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All Journal Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat JAIM (Jurnal Abdi Masyarakat) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Jurnal Orientasi Bisnis dan Entrepreneurship Jurnal Ekonomi Perjuangan (JUMPER) eMBeJi : Manajemen dan Bisnis Jurnal Proceeding National Conference Business, Management, and Accounting (NCBMA) Journal of Artificial Intelligence and Digital Business Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Journal Economics Technology and Entrepreneur Jurnal Pengabdian Masyarakat dan Riset Pendidikan EKOBIMA Ekonomi Bisnis dan Manajemen JIMEK Jurnal Simki Economic
Alfin Nur Arifah Alfin
Universitas Cipasung Tasikmalaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Pengaruh Content Marketing dan Storytelling Marketing di Media Sosial Instagram terhadap Brand Awareness Perusahaan : Studi Kasus pada Perkebunan Durian Aa Kadu Tazkia Normatiena Muhyiddin; Aditia Abdurachman; N. Nelis Febriani SM; Alfin Nur Arifah
Jurnal Simki Economic Vol 9 No 1 (2026): Volume 9 Nomor 1 Tahun 2026
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/jse.v9i1.1502

Abstract

This study aims to determine the effect of content marketing and storytelling marketing on Instagram social media on brand awareness at AA Kadu Plantation. The background of this study departs from the increasing importance of social media as a digital marketing tool, especially in building brand awareness. This study uses a quantitative method with a survey technique by distributing questionnaires to 100 respondents who are consumers of AA Kadu Plantation. The data obtained were then analyzed using multiple linear regression analysis to test the influence between variables. The results show that content marketing has a positive and significant effect on brand awareness, as well as storytelling marketing has a positive and significant effect on brand awareness. The conclusion of this study is that the implementation of consistent, high-quality, and creative content marketing and storytelling marketing strategies through Instagram can increase consumer brand awareness of AA Kadu Plantation.
Pengaruh Influencer TikTok Terhadap Brand Awareness Produk Somethinc Pada Generasi Z Dengan Interaktivitas Pengguna Sebagai Variabel Mediasi Anne Zahratussa’adah; Aditia abdurachman; Rina madyasari; Alfin nur arifah
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 12 No. 1 (2026): ATRABIS: Jurnal Administrasi Bisnis (e-Journal) - Juni 2026
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v12i1.2978

Abstract

This study aims to analyze the influence of TikTok influencers on brand awareness of Somethinc products among Generation Z in Indonesia, with user interactivity as a mediating variable. This research is motivated by the suboptimal brand awareness of Somethinc despite utilizing TikTok influencers as a digital marketing strategy. Furthermore, previous research on the influence of influencer marketing on brand awareness has shown mixed results, while studies on the role of user interactivity as a mediating variable are still limited. The novelty of this study lies in examining user interactivity in explaining the relationship between TikTok influencers and brand awareness of local skincare products. The study used a quantitative approach involving 135 Generation Z TikTok users in Indonesia. The results showed that TikTok influencers positively influence user interactivity and brand awareness. User interactivity also positively influences brand awareness and partially mediates the relationship. These findings suggest that Somethinc needs to optimize interactive campaigns and user-generated content to increase brand awareness.
Peran Entrepreneurial Competence Generasi Penerus Dalam Mengatasi Stagnasi Bisnis dan Meningkatkan Daya Saing Usaha Bakso Alif Irvansyah; Rina Madyasari; Alfin Nur Arifah; Ardhiansyah
JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK) Vol 7 No 1 (2026): Juni
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Muslim Nusantara Al-Washliyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32696/jimk.v7i1.6537

Abstract

This study examines the role of entrepreneurial competence among successor generations in overcoming business stagnation and enhancing the competitiveness of a family-owned meatball (bakso) business in Singaparna District, Tasikmalaya Regency. The research employed a qualitative case study approach involving three key informants: the business founder (Mr. Sukiyo) and two successor generations (Mr. Wawan and Mr. Purwanto). Data were collected through in-depth interviews, observation, and documentation, and were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014) through source and method triangulation.The findings indicate that the entrepreneurial competence of the successor generations is relatively strong in terms of opportunity identification and daily operational management, but remains weak in product innovation, digital marketing, and financial literacy. Business stagnation is influenced by limited innovation, the absence of structured financial records, and the increasing competition within the local culinary business sector. Nevertheless, the business maintains its competitiveness through the authenticity of its recipe and long-term customer loyalty across generations. The stagnation of the business indicates a tendency toward an autonomy crisis, where business management remains largely centralized under the founder, limiting the successors’ opportunities for decision-making and innovation development.
Pengaruh Pendidikan Non-Formal dan Pelatihan Keterampilan Terhadap Kinerja Womenpreneur di Pedesaan Kabupaten Tasikmalaya Ghaida Nur Azizah; Alfin Nur Arifah; Herdiyanti; Rina Madyasari
JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK) Vol 7 No 1 (2026): Juni
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Muslim Nusantara Al-Washliyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32696/jimk.v7i1.6642

Abstract

Women entrepreneurs in rural areas occupy a pivotal position within Indonesia's inclusive economic development; however, the level of their business performance remains suboptimal due to constrained access to capacity-building initiatives. The objective of this study was to assess the extent to which non-formal education and skill development increase the welfare of female entrepreneurs in a rural district of Tasikmalaya Regency. Through a survey design and quantitative explanatory techniques, information was collected from 100 female micro-business owners selected through purposive sampling. The major data collection instrument was a structured questionnaire with a 1–5 Likert scale. Multiple linear regression was then utilized to examine the data with SPSS software. The outcomes showed that the performance of female entrepreneurs was positively and statistically significantly influenced by non-formal education and skills development. Taken together, these two variables account for 51.0% of the total variance in womenpreneur performance. These results carry important implications for policymakers and local government authorities, who are urged to institutionalize and integrate non-formal education and skills training into structured empowerment frameworks aimed at advancing business performance and economic self-reliance among rural women in Tasikmalaya Regency.
Pengaruh Modal Sosial dan Jaringan Bisnis Terhadap Pengembangan Usaha Bordir di Kota Tasikmalaya Resky Ichsan Taufik; Alfin Nur Arifah; Rina Madyasari; Yudi Setia Rachmanda
JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK) Vol 7 No 1 (2026): Juni
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Muslim Nusantara Al-Washliyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32696/jimk.v7i1.6699

Abstract

The embroidery industry is one of the leading business sectors in Tasikmalaya City and has significant potential to support regional economic growth. However, many business owners still face limitations in utilizing social capital and developing business networks, resulting in less optimal business development. This study aims to examine the influence of Social Capital and Business Networks on the Development of Embroidery Businesses in Tasikmalaya City. This research employed a quantitative method with a survey approach. The population consisted of embroidery business owners in Tasikmalaya City, with a sample of 94 respondents selected using purposive sampling. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), F-test, and t-test with the assistance of IBM SPSS Statistics. The results indicate that Social Capital has a positive and significant effect on Business Development, with a regression coefficient of 0.356 and a significance value of 0.002. Business Networks also have a positive and significant effect on Business Development, with a regression coefficient of 0.463 and a significance value of 0.000. These findings suggest that stronger social capital and broader business networks contribute to higher levels of embroidery business development in Tasikmalaya City
Fondasi Bisnis Modern Fashion: Transformasi Keuangan Digital, Ekspansi Marketplace, dan Penguatan Brand Identity: Pengabdian Dheri Febiyani Lestari; Isyana Rahayu; Nurherawati; Sri Sudiarti; Herdiyanti; Della Apriani; Alfin Nur Arifah
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 5 No. 1 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 5 Nomor 1 (Juli 2026 -
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v5i1.7234

Abstract

UMKM DYORAKLIK di bidang fashion di Kelurahan Cibunigeulis, Kota Tasikmalaya, menghadapi kendala berupa belum optimalnya legalitas usaha, identitas merek, pencatatan keuangan digital, dan pemasaran yang masih konvensional. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kapasitas usaha melalui penguatan legalitas, transformasi keuangan digital, pemasaran digital, dan brand identity. Metode yang digunakan adalah Participatory Action Research (PAR) berbasis pendampingan intensif selama Maret–Juni 2026 melalui tahapan observasi, perencanaan, implementasi, monitoring, evaluasi, dan pembiasaan. Pendampingan dilakukan hingga mitra mampu mengimplementasikan setiap program secara mandiri. Hasil kegiatan menunjukkan bahwa UMKM DYORAKLIK berhasil memperoleh Nomor Induk Berusaha (NIB), memiliki company profile dan media promosi, menerapkan pencatatan keuangan digital, serta mengoptimalkan pemasaran melalui media sosial dan platform digital. Pendekatan PAR berbasis pendampingan terbukti meningkatkan kapasitas pengelolaan usaha, mendorong praktik bisnis yang lebih profesional, dan memperkuat daya saing UMKM secara berkelanjutan.
PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO X.A.H.A.R.A KABUPATEN TASIKMALAYA Neng Hasna Nabilah; Rina Madyasari; Alfin Nur Arifah; Yudi Setia Rachmanda
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2497

Abstract

This research is based on the phenomenon of declining sales experienced by the X.A.H.A.R.A store in Tasikmalaya Regency. The purpose of this study is to analyze the influence of Social Media Marketing and Brand Image, both individually and in combination, on consumer purchasing decisions at the X.A.H.A.R.A store in Tasikmalaya Regency. The method used is a quantitative approach, with descriptive and verification approaches. This study also involved respondents aged at least 17 years who had gone through the product purchasing process at the store. Primary data collection was conducted through the distribution of online questionnaires to 100 respondents selected using purposive sampling techniques, using the Cochran formula. The data analysis stage was completed with the assistance of SPSS statistical software. The results of the testing in this research confirm that strengthening Social Media Marketing strategies and building a solid Brand Image are crucial aspects for companies in stimulating consumer purchasing decisions.
MODEL KUANTITATIF DAYA SAING UMKM KULINER: PENGARUH INOVASI PRODUK, HARGA, LOKASI PADA RIZKY SNACK Aghnia Ghaida; Rina Madyasari; Alfin Nur Arifah; Yudi Setia Rachmanda
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2499

Abstract

The increasingly competitive landscape for MSMEs compels business owners to enhance their competitiveness through various strategies, such as product innovation, pricing, and location. This study aims to examine and analyze the impact of product innovation, pricing, and location on the competitive advantage of the MSME "Rizky Snack" in Garut Regency. A quantitative approach was employed, utilizing a survey method in which questionnaires were distributed to Rizky Snack consumers. The data were analyzed using SPSS software and multiple linear regression analysis. The results indicate that product innovation, pricing, and location have a positive and significant effect on the competitiveness of Rizky Snack. Consequently, it can be concluded that enhancing product innovation, implementing competitive pricing strategies, and selecting an optimal location can boost Rizky Snack's competitive advantage in Garut Regency, thereby helping the business maintain its market position and navigate the evolving competitive landscape
Pengaruh Motivasi Intrinsik, Lingkungan Keluarga dan Pengetahuan Kewirausahaan terhadap Minat Berwirausaha Gen Z di Kabupaten Tasikmalaya Ace Abdul Kholik; Alfin Nur Arifah; Ardhiansyah Ardhiansyah; Herdiyanti Herdiyanti
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.12162

Abstract

This study aims to analyze the influence of intrinsic motivation, family environment, and entrepreneurial knowledge on the entrepreneurial interest of Generation Z in Tasikmalaya Regency. The research employed a quantitative approach using an explanatory survey method. The population consisted of Generation Z individuals aged 12–27 years residing in Tasikmalaya Regency. The sampling technique used was purposive sampling, with a total sample of 68 respondents determined using the Cochran formula. Data were collected through a Likert scale questionnaire ranging from 1–5, which had been tested for validity and reliability. The data were then analyzed using multiple linear regression with the assistance of SPSS through classical assumption tests, including normality, multicollinearity, heteroscedasticity, and linearity tests. The results showed that intrinsic motivation, family environment, and entrepreneurial knowledge had a positive effect on the entrepreneurial interest of Generation Z in Tasikmalaya Regency. Intrinsic motivation was the most dominant variable with a regression coefficient of 0.312, followed by family environment with 0.254, and entrepreneurial knowledge with 0.198. These three variables were able to explain 72.1% of the variation in entrepreneurial interest. The findings indicate that internal drive, family support, and entrepreneurial understanding play an important role in shaping the entrepreneurial interest of young people.
Pengaruh Strategi Pemasaran dan Manajemen Merek terhadap Kinerja UMKM di Era Media Digital : Studi Kasus UMKM Di Kota Tasikmalaya Syifaul Munawaroh; Alfin Nur Arifah; Yudi Setia Rachmanda; Rina Madyasari
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.12214

Abstract

The rapid expansion of the digital economy has simultaneously generated new market opportunities and intensified competitive pressures for micro, small, and medium enterprises (MSMEs). In Tasikmalaya City, home to 2,942 registered active MSMEs, a preliminary survey conducted among 20 business owners revealed that marketing capabilities, brand management practices, and overall business performance were all assessed at low levels, underscoring the need for empirical investigation. This study was therefore designed to examine the extent to which marketing strategy and brand management influence MSME performance within the context of the digital media landscape. A quantitative methodology with an associative-causal design was employed. Data were gathered from 97 purposively selected respondents using a Likert-scale questionnaire instrument. Multiple linear regression analysis was conducted following verification of all classical assumption criteria. The findings demonstrate that marketing strategy (β = 0.541, t = 7.579, p = 0.000) and brand management (β = 0.429, t = 6.016, p = 0.000) each exert a positive and statistically significant effect on MSME performance. Jointly, these two predictors account for 52.6% of the variance in MSME performance (R² = 0.526), with the overall model confirmed as fit (F = 52.238, p = 0.000). These results reinforce the applicability of Resource-Based View theory and Brand Equity Theory to small business contexts, and suggest that digital marketing literacy alongside deliberate brand-building efforts are critical drivers of sustained competitive advantage for MSMEs in an increasingly digital business environment.
Co-Authors Abdul Aziz Kelinsman Ace Abdul Kholik Adi Nugraha Adinda Kustiani Aditia Abdurachman Aghnia Ghaida Agustian, Aldy Aida Siti Nurmalia Aldy Agustian Aldy Agustiana Alif Irvansyah Anisa Putri Maharani Anne Zahratussa’adah Aprilia, Nabila Ardhiansyah Ardhiansyah Ardhiansyah Ardhiansyah Ardiansyah Ardiansyah ARDIANSYAH ARDIANSYAH Arif Amril Mubarok Ariswara, Resma Della Apriani Della Apriani Dheri Febiyani Lestari dheri, Dheri Febiyani Lestari Dyah Pekerti, Retno Fajar Septiana Febiyani, Dheri Ghaida Nur Azizah Ghina Nishfy Sya’bani Habib Haedar Herdiyanti Herdiyanti, Herdiyanti Ikbal Maulana Isyana Rahayu Jaenudin, Ujang Eri Madyasari, Rina Media Aditia Abdurachman1 Muhamad Amirul Rizki Muhamad Nur Ihsan, Adi Muhammad Azka Abdul Aziz Muhammad Khoerulrijjal Salsabila J Muhammad Riski Triana Muhyiddin, Tazkia Normatiena N. Nelis Febriani SM Nabila Luthfiyyah Nadia Angraeni Neng Hasna Nabilah Novita Dewi Gunawan Nurherawati Nurherawati Nurherawati Nurjanah, Sinta Oktapiyana, Elisha Pramesti Melyna Mustofa Pramesti Melyna Mustofa Ramdani Al Falah Ramdani Al Falah Resky Ichsan Taufik Rina madyasari Rina Madyasari Rina Madyasari Rizky Ridwan Salsabila Nurbaeti Sindy Kania Suryani Sinta Khoerunnisa Sopiyudin, Lutfi Sri Indri Oktavian Sudiarti, Sri Syifa Aenun Naja Syifaul Munawaroh Taupik Akbar Taupik Akbar Tazkia Normatiena Muhyiddin Vanesa Selyandra Yudi Setia Rachmanda