Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
P-Index
This Author published in this journals
All Journal The Es Economics and Entrepreneurship JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan
Fauziah, Rossa Amalia
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pendampingan Manajemen Keanggotaan Koperasi Fauziah, Rossa Amalia; Umarni, Yunita; Setiawan, Muhammad Bayu
JPM MOCCI : Jurnal Pengabdian Masyarakat Ekonomi, Sosial Sains dan Sosial Humaniora, Koperasi, dan Kewirausahaan Vol. 1 No. 2 (2023): (September)
Publisher : PT. Alahyan Publisher Sukabumi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61492/jpmmocci.v1i2.49

Abstract

Cooperative membership management assistance is one solution to the problems faced by the Gakom Cooperative, namely the lack of knowledge related to cooperative members as assets, the dual identity of cooperative members as owners and customers, member participation as owners, member participation as customers, and cooperative membership management. The purpose of this activity is to improve understanding and skills related to effective cooperative membership management. The method of implementing this activity is assistance to the management of the West Sumatra Gakom cooperative online using the Zoom meeting application. The partner in this mentoring activity is the Gambir Anam Koto Mandiri Cooperative in West Sumatra. The evaluation was carried out by assigning tasks to the cooperative management, namely recording cooperative members as assets, recording the identity of cooperative members as owners and customers, distinguishing the role of member participation as owners with member participation as customers, and moving membership recording from manual to computerized, with an increase of 65%.
Analyze Brand Ambassadors and Advertising Through Brand Image on Buyer Decisions: (Case Study: Purchase of BTS Meal at Mcdonald's Sukabumi) Fauziah, Rossa Amalia; Siwiyanti, Leonita; Sudarma, Ade
The Es Economics and Entrepreneurship Vol. 3 No. 02 (2024): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v3i02.390

Abstract

The purpose of this study is to see how advertising and brand representation influence consumer purchasing decisions, both directly and through brand image as a mediating variable. The background of the study was McDonald's strategic collaboration with BTS, which capitalized on the group's global popularity to attract customers through BTS Meal products. This phenomenon shows how marketing elements are crucial in influencing consumer behavior, especially children. This study used a quantitative approach with primary data collected through questionnaires. Respondents were customers who had purchased the BTS Meal at McDonald's Sukabumi. Structural Equation Model (SEM) was used to analyze the data. The study showed that advertising and brand ambassadors have a significant influence on the formation of brand image, which in turn affects consumers' decision to purchase goods. Advertising has a direct impact, but brand ambassadors do not. The implications of this study suggest companies should prioritise marketing strategies that utilise innovative and consistent advertising if they want to build a strong brand reputation. The right brand ambassador can enhance brand reputation, but to influence purchasing decisions directly, a more comprehensive strategy must be integrated. The results offer guidelines for other businesses to create successful marketing campaigns that utilise the synergy of branding elements to enhance brand appeal and increase consumer loyalty. To build stronger emotional connection with consumers, the study emphasises the importance of understanding the social and cultural dynamics of the target market.
Co-Authors Leonita Siwiyanti Setiawan, Muhammad Bayu Sudarma, Ade Umarni, Yunita