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All Journal Servitia: Journal of Community Service and Engagement Ascendia: Journal of Economic and Business Advancement Prosperia: Journal of Economic Development, Accounting, and Global Markets Profixa: International Journal of Economic and Business Research Resocia: International Journal of Applied Research and Innovation Mercatura Lumina: Journal of Management, Entrepreneurship, and Tourism
Ayu Ambarwati
Politeknik Bina Madani
Humanities Economics, Econometrics & Finance Education Social Sciences Transportation Other

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 1 
Analisa Strategi Digital Marketing Adidas dalam Membangun Brand Awareness di Kalangan Generasi Z di Kabupaten Bekasi Leni Sugiyanti; Yulita Yulita; Ayu Ambarwati; Rendy Permana; Muhammad Daffa Fadhillah
Journal of Economic and Business Advancement Vol. 1 No. 2 (2025): December: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/7xre0c65

Abstract

This study analyzes the effectiveness of Adidas’ digital marketing strategy in building brand awareness among Generation Z in Bekasi Regency. The research focuses on how digital initiatives, including social media engagement, interactive content, and online promotional activities, contribute to strengthening consumer recognition and perception of the brand. Adidas utilizes various digital platforms that align with Generation Z’s media consumption patterns, emphasizing visually appealing content, concise messaging, and communication styles that match their preferences. The findings indicate that digital marketing plays a central role in capturing attention, encouraging interaction, and enhancing the overall brand image within this demographic group. Continuous exposure through platforms such as Instagram, TikTok, and online campaigns helps shape a stronger understanding of Adidas’ identity and product values. Moreover, the use of trend-based promotions and relatable digital communication increases emotional connection and encourages positive consumer responses. Overall, the study concludes that Adidas’ digital marketing strategy is effective in elevating brand awareness and reinforcing the brand’s position among young consumers in Bekasi Regency.  
Branding Identitas Visual Umkm Kue Cincin Mpo Wida Ayu Ambarwati; Yulita Wibowo; Ratna Sari Dewi; Tuti Achyani; Lilian Lilian; Erick Imanuel; M. Aris Arfani Aruna
Journal of Community Service and Engagement Vol 1 No 2 (2026): February: Servitia: Journal of Community Service and Engagement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/0e8zxs60

Abstract

This study examines the development of visual brand identity for MSMEs through a non-empirical experimental design approach, focusing on strategic planning and the production of visual artifacts as solutions to branding challenges. The case study of Kue Cincin Mpo Wida reveals initial inconsistencies in visual elements, lack of content structure, and weak brand representation on digital platforms. The intervention involved the formulation of a structured visual system based on content pillars, supported by the integration of digital and physical media to enhance brand coherence across multiple touchpoints. The results indicate that the implementation of a systematic visual identity not only improves aesthetic consistency but also transforms communication practices into more strategic and organized processes. Furthermore, the developed system functions as an operational guideline that enables business actors to manage branding activities independently and sustainably. The findings highlight that design-driven branding contributes to strengthening managerial capacity, fostering brand awareness, and supporting long-term competitiveness of MSMEs in digital environments.
Pengaruh Rasio Keuangan dan Earning per Share terhadap Harga Saham Perusahaan Sektor Finansial di Bursa Efek Indonesia Periode 2021–2023 Ellynawati Ellynawati; Tuti Achyani; David Chandrawan; Anna Fajarwaty; Ayu Ambarwati; Shakira Sitirouloh Tuanaya
Journal of Economic and Business Advancement Vol. 1 No. 4 (2026): June: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/v89k6g04

Abstract

This study examines the effect of financial ratios and earnings per share on stock prices of financial sector companies listed on the Indonesia Stock Exchange during 2021–2023. Using a quantitative explanatory design with panel data regression, the sample consists of firms selected through purposive sampling based on data completeness and consistency. The independent variables include return on assets, return on equity, net profit margin, and earnings per share, while stock price is measured by annual closing price. The results indicate that earnings per share demonstrates the strongest and most consistent positive influence on stock prices, while profitability ratios show varying levels of significance across models. Simultaneous testing confirms that all variables jointly affect stock prices, and model evaluation suggests that the fixed effect specification provides the best fit with satisfactory explanatory power. These findings support signaling theory and fundamental analysis, emphasizing the importance of financial performance indicators in investor decision making.  
Digital Banking Transformation and Financial Inclusion: A Comparative Regulatory Review Alya Nabila Adistia; Ayu Ambarwati; Fidya Pramesti
Prosperia: Journal of Economic Development, Accounting, and Global Markets Vol. 1 No. 1 (2026): February: Prosperia: Journal of Economic Development, Accounting, and Global Ma
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/fh3jf732

Abstract

Digital banking transformation has emerged as a central driver of financial inclusion, yet its distributive outcomes vary substantially across regulatory environments. This study conducts a structured comparative regulatory review to examine how variations in legal design, supervisory capacity, and governance coherence mediate the relationship between digital banking transformation and financial inclusion. Drawing on a systematic literature review of peer-reviewed scholarship and regulatory documents, the analysis integrates comparative institutional theory with regulatory governance frameworks. Findings reveal that proportional and adaptive regulatory architectures facilitate balanced innovation and prudential oversight, thereby enhancing both access and quality dimensions of inclusion. Higher transformation intensity—characterized by interoperable platforms, mobile ecosystems, and digital-only banking models—correlates with diversified service usage and broader socio-economic impacts, including growth and sustainability alignment. However, digital divides, infrastructural disparities, and governance fragmentation moderate inclusive outcomes. The study advances a conceptual framework positioning regulatory complementarity as the critical mediator linking technological innovation to inclusive development, offering theoretical refinement and policy-relevant insights for sustainable digital financial ecosystems.
Social Media Penetration and Voter Turnout in Southeast Asia: A Multi-Country Comparative Study Using Public Survey Data Elinda Novita Dewi; Muhammad Nurfaizi Arya Rahardja; Ayu Ambarwati; Bustomi Bustomi; Wan Muna Marwah; Moh. Imron Rosidi; Anjela Karunia Amalia
International Journal of Applied Research and Innovation Vol. 1 No. 1 (2026): January: Resocia: International Journal of Applied Research and Innovation
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/gfd1gy02

Abstract

This study examines the relationship between social media penetration and voter turnout in Southeast Asia using a multi-country comparative design based on publicly available survey data. Drawing on cross-national evidence, the analysis shows that social media access is associated with higher voter turnout, but only under specific political, institutional, and social conditions. Countries with competitive elections, higher institutional trust, and credible information environments display stronger turnout effects linked to social media use, while contexts characterized by patronage-based mobilization and political uncertainty show weaker or uneven outcomes. The study further demonstrates that campaign strategies on social media shape participation through personalization, network-based diffusion, and emotional framing, often mobilizing particular voter segments rather than the electorate as a whole. Social inequalities in education, income, gender, and civic capacity significantly moderate these effects, limiting the participatory gains of digital expansion for marginalized groups. Overall, the findings suggest that social media acts as a conditional amplifier of electoral participation rather than a universal driver of voter turnout in Southeast Asia.  
Digital Marketing Strategies and Competitive Advantage among Tourism-Based Microenterprises Elinda Novita Dewi; Alfa Rohmatin; Ayu Ambarwati
Journal of Management, Entrepreneurship, and Tourism Vol. 1 No. 1 (2026): : February: Mercatura Lumina: Journal of Management, Entrepreneurship, and Tour
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/be675659

Abstract

The increasing digitalization of tourism markets has intensified competition among tourism-based microenterprises, requiring strategic use of digital marketing to achieve and sustain competitive advantage. Despite widespread adoption of digital tools, empirical evidence explaining how digital marketing strategies translate into competitive outcomes in microenterprise contexts remains limited. This study aims to examine the relationship between digital marketing strategies and competitive advantage among tourism-based microenterprises through an empirical, explanatory research design. Data were collected from tourism microenterprises using a structured questionnaire and analyzed using multivariate statistical techniques, including reliability testing and structural modeling. The results indicate that digital marketing strategies significantly influence competitive advantage, particularly through content engagement, platform integration, and online customer interaction, while basic digital presence alone yields weaker performance effects. The findings further reveal that leadership orientation, collaborative ecosystems, and sustainability-oriented practices strengthen the effectiveness of digital marketing strategies in enhancing differentiation, market reach, and customer retention. The discussion highlights that digital marketing functions as a dynamic strategic capability rather than a mere technological adoption, with long-term competitive advantage emerging from continuous learning, capability development, and alignment with local tourism values. This study contributes to tourism and small business literature by clarifying the mechanisms linking digital marketing strategies to competitive advantage and offers practical implications for microentrepreneurs and policymakers in digitally contested tourism environments.
The Influence of Country of Origin and Brand Image on Purchase Intention of Indonesian Skincare Products in Japan Sri Ria Lestari; Leni Sugiyanti; Melyona Zenia Rabbil; Yulita Yulita; Rendy Permana; Ayu Ambarwati
International Journal of Economic and Business Research Vol. 1 No. 3 (2026): : July: Profixa: International Journal of Economic and Business Research
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/4a5jq520

Abstract

This study aims to examine the influence of Country of Origin and Brand Image on Purchase Intention toward Indonesian skincare products in Japan. A quantitative research design was employed using a cross-sectional survey approach. Primary data were collected through an online questionnaire from 58 respondents residing in Japan who were interested in skincare products. Respondents were selected using purposive sampling based on predetermined criteria, including age, residency, and interest in skincare products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The measurement model demonstrated satisfactory reliability and validity, with outer loadings exceeding 0.60, composite reliability values above 0.70, and Average Variance Extracted values above 0.50. The structural model showed that Country of Origin had a positive but insignificant effect on Purchase Intention (β = 0.183; T = 0.929; p = 0.353). In contrast, Brand Image had a positive and significant effect on Purchase Intention (β = 0.583; T = 2.947; p = 0.003). The R-Square value of 0.559 indicates that Country of Origin and Brand Image jointly explain 55.9% of the variance in Purchase Intention. These findings indicate that brand-related perceptions play a more important role than country-of-origin perceptions in shaping purchase intention. Indonesian skincare firms targeting Japan should prioritize strengthening brand image, credibility, consistency, and perceived product quality.
Workshop Persiapan Dunia Kerja dan  Simulasi  Psikotes Ayu Ambarwati; Sri Ria Lestari; Leni Sugiyanti; Rendy Permana; Melyona Zenia Rabbil; Yulita Yulita; Putri Sandiya
Journal of Community Service and Engagement Vol 2 No 1 (2026): August: Servitia: Journal of Community Service and Engagement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/bj1cw403

Abstract

This Community Service activity, conducted through a Work Readiness and Psychological Test Simulation Workshop, aimed to improve the preparedness of senior high school and vocational high school graduates in facing the transition into the world of work. The activity applied an experiential learning approach through presentations, discussions, practical exercises, simulations, and evaluation involving 35 participants at Politeknik Bina Madani. The materials covered labor market trends, self-potential analysis, growth mindset, Applicant Tracking System-based CV preparation, job-search strategies, professional communication ethics, and psychological test simulations. The results indicated improvements in participants’ understanding of work readiness, career adaptability, job application preparation, professional communication, and preparedness for selection stages. The psychological test simulation also helped participants become more familiar with test situations, time management, concentration, and psychological readiness. Integrating personal readiness, recruitment skills, and simulation experience provided participants with more comprehensive preparation for entering the labor market. This activity demonstrates that practice-based workshops can serve as an effective intervention to strengthen the employability of secondary school graduates and support more focused, adaptive, and recruitment-oriented career planning. This approach also encouraged participants to build self-confidence, recognize their potential, and maintain readiness for continuous learning after the activity.
Co-Authors Alfa Rohmatin Alya Nabila Adistia Anjela Karunia Amalia Anna Fajarwaty Bustomi Bustomi David Chandrawan Elinda Novita Dewi Ellynawati Ellynawati Erick Imanuel Fidya Pramesti Leni Sugiyanti Lilian Lilian M. Aris Arfani Aruna Melyona Zenia Rabbil Moh. Imron Rosidi Muhammad Daffa Fadhillah Muhammad Nurfaizi Arya Rahardja Putri Sandiya Ratna Sari Dewi Rendy Permana Shakira Sitirouloh Tuanaya Sri Ria Lestari Tuti Achyani Wan Muna Marwah Yulita Wibowo Yulita Yulita