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All Journal Jurnal Multidisiplin Dehasen (MUDE) Strategic: Journal of Management Sciences QISTINA: Jurnal Multidisiplin Indonesia Journal of Artificial Intelligence and Digital Business JURNAL EKONOMI BISNIS DAN MANAJEMEN Jurnal Ekonomi Bisnis dan Manajemen
Isyana Rahayu
Universitas Cipasung
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PENGEMBANGAN USAHA MELALUI ANALISIS KELAYAKAN BISNIS (STUDI KASUS PADA UMKM STUDIO DAPUR TASIKMALAYA) Aryani Nurmahmudah; Zannki Abdilah; Isyana Rahayu; Della Apriani; Ramdani Al Falah
Strategic: Journal of Management Sciences Vol. 4 No. 3 (2024): Strategic : Journal of Management Science
Publisher : Program Studi Magister Ilmu Manajemen Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/strategic.v4i3.275

Abstract

Objektif. Penelitian ini bertujuan untuk mengetahui: 1) Kelayakan usaha UMKM anyaman Studio Dapur Kabupaten Tasikmalaya yang terdiri dari, aspek lingkungan, aspek pasar dan pemasaran, aspek teknis dan teknologi, aspek manajemen dan sumber daya manusia serta aspek keuangan; 2) Pengembangan usaha UMKM anyaman, Studio Dapur, Kabupaten Tasikmalaya.Metode Riset. Metode penelitian ini menggunakan pendekatan kualitatif dalam metode deskriptif.Hasil. Hasil penelitian menunjukkan bahwa semua aspek kelayakan menunjukkan hasil yang mengarah pada usaha ini layak untuk dikembangkan Kesimpulan. UMKM Studio Dapur dapat melakukan pengembangan bisnis usaha anyaman dalam rangka membuka lapangan pekerjaan untuk warga sekitar dan mengembangkan bakat serta melestarikan warisan nenek moyang.
KOPERASI 4.0: MENGANALISIS TRANSFORMASI DIGITAL DI PESANTREN ASSYUKANDARY DAN SABILUL HUDA, MENDORONG INOVASI DI KOTA SANTRI TASIKMALAYA Ujang Eri Jaenudin; Isyana Rahayu; Laelatul Farida; Siti Maulah
Strategic: Journal of Management Sciences Vol. 5 No. 1 (2025): Strategic : Journal of Management Science
Publisher : Program Studi Magister Ilmu Manajemen Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/strategic.v5i1.297

Abstract

Objektif Tujuan penelitian ini adalah untuk menganalisis: (1) kelayakan bisnis koperasi di Kota Tasikmalaya berdasarkan enam aspek utama, (2) strategi pengembangan koperasi berbasis digital, dan (3) perancangan rencana bisnis koperasi untuk mengoptimalkan pemasaran serta efisiensi operasional melalui teknologi digital. Metode Riset Penelitian ini menggunakan pendekatan kualitatif dengan metodologi deskriptif. Data dikumpulkan melalui survei, observasi lapangan, serta studi dokumentasi terkait peraturan dan praktik bisnis di Tasikmalaya. Hasil. Hasil penelitian menunjukkan bahwa koperasi di Kota Tasikmalaya memiliki potensi yang signifikan untuk berkembang melalui inovasi digital. Namun, terdapat kendala utama, yaitu infrastruktur teknologi yang belum sepenuhnya berkembang dan tingkat literasi digital yang masih rendah di kalangan pengelola koperasi. Untuk mengatasi tantangan ini, koperasi dapat memanfaatkan teknologi digital, seperti platform berbasis aplikasi untuk layanan keuangan dan operasional, sistem pembayaran digital, serta pemanfaatan platform jejaring sosial dan e-commerce guna meningkatkan daya saing dan efisiensi bisnis. Kesimpulan. Digitalisasi koperasi di Tasikmalaya berpotensi meningkatkan efisiensi dan jangkauan pasar, tetapi membutuhkan dukungan dalam penguatan infrastruktur dan peningkatan literasi digital bagi pengelola koperasi agar transformasi dapat berjalan optimal.
Pengaruh Frekuensi Iklan Digital Shopee terhadap Sikap Konsumen dengan Promosi sebagai Variabel Mediasi pada Pengguna Media Sosial TikTok: Studi Kasus Gen Z di Tasikmalaya Neng Aisah; Isyana Rahayu
JURNAL EKONOMI BISNIS DAN MANAJEMEN Vol. 4 No. 3 (2026): Juli : JURNAL EKONOMI BISNIS DAN MANAJEMEN
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jise.v4i3.1853

Abstract

The development of the internet and social media has encouraged e-commerce companies to utilize digital platforms as a marketing tool, one of which is Shopee through TikTok social media. The high frequency of digital advertising is thought to influence consumer attitudes, especially among Generation Z as active TikTok users. To determine the impact of Shopee's digital advertising frequency on consumer attitudes using promotions as a mediating variable on Generation Z TikTok social media users in Tasikmalaya, this study employed quantitative, descriptive, and verification techniques. A total of 100 respondents were sampled using purposive sampling techniques. An online questionnaire with a Likert scale of 1 to 5 was used to collect research data. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS 4. The results showed that advertising frequency significantly and positively influenced consumer attitudes and promotions. In addition, promotions can mediate the effect of advertising frequency on consumer attitudes and have a beneficial and significant impact. These results indicate that consumer opinions towards Shopee will be more positive if advertisements are displayed more frequently and supported by appropriate promotions. This study serves as an academic reference and information source for businesses seeking to optimize social media-based digital marketing strategies.
Pengaruh Frekuensi Iklan Digital Shopee terhadap Sikap Konsumen dengan Promosi sebagai Variabel Mediasi pada Pengguna Media Sosial TikTok: Studi Kasus Gen Z di Tasikmalaya Neng Aisah; Isyana Rahayu
JURNAL EKONOMI BISNIS DAN MANAJEMEN Vol. 4 No. 3 (2026): Juli : JURNAL EKONOMI BISNIS DAN MANAJEMEN
Publisher : CV. ALIM'SPUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jise.v4i3.1853

Abstract

The development of the internet and social media has encouraged e-commerce companies to utilize digital platforms as a marketing tool, one of which is Shopee through TikTok social media. The high frequency of digital advertising is thought to influence consumer attitudes, especially among Generation Z as active TikTok users. To determine the impact of Shopee's digital advertising frequency on consumer attitudes using promotions as a mediating variable on Generation Z TikTok social media users in Tasikmalaya, this study employed quantitative, descriptive, and verification techniques. A total of 100 respondents were sampled using purposive sampling techniques. An online questionnaire with a Likert scale of 1 to 5 was used to collect research data. Data were analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS) with the help of SmartPLS 4. The results showed that advertising frequency significantly and positively influenced consumer attitudes and promotions. In addition, promotions can mediate the effect of advertising frequency on consumer attitudes and have a beneficial and significant impact. These results indicate that consumer opinions towards Shopee will be more positive if advertisements are displayed more frequently and supported by appropriate promotions. This study serves as an academic reference and information source for businesses seeking to optimize social media-based digital marketing strategies.
Pengaruh Promosi Dan Citra Merek Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Club Di Kecamatan Singaparna Devi Roatul Padilah; Isyana Rahayu
Jurnal Multidisiplin Dehasen (MUDE) Vol 5 No 3 (2026): Juli
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/mude.v5i3.11351

Abstract

This study aims to understand and analyze how promotions and brand image influence the purchase of Club bottled water in the Singaparna subdistrict. The research employed a quantitative approach using a survey methodology. To select the sample, the researcher used non-probability sampling with a purposive sampling method. In this study, the sample consisted of 96 respondents who were residents of Singaparna Subdistrict who had previously purchased or used Club BBD. Data analysis was conducted using the Partial Least Squares (PLS) approach with SmartPLS software. The findings indicate that promotions have a positive and significant impact on purchasing decisions, with a t-statistic value of 2.343 and a significance level of 0.019. Additionally, brand image also has a positive and significant impact on purchasing decisions, with a t-statistic of 6.576 and a significance level of 0.000. This study demonstrates that the better the promotions and brand image of AMDK Club, the more consumers decide to make a purchase. Therefore, the company must improve its promotional strategies and maintain its brand image to enhance consumers’ purchasing decisions.
Pengaruh Konten Kreatif dan Influencer Marketing Terhadap Keputusan Pembelian Produk Fashion di Tiktok Shop pada Generasi Z di Universitas Cipasung Moh Fahmie Noer Alam; Herdiyanti Herdiyanti; Isyana Rahayu
QISTINA: Jurnal Multidisiplin Indonesia Vol. 4 No. 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.7075

Abstract

Penelitian ini bertujuan menganalisis pengaruh konten kreatif dan influencer marketing terhadap keputusan pembelian produk fashion di TikTok Shop pada Generasi Z di Universitas Cipasung. Dengan metode kuantitatif deskriptif, data dikumpulkan melalui kuesioner kepada 110 mahasiswa pengguna aktif TikTok Shop. Hasil penelitian menunjukkan bahwa konten kreatif dan influencer marketing berpengaruh positif serta signifikan terhadap keputusan pembelian. Nilai R² menunjukkan proporsi besar variasi keputusan pembelian dapat dijelaskan oleh kedua variabel. Temuan ini menegaskan bahwa kombinasi kualitas visual, kesan kreatif, dan jenis konten dengan kredibilitas, daya tarik, dan kesamaan influencer efektif mendorong minat dan keputusan pembelian Generasi Z.
Pengaruh Inovasi Produk Terhadap Brand Engagement Dengan Virtual Try On Sebagai Variabel Moderasi Wardah (Studi Kasus Mahasiswa Di Kabupaten Tasikmalaya) Ai Deti Nurajijah; Isyana Rahayu
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.11483

Abstract

Penelitian ini bertujuan menganalisis pengaruh inovasi produk terhadap brand engagement dengan Virtual Try On sebagai variabel moderasi pada produk Wardah di kalangan mahasiswa Kabupaten Tasikmalaya. Penelitian menggunakan pendekatan kuantitatif explanatory melalui survei terhadap 100 mahasiswa Fakultas Ekonomi dan Bisnis yang mengetahui, mengenal, atau pernah menggunakan produk Wardah. Responden dipilih menggunakan purposive sampling, sedangkan data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS. Evaluasi model meliputi pengujian validitas konvergen, validitas diskriminan, reliabilitas, koefisien determinasi, effect size, goodness of fit, serta pengujian hipotesis melalui bootstrapping. Hasil penelitian menunjukkan bahwa inovasi produk berpengaruh positif dan signifikan terhadap brand engagement dengan koefisien jalur 0,485, t-statistik 4,637, dan p-value 0,000. Sementara itu, interaksi Virtual Try On dan inovasi produk tidak berpengaruh signifikan terhadap brand engagement, ditunjukkan oleh koefisien 0,045, t-statistik 1,320, dan p-value 0,187. Nilai R² sebesar 0,775 menunjukkan bahwa model mampu menjelaskan 77,5% variasi brand engagement. Temuan ini menegaskan bahwa inovasi produk merupakan faktor penting dalam memperkuat keterlibatan konsumen, sedangkan Virtual Try On belum terbukti memperkuat hubungan tersebut sebagai variabel moderasi. Secara praktis, Wardah perlu mengembangkan inovasi produk dan pengalaman digital Virtual Try On sebagai strategi yang saling melengkapi untuk membangun keterlibatan merek secara berkelanjutan.
Co-Authors Ai Deti Nurajijah Aryani Nurmahmudah Della Apriani Devi Roatul Padilah Herdiyanti Herdiyanti Laelatul Farida Moh Fahmie Noer Alam Neng Aisah Ramdani Al Falah Siti Maulah Ujang Eri Jaenudin Zannki Abdilah