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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 Jurnal Akuntansi dan Keuangan Journal of Artificial Intelligence and Digital Business Amkop Management Accounting Review (AMAR)
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 (In Progress 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 (In Progress 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 (In Progress 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.
Co-Authors Abdul Azis Haiqal Asep Muhamad Ramdan Asep Saepuloh Dicky Jhoansyah Dicky Jhoansyah Diva Saftila Erry Sunarya 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 Septiani, Iklima Silitonga, Tiur Maulina Silla Prasasti Siti Nuraeni, Siti Sopyan Saori Sopyan Saori Sunarya , Erry Sunarya, Erry Tiur Maulina Silitonga