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All Journal ATRABIS: Jurnal Administrasi Bisnis (e-Journal) EKOBIMA Ekonomi Bisnis dan Manajemen Brilliant International Journal of Management and Tourism
Annisa Desty Puspatriani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Tinjauan Strategi Promosi pada Karya Mebel Tasikmalaya Ujang Irman; Annisa Desty Puspatriani; Wirasujatma, Muis
EKOBIMA Vol. 2 No. 1 (2024): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Juni 2024
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v2i1.1903

Abstract

Currently, many promotions are carried out using digital media which are easier to use and save costs. This promotion can be said to be more effective when compared to promotions such as personal selling, direct selling and distributing brochures in general. This promotional technique is called digital marketing.This research aims to determine the promotional strategy carried out by Karya Mebel Tasikmalaya in direct promotion. This research is qualitative research with data collection carried out using literature study methods and interviews with the owners of the Karya Mebel Tasikmalaya company.Based on the research results, it can be concluded that the promotional strategy carried out by Karya Mebel Tasikmalaya has been implemented well, because it is in accordance with the promotional mix.
The Role of Consumer Trust in Sustainability in Increasing Interest in Purchasing Environmentally Friendly Products Ernawati Ernawati; Lutfi Kausar Rahman; Erna Susanti; Anatia Agusti; Annisa Desty Puspatriani
Brilliant International Journal Of Management And Tourism Vol. 5 No. 2 (2025): June : Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i2.5194

Abstract

This study explores the role of consumer trust in sustainability as a key factor influencing interest in purchasing environmentally friendly products. Despite increasing environmental awareness, many consumers remain hesitant to take action due to skepticism, perceived risk, and uncertainty about product authenticity. A systematic review of international literature (2020–2025) identifies five core trust dimensions: integrity, transparency, credibility, behavioral consistency, and long-term commitment. These dimensions shape consumers’ evaluations of green product claims and influence their willingness to engage in sustainable consumption. To explain the psychological mechanisms at work, the study integrates multiple theoretical perspectives: the Theory of Planned Behavior (TPB) emphasizes attitudes, subjective norms, and perceived control; Trust Theory explains how reliability and honesty reduce perceived risks; Signaling Theory clarifies how credible environmental communication influences consumer belief; and the Value-Belief-Norm (VBN) Theory connects personal values to pro-environmental actions. By synthesizing these frameworks, the analysis positions trust not merely as a mediating factor but as a foundational driver that enables the translation of positive environmental attitudes into actual green purchasing behavior. The findings underscore that businesses must move beyond superficial eco-friendly messaging to implement verifiable and consistent sustainability practices. This includes transparent reporting, third-party certification, and active stakeholder engagement. Policymakers also have a critical role in regulating misleading environmental claims and enforcing penalties for greenwashing, thereby protecting consumers and ensuring fair competition. Strengthening trust through these measures can help close the persistent gap between pro-environmental intentions and real-world purchasing actions. Overall, this study provides actionable insights for marketers, sustainability strategists, and regulators, highlighting that consumer trust is the cornerstone of sustainable market transformation. By cultivating trust, stakeholders can encourage environmentally responsible behavior at scale and contribute to long-term ecological well-being.
Pelaksanaan Bauran Pemasaran Ayam Geprek Juara Cabang Kota Banjar Nabila Iasha; Annisa Desty Puspatriani; Arip Budiman
EKOBIMA Vol. 1 No. 2 (2023): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Desember 2023
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v1i2.1686

Abstract

The marketing mix strategy is the foundation and the main capital for a business to achieve the goals it wants. In the marketing mix, there are at least 4P that must be considered, namely product, price, place/location, and promotion. The purpose of this Final Project is to find out the implementation of the marketing mix that is carried out by Ayam Geprek Champion, Banjar City Branch. The research method used is descriptive method with a qualitative research approach, in which the author describes the results of observations and analyzes the data obtained in the field. After conducting analysis and discussion of the problem, the authors concluded that the implementation of the marketing mix at Ayam Geprek Champion Branch in Banjar City was going well, but it had not been implemented properly because there were still some problems in its implementation
Model Pemasaran Produk CV. Rizma Untuk Meningkatkan Penjualan Annisa Desty Puspatriani
ATRABIS Jurnal Administrasi Bisnis (e-Journal) Vol. 9 No. 1 (2023): ATRABIS: Jurnal Administrasi Bisnis (e-Journal)-Juni 2023
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/atrabis.v9i1.1431

Abstract

Tujuan dari penelitian ini untuk mengetahui Model Pemasaran Produk dari CV. Rizma dalam meningkatkan penjualan. Strategi pemasaran sangat dibutuhkan oleh pelaku usaha atau perusahaan untuk dapat menentukan segmentasi pasar, minat konsumen, diferensiasi dan positioning serta menciptakan nilai untuk para konsumennya dengan benar dan tepat. Penelitian yang dilakukan menggunakan pendekatan kualitatif deskriptif analisis untuk mengetahui strategi pemasaran yang dilakukan oleh CV. Rizma. Jenis data dalam penelitian ini adalah data kualitatif, sedangkan untuk sumber data terdiri dari dara primer dan data sekunder. Pengumpulan data dilakukan dengan cara obeservasi, wawancara, dan dokumentasi. Hasil penelitian yang sudah dilakukan memperlihatkan bahwa penerapan strategi pemasaran dengan cukup baik dan terukur untuk meningkatkan penjualan produk. Hambatan yang di alami oleh CV. Rizma yaitu sumber daya manusia yang kurang kompeten dalam melakukan promosi atau pemasaran secara baik hingga pendistribusian dan penjualan produk kurang merata, selain karena masalah sumber daya manusia CV. Rizma mengalami masalah dalam lokasi yang mempengaruhi pendistribusian terhambat karena jarak yang jauh dari pusat Kota Bandung.
Co-Authors Anatia Agusti Arip Budiman Erna Susanti Ernawati Ernawati Lutfi Kausar Rahman Nabila Iasha Ujang Irman Wirasujatma, Muis