupaten Sumedang Agnees Velicia Pardede; Muhammad Ramadhani; Camelia Rizki Agrina
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.8985

Abstract

Titik Awal Kopitiam Jatinangor is an MSME in the culinary sector that has not yet fully optimized its digital marketing strategy. The main issues faced include low brand awareness and brand loyalty due to an unstructured and impersonal approach to social media and membership programs. This project aims to improve brand awareness and brand loyalty through the optimization of social media (Instagram and TikTok) and the implementation of email marketing based on Customer Relationship Management (CRM). The methods used include rebranding, developing a content marketing strategy through content pillars and a content calendar, and customer segmentation for more relevant email campaigns. The project showed significant performance improvements: Instagram followers increased by 4.33%, reach grew by 223%, and impressions rose by 84%. TikTok recorded a 70.76% increase in followers, 7,615% in reach, 4,470% in views, and 119.44% in likes. Email marketing achieved an open rate of 36.8% and a delivery rate of 97.7%. The membership repeat purchase rate also increased from 17.18% to 22.39%. These results demonstrate that the integration of social media and CRM-based email marketing is effective in enhancing brand awareness and brand loyalty. This project also contributes theoretically to the development of digital marketing strategies for MSMEs, particularly in the coffee shop sector.
Co-Authors Abdul Razak Munir Adnan Prasetyo Agnees Velicia Pardede Alisha Rahma Alfiyah Andreas Recki Prasetyo Desty Kirana Hapsari Farida Akbarina Ira Ningrum Resmawa, Ira Ningrum Joval Ifghaniyafi Farras Luthfia Qolbi Salima Muhammad Aqshel Revinzky Muhammad Ramadhani Nurdin Nurdin Rd. Rifqi Dwisanto Sari, Ernita Suratman Suratman