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All Journal International Journal of Nusantara Islam Syntax Literate: Jurnal Ilmiah Indonesia Al-Mashlahah: Jurnal Hukum Islam dan Pranata Sosial JRMSI - Jurnal Riset Manajemen Sains Indonesia Muttaqien; Indonesian Journal of Multidiciplinary Islamic Studies International Journal of Business, Economics, and Social Development International Journal of Social Service and Research Journal of Social Research Journal Of World Science Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences Mabsya: Jurnal Manajemen Bisnis Syariah Return : Study of Management, Economic and Bussines Journal Research of Social Science, Economics, and Management Indonesian Journal Economic Review (IJER) Indonesian Journal of Advanced Research (IJAR) International Journal of Nusantara Islam Journal of Management, Economic, and Financial Jurnal Ekonomi, Manajemen, Akuntansi PESHUM
May Dedu
Universitas Swadaya Gunung Jati
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth Wom on Skintific Purchase Decisions on Shopee (Case Study in Majalengka Regency) Dhiany Nurhasanah Hanifa; Fayza Nandika Fitriyani; May Dedu
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1391

Abstract

The Indonesian skincare market has evolved with increasing consumer preference for clean, minimalist beauty, leading brands like Skintific to adopt strategic digital marketing approaches. This study aims to analyze the influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth (eWOM) on consumer purchasing decisions, specifically for Skintific products on the Shopee platform in Majalengka Regency. Employing a quantitative approach, data were gathered from 200 respondents via a structured questionnaire and analyzed using multiple linear regression through SPSS Version 27. The findings reveal that all three independent variables significantly influence purchase decisions, with eWOM showing the strongest impact (? = 0.387), followed by Influencer Marketing (? = 0.324), and Social Media Marketing (? = 0.222). The model demonstrated good predictive power, with an R² value of 0.652. These results underscore the importance of digital marketing strategies in shaping consumer behavior and offer actionable insights for businesses to leverage influencer collaboration, social media engagement, and consumer reviews to boost sales. The research contributes to the digital marketing literature by contextualizing consumer behavior in a regional e-commerce setting and highlights the need for future studies to explore moderating variables such as brand loyalty, trust, and demographics to expand generalizability.
The Effect of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in Cosmetics on Tiktok Shop Kurnaesih Safitri; Silvy Ahwattun Khasanah; May Dedu
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1392

Abstract

The rapid growth of Indonesia’s cosmetics industry, fueled by digital transformation and social commerce, has made impulse buying a critical phenomenon. This study analyzes the effects of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in TikTok Shop, a platform dominating Indonesia’s e-commerce landscape. Using a quantitative approach, data from 145 TikTok Shop users in Cirebon Regency were analyzed via multiple linear regression. Results confirmed all three variables significantly influence impulse buying, with Shopping Lifestyle (? = 0.362, *p* = 0.000) as the strongest predictor, followed by Live Streaming (? = 0.385, *p* = 0.000) and Discounts (? = 0.193, *p* = 0.012). The model explained 66.5% of variance, underscoring their collective impact. Findings align with prior research but extend knowledge by focusing on TikTok Shop’s unique ecosystem. Practical implications suggest businesses should prioritize live streaming interactions, time-sensitive discounts, and hedonistic lifestyle targeting. Limitations include unexamined variables (e.g., social influence), urging future research to expand the model. This study bridges theoretical and practical gaps in digital consumer behavior, offering actionable insights for marketers in the social commerce era.
Behind Kelme's Sponsorship: The Role of Perceived Prestige and Bobotoh Involvement in Strengthening Persib Bandung's Brand Equity Rezka Arya Maulana; May Dedu; Tiara Muthiarsih
Journal of Social Research Vol. 5 No. 8 (2026): Journal of Social Research
Publisher : International Journal Labs (AHU-0028405-AH.01.14 Tahun 2022)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i8.3277

Abstract

The development of the professional sports industry has encouraged sports clubs to manage brand equity as a strategic asset capable of enhancing competitiveness and organizational value. In this context, sponsorship serves as a marketing instrument that can strengthen a club’s brand equity through the transfer of brand image from sponsor to sponsored organization. This study aimed to analyze the effect of Kelme’s sponsorship on Persib Bandung’s brand equity, focusing on the role of perceived prestige as a mediating variable and Bobotoh engagement as a moderating variable. The study adopted a quantitative approach using a purposive sampling technique involving 100 Bobotoh who met the research criteria. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that Kelme’s perceived sponsorship brand equity did not have a direct effect on Persib Bandung’s brand equity. However, perceived prestige significantly mediated the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. In addition, Bobotoh engagement did not moderate the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s perceived prestige, but it did strengthen the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. These findings indicate that improving club brand equity through sponsorship is more effective when it operates through the formation of perceived club prestige, while supporter engagement plays a reinforcing role in enhancing the impact of sponsorship-based brand image transfer.
The Influence of Green Marketing Communication and Green Influencer Expertise on Green Purchase Behavior at Brand N'Pure Siti Khairiyyah; May Dedu
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1555

Abstract

The beauty industry in Indonesia has experienced rapid growth in recent years, particularly in the skincare sector, accompanied by a significant shift in consumer behavior toward environmentally friendly and sustainable products. This phenomenon, known as green consumerism, has compelled brands to adopt green marketing strategies while also giving rise to challenges such as greenwashing. In this context, the role of influencers with credible expertise in conveying green messages has become increasingly important in shaping consumer purchasing decisions. This research aims to analyze the influence of green marketing communication and green influencer expertise on green purchase behavior. A quantitative method with a survey approach was employed, with data obtained through the distribution of questionnaires to 170 respondents and processed using SPSS with multiple linear regression analysis. The results show that green marketing communication and green influencer expertise simultaneously have a significant effect on green purchase behavior, with an F-test significance value of 0.000. A coefficient of determination (R²) of 0.631 indicates that 63.1% of the variation in green purchase behavior can be explained by both independent variables in the model, while the remainder is attributable to other variables outside the scope of the study. Partially, green influencer expertise has a positive and significant effect on green purchase behavior, while green marketing communication shows a significant effect in the negative direction based on the regression model results. The credibility and expertise of influencers are thus the most dominant variables in influencing respondents' green purchasing behavior
The Influence Of Brand Trust On Brand Loyalty With Brand Love As Mediator (Case Study Of Kopi Roemah Kesambi) Auliya Safitri; May Dedu; Soesanty Maulany
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1194

Abstract

Coffee consumption in Indonesia has changed from being a necessity to a part of a modern lifestyle due to the industry's rapid growth. This is especially true for the younger generation, whose visits to coffee shops are influenced not only by the taste but also by the atmosphere, brand image, and emotional attachment provided. This phenomenon provides a dilemma for local coffee shops such as Kopi Roemah Kesambi which, despite having excellent sales levels, nevertheless confronts variations in client retention such that brand loyalty has not been securely established. Although contemporary marketing theory highlights the significance of consumer emotional attachment to the brand as a foundation for long-term loyalty, the role of brand trust and brand love in forming brand loyalty in the context of local coffee shops is still rarely studied. This creates a research gap because the majority of prior studies emphasize product customer quality and satisfaction as determinants of loyalty. With a population of 368 active Kopi Roemah Kesambi customers and a sample of 192 respondents chosen using the Slovin formula with a 5% margin of error, this study employs a quantitative approach with an explanatory research method and a probability sampling technique through simple random sampling to close this gap. Data were obtained by a closed questionnaire based on a 1-5 Likert scale and analyzed using SEM-PLS through SmartPLS 4.0. It is hoped that this study will add to the body of knowledge on consumer behavior and help local coffee shops create more sustainable and successful customer retention strategies by examining the impact of brand trust on brand loyalty, with brand love serving as a mediator.
The Influence Of Storytelling Marketing On Purchase Intention Mediated By Brand Image: A Case Study Of Mekayo Coffee Shop Rara Indah Oktaviani; May Dedu; Soesanty Maulany
International Journal of Business, Economics, and Social Development Vol. 7 No. 2 (2026): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v7i2.1195

Abstract

Abstract The coffee shop industry in Indonesia is expanding swiftly, although not all establishments can compete effectively. The Mekayo coffee business has seen variable sales figures. This case study seeks to assist the firm in overcoming the problems posed by intensifying competition. This study aims to investigate the role of brand image as a mediator in the relationship between narrative marketing and purchase intention. This study employed a quantitative technique. The sampling approach employed a purposive sampling technique. The research sample comprised 360 respondents, all of whom were followers of Coffee Mekayo on Instagram. A survey using the Likert approach was employed for data gathering. The data analysis approach employed was SmartPLS software version 4. The data demonstrated that narrative marketing has a substantial impact on brand image, brand image significantly influences purchase intention, and storytelling marketing greatly influences purchase intention. Additional data suggest that brand image somewhat mediates the impact of narrative marketing on brand image. These findings demonstrate the significance of narrative marketing in establishing brand image and fostering customer purchase intention. Keywords: storytelling marketing, brand image, purchase intention, coffee industry.
The Influence of Digital Marketing and Brand Image on Purchasing Decisions at The Indomobil Plaza Dealer in Indramayu Griesthalia Cantik Lusyana; Ika Nurjannah Nurjannah; Ihya Raihan Izzuddin; May Dedu
Journal of Management Economic and Financial Vol. 2 No. 4 (2024): Special Issue
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jmef.v2i4.41

Abstract

This research aims to determine the extent to which digital marketing and brand image influence purchasing decisions. Employing a quantitative research method, data was gathered using research instruments and analyzed quantitatively and descriptively. A sample of 48 respondents was selected using the Slovin formula. Data analysis was conducted using the SPSS 25 software, which included validity tests, reliability tests, linearity tests, multicollinearity tests, and multiple linear regression analysis (including t-tests and f-tests). The findings indicate that both Digital Marketing (X1) and Brand Image (X2) have a positive and significant impact on Purchasing Decisions (Y) at the Nissan Indramayu car dealership. The hypothesis testing results for the two independent variables on the dependent variable reveal that digital marketing and brand image collectively influence purchasing decisions by 49.4%. The remaining 50.6% is affected by other factors not included in this regression model or by random variables.
Building Green Purchase Intention: The Mediating Role of Green Trust on Green Packaging and Green Product of Mountoya Muhamad Dani Fiqri; May Dedu; Tiara Muthiarsih
Indonesian Journal of Business Analytics Vol. 6 No. 3 (2026): June 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i3.16653

Abstract

The purpose of this study is to test the role of green trust in mediating the influence of green packaging and green products on green purchase intention in Mountoya bottled drinking water consumers. Increasing environmental awareness and competition in the bottled water industry are important backgrounds in understanding the factors that encourage environmentally friendly purchasing intentions. This study uses a quantitative approach by collecting data from 170 Mountoya consumers in Cirebon City using purposive sampling techniques through a structured questionnaire. Data analysis was carried out using the Partial Least Square (PLS) method with the help of SmartPLS software. The results of the study show that green packaging and green products have a positive and significant effect on green trust, and green trust has a positive effect on green purchase intention. Other findings show that green packaging does not have a direct effect on purchase intention, but its effect becomes significant when mediated by green trust, while green products have a significant effect both directly and through green trust. These findings confirm the importance of consumer trust in encouraging environmentally friendly purchase intentions.
Analisis Etika Bisnis Islam terhadap Promosi Online dan Ulasan Pengguna terkait Keputusan Pembelian Alas Kaki Bermerek Palsu di Kalangan Konsumen Shopee di Cirebon dalam Rangka Mendorong Praktik E-Commerce Halal Muhammad Azmi; May Dedu
Muttaqien Indonesian Journal of Multidiciplinary Islamic Studies
Publisher : Muttaqien Publishing, Lembaga Penelitian dan Pengabdian kepada Mayarakat (P3M) STAI DR. KH.EZ. Muttaqien Purwakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52593.mtq.07.2.07

Abstract

This study aims to analyze the influence of online promotion and user reviews on consumers' purchasing decisions in Cirebon City regarding counterfeit branded footwear on the Shopee marketplace. Employing a quantitative approach with a survey design, data were collected from 120 respondents via purposive sampling and analyzed using multiple linear regression. The results indicate that both online promotion and user reviews, whether considered individually or simultaneously, have a positive and significant impact on the decision to purchase counterfeit products. However, the coefficient of determination (R²) of only 9.4% suggests that factors outside the research model influence 90.6% of the variation in purchasing decisions. The novelty of this study lies in its integration of Islamic business ethics as an analytical framework for understanding digital consumer behavior. These findings offer strategic implications: curbing the consumption of counterfeit goods through the application of Islamic business ethics is not only vital for promoting halal e-commerce practices but is also crucial for socio-economic strengthening. By shifting consumer purchasing power from counterfeit goods to authentic local products, the digital market ecosystem can become more equitable, respectful of intellectual property rights, and supportive of inclusive and sustainable real economic growth.
The Effect of Product Innovation and Product Differentiation on Competitive Advantage: Evidence from Rattan MSMEs in Cirebon Regency Muhammad Bintang Fathud Difa; May Dedu; Soesanty Maulany
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19111

Abstract

Rattan MSMEs in Cirebon Regency play a strategic role in supporting the local economy, employment, and the preservation of traditional handicrafts. However, increasing market competition, changing consumer preferences, and the demand for unique and high-quality products require these businesses to continuously strengthen their competitive advantage. Product innovation and product differentiation are widely recognized as important strategies for improving business performance and sustaining competitiveness in dynamic markets. This study aims to analyze the influence of product innovation and product differentiation on the competitive advantage of rattan MSMEs in Cirebon Regency. The research uses a quantitative method with an associative approach. The sample was determined through a purposive sampling technique with a total of 102 respondents. Data were collected using a Likert scale questionnaire and analyzed using multiple linear regression through SPSS. The results showed that product innovation had a positive but not significant effect on competitive advantage, while product differentiation had a positive and significant effect and became the most dominant variable. Simultaneously, both variables had a significant effect on competitive advantage. These findings indicate that the competitiveness of rattan MSMEs is more strongly influenced by the ability to create product differentiation, while product innovation needs to be further enhanced to generate a stronger impact. This research provides practical implications for MSMEs in developing effective strategies to strengthen sustainable competitive advantage.
Co-Authors Aditiya, Cristian Aditya Rizkian Kusuma Agustina Agustina Agustina Amrullah, Amir Arkhan ANDRIANSYAH Auliya Safitri Della Ayu Safitri Deni Kurniawan, Deni Dhiany Nurhasanah Hanifa Dimas Ditio Fayza Nandika Fitriyani Fernando Yoga Lesmana Ghina Cahyani Griesthalia Cantik Lusyana Harits Hasan Baisa Ihya Raihan Izzuddin Ika Nurjannah Nurjannah Intan Van Dhiny Izzuddin, Ihya Raihan Jefry Romdonny Keke Shabrina Nurmalitasari Khansa Kamilia Kharisma Fitri Rahmawati Kurnaesih Safitri Kusmawati, Rengganis Lulu Hanifah Lusyana, Griesthalia Cantik Maulana Yusuf Misbak, Misbak Muhajirin Muhajirin Muhamad Dani Fiqri Muhammad Azmi Muhammad Bintang Fathud Difa Muhammad Yasser Naufal Thoriq Akbar Nugraha, Muhammad Rivaldhie Juniar Nur Intan Nurjannah, Ika Nurjannah Nurrahman, Adithia Permana, Romi Putri Kinanti Rafly Alfikri Sobari Raju Rifai Rara Indah Oktaviani Rezka Arya Maulana Rizky Aldiansyah Sari, Rakhma Silvy Ahwattun Khasanah Siti Amelia Siti Khairiyyah Soesanty Maulany Taufik Hadi Kusumah Tiara Muthiarsih Tiara Muthiarsih Tiara Muthiarsih