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All Journal JMM (Jurnal Masyarakat Mandiri) International Journal of Economics, Business and Accounting Research (IJEBAR) Indonesian Journal of Social Research (IJSR) Asian Management and Business Review 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 Jurnal manajemen dan bisnis (Performa)
Nindya Saraswati
Fakultas Ekonomi Dan Bisnis Universitas Islam Bandung
Religion Arts Humanities Decision Sciences, Operations Research & Management 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.
From awareness to action: The mediating role of personal values in shaping sustainable entrepreneurship intentions Saraswati, Nindya; Assyofa, Allya Roosallyn; Meirani, Nadia
Asian Management and Business Review Volume 6 Issue 1, 2026
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol6.iss1.art2

Abstract

Despite growing concern over environmental issues, the psychological mechanisms that translate awareness into sustainable entrepreneurial action remain underexplored. This study explores the relationship between environmental awareness and sustainable entrepreneurship intentions, focusing on the mediating role of personal values. A quantitative survey was conducted among 175 entrepreneurship students in West Java, Indonesia, using structural equation modelling (SEM). The results reveal that personal values significantly mediate the relationship between environmental awareness and sustainable entrepreneurship intentions. Specifically, individuals with strong biospheric and altruistic value orientations exhibit a more pronounced link between environmental concern and entrepreneurial intent. Furthermore, the study demonstrates the effectiveness of SEM in capturing complex psychological dynamics within sustainability-focused entrepreneurship research. Although geographically limited, this study provides a valuable methodological contribution and serves as a reference point for future investigations in emerging market contexts. These findings highlight the importance of integrating value-based components into entrepreneurship education to foster deeper and more sustainable engagement. By addressing a notable gap in current literature, particularly in developing economies, the study offers actionable insights for educators, policymakers, and program designers seeking to promote sustainable entrepreneurship through personal value development.
MENDORONG PRAKTIK BISNIS BERKELANJUTAN DAN PEMASARAN DIGITAL PADA SEKTOR UMKM DI THAILAND MELALUI COMMUNITY ENGAGEMENT Saraswati, Nindya; Meirani, Nadia; Assyofa, Allya Roosallyn; Nugraha, Yudha Dwi; Gumelar, Eka Tresna; Mulyaningsih, Hendrati Dwi; Handri, Handri; Wirayudha, Aditia; Rosandi, Mochamad Malik Akbar; Permana, Rezi Muhamad Taufik
JMM (Jurnal Masyarakat Mandiri) Vol 10, No 2 (2026): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v10i2.38008

Abstract

Abstrak: UMKM di negara berkembang masih menghadapi permasalahan rendahnya pemahaman praktik bisnis berkelanjutan dan keterbatasan pemanfaatan pemasaran digital, khususnya pada sektor usaha berbasis pasar tradisional. Pengabdian kepada masyarakat internasional ini bertujuan meningkatkan kapasitas 30 pelaku UMKM Thailand dalam mengintegrasikan praktik bisnis berkelanjutan dan pemasaran digital sebagai strategi peningkatan daya saing, mencakup peningkatan hardskill berupa kemampuan teknis penggunaan platform pemasaran digital dan penerapan prinsip bisnis berkelanjutan, serta softskill berupa kesadaran, komitmen, dan adaptasi lintas budaya dalam berwirausaha. Kegiatan dilaksanakan melalui penyuluhan dan workshop praktik kepada mitra di Save One Go Market Yaek Kor Por Aor, Thailand. Evaluasi melalui pendekatan outcome-based evaluation yang menilai capaian nyata peserta menggunakan instrumen penilaian yang terdiri dari 15 item pertanyaan. Tingkat ketercapaian keberhasilan kegiatan diukur berdasarkan tiga dimensi, yaitu: (1) perubahan sikap yang tercermin dari meningkatnya kesadaran dan komitmen peserta terhadap praktik bisnis berkelanjutan dengan tingkat peningkatan softskill sebesar 82%; (2) perubahan sosial dan budaya usaha yang terlihat dari partisipasi aktif peserta dengan capaian 78%; serta (3) adopsi awal pemasaran digital sebagai indikator peningkatan hardskill dengan capaian sebesar 74%. Kebaruan kegiatan ini terletak pada model PkM internasional berbasis pasar lokal non-wisata yang mengintegrasikan keberlanjutan dan digitalisasi secara praktis dalam konteks lintas budaya.Abstract: MSMEs in developing countries continue to face challenges related to limited understanding of sustainable business practices and low utilization of digital marketing, particularly in traditional market-based enterprises. This international community service program aimed to strengthen the capacity of Thai SMEs in integrating sustainable business practices and digital marketing as competitive enhancement strategies, encompassing the development of hard skills, including technical proficiency in digital marketing platforms and the application of sustainable business principles, as well as soft skills such as awareness, commitment, and cross-cultural entrepreneurial adaptability. The program was implemented through socialization, counseling, and hands-on workshops involving 30 MSME partners at Save One Go Market Yaek Kor Por Aor, Thailand. The evaluation was conducted using an outcome-based approach that measured participants' actual achievements through a 15-item assessment instrument. Program success was assessed across these three dimensions: (1) attitudinal change, reflected in heightened awareness and commitment toward sustainable business practices, with a soft skill improvement rate of 82%; (2) social and business-cultural transformation, evidenced by active participant engagement, achieving a score of 78%; and (3) initial adoption of digital marketing as an indicator of hard skill development, with an attainment rate of 74%. The novelty of this program lies in its international community service model conducted in a non-tourism local market, integrating sustainability and digitalization through practical, context-based interventions.
BRAND IMAGE MODERATION ON IMPULSIVE BUYING BEHAVIOR: EXPLORING THE ROLE OF SOCIAL MEDIA ADVERTISING AND PRODUCT BUNDLING IN COFFEE SHOP Nindya Saraswati; Yeyen Pratika
Jurnal Manajemen dan Bisnis Performa Vol. 21 No. 1 (2024)
Publisher : UPT Publikasi Ilmiah UNISBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/performa.v21i1.3566

Abstract

Nowadays, social media advertising has emerged as a critical marketing tool for businesses. Concurrently, there is a research gap in comprehending the role of social media advertising and product bundling on impulsive buying behaviour and how brand image moderates the relationship. The objectives of this research are to provide a comprehensive knowledge of the dynamics among social media advertising, product bundling, brand image, and impulsive buying behavior, contributing to both academic research and practical marketing strategies. This study is based on a comprehensive survey of Janji Jiwa consumers. The author used a non-probability sampling and distributed questionnaires, obtained 215 respondents. By employing statistical analysis techniques, the findings of this study demonstrates that social media advertising and product bundling significantly affect impulsive buying behaviour. Moreover, this study unveils the moderating role of brand image that enhance the relationships.
Co-Authors Aditia Wirayudha Alamsyah, Indra Fajar Alfian Raga Mulya Allya Roosallyn Assyofa 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 Handri, Handri 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 Nadia Meirani 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 Rosandi, Mochamad Malik Akbar Septiana Ayu Estri Mahani Shinta Ajeng Pratiwi Sufian, Muhammad Fathoni Syafik Fauzi Indra Nurjaman Unaissa Nubailla Affifah Yeyen Pratika Yudha Dwi Nugraha Yudha Dwi Nugraha