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All Journal Agregat: Jurnal Ekonomi dan Bisnis International Journal of Applied Finance and Business Studies JIFTECH: Journal Of Islamic Financial Technology Bukhori: Kajian Ekonomi dan Keuangan Islam Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat
Arfah, Lita
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Digital Marketing Strategy, Marketing Communication, and Service Quality: Their Impact on Wardah Cosmetics Consumer Satisfaction in The Age Range of 18-40 Years Arfah, Lita
Agregat: Jurnal Ekonomi dan Bisnis Vol. 8 No. 1 (2024)
Publisher : Universitas Muhammadiyah Prof. DR HAMKA.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/agregat_vol8.i1/16245

Abstract

The aim of this study is to see how the satisfaction of Wardah cosmetics customers in Pekanbaru, who are between the ages of 18 and 40, is influenced by digital marketing strategies, marketing communications, and quality of service. Using the purposive sampling method, 238 people who used Wardah products and had access to digital media were selected. Independent variables determine consumer satisfaction, which is measured through the questionnaires used for data collection. Data analysis is carried out using Pearson correlation methods to evaluate the strength of the relationship between independent variables and customer satisfaction. The results of the research showed that digital marketing strategies and consumer satisfaction had a significant positive correlation with a correlative coefficient of 0.65 (p = 0.001), marketing communications also had a positive corelation with the correlational factor of 0.58 (p= 0.005), and the quality of service has a positive Correlation of 0.72 (p_0.005). The study found that Wardah cosmetics customers in Pekanbaru, especially customers between the ages of 18 and 40 years, were very satisfied with digital marketing strategy, marketing communication, and service quality. This conclusion provides practical implications for companies to create more effective marketing and service strategies to increase customer loyalty and satisfaction.
Analisis Tingkat Literasi Finansial Mahasiswa Manajemen Bisnis Syariah di STAI Al-Kifayah Riau: Konsep, Sikap, dan Perilaku Arfah, Lita
Bukhori: Kajian Ekonomi dan Keuangan Islam Vol. 4 No. 1 (2024): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/bukhori.v4i1.3326

Abstract

Purpose: Students must have a good understanding of finance, especially when facing the challenges of financial management in today's era. The purpose of this study was to determine how proficient Sharia Business Management (MBS) students at STAI Al-Kifayah Riau are with basic financial concepts, attitudes, and behaviors related to finance. Methodology: This study was conducted using a quantitative approach through a survey. The stratified random sampling method consisted of 85 MBS students who were randomly selected. Data were collected through a financial literacy questionnaire distributed online via Google Form. Results: The results of the analysis showed that MBS students at STAI Al-Kifayah Riau had high financial literacy in basic financial concepts and products, with 17% in the high category, 28% in the medium category, and 55% in the low category. Financial attitudes, with 21% in the high category, 34% in the medium category, and 45% in the low category, and financial behavior, with 20% in the high category, 31% in the medium category, and 49% in the low category. Limitation: If the sample is only taken from one institution (STAI Al-Kifayah Riau), the results may not be generalizable to students in other institutions or different areas. Contribution: The results show that the majority of MBS students of STAI Al-Kifayah Riau do not understand financial concepts, attitudes, and behaviors. This suggests that education should be conducted to improve students' financial knowledge, especially by offering courses or training that focus more on financial management.
The influence of janji jiwa coffee’s brand image on consumer purchase decisions: A consumer psychology approach in Pekanbaru Arfah, Lita
International Journal of Applied Finance and Business Studies Vol. 12 No. 4 (2025): March: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v12i4.328

Abstract

The brand image significantly impacts customer purchasing decisions, especially within the competitive specialty coffee sector. Janji Jiwa Coffee has cultivated a robust market presence; nevertheless, few research have investigated the influence of its brand image on consumer behavior from a psychological standpoint. Comprehending these psychological variables might assist organizations in optimizing their branding strategy and augmenting client loyalty. This study examines the influence of Janji Jiwa Coffee’s brand image on customer purchasing decisions in Pekanbaru, focusing on the roles of brand perception, brand trust, and emotional attachment in determining consumer preferences. Data were acquired from Janji Jiwa Coffee users using a quantitative technique via structured surveys. Statistical research was utilized to investigate the correlations between essential branding elements and purchasing decisions. The findings indicate that brand perception is the predominant influence, underscoring the significance of brand reputation and consistency. Brand trust profoundly affects purchasing intentions, underscoring the importance of ethical standards and product excellence in fostering loyalty. Furthermore, emotional attachment amplifies consumer involvement and fosters repeat purchases.  The results underscore the necessity for strategic branding, trust-enhancing measures, and experiential marketing to bolster brand loyalty and influence customer choices.
Implementing ai-driven digital marketing strategies in fashion MSMEs: An analysis of adoption and entrepreneurial practices Arfah, Lita
International Journal of Applied Finance and Business Studies Vol. 13 No. 1 (2025): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i1.358

Abstract

In the era of digital transformation, Artificial Intelligence (AI) is reshaping marketing practices, offering new opportunities for Micro, Small, and Medium Enterprises (MSMEs) in the fashion industry to enhance competitiveness and customer engagement. This study investigates the implementation of AI-driven digital marketing strategies within Micro, Small, and Medium Enterprises (MSMEs) operating in the fashion sector. As digital transformation accelerates, AI technologies such as chatbots, automated advertising, and data analytics offer significant potential to enhance marketing effectiveness and customer engagement. Using a quantitative descriptive design, data were collected through structured questionnaires from 132 purposively selected MSME entrepreneurs. The findings reveal that while there is a relatively high level of adoption for specific tools particularly chatbots and AI-based advertising a considerable proportion of businesses have yet to embrace AI comprehensively. Key benefits identified include increased marketing efficiency, improved customer targeting, and higher conversion rates. However, barriers such as limited technical knowledge, high implementation costs, and inadequate training persist. The study contributes to the understanding of digital innovation in small business marketing and offers practical insights for policymakers and stakeholders aiming to foster AI readiness and capability among fashion MSMEs.
Pengenalan Literasi Keuangan dan Pengendalian Personal Financial Planning untuk Generasi Z Sakinah, Nur; Martha Darman, Dian; Arfah, Lita; Marro'aini, Marro'aini; Jonkenedi, Jonkenedi
Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat Vol. 1 No. 1 (2023): Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat
Publisher : Sekolah Tinggi Agama Islam (STAI) Al- Kifayah Riau

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

Abstract

Consumerist behavior that has become a habit of society has resulted in a tendency to reduce cultural development. There are still many people who do not realize the importance of having a view on financial management in their personal lives because of the assumption that personal financial planning is only for high-income people and financial planning is only carried out by an organization or company. The aim of carrying out community service for Al-Izhar IT Vocational School students in Pekanbaru is to participate in raising awareness among these students through the introduction of financial literacy, so that generation Z understands and recognizes financial literacy and personal financial planning to prepare for a better future as early as possible. The implementation method was designed and implemented using the PAR (Participatory Action Research) method, which involves researchers and participants in collaboration to encourage active participation, feedback, and joint knowledge creation. The results achieved were that students understood the concept of financial literacy, were able to avoid behavior that could influence generation Z's financial decisions, and had self-control in personal financial planning.
Pengenalan Proses Sertifikasi Halal Pada Pelaku Usaha Mikro Dan Kecil Arfah, Lita; Marro'aini, Marro'aini; Sakinah, Nur; Jonkenedi, Jonkenedi; Martha Darman, Dian
Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat Vol. 1 No. 2 (2024): Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat
Publisher : Sekolah Tinggi Agama Islam (STAI) Al- Kifayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53398/alumm.v1i2.326

Abstract

Halal certification is a process that is a necessity for meeting a wide market share, including benefits for entrepreneurs trading goods or services. On the consumer side, halal certification is proof of the seriousness of entrepreneurs in fulfilling the halal status of merchandise, whether in the form of goods or services. In the framework of the Tridharma of lecturers in the field of sharia finance in the Sharia Business Management study program, the author provides knowledge to Community Service regarding the halal certification process in the target area: Tuah Madani Village, Pekanbaru. This implementation is aimed at the household environment in the sub-district. The aim of this community service is to provide knowledge about the halal certification process and related understanding, which is fundamental according to the 2021 BPJPH regulations, including the type of business, size of the company, length of the process, and fees charged. After the presentation, the author carried out a direct evaluation of the participants by means of question and answer to test that the participants had understood the things presented as appropriate information to help the existence of sharia-compliant businesses
Pemberdayaan Masyarakat Melalui Pemasaran Syari’ah Yang Berkelanjutan Dan Beretika di Pekanbaru Arfah, Lita; Marro'aini, Marro'aini; Martha Darman, Dian; Sakinah, Nur; Iqbal, Muhammad
Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat Vol. 2 No. 1 (2024): Al-Umm: Jurnal Pengabdian dan Pengembangan Masyarakat
Publisher : Sekolah Tinggi Agama Islam (STAI) Al- Kifayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53398/alumm.v2i1.537

Abstract

This community service activity aims to provide information on sharia marketing as a sustainable and ethical community empowerment strategy in Pekanbaru. The sharia approach to marketing emphasizes not only economic profit but also upholds moral values, justice, and social sustainability. Through participatory community service activities, this program involves micro, small, and medium enterprises (MSMEs) in the Air Putih Village of Pekanbaru in developing product marketing strategies that comply with sharia principles. The results of the activity indicate that applying the principles of honesty, transparency, and social responsibility in product promotion and distribution can increase consumer trust, expand market networks, and encourage inclusive economic growth in the community. Furthermore, collaboration between academics, government, and the community plays a crucial role in creating a sustainable sharia marketing ecosystem. The study is expected to reinforce the urgency of integrating Islamic values into daily business practices as a solution for ethical and equitable economic development in urban areas like Pekanbaru
Determinants for the use of A GPN Debit Card (National Payment Gateway) by Students FEBI UIN SYAHADA Padangsidimpuan Hamid, Azwar; Arfah, Lita; Rambe, Lulu Walmarjan
Journal of Islamic Financial Technology Vol 1, No 2 (2022): JIFTECH : Journal Of Islamic Financial Technology
Publisher : UIN Syekh Ali Hasan Ahmad Addary Padangsidimpuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (378.083 KB) | DOI: 10.24952/jiftech.v1i2.6386

Abstract

The discussion in this study relates to service features, security systems, and student's knowledge of the use of debit cards with GPN. In this regard, the approach taken is theories related to the field. The type of research used is field research (field research) which is quantitative in nature. The samples used in this study were 74 respondents. The sampling technique used was a purposive sample, and the data collection techniques used were interviews, documentation, and questionnaires. Data analysis used was a validity test, reliability test, descriptive statistical analysis, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test (R2), multiple linear regression analysis test, t test (Partial), F test (Simultaneous) using SPSS tools 23. The results of this study this show that service features, security, and knowledge are factors that influence the use of GPN debit cards by students at the Faculty of Islamic Economics and Business UIN SYAHADA Padangsidimpuan.
Co-Authors Azwar Hamid Jonkenedi Jonkenedi Marro'aini, Marro'aini Martha Darman, Dian Muhammad Iqbal Nur Sakinah Rambe, Lulu Walmarjan