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All Journal EKONOMIS : Journal of Economics and Business EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Kajian Peradaban Islam Indonesian Community Service and Empowerment Journal (IComSE) TSARWATICA (Islamic Economic, Accounting, and Management Journal) Jurnal Abdimas Bina Bangsa Jurnal Kajian Peradaban Islam Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) JURNAL ABDIMAS PLJ INJECT Interdisciplinary Journal of Communication
Ade Nurhayati Kusumadewi
Universitas Islam Dr Khez Muttaqien
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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BRAND IMAGE DAN BRAND PERSONALITY SERTA PENGARUHNYA TERHADAP BRAND LOYALTY PADA PRODUK PIKOPI DI PURWAKARTA Kusumadewi, Ade Nurhayati Kusumadewi Nurhayati; Risma Ismawanti, Nurul; Mawardi, Amna; Wahyudi, Robby
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 03 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i03.2228

Abstract

This study aims to determine the influence of brand image and brand personality on brand loyalty in Pikopi products in Purwakarta. Using a quantitative approach, data were collected from 97 respondents through a non-probability sampling technique. The data were analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination (R²) with the help of IBM SPSS 25. The results show that both brand image and brand personality have a positive and significant partial effect on brand loyalty. Simultaneously, these independent variables also have a significant effect, with an F value of 70.961 and a significance level of 0.000. The R square value of 0.602 indicates that 60.2% of the variation in brand loyalty can be explained by brand image and brand personality. In conclusion, brand image and brand personality play a crucial role in building consumer loyalty toward Pikopi products in Purwakarta
Analysis of Perceived Ease of Use and Perceived Enjoyment on Behavior Intention in Digital Payment on Generation Z in Sukabumi City Jaya, Umban Adi; Kusnara, Hasti Pramesti; Hodijah, Cucu; Yunita, Melda; Kusumadewi, Ade Nurhayati
Ekonomis: Journal of Economics and Business Vol 8, No 2 (2024): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i2.1945

Abstract

This research explores the influence of perceived ease of use and perceived enjoyment on behavioral intentions to use digital payments among generation Z in Sukabumi City. With a quantitative approach and explanatory research type, a sample of 100 respondents used a questionnaire as a data collection instrument. Data analysis in this study used multiple linear regression. The research results show that perceived enjoyment has a significant effect on behavior intention, but perceived ease of use does not have a significant effect on behavior intention in generation Z in Sukabumi City
Strategic Community Development Through Corporate Social Responsibility: A Case Study of the Regional Dance Program at SDN Sawotratap Sidoarjo by PT. PLN Indonesia Power Hilda Sri Rahayu; Atef Fahrudin; Amna Amna; Ade Nurhayati Kusumadewi; Umban Adi Jaya
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4482

Abstract

This study aims to examine Corporate Social Responsibility in the empowerment initiative of regional dance at SDN Sawotratap, Sidoarjo. The purpose of this study focuses on how stakeholder theory analysis is carried out in the Corporate Social Responsibility empowerment program of Regional Dance at SDN Sawotratap Sidoarjo, by combining cross-cultural communication theory and stakeholder theory, which emphasizes people, profit, and planet. The method used is qualitative research, specifically the case study approach, to collect data through observation and interviews. The analysis is based on stakeholder theory, the concept of the Triple Bottom Line, and cross-cultural communication theory. The findings of this study indicate that the Corporate Social Responsibility efforts of PT PLN Nusantara Power Services have involved various stakeholders, both internal and external, including teachers and students, as well as corporate communication and CSR initiatives within PT PLN Nusantara Power Services. The impact of this CSR empowerment program can positively contribute to the sustainability of the CSR community empowerment program, in this case, through the preservation of culture and community participation, in line with the objectives of the study related to stakeholder theory in the implementation of corporate social responsibility initiatives of regional dance in community empowerment programs.
KONTEN DIGITAL EDUKASI SEBAGAI MEDIA PEMASARAN DALAM MENINGKATKAN LITERASI KONSUMEN DI ERA DIGITAL DESA KARYAMEKAR, PASIRWANGI, GARUT, JAWA BARAT Nasril, Nasril; Pramayanti, Dian Ikha; Ulpah, Dina Mariana; Alli, Kurnia Fatimah; Kusumadewi, Ade Nurhayati; Sapira, Bela
JURNAL ABDIMAS PLJ Vol. 5 No. 2 (2025): JURNAL ABDIMAS PLJ, DESEMBER 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/japlj.v5i2.1986

Abstract

Kegiatan Pengabdian kepada Masyarakat ini dilaksanakan di Desa Karyamekar, Kecamatan Pasirwangi, Kabupaten Garut, dengan fokus pada peningkatan literasi konsumen melalui pemanfaatan konten digital edukasi sebagai media pemasaran. Permasalahan yang dihadapi masyarakat dan pelaku usaha lokal meliputi rendahnya pemahaman mengenai strategi pemasaran digital serta keterbatasan kemampuan dalam membuat konten yang informatif, menarik, dan sesuai kebutuhan pasar. Kondisi ini menjadi hambatan dalam meningkatkan daya saing produk lokal di era digital yang semakin kompetitif. Pelaksanaan kegiatan dilakukan melalui serangkaian program edukatif berupa sosialisasi literasi digital, pelatihan pembuatan konten pemasaran edukatif (foto, video, dan narasi), serta pendampingan penggunaan platform digital seperti Instagram, WhatsApp Business, dan TikTok. Selain itu, kegiatan dilengkapi dengan evaluasi pengetahuan melalui pre-test dan post-test untuk mengukur peningkatan literasi konsumen serta perkembangan keterampilan peserta dalam memproduksi konten digital. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam pemahaman masyarakat mengenai pemasaran digital dan kemampuan pelaku usaha dalam membuat  dan  memanfaatkan konten edukatif  sebagai  media  promosi.  Peserta mampu menerapkan strategi pemasaran secara efektif, meningkatkan interaksi dengan konsumen, dan memperluas jangkauan pemasaran produk lokal. Kegiatan ini memberikan dampak positif dalam mendorong adaptasi masyarakat terhadap perkembangan teknologi digital serta mendukung penguatan ekonomi lokal di Desa Karyamekar.
OPTIMALISASI KEUANGAN DAN DIGITAL MARKETING BAGI UMKM ECOPRINT TAPAK DAUN PURWAKARTA Melati; Nurhayati Kusumadewi, Ade; Rizqy Abiyyu, Mochamad; Ari, Sadewo; Ardyansyah, Marchel
Indonesian Community Service and Empowerment Journal (IComSE) Vol. 7 No. 1 (2026): Indonesian Community Service and Empowerment Journal (IComSE)
Publisher : Divisi Pengabdian dan Pemberdayaan Masyarakat (DP2M) UNIKOM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/icomse.v7i1.18491

Abstract

Program Kuliah Praktik Bermasyarakat (KPB/PKL) merupakan kegiatan pengabdian kepada masyarakat yang bertujuan untuk menerapkan pengetahuan akademik mahasiswa dalam konteks usaha nyata. Kegiatan ini dilaksanakan di UMKM Tapak Daun Ecoprint, sebuah usaha kreatif berbasis tekstil ramah lingkungan yang berlokasi di Kelurahan Cipaisan, Purwakarta. Fokus utama pendampingan meliputi penguatan pencatatan keuangan sederhana, optimalisasi strategi pemasaran digital, serta peningkatan tata kelola produksi. Metode pelaksanaan menggunakan pendekatan partisipatif yang mencakup observasi langsung, pelatihan, dan evaluasi bersama pelaku usaha. Hasil kegiatan menunjukkan peningkatan pemahaman pemilik UMKM dalam menerapkan sistem pencatatan keuangan dasar melalui format jurnal harian dan laporan kas berbasis spreadsheet. Selain itu, kegiatan ini berhasil mendorong pemanfaatan media sosial dan marketplace sebagai sarana promosi, sehingga memperluas jangkauan pemasaran produk ecoprint. Dampak yang dihasilkan meliputi peningkatan literasi keuangan, konsistensi operasional, serta penguatan branding UMKM Tapak Daun Ecoprint. Program ini diharapkan dapat menjadi model pengabdian berkelanjutan untuk mendukung daya saing dan keberlanjutan UMKM berbasis kreativitas lokal
THE INFLUENCE OF CONFORMITY AND INSTAGRAM SOCIAL MEDIA AS PROMOTIONAL MEDIA ON CONSUMPTIVE BEHAVIOR IN PURCHASING ZOYA HIJAB IN PURWAKARTA Ropi Marlina; Ade Nurhayati Kusumadewi; Nur Komariyah; Ashri Hidayati
TSARWATICA (Islamic Economic, Accounting, and Management Journal) Vol. 5 No. 2 (2024)
Publisher : STIESA Press

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

Abstract

The purpose of this study isto determine the effect of Conformity and Instagram Social Media as Promotional Media both partially and simultaneously on Consumptive Behavior in Purchasing Zoya's Hijab in Purwakarta. The method used in this study is a quantitative with descriptive verification method. The data analysis technique used is multiple linear regression with SPSS software version 25. The sampling method used is simple random sampling. The pollutation of this study is Zoya's Instagram social media followers in Purwakarta as many as 2,307. The sample uses the slovin formula with a total of 95.84 and rounded up to 96 respondents. . The results showed that partially conformity and Instagram social media have a positive and significant effect on consumptive behavior with a significance level of <0.05. Simultaneously conformity and Instagram social media have a positive and significant effect on consumptive behavior. It can be seen that by calculating the determination between conformity and Instagram social media, it influences consumptive behavior by 68.9% and the rest is influenced by other factors of 30.2% which are not explained in this study.
Co-Authors Albar, Fauzan Manafi Alli, Kurnia Fatimah Amna Amna Amna Mawardi Ardyansyah, Marchel Ari, Sadewo Ashri Hidayati Asih, Sheni Mulya Atef Fahrudin Azizah Tu’sadiyah Chrisulianti, Rizki Cucu Hodijah Dewindi Dewindi Elin Herlina, Elin Iman Sidik Nusannas Inomjon, Qudratov Satriadi Juliani Lisma Sari Kusnara, Hasti Pramesti La Ode Mbunai Laela, Ela Mardani, Novian Melati Melda Yunita Nasril, Nasril Nugraha, Shandika Satriadi Nur Komariyah Pramayanti, Dian Ikha Pramesti, Hasti Priyana, Indarta Rahayu, Hilda Sri Rika Amalia Risma Ismawanti, Nurul Rizqy Abiyyu, Mochamad Ropi Marlina Sapira, Bela Ulpah, Dina Mariana Umban Adi Jaya Umban Adi Jaya Wahyudi, Robby Winarni, Riani