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All Journal Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat MANAJEMEN Gemilang: Jurnal Manajemen dan Akuntansi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Tensile : Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Manajemen Dan Kewirausahaan
Hayati Nupus
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Transportation Other

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PENINGKATAN MINAT BELAJAR BAHASA (INGGRIS DAN INDONESIA) BAGI SISWA SEKOLAH MENENGAH KEJURUAN 1 KOTA SERANG Hayati Nupus; Fitri Puspasari; Nilam Pratiwi,; Novi Susanti; Muhamad Iqbal Al - Hifdi
Tensile : Jurnal Pengabdian Kepada Masyarakat Vol 2 No 1 (2024): Maret 2024
Publisher : Teknik Mesin ,Universitas Pamulang Serang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This community service was conducted to develop students' language competence among Vocational High School students. The students chosen were class XII students with the consideration that they would complete the learning process at school and plunge into society by utilizing their skills. The community service partners are Class XII students of SMK Negeri 1 Kota Serang. From the situation analysis carried out, it appears that the problem faced by partners is that class students lack motivation to learn because of the basic assumption that English is a difficult subject, with the Indonesian language commonly used also being less guarded because they still use their respective regional languages even though they live in a metropolitan area in the middle of the city of Serang. However, from the counseling carried out from this community service activity, the ability to express opinions or messages actively from the material presented with service treatments that motivate to regrow interest in learning languages (English and Indonesian) is very focused and independent, and good. The contributions and benefits obtained by the target audience are motivation to learn from reading comprehension and counseling from the material So that the purpose of this community service activity is one of the lecturer's moments in improving the quality of education in contact with language, especially the implementation is related to fostering the use of foreign languages (English) and Indonesian. Keywords : Increased interest, language learning, communication, service treatment
Pengaruh Content Marketing terhadap Purchase Decision Dimediasi Brand Trust dan Customer Engagement Amisha Nurfitriyani; Asep Supriadi; Hayati Nupus
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 5 No. 3 (2025): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v5i3.2511

Abstract

The purpose of this study is to examine how content marketing affects customers' decisions to buy Kulo Coffee products, taking into account the mediating effects of customer engagement and brand trust. This study employed a quantitative approach using a descriptive methodology. Questionnaires and a review of the literature were used to gather data. Coffee drinkers in Tangerang Regency made up the study's population, and 140 respondents were selected through the use of purposive selection and sample withdrawal through incidental sampling. This study's analysis approach makes use of SmartPLS 4's Structural Equation Modeling (SEM) tool. The results indicate that is no significant effect of Content Marketing on Purchase Decision Brand Trust has a positive and significant impact on Purchase Decision, that Content Marketing has a positive and significant effect on Brand Trust, that Brand Trust has a positive and significant impact on Purchase Decision, that Content Marketing has a positive and significant effect on Customer Engagement, that Brand Trust can mediate the effect of Content Marketing on Purchase Decision, and that Customer Engagement can mediate the effect of Content Marketing on Purchase Decision.
Dampak Influencer Marketing terhadap Purchase Decision dengan Brand Trust dan Brand Image sebagai Intervening: (Studi pada Pengguna Brand PIXY pada Gen Z di Kota Cilegon) Adytia Rahadatul Aisy; Asep Supriadi; Hayati Nupus
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4953

Abstract

This study aims to determine the effect of influencer marketing on purchase decisions with brand trust and brand image as intervening variables, focusing on users of PIXY compact powder cosmetics among Generation Z in Cilegon City. The research method employed was quantitative, utilizing data collected through questionnaires and a literature review. The study population consisted of 160 respondents who met the criteria of being part of Generation Z and users of PIXY compact powder cosmetics. The sampling technique employed was non-probability sampling, specifically accidental sampling. The analysis method employed was Structural Equation Modeling (SEM), utilizing the statistical tool SmartPLS 4 Professional for analysis.The results of this study: influencer marketing has a negative but insignificant effect on purchase decision, influencer marketing has a positive and significant effect on brand trust, influencer marketing has a positive and significant effect on brand image, brand trust has a positive and significant effect on purchase decision, brand image has a positive and significant effect on purchase decision, brand trust has a positive and significant mediating effect on influencer marketing toward purchase decision, brand image has a positive and significant mediating effect on influencer marketing toward purchase decision.
Penerapan Metode Pembelajaran Berbasis Proyek Dalam Meningkatkan Kreativitas Dan Inovasi Siswa SMK Hayati Nupus; Meida Fitriana; Muh Saeful Bahri; Mahmudi Widayat; Novantri Adam Saputra; M Faizzar Rahman
Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat Vol 6 No 1 (2025): Abdi Laksana : Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/abdilaksana.v6i1.46990

Abstract

Penelitian ini bertujuan untuk menganalisis penerapan Metode Pembelajaran Berbasis Proyek (Project-Based Learning/PBL) dalam meningkatkan kreativitas dan inovasi siswa di SMK Negeri 15 Pandeglang. Masalah utama yang dihadapi oleh sekolah ini adalah rendahnya kreativitas dan inovasi siswa, yang disebabkan oleh penggunaan metode pembelajaran konvensional yang cenderung pasif dan kurang mendorong keterlibatan aktif siswa. Selain itu, keterbatasan fasilitas serta kurangnya pemahaman dan pelatihan bagi guru dalam menerapkan metode PBL menjadi tantangan yang signifikan. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui observasi, wawancara mendalam, dan analisis dokumen dari siswa, guru, serta kepala sekolah. Proses pembelajaran berbasis proyek dirancang dengan melibatkan siswa dalam proyek nyata yang relevan dengan bidang keahlian mereka, seperti teknik dan bisnis. Proyek-proyek tersebut dirancang untuk mengasah keterampilan berpikir kritis, kolaborasi, serta kreativitas dalam menyelesaikan masalah nyata. Hasil penelitian menunjukkan bahwa penerapan metode PBL secara signifikan meningkatkan kreativitas dan inovasi siswa. Siswa menjadi lebih aktif dalam proses belajar, mampu berkolaborasi dengan rekan-rekan mereka, dan mengembangkan ide-ide inovatif dalam proyek yang dikerjakan. Guru juga melaporkan peningkatan motivasi dan keterlibatan siswa dalam pembelajaran. Namun, penelitian ini juga menemukan bahwa masih diperlukan pengembangan lebih lanjut dalam hal fasilitas pendukung dan pelatihan guru untuk menerapkan PBL secara optimal. Dengan demikian, penelitian ini menyimpulkan bahwa metode PBL dapat menjadi solusi efektif untuk meningkatkan kreativitas dan inovasi siswa di SMK Negeri 15 Pandeglang, asalkan didukung oleh fasilitas yang memadai serta pelatihan yang berkelanjutan bagi guru.
The Effect of Brand Image and Brand Trust on Purchase Decisions with eWOM as a Moderating Variable Nailah Early Azzahra; Asep Supriadi; Hayati Nupus
MANAJEMEN Vol. 6 No. 1 (2026): Mei : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/hysq3h49

Abstract

This study aims to examine the influence of brand image and brand trust on purchase decisions, with electronic word of mouth (eWOM) serving as a moderating variable. The research employs a quantitative methodology with a descriptive approach. Data were collected through questionnaires and literature review. The population comprised Samsung smartphone users in Tangerang Regency, and a purposive sampling technique was applied to obtain a sample of 119 respondents. Structural Equation Modeling (SEM) was utilized for data analysis, employing the SmartPLS 4 software. The results indicate the following: (1) Brand image exerts a positive and significant influence on purchase decisions. (2) Brand trust exerts a positive and significant influence on purchase decisions. (3) eWOM has a positive and significant effect on purchase decisions. (4) eWOM was not found to moderate the relationship between brand image and brand trust on purchase decisions, either by strengthening or weakening that effect.
PENGARUH TEKANAN STAKEHOLDER DALAM MENGADOPSI SERTIFIKAT HALAL TERHADAP KEUNGGULAN BERSAING DENGAN INOVASI HALAL SEBAGAI VARIABEL MEDIASI Ina Indriana; Hayati Nupus
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 3 (2025): Edisi September - Desember 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i3.6480

Abstract

Tujuan penelitian ini adalah untuk menganalisis peran inovasi halal dalam memediasi pengaruh tekanan stakeholder dalam mengadopsi sertifikat halal terhadap keunggulan bersaing. Studi ini dilakukan pada UMKM makanan di Propinsi Banten khususnya adalah UMKM dibawah binaan Dinas Koperasi yang ada di Propinsi Banten. Purposive sampling digunakan dalam penarikan sampel. Data dalam studi ini dilkumpulkan dengan menggunakan kuesioner, dengan target UMKM yang sudah mendapatkan sertifikat halal. Data dianalisis menggunakan PLS-SEM. Jumlah sampel sebanyak 144 UMKM Temuan menunjukan bahwa inovasi halal dapat memediasi pengaruh tekanan stakeholder dalam mengadopsi sertifikat halal terhadap keunggulan bersaing. Studi juga mengindikasikan bahwa tekanan stakeholder berpengaruh negatif signifikan terhadap keunggulanan bersaing. Temuan lain menunjukan tekanan stakeholder berpengaruh posiitif dan signifikan terhadap keuanggulan bersaing dan pengaruh inovasi halal terhadap keunggulan bersaing adalah positif dan signifikan. Studi ini mengimplikasikan bahwa inovasi halal harus terus didorong untuk meningkatkan keunggulan bersaing. Studi menyiratkan bahwa regulasi wajib halal meningkatkan jumlah UMKM yang mengadopsi sertifikat halal, namun adopsi dilakukan hanya untuk menunjukan kepatuhan terhadap regulasi pemerintah dan belum ditujukan untuk meningkatkan keunggulan bersaing perusahaan. Oleh karena itu pemerintah perlu memotivasi para pelaku UMKM agar secara proaktif mengintegrasikan prinsip halal dalam kegiatan operasionalnya untuk meningkatkan keunggulan bersaing perusahaan.
Co-Authors Adytia Rahadatul Aisy Amisha Nurfitriyani Asep Supriadi Ina Indriana Ina Indriana M Faizzar Rahman Mahmudi Widayat Meida Fitriana Mochammad Imron Awalludin Muh Saeful Bahri Muhamad Iqbal Al - Hifdi Nailah Early Azzahra Nilam Pratiwi, Novantri Adam Saputra Novi Susanti