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THE INFLUENCE OF SERVICE QUALITY, PRICE AND BRAND IMAGE ON TELKOMSEL CUSTOMER LOYALTY OF IPB POSTGRADUATE STUDENTS Afra Nazhirah; Annisa Rizki Khairan; Mukhamad Najib
Journal of Business Studies and Management Review Vol. 4 No. 1 (2020): JBSMR Vol. 4 No.1, December 2020
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

The study aims to find out how the influence of service quality, price, and brand image on Telkomsel customer loyalty for IPB postgraduate students and to find out what the most influential variable on customer loyalty. This study used 95 students of IPB Postgraduate who have used The Telkomsel Card in The Jabodetabek area and in the last 2 months. This study used non-probability sampling technique with judgmental sampling. The data were collected by online questionner with a Likert scale between 1 to 5. The multiple linear regression analysis was used to test the model. The data processing of this study used SPSS 24.0. The result of this study with F test has shown that the service quality, price, and brand image simultaneously can explain the variable of customer loyalty. The next result with the T test has shown that price has a positive and significant effect on customer loyalty.

Strategi Periklanan Kosmetik Efektif Untuk Generasi Y Menggunakan Celebrity Endorsement Afra Nazhirah; Jono Mintarto Munandar; Ujang Sumarwan
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 9 No. 1 (2023): JABM Vol. 9 No. 1, Januari 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.1.330

Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. It is also important to explore whether different categories lead to different responses. The aim of the study was to analyze the effect of differences in endorser familiarity and product categories on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is a 2x2 factorial experimental study using Multivariate Analysis of Variance (MANOVA). There were 2 stages of the research, the first stage was the pre-test with 30 research participants to select celebrities and the second stage was the main test with 156 participants who were divided into 4 experimental groups. The results of the study stated that differences in celebrity familiarity had no effect on compatibility with products and attitudes towards brands, but had an effect on attitudes towards advertisements and purchase intentions. Differences in product categories and interactions between familiarity and categories show insignificant results. Celebrity endorsers with high or low familiarity currently both have the same potential and each endorser has its own market. Companies should increase consumer product involvement by repeating information. Keywords: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention, product categories

Strategi Periklanan Kosmetik Efektif Untuk Generasi Y Menggunakan Celebrity Endorsement Afra Nazhirah; Jono M Munandar; Ujang Sumarwan
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 9 No. 1 (2023): JABM, Vol. 9 No. 1, Januari 2023
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.9.1.330

Celebrity endorsement on social media has become a trendy way to advertise today. Examining the effectiveness of celebrity endorsers using the familiarity variable is deemed necessary, considering the risks that arise from selecting inappropriate celebrities. It is also important to explore whether different categories lead to different responses. The aim of the study was to analyze the effect of differences in endorser familiarity and product categories on compatibility with products, attitudes towards advertisements and brands and purchase intentions of Y generation consumers in cosmetic advertisements. This research is a 2x2 factorial experimental study using Multivariate Analysis of Variance (MANOVA). There were 2 stages of the research, the first stage was the pre-test with 30 research participants to select celebrities and the second stage was the main test with 156 participants who were divided into 4 experimental groups. The results of the study stated that differences in celebrity familiarity had no effect on compatibility with products and attitudes towards brands, but had an effect on attitudes towards advertisements and purchase intentions. Differences in product categories and interactions between familiarity and categories show insignificant results. Celebrity endorsers with high or low familiarity currently both have the same potential and each endorser has its own market. Companies should increase consumer product involvement by repeating information. Keywords: attitude towards advertising and brand, endorser familiarity, experimental study, purchase intention, product categories

Penerapan Sistem Informasi Akuntansi untuk Meningkatkan Efisiensi Pengelolaan Keuangan UMKM di Palembang Afra Nazhirah; Annisa Rahmah F; Lidya Mirza; M. Defri Perdana; M. Yogi Saputra; Yusta Erlangga; Rizky Novrianty; Kamilia Syaputra
Jurnal Pengabdian West Science Vol 4 No 01 (2025): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v4i01.1890

Usaha Mikro, Kecil, dan Menengah (UMKM) memegang peran penting dalam perekonomian Indonesia, termasuk di sektor kuliner. Mie Celor Mang Yus, sebagai salah satu UMKM di Palembang, menghadapi tantangan dalam pengelolaan transaksi dan keuangan karena masih menggunakan sistem manual. Kegiatan Pengabdian kepada Masyarakat oleh dosen dan mahasiswa Politeknik Negeri Sriwijaya Jurusan Manajemen Informatika menghadirkan solusi berupa penerapan aplikasi kasir berbasis sistem informasi akuntansi. Sistem ini dirancang untuk mempercepat dan meningkatkan akurasi pencatatan transaksi, pengelolaan hutang, dan pembuatan laporan keuangan. Hasil implementasi menunjukkan peningkatan efisiensi operasional, pengurangan risiko kesalahan, dan kemudahan dalam pengambilan keputusan bisnis berbasis data. Dengan sistem yang terintegrasi, Mie Celor Mang Yus mampu mengoptimalkan pengelolaan bisnis dan bersaing di era digital. Program ini diharapkan dapat memberikan manfaat berkelanjutan dan mendorong transformasi digital di sektor UMKM.

Penerapan Sistem Informasi Akuntansi Beepos Berbasis Desktop Untuk Meningkatkan Efisiensi Keuangan di Restoran Steakzone M. Agung Kusuma Bangun; Masayu Sarah Amelia; Arabela Kogoya; Kodri Al Qomar; Ayu Diya Silfiani; Kamilia Syaputra; Afra Nazhirah; Ayu Soraya; Yulia Hapsari
Jurnal Pengabdian West Science Vol 4 No 01 (2025): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v4i01.1911

Penelitian ini bertujuan untuk membantu restoran Steakzone meningkatkan efisiensi operasional dan pengelolaan keuangan melalui penggunaan Sistem Informasi Akuntansi (SIA) berbasis aplikasi BeePOS. Sebelum menggunakan sistem ini, pencatatan transaksi dilakukan secara manual, sehingga sering terjadi kesalahan dan prosesnya menjadi kurang efisien. Dengan pendekatan observasi langsung, desain, dan konfigurasi sistem, BeePOS berhasil diterapkan dengan baik. Aplikasi ini memiliki fitur unggulan, seperti pencatatan transaksi secara real-time, pengelolaan inventaris, dan pelaporan keuangan otomatis. Fitur-fitur tersebut mempermudah proses bisnis, meningkatkan transparansi keuangan, dan memastikan data yang tercatat lebih akurat. Hasil penelitian menunjukkan bahwa sistem BeePOS efektif dalam mengatur transaksi, mengelola diskon, dan membuat laporan keuangan. Implementasi ini mendukung pengawasan operasional yang lebih baik serta membantu pengambilan keputusan yang lebih strategis. Selain itu, solusi ini juga dapat menjadi inspirasi bagi UMKM di sektor kuliner lainnya untuk memanfaatkan teknologi dalam mengatasi tantangan pencatatan transaksi dan pengelolaan keuangan manual.

PELATIHAN DAN PENDAMPINGAN UMKM MELALUI PEMANFAATAN TEKNOLOGI DIGITAL PADA DINAS PEMUDA OLAHRAGA DAN PARIWISATA KABUPATEN MUSI BANYUASIN Novrianty, Rizky; Salamah, Ummy Gusti; Apria, Iga; Septian, Wanda; Syaputra, Kamilia; Nazhirah, Afra; Soraya, Ayu; Meylani, Andry; Istinabiyah, Desti Destiansari; Sari, Dwi Mei Rita; Fadilah, Lola
Jurnal Abdi Insani Vol 12 No 6 (2025): Jurnal Abdi Insani
Publisher : Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/abdiinsani.v12i6.2626

UMKM di Kabupaten Musi Banyuasin menghadapi tantangan dalam menggunakan teknologi digital yaitu media sosial untuk promosi dan peningkatan penjualan. Mayoritas pelaku UMKM saat ini masih mengandalkan metode pemasaran konvensional yang kurang optimal dalam memperluas jangkauan pasar. Penggunaan media sosial dapat menjadi alternatif efektif untuk meningkatkan eksposur dan penjualan produk mereka. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk memperkuat kemampuan pelaku UMKM dalam memanfaatkan teknologi digital agar dapat meningkatkan strategi pemasaran serta penjualan produk secara signifikan. Metode kegiatan dimulai dengan analisis awal terhadap kebutuhan dan permasalahan yaitu dengan melakukan survei dan wawancara kepada para pelaku UMKM untuk memahami kendala yang mereka hadapi. Setelah itu, dilakukan perancangan (design) yang mencakup materi tentang penggunaan media sosial untuk promosi. Pada tahap implementasi, pelatihan dilakukan secara langsung dengan metode tutorial dan praktek. Pelaku UMKM diberi kesempatan untuk mencoba memasarkan produk mereka melalui media sosial serta pendampingan teknis secara berkelanjutan untuk memastikan pelaku UMKM dapat mengatasi kendala yang muncul selama penggunaan platform digital. Evaluasi juga dilakukan untuk menilai tingkat pemahaman peserta dalam pemasaran produk mereka. Berdasarkan hasil evaluasi, diberikan rekomendasi lebih lanjut untuk pemeliharaan dan peningkatan kemampuan digital pelaku UMKM di masa mendatang. Hasilnya, program pelatihan dan pendampingan ini berhasil meningkatkan pemahaman pelaku UMKM tentang pentingnya media sosial dalam pengelolaan usaha. Pelaku UMKM yang mengikuti pelatihan dapat memanfaatkan media sosial untuk mempromosikan produk mereka dengan lebih efektif dan efisien. Namun, masih ada beberapa kendala yang perlu diatasi, seperti kurangnya pemahaman teknis dalam mengelola platform digital secara optimal.

Optimalisasi Fitur WhatsApp Business dalam Meningkatkan Efektivitas Promosi dan Penjualan pada UMKM di Era Digital Novia, Siti Arita; Wulandari, Nindya; Fani, Lastri Anggi; Nazhirah, Afra
Jurnal Pengabdian West Science Vol 4 No 06 (2025): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v4i06.2243

Micro, Small, and Medium Enterprises (MSMEs) play an important role in the Indonesian economy, including culinary businesses such as Warung Bakso Solo in Tanjung Pinang. However, in facing the digital era, Warung Bakso Solo still relies on conventional marketing strategies that have limitations. Through this community service program, an analysis of marketing needs and the implementation of WhatsApp Business as a relevant and easy-to-implement digital solution was carried out. WhatsApp Business helps improve communication with customers, facilitates promotions, and expands market reach through features such as product catalogs, automatic messages, and customer labels. The results of the community service show that the use of WhatsApp Business has a positive impact on increasing promotional effectiveness, operational efficiency, and strengthening relationships with customers. This program is expected to be the first step for other culinary MSMEs in utilizing digital technology to increase competitiveness and support business growth.

Analisis Faktor Penentu Keberhasilan Pengembangan Produk Baru Liquid Organic Biofertilizer di PT XYZ Nazhirah, Afra; Shafira, Nabilla; Rialdi, Azzahra Putri; Novia, Siti Arita; Wulandari, Nindya
Studi Ilmu Manajemen dan Organisasi Vol. 6 No. 3 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i3.4913

Purpose: The increasingly competitive fertilizer industry requires companies to pursue continuous product innovation. This study aims to evaluate the influence of product characteristics, sales promotion, and corporate reputation on the success of new product development (NPD) for Liquid Organic Biofertilizer (LOB) at PT XYZ. Methodology/approach: This study employed a quantitative approach using quota sampling involving 48 respondents who are consumers of the LOB product. Data were collected via questionnaires and analyzed using multiple linear regression analysis. Results/findings: The findings indicate that, simultaneously, product characteristics, sales promotion, and corporate reputation significantly affect NPD success. However, partially, only product characteristics have a positive and significant influence. Sales promotion and corporate reputation do not significantly impact NPD success. Limitations: The study's limitation lies in the sample size, which only includes 48 respondents and focuses on one company and one product type, limiting generalizability. Contribution: This study contributes to marketing and product development disciplines by highlighting the dominant role of product characteristics in NPD success in agribusiness. It offers strategic insights for business managers, especially in sustainable agriculture and organic product development.

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