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All Journal Jurnal Mantik Journal of Management and Entrepreneurship Research
Siska Ernawati Fatimah
Universitas Swadaya Gunung Jati, Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Customer satisfaction in the digital era: the effects of augmented reality experience and advertising personalization Muhammad Azriel Akbar; Siska Ernawati Fatimah
Jurnal Mantik Vol. 10 No. 1 (2026): May : Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v10i1.7143

Abstract

Advances in digital technology have encouraged the beauty industry to develop marketing strategies that focus on consumer experiences and needs. The use of interactive technology and the delivery of advertisements tailored to consumer interests can increase the ease of shopping as well as customer satisfaction in purchasing skin care products. This study uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to 240 respondents who are active users of local brand skin care products Glad2Glow in the city of Cirebon. The sampling technique was carried out using purposive sampling. Data analysis was conducted using variance-based structural equation modeling methods to test the influence of augmented reality experience and advertising personalization on customer satisfaction. The results of the analysis show that augmented reality experiences have a positive and significant effect on customer satisfaction. In addition, advertising personalization also has a positive and significant influence on customer satisfaction. Together, these two independent variables are able to explain most of the variation in customer satisfaction levels. Engaging digital experiences and the delivery of ads that are relevant to consumer needs play an important role in improving customer satisfaction. Therefore, companies need to develop digital marketing strategies that focus on experience, message relevance, and long-term relationships with consumers. This approach is expected to be able to increase brand competitiveness and support business sustainability in the increasingly competitive national and regional digital market on a sustainable basis
The effect of scarcity messages and visual appeal on impulse buying among gen z shopee users in cirebon Muhamad Reza Mubarok; Siska Ernawati Fatimah
Jurnal Mantik Vol. 10 No. 2 (2026): August : Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v10i2.7201

Abstract

The rapid growth of e-commerce, particularly the Shopee platform, has driven massive shifts in consumer digital shopping behavior through various marketing tactics. This study aims to analyze the partial and simultaneous effects of scarcity messages and visual appeal on impulse buying behavior among Generation Z Shopee users in Cirebon City. This study uses a causal associative design and a quantitative methodology. 150 respondents who were chosen using the purposive sampling technique were given questionnaires to complete in order to collect data. Using SmartPLS 4.0 software, structural equation modeling based on partial least squares (SEM-PLS) was used to analyze the data. The findings reveal that scarcity messages have a favorable and substantial impact on impulsive purchases, indicating that time and stock constraints generate psychological urgency for young consumers. Furthermore, visual appeal also exerts a favorable and substantial impact on, demonstrating that attractive platform interface aesthetics successfully stimulate consumers' positive emotional responses. Simultaneously, the combination of scarcity message strategies and visual appeal contributes a strong influence on the level of impulsive purchasing by 60.1%. These results highlight the significance of integrating visual stimuli and scarcity appeals for digital marketers in optimizing sales volume in developing regional markets
The Impact of Scarcity and Flash Sale Techniques on Impulse Buying of Cosmetics Vera Rachmania; Muhammad Inzaghi Ramadhan; Siska Ernawati Fatimah
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-64

Abstract

Objective: This study examines the impulsive buying behaviour of cosmetic consumers on e-commerce platforms through the application of scarcity and flash sale techniques. Research Design & Methods: A total of 398 respondents from Cirebon City participated in this quantitative study, selected using an accidental sampling method. Data were collected through an online survey and analysed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings: Both scarcity and flash sale techniques influence impulse buying behaviour, with scarcity having the stronger effect. Flash sales stimulate urgency through limited-time offers, while scarcity enhances perceived value due to product limitation. Implications and Recommendations: Marketers are encouraged to combine flash sales and scarcity techniques to increase urgency and desirability. Brief, strategic discounts can effectively encourage unplanned purchases. Contribution & Value Added: This study provides valuable insights into e-commerce strategies that enhance impulse buying behaviour in the digital beauty sector.
Co-Authors Muhamad Reza Mubarok Muhammad Azriel Akbar Muhammad Inzaghi Ramadhan Vera Rachmania