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All Journal ProBank: Jurnal Ekonomi dan Perbankan Trikonomika: Jurnal Ekonomi Jurnal Ilmiah Mahasiswa FIB Efektor JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Eksis: Jurnal Riset Ekonomi dan Bisnis Revitalisasi : Jurnal Ilmu Manajemen CAHAYA AKTIVA Asian Management and Business Review Jurnal Abdimas Akademika Journal International Inspire Education Technology (JIIET) Management Studies and Business Journal SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis
GESTY ERNESTIVITA
Universitas Janabadra Yogyakarta, Indonesia
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Peran Entrepreneurial Marketing dalam Memediasi Kompetensi Sumber Daya Manusia dan Inovasi untuk mencapai Keunggulan Kompetitif Subagyo, Subagyo; Ernestivita , Gesty; Suhendra, Eupharasia Susy
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 6 No 2 (2021): Jurnal Nusantara Aplikasi Manajemen Bisnis
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v6i2.16246

Abstract

This study aims to determine the effect of HR competence and innovation on competitive advantage with entrepreneurial marketing as an intervening variable in the Food and Beverage Industry in East Java. This research is a quantitative research. The sample was determined as many as 100 entrepreneurs by purposing sampling technique. The data obtained from the questionnaire was then analyzed using SEM with the Smart PLS application tool. The results showed that the competence of HR and entrepreneurial marketing partially had a significant positive effect on competitive advantage, while innovation had no significant effect on competitive advantage. HR competence and innovation significantly affect entrepreneurial marketing. Likewise, it is proven that entrepreneurial marketing is proven to be able to mediate HR competencies and innovation to competitive advantage.
PENGARUH KUALITAS LAYANAN, BRAND IMAGE, DAN HARGA TERHADAP KEPUASAN PENGGUNA JASA J&T EXPRESS GATOT SUBROTO NGANJUK Sari, Theresia Vara Ayu Adinda; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 6 No. 1 (2021): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2021
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Penelitian ini dilatarbelakangi perlunya peningkatan kepuasan pelanggan di J&T Express Gatot Subroto Nganjuk, karena persaingan pada industri jasa pengiriman yang ketat maka perusahaan harus membuat inovasi supaya mampu bersaing dengan kompetitornya. Dengan cara meningkatkan kepuasan pengguna yang ditinjau dari kualitas layanan, brand image, dan harga. Tujuan penelitian ini yaitu untuk mengetahui dan menganalisis pengaruh kualitas layanan, brand image,dan harga terhadap kepuasan pengguna jasa di J&T Express Gatot Subroto Nganjuk. Penelitian ini menggunakan pendekatan kuantitatif dan sampel yang digunakan adalah 40 responden. Teknik pengumpulan data menggunakan kuisioner dan observasi. Penelitian ini diuji dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, koefisien determinasi, uji t dan uji F. Hasil dari penelitian ini adalah tidak terdapat pengaruh signifikan kualitas layanan dan brand image terhadap kepuasan pengguna jasa di J&T Express Gatot Subroto Nganjuk, terdapat pengaruh signifikan harga terhadap kepuasan pengguna jasa J&T Express gatot Subroto Nganjuk. Dan hasil uji F menyaatakan bahwa secara simultan terdapat pengaruh antara kualitas layanan, brand image, dan harga terhadap kepuasan pengguna jasa J&T Express Gatot Subroto Nganjuk.
STRATEGI PEMASARAN QOMESHOP BALOWERTI KOTA KEDIRI UNTUK MENINGKATKAN LOYALITAS PEMBELIAN DI MASA PANDEMI Rahmadani, Hafizd Eka; Ernestivita, Gesty; Sasongko, M. Zuhdi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The emergence of the Covid-19 pandemic has affected many business sectors, including the fashion business. With this difficult situation, business owners are required to be able to survive by implementing the right and right marketing strategies. An important part of the marketing strategy is the marketing mix, which consists of the 4Ps, namely Product, Price, Place and Promotion. With the implementation of the 4P marketing strategy, it is expected to increase purchase loyalty, which means customers remain loyal and make regular repeat purchases. This study aims to determine the implementation of the Qomeshop marketing strategy to increase purchase loyalty during the pandemic. This study uses a qualitative method with a descriptive approach. Data collection techniques are using triangulation techniques in the form of observations, interviews and documentation. Informants in the study are owners and buyers of Qomeshop products. From the results of the study, it was concluded that Qomeshop used a marketing strategy in the form of a 4P marketing mix to increase purchase loyalty during the pandemic.
STRATEGI PEMASARAN PADA UMKM FAMILY COOKIES TRENGGALEK DALAM MENINGKATKAN PENJUALAN Riswanda, Bekti Nita Ayu; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

The right marketing strategy is one of the demands that must be met by business actors, strategy is needed against the background of the current phenomenon with many similar processed products that cause fierce business competition. The goal of a business to be achieved properly is that a company must use the right marketing strategy. Therefore, the strategy to improve marketing for MSMEs Family Cookies Trenggalek is the main goal in this study. A descriptive approach with a qualitative type of research is a research method this time. By using some of the data that has been collected, namely in the form of interviews, observations and documentation. The following is the result of research that has been carried out, namely 1) In carrying out the marketing strategy of MSMEs Family Cookies using the 4P marketing mix of products, prices, promotions and places. 2) MSMEs Family Cookies have carried out a good marketing strategy, because in terms of innovation, it is to provide innovations in the production of cookies. In terms of price, it is to continue to sort for the quality of raw materials but still use low prices. In terms of promotion, it is to use social media and distribution.  
PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE (STUDI PEMBELIAN OLEH GENERASI Z) Listia, Rosa Vavita; Ernestivita, Gesty; Suhardi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

Marketplace Shopee as a business player must know what consumers need and be able to identify consumer behavior in making a purchase decision so that they can win the competition. Generation Z is known as the net gene. They are always in cyberspace and can do everything using technology. This study uses quantitative causality. The population is exclusively Gen Z who shop on the Shopee marketplace. Consists of 40 respondents with SPSS version 23. The results show that: 1) Product quality and promotion partially have a significant impact on purchasing decisions in the Shopee marketplace; 2) Price partially does not have a significant impact on purchasing decisions in the Shopee marketplace; 3) Product quality, price and promotion simultaneously have a significant impact on purchasing decisions in the Shopee marketplace.
UPAYA MENINGKATKAN KEPUASAN KONSUMEN MELALUI KUALITAS PELAYANAN, CITRA MERK, DAN HARGA PADA UMKM SAMBAL PECEL MBAK TI DI KOTA KEDIRI Febriana, Tesha Fransiska; Ernestivita, Gesty; Suhardi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 7 (2022): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2022
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

     Culinary industry had been growth is currently quite rapid, so various types of businesses must compete with each other to attract buyers. In addition, the ease of opening a culinary business is currently very open by only selling in a few strategic places according to them. One type of UMKM in Kediri City in the culinary industry is Sambel Pecel Mbak Ti, which produces packaged pecel sauce for consumption as well as souvenirs. There is rapid competition in the culinary industry, so every business must show excellence in the form of services provided to buyers, then image in the eyes of consumers, and prices that are able to compete. This study will discuss the effect of either partially or simultaneously the quality of service, brand image, and price on consumer satisfaction. This research is a quantitative type with the distribution of questionnaires to consumers totaling 40 people. Data were obtained through observation, questionnaires, and interviews with the parties concerned. The data were then analyzed in multiple regression, with correlation results stating that the variables of service quality, brand image, and price have a significant influence on customer satisfaction
PENGARUH CITRA MEREK, DESAIN PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPATU COMPASS PADA “MARKETPLACE TOKOPEDIA” Rendi, Rendi; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This study aims to analyze the effect of brand image, product design, and price on the purchasing decision of Compass shoes. Brand image is the consumer's perception of a particular brand, while product design refers to the physical and aesthetic characteristics of Compass shoes. The price reflects the value that consumers have to pay to obtain Compass shoes. The research sample consists of consumers who have the potential to buy Compass shoes. The data obtained were analyzed using multiple regression analysis techniques to examine the relationship between the independent variables (brand image, product design, and price) and the dependent variable (purchasing decision). The results of the study show that brand image, product design, and price have a significant influence on the decision to purchase Compass shoes. A positive and strong brand image, attractive product design, as well as reasonable prices and in accordance with the perceived value of consumers, can increase the consumer's tendency to buy Compass shoes. This finding has important implications for the shoe company Compass in developing their marketing.
STRATEGI PEMASARAN TOKO ZOYA KEDIRI UNTUK MENINGKATKAN PEMBELIAN KONSUMEN Prima Rizki, Shafira Putri; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This research is motivated by the interest of researchers to find out more about the marketing strategy of Toko Zoya Kediri to increase consumer purchases. The purpose of this study was to analyze the marketing strategy carried out by Zoya Kediri Stores to increase consumer purchases. This research is a field research using a qualitative approach. While this type of research is field research using primary data sources from observations and interviews with the head of the Zoya Store, Kediri and the secondary data results from the documentation. The results of the analysis show that the marketing strategy carried out by Zoya Kediri Stores to increase consumer purchases is by implementing the 4P marketing mix strategy, namely: in terms of products, Zoya Stores Kediri always innovates products, and always maintains product quality. In terms of price, namely setting prices by calculating the ratio of costs incurred and adjusted for product quality. In terms of location by choosing a strategic location, spacious and near the center of the crowd. In terms of promotion, namely doing promotions offline and online.
ANALISIS FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DITINJAU DARI KUALITAS PRODUK, HARGA, LOKASI, DAN KUALITAS PELAYANAN PADA COFFESHOP BELIKOPI NGANJUK Ningrum, Fitri Ani Kusnia; Ernestivita, Gesty
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This research is motivated by the community's culture of drinking coffee which was developed by the younger generation and packaged to be more modern by creating a business in the field of selling coffee. Especially at the Belikopi Nganjuk coffee shop, which has many devotees from all walks of life. The purpose of this research is to find out how the influence of product quality, price, location and service quality in increasing customer satisfaction. The respondents of this study were consumers of Belikopi Nganjuk who were randomly selected as many as 50 respondents. The method used in this research is quantitative which uses a questionnaire and is processed using SPSS v.23. The result of this study is that product quality partially has a significant effect on customer satisfaction. Price partially has a significant effect on consumer satisfaction. Location partially has a significant effect on customer satisfaction, service quality partially has no significant effect on customer satisfaction, the four variables simultaneously influence customer satisfaction.
STRATEGI PEMASARAN PADA UMKM BATU BATA DI KALORAN KECAMATAN NGRONGGOT Azuhri, Mohamad Baitul Ulum Dwi; Ernestivita, Gesty; Sasongko, M. Zuhdi
Prosiding Seminar Nasional Manajemen, Ekonomi dan Akuntansi Vol. 8 (2023): PROSIDING SEMINAR NASIONAL MANAJEMEN, EKONOMI DAN AKUNTANSI 2023
Publisher : Universitas Nusantara PGRI Kediri

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Abstract

This study aims to analyze the marketing strategy of brick SMEs in Kaloran, Ngronggot District. Data obtained from the owner, and employees. The research method used is a qualitative method. The results of the marketing strategy research implemented by Batu Bata MSMEs in Kaloran Village are quite common and fairly traditional, therefore there is a need for developments in terms of the MSME marketing strategy and the effectiveness of marketing planning at Batu Bata MSMEs in Kaloran, Ngronggot District, sales targets namely consumers who have activities or the task of building a building requires bricks, the owner has prepared a monthly and annual basic budget so the budget design for the UMKM Bricks in Kaloran Village is quite good, and prioritizes the quality of its products even though the price is different from its competitors.
Co-Authors Alif Okky Fadilah Andreas Febry Wijaya Anisah, Tiara Nur Aprila, Ninik Dwi Arizky Saputro Arthur Daniel Limantara, Arthur Daniel Azuhri, Mohamad Baitul Ulum Dwi Budi Setyanta, Budi Dian Kusumaningtyas, Dian Dwi Budiadi Dwi Budiadi Dwi Oktaviana Ema Nurzainul Hakimah, Ema Nurzainul Fatiha, Chandra Dwi Febriana, Tesha Fransiska Geofani Ayu Sahira Hariono, Agus Harnaji, Bimo Itot Bian Raharjo Kuherawati, Jelvi Tri Kumar, Vikas Listia, Rosa Vavita Luthfiana, Della Nanda Mendes, Clara Najmudin, Mohamad Nenda Witama Agustin Ningrum, Fitri Ani Kusnia Prima Rizki, Shafira Putri Pristiawan, Nora Putri Putra, Reska Anggara Rahayu, Dea Amelia Rahmadani, Hafizd Eka Rendi Rendi, Rendi RESTIN MEILINA Rif'ah, Rizky Fachreza Riswanda, Bekti Nita Ayu Rocha, Thiago Rohmah, Eny Badriyatur Safitri, Ika Nur Afni Yulia Sari, Elok Dewi Permata Sari, Theresia Vara Ayu Adinda Sasongko, M. Zuhdi Septyani, Rika Arum Setya Bhirawa, Sigit Wisnu Sigit Ratnanto Sonata, Enfrada Aurora Putri Stratan, Alexandru Subagyo Subagyo Subagyo Subagyo, Subagyo Suhardi Suhendra, Eupharasia Susy Suhendra, Euphrasia Suzy Tri Novita Sari, Tri Novita Ulafiyah, Sundus Khurotul A'yunil Zulistiani, Zulistiani