Tika Koeswandi - Academia.edu (original) (raw)

Papers by Tika Koeswandi

Research paper thumbnail of The Role of Relationship Factor and Institutional Factor on Link and Match Performance in Indonesia’s HEI

RSF Conference Series: Business, Management and Social Sciences

The purpose of this research is to investigate the impact that institutional elements have on the... more The purpose of this research is to investigate the impact that institutional elements have on the effectiveness of links and matches by focusing on relationship aspects. PLS-SEM is a type of statistical analysis that is used to check hypotheses. According to the findings of the investigation, the type of mediation that took place was full mediation. According to these findings, higher education institutions (HEI) must not only pay attention to institutional aspects but also pay attention to relationship factors in order to increase link and match performance. This is despite the fact that relationship elements are vital. The aspect of the dispute that requires the most focus from HEI is one that involves fighting. HEI must be capable of keeping disagreements between partners to a minimum, and when they do arise, they must be resolved to everyone's satisfaction. According to the findings of this study, higher education institutions (HEIs) need to develop robust internals, which m...

Research paper thumbnail of Customer Engagement: Eksplorasi Customer Relationship Management dan Media Sosial di UMKM

Organum: Jurnal Saintifik Manajemen dan Akuntansi

This study aims to explore how Customer Relationship Management (CRM) and Social Media affect to ... more This study aims to explore how Customer Relationship Management (CRM) and Social Media affect to Customer Engagement at the MSMEs in the city of Bandung. This study used a descriptive-quantitative approach involving 336 SMEs in the city of Bandung. Data were collected through questionnaires and literature studies. Data were analyzed using path analysis where variable (X1) was CRM, social media was variable (X2) and variable (y) was Customer Engagement. The results of this study indicate that there is a strong relationship between CRM and Social Media. The direction of the relationship is positive which shows a unidirectional relationship pattern, which means that when there is an increase in CRM it will be followed by an increase in Social Media, and vice versa. Based on the test results it can also be concluded that CRM and Social Media have a significant effect on Customer Engagement, both jointly and partially. The suggestions for further research are to examine whether customer ...

Research paper thumbnail of Analisis Strategi Pemasaran Digital Umkm Terdampak COVID-19 DI Kota Tasikmalaya

Jurnal Manajemen, Bisnis dan Kewirausahaan

Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bert... more Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bertujuan mengidentifikasi, menganalisis, mengsintesis dan menggambarkan implementasi digital mareting yang telah dilakukan oleh UMKM Kota Tasikmalaya selama pandemi Covid-19. Terdapat 97 UMKM di Kota Tasikmalaya yang dijadikan sample penelitian. Data diambil menggunakan teknik FGD, kuesioner dan observasi. Data yang didapatkan kemudian dianalisis dengan menggunakan SWOT, STP dan bauran pemasaran. Hasil dari penelitian ini menunjukan bahwa Penelitian ini menyimpulkan bahwa strategi Digital marketing yang diimplementasikan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 merupakan strategi yang yang mengadaptasikan produk-produk UMKM berdasarkan SWOT, STP, dan bauran pemasaran. Digital marketing telah membantu UMKM untuk dapat beradaptasi dengan perubahan kebutuhan pasar perubahan perilaku konsumen dan juga kebijakan pemerintah. Ada 4 Digital marketing yang digunakan oleh UMKM di kota T...

Research paper thumbnail of Competitive Strategies for Womenpreneurs in Tasikmalaya City During The Covid-19 Pandemic

The International Journal of Business Review (The Jobs Review)

This research is motivated by the current dual role of women, both as housewives and career women... more This research is motivated by the current dual role of women, both as housewives and career women who seek income and are tested for their resilience and competitiveness in the face of the current global COVID-19 pandemic. Based on the pre-research data we obtained, women make a significant contribution to the economy of the City of Tasikmalaya, where more than 50% of MSME actors in the City of Tasikmalaya are female. This research itself aims to provide a general description of the opportunities faced by womenpreneurs in the City of Tasikmalaya, as well as to study further about what challenges are faced by womenpreneurs in the City of Tasikmalaya. The object of the research is womenpreneurs SMEs located in the city of Tasikmalaya. This study uses a qualitative approach with a descriptive method, where the analytical tool used for the data obtained is the SWOT analysis. The technique of collecting data is by using observation techniques, in-depth interviews, and literature studies....

Research paper thumbnail of The Analysis of Quality Control in Garment Company Using Statistic in Controling Product

Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Garment Company is a company engaged in the manufacture of garments such as pants, t-shirts, shir... more Garment Company is a company engaged in the manufacture of garments such as pants, t-shirts, shirts and others. In order to maintain consumer confidence to produce a quality product, the company used a sampling technique with International standards by suppressing high defect products. In fact, the average defect rate of convection in various company products was about 29-32% in the period of September 2014. This study aimed to determine the implementation of quality control by using statistical tools which can be useful to control the level of disability products in the company, know the type of disability dominant, and provide solutions for problems facing by the company. This study used descriptive method. Analysis of the quality control was used by using statistical tools such as Pareto diagrams, maps u control, causal diagram and the tree diagram. The result of Pareto analysis diagram showed that major types of rejected products were defect clothes (31.53%), broken (28.40%), and disability accessories (20.98%), however the dominant type of defect was the defect of fabric. Based on the analysis of the control u map, it showed that there were still samples outside the control limits; they were sample on 22 nd and 28 th. From the analysis of causal diagram, it can be concluded that disability products were derived from working methods, human/labor, materials/raw materials, and machinery. To add, the visible raw materials became the main factor causing the fabric defect.

Research paper thumbnail of The effect of servicescape in Tasik Halal Culinary Festival on the image of Tasikmalaya

Research paper thumbnail of Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 2021

This study aims to figure out how digital marketing affects Indonesia's millennial purchase decis... more This study aims to figure out how digital marketing affects Indonesia's millennial purchase decision during the Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as a sample who had social media and purchased at least once in the fashion sector of Small Medium Enterprises (SMEs). The data were collected through a survey questionnaire and interviewed through google meetings. The data were analyzed through simple regression using SPSS 23.0. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000, which means that the variable of digital marketing has a positive and partially gives significant effect to the millennial purchase decision. The R Square number of 30.7% shows the influence of the free variable (digital marketing) on the dependent variable (millennial purchase decision). This implies that the more intense digital marketing is applied in the Covid-19 situation, the more influence receives by millennials to make a purchase decision.

Research paper thumbnail of Has the COVID-19 Pandemic Accelerated the Digital Transformation of Micro, Small and Medium-Sized Enterprises in Indonesia?

Teorija in praksa

This article examines the condition of Indonesia’s Micro, Small and Medium-sized Enterprises (MSM... more This article examines the condition of Indonesia’s Micro, Small and Medium-sized Enterprises (MSMEs) during the COVID-19 pandemic, particularly with respect to carrying out a digital transformation, and whether the COVID-19 pandemic has forced them to accelerate this transformation. This study found that Micro, Small and Medium-sized Enterprises – MSMEs during COVID-19 have been in an unstable state due to the impact of the restrictions imposed by COVID-19related policies. Nevertheless, MSMEs have been supported by the government, academics, and digital media in efforts to revive and accelerate the digital transformation with a view to surviving. The use of social media has helped MSMEs’ programmes and services optimise their business performance. Job simplification was introduced to more efficiently create and reach a broader range of consumers by doing promotion, service delivery, accessing media and cooperating with third parties. The speed at which the digital transformation has...

Research paper thumbnail of Potential development strategy of marathon sports tourism in improving the visits of tourists to Bandung

Advances in Business, Management and Entrepreneurship, 2020

Research paper thumbnail of Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan Mie Ayam Mang Nana

Prosiding Industrial Research Workshop and National Seminar, Sep 1, 2021

Research paper thumbnail of Peningkatan Literasi Digital Marketing UMKM Kota Tasikmalaya

Acitya Bhakti, 2022

Tujuan pengabdian kepada masyarakat (PkM) ini adalah untuk mengetahui perbedaan tingkat literasi ... more Tujuan pengabdian kepada masyarakat (PkM) ini adalah untuk mengetahui perbedaan tingkat literasi sebelum dan sesudah diberikan pelatihan digitalisasi marketing UMKM. Objek penelitian dalam penelitian ini adalah 11 peserta pelatihan UMKM Kota Tasikmalaya. Pengabdian ini menggunakan Metode Focus Group Discussion (FGD), dan untuk menganalisis perbedaan tingkat literasi digital marketing menggunakan menggunakan Paired t-test sebagai alat ujinya. Hasil yang diperoleh menunjukkan bahwa tingkat literasi digital marketing UMKM di Kota Tasikmalaya cukup rendah karena kurang optimalnya penggunaan internet dalam operasional usahanya. Selain itu, terdapat perbedaan yang signifikan antara tingkat literasi digital marketing sebelum dan sesudah dilakukan pelatihan, yang ditunjukkan dengan nilai signifikansi (2-tailed) hasil uji paired t-test sebesar 0, 013, yang berarti bahwa hasil pemahaman literasi digital marketing peserta sebelum dan sesudah pelatihan tidak sama (berbeda).

Research paper thumbnail of Digital Marketing Design to Increase Tourism Visit and Maintain the City Image

In 2020, the advance technology of business activity has come to the phase where the promotion is... more In 2020, the advance technology of business activity has come to the phase where the promotion is in a form of digital marketing. The use of digital marketing is very popular in the several industries such as service and tourism since it can help increasing tourism visit and maintain the image. Tasikmalaya Oktober Festival is an annual event held by Tasikmalaya Government to attract tourism visit and maintaining the new image of Tasikmalaya. The promotion activities conducted by digital marketing however a good design of digital marketing has not been drawn. Thus, this research is descriptive qualitative research involving the implementation of digital marketing conducted by the City Government of Tasikmalaya and the Department of Tourism, Youth and Sports through Tasik Oktober Festival event. Data collection techniques were literature study and interviews with the organizers of Tasik Oktober Festival event. The data were then analyzed descriptively using data triangulation techniqu...

Research paper thumbnail of Analisis Saluran Pemasaran Terintegrasi UMKM Badii Farm Purwakarta dalam Meningkatkan Volume Penjualan

Having a role as the 'backbone' of the Indonesian economy, SMEs growth has decreased from... more Having a role as the 'backbone' of the Indonesian economy, SMEs growth has decreased from year to year. One of them occurred at Badii Farm which experienced a decrease in sales volume due to the absence of an integrated marketing channel model. This study iaims to determine the integrated marketing channel system and the value network of Badii farm as an SME in increasing sales volume. This study is a qualitative descriptive study involving purposive sampling and using interview, observation and documentation instruments. The result shows that Badii Farm directly sells its products to customers so that there are no other alternative channels to distribute the products. Such a system runs almost in the majority of similar SMEs. Therefore, opening other marketing channels is necessary in order to increase sales volume and alternative markets. Some alternatives that can be used as other marketing channels is a wholesaler. Badii Farm is suggested to start breeding cattle for lat...

Research paper thumbnail of West Java Leading Product Position: BCG Matrix Analysis

The main objective of this paper is to map the potential of superior products in West Java, so th... more The main objective of this paper is to map the potential of superior products in West Java, so that the results of this mapping can be used to increase knowledge and appropriate strategic planning based on product posit ions, because each position has different strategies and policies that can be carried out either by business actors, as well as the government. The analytical tool used in this research is the Boston Consulting Group (BCG) matrix, which is measured by the growth of exports and the export market share of each product in West Java using two different time points analysis so that there will be differences in changes in the position of the product being analyzed. Based on the results of the study, it shows that the position of the product in West Java is quite diverse. From the two time points analyzed, there are several products that are considered potential for economic development in West Java, one of which is rubber-based products that are consistently in the STAR po...

Research paper thumbnail of Does Social Media Marketing Influence Millennial’s Purchase Intention in Tasikmalaya during Covid-19 Era?

This research is a quantitative-descriptive research with included 67 millennials in Tasikmalaya,... more This research is a quantitative-descriptive research with included 67 millennials in Tasikmalaya, West Java, Indonesia who at least purchased a coffee product and actively use social media during covid-19. The sample technique chosen was incidental sampling, which was a sampling technique based on coincidence such as anyone who incidentally met the criteria. Questionnaire through google form was conducted to collect the data. The data were then analyzed by using SPSS 20. The result shows that the more intense social media marketing is used in Covid-19 situation, the more influence receives by millennial to have a purchase intention in buying coffee product.

Research paper thumbnail of The effect of e-servicescape on e-trust (online survey on Shopee mobile application’s users in Bandung)

Research paper thumbnail of Middle School Readers’ Meaning-Making on Jeff Kinney’s Diary of a Wimpy Kid

Abstrak: Penelitian ini berfokus pada investigasi dan analisis bagaimana pembaca sekolah menengah... more Abstrak: Penelitian ini berfokus pada investigasi dan analisis bagaimana pembaca sekolah menengah pertama (SMP) membuat makna pada novel Diary of A Wimpy Kid karya Jeff Kinney dan kategorisasi mereka sebagai pembaca. Penelitian ini melibatkan enam pembaca SMP yang menjadi anggota laman penggemar Wimpy Kid Indonesia. Untuk menjawab pertanyaan penelitian, studi ini menggunakan studi kasus deskriptif-kualitatif. Data diperoleh dari respon pembaca, kuisioner dan wawancara. Data disusun dan diidentifikasi berdasarkan prinsip pembuatan makna menurut Langer (1991) dan kategorisasi pembaca menurut Garrison dan Hynds (1991). Temuan menunjukan bahwa pertama, pembaca SMP membuat makna di setiap tingkatan dengan cara yang berbeda. Dari enam hanya tiga pembaca yang berhasil bertahan dan mengikuti tingkatan pertama sampai keempat. Berdasarkan hasil bagaimana pembaca membuat makna, temuan kedua menunjukan bahwa pembaca SMP berada di rangkaian pembaca mahir dan pembaca kurang mahir. Hal ini mengung...

Research paper thumbnail of Analisis faktor demografi dan big five personality terhadap literasi keuangan pengusaha usaha mikro, kecil dan menengah kota Tasikmalaya

This study aims to determine the effect of demographic factors and big five personality on the fi... more This study aims to determine the effect of demographic factors and big five personality on the financial literacy of UMKM entrepreneurs in Tasikmalaya City. In addition, researchers can find out how the description of the financial literacy of SMEs entrepreneurs in the City of Tasikmalaya so that researchers can formulate solutions for low levels of financial literacy. This study used a quantitative descriptive method, data were collected through an interview process using a closed questionnaire to 30 Tasikmalaya SMEs entrepreneurs who had just started a business ≥ 5 years. By using multiple regression analysis, the researcher found that partially, only demographic factor variables have a significant effect on financial literacy. Simultaneously, demographic factors and big five personality have a significant influence on financial literacy.

Research paper thumbnail of Climate Change and the Sustainable Small and Medium-Sized Enterprises

Handbook of Research on Climate Change and the Sustainable Financial Sector, 2021

Small and medium-sized enterprises (SMEs) play an essential role as the key driver in national ec... more Small and medium-sized enterprises (SMEs) play an essential role as the key driver in national economic resilience. In developing countries, they contribute to most of the GDP every year. Like a coin with two sides, the rise of SME productivity accidentally caused the increase in global pollution. Now, the SMEs are urged to adjust and set the best strategies to encounter the circumstances. This chapter shares a broader perspective, literature studies, and documentary analysis on the definition and category of SMEs, the involvement of United Nations' Sustainable Development Goals (SDGs), green practices and strategies, and the issue of building sustainable SMEs in relation with climate change. It is also completed with some case studies in SMEs in Indonesia, Africa, United Kingdom, and many more. The chapters set the tone for the rest of the chapters examining the implications of the issues discussed for climate change and the sustainable financial factor.

Research paper thumbnail of The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 2021

The Indonesian government has made a policy of work from home and social distancing when the Covi... more The Indonesian government has made a policy of work from home and social distancing when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and frozen food transforms into new products trend in this era. However, many consumers choose to cook at home instead of buying frozen food in anticipating the spread of the virus. Thus, many companies have decided to use social media to increase the consumer's trust as previous studies suggested. This study aims to analyze the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 pandemic. This research is a quantitative descriptive study involving 100 social media users who have made at least one-time purchase of Indonesian frozen food products in the Covid-19 pandemic. The data collection techniques employed were questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression. The results of this study indicated that Social Media Marketing had a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 pandemic. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gained during the Covid-19 pandemic.

Research paper thumbnail of The Role of Relationship Factor and Institutional Factor on Link and Match Performance in Indonesia’s HEI

RSF Conference Series: Business, Management and Social Sciences

The purpose of this research is to investigate the impact that institutional elements have on the... more The purpose of this research is to investigate the impact that institutional elements have on the effectiveness of links and matches by focusing on relationship aspects. PLS-SEM is a type of statistical analysis that is used to check hypotheses. According to the findings of the investigation, the type of mediation that took place was full mediation. According to these findings, higher education institutions (HEI) must not only pay attention to institutional aspects but also pay attention to relationship factors in order to increase link and match performance. This is despite the fact that relationship elements are vital. The aspect of the dispute that requires the most focus from HEI is one that involves fighting. HEI must be capable of keeping disagreements between partners to a minimum, and when they do arise, they must be resolved to everyone's satisfaction. According to the findings of this study, higher education institutions (HEIs) need to develop robust internals, which m...

Research paper thumbnail of Customer Engagement: Eksplorasi Customer Relationship Management dan Media Sosial di UMKM

Organum: Jurnal Saintifik Manajemen dan Akuntansi

This study aims to explore how Customer Relationship Management (CRM) and Social Media affect to ... more This study aims to explore how Customer Relationship Management (CRM) and Social Media affect to Customer Engagement at the MSMEs in the city of Bandung. This study used a descriptive-quantitative approach involving 336 SMEs in the city of Bandung. Data were collected through questionnaires and literature studies. Data were analyzed using path analysis where variable (X1) was CRM, social media was variable (X2) and variable (y) was Customer Engagement. The results of this study indicate that there is a strong relationship between CRM and Social Media. The direction of the relationship is positive which shows a unidirectional relationship pattern, which means that when there is an increase in CRM it will be followed by an increase in Social Media, and vice versa. Based on the test results it can also be concluded that CRM and Social Media have a significant effect on Customer Engagement, both jointly and partially. The suggestions for further research are to examine whether customer ...

Research paper thumbnail of Analisis Strategi Pemasaran Digital Umkm Terdampak COVID-19 DI Kota Tasikmalaya

Jurnal Manajemen, Bisnis dan Kewirausahaan

Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bert... more Penelitian ini merupakan jenis penelitian deskriptif kualitatif, yaitu jenis penelitian yang bertujuan mengidentifikasi, menganalisis, mengsintesis dan menggambarkan implementasi digital mareting yang telah dilakukan oleh UMKM Kota Tasikmalaya selama pandemi Covid-19. Terdapat 97 UMKM di Kota Tasikmalaya yang dijadikan sample penelitian. Data diambil menggunakan teknik FGD, kuesioner dan observasi. Data yang didapatkan kemudian dianalisis dengan menggunakan SWOT, STP dan bauran pemasaran. Hasil dari penelitian ini menunjukan bahwa Penelitian ini menyimpulkan bahwa strategi Digital marketing yang diimplementasikan oleh UMKM di kota Tasikmalaya selama pandemi covid 19 merupakan strategi yang yang mengadaptasikan produk-produk UMKM berdasarkan SWOT, STP, dan bauran pemasaran. Digital marketing telah membantu UMKM untuk dapat beradaptasi dengan perubahan kebutuhan pasar perubahan perilaku konsumen dan juga kebijakan pemerintah. Ada 4 Digital marketing yang digunakan oleh UMKM di kota T...

Research paper thumbnail of Competitive Strategies for Womenpreneurs in Tasikmalaya City During The Covid-19 Pandemic

The International Journal of Business Review (The Jobs Review)

This research is motivated by the current dual role of women, both as housewives and career women... more This research is motivated by the current dual role of women, both as housewives and career women who seek income and are tested for their resilience and competitiveness in the face of the current global COVID-19 pandemic. Based on the pre-research data we obtained, women make a significant contribution to the economy of the City of Tasikmalaya, where more than 50% of MSME actors in the City of Tasikmalaya are female. This research itself aims to provide a general description of the opportunities faced by womenpreneurs in the City of Tasikmalaya, as well as to study further about what challenges are faced by womenpreneurs in the City of Tasikmalaya. The object of the research is womenpreneurs SMEs located in the city of Tasikmalaya. This study uses a qualitative approach with a descriptive method, where the analytical tool used for the data obtained is the SWOT analysis. The technique of collecting data is by using observation techniques, in-depth interviews, and literature studies....

Research paper thumbnail of The Analysis of Quality Control in Garment Company Using Statistic in Controling Product

Proceedings of the 2016 Global Conference on Business, Management and Entrepreneurship

Garment Company is a company engaged in the manufacture of garments such as pants, t-shirts, shir... more Garment Company is a company engaged in the manufacture of garments such as pants, t-shirts, shirts and others. In order to maintain consumer confidence to produce a quality product, the company used a sampling technique with International standards by suppressing high defect products. In fact, the average defect rate of convection in various company products was about 29-32% in the period of September 2014. This study aimed to determine the implementation of quality control by using statistical tools which can be useful to control the level of disability products in the company, know the type of disability dominant, and provide solutions for problems facing by the company. This study used descriptive method. Analysis of the quality control was used by using statistical tools such as Pareto diagrams, maps u control, causal diagram and the tree diagram. The result of Pareto analysis diagram showed that major types of rejected products were defect clothes (31.53%), broken (28.40%), and disability accessories (20.98%), however the dominant type of defect was the defect of fabric. Based on the analysis of the control u map, it showed that there were still samples outside the control limits; they were sample on 22 nd and 28 th. From the analysis of causal diagram, it can be concluded that disability products were derived from working methods, human/labor, materials/raw materials, and machinery. To add, the visible raw materials became the main factor causing the fabric defect.

Research paper thumbnail of The effect of servicescape in Tasik Halal Culinary Festival on the image of Tasikmalaya

Research paper thumbnail of Does Digital Marketing Affect Millennial Purchase Decision in Covid-19 Situation?

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 2021

This study aims to figure out how digital marketing affects Indonesia's millennial purchase decis... more This study aims to figure out how digital marketing affects Indonesia's millennial purchase decision during the Covid-19 era. This study is a descriptive-quantitative that involved 100 millennial costumers in West Java, Indonesia, as a sample who had social media and purchased at least once in the fashion sector of Small Medium Enterprises (SMEs). The data were collected through a survey questionnaire and interviewed through google meetings. The data were analyzed through simple regression using SPSS 23.0. The results of this study show t-count 3.211> table 1.984 with sig. equal to 0,000, which means that the variable of digital marketing has a positive and partially gives significant effect to the millennial purchase decision. The R Square number of 30.7% shows the influence of the free variable (digital marketing) on the dependent variable (millennial purchase decision). This implies that the more intense digital marketing is applied in the Covid-19 situation, the more influence receives by millennials to make a purchase decision.

Research paper thumbnail of Has the COVID-19 Pandemic Accelerated the Digital Transformation of Micro, Small and Medium-Sized Enterprises in Indonesia?

Teorija in praksa

This article examines the condition of Indonesia’s Micro, Small and Medium-sized Enterprises (MSM... more This article examines the condition of Indonesia’s Micro, Small and Medium-sized Enterprises (MSMEs) during the COVID-19 pandemic, particularly with respect to carrying out a digital transformation, and whether the COVID-19 pandemic has forced them to accelerate this transformation. This study found that Micro, Small and Medium-sized Enterprises – MSMEs during COVID-19 have been in an unstable state due to the impact of the restrictions imposed by COVID-19related policies. Nevertheless, MSMEs have been supported by the government, academics, and digital media in efforts to revive and accelerate the digital transformation with a view to surviving. The use of social media has helped MSMEs’ programmes and services optimise their business performance. Job simplification was introduced to more efficiently create and reach a broader range of consumers by doing promotion, service delivery, accessing media and cooperating with third parties. The speed at which the digital transformation has...

Research paper thumbnail of Potential development strategy of marathon sports tourism in improving the visits of tourists to Bandung

Advances in Business, Management and Entrepreneurship, 2020

Research paper thumbnail of Analisis Strategi Bauran Pemasaran Dalam Meningkatkan Volume Penjualan Mie Ayam Mang Nana

Prosiding Industrial Research Workshop and National Seminar, Sep 1, 2021

Research paper thumbnail of Peningkatan Literasi Digital Marketing UMKM Kota Tasikmalaya

Acitya Bhakti, 2022

Tujuan pengabdian kepada masyarakat (PkM) ini adalah untuk mengetahui perbedaan tingkat literasi ... more Tujuan pengabdian kepada masyarakat (PkM) ini adalah untuk mengetahui perbedaan tingkat literasi sebelum dan sesudah diberikan pelatihan digitalisasi marketing UMKM. Objek penelitian dalam penelitian ini adalah 11 peserta pelatihan UMKM Kota Tasikmalaya. Pengabdian ini menggunakan Metode Focus Group Discussion (FGD), dan untuk menganalisis perbedaan tingkat literasi digital marketing menggunakan menggunakan Paired t-test sebagai alat ujinya. Hasil yang diperoleh menunjukkan bahwa tingkat literasi digital marketing UMKM di Kota Tasikmalaya cukup rendah karena kurang optimalnya penggunaan internet dalam operasional usahanya. Selain itu, terdapat perbedaan yang signifikan antara tingkat literasi digital marketing sebelum dan sesudah dilakukan pelatihan, yang ditunjukkan dengan nilai signifikansi (2-tailed) hasil uji paired t-test sebesar 0, 013, yang berarti bahwa hasil pemahaman literasi digital marketing peserta sebelum dan sesudah pelatihan tidak sama (berbeda).

Research paper thumbnail of Digital Marketing Design to Increase Tourism Visit and Maintain the City Image

In 2020, the advance technology of business activity has come to the phase where the promotion is... more In 2020, the advance technology of business activity has come to the phase where the promotion is in a form of digital marketing. The use of digital marketing is very popular in the several industries such as service and tourism since it can help increasing tourism visit and maintain the image. Tasikmalaya Oktober Festival is an annual event held by Tasikmalaya Government to attract tourism visit and maintaining the new image of Tasikmalaya. The promotion activities conducted by digital marketing however a good design of digital marketing has not been drawn. Thus, this research is descriptive qualitative research involving the implementation of digital marketing conducted by the City Government of Tasikmalaya and the Department of Tourism, Youth and Sports through Tasik Oktober Festival event. Data collection techniques were literature study and interviews with the organizers of Tasik Oktober Festival event. The data were then analyzed descriptively using data triangulation techniqu...

Research paper thumbnail of Analisis Saluran Pemasaran Terintegrasi UMKM Badii Farm Purwakarta dalam Meningkatkan Volume Penjualan

Having a role as the 'backbone' of the Indonesian economy, SMEs growth has decreased from... more Having a role as the 'backbone' of the Indonesian economy, SMEs growth has decreased from year to year. One of them occurred at Badii Farm which experienced a decrease in sales volume due to the absence of an integrated marketing channel model. This study iaims to determine the integrated marketing channel system and the value network of Badii farm as an SME in increasing sales volume. This study is a qualitative descriptive study involving purposive sampling and using interview, observation and documentation instruments. The result shows that Badii Farm directly sells its products to customers so that there are no other alternative channels to distribute the products. Such a system runs almost in the majority of similar SMEs. Therefore, opening other marketing channels is necessary in order to increase sales volume and alternative markets. Some alternatives that can be used as other marketing channels is a wholesaler. Badii Farm is suggested to start breeding cattle for lat...

Research paper thumbnail of West Java Leading Product Position: BCG Matrix Analysis

The main objective of this paper is to map the potential of superior products in West Java, so th... more The main objective of this paper is to map the potential of superior products in West Java, so that the results of this mapping can be used to increase knowledge and appropriate strategic planning based on product posit ions, because each position has different strategies and policies that can be carried out either by business actors, as well as the government. The analytical tool used in this research is the Boston Consulting Group (BCG) matrix, which is measured by the growth of exports and the export market share of each product in West Java using two different time points analysis so that there will be differences in changes in the position of the product being analyzed. Based on the results of the study, it shows that the position of the product in West Java is quite diverse. From the two time points analyzed, there are several products that are considered potential for economic development in West Java, one of which is rubber-based products that are consistently in the STAR po...

Research paper thumbnail of Does Social Media Marketing Influence Millennial’s Purchase Intention in Tasikmalaya during Covid-19 Era?

This research is a quantitative-descriptive research with included 67 millennials in Tasikmalaya,... more This research is a quantitative-descriptive research with included 67 millennials in Tasikmalaya, West Java, Indonesia who at least purchased a coffee product and actively use social media during covid-19. The sample technique chosen was incidental sampling, which was a sampling technique based on coincidence such as anyone who incidentally met the criteria. Questionnaire through google form was conducted to collect the data. The data were then analyzed by using SPSS 20. The result shows that the more intense social media marketing is used in Covid-19 situation, the more influence receives by millennial to have a purchase intention in buying coffee product.

Research paper thumbnail of The effect of e-servicescape on e-trust (online survey on Shopee mobile application’s users in Bandung)

Research paper thumbnail of Middle School Readers’ Meaning-Making on Jeff Kinney’s Diary of a Wimpy Kid

Abstrak: Penelitian ini berfokus pada investigasi dan analisis bagaimana pembaca sekolah menengah... more Abstrak: Penelitian ini berfokus pada investigasi dan analisis bagaimana pembaca sekolah menengah pertama (SMP) membuat makna pada novel Diary of A Wimpy Kid karya Jeff Kinney dan kategorisasi mereka sebagai pembaca. Penelitian ini melibatkan enam pembaca SMP yang menjadi anggota laman penggemar Wimpy Kid Indonesia. Untuk menjawab pertanyaan penelitian, studi ini menggunakan studi kasus deskriptif-kualitatif. Data diperoleh dari respon pembaca, kuisioner dan wawancara. Data disusun dan diidentifikasi berdasarkan prinsip pembuatan makna menurut Langer (1991) dan kategorisasi pembaca menurut Garrison dan Hynds (1991). Temuan menunjukan bahwa pertama, pembaca SMP membuat makna di setiap tingkatan dengan cara yang berbeda. Dari enam hanya tiga pembaca yang berhasil bertahan dan mengikuti tingkatan pertama sampai keempat. Berdasarkan hasil bagaimana pembaca membuat makna, temuan kedua menunjukan bahwa pembaca SMP berada di rangkaian pembaca mahir dan pembaca kurang mahir. Hal ini mengung...

Research paper thumbnail of Analisis faktor demografi dan big five personality terhadap literasi keuangan pengusaha usaha mikro, kecil dan menengah kota Tasikmalaya

This study aims to determine the effect of demographic factors and big five personality on the fi... more This study aims to determine the effect of demographic factors and big five personality on the financial literacy of UMKM entrepreneurs in Tasikmalaya City. In addition, researchers can find out how the description of the financial literacy of SMEs entrepreneurs in the City of Tasikmalaya so that researchers can formulate solutions for low levels of financial literacy. This study used a quantitative descriptive method, data were collected through an interview process using a closed questionnaire to 30 Tasikmalaya SMEs entrepreneurs who had just started a business ≥ 5 years. By using multiple regression analysis, the researcher found that partially, only demographic factor variables have a significant effect on financial literacy. Simultaneously, demographic factors and big five personality have a significant influence on financial literacy.

Research paper thumbnail of Climate Change and the Sustainable Small and Medium-Sized Enterprises

Handbook of Research on Climate Change and the Sustainable Financial Sector, 2021

Small and medium-sized enterprises (SMEs) play an essential role as the key driver in national ec... more Small and medium-sized enterprises (SMEs) play an essential role as the key driver in national economic resilience. In developing countries, they contribute to most of the GDP every year. Like a coin with two sides, the rise of SME productivity accidentally caused the increase in global pollution. Now, the SMEs are urged to adjust and set the best strategies to encounter the circumstances. This chapter shares a broader perspective, literature studies, and documentary analysis on the definition and category of SMEs, the involvement of United Nations' Sustainable Development Goals (SDGs), green practices and strategies, and the issue of building sustainable SMEs in relation with climate change. It is also completed with some case studies in SMEs in Indonesia, Africa, United Kingdom, and many more. The chapters set the tone for the rest of the chapters examining the implications of the issues discussed for climate change and the sustainable financial factor.

Research paper thumbnail of The Influence of Social Media Marketing on Brand Trust of Indonesian Frozen Food Products During Covid-19 Pandemic

Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 2021

The Indonesian government has made a policy of work from home and social distancing when the Covi... more The Indonesian government has made a policy of work from home and social distancing when the Covid-19 Pandemic occurred until the middle of 2020. This led to the closing of food stall, and frozen food transforms into new products trend in this era. However, many consumers choose to cook at home instead of buying frozen food in anticipating the spread of the virus. Thus, many companies have decided to use social media to increase the consumer's trust as previous studies suggested. This study aims to analyze the effect of social media marketing on the brand trust of frozen food products in Indonesia during the Covid-19 pandemic. This research is a quantitative descriptive study involving 100 social media users who have made at least one-time purchase of Indonesian frozen food products in the Covid-19 pandemic. The data collection techniques employed were questionnaires in form of google form and interviews through google meetings. The data was then analyzed with a simple regression. The results of this study indicated that Social Media Marketing had a positive and significant impact on brand trust of frozen food products in Indonesia during the Covid-19 pandemic. It means that the more intense the use of social media marketing by a brand, the higher the trust that will be gained during the Covid-19 pandemic.