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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Indonesian Journal of Social Research (IJSR) Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management International Journal of Entrepreneurship, Business, and Creative Economy MIMBAR : Jurnal Sosial dan Pembangunan Engagement: Jurnal Pengabdian Kepada Masyarakat Journal of Social Entrepreneurship Theory and Practice
Nindya Saraswati
Fakultas Ekonomi Dan Bisnis Universitas Islam Bandung
Religion Arts Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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A Community-Based Approach to Digital Marketing and Branding for Sustainable Entrepreneurship in MSMEs Nindya Saraswati; Indra Fajar Alamsyah; Yudha Dwi Nugraha; Nina Maharani
Engagement: Jurnal Pengabdian Kepada Masyarakat Vol 9 No 1 (2025): May 2025
Publisher : Asosiasi Dosen Pengembang Masyarajat (ADPEMAS) Forum Komunikasi Dosen Peneliti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/engagement.v9i1.2014

Abstract

Digital resources create opportunities for MSMEs to innovate, expand, and adopt more sustainable business models, yet many businesses in Citaman Village, Nagreg, West Java face challenges with digital marketing and branding knowledge. To address this, a community-based training program was implemented to strengthen these skills among local MSMEs. The program consisted of seven interactive sessions covering digital marketing strategies, social media content creation, and sustainable branding techniques. The training methodology combined theory, practical exercises, and individual mentoring to ensure effective learning outcomes . Twenty participants underwent pre and post-testing to evaluate the program's impact. Results demonstrated marked improvement in their understanding and capabilities. Additionally, the program achieved a 94% Customer Satisfaction Index (CSI), demonstrating that participants found the training highly beneficial and applicable to their business operations. This comprehensive approach successfully equipped local MSMEs with essential digital skills for modern business competition.
Indonesian Halal Beauty Consumers’ Impulse Buying: Credibility, Awareness, and FoMO Explained Saraswati, Nindya; Permana, Rezi Muhamad Taufik; Gumelar, Eka Tresna
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (June 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4941

Abstract

Indonesia has a large and growing Muslim population, making it a significant market for halal beauty products. Consumers with high halal awareness are more discerning in their product choices, while credible influencers can effectively sway impulsive buying decisions. This empirical study aims to uncover how halal awareness and influencers credibility impact impulsive buying behaviour of halal beauty products and to explore how the fear of missing out (FoMO) moderates the relationships. This research is quantitative, which involves survey to 209 respondents and data analysis to quantify the relationships using SmartPLS4. The findings reveal significant positive correlation between halal awareness, influencer credibility and impulsive buying. Although FoMO shows a positive correlation with impulsive buying, its effect is not statistically significant. The moderating effect of FoMO role does not significantly show in the relationships. This research contributes to enrich liiterature, provide actionable insights for businesses and marketers in developing targeted marketing strategies that can encourage innovation and meet market demand.
Does Country of Origin Matter? Exploring Its Effect on Purchase Decisions Mediated by Perceived Quality Mulyaningsih, Hendrati Dwi; Sufian, Muhammad Fathoni; Saraswati, Nindya
Indonesian Journal of Social Research (IJSR) Vol 7 No 1 (2025): Indonesian Journal of Social Research (IJSR)
Publisher : Universitas Djuanda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30997/ijsr.v7i1.623

Abstract

This research explores whether a product’s country of origin (COO) influences consumer purchasing decisions through the mediating role of perceived quality. The study is grounded in consumer behavior and brand perception theories, focusing on Adidas users in Bandung as a case. Using a quantitative method and Structural Equation Modeling (SEM) via SmartPLS, data were collected from 110 respondents through a structured questionnaire. The analysis confirmed that COO has a significant positive influence on perceived quality and, subsequently, on purchase decisions. However, the COO does not directly influence purchasing decisions without the mediation of perceived quality. These findings highlight the importance of perceived product quality in bridging the consumer's perception of a brand's origin and purchasing behavior. This study contributes to marketing and branding strategies by emphasizing the need for companies to enhance the perceived quality of their products when leveraging their country of origin in brand positioning.
Pengaruh Kualitas Pelayanan dan Lokasi terhadap Keputusan Pembelian pada Warung Makan Sate Madura Asli Musyarrofah; Nina Maharani; Nindya Saraswati
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 1, Juli 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i1.6509

Abstract

Abstrak. Penelitian ini didasarkan pada kondisi usaha Warung Makan Sate Madura Asli yang mengalami fluktuasi penjualan dari tahun 2018 – 2022. Fokus penelitian ini yaitu pada variabel Kualitas Pelayanan, Lokasi dan Keputusan Pembelian. Tujuan dari penelitian ini untuk mengetahui bagaimana gambaran kualitas pelayanan, lokasi, dan keputusan pembelian pada Warung Makan Sate Madura Asli, serta seberapa besar pengaruh kualitas pelayanan, lokasi terhadap keputusan pembelian. Penelitian ini  merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode kuantitatif, teknik sampling  yang digunakan dalam penelitian ini yaitu purposive sampling, populasi dalam penelitian ini adalah konsumen yang pernah membeli produk makanan Warung Sate Madura Asli dengan sampel sebanyak 160 responden. Analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan verifikatif dengan menggunakan analisis SEM-PLS (Structural Equation Modeling – Partial Least Square)  dengan uji Outer Model dan Inner Model. Hasil penelitian ini menunjukkan bahwa secara parsial Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Selanjutnya, Lokasi secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kemudian, Kualitas Pelayanan dan Lokasi secara simultan berperngaruh positif dan signifikan terhadap Keputusan Pembelian.
What Really Keeps Coffee Customers Coming Back? The Trust-Mediated Role of Service Quality, Location, and Loyalty Nindya Saraswati; Hendrati Dwi Mulyaningsih
International Journal of Entrepreneurship, Business and Creative Economy Vol. 5 No. 2 (2025): July
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i2.3540

Abstract

Competitive Advantage through Social Entrepreneurship: A Porter’s Diamond Analysis of Empowerment Strategy in Rumah Zakat (Faith-based Social Enterprise) Mulyaningsih, Hendrati Dwi; Izzati, Nurul; Saraswati, Nindya; Alamsyah, Indra Fajar; Fujitha, Bella
Journal of Social Entrepreneurship Theory and Practice Vol. 4 No. 2 (2025): December
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/jsetp.v4i2.3574

Abstract

This study explores how Faith-based Social Enterprise’s empowerment strategy, particularly through its Desa Berdaya program which is conducted by Rumah Zakat, generates competitive advantage in the context of social entrepreneurship. Using a qualitative case study design and applying Porter’s Diamond Model as the analytical framework, the research examines four strategic dimensions: factor conditions, demand conditions, related and supporting industries, and firm strategy and structure. Data were collected through in-depth interviews, focus group discussions, and document analysis in Desa Wallagri, one of Rumah Zakat’s flagship empowerment villages. The findings indicate that Rumah Zakat successfully leverages local human and social capital, responds to multidimensional grassroots needs, collaborates with MSMEs and digital platforms, and implements a hybrid governance structure. However, constraints remain, particularly in legal recognition and readiness for internationalization. The study concludes that faith-based social enterprises can achieve scalable impact when they align moral vision with strategic management. Recommendations are offered for practitioners, policymakers, and researchers to support social enterprise ecosystems in achieving sustainable development goals.
Co-Authors Aditia Wirayudha Alamsyah, Indra Fajar Alfian Raga Mulya Alya Itrah Fatimah Anita Rahayu Aqsya Shaqilla Ayu Fauziah Rahmat Dede Oktini Dede R Oktini Dedy Ansari Harahap Eka Tresna Gumelar Estri Mahani, Septiana Ayu Farsya Aulia Anbari Febriyanti, Kharisma Fujitha, Bella Gumelar, Eka Tresna Hafedz Aulia Darass Hendrati Dwi Mulyaningsih Ihsan Padilah Indra Fajar Alamsyah Ismi Oktaviani Izzati, Nurul Kayla Zalfa Syadzaalifah Mahani, Septiana Ayu Estri Maramis Mochamad Geraldy Maya Nurfauzia Mochamad Fauzan Ghagana Putra Mochamad Malik Akbar Rohandi Muhammad Farhan Januar Muhammad Rifqi Risqullah Muhammad Taufik Permana, Rezi Mulyaningsih, Hendrati Dwi Musyarrofah Mutiara Nurazizah Rahayu Nardin Najla Natasya Rheina Fitri Nina Maharani Nur Fitriani Hidayat Nurbiyah Permana, Rezi Muhamad Taufik Putri Fatimah , Nadhifa Amelia Raki A Naufal Nafiis Ratih Tresnati Rezi Muhamad Taufik Permana Septiana Ayu Estri Mahani Shinta Ajeng Pratiwi Sufian, Muhammad Fathoni Syafik Fauzi Indra Nurjaman Unaissa Nubailla Affifah Yudha Dwi Nugraha