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INDONESIA
JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS
Published by Universitas Nusantara PGRI Kediri
ISSN : 25495291     EISSN : 25280929     DOI : -
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Journal of Nusamba is a peer review journal published by Department of Management and the media for researchers and lecturers who will publish the results of their research. The aim of the Journal is to facilitate scientific publication of the results of researches in Indonesia and participate to boost the quality and quantity of research for academics and researchers. The Journal of Nusamba is published every April and October by publishing research results and critical analysis studies in the field of strategy of management, financial management, operation management and marketing management.
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Articles 20 Documents
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Search results for , issue "Vol 8 No 2 (2023): Jurnal NUSAMBA" : 20 Documents clear
Analisis Pentingnya Online Customer Review Dalam Mempengaruhi Keputusan Pembelian Produk Gadget Jessica Manna Febriani Nadeak; Diana Dyassa Putri; Angeliony Adventri Gunawan; Andrew Gunawan; Salma Fauziah; Friska Nuralita Ziva; Livia Khalishta Afifah; Rezki Ashriyana Sulistiobudi
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.17553

Abstract

Research aim: This study aims to determine the role of online customer reviews in purchase decisions for gadget products on the Shopee marketplace. Design/Methode/Approach: This research used quantitative associative methods and online questionnaires were used to collect research data. Research Finding: The regression analysis using SPSS showed a significant influence between online customer reviews and respondent’s gadget purchase decisions on the Shopee marketplace. Theoretical contribution/Originality: Respondents are more likely react positively to information that is considered trustworthy and honest. Practitioner/Policy implication: This finding is important for sellers and Shopee to improve online customer reviews' quality in increasing gadget product purchases. Research limitation: Due to the utilization of a convenience sampling method and a limited number of participants, the findings from this study cannot be applied to the entire population.
Analisis Purchasing Intention Melalui Penggunaan Augmented Reality Di Aplikasi Belanja Online Lusia Tria Hatmanti Hutami; Bernadetta Diansepti Maharani; Nurul Myristica Indraswari
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18466

Abstract

Research aim: This study aims to analyze consumers' online purchase intentions by adopting AR technology in online sales applications in Indonesia. The main objective of this study is to analyze the extent of the influence of perceived ease of use, the effect of perceived pleasure, and the influence of personal innovation on attitudes towards AR in online purchasing as a mediating variable with online purchase intention being the dependent variable. Design/Methode/Approach: The research method used in this research is path analysis using the AMOS program before the path analysis goodness of fit test is performed to test the model's fit. The sampling method used is non-probability sampling with the purposive sampling method. The sampling criteria used in this study are consumers who are interested in buying using AR technology or have used AR technology in online shopping applications. Research Finding: People feel that AR technology makes purchasing easier. People who tend to be open to using AR technology are people who have a high level of innovation. This result of the research filled the gap of the use of technology involvement in the marketing area. Theoretical contribution/Originality: Based on these results, The contribution of the research is to bring clarity and development of the technology involved in the marketing field, particularly the use of AR technology. Practitioner/Policy implication: The implications for companies need to make appropriate and fun promotional strategies such as advertising with the aim of building positive attitudes of prospective consumers towards the use of AR in e-commerce media and providing instructions for using AR technology in an interesting way, for example by collaborating with celebrities or celebrity endorsers. Research limitation: This research is limited to shopping applications only. So it is necessary further to investigate the use of AR in other applications.
Analisis Strategi Customer Bonding Untuk Membangun Loyalitas Pelanggan Pada Labella Hijab Store Lamongan Suyitno Madar; Yulie Wahyuningsih; Putri Wahyuku Ningtiyas
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18518

Abstract

Research aim : This study aims to describe the implementation of customer bonding strategies through digital marketing in building customer loyalty at Labella Hijab Store Sendangagung Paciran Lamongan. Design/Methode/Approach : This study used a qualitative research method with a descriptive qualitative approach. Data collection techniques through observation, interviews and documentation. Research Finding : The results showed that Labella Hijab Store used five levels of customer bonding: awareness bonding, identity bonding, relationship bonding, community bonding and advocacy bonding. Labella Hijab's type of customer loyalty is at the highest level, namely: liking the brand and committed. The results of this study also show the importance of Labella Hijab Store in maintaining and improving customer bonding strategies, especially through optimizing advocacy bonding by stimulating the birth of indirect marketers on an ongoing basis, in an effort to bind and strengthen customer trust so that loyalty increases. Theoretical contribution/Originality : This research provides evidence that implementing a customer bonding strategy accompanied by digital marketing via the internet with various platforms such as web, social media and e-commerce is very effective in maintaining hijab sales.in binding and fostering a sense of customer trust. Practitionel/Policy implication : The strategy of customer bonds and digital marketing has a role in increasing sales, binding and growing trust in consumers, so management must use the two combined strategies in order to be able to buildmassive customer loyalty. Research limitation : This research only focuses on customer bonding factors and digital marketing through social media only.
Rantai Nilai, Corporate Farming Dan Nilai Tambah Komoditas Kopi Kabupaten Temanggung Eko Suseno HR Matruty; Arief Widodo; Theresia Woro Damayanti; Supramono Supramono
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18561

Abstract

D Research aim: To analyze the coffee commodity value chain and (b) to analyze the opportunities and challenges of implementing coffee commodity corporate farming in Temanggung Regency Design/Methode/Approach: Data were obtained through interviews with several farmers, direct observations in the field, and FGDs involving the Temanggung Regency government apparatus related to the development of coffee commodities. Data are analyzed in narrative form, value chain analysis, and corporate farming model Research Finding: The study results show that the coffee commodity value chain in Temanggung Regency consists of input, production, collection, processing, and marketing or distribution to consumers. Each of these chains has its problems, from the smooth supply of inputs and production prices, ​​land ownership, and picking/harvesting coffee cherries that do not meet quality standards to coffee marketing. From the results of the FGD, it was also revealed that corporate farming has the opportunity to be applied to deal with the problem of coffee commodities so that it is expected to create higher added value which will be enjoyed by the farmers of Temanggung Regency Theoretical contribution/Originality: This study integrates value chain analysis with the corporate farming model, which has not been the concern of previous researchers Practitioner/Policy implication: This study offers policy proposals to the Temanggung Regional Government regarding the formation of corporate farming so that it can run effectively Research limitation: Not yet analyzed based on a quantitative approach, especially related to feasibility aspects.
Experiential Marketing Strategy And Its Influence On Brand Identity In The Café Business Mia Indri Yani; Yogi Sugiarto Maulana; Dian Hadiani
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18735

Abstract

Research Objectives: The purpose of this research is to determine the influence of experiential marketing on brand identity. Design/Method/Approach: The research method used is explanatory research. The sample was 94 people using simple random sampling techniques. Data collection techniques through literature studies and field studies using questionnaires, observation, and documentation. Data analysis techniques are carried out by processing data statistically. Research Findings: Based on the research results, it is known that the implementation of experiential marketing program has not been implemented optimally considering that there are still several indicators that are lacking in implementation, such as Café Overtime not providing a buy one get two promo and the lack of providing complimentary products for every minimum purchase. The creation of the brand identity at Café Overtime is good, but it still needs to be improved regarding how the brand can create a positive impression and increase creativity in developing the café so that sales activities can increase. Based on statistical tests, the experiential marketing program influences brand identity by 71.30%, while the remaining 28.70% is influenced by other factors not researched. Theoretical Contribution/ Originality: This research contributes to research on how to build brand identity, especially in the café industry. Practical Implications: In the café industry, brand identity can be built through experiential marketing programs, especially regarding the spatial layout and atmosphere of cafés with distinctive characteristics. Research Limitations: This research has limitations in the research location only the culinary sector.
Innovation-based Human Resources Performance Improvement Strategy to Support Tourism Recovery at Tourism Village Dian Marlina Verawati; Andhatu Achsa; Ivo Novitaningtyas
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.18901

Abstract

Research aim: This study aims to analyze the internal and external factors of human resource performance in order to formulate a strategy to improve human resource performance based on innovation in tourism villages in the Magelang area Design/Methode/Approach: This research uses a descriptive qualitative approach. Primary data were obtained based on interview data collection methods and participatory observation. SWOT analysis was used as the data analysis method. Research Finding: The results showed strategy formulations to improve human resource performance. The proposed strategies become an effort to restore tourism activities in the new normal era after Pandemi Covid-19. Theoretical contribution/Originality: This study identified the internal and external conditions of human resources based on innovation factors. Practitioner/Policy Implication: The results give implications to the manager in order to improve human resource performance including increasing the intensity of human resource training and development programs, increasing the competence of human resources to innovate and create an integrated tour package according to the needs of tourists, providing adequate health facilities for human resources, increasing cooperation with other tourism actors, and make a long term of human resource development planning based on innovation. Research limitation: This research conducted limited on the tourism villages in the Magelang area as a tourism object. Further research can develop other tourism areas with different characteristic to expand research benefits.
Kepuasan Kerja dan Kinerja Karyawan pada Perusahaan Elektronik di Kawasan Industri Jababeka Holong Saor Nababan
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19476

Abstract

Research aim: This study aims to find out, 1) the effect of transformational leadership, competence, and compensation on job satisfaction, and 2) the effect of transformational leadership, competence, compensation, and job satisfaction on performance. Design/Method/Approach: This type of research is quantitative. This study uses a survey approach that describes current conditions and answers questions about the characteristics of variables and the influence between variables. The sample selection was carried out by proportionate random sampling technique against 13 companies with 2.758 employees and a sample of 349. The analysis model used Structural Equation Modeling (SEM). Research Findings: The results of the analysis found that transformational leadership, competence, and compensation have a positive and significant effect on job satisfaction. Transformational leadership, competence, compensation, and job satisfaction positively and significantly affect employee performance. Theoretical Contribution / Originality: The results of this study enrich the theory of transformational leadership, especially in electronic companies. The results of this study also enrich the discussion of both concepts and theories of competence, compensation policies measuring job satisfaction, and performance in electronic companies. Practitioner/Policy implication: The results of this study as a basis for decision-making for stakeholders that the transformational leadership model is very appropriate to be applied to increase job satisfaction and employee performance to increase job satisfaction and employee performance. Increased competence and compensation will increase job satisfaction and employee performance. Employee job satisfaction will improve the performance of electronic companies. By implementing transformational leadership, and paying attention to competence, compensation, and job satisfaction, problems that occur specifically related to very high employee movement can be resolved properly. Research Limitations: This study has limitations. The research sample is an electronic company in the Jababeka Bekasi Industrial Estate, and it cannot describe the general characteristics of other companies, regions, or countries.
Penggunaan Media Pemasaran Pada Mahasiswa Perguruan Tinggi Terbuka dan Jarak Jauh Di Indonesia Gunawan Wiradharma; Melisa Arisanty; Rahmat Budiman; Mario Aditya Prasetyo
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19518

Abstract

Research aim: This study aimed to determine the preferences of marketing media used by UT students according to demographic characteristics. Design/Methode/Approach: This study uses a quantitative approach with survey methods through convenience sampling with non-probability techniques. This study distributed the questionnaire link and obtained respondents from as many as 6.155 UT students in Indonesia and abroad. The results of this study are the marketing media used by UT students based on demographic characteristics, namely age, gender, region of origin, and occupation using cross-tabulation analysis. Research Finding: The formulation of the research problem is how the demographic characteristics and cross-tabulation of the use of marketing media used by UT students. Theoretical contribution/Originality: In addition, the various choices of communication media encourage audiences to use communication media to meet their needs. Before determining this strategy, UT needs to know the marketing media used by students when they search for and obtain information about the open and distance higher education system. Practitionel/Policy implication: The implication of this research is the first step in making marketing and promotion strategies and knowing the effective and efficient use of marketing media. Research limitation: Students at Universitas Terbuka have different characteristics from those at other institutions, which can be seen in demography, geography, psychography, and behavior. To increase the Gross Enrollment Rate for Higher Education, UT has a target of one million students in 2024, so a planned, effective, and efficient marketing and promotion strategy is needed, as well as on target.
Kunci Kesuksesan UMKM di Era Pandemi: Analisis Kemampuan Adaptasi dan Kinerja Muji Gunarto; Muniken Tesa
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19565

Abstract

Research aim: This study aims to determine the effect of adaptability on the performance of MSMEs in Ogan Komering Ulu (OKU) Regency during the Covid-19 period. Design/Methode/Approach: The research design used a survey approach to 350 respondents, namely MSMEs in OKU Regency. The analysis technique was carried out using a structural equation model (SEM) approach. Research Findings: This study's results found that adaptability significantly affects the performance of MSMEs in the OKU District. This means that the better adaptability of MSME actors will positively impact their business performance. Theoretical Contribution/ Originality: This research can provide new insights and valuable information to stakeholders in OKU District. Adaptability reflects the extent to which MSMEs are able to face changes in the external environment and change their business strategies responsively. Focusing on this variable can provide a deeper understanding of how MSMEs can survive and thrive in changing situations. Practitionel/Policy implication: The government and other stakeholders can use the results of this research to provide better resources and support to MSMEs in OKU District. This kind of support can help MSMEs in developing their adaptability and improve their overall business performance. Research limitation: Although this study demonstrates a relationship between adaptability and MSME performance, it should be noted that observational studies such as this one cannot establish a direct cause-and-effect relationship. Even though there is a strong statistical relationship between the variables studied, there may be other unmeasured factors influencing the relationship. Therefore, it is necessary to carry out further research, such as experiments or longitudinal research, to better understand the nature of the causality between adaptability and MSME performance.
Utilization Of Social Network Analysis To Analysis Content Beauty Influencer On The Twitter Application Tinah Tinah; Rita Ambarwati; Lilik Indayani
Jurnal Nusantara Aplikasi Manajemen Bisnis Vol 8 No 2 (2023): Jurnal NUSAMBA
Publisher : UNIVERSITAS NUSANTARA PGRI KEDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/nusamba.v8i2.19596

Abstract

Research Aim: This research was conducted to determine the interaction analysis of Beauty Influencer social networks on Twitter users who focused on beauty influencers. Design/Method/Approach: This type of research was qualitative descriptive with the SNA method. Researchers use secondary data from Twitter—data collection techniques through data collection techniques, data preprocessing, analysis, and data visualization. Research Finding: The results show that beauty influencers are connections with nodes that can build social networks between influencers and audiences. Theoretical Contribution/Originality: This study's contributions can be used as a marketing strategy to increase the beauty business's competitiveness. Practitioner/Policy Implication: The implication is to increase brand awareness because they get exposure from influencer followers, build audience trust in products, and increase sales. Research Limitation: Further research on beauty influencer content should be conducted with different and more complete methods.

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