Arini Novandalina’s scientific contributions

The aim of this research is to determine the influence of social media marketing, brand image and trust on purchasing interest in delicious noodle products in Semarang City. Quantitative research, with an unknown population of all Mie Sedap customers in Semarang City. The sampling technique uses the Purposive Sampling method. The research sample was obtained using the Hair formula, resulting in a sample size of 115 respondents. The analysis in this research uses the descriptive analysis method, the data analysis method uses the classical assumption test, multiple linear regression analysis, model feasibility test (F test), and hypothesis test (t test) The results of this research show that brand image and digital marketing have an influence of 61.4% on purchasing interest, while the remaining 38.6% is explained by other variables outside the model of this research. The conclusions in this research show that social media marketing, brand image and trust have an influence on customer buying interest, so it is necessary to increase marketing for social media marketing, building brand image and customer trust.

This study aims to determine the influence of interest on business success, determine the influence of motivation on business success, and the influence of business capital on the success of food and beverage business actors in the city of Semarang. The population in this study is all food and beverage business actors in the city of Semarang. The number of samples was obtained as many as 120 food and beverage business actors in the city of Semarang. The research methods used are descriptive analysis methods, statistical analysis methods consisting of multiple linear regression analysis, partial significant testing (t-test) and coefficient of determination testing (R2). The results showed that there was a significant positive influence between entrepreneurial interest (X1), entrepreneurial motivation (X2) and business capital (X3) on business success (Y). The advice in this study is the importance of supervisors to increase interest, motivation, and business capital. This is done so that employee morale can increase. For example, by providing bonuses for employees who have motivation. In addition, it is necessary to strictly assess the work environment and work communication in order to obtain an evaluation of whether this work environment and work communication are conducive in accordance with the work results of employees. Keywords: Entrepreneurial Interest, Business Motivation, Business Capital

The global recession will certainly weaken exports which are one of the sources of growth in Indonesia. Furthermore, weakening exports followed by shrinking foreign capital flows will weaken the rupiah exchange rate, especially as capital outflows have the potential to increase along with the increase in benchmark interest rates in developed countries. If we assume that the world will experience a recession, then the impact, both directly and indirectly, will hit the domestic economy, everywhere. Therefore, every country needs to prepare itself to face the threat of recession. Objective: To provide insight into improving the quality of sales for MSMEs in Semarang City and to provide outreach &; training on digitizing MSME sales in Semarang City. Implementation Method includes the following: (1 ) Planning and preparation (2) Implementation of training (3) Evaluation. core activities by delivering material on entrepreneurship digitalization and continued with the use of social media in implementing digitalization. The first material conveys the importance of digitalization for today's business, its role and stages of implementation. The second material discusses in detail what social media can be used, such as WhatsApp Business, Facebook Ads and other media that are currently being used, such as TikTok and Instagram. This activity ended with a discussion and questions and answers to strengthen the community's understanding and practice in utilizing digital media which has been explained. All Semarang City MSME Actor Training activities have been carried out smoothly and according to plan. The main aim of holding the training was to increase the knowledge and skills regarding the role of digitalization in entrepreneurship for the participants. especially for MSME business actors in Semarang City, it can be an opportunity for academics to carry out research and service. Optimizing understanding and practice in every community business is used to improve the marketing of its products and get better profits from these economic activities. The results can be used to focus on specific social media uses that are relevant to the target market.

Purpose – This study aims to describe the effect of diversity of knowledge and financial capabilities on accountability for behavior control and improvement of financial performance.Design/methodology/approach – The population in this study were all branches of the Baitul Maal Wat Tamwil Sharia Savings and Loans Cooperative (KSPPS BMT) in Central Java. The sample used purposive sampling to obtain 146 respondents. Data were analyzed using the Structural Equation Modeling (SEM) analysis technique with the application of Analysis Moment of Structural (AMOS 24).Findings – The results of the study explain the increase in financial performance based on Behavioral Accounting Theory and Human Resource Management Theory. The behavior control accountability model shows that perceived interest and intention in self-confidence to control accountability behavior as indicated by behavioral intention, perceived behavioral control, process and financial accountability can affect financial performanceResearch limitations/implications – Where the factors of diversity of knowledge and financial capability in shaping accountability for behavior control and impact on financial performance will offer a deeper understanding of the supporting factors for accountability for behavior control and also have an impact on efforts to improve financial performance.Practical implications – A better understanding of the factors influencing improvement efforts should assist accountants in information processing, quality of judgments, accounting problems that arise with accounting users and preparers, and the use of information in accounting decision making.Originality/value – Using and explaining about improving financial performance based on Behavioral Accounting Theory and Human Resource Management Theory. The behavior control accountability model shows that perceived interest and intention in self-confidence to control accountability behavior as indicated by behavioral intention, perceived behavioral control, process and financial accountability can affect financial performance

In the dynamic setting of Pekanbaru City, this study explores the complex interactions among innovation capacity, market orientation, and branding, and their effects on marketing performance and sustainability in Micro, Small, and Medium-Sized Enterprises (MSMEs). Structural Equation Modeling (SEM-PLS 4) was utilized for investigation in a quantitative method with 215 respondents. The study reveals important positive correlations between marketing performance and innovation ability, market orientation and marketing sustainability, and marketing performance and sustainability enhanced by successful branding. Additionally, the synergistic relationship among branding, market orientation, and innovation affects marketing results and sustainability. These findings have important ramifications for MSMEs, policymakers, and researchers. They offer practical guidance for improving tactics and promoting sustainability in the MSME sector of Pekanbaru City.

This article explores the efficacy of experience-based marketing strategies in enhancing customer engagement and retention within the dynamic landscape of the tourism and travel industry. Drawing upon a comprehensive case study analysis, this research delves into the nuanced mechanisms through which experiential marketing initiatives impact consumer behavior and loyalty. By examining diverse experiential tactics such as immersive storytelling, interactive technology integration, and personalized service offerings, this study uncovers the pivotal role of memorable experiences in fostering emotional connections and long-term relationships with customers. The findings underscore the significance of crafting unique, sensory-rich encounters that resonate with travelers' aspirations, preferences, and values. Moreover, this research elucidates the strategic implications of leveraging experiential marketing to differentiate brands, drive word-of-mouth advocacy, and sustain competitive advantage in an increasingly crowded marketplace. Insights from this study offer actionable recommendations for tourism and travel businesses to design and implement effective experience-based marketing campaigns that cultivate deep-seated connections with their target audience, engender brand loyalty, and ultimately drive business growth.

Digital marketing considered as an alternative of marketing strategies in the digital era since the technology has developed rapidly. This study aims to present a bibliographic as well as a bibliometric review regarding to the emerging tendency of digital marketing. A bibliometric analysis used to conduct this research involving performance analysis, science mapping, and network analysis. A few of software such as VOSviewer and Publish or Perish (PoP) utilized in analyzing the document which published during 2011 to 2022 from the Scopus database. The results of this study showed that in the period 2011 – 2022, there were 43 publications and 336 citations regarding the digital marketing, however the development of publications and citations roundly fluctuated. Hereinafter, mostly, some marketing strategies such as e-marketing and b2b marketing were usually used in the digital era. Nowadays, generally, social media and internet had been utilized widely in the business field. It proves that social media and internet extremely help the entrepreneur in conducting the digital marketing. In addition, tourism was one of the business fields employing the digital marketing to advertise the tourism service. Also, qualitative research was the methodology trend employed in carrying out the research regarding the digital marketing. Mostly in the Covid-19 pandemic, the digital marketing was employed to advertise the goods or service to the consumers

This study explores how market research, social capital, and dynamic capabilities interact to shape the competitiveness and sustainability of firms in Indonesia's tourism creative economy. Survey data from 215 businesses were analyzed quantitatively using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings show a strong correlation between dynamic capability and competitiveness and sustainability in marketing. Likewise, social capital and market research showed favorable correlations with competitiveness and sustainability in marketing. While the structural model attained good fit indices, the measurement model proved to be valid and reliable. These results advance our knowledge of the variables affecting competitiveness and sustainable marketing strategies in the fast-paced environment of the tourism creative economy.

The complex relationships between digital marketing tactics, user experience, and e-commerce platforms are examined in this study, as well as how these relationships affect MSMEs' (micro, small, and medium-sized enterprises) ability to compete in the Indonesian market. Structural Equation Modeling with Partial Least Squares (SEM-PLS) is utilized in the study to analyze survey data obtained from 150 MSMEs in Indonesia. The adoption of e-commerce and market reach, competitiveness and effective digital marketing techniques, and user experience and overall market performance are all significantly positively correlated, according to the results. The report offers detailed insights into the digital tactics influencing MSMEs' success in the Indonesian business environment. It also offers recommendations for further research and real-world applications for companies and regulators.

Pada era digital ini, transformasi teknologi telah merubah cara bisnis beroperasi, termasuk dalam sektor pertanian seperti penggilingan padi. Penggunaan digital marketing menjadi kunci strategis dalam meningkatkan pemasaran produk-produk pertanian. Penggilingan padi, sebagai bagian integral dari rantai pasokan beras, perlu mengadopsi strategi pemasaran digital untuk mencapai pasar yang lebih luas dan meningkatkan daya saing. Dalam pengabdian kepada masyarakat ini akan diberikan penyuluhan dan pelatihan berupa : Bagaimana bahan baku yang berkualitas untuk menghasilkan produk yang berkuliatas, Bagaimana menentukan harga yang layak untuk produk yang dijual tersebut, Bagaimana cara menjual agar cepat sampai ke tangan konsumen, dan Bagaimana promosi yang dapat dilakukan oleh para pedagang. Kegiatan ini dilaksanakan dengan pendekatan/ metode : penyuluhan, pelatihan dan implementasi. Hasil Pengabdian Keberhasilan pelaksanaan pengabdiaan kepada masyarakat ini dapat dilihat dari dua tolok ukur sebagai berikut :Respon positif dari peserta penyuluhan dan pelatihan.Respon peserta penyuluhan dan pelatihan diukur melalui observasi selama pelatihan berlangsungdan dengan mengadakan diskusi yang menyangkut kesan, saran, kritik dan usulan peserta setelah mendapat pelatihan terhadap pengabdian kepada masyarakat ini. Meningkatnya ketrampilan peserta setelah mendapat pelatihan. Ketrampilan peserta diobservasi saat penyuluhan dan pelatihan melalui tugas-tugas dan diskusi tentang permasalahan yang sering dihadapi. Dari kegiatan penyuluhan dan pelatihan ini dapat disimpulkan sebagai berikut :Produk yang dijual diarahkan ke produk yang dikembangkan yaitu sparepart yang lebih baik dan lebih komplit serta jasa pelayanan yang lebih baik sebagai daya tarik pelanggan, Dalam penetapan harga perlu dikaji komponen yang masuk dalam penetapan harga sehingga pedagang dapat menentukan harga yang wajar, Dalam melakukan penjualan tidak terpaku hanya ditempat jualan tetapi bisa menitipkan produknya ke kantin kantin kantor, Promosi perlu dilakukan dengan pemberian merek pada pembungkusnya, membagikan brosur atau flier kepada karyawan atau masyarakat umum. Jangan dipandang remeh omongan dari mulut ke mulut karena ini bisa menjadi promosi yang efektif.