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All Journal Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat International Research Journal of Business Studies Technology, Business and Entrepreneurship
Rahma, Resita Septia
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences

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Peran Strategi Pemasaran Digital UMKM Banten terhadap Loyalitas Pelanggan (Studi Case Apex Banten) Rahma, Resita Septia; Ramdan, Abdi; Aditiya, Rizky; Siska, Siska; Ramdan, Gilang; Maulana, Alvin
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 4 No. 5 (2024): September 2024 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/altifani.v4i5.581

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economy, particularly in the Banten Province. This study focuses on Apex MSMEs in Banten, which operate in the outdoor equipment rental and tour trip organization business. In facing an increasingly competitive market, this study aims to analyze the marketing performance and customer loyalty of Apex MSMEs through digital marketing strategies. Data was collected through surveys using a Likert scale to measure customer loyalty. The results showed an average loyalty score of 4.521, indicating a high level of customer loyalty. SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats faced by Apex MSMEs. The resulting SO (Strengths-Opportunities) strategies included service and branch expansion and the use of social media for marketing. The findings provide valuable insights for Apex MSMEs in enhancing their competitiveness and business sustainability through appropriate marketing strategies. Thus, Apex MSMEs can strengthen their market position and achieve sustainable growth.
Consumers’ Intention to Switch from Green and Conventional Cosmetics Mawar Firdausi, Asri Sekar; Rahma, Resita Septia; Afriani, Lita Ningrum
International Research Journal of Business Studies Vol. 16 No. 1 (2023): April - July 2023
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.16.1.83-98

Abstract

Consumers play an essential role in consuming activities since it can impact environmental preservation. However, previous research stated that the ineffectiveness of green products resulted in consumers choosing to use conventional products. Hence, this study aims to determine the factors that cause consumers to switch from green products to conventional products in cosmetics. The theory applied in explaining the phenomenon is migration theory by using the push-pull-mooring framework. The subjects of this study were 205 green cosmetics consumers who collected the data using questionnaires. Based on the results of data analysis, the pull factor and push factor are the most decisive factors that influence the consumers switching intention to conventional cosmetics. Meanwhile, the mooring factor does not moderate the push and pull factors on the customers’ switching intentions to conventional cosmetics.
Pengaruh Perceived Products Innovation terhadap Purchase Intention melalui Variabel Intervening Perceived Quality pada Produk Parfum Evangeline Hijmah; Ika; Nurhayanah, Siti; Nirmala, Helsya; Heranawati; Gunawan; Rahma, Resita Septia
Technology, Business and Entrepreneurship Vol. 3 No. 1 (2025): Technology, Business and Entrepreneurship
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat (LPPM) Institut Teknologi dan Bisnis Sabda Setia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61245/techbus.v3i1.46

Abstract

Penelitian ini menyelidiki pengaruh inovasi produk yang dirasakan (Perceived Product Innovation) terhadap niat beli (Purchase Intention) pada produk parfum Evangeline, dengan mempertimbangkan peran persepsi kualitas (Perceived Quality) sebagai variabel perantara. penelitian ini menggunakan metode kuantitatif dengan populasi 104 responden, menggunakan teknik sampel jenuh. data dianalisis menggunakan software SPSS dengan uji regresi dan analisis deskriptif. hasil penelitian menunjukkan bahwa Perceived Product Innovation berpengaruh signifikan terhadap Perceived Quality, dan Perceived Quality berpengaruh signifikan terhadap Purchase Intention. Hal ini menunjukkan bahwa inovasi produk yang diterima konsumen berpengaruh pada persepsi kualitas produk. Perceived Quality menjadi faktor kunci yang menghubungkan inovasi produk dengan niat beli. penelitian ini menyimpulkan bahwa inovasi produk yang diterima konsumen, seperti pengembangan aroma baru, peningkatan formula, atau pembaruan desain kemasan, mampu meningkatkan persepsi kualitas produk, sehingga mendorong niat beli konsumen. hasil ini memberikan implikasi penting bagi strategi pemasaran parfum Evangeline untuk meningkatkan daya tarik dan minat beli konsumen di pasar.
Co-Authors Aditiya, Rizky Afriani, Lita Ningrum Gunawan Heranawati Hijmah Ika Maulana, Alvin Mawar Firdausi, Asri Sekar Nirmala, Helsya Nurhayanah, Siti Ramdan, Abdi Ramdan, Gilang Siska Siska