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All Journal Jurnal Manajemen Bisnis Journal of Accounting and Investment Jurnal Riset Bisnis dan Manajemen Tirtayasa International Journal Of Science, Technology & Management (IJSTM) Amal: Jurnal Ekonomi Syariah Journal Of Economic Sciences (Ekuisci) JABI (Journal of Accounting and Business Issues) DIMENSIA (Diskursus Ilmu Manajemen STIESA) Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) Gapura (Garba Pembangunan Masyarakat)
Apriandi, Devy Widya
Sekolah Tinggi Ilmu Ekonomi Sutaatmadja
Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Transportation Other

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THE INFLUENCE OF SHOP ATMOSPHERE AND ACCESSIBILITY ON CHANGES IN CONSUMER BEHAVIOR FROM TRADITIONAL MARKETS TO MODERN RETAILERS (IN TRADITIONAL MARKETS FOR SUBANG CONSUMERS) Dede Kurnia; [Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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Penelitian ini di latar belakangi oleh kondisi kemajuan pasar modern di Indonesia. Dari tahun ke tahun pasar modern mengalami peningkatan terutama dalam usaha waralaba seperti alfamart, indomaret, yongmart dan lain sebagainya mengalami peningkatan yang signifikan, berbeda halnya denga kemajuan pasar tradisional yang tidak mengalami peningkatan. Tujuan penelitian ini untuk menganalisis pengaruh masing – masing variabel, suasana toko (X1), aksesibilitas (X2), terhadap peralihan perilaku konsumen (Y). Dalam penelitian ini data dikumpulkan dengan menggunakan metode kuesioner terhadap 100 orang responden dan menggunakan metode observasi. Respondennya yaitu konsumen yang datang ke pasar tradisional dengan mengunakan metode purposive sampling untuk mengetahui tanggapan responden terhadap masing-masing variabel. Kemudian dilakukan analisis terhadap data-data yang diperoleh berupa analisis kuantitatif dan kualitatif. Analisis kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis lewat uji F dan uji t serta analisis koefisien determinasi (R2). Teknik analisis data yang digunakan adalah analisis regersi linear berganda. Data yang telah memenuhi uji validitas, uji reliabilitas, dan uji asumsi klasik diolah sehingga menghasilkan persamaan regresi sebagai berikut : Y= 6,077 + (-0,318X1) + (-0,150X2) Hasil analisis membuktikan bahwa kedua factor yaitu suasana toko dan aksesibilitas memiliki pengaruh negatif dan signifikan terhadap peralihan perilaku konsumen. Angka Adjusted R square sebesar 0,153 menunjukkan bahwa 15,3 persen variabel peralihan perilaku konsumen dapat dijelaskan oleh variabel suasana toko dan aksesibilitas. Sedangkan sisanya (100%-15,3%=84,7%) dijelaskan oleh variabel lain yang tidak termasuk dalam penelitian ini.
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ONLINE CONSUMER BEHAVIOR IN THE CITY OF SUBANG ON THE BRAND STORY OF THE INSTANT MESSENGER LINE APPLICATION Nunik Ratnasari; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this study was to determine the effect of social media marketing and online consumer behavior to brand story on instant messenger Line application. The research method is explanatory survey. The sample selection is done by purposive sampling with the number of samples study were 100 respondents. The data used are interval data. The statistic method used for the test data performed using SPSS 20 for Windows. The survey results revealed that social media marketing have a significant effect on brand story. Online consumer behavior have a significant effect on brand story. As well as social media marketing and online consumer behavior simultaneously have a significant effect on brand story. The coefficient of determination of 42% means that social media marketing and online consumer behavior affect a brand story by 42% and 58% were influenced by other factors.
THE INFLUENCE OF SELF-CONGRUITY AND MOBILE MARKETING ON BRAND LOYALTY AT FAST FOOD RESTAURANTS CALIFORNIA CHICKEN IN SUBANG CITY Didi Junaedi; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this research is to know Self-Congruity and Mobile Marketing at fast food restaurant California Fried Chicken. And to know the influence of each variable either partially or simultaneously, Self-Congruity (X1) and Mobile Marketing (X2) to Brand Loyalty (Y).The method in this research using descriptive method of analysis. With sample number 100 respondents with sampling using purposive sampling technique. The data obtained from this research is the interval scale with the analysis method using multiple linear regression analysis. Based on the results say that Self-Congruity has a positive and significant effect on Brand Loyalty, Mobile Marketing have a positive and significant impact on Brand Loyalty. And Self-Congruity and Mobile Marketing influence as much as of Brand Loyalty.
IMPLEMENTATION OF PRODUCT QUALITY AND INTERESTS IN DOING WORD OF MOUTH IN ARK RESTAURANT, MALAYSIA (Case Study of STIE Students Sutaatmadja 2019 KKL Participants) Grace Wijayanti; Muhammad Rayhan Fauzan; Devy Widya Apriandi; Bismantara Bismantara
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 17 No. 1 (2020): Maret
Publisher : STIESA Press

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This study aims to describe implementation product quality and interest doing word of mouth at Ark Restaurant, Malaysia by studying case of STIE Sutaamadja college student which member of KKL (Kuliah Kerja Lapangan) 2019. This study used data collection techniques namely observation, questionnaires, and literature study. The observation to measuring quality product in Ark Restaurant. The population used in this research is college students in STIE Sutaatmadja and also member of KKL (Kuliah Kerja Lapangan) in 2019 who were consumers at Ark Restaurant. This research had ? = 5%. The questionnaire was distributed to sample to examine the interests doing word of mouth. The literature study to collect theories and supporting data.the results of this research are that overall product quality is good and overall interests of word of mouth is good. Overall, the interest in doing word of mouth was good at an average percentage of 89%.
THE IMPACT OF INFLUENCERS ON CONSUMER BUYING INTEREST: (TIKTOK LIVE SHOP RAFFINAGITA) Devy Widya Apriandi; Bismantara Bismantara; Ni Made Vinolita Wijayanti
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 18 No. 02 (2022): September
Publisher : STIESA Press

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Social media is a platform that connects people especially between business organizations and customers. Social media is an online media, where users can easily participate, share, and create content including blogs, social networks, wikis, forums and virtual worlds in their applications. The increase in social media users in Indonesia, both websites, blogs, and applications, has developed quite rapidly and is high. The following graph data obtained. The research method used is descriptive verification method with a quantitative approach. The object of research examined in this study examines the the influence of influencers on consumer buying interest on tiktok live shop. The unit of analysis is Raffi Nagita's Tiktok Live Shop. This research was conducted with a research design designed to obtain an overview of the influencer's influence on consumers' buying interest in Tiktok live shop. Based on the results of the study, it is known that the influence of influencer (X) on Raffi Nagita's Tiktok Shop Live account is considered very good with the indicator interval value of the questionnaire on influencers categorized as very good, the highest total score is 322 while the lowest score is 292. Based on the results of the research on the variable of consumer buying interest (Y) on Tiktok Shpo Raffi Nagita with the indicator value of the questionnaire interval on consumer buying interest in the good category based on consumer buying interest Tiktok Shop Raffi Nagita got the highest score of 308 and the lowest was 264. So influencers have an influence on consumer buying interest at Raffi Nagita's Tiktok Shop.
Does Digital Marketing Effect Grabfood Purchase Desicision Devy Widya Apriandi; Ananda Periana
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 19 No. 02 (2023): September
Publisher : STIESA Press

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Every company must be able to survive and compete in its industry. Understanding consumer desires and being able to influence consumer purchasing decisions can support companies to survive and compete in their competition. The rapid development of information and communication technology encourages business people to develop their businesses, by continuing to innovate. Likewise with Grab with the presence of GrabFood. This research was conducted to see the importance of the relationship between digital marketing and consumer purchasing decisions in the Grab application, but on the other hand, Grabfood has weaknesses in digital marketing, so improvements need to be made to strengthen consumer purchasing decisions. This research was carried out on Stiesa and UIS students, the research method used was a quantitative approach with a verification type of research, with a data collection technique, namely a questionnaire with 60 respondents. A simple linear regression analysis tool, hypothesis testing is carried out using the T test. The research results show that digital marketing simultaneously has a significant effect on consumer purchasing decisions.
PENGARUH BAURAN PEMASARAN HIJAU TERHADAP KEPUTUSAN PEMBELIAN: (STUDI PADA MAHASISWA PENGGUNA TUPPERWARE STIE SUTAATMAJA SUBANG DAN MAHASISWA KOLEJ UNIVERSITY ISLAM SELANGOR) Devy Widya Apriandi; Padya Norma Putri
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 20 No. 01 (2024): Maret
Publisher : STIESA Press

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Green marketing is product marketing that aims to meet the needs and desires of consumers without causing any harm to the surrounding environment, both the product itself, the production process and its packaging. In implementing green marketing, four elements of the marketing mix are adopted. The marketing mix as is known has 4P components such as Product, Price, Place and Promotion. According to the green marketing philosophy, every element in the marketing mix must have a green outlook in its marketing. This research examines the influence of the green marketing mix on purchasing decisions for Tupperware products. In this study, researchers used a quantitative approach because they wanted to find the relationship between the Green Marketing Mix (X) and purchasing decisions (Y) for Tupperware products. The data collection technique used in this research was a questionnaire distributed online to Stie Sutaatmadja students & Selangor Islamic University College students. The sampling technique uses non-probability sampling with a sample size of 60 students. This research uses data analysis techniques in this quantitative research using descriptive statistics. The results showed that (1) It can be seen that the green marketing mix of Tupperware products for STIE Sutaatmaja Students & Selangor Islamic University Students has been carried out quite well by Tupperware, (2) It can be seen that purchasing decisions for Tupperware products among STIE Sutaatmaja Students & Selangor Islamic University College Students are quite high for Tupperware products, (3) There is an influence between the green marketing mix on purchasing decisions among Tupperware consumers among STIE Sutaatmaja Students & Selangor Islamic University College Students.
The Influence of Destination Image and Price on Tourist Satisfaction Devy Widya Apriandi; Rika Akana
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 20 No. 02 (2024): September
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This study aims to analyze the influence of destination image and price on tourist satisfaction at Floating Market Lembang, a popular tourist destination in Bandung known for its unique concept of a floating market, natural atmosphere, and various attractions and facilities. In this study, destination image refers to tourists' perceptions of the attractiveness, beauty, and facilities of the destination, while price relates to tourists' perceptions of the price appropriateness in comparison to the quality of services received. The research method used is quantitative, with data collected through questionnaires distributed to tourists who have visited Floating Market Lembang. The data analysis technique employed is multiple linear regression to determine the extent to which destination image and price variables influence tourist satisfaction. The results show that destination image and price significantly affect tourist satisfaction. Destination image has a greater positive impact compared to price. This indicates that tourists' perceptions of the quality and attractiveness of the destination play a crucial role in determining their satisfaction levels. In conclusion, Floating Market Lembang management should continuously enhance the destination's image and ensure that the prices offered are in line with the quality of services provided to increase tourist satisfaction.
The Influence of Destination Image and Service Quality on Tourists Satisfaction Devy Widya Apriandi; Wiwin Winengsih
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 21 No. 01 (2025): Maret
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This research aims to analyze the influence of Destination Image and Service Quality on Tourists Satisfaction at the Farm House Lembang tourist destination. This research uses a quantitative approach by collecting data through questionnaires distributed to 100 tourists who have visited the destination. The data obtained was analyzed using multiple linear regression techniques to evaluate the relationship between the variables studied. The research results show that a positive destination image and high service quality significantly contribute to tourist satisfaction at Farm House Lembang. These findings indicate that destination managers need to focus on improving image and service quality to create satisfying experiences for tourists. This research provides important insights for the development of more effective destination marketing and management strategies, and suggests the need to conduct further research to explore other factors that influence tourist decisions.
The The Effect of Content Marketing and Influencer Endorsements on Purchasing Decisions for Wardah Skincare Products on the Shopee Marketplace: A Case Study of the Community in Subang District: The Effect of Content Marketing and Influencer Endorsements on Purchasing Decisions for Wardah Skincare Products on the Shopee Marketplace: A Case Study of the Community in Subang District Devy Widya Apriandi; Nopa Nurdiansyah
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 21 No. 02 (2025): Vol 2 No 2 September
Publisher : STIESA Press

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This study aims to analyze the influence of Content Marketing and Influencer Endorse on purchase decisions of Wardah skincare products in the Shopee marketplace, both partially and simultaneously. The research method used is quantitative with a descriptive-verificative approach. Primary data were obtained through online questionnaires distributed to 75 respondents from the Subang District community. Data analysis was conducted using multiple linear regression, t-test, and F-test with SPSS 25. The results show that Content Marketing (X1) has a positive and significant effect on purchase decisions, with a regression coefficient of 0.284 and a significance value of 0.000 (<0.05). Meanwhile, Influencer Endorse (X2) has a positive but not significant effect on purchase decisions, with a regression coefficient of 0.168 and a significance value of 0.144 (>0.05). Simultaneously, Content Marketing and Influencer Endorse have a significant effect on purchase decisions, with an F-value of 73.975 and a contribution of 66.4%, while the remaining 33.6% is influenced by other factors not examined in this study. Thus, Content Marketing is the dominant factor influencing consumers’ purchase decisions of Wardah products on Shopee, while Influencer Endorse still plays a role but its contribution is not statistically strong.
Co-Authors Ade Guntara Fauzi Adi Prakoso, Fajar Amelia, Rita Ananda Periana Anjar Gustian Audina, Revina Nita Ayunda, Wulan Agisti Bekti Karnowati, Nandang Bismantara Bismantara Bismantara Dede Kurnia Didi Junaedi E Wityasminingsih Erny Wityasminingsih Estu Widarwati Estu Widarwati Estu Widarwati Grace Wijayanti Gugyh Susandy Gugyh Susandy Gugyh Susandy Holle, Mohammad. H Ismi Ariani Kartika, Tita Kuncorosidi Kuncorosidi Kuncorosidi Kuncorosidi Kuncorosidi, Kuncorosidi Lusi Suwandari Maharani Ananda Putry Muhammad Fajar Muhammad Rayhan Fauzan Muhammad Rizal Sarif Hidayat Mutqi Sopiawadi Nabila Nur Rohmah Najmudin Nandang Bekti Karnowati Ni Made Vinolita Wijayanti Nopa Nurdiansyah Nopa Nurdiansyah Nunik Nurmalasari Nunik Nurmalasari Nunik Nurmalasari Nunik Ratnasari Nurochman, Maman Padya Norma Putri Prakoso, Fajar adi Raden Mohamad Herdian Bhakti Ramandha Ramandha Raphael Raphael Rianiva Rianiva Ridwan Ridwan Rika Akana Rohmah, Nabila Nur Rosalia Rosalia Salsa Billa Alysia Shella Fransiska Sudarto Sudarto Susandy, Gugyh Susandy Tigin Lugiani Wiwin Winengsih Yuni Rahmawati [Gugyh Susandy