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ANALISIS STRATEGI PEMASARAN USAHA MIKRO KECIL DAN MENENGAH (UMKM) SALON AURA DEPOK DALAM MENGHADAPI ERA NEW NORMAL PANDEMI COVID-19 Safaza Azizah; Miguna Astuti
JURNAL MANAJEMEN PENDIDIKAN DAN ILMU SOSIAL Vol. 3 No. 2 (2022): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Juni 2022 - November 2022)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpis.v3i2.1127

Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis strategi pemasaran UMKM Salon Aura Depok dalam menghadapi era new normal pandemi COVID-19 dengan menggunakan bauran pemasaran 7P dan analisis SWOT. Menggunakan metode penelitian kualitatif dengan data primer yang didapat secara langsung dari narasumber, kemudian di validasi dengan menggunakan teknik triangulasi data dan kemudian di analisis dengan metode Miles dan Huberman. Hasil dari penelitian berdasarkan SWOT dengan mempertimbangkan elemen 7P menghasilkan strategi S-O yaitu (1) product, meningkatkan kualitas produk dan menambah variasi produk/layanan, (2) price, selalu mengupdate dan menyesuaikan harga standar pasaran salon kecantikan, (3) place, selalu mempelajari kompetitor untuk dapat mengungguli dan meningkatkan kualitas layanan jasa, (4) promotion, memperluas jejaring social media, melakukan periklanan dengan lebih sering, dan memberikan hadiah/cinderamata dengan syarat tertentu, (5) people, selalu memberikan training yang berkelanjutan kepada karyawan, (6) process, dengan membuat dan memperjelas SOP dan deskripsi kerja secara tertulis pada salon, dan (7) physical evidence, melakukan pengecatan warna ulang secara berkala pada cat dinding, mengupgrade furnishing, dan selalu melakukan pengecekan dan pemeliharaan terhadap barang, alat, dan fasilitas yang disediakan.
Addressing MSMEs Customer Complaints in Indonesia’s Digital Economy: Insights from Sharia and Consumer Protection Law Astuti, Miguna; Mardiatmi, Anastasia Bernadin Dwi; Sari, Afrina; Dewi, Fransisca Iriani Roesmala
JURIS (Jurnal Ilmiah Syariah) Vol 23, No 2 (2024)
Publisher : Universitas Islam Negeri Mahmud Yunus Batusangkar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31958/juris.v23i2.13216

Abstract

This study examines MSME customer segmentation based on complaint behavior and the influence of Recency, Frequency, and Monetary (RFM) metrics. It integrates consumer protection law in Indonesia and sharia principles to address customer complaints. Using a mixed-method approach, quantitative analysis of RFM data and descriptive segmentation were combined with qualitative normative legal analysis. Data collection involved online and offline surveys in the Jabodetabek area using structured questionnaires covering RFM metrics, demographics, and complaint patterns. Findings reveal that 35.57% of MSMEs 4.0 customers belong to the "Faithful Customers" segment, characterized by loyalty despite limited financial contributions, crucial for business sustainability. Most customers, particularly younger and low-income groups, exhibit passive complaint behavior, favoring informal expressions of dissatisfaction over formal mechanisms. This highlights the need for strategies that prioritize emotional engagement and non-confrontational feedback to enhance retention and satisfaction. From the perspectives of Indonesian consumer protection law and sharia law, MSMEs must provide effective complaint channels and uphold fairness, transparency, and deliberation. These principles are vital for maintaining customer trust and ensuring long-term business success, emphasizing the importance of aligning customer engagement with ethical and legal standards.
Penguatan Usaha Mikro Melalui Pendampingan Supply Chain dan Pemasaran Digital: Pengalaman di WUB Depok Sembiring, Rosali; Astuti, Miguna; Marlina, Marlina; Maryam, Suryani
Jurnal Pengabdian Masyarakat Progresif Humanis Brainstorming Vol 7, No 4 (2024): Jurnal Abdimas PHB : Jurnal Pengabdian Masyarakat Progresif Humanis Brainstormin
Publisher : Politeknik Harapan Bersama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30591/japhb.v7i4.7457

Abstract

Penerapan teknologi digital dan strategi pemasaran digital menjadi krusial untuk mempertahankan dan memperluas pasar terutama saat menghadapi krisis. Namun, banyak UMKM yang belum memahami atau memanfaatkan secara optimal teknologi ini, salah satunya adalah Wira Usaha Baru (WUB) Depok. Tujuan dari program pengabdian masyarakat ini adalah untuk meningkatkan kemampuan Wira Usaha Baru (WUB) Depok dalam hal manajemen rantai pasokan dan pemasaran digital. Program ini melibatkan pelatihan dan pendampingan intensif yang berfokus pada tiga topik utama: manajemen rantai pasokan, pemasaran digital, dan penerapan Standar Operasional Prosedur (SOP). Hasil dari program ini menunjukkan bahwa peserta lebih memahami dan memiliki keterampilan yang lebih baik dalam manajemen rantai pasokan dan pemasaran digital. Dengan bergabung dengan WUB Depok, pelaku UMKM lebih mampu menemukan dan mengatasi masalah operasional serta memperluas jangkauan pasar mereka. Namun, masalah seperti perbedaan pemahaman dan konsistensi kehadiran peserta masih menjadi perhatian. Meskipun program ini meningkatkan daya saing UMKM di Depok, hasilnya memerlukan dukungan terus menerus, seperti mengintegrasikan teknologi ke dalam operasi bisnis dan membangun kolaborasi strategis dengan pihak ketiga.
Sales volume analysis through trust in manufacturing companies: Study on dynamix cement consumers Santosa, Djoko; Hadi, Prasetyo; Astuti, Miguna; Manggabarani, Alfatih Sikki
Jurnal Siasat Bisnis VOL 29, NO 1 (2025)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol29.iss1.art7

Abstract

Purpose – The purpose of this study is to find out and analyze whether trust, country of origin, brand image, and product quality influences sales volume both directly and indirectly through trust on consumers of Semen Dynamix in Indonesia.Design/methodology/approach – A quantitative approach was used with purposive sampling to select 210 respondents meeting the research criteria. Data were analyzed using the Structural Equation Modeling (SEM) method with the SmartPLS tool.Findings – The results show that country of origin, brand image, and product quality significantly influence sales volume, while the influence of country of origin is not statistically significant. Trust serves as a mediating factor in the indirect relationships between these variables and sales volume.Research limitations/implications – The limitation of this study is its sole focus on Semen Dynamix, which may restrict the generalizability of the findings. Future research could explore additional factors or apply similar methods across other product categories.Practical implications – The study suggests that enhancing trust by improving country of origin perceptions, brand image, and product quality can positively affect sales. Practical applications include marketing strategies that highlight these attributes to strengthen customer trust and, in turn, drive sales volume.Originality/value – This study offers a fresh perspective on trust, highlighting its active role in mediating the effects of brand-related factors on sales. Insights from this research can guide marketers and practitioners in developing brand and sales-oriented strategies.
Analysis of Sales Volume Through Purchase Intention Considering the Influence of Price, Discounts, and Shipping Costs Suwarna, Roy Adi; Astuti, Miguna; Yulivan, Ivan; Triwardhani, Diana
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 1 (2025): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i1.4151

Abstract

This study analyzes the influence of price, discounts, and shipping costs on sales volume through purchase intention at an authorized Daikin AC dealer in Banten. Data were collected via questionnaires from 173 respondents and analyzed using SmartPLS 4.0. The findings indicate that price, discounts, and shipping costs significantly affect sales volume both directly and through purchase intention. Hypothesis testing results reveal that price, discounts, and shipping costs have a positive effect on sales volume, with t-statistics of 5.43, 4.67, and 3.95, respectively. Moreover, purchase intention as a mediating variable significantly influences sales volume, with a t-statistic of 6.12. The managerial implications suggest that marketing managers should set competitive prices, design attractive discount programs, and optimize shipping costs to enhance purchase intention and increase sales volume. This study contributes to the marketing management literature by providing empirical evidence on the impact of price, discounts, and shipping costs on sales volume through purchase intention. The findings serve as a valuable reference for researchers and business practitioners in refining marketing strategies.
MANAJEMEN PENGELOLAAN BANK SAMPAH BERBASIS SOCIOPRENEUR DALAM RANGKA MENINGKATKAN EKONOMI KELUARGA DI WILAYAH LIMO DEPOK Rosali Sembiring Colia; Miguna Astuti; Marlina Marlina
Jurnal Abdimas Indonesia Vol. 2 No. 4 (2022): Oktober-Desember 2022
Publisher : Perkumpulan Dosen Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53769/jai.v2i4.333

Abstract

Beberapa tahun belakangan isu masalah lingkungan terkait sampah yang menjadi media pencemaran bagi alam dan kondisi TPA yang penuh sehingga perlu dilakukan penanggulangan salah satunya melalui pembentukan Bank Sampah. Kegiatan ini dilakukan pada Bank Sampah “Sawo kencana” dengan pendekatan partisipatif menggunakan teknik pelaksanaan pengabdian ‘participatory rural appraisal’ yang dilakukan dengan 3 (tiga) orang peserta. Pada pengabdian ini, teridentifikasikan tiga permasalahan prioritas pada Bank Sampah “Sawo Kencana” Sehingga, hasilnya memberikan solusi yang ditawarkan tim pengabdi terkait permasalahan tersebut antara lain yaitu (1) Pendampingan pengadaan alat produksi dalam hubungannya dengan supply chain berupa storage dan mesin pencacah sampah (2) pelatihan dan pendampingan sumber daya manusia dalam hal penyusunan laporan keuangan, implementasi fungsional dalam struktur serta pengetahuan sociopreneur, (3) Pelatihan dan pendampingan kegiatan pemasaran dengan website dan media sosial.
The Effect of Electronic Customer Relationship Management (E-CRM) on Customer Loyalty Through Customer Experience on WhatsApp Loyalty Recipients Sanjaya, Harry; Astuti, Miguna; Noraini Nasirun; Yudi Nur Supriadi
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 3 (2025): Dinasti International Journal of Economics, Finance & Accounting (July-August 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i3.4639

Abstract

This study aims to analyze the impact of Electronic Customer Relationship Management (E-CRM) on customer loyalty through customer experience among users of the WhatsApp Loyalty YOBO platform in the Food and Beverage (F&B) sector. The research seeks to answer the following questions: (1) Does E-CRM influence customer experience, (2) Does customer experience impact customer loyalty, and (3) Does customer experience mediate the relationship between E-CRM and customer loyalty. A quantitative explanatory research design was employed, with data collected through structured questionnaires from 360 respondents who were WhatsApp Loyalty YOBO users. The data was analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) via SmartPLS 4.0 to evaluate the relationships between E-CRM, customer experience, and customer loyalty. Validity, reliability, and mediation analyses were conducted to ensure robust results. The study found that E-CRM significantly enhances customer experience, which, in turn, positively influences customer loyalty. Furthermore, customer experience was identified as a mediating variable that strengthens the relationship between E-CRM and customer loyalty. These results highlight the importance of customer experience in maximizing the benefits of E-CRM tools. Differences in the impact were observed across demographic groups, indicating the potential for tailored strategies. The findings demonstrate the pivotal role of E-CRM in fostering customer loyalty by enhancing customer experience. Businesses in the F&B industry are encouraged to optimize E-CRM features like personalization, timely communication, and seamless service delivery. Future research can explore additional factors, such as market competition or cultural influences, to further elucidate E-CRM's role in driving customer loyalty. Keyword: customer experience, customer loyalty, digital marketing, E-CRM, WhatsApp Loyalty.
Leveraging e-WOM and green service quality to boost revisit intentions green hotels Khoerunisa, Mutia; Astuti, Miguna; Mardiatmi, Bernadin Dwi
International Journal of Financial, Accounting, and Management Vol. 7 No. 2 (2025): September
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v7i2.3123

Abstract

Purpose: This study examines the effects of Green Service Quality (GSQ) and electronic word of mouth (e-wom) on tourist satisfaction and revisit intention in eco-friendly hotels, with tourist satisfaction as a mediating variable. Methodology/approach: Using a quantitative approach, data were collected through a structured questionnaire distributed to individuals who had stayed at green hotels in Jakarta. Purposive sampling was applied, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results/findings: The results show that both GSQ and e-WOM significantly influence Tourist Satisfaction and Revisit Intention. Tourist Satisfaction also mediates the relationship between GSQ and e-WOM with Revisit Intention. Among all variables, Tourist Satisfaction is the strongest predictor of revisit intention. Conclusions: These findings highlight that high-quality green services and positive e-WOM enhance guest satisfaction and loyalty. Satisfied guests tend to return and recommend the hotel, strengthening its reputation and supporting long-term sustainability. Limitations: However, the study has limitations, including reliance on self-reported data and a geographically limited sample. Other factors such as pricing or hotel branding were not considered. Contribution: This research contributes to the green hospitality literature by confirming the mediating role of satisfaction and offering managerial insights on how sustainable practices and digital engagement can drive customer loyalty.
Application of Repacking Design to Improve Performance and Brand Awareness of Griya YKM Cinere Products, Depok City Gunaedi A, Jenji; Nastiti, Heni; Astuti, Miguna; DM, Bernadin
Indonesian Journal of Society Development Vol. 3 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijsd.v3i3.10179

Abstract

Small and Medium Enterprises (SMEs) are the backbone of the national economy. They are capable of driving the community economic growth and absorbing a large workforce. Despite the quality of products produced by SMEs being on par with those from manufacturers, the simple packaging often makes these products less attractive, limiting market reach and competitiveness. This issue is compounded by the lack of understanding and skills among SMEs regarding the importance of packaging design and how to redesign currect packaging to make the products itself more attractive. This community service innitiative aimed to address these issues through socialization efforts that emphasized the significance of packaging design and the need for attractive product packaging redesign. Pre-test and post-test results conducted before and after the socialization indicated an increased understanding among participants about the importance of packaging design and redesigning, which can enhance consumer interest and boost sales
PENGABDIAN MASYARAKAT DAN PENINGKATAN KINERJA BISNIS DARI USAHA MIKRO EGK Astuti, Miguna; Rizkita Amanda, Agni; Marlina; Gunaedi Argo, Jenji; Surya Kusuma, Airlangga
Jurnal Bakti Masyarakat Indonesia Vol. 6 No. 3 (2023): Jurnal Bakti Masyarakat Indonesia
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jbmi.v6i3.26779

Abstract

The ‘Edukasi Gemilang Kencana’ (EGK) business is located in the Depok area, West Java. Even though it has been around for quite some time, due to the Covid-19 pandemic, the Micro enterprosise EGK has been inactive. Some of the problems identified in EGK businesses include: (1) Low understanding of the staff regarding the importance of social media accounts for business marketing activities; (2) Staff’s in is still low in carrying out marketing activities using social media accounts; (3) Staff's understanding is still low regarding the importance of websites for business marketing activities; (4) Staff's understanding and skills are still low in managing social media and websites. Previously, EGK Partners only carried out conventional marketing activities, and had not implemented any digital marketing such as the electronic customer relationship management (E-CRM) activities such as social media and websites. Even when all points toward increase on market share, turnover and even business profits if business would be willing to implement E-CRM. So, the team then offered several solutions, including: (1) Training related to the importance of social media accounts for business performance; (2) Assistance in creating an official EGK Instagram social media account; (3) Training related to the importance of websites for business performance; (4) Assistance in creating the official EGK website. The results of the activities show that an increase in partners' knowledge and skills regarding E-CRM has been achieved. These increases include: (1) Knowledge regarding the importance of Social Media Accounts increased by 72.73%; (2) Skills in using social media accounts for business marketing activities increased by 71.13%; (3) Understanding and skills related to websites for business marketing activities increased by 100%; (4) Launching of the official EGK business Instagram account; (5) Launching of the official EGK website; (6) Increase in market share by 85%; (7) increase in turnover by 85%. The activity is also expected to contribute to the achievement of Sustainable Development Goals (SDGs) 1, 8 and 10 as well as contribute to the field of management science, especially digital marketing management ABSTRAK  Mitra EGK merupakan sebagai salah satu usaha yang berdomisili di wilayah Depok Jawa Barat. Meski telah berdiri cukup lama, namun dikarenakan Pandemi Covid-19, usaha mikro Edukasi Gemilang Kencana (EGK) sempat mengalami kevakuman. Beberapa permasalahan yang teridentifikasi pada usaha mitra EGK antara lain yaitu: (1) Pemahaman SDM masih rendah terkait pentingnya akun media sosial bagi kegiatan pemasaran usaha; (2) Keterampilan SDM yang masih rendah dalam menjalankan kegiatan pemasaran dengan menggunakan akun media social; (3) Pemahaman SDM yang masih rendah terkait pentingnya website bagi kegiatan pemasaran usaha; (4) Pemahaman dan keterampilan SDM yang masih rendah dalam mengelola media sosial dan website. Mitra EGK sebelumnya hanya melakukan kegiatan pemasaran yang bersifat konvensional, dan belum melaksanakan kegiatan E-CRM seperti social media dan website, padahal hal tersebut mampu meningkatkan pangsa pasar, omset dan bahkan profit usaha. Sehingga tim pengabdian menawarkan beberapa solusi, antara lain: (1) Pelatihan terkait pentingnya akun media sosial bagi kinerja bisnis; (2) Pendampingan pembuatan akun media sosial Instagram resmi EGK; (3)  Pelatihan terkait pentingnya website bagi kinerja bisnis; (4) Pendampingan pembuatan website resmi EGK. Hasil kegiatan memperlihatkan peningkatan pengetahuan dan keterampilan mitra terkait CRM & E-CRM telah tercapai. Adapun peningkatan tersebut termasuk pada: (1) Pengetahuan terkait pentingnya Akun Media Sosial meningkat sebesar 72,73% ; (2) Keterampilan dalam menggunakan akun media social untuk kegiatan pemasaran usaha meningkat sebesar 71,13%; (3) Pemahaman dan keterampilan terkait website bagi kegiatan pemasaran usaha meningkat sebesar 100%; (4) Terpublishnya akun Instagram bisnis resmi EGK; (5) Terpublishnya website resmi EGK; Peningkatan pangsa pasar sebesar 85%; peningkatan omset sebesar 85%. Kegiatan tersebut juga diharapkan dapat memberikan kontribusi terhadap pencapaian Sustainable Development Goals (SDGs) 1,8 dan 10 serta memberikan kontribusi pada bidang ilmu manajemen khususnya manajemen pemasaran digital