Garuda - Garba Rujukan Digital

PENGARUH KESADARAN DAN PENGETAHUAN TERKAIT KEAMANAN PRODUK TERHADAP NIAT PEMBELIAN PRODUK KECANTIKAN DAN PERAWATAN KULIT DI MASYARAKAT JABODETABEK Nattassha, Ruth; Roshni, Roshni; Viviana, Viviana
Journal of Management Small and Medium Enterprises (SMEs) Vol 17 No 2 (2024): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v17i2.17347

The rise of the beauty and skincare industry in Indonesia is accompanied by a glaring issue of this industry: the existence of illegal products without certification National Agency of Drug and Food Control which possibly contain substances harmful to skin health. Even with the existence of said certification, it is evident that there are demands for such products. The question arises from such a phenomenon: are the Indonesian consumers of beauty and skincare products aware of the certification, and are they using said information in their purchase decision? This research is conducted to find the answers to those questions, by utilizing the theory of planned behavior expanded with awareness and knowledge variables. A study of 72 consumers in Jabodetabek shows that while they have both the awareness and knowledge about the safety of said products, their attitude towards uncertified products has more effect on their intention to purchase compared to other variables. Keywords: Theory of Planned Behavior; Product Knowledge; Product Safety Awareness; Beauty and Skincare Products

Pengaruh Media Sosial Instagram terhadap Brand Awareness Blu by BCA Digital di Kalangan Mahasiswa Universitas Bunda Mulia Roshni Roshni; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 1 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i1.6015

Abstrak Telah banyaknya bermunculan berbagai brand bank digital di Indonesia yang membuat Blu memiliki banyak kompetitor yang jauh lebih lama telah berdiri di Indonesia dan sudah lebih dikenal atau memiliki brand awareness yang lebih baik dikalangan masyarakat Indonesia dibandingkan dengan Blu by BCA Digital seperti, Bank Jago, Bank Neo Commerce, Jenius, dan Sea Bank. Peningkatan brand awareness dapat dilakukan dengan cara meningkatkan aktivitas promosi di tempat yang berperan menjadi sumber informasi bagi segmentasi dan target pasar seperti di radio, televisi, media sosial dan lain sebagainya. Untuk segmentasi mahasiswa yang menjadi target Blu, salah satu tempatnya adalah media sosial Instagram. Penelitian ini dilakukan terhadap 114 mahasiwa aktif Universitas Bunda Mulia untuk melihat apakah promosi di Instagram dapat berpengaruh terhadap brand awareness mereka untuk Blu by BCA Digital. Berdasarkan analisis regresi yang dilakukan, dapat disimpulkan bahwa terdapat hubungan yang positif dan signifikan antara media social Instagram dengan brand awareness dari Blu by BCA Digital dikalangan mahasiswa Universitas Bunda Mulia. Kata Kunci: media sosial, Instagram, bank digital, brand awareness, regresi linear Abstract The emergence of various digital bank brands in Indonesia has made Blu have many competitors that have been established in Indonesia for much longer and are better known or have better brand awareness among the Indonesian people compared to Blu by BCA Digital such as Bank Jago, Bank Neo Commerce, Jenius, and Sea Bank. Increasing brand awareness can be done by increasing promotional activities in places that act as sources of information for market segmentation and targets such as on radio, television, social media and so on. For the student segmentation that is Blu's target, one of the places is Instagram social media. This study was conducted on 114 active students of Bunda Mulia University to see whether promotions on Instagram can affect their brand awareness for Blu by BCA Digital. Based on the regression analysis conducted, it can be concluded that there is a positive and significant relationship between Instagram social media and brand awareness of Blu by BCA Digital among Bunda Mulia University students. Keywords: social media, Instagram, digital bank, brand awareness, linear regression

Perancangan Aplikasi Inventaris Web dengan Rekomendasi Stok AI untuk Toko Kelontong Mandiri Julius Sutrisno; Youngky Viencent; Steffie Debbyana Wijaya; Nathanael Setiawan; Delvy Novytasari; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8396

Pengelolaan inventaris yang efisien merupakan aspek penting dalam operasional bisnis, terutama bagi usaha kecil seperti toko kelontong. Pengelolaan secara manual seringkali menyebabkan inefisiensi, kesalahan pencatatan, dan kesulitan pelacakan stok. Penelitian ini bertujuan untuk merancang dan mengembangkan aplikasi inventaris gudang berbasis web guna mengatasi permasalahan tersebut dan meningkatkan efisiensi pengelolaan stok.Metode pengembangan perangkat lunak digunakan dalam penelitian ini, meliputi analisis kebutuhan pengguna melalui studi literatur dan observasi proses bisnis, perancangan sistem dengan Data Flow Diagram (DFD) dan flowchart, perancangan basis data relasional, serta pembuatan antarmuka pengguna (mockup). Aplikasi yang dikembangkan memiliki fitur utama untuk mencatat data barang, transaksi masuk dan keluar, pengelolaan data supplier dan pelanggan, serta menghasilkan laporan inventaris dalam berbagai bentuk.Sebagai nilai tambah, sistem dilengkapi dengan fitur rekomendasi stok berbasis kecerdasan buatan (AI) yang memberikan saran otomatis terkait barang yang perlu diisi ulang berdasarkan riwayat transaksi dan pola perputaran stok. Fitur ini mendukung pengambilan keputusan yang lebih cepat dan akurat.Hasil evaluasi menunjukkan bahwa sistem ini mampu meningkatkan efisiensi operasional, mengurangi kesalahan pencatatan, dan menyediakan informasi real-time yang mendukung keputusan manajerial. Kesimpulannya, aplikasi inventaris berbasis web ini merupakan solusi tepat guna yang dapat diimplementasikan secara efektif pada toko kelontong, sekaligus menjadi model penerapan teknologi informasi yang adaptif untuk skala usaha kecil.

Pengaruh NCT Dream Sebagai Brand Ambassador Mie Lemonilo Terhadap Keputusan Pembelian Produk Viviana Viviana; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 1 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i1.6012

Abstrak Lemonilo pertama kali muncul sebagai sebuah brand dengan menggunakan konsep mie instan sehat yang tidak menggunakan bahan pewarna dan pengawet. Dilansir dari riset yang dimuat di Kompas pada tahun 2022 ditemukan bahwa Lemonilo menempati urutan ke empat pada top brand penjualan mi instan goreng terlaris di marketplace seperti Shopee dan Tokopedia periode 17 - 31 januari 2022. Hal ini menunjukkan bahwa mie Lemonilo kurang cukup populer dibandingkan dengan merek mie instan lain yang sudah lebih dulu beredar di pasaran. Penelitian dilakukan untuk mengetahui apakah penggunaan brand ambassador NCT Dream dapat meningkatkan pembelian mie Lemonilo. Berdasarkan analisis data tentang hubungan antara NCT Dream sebagai Brand Ambassador dengan Keputusan Pembelian Mie Lemonilo di daerah JABODETABEK dengan menggunakan beberapa jenis uji yaitu uji korelasi , uji t, dan uji f maka dapat diketahui bahwa nilai korelasi yang didapatkan adalah 0,705 dimana tanda korelasinya adalah positif artinya NCT Dream sebagai Brand Ambassador memiliki hubungan terhadap keputusan pembelian yang dilakukan pada brand mie lemonilo. Selain itu berdasarkan uji t dan uji f juga didapatkan hasil hipotesis H1 diterima artinya Pemilihan NCT Dream sebagai brand ambassador dapat membantu meningkatkan keputusan pembelian konsumen terhadap produk Mie Lemonilo diterima. Kata Kunci: brand ambassador, keputusan pembelian, regresi linear Abstract Lemonilo first appeared as a brand using the concept of healthy instant noodles that do not use dyes and preservatives. Reported from research published in Kompas in 2022, it was found that Lemonilo was ranked fourth in the top brands of best-selling fried instant noodles in marketplaces such as Shopee and Tokopedia for the period 17-31 January 2022. This shows that Lemonilo noodles are not very popular compared to other instant noodle brands that have been on the market for a long time. The study was conducted to determine whether the use of the NCT Dream brand ambassador could increase purchases of Lemonilo noodles. Based on data analysis on the relationship between NCT Dream as a Brand Ambassador and Lemonilo Noodle Purchasing Decisions in the JABODETABEK area using several types of tests, namely correlation tests, t tests, and f tests, it can be seen that the correlation value obtained is 0.705 where the correlation sign is positive, meaning that NCT Dream as a Brand Ambassador has a relationship with purchasing decisions made on the Lemonilo noodle brand. In addition, based on the t-test and f-test, the results of the H1 hypothesis were accepted, meaning that the selection of NCT Dream as a brand ambassador can help increase consumer purchasing decisions for Mie Lemonilo products. Keywords: brand ambassador, purchase decision, linear regression

The Influence of Blackpink as Tokopedia’s Brand Ambassador on Student Online Purchase Decision at Tokopedia E-Marketplace Period 2022 Keythline Priscilla Putri Maharani; Panji Nandiasa Ananda Mukadis; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 3, No 1 (2023): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v3i1.4690

Korean Wave phenomena in Indonesia can be seen by its demand among the millennials, especially when it comes to Korean pop music or simply called K-pop. One research has concluded that BTS and Blackpink (very popular music groups in South Korea has proven to significantly influence purchase decisions among Tokopedia buyers. However, there have been no research focusing on university students as research subject. Based on our analysis from the data gathered from 100 respondents concluded that there is positive influence by Blackpink as Tokopedia brand ambassador to the purchase decision on Tokopedia for 2022 year periode. This conclusion has been proven by the structured validity and reliability test, including normality, regression, and hypothesis. Hence, Tokopedia can continue to use brand ambassador and always try to find the best possibility of the possible ambassadors and how to activate them.

Analysis Of Factors That Influence Generation Z'S Intention To Switch To Using Cloud Storage Services With The Push-Pull-Mooring Framework Tarigan, Arihta; Putra, I Gede Wisnu Satria Chandra; Nattassha, Ruth; Eldelin, Eldelin; Karina, Fiona
Jambura Economic Education Journal Vol 8, No 1 (2026): January 2026
Publisher : Gorontalo State University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jeej.v8i1.32563

This study focuses on analyzing Gen-Z's habits in using cloud storage services using the push-pull-mooring framework. Currently, Generation Z has widely used cloud storage services to facilitate their daily activities, supported by the many service providers offering cloud storage services with various types of services and different features. Various factors that encourage, attract, and moor (Push-Pull-Mooring) Generation Z to use cloud storage services in the form of SaaS (Software as a Service) services such as simplicity, usefulness, security, privacy, habit, and switching cost. The study was conducted using a quantitative method using purposive sampling. Data were processed using SPSS version 26. The results of the study based on data from 104 respondents are that habit has a partial effect on switching intention. Meanwhile, simplicity, usefulness, security, privacy, habit, and switching cost have a significant effect simultaneously on switching intention.

Enhancing E-Commerce Readiness of Regional Flagship Product: AHP-Based Packaging Selection for Kembang Goyang Perak Samosir; Yenny Widianty; Ratnawati Ratnawati; Ruth Nattassha
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 4 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i4.10702

This study aims to determine the most appropriate packaging for kembang goyang to improve the e-commerce readiness of regional flagship product In South Tangerang. This study uses a quantitative method with the Analytical Hierarchy Process (AHP) approach. The study population consists of experts who have experience in food product development and MSME management. The research sample was determined using a purposive sampling technique with 15 experts, consisting of researchers, food experts, and kembang goyang MSME actors. Data were collected through paired comparison questionnaires and analyzed using Expert Choice software. The results show that product protection criteria and packaging strength are the most important factors in packaging selection. Canister packaging becomes the best alternative compared to other packaging. The implications of this study indicate that selecting the right packaging can improve the e-commerce readiness of MSMEs.

Enhancing E-Commerce Readiness of Regional Flagship Product: AHP-Based Packaging Selection for Kembang Goyang Perak Samosir; Yenny Widianty; Ratnawati Ratnawati; Ruth Nattassha
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 4 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i4.10702

This study aims to determine the most appropriate packaging for kembang goyang to improve the e-commerce readiness of regional flagship product In South Tangerang. This study uses a quantitative method with the Analytical Hierarchy Process (AHP) approach. The study population consists of experts who have experience in food product development and MSME management. The research sample was determined using a purposive sampling technique with 15 experts, consisting of researchers, food experts, and kembang goyang MSME actors. Data were collected through paired comparison questionnaires and analyzed using Expert Choice software. The results show that product protection criteria and packaging strength are the most important factors in packaging selection. Canister packaging becomes the best alternative compared to other packaging. The implications of this study indicate that selecting the right packaging can improve the e-commerce readiness of MSMEs.

The influence of perceived product risk on consumer trust in Pertamina's fuel products: The moderating role of media exposure Arihta Tarigan; Carmel Karaniya Wigayha; Agung Stefanus Kembau; Ruth Nattassha; I Gede Wisnu Satria Chandra Putra
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i2.26980

This study investigates the effect of perceived product risk on consumer trust in Pertamina's fuel products, with media exposure serving as a moderating variable. Conducted in the context of the 2025 corruption scandal and concerns over fuel quality discrepancies, the study adopts a quantitative approach using data collected from 103 urban consumers in the Greater Jakarta (Jabodetabek) area. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate that perceived product risk exerts a significant negative effect on consumer trust, indicating that concerns regarding product quality and reliability substantially undermine public confidence. Media exposure significantly moderates this relationship, amplifying the influence of perceived risk on trust. The model explains a substantial proportion of the variance in consumer trust, highlighting the critical role of public information during periods of institutional crisis. These findings underscore the importance of integrating rigorous quality assurance with transparent and proactive communication strategies to restore consumer confidence. The study contributes to the literature on crisis management, consumer trust, and state-owned enterprises by demonstrating how media exposure shapes public responses to perceived product risk during organizational recovery. Keywords: Consumer Trust; Media Exposure; Perceived Risk; Petroleum Industry; Trust Recovery

Pengaruh Harga, Kemudahan Penggunaan Aplikasi, dan Kemudahan Terhadap Minat Sewa Ride Beam Ruth Nattassha; Arihta Tarigan; Nathasya Nugraha; Endrike Kong Min
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.11613

Tingkat polusi udara meningkat beriringan dengan meningkatnya jumlah kendaraan yang membuat inovasi-inovasi baru hadir untuk memperbaiki kerusakan yang ada contohnya kendaraan listrik. Dengan hadirnya kendaraan listrik ternyata tidak secara langsung merubah tingkat polusi udara yang ada karena dengan harga yang masih sangat tinggi diikuti dengan daya tempuh kendaraan yang rendah membuat konsumen tetap memilih kendaraan dengan bahan bakar bensin sebagai sarana transportasi dan membuat pemerintah turut serta menyebarluaskan kendaraan listrik ini kepada masyarakat dengan memberikan cashback tertentu. Dengan demikian, perusahan seperti Ride Beam ikut serta untuk menjalankan program dari pemerintah ini dengan memberikan layanan sepeda listrik/skuter kepada masyarakat yang tentunya dimudahkan untuk pembayaran dengan menggunakan E-Wallet. Penelitian yang dilakukan secara kuantitatif dimana peneliti akan memberikan angket kepada konsumen yang pernah ataupun tahu tentang Ride Beam. Hasil yang didapatkan adalah konsumen tetap mempertimbangkan harga, kemudahan penggunaan aplikasi, dan kemudahan berkendara dalam melakukan penyewaan layanan Ride Beam. Dari penelitian ini dapat disimpulkan bahwa, dengan naiknya harga, buruknya aplikasi, dan sulitnya dalam berkendara akan mempengaruhi minat sewa dan begitupun sebaliknya. Perlu juga diperhatikan bahwa tiga faktor tersebut merupakan tiga dari banyaknya faktor yang dapat mempengaruhi minat sewa sehingga perlu kembali dilakukan penelitian terhadap beberapa faktor lainnya.

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