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All Journal Media Ekonomi dan Manajemen Jurnal SOLMA Journal of Economic, Bussines and Accounting (COSTING) Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Dinasti International Journal of Education Management and Social Science Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Indonesian Journal of Innovation Studies AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Akuntansi dan Keuangan Journal of Artificial Intelligence and Digital Business Amkop Management Accounting Review (AMAR) Proceedings of The International Indonesia Conference on Interdisciplinary Studies
Tetty Sufianty Zafar
Universitas Muhammadiyah Sukabumi
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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ANALISIS BRAND IMAGE MELALUI CUSTOMER SATISFACTION TERHADAP CUSTOMER LOYALTY Maudi, Putri Rahma; Zafar, Tetty Sufianty; Komariah, Kokom
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/ptfc2085

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image terhadap Customer Loyalty dengan Customer Satisfaction sebagai variabel mediasi pada konsumen Teh Botol Sosro di Kota Sukabumi. Penelitian menggunakan pendekatan kuantitatif dengan jumlah sampel 150 responden yang dipilih melalui teknik purposive sampling dan pengumpulan data melalui kuesioner berbasis Google Form. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Customer Satisfaction, yang berarti semakin kuat citra merek, semakin tinggi tingkat kepuasan pelanggan. Selanjutnya, Customer Satisfaction juga berpengaruh positif dan signifikan terhadap Customer Loyalty, sehingga kepuasan yang dirasakan konsumen mendorong pembelian ulang serta rekomendasi kepada orang lain. Selain itu, Customer Satisfaction terbukti memediasi hubungan antara Brand Image dan Customer Loyalty secara signifikan, menunjukkan bahwa citra merek yang baik akan lebih efektif membentuk loyalitas apabila didukung oleh tingkat kepuasan konsumen yang tinggi. Secara keseluruhan, penelitian ini menegaskan bahwa penguatan citra merek dan peningkatan kepuasan pelanggan merupakan strategi penting dalam mempertahankan loyalitas konsumen Teh Botol Sosro di tengah persaingan industri minuman siap saji
The Effect of Workload, Work Motivation, and Teamwork on Employee Performance Saepuloh, Asep; Zafar, Tetty Sufianty; Jhoansyah, Dicky
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 20, No. 2 : Al Qalam (March 2026)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v20i2.5432

Abstract

This study aims to analyze the influence of workload, work motivation, and teamwork on employee performance at Moen's Farm in Cidahu, Sukabumi Regency. This study uses a quantitative method with a survey approach by distributing questionnaires to the entire population of 110 employees, with a saturated sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS 27 software. The results of the study indicate that the three independent variables, namely workload, work motivation, and teamwork, simultaneously and partially have a significant effect on employee performance. The coefficient of determination of 60.5% indicates that the combination of the three variables is able to explain employee performance, while the rest is influenced by other factors not examined. Workload has a positive influence on performance, which means that the more balanced the workload, the better the performance. High work motivation also improves performance, as does effective teamwork. These findings are expected to provide input for Moen's Farm management in improving employee performance through workload management, providing appropriate motivation, and forming a solid work team.
The Effect of Entrepreneurial Orientation on Competitive Advantage with Product Innovation as a Mediation Variable Septiani, Iklima; Zafar, Tetty Sufianty; Saori, Sopyan
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 20, No. 2 : Al Qalam (March 2026)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v20i2.5448

Abstract

The rapid growth of the coffee shop industry in Sukabumi City has created increasingly fierce business competition. To face these challenges, business actors need to have superior strategies supported by entrepreneurial orientation and product innovation. This study aims to analyze the effect of entrepreneurial orientation on competitive advantage with product innovation as a mediating variable. This study uses a quantitative approach with a census technique on 42 coffee shop owners in Sukabumi City. Data collection was carried out through a questionnaire using a Likert scale, and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method using SmartPLS software. The results show that entrepreneurial orientation has a significant effect on product innovation, and product innovation has a significant effect on competitive advantage. In addition, product innovation has been proven to significantly mediate the relationship between entrepreneurial orientation and competitive advantage. These findings indicate that the success of coffee shops in building competitive advantage is greatly influenced by the extent to which business owners are able to implement entrepreneurial orientation innovatively in product development.
Analysis of Soft Selling Through Scarlett Whitening's Product Placement in the Korean Drama "Reborn Rich" on Purchase Intention (Survey on Instagram Followers @hallyu.smi) Pasha, Nazhira Nur; Zafar, Tetty Sufianty; Komariah, Kokom
Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Vol. 20, No. 2 : Al Qalam (March 2026)
Publisher : Sekolah Tinggi Ilmu Al-Qur'an (STIQ) Amuntai Kalimantan Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35931/aq.v20i2.5353

Abstract

This study aims to analyze the effect of soft selling through product placement Scarlett Whitening in the Korean drama “Reborn Rich” on purchase intention on Instagram followers @hallyu.smi. The phenomenon of the rise of Korean culture in Indonesia is utilized by various brands to carry out effective marketing strategies, one of which is through product placement in Korean dramas. The method used in this research is a quantitative approach with an associative research type. Data was collected through distributing questionnaires to 135 Instagram followers @hallyu.smi who have watched the Korean drama “Reborn Rich”. Data was obtained through a research questionnaire distributed containing 27 questions regarding soft selling variables, product placement variables and purchase intention variables. Furthermore, the data obtained will be carried out various tests such as validity and reliability tests using the help of smartPLS 3.0 software. The results showed that the soft selling variable on purchase intention, the product placement variable on purchase intention, the soft selling variable on product placement and the product placement variable mediated effectively in the relationship between the soft selling variable and the purchase intention variable.
Analisis Consumer Rating dan E-Trust terhadap Continuance Intention (Survei pada Pengguna Aplikasi Netflix di Kota Sukabumi) Zen, Shafrizal Muhammad; Ramdan, Asep Muhamad; Zafar, Tetty Sufianty
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1877

Abstract

The rapid growth of subscription-based digital streaming services has intensified competition among video-on-demand platforms, making user retention a critical challenge. In this context, consumer rating and electronic trust are considered important factors influencing users’ continuance intention. This study aims to analyze the effect of consumer rating and e-trust on continuance intention among Netflix application users in Sukabumi City, Indonesia. A quantitative approach was employed using an associative research design. Data were collected through an online questionnaire distributed to 300 Netflix users selected using purposive sampling. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS) through SmartPLS 3.2.9. The results indicate that consumer rating has a positive and significant effect on continuance intention, suggesting that favorable evaluations from other users strengthen users’ willingness to continue using the platform. Furthermore, e-trust also shows a positive and significant influence on continuance intention, reflecting that trust in service reliability, data security, and system integrity enhances long-term usage intention. Overall, the findings highlight the importance of maintaining credible rating systems and strengthening digital trust to sustain user engagement in subscription-based streaming services.
Analisis Strategi Pemasaran Gerilya terhadap Keputusan Pembelian dengan Perceived Value sebagai Variabel Intervening (Studi Kasus pada Konsumen Yakult di Kota Sukabumi) Hakim, Mochamad Raditya; Ramdan, Asep Muhamad; Zafar, Tetty Sufianty
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1900

Abstract

This study addresses the increasing competition in Indonesia’s health beverage industry, which has contributed to declining sales performance despite strong brand recognition. The research aims to analyze the effect of guerrilla marketing strategies on purchasing decisions, with perceived value acting as an intervening variable, among Yakult consumers in Sukabumi City. A quantitative causal-associative approach was employed using survey data collected from 132 respondents selected through purposive sampling. Data were gathered via a structured questionnaire using a semantic differential scale and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9. The findings reveal that guerrilla marketing strategies have a positive and significant direct effect on purchasing decisions. Perceived value also shows a significant positive influence on purchasing decisions. Furthermore, perceived value partially mediates the relationship between guerrilla marketing strategies and purchasing decisions, indicating that the effectiveness of guerrilla marketing is strengthened when consumers perceive higher functional, emotional, and social value from the product. These results suggest that personalized and relationship-based marketing approaches are effective in enhancing consumer purchasing decisions, particularly when supported by strong perceived value. The study provides managerial insights for companies in strengthening direct selling strategies to remain competitive in dynamic markets.
Analisis Customer Experience terhadap Customer satisfaction pada Aplikasi Spotify melalui Perceived Ease of Use sebagai Variabel Mediasi (Survei Pengguna Spotify Free pada Gen-Z di Kota Sukabumi) Salsabila, Syahla Nazmi; Zafar, Tetty Sufianty; Komariah, Kokom
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 6 No. 2 (2026): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v6i2.1908

Abstract

The rapid growth of digital music streaming services has intensified competition among platforms, requiring providers to deliver superior user experiences and ease of use to maintain customer satisfaction. Despite its popularity, Spotify Free users, particularly from Generation Z, still encounter various limitations that may affect their overall satisfaction. This study aims to examine the effect of customer experience on customer satisfaction with perceived ease of use as a mediating variable among Spotify Free users from Generation Z in Sukabumi City. This research employed a quantitative approach using a causal associative design. Data were collected through an online questionnaire distributed to 195 respondents selected using purposive sampling. The measurement instrument was developed based on established indicators of customer experience, perceived ease of use, and customer satisfaction. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9 software. The findings indicate that customer experience has a positive and significant effect on customer satisfaction and perceived ease of use. Furthermore, perceived ease of use significantly influences customer satisfaction and acts as a mediating variable in the relationship between customer experience and customer satisfaction. These results suggest that enhancing user satisfaction can be achieved not only through positive experiential factors but also by improving the perceived simplicity and usability of digital applications.
AN ANALYSIS OF THE INFLUENCE OF DEBT TO EQUITY RATIO, CURRENT RATIO, RETURN ON ASSETS, AND SALES GROWTH RATE ON FINANCIAL DISTRESS Zakia Putri Sakinah; Dicky Jhoansyah; Tetty Sufianty Zafar
Proceedings International Indonesia Conference on Interdisciplinary Studies Vol. 1 (2025): Proceedings of The International Indonesia Conference on Interdisciplinary Studies (I
Publisher : Faculty of Social and Political Sciences, Universitas Lampung

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

Abstract

Indonesia’s textile industry is under significant pressure due to the global pandemic, exchange rate volatility, and high debt dependence, which has increased the risk of financial distress for major companies such as PT Sri Rejeki Isman Tbk (Sritex). This study aims to analyze the effect of Debt to Equity Ratio (DER), Current Ratio (CR), Return on Assets (ROA), and Sales Growth Rate (SGR) on financial distress, measured using the Altman Z-Score model. A quantitative approach was applied with multiple linear regression using SPSS 26 software, based on the company's quarterly financial reports for the 2017–2024 period. Partial test results (t-test) show that DER has a significant negative effect (β = -0.212; Sig. = 0.000), indicating that higher debt levels increase financial distress risk. ROA has a significant positive effect (β = 0.122; Sig. = 0.000), reflecting that asset efficiency reduces the likelihood of distress. Meanwhile, CR (Sig. = 0.136) and SGR (Sig. = 0.281) have no significant effect. The simultaneous test (F-test) yields F = 92.768 with Sig. = 0.000, confirming that the four variables jointly influence financial distress. The coefficient of determination (R²) is 0.964, indicating the model explains 96.4% of the variance in financial distress. The findings emphasize the importance of managing capital structure and improving profitability to mitigate financial distress. Future research is recommended to include multiple firms and consider external factors such as macroeconomic conditions and corporate governance.
The Influence of Innovation, Digital Literacy, and Entrepreneurial Literacy on Business Sustainability (Study on Food MSMEs in Sukabumi City) Nuraeni, Siti; Danial, R. Deni Muhammad; Zafar, Tetty Sufianty
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.4791

Abstract

This study aims to analyze the influence of innovation, digital literacy, and entrepreneurial literacy on business sustainability in the food MSME sector in Sukabumi City. Business sustainability is an important issue in facing market dynamics and competitive challenges, especially for small and medium business actors. The method used in this study is a quantitative method, which produces findings through statistical and measurement procedures. The approach applied is descriptive and associative, with a survey research type. The sample of this study consisted of 100 food MSME actors in Sukabumi City who were selected using probability sampling techniques, namely simple random sampling. Data were collected through questionnaires and the data analysis techniques used in this study were classical assumption tests, multiple correlation coefficients, determination coefficients, multiple linear regressions, and simultaneous (F test) and partial (T test) hypothesis tests. The results of the study indicate that innovation, digital literacy, and entrepreneurial literacy have a positive and significant effect on business sustainability, this can be seen from the calculated t value> t table, where the innovation variable has a calculated t value of 2.908> t table 1.661 and a significance value of 0.005 <0.05. Digital literacy has a calculated t value of 3.146> t table 1.661 and a significance value of 0.002 <0.05. And entrepreneurial literacy has a calculated t value of 5.255> t table 1.661 and a significance value of 0.000 <0.05.
Co-Authors Abdul Azis Haiqal Asep Muhamad Ramdan Asep Saepuloh Dicky Jhoansyah Dicky Jhoansyah Diva Saftila Erry Sunarya Hakim, Mochamad Raditya Hudan Gulaman Zakia Kokom Komariah Lailaturrahmah MD , Khoirunnisa Lestari, Nurila Ayu Lindiana, Resa Maudi, Putri Rahma Mulyana, Muhamad Nor Norisanti Nor Norisanti Nuraeni, Ranti Nurhafni, Alyaa Fawzia Nurul Jauza Putri Pasha, Nazhira Nur Pika Pirliana Prasasti, Silla R Deni Muhammad Danial Resa Lindiana Rofiyana , Muhamad Saftila, Diva Salsabila, Syahla Nazmi Septiani, Iklima Silitonga, Tiur Maulina Silla Prasasti Siti Nuraeni, Siti Sopyan Saori Sopyan Saori Sunarya , Erry Sunarya, Erry Tiur Maulina Silitonga Zakia Putri Sakinah Zen, Shafrizal Muhammad