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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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Peran Branding dan Packaging terhadap Peningkatan Daya Tarik Produk Lokal : Studi Kuantitatif pada UMKM Kerupuk Cikur Silawas Anisa Putri Maharani; Rina Madyasari; Alfin Nur Arifah; Ardhiansyah Ardhiansyah
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.v6i2.12392

Abstract

Competition in the Micro, Small, and Medium Enterprises (MSMEs) sector is becoming increasingly intense, requiring business owners to enhance product attractiveness in order to remain competitive in the market. One strategy that can be implemented is strengthening branding and improving packaging to build a strong product identity while attracting consumers' attention. This study aims to examine the influence of branding and packaging on product attractiveness at Kerupuk Cikur Silawas MSME. This study employed a quantitative approach with a causal research design. The population consisted of consumers who had seen or purchased Kerupuk Cikur Silawas products in Tasikmalaya Regency. A total of 100 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The findings indicate that branding has a positive and significant effect on product attractiveness, with a t-value of 4.726 and a significance level of 0.000. Packaging also has a positive and significant effect on product attractiveness, with a t-value of 4.667 and a significance level of 0.000. The Adjusted R Square value of 0.568 indicates that branding and packaging explain 56.8% of the variation in product attractiveness, while the remaining 43.2% is influenced by other factors not included in the research model. These findings suggest that strengthening branding and improving packaging can enhance product attractiveness. Therefore, both aspects should receive greater attention from MSMEs owners as strategic efforts to improve product competitiveness in the market.
Pengaruh Inovasi dan Orientasi Kewirausahaan terhadap Daya Saing UMKM Sektor Kuliner di Kecamatan Singaparna Arif Amril Mubarok; Yudi Setia Rachmanda; Alfin Nur Arifah; 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.v6i2.12478

Abstract

This research aims to examine the effect of innovation and entrepreneurial orientation on the competitive advantage of food sector MSMEs in Kecamatan Singaparna, Kabupaten Tasikmalaya. Culinary MSMEs serve a crucial function within the Indonesian economy, accounting substantially for job creation as well as gross domestic product; nevertheless, numerous encounter obstacles in sustaining competitive advantage because of limited innovativeness and weak entrepreneurial orientation, particularly in semi-urban areas like Singaparna. The present investigation adopted a quantitative correlational design through a survey approach. Research data were gathered by means of standardized survey questionnaires employing a five-point Likert scale involving eighty-seven MSME entrepreneurs chosen through purposive sampling together with the Slovin formula. The collected data underwent multiple linear regression analysis utilizing IBM SPSS. The findings indicate that innovation exhibits a positive and substantial impact on market competitiveness, and entrepreneurial orientation also has a positive and significant effect on competitiveness. Together, these two variables explain 72.5% of the variance in MSME competitiveness (Adjusted R² = 0.725). These findings support Schumpeter’s Theory of Economic Development and Lumpkin & Dess’s Entrepreneurial Orientation Theory. Practically, the study implies that culinary MSME actors need to enhance product, process, marketing, and organizational innovation while strengthening innovative, proactive, risk-taking, autonomous, and aggressive behaviors to improve competitiveness. This research fills a contextual gap by focusing on a semi-urban district where such studies remain limited.”.
Kesenjangan Intensi dan Perilaku Berwirausaha : Analisis Keberlanjutan Usaha Mahasiswa di Tasikmalaya Novita Dewi Gunawan; Rina Madyasari; Alfin Nur Arifah; Ardhiansyah Ardhiansyah
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.v6i2.12560

Abstract

The sustainability of student-run businesses remains a significant challenge despite the implementation of various entrepreneurship development programs in higher education institutions. Many student entrepreneurs discontinue their businesses due to difficulties in transforming entrepreneurial intentions into consistent entrepreneurial behavior and sustainable business practices. This study aims to examine the influence of entrepreneurial intention and entrepreneurial behavior on the sustainability of student businesses in Tasikmalaya. A quantitative approach with a causal-associative research design was employed to analyze the relationships among the research variables. Primary data were collected through structured questionnaires distributed to 100 students who had current or previous experience in operating a business. The collected data were analyzed using appropriate statistical techniques to determine the magnitude and significance of the relationships between variables. The results demonstrate that both entrepreneurial intention and entrepreneurial behavior have a positive and statistically significant effect on business sustainability. Among the two independent variables, entrepreneurial intention exhibits a stronger influence than entrepreneurial behavior, indicating that students with stronger entrepreneurial aspirations are more likely to maintain sustainable business activities. These findings suggest that the sustainability of student businesses depends not only on the willingness to become entrepreneurs but also on the ability to translate entrepreneurial intentions into effective business management practices. The study highlights the importance of strengthening entrepreneurial motivation and practical entrepreneurial competencies through higher education programs to support long-term student business sustainability.
Pengaruh Pengetahuan Kewirausahaan dan Karakteristik Wirausaha terhadap Keberhasilan Usaha UMKM di Kecamatan Singaparna Salsabila Nurbaeti; Rina Madyasari; Alfin Nur Arifah; Yudi Setia Rachmanda
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.v6i2.12564

Abstract

Micro, Small, and Medium Enterprises (MSMEs) make a significant contribution to the Indonesian economy, particularly by increasing Gross Domestic Product (GDP) and creating employment opportunities. The success of MSMEs is influenced by various factors, including entrepreneurial knowledge and entrepreneurs’ characteristics. This study aims to examine the effect of entrepreneurial knowledge and entrepreneurs’ characteristics on the business success of MSMEs in Singaparna District. The study employed a quantitative approach using a causal associative method. The research sample consisted of 97 MSME owners selected through a purposive sampling technique, while the sample size was determined using Cochran’s formula. Data were collected through a questionnaire using a five-point Likert scale and analyzed with SPSS version 25. The findings indicate that entrepreneurial knowledge does not have a significant effect on the business success of MSMEs. In contrast, entrepreneurs’ characteristics have a positive and significant effect on business success and represent a more dominant factor than entrepreneurial knowledge. These findings suggest that the success of MSMEs is more strongly influenced by entrepreneurs’ characteristics, such as attitudes, behavior, and managerial abilities, than by entrepreneurial knowledge alone. Therefore, developing entrepreneurial characteristics should become a priority in efforts to enhance the success and competitiveness of MSMEs.
The Influence of Product Quality, Content Marketing and Bandwagon Effect on Gen Z Consumer Satisfaction in Online Local Fashion Brands Oktapiyana, Elisha; Arifah, Alfin Nur; Rachmanda, Yudi Setia; Ardiansyah, Ardiansyah
Jurnal Orientasi Bisnis dan Entrepreneurship (JOBS) Vol 7 No 1 (2026): JUNE 2026
Publisher : Lembaga Penelitian Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jobs.v7i1.6177

Abstract

The local fashion industry in Indonesia has experienced significant growth in recent years, particularly within the digital realm driven by the dominance of Generation Z as the largest internet user base. However, this rapid growth has created a gap between consumer expectations and the actual products received, which has the potential to undermine consumer satisfaction. This study aims to examine the impact of the bandwagon effect, content marketing, and product quality on Generation Z's satisfaction with local online fashion brands in Tasikmalaya Regency. Using a quantitative approach with an exploratory descriptive design, data were collected through a non-probability sampling method from 100 participants, following rigorous validity and reliability testing. The findings indicate that product quality, content marketing, and the bandwagon effect each partially exert a significant and positive influence on consumer satisfaction. Furthermore, when analyzed simultaneously, all three variables product quality, content marketing, and the bandwagon effect collectively have a significant and positive impact on Generation Z's satisfaction. These results underscore the importance of aligning digital marketing strategies and social trends with actual product standards to maintain and enhance customer satisfaction in the competitive online fashion market.
Pemberdayaan UMKM Melalui Rebranding, Legalitas, dan Digitalisasi: Studi Kasus Program Level Up UMKM di Desa Banyuresmi, Tasikmalaya: Pengabdian Alfin nur Arifah; Ghina Nishfy Sya’bani; Aida Siti Nurmalia; Fajar Septiana; Adi Nugraha; Muhammad Riski Triana; Habib Haedar; Sri Indri Oktavian; Nabila Luthfiyyah; Nadia Angraeni; Adinda Kustiani; Sindy Kania Suryani; Sinta Khoerunnisa; Abdul Aziz Kelinsman; Anisa Putri Maharani; Muhammad Khoerulrijjal Salsabila J; Syifa Aenun Naja; Muhamad Amirul Rizki; Ikbal Maulana; Vanesa Selyandra
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5148

Abstract

The objective of this Community Service Program is to to empower MSMEs in Banyuresmi Village through strengthening rebranding, legality, and digitalization to enhance business competitiveness and sustainability in the Industry 4.0 era. The community service activity employed a participatory approach involving 28 selected MSMEs from 62 registered MSMEs based on business sustainability criteria and willingness to participate in the mentoring program. The implementation method was divided into three stages: (1) planning and problem identification through field observations, discussions with MSME owners and village officials, and needs analysis; (2) education and training on the importance of branding, business legality (NIB, PIRT, Halal certification), and digital media utilization; and (3) implementation and direct mentoring, including logo design, brand development, packaging, digital promotion, and facilitation of legality arrangements in collaboration with relevant agencies. The results indicated that prior to the program, approximately 90% of MSMEs lacked brand identity, only 15% possessed business legality, and 85% had not utilized digital marketing. Following the mentoring program, the majority of MSMEs acquired logos and simple packaging, approximately 85% successfully obtained NIB (Business Identification Number), and most began actively using social media as promotional platforms. These findings indicate that the integration of rebranding, legality, and digitalization through a participatory approach constitutes an effective empowerment strategy for strengthening the capacity and competitiveness of rural MSMEs.
Kualitas Konten, Kualitas Layanan Digital, Citra Merek, Keputusan Pembelian Ditsy di Tasikmalaya Muhammad Azka Abdul Aziz; Yudi Setia Rachmanda; Alfin Nur Arifah; Aldy Agustiana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12162

Abstract

Perkembangan teknologi digital telah mengubah pola perilaku konsumen dalam mencari informasi, mengevaluasi produk, hingga mengambil keputusan pembelian. Kondisi tersebut mendorong perusahaan untuk meningkatkan kualitas konten dan kualitas layanan digital sebagai strategi dalam membangun citra merek serta mendorong keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas konten dan kualitas layanan digital terhadap keputusan pembelian dengan citra merek sebagai variabel mediasi pada produk Ditsy di Kota dan Kabupaten Tasikmalaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner berskala Likert lima poin dan dianalisis dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa kualitas konten dan kualitas layanan digital berpengaruh positif dan signifikan terhadap citra merek maupun keputusan pembelian. Selain itu, citra merek terbukti memberikan pengaruh positif dan signifikan terhadap keputusan pembelian serta mampu memediasi secara parsial hubungan antara kualitas konten dan kualitas layanan digital dengan keputusan pembelian. Temuan ini menunjukkan bahwa peningkatan kualitas konten yang informatif, menarik, dan relevan, disertai penyediaan layanan digital yang efisien, responsif, aman, dan andal, mampu memperkuat citra merek sehingga meningkatkan keyakinan konsumen dalam melakukan pembelian. Penelitian ini memberikan implikasi praktis bagi pelaku usaha fesyen lokal untuk mengintegrasikan strategi pengembangan konten digital dan peningkatan kualitas layanan digital sebagai upaya memperkuat citra merek serta meningkatkan keputusan pembelian konsumen di era pemasaran digital.
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