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All Journal JABI (Journal of Accounting and Business Issues) DIMENSIA (Diskursus Ilmu Manajemen STIESA)
Devy Widya Apriandi
STIE Sutaatmadja
Economics, Econometrics & Finance Social Sciences

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THE INFLUENCE OF SHOP ATMOSPHERE AND ACCESSIBILITY ON CHANGES IN CONSUMER BEHAVIOR FROM TRADITIONAL MARKETS TO MODERN RETAILERS (IN TRADITIONAL MARKETS FOR SUBANG CONSUMERS) Dede Kurnia; [Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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Penelitian ini di latar belakangi oleh kondisi kemajuan pasar modern di Indonesia. Dari tahun ke tahun pasar modern mengalami peningkatan terutama dalam usaha waralaba seperti alfamart, indomaret, yongmart dan lain sebagainya mengalami peningkatan yang signifikan, berbeda halnya denga kemajuan pasar tradisional yang tidak mengalami peningkatan. Tujuan penelitian ini untuk menganalisis pengaruh masing – masing variabel, suasana toko (X1), aksesibilitas (X2), terhadap peralihan perilaku konsumen (Y). Dalam penelitian ini data dikumpulkan dengan menggunakan metode kuesioner terhadap 100 orang responden dan menggunakan metode observasi. Respondennya yaitu konsumen yang datang ke pasar tradisional dengan mengunakan metode purposive sampling untuk mengetahui tanggapan responden terhadap masing-masing variabel. Kemudian dilakukan analisis terhadap data-data yang diperoleh berupa analisis kuantitatif dan kualitatif. Analisis kuantitatif meliputi uji validitas dan reliabilitas, uji asumsi klasik, uji hipotesis lewat uji F dan uji t serta analisis koefisien determinasi (R2). Teknik analisis data yang digunakan adalah analisis regersi linear berganda. Data yang telah memenuhi uji validitas, uji reliabilitas, dan uji asumsi klasik diolah sehingga menghasilkan persamaan regresi sebagai berikut : Y= 6,077 + (-0,318X1) + (-0,150X2) Hasil analisis membuktikan bahwa kedua factor yaitu suasana toko dan aksesibilitas memiliki pengaruh negatif dan signifikan terhadap peralihan perilaku konsumen. Angka Adjusted R square sebesar 0,153 menunjukkan bahwa 15,3 persen variabel peralihan perilaku konsumen dapat dijelaskan oleh variabel suasana toko dan aksesibilitas. Sedangkan sisanya (100%-15,3%=84,7%) dijelaskan oleh variabel lain yang tidak termasuk dalam penelitian ini.
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND ONLINE CONSUMER BEHAVIOR IN THE CITY OF SUBANG ON THE BRAND STORY OF THE INSTANT MESSENGER LINE APPLICATION Nunik Ratnasari; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this study was to determine the effect of social media marketing and online consumer behavior to brand story on instant messenger Line application. The research method is explanatory survey. The sample selection is done by purposive sampling with the number of samples study were 100 respondents. The data used are interval data. The statistic method used for the test data performed using SPSS 20 for Windows. The survey results revealed that social media marketing have a significant effect on brand story. Online consumer behavior have a significant effect on brand story. As well as social media marketing and online consumer behavior simultaneously have a significant effect on brand story. The coefficient of determination of 42% means that social media marketing and online consumer behavior affect a brand story by 42% and 58% were influenced by other factors.
THE INFLUENCE OF SELF-CONGRUITY AND MOBILE MARKETING ON BRAND LOYALTY AT FAST FOOD RESTAURANTS CALIFORNIA CHICKEN IN SUBANG CITY Didi Junaedi; Gugyh Susandy; Devy Widya Apriandi
DIMENSIA (Diskursus Ilmu Manajemen STIESA) Vol. 16 No. 2 (2019): September
Publisher : STIESA Press

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The purpose of this research is to know Self-Congruity and Mobile Marketing at fast food restaurant California Fried Chicken. And to know the influence of each variable either partially or simultaneously, Self-Congruity (X1) and Mobile Marketing (X2) to Brand Loyalty (Y).The method in this research using descriptive method of analysis. With sample number 100 respondents with sampling using purposive sampling technique. The data obtained from this research is the interval scale with the analysis method using multiple linear regression analysis. Based on the results say that Self-Congruity has a positive and significant effect on Brand Loyalty, Mobile Marketing have a positive and significant impact on Brand Loyalty. And Self-Congruity and Mobile Marketing influence as much as of Brand Loyalty.
THE INFLUENCE OF SOCIAL MEDIA MARKETING (INSTAGRAM) AND SERVICE QUALITY ON TOURIST INTEREST (Study on Kampung Ikan Lembah Tanjung, Subang Regency) Devy Widya Apriandi; Anjar Gustian; Estu Widarwati
JABI (Journal of Accounting and Business Issues) Vol. 5 No. 01 (2025): November
Publisher : STIESA Press

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The development of social media, particularly Instagram, has provided new opportunities for the tourism sector to promote destinations more widely and effectively. The Fish Village of Tanjung Valley in Subang Regency is one of the tourist destinations that utilizes social media to introduce its uniqueness and natural potential. This research aims to determine the impact of Social Media Marketing through the Instagram platform and service quality on tourists' interest in visiting. The method used in this study is an explanatory survey method, with descriptive and verificative research types. The population in this study consists of tourists from Subang Regency and outside Subang who have visited the tourist attraction Kampung Ikan Lembah Tanjung Subang using Instagram social media. The sampling technique used is non-probability sampling with a purposive sampling method. Data collection was done by distributing questionnaires to 107 respondents, namely Subang tourists who have visited the tourist attraction Kampung Ikan Lembah Tanjung Subang using Instagram. The results of this research indicate that Social Media Marketing and Service Quality have a significant impact on Visit Intention both partially and simultaneously. The recommendation for the company is for Instagram account managers to be more active in responding to the audience and to hold interactions such as Q&A or polling. In the dimension of Responsiveness within Service Quality, individual attention from employees still needs to be improved through training and adding staff during busy times. The indicator of preferential interest in Visit Intention is also low, therefore, strategies to strengthen the unique appeal of the destination are needed.
The The Influence of Social Media Marketing and E-Service Quality on Customer Loyalty in the Shopee Marketplace : A Case Study of the Subang District Community Devy Widya Apriandi; Kuncorosidi Kuncorosidi; Shella Fransiska
JABI (Journal of Accounting and Business Issues) Vol. 5 No. 01 (2025): November
Publisher : STIESA Press

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Abstract

The rapid growth of e-commerce in Indonesia has reshaped shopping behavior. Shopee remains the most-used marketplace, yet customer loyalty in areas like Subang District is still inconsistent. Price competition, similar promotions, and uneven digital services make users easily switch to other platforms. This study examines the effect of Social Media Marketing (SMM) and E-Service Quality (ESQ) on customer loyalty. SMM builds engagement through social media content, while ESQ emphasizes digital service quality such as speed, reliability, and security. A quantitative method was applied by distributing questionnaires to 70 Shopee users in Subang District and analyzing data using multiple linear regression. Findings reveal that both SMM and ESQ have a positive and significant influence on customer loyalty. Better social media strategies and service quality lead to stronger user commitment. The results highlight the importance of improving customer relationships and retention in regional e-commerce markets.
Co-Authors Anjar Gustian Dede Kurnia Didi Junaedi Estu Widarwati Gugyh Susandy Kuncorosidi Kuncorosidi Nunik Ratnasari Shella Fransiska [Gugyh Susandy