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Pengaruh Viral Marketing dan Internet Celebrity Endorsement terhadap Impulse Buying Melalui Online Trust Bisma, Reindra Prasista; Hadi, Effed Darta
Reslaj : Religion Education Social Laa Roiba Journal Vol 6 No 3 (2024): Reslaj: Religion Education Social Laa Roiba Journal
Publisher : LPPM Institut Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/reslaj.v6i3.5574

The purpose of this study is to examine the impact of viral marketing and internet celebrity endorsement on impulsive buying behavior through online trust in the context of the Erigo brand. The study utilizes primary data and adopts a quantitative approach with purposive sampling techniques. The study's population includes all consumers who have purchased Erigo products in the city of Bengkulu, totaling 130 respondents. Structural Equation Modeling - Partial Least Squares (SEM-PLS) version 4.0 is employed as the research method. The research findings indicate that viral marketing and internet celebrity endorsement have a positive and significant impact on online trust. However, it was observed that the effect of viral marketing on impulsive buying behavior is not statistically significant, and internet celebrity endorsement has a non-significant negative influence on impulsive buying behavior. Furthermore, the study reveals that online trust has a positive and significant impact on impulsive buying behavior. Additionally, the research results demonstrate that both viral marketing and internet celebrity endorsement significantly influence impulsive buying behavior through the mediator of online trust.

Faktor Yang Mempengaruhi Green Purchase Intention: Dimediasi Oleh Green Trust Vebriyanto, Sigit; Hadi, Effed Darta
REVITALISASI : Jurnal Ilmu Manajemen Vol 12 No 2 (2023): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v12i2.4470

This study aims to investigate the determinants affecting the intention to purchase electric cars in Indonesia, with a specific focus on the Java and Sumatra regions. Electric vehicles represent a promising solution to address environmental concerns, notably the issue of global warming, primarily attributed to emissions from conventional vehicles. Recent data indicates a substantial surge in electric car sales within Indonesia. The research findings indicate that green perceived value has a direct and significant positive impact on the intention to buy electric vehicles. Furthermore, individuals' attitudes and green trust products directly contribute to the intention to purchase electric vehicles. Additionally, green trust serves as an intermediary in reinforcing the positive relationship between green perceived value and green attitudes towards green purchase intention. Conversely, subjective norms did not demonstrate a positive influence on the intention to purchase electric vehicles. These results shed light on the factors that shape consumers' intentions to buy electric vehicles and the extent of their impact, particularly in the regions of Java and Sumatra.

Celebrity Endorser, Product Quality Mempengaruhi Niat Beli Pada E-Commerce Melalui Brand Trust Putri, Indri Destika; Hadi, Effed Darta
REVITALISASI : Jurnal Ilmu Manajemen Vol 12 No 2 (2023): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v12i2.4530

This research aims to test whether Celebrity Endors and Product Quality can partially influence Purchase Intentions in E-Commerce or purchase intentions, as well as the role of brand trust in mediating this influence. This research has a population, namely consumers of Scarlet products, while the sample is 149 consumers of Scarlet Whitening in Bengkulu who were obtained using a questionnaire, and selected through a non-probability sampling technique, namely convenience sampling. Data analysis used using the PLS SEM method for the Smart PLS program. The research results show that Celebrity Endors have a significant and positive influence on brand trust, Product quality has a significant and positive influence on brand trust, Brand trust has a significant and positive influence on purchase intention, Product quality has a significant and positive influence on purchase intention, Celebrity Endors does not have a significant influence on purchase intention through brand trust and Product Quality has a significant influence on purchase intention through brand trust.

Influence of Online Customer Reviews and Ratings on Purchasing Decisions on Shopee E-commerce with Trust as Mediator and Emotional as Moderation Putri, Nuraisyah; Hadi, Effed Darta
Student Journal of Business and Management Vol. 7 No. 2 (2024)
Publisher : Universitas Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/sjbm.v7i2.36329

The objective of this research is to analyze the effect of online customer reviews and ratings on purchasing decisions on Shopee e-commerce with trust as a mediator and emotions as a moderator. The research method used is quantitative, and primary data was collected by online questionnaires. The population in this study are Shopee e-commerce users. Participabts in this research concisted of 217 respondents in Indonesia. The sampling technique uses purposive sampling. The method of analysis this study using Lisrel 8.8 is analysis with a variance-based structural equation modeling approach. The findings reveal that the: 1) online customer reviews have a positive effect on purchasing decisions. 2) online customer ratings have a negative effect on purchasing decisions. 3) online customer reviews have a positive effect on trust. 4) online customer ratings have a positive effect on trust. 5) trust has a positive effect on purchasing decisions. 6) the mediating role of trust between online customer review variables on purchasing decisions has an influence that has a partially mediated mediating role. 7) the mediating role of trust in mediating online customer assessments of purchasing decisions has a full mediating role. 8) emotional variables cannot moderate online customer review variables on purchasing decisions.

Do Shopping Lifestyle, Price Discount, and Positive Emotion Influence Impulse Buying? An Empirical Analysis of the Indonesian Fashion Industry Zein, Fikrul Umam; Hadi, Effed Darta
Journal of Enterprise and Development (JED) Vol. 7 No. 1 (2025): January - April
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i1.13032

Purpose: This study aims to examine the effect of shopping lifestyle, price discount, and positive emotion on impulse buying, as well as the mediating role of positive emotion in the relationship between shopping lifestyle and price discount on impulse buying in the Indonesian fashion industry.Method: This research employs a quantitative approach by collecting primary data through questionnaires distributed via Google Forms. The study involved 350 Erigo customers who had made impulsive purchases of Erigo products, selected using the incidental sampling method. The collected data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, utilizing SmartPLS 3 software.Result: The findings of this study indicate that shopping lifestyle and positive emotion have a direct, positive, and significant impact on impulse buying. However, price discount does not directly influence impulse buying. Nevertheless, positive emotion successfully mediates the effect of price discount on impulse buying and also mediates the effect of shopping lifestyle on impulse buying positively and significantly.Practical Implications for Economic Growth and Development: The results of this study provide strategic insights for fashion brands, particularly local fashion brands, to enhance sales by leveraging internal factors such as positive emotion and shopping lifestyle, as well as external factors like price discounts. These strategies can increase consumer purchases and, in turn, contribute to economic growth.

Exploring the impact of social influence and halal certification on repurchase intention: The mediating role of trust in online purchases of imported halal food in Indonesia Syaefulloh, Syaefulloh; Alfansi, Lizar; Hadi, Effed Darta; Salim, Muhartini
International Journal of Financial, Accounting, and Management Vol. 6 No. 4 (2025): March
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v6i4.2848

Purpose: This study aims to analyze the influence of Social Influence and Halal Certification on Repurchase Intention, with Trust as a moderating variable in the online purchase of imported halal food in Indonesia. Methods: The sample consisted of 260 consumers who made online purchases of imported halal food in Indonesia. Data collection was conducted via a Google Form survey distributed online to respondents. Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the research hypotheses. Results: The results indicate that Performance Expectancy (PE) significantly positively influences trust (TR). Social Influence (SI) significantly impacts Trust (TR), strongly shaping consumer confidence. Halal Certification plays a significant role in enhancing consumer trust regarding online purchases of imported halal food. Consumer Trust (TR) significantly affects Repurchase Intention (RI). SI also significantly influenced RI. Although Halal Certification (HC) boosts consumer trust in product quality, its effect on RI is not significant. SI significantly impacts RI through the mediation of trust. HC significantly influenced RI, which was fully mediated by trust. Conclusions: Social Influence and Halal Certification both enhance consumer Trust, which significantly drives Repurchase Intention, with Trust fully mediating the effect of Halal Certification and partially mediating the effect of Social Influence, while Halal Certification alone does not directly influence repurchase behavior. Limitations: This study has limitations regarding the sample, which only includes consumers from urban areas, necessitating caution in generalizing the findings to rural populations. Additionally, cultural factors and religiosity impacting trust were not included as control variables. Contribution: This study provides practical insights for e-commerce businesses and halal food importers regarding the importance of halal certification and social influence in shaping consumer trust and repurchase intention. Furthermore, it enriches the literature on Muslim consumer behavior in the digital context. Novelty: This research contributes new insights by examining the role of trust as a moderating variable in online purchases of imported halal food, a relatively under-researched area, particularly in Indonesia, the country with the largest Muslim population in the world.

Strategy Implementation and Media Promotion Training for the Mangrove Tourism Park in Jenggalu Kito Village, Bengkulu City Fiona, Febzi; Praningrum, Praningrum; Pareke, Fachrudin JS; Nasution, Nasution; Hadi, Effed Darta
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2023): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v6i2.3220

Bengkulu City iscoastal areas that have a lot of tourism potential, one of which is Kampung Jenggalu Kito. This tourist area has not been promoted optimally, this can be seennot maximal efforts to develop mangrove tourism inJenggalu Kito Village, becauseThere is no effective promotional media. This causes the development of tourist areas has not been carried out optimally. Based on these conditions, it is necessary to provide training on the implementation of tourism promotion strategies and media for the community and related officials as executors.The purpose of this activity isprovide an understanding to the public of the importance of strategy and promotional media as a means to increase tourism potential, and introduce various promotional strategies and promotional media both print and electronic for the development of mangrove tourism inJenggalu Kito village, Bengkulu city. From the results of this dedication, several strategies were found that could be carried out for the promotion of mangrove tourism in Jenggalu Kito Village, namely by: identifying tourism products, formulating the advantages of tourism products, setting market targets, setting visit prices

Marketing Innovation Development for the Padang Serai Bengkulu Village Community in the use of E-Commerce to Market Agricultural Products as an effort Fulfill Community Needs During the Covid-19 Pandemic Fiona, Febzi; Abdillah, Willy; Prabawa, Sri Adji; Hadi, Effed Darta
ABDIMAS: Jurnal Pengabdian Masyarakat Vol. 6 No. 2 (2023): ABDIMAS UMTAS: Jurnal Pengabdian Kepada Masyarakat
Publisher : LPPM Universitas Muhammadiyah Tasikmalaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35568/abdimas.v6i2.3221

The lack of efficiency and effectiveness of farmers in producing and selling agricultural products due to the impact of Covid-19, by using information technology these problems can be reduced. One product of the rapid development of information technology is E-commerce. In this modern world, e-commerce (Electronic Commerce) has had a major influence on the growth of the social and economic order of society. The aim of this program is that the people of Kampung Padang Serai Bengkulu can find what they need and need in managing their agricultural land by using information and communication technology that they understand from program socialization.

Do Shopping Lifestyle, Price Discount, and Positive Emotion Influence Impulse Buying? An Empirical Analysis of the Indonesian Fashion Industry Zein, Fikrul Umam; Hadi, Effed Darta
Journal of Enterprise and Development (JED) Vol. 7 No. 1 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i1.13032

Purpose: This study aims to examine the effect of shopping lifestyle, price discount, and positive emotion on impulse buying, as well as the mediating role of positive emotion in the relationship between shopping lifestyle and price discount on impulse buying in the Indonesian fashion industry.Method: This research employs a quantitative approach by collecting primary data through questionnaires distributed via Google Forms. The study involved 350 Erigo customers who had made impulsive purchases of Erigo products, selected using the incidental sampling method. The collected data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, utilizing SmartPLS 3 software.Result: The findings of this study indicate that shopping lifestyle and positive emotion have a direct, positive, and significant impact on impulse buying. However, price discount does not directly influence impulse buying. Nevertheless, positive emotion successfully mediates the effect of price discount on impulse buying and also mediates the effect of shopping lifestyle on impulse buying positively and significantly.Practical Implications for Economic Growth and Development: The results of this study provide strategic insights for fashion brands, particularly local fashion brands, to enhance sales by leveraging internal factors such as positive emotion and shopping lifestyle, as well as external factors like price discounts. These strategies can increase consumer purchases and, in turn, contribute to economic growth.

Why Do K-Pop Fans Buy Impulsively? A Study on Perceived Scarcity, FOMO, and Self-Control Martiza, Sharon Rivani; Hadi, Effed Darta
Journal of Consumer Sciences Vol. 10 No. 2 (2025): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.10.2.299-316

Background: The development of Korean pop culture (K-pop) has become a global phenomenon that permeates various aspects of life, including Indonesia. Its success extends beyond the entertainment sector, significantly influencing the lifestyle and consumption behaviour of its enthusiasts. Many fans are not only passionate about their idols' music and performances but also tend to purchase merchandise impulsively. Purpose: This study aims to examine the impact of perceived scarcity on impulsive buying behaviours for K-Pop merchandise, by exploring the mediating role of FOMO and the moderating effect of self-control. Method: Using a quantitative approach, data were collected through an online survey of 358 K-pop fans in Indonesia, selected via purposive sampling, and analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Findings: The findings indicate that perceived scarcity has a positive and significant influence on FOMO, which in turn enhances impulsive buying behaviour. However, perceived scarcity does not directly affect impulsive buying without the mediating role of FOMO. Moreover, self-control significantly moderates the relationship between FOMO and impulsive buying by weakening the effect, indicating that individuals with greater self-control are less likely to engage in impulsive purchases despite experiencing FOMO. Conclusions: This research highlights the significant influence of FOMO on impulsive buying behaviour among K-Pop fans, particularly in the context of scarcity-based marketing. In contrast, self-control functions as a mitigating factor. Research implication: The findings provide valuable insights for marketers to implement ethical scarcity-based strategies while encouraging responsible consumer behaviour among K-Pop fans.

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