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All Journal Jurnal Manajemen Terapan dan Keuangan Journal of Business & Banking J-MAS (Jurnal Manajemen dan Sains) Journal of Global Business and Management Review Jurnal Manajemen Bisnis dan Keuangan Wiga : Jurnal Penelitian Ilmu Ekonomi Social Engagement: Jurnal Pengabdian Kepada Masyarakat Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan
Christiarini, Renny
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Humanities Economics, Econometrics & Finance Social Sciences Other

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Strategi Pengembangan UMKM Games in Your Area melalui Optimalisasi Digital Marketing Shevia, Shevia; Christiarini, Renny
Social Engagement: Jurnal Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Desember 2023
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Internasional Batam

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Abstract

In the era of the fourth industrial revolution in Indonesia, it is crucial for Micro, Small, and Medium Enterprises (MSMEs) to continuously update themselves to survive in the midst of intense competition. This study explores a development strategy for the MSME "Games in Your Area" through the optimization of digital marketing. This Community Service is implemented through three stages: survey, implementation, and evaluation. The objective of this Community Service is to enhance the number of customers, social media engagement, and product sales at Games in Your Area. Implementation involves optimizing Instagram and increasing the number of reviews on Google Review. The results indicate a significant improvement, with a 50% increase in the number of customers, a 20% rise in Game Rate sales, and an 80% increase in Game Rental sales. Thus, the digital marketing strategy proves effective in enhancing the performance and engagement between consumers and the MSME “Games in Your Area”
Analisa Faktor Pengaruh Purchase Intention Melalui Engagement Sebagai Mediasi dan Brand Equity Sebagai Moderasi Pada Pengguna Media Sosial Herdinasari, Renisa Ester; Christiarini, Renny
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 1 (2024): April
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i1.1743

Abstract

This study aims to investigate the factors that influence the purchase intention of social media users. The research examines the impact of social presence, psychological distance, trust, engagement, social media marketing, electronic word of mouth (EWOM), and brand equity on purchase intention. Engagement is identified as a mediator, and brand equity as a moderator in the relationship. Data was collected from 290 reSPondents through the distribution of questionnaires and analyzed using the SmartPLS 3.0 program. The results of the data analysis indicate a positive correlation between trust, engagement, EWOM, and brand equity with purchase intention. However, there is no significant effect of social presence, psychological distance, and social media marketing. Additionally, the results showed no mediating effect of engagement, and the moderating impact of brand equity was less than 5%.
Optimalisasi Pelayanan UMKM Soup Ikan 83 Melalui Implementasi Standard Operating Procedure Seren, Seren; Christiarini, Renny
Madani: Jurnal Pengabdian Masyarakat dan Kewirausahaan Vol. 2 No. 3 (2024): April 2024
Publisher : LPPM Universitas Internasional Batam

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Abstract

Kota Batam merupakah salah satu kota dengan letak wilayah yang sangat strategis, sehingga membuat pelaku usaha berlomba-lomba membuka Usaha Mikro Kecil Menengah (UMKM). Penelitian ini berisi tentang cara meningkatkan kualitas pelayanan melalui implementasi Standard Operating Procedure (SOP) pada UMKM Soup Ikan 83. Tujuan dari penelitian ini adalah meningkatkan kualitas pelayanan UMKM Soup Ikan 83 menjadi lebih baik sesuai dengan Standard Operating Procedure (SOP) yang disesuaikan dengan teori The Flower of Service. Kegiatan ini akan melalui tahap persiapan, tahap pelaksanaan serta tahap penilaian dan pelaporan. Implementasi yang dilakukan yaitu meningkatkan kualitas pelayanan baik secara langsung maupun melalui aplikasi gojek, kemudian menjaga higenitas mitra, serta penataan makanan yang menarik. Hasil dari implementasi menunjukkan bahwa adanya peningkatan signifikan, dimana porsi penjualan yang sebelumnya 15 porsi meningkat menjadi 25-28 porsi. Maka dari itu, sistem SOP sangat membantu UMKM Soup Ikan 83 dalam meningkatkan kualitas pelayanannya.
ANALISIS PENGARUH INFLUENCER CREDIBILITY TERHADAP PURCHASE INTENTION PRODUK SKINCARE LOKAL DENGAN MEDIASI BRAND IMAGE, TRUST, DAN BRAND SATISFACTION Yuwono, Wisnu; Permata, Nadiva Surya; Christiarini, Renny
Jurnal Manajemen Terapan dan Keuangan Vol. 13 No. 02 (2024): Jurnal Manajemen Terapan dan Keuangan
Publisher : Program Studi Manajemen Pemerintahan dan Keuangan Daerah Fakultas Ekonomi dan Bisnis Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jmk.v13i02.31782

Abstract

Digitalisasi merupakan proses yang membuat segalanya lebih mudah dalam mencari informasi yang di perlukan tentunya karena digitalisasi tidak ada batasan waktu dan jarak sehingga dapat mendapatkan informasi serta berbagi informasi dengan mudah. Tujuan dari penelitian ini yaitu untuk menganalisis pengaruh influencer credibility terhadap purchase intension produk skin care local dengan mediasi brand image, trust, dan brand satisfaction. Metode penelitian yang digunakan yaitu penelitian causal comparative research. Hasil penelitian menunjukkan bahwa brand image, trust, dan brand satisfaction memberikan pengaruh bernilai positif dan signifikan dari variabel independen influencer credibility yang terdiri dari attractiveness, truthworthiness, dan expertise terhadap variabel dependen yakni purchase intention. Sehingga dapat disimpulkan adanya kualitas influencer credibility yang berkualitas dan unggul mampu meningkatkan citra merek, kepercayaan, dan kepuasan merek yang dapat menarik minat pembelian bagi target pelanggan.
The Role of Mediation in Purchase Intention in Affecting the Decision to Purchase Health Supplement Products Fidia, Fidia; Christiarini, Renny
Jurnal Manajemen Bisnis dan Keuangan Vol 5 No 1 (2024): April 2024
Publisher : https://jurnal.binamandiri.ac.id/

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51805/jmbk.v5i1.196

Abstract

Customer interest in health products has surged due to the COVID-19 virus, impacting the world, including Indonesia. This encourages the community to consistently maintain the cleanliness of their surroundings and fulfill nutritional needs to strengthen the immune system by consuming healthy food and beverages. However, the nutritional content in food and beverages still needs to be improved, requiring the support of health supplements to help meet these nutritional requirements. This research examines the effect of quality, price, e-WOM, celebrity endorser, and brand image on purchase decisions, with purchase intention as the intervening factor. The data collected from 334 respondents who consume health supplements in Batam were analyzed using the Structural Equation Model (SEM). This research states that price does not significantly affect purchase decisions; however, quality, e-WOM, celebrity endorser, and brand image positively and significantly affect purchase decisions. Additionally, the research results indicate that price does not significantly affect purchase decisions when mediated by purchase intention. Meanwhile, the mediating role of purchase intention on quality, e-WOM, celebrity endorser, and brand image significantly affects purchase decisions.
Green marketing & environmental concern: Minat beli generasi z terhadap personal care products Shevia, Shevia; Christiarini, Renny; Qadri, Rizni Aulia
Journal of Business & Banking Vol 13 No 1 (2023): Mei - Oktober 2023
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414/jbb.v13i1.3976

Abstract

Beauty and Personal Care Industry merupakan salah satu sektor industri yang ber-kembang pesat dan memberikan kontribusi signifikan terhadap pertumbuhan ekonomi Indonesia. Namun, pertumbuhan sektor ini juga membawa tantangan baru, khususnya terkait timbunan sampah plastik dan dampaknya terhadap lingkungan. Penelitian ini bertujuan untuk menguji pengaruh green marketing dan environmental concern terhadap purchase intention generasi Z terhadap green personal care product. Peneliti menggunakan partial least squares (PLS) untuk menganalisis data yang berasal dari kuesioner didistribusikan secara purposive sampling kepada  generasi Z di Indonesia yang berusia 17-26 tahun dan berwawasan green personal care product. Diperoleh 408 data, kemudian Model penelitian dikembangkan melalui ABC Theory. Temuan penelitian menunjukkan bahwa green marketing dan environmental concern memiliki pengaruh positif dan signifikan terhadap minat beli generasi z pada green personal care product. Namun, penelitian ini tidak menemukan pengaruh positif antara green product dan purchase intention yang dimediasi oleh environmental attitude. Penelitian ini diharapkan dapat membantu pembaca untuk meningkatkan pemahaman dalam bidang manajemen pemasaran, terutama dalam konteks green marketing. Selain itu, diharapkan pula dapat memberikan panduan praktis bagi perusahaan dalam mengembangkan strategi dan menciptakan keunggulan kompetitif dalam pasar yang semakin peduli terhadap isu lingkungan.
Streaming Popularity: Analyzing the Competition of SVOD Brands in Achieving Preferences and Loyalty of Generation Z Macnico, Peter; Christiarini, Renny; Purwianti, Lily
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 14 No. 2 (2024): September 2024
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v14i2.1227

Abstract

This study investigates the impact of brand experience, brand trust, brand image and  brand awareness on brand loyalty among Generation Z customers. As competition intensifies in the Subscription Video On Demand (SVOD) industry, particularly with Generation Z’s increasing influence, SVOD brands strive to differentiate themselves through distinct logos, enhanced user experiences, and intuitive applications. The research is set in the context of Batam, where 259 Generation Z customers participated in the study via a questionnaire distributed through Google Forms. The questionnaire employed a 5-point Likert scale to measure various brand-related factors. Respondents were selected using purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results demonstrate that brand experience has a significant positive impact on brand image, brand trust, and brand loyalty. Similarly, brand awareness positively affects both brand image and brand trust. However, brand awareness does not significantly influence brand loyalty, nor does brand trust significantly affect loyalty. Additionally, brand image has no significant impact on brand trust. The findings underscore the pivotal role of brand experience and brand image in fostering loyalty among Generation Z customers, offering valuable insights for SVOD brands aiming to enhance their market position.
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI PURCHASE BEHAVIOUR PRODUK AC HEMAT LISTRIK DI KOTA BATAM Christiarini, Renny
Journal of Global Business and Management Review Vol. 2 No. 2 (2020): Journal of Global Business and Management Review
Publisher : Program Sarjana Manajemen Universitas Internasional Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37253/jgbmr.v2i2.4327

Abstract

This research was conducted to find out the factors influencing purchase behavior. The independent variables in this study were environmental concern, personal norm, perceived value, and willingness to pay. The intervening variable was purchase intention and the dependent variable is purchase behaviour. The samples in this study were purchasers repurchasing environmentally friendly Air Conditioners under the Sharp, Daikin, Panasonic, LG and Samsung brands. The data were distributed 310 sets. The data received were 307 sets. In this study, the sampling method used by researchers is purposive sampling. After conducting research, research data indicate that environmental concern does not have significant value in this study therefore this variable must be excluded in this study. Personal norm, perceived value, and willingness to pay have significant positive effect on purchase intention. Purchase intention has significant positive effect on purchase behaviour.
Co-Authors Fidia, Fidia Herdinasari, Renisa Ester Lily Purwianti Macnico, Peter Permata, Nadiva Surya Qadri, Rizni Aulia Seren, Seren Shevia, Shevia