Article Per Year (5 Year)
p-Index From 2020 - 2025
0.562
P-Index
This Author published in this journals
All Journal Journal of Applied Business, Taxation and Economics Reseach Business and Investment Review Mosintuwu Jurnal Pengabdian Kepada Masyarakat
Khusnia, Rif’atul
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
The Influence of Influencer Marketing and Store Atmosphere on Purchase Decision through Purchase Intention as Intervening Variable : A Case Study on Café Consumers in Malang City Khusnia, Rif’atul; Pratikto, Heri; Rahayu, Wening Patmi
Journal of Applied Business, Taxation and Economics Research Vol. 4 No. 3 (2025): February 2025
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v4i3.372

Abstract

This study investigates the influence of Influencer marketing and Store atmosphere on Purchase decision with Purchase intention as an intervening variable among café consumers in Malang City. Based on the Theory of Planned Behavior (TPB), the research aims to fill research gaps concerning the effects of these variables in the rapidly evolving context of digital marketing. The research employed Smart PLS SEM to analyze data from 385 respondents of Generation Z aged 12-27 years. The results indicate that Influencer marketing has a positive and significant impact on Purchase intention, though it does not directly affect Purchase decision. Conversely, Store atmosphere significantly influences both Purchase intention and Purchase decision among café consumers in Malang. Furthermore, Purchase intention acts as a significant intervening variable between Influencer marketing, Store atmosphere, and Purchase decision. These findings provide insights for café owners and marketing practitioners to consider effective strategies in enhancing the influence of store atmosphere and utilizing influencers to improve consumer purchase decisions
Strategi Pemberdayaan Masyarakat melalui Penguatan Kapasitas Pemandu Wisata untuk Mendukung Pariwisata Berkelanjutan di Desa Sumberdem, Kabupaten Malang Aini, Desti Nur; Winarno, Agung; Sulistina, Oktavia; Sani, Fitria Earlike Anwar; Khusnia, Rif’atul
Mosintuwu Jurnal Pengabdian Kepada Masyarakat Vol 5, No 2 (2025): Mosintuwu : Jurnal Pengabdian Kepada Masyarakat
Publisher : Universitas Sintuwu Maroso

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71127/2808-9073.757

Abstract

Desa Sumberdem memiliki potensi besar untuk berkembang menjadi destinasi wisata unggulan di Kabupaten Malang. Namun, potensi tersebut belum dapat dimanfaatkan secara optimal tanpa dukungan sumber daya manusia yang kompeten, khususnya dalam bidang pelayanan dan pemanduan wisata. Kegiatan Pengabdian kepada Masyarakat (PkM) ini bertujuan untuk meningkatkan kapasitas masyarakat lokal melalui program pelatihan dan pendampingan pemandu wisata (tour guide). Metode pelaksanaan menggunakan pendekatan partisipatif, di mana masyarakat dilibatkan secara aktif pada setiap tahapan kegiatan. Data dikumpulkan melalui observasi, dan wawancara untuk mengukur peningkatan kompetensi peserta. Program pelatihan difokuskan pada empat aspek utama: (1) penguatan pengetahuan tentang sejarah, budaya, dan geografi lokal; (2) pengembangan keterampilan komunikasi dan teknik storytelling; (3) pemahaman mengenai etika dan standar pelayanan tour guide profesional; serta (4) praktik simulasi pemanduan wisata di lapangan. Hasil kegiatan menunjukkan adanya peningkatan signifikan pada pengetahuan dan keterampilan peserta, yang ditunjukkan melalui evaluasi kinerja praktik lapangan. Para peserta tidak hanya mampu memandu wisatawan secara lebih baik, tetapi juga berperan sebagai agen promosi bagi keunikan Desa Wisata Sumberdem. Kegiatan ini membuktikan bahwa pelatihan tour guide menjadi strategi penting dalam memperkuat daya saing desa wisata berbasis komunitas dan mendukung pengembangan pariwisata berkelanjutan. Rekomendasi tindak lanjut dari kegiatan ini adalah perlunya pendampingan berkelanjutan, penyusunan modul pemanduan berbasis potensi lokal, serta replikasi program di desa-desa wisata lain di Kabupaten Malang.
Analysis of the STP Marketing Strategy for Handmade Knitwear Products in MSMEs (Case Study on Candyco_id MSME) Khusnia, Rif’atul; Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Business and Investment Review Vol. 3 No. 6 (2025)
Publisher : CV. Lenggogeni Data Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61292/birev.228

Abstract

This research aims to analyze the Segmenting, Targeting, and Positioning (STP) based marketing strategy for Candyco_id, a handmade knitting craft business in Malang City. This research uses a qualitative method with a case study approach to deeply explore the experiences of business owners thru interviews, observations, and an examination of marketing activities. The research findings indicate that the application of STP at Candyco_id evolved naturally and adaptively, influenced by direct interaction with consumers and social media trends. Market segmentation is formed based on demographic, geographic, psychographic, and behavioral characteristics, with gift-giving motives and a unique preference for handmade products being dominant. The targeting is directed toward students as the primary segment, with expansion thru digital marketing reaching consumers outside the region and potentially entering international markets. Positioning is built thru the differentiation of custom services, quality craftsmanship, and storytelling that strengthens the emotional value of the product. The challenges faced include price wars, which highlight the need for consumer education about the value of craftsmanship. Overall, this research confirms that the STP strategy plays an important role in strengthening the competitiveness of handmade creative MSMEs and can serve as a reference for developing marketing strategies in similar sectors.
Co-Authors Agung Winarno Desti Nur Aini, Desti Nur Heri Pratikto Naswan Suharsono Oktavia Sulistina Puji Handayati sani, fitria earlike anwar Sudarmiatin Wening Patmi Rahayu