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All Journal Jurnal Bisnis dan Manajemen JAM : Jurnal Aplikasi Manajemen JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Pengabdian Masyarakat IPTEKS Jurnal Performa : Jurnal Manajemen dan Start-up Bisnis Telaah Bisnis JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal Of Human And Education (JAHE) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat)
Dewi Mustikasari Immanuel
Universitas Ciputra
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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THE IMPACT OF PRODUCT DESCRIPTION OF INVOLVEMENT PLATFORM TOWARDS PURCHASE INTENTION AT ONLINE STORES ON THE MARKETPLACE PLATFORM Immanuel, Dewi Mustikasari; Peter, Yosef
Jurnal Aplikasi Manajemen Vol. 20 No. 4 (2022)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2022.020.04.08

Abstract

This quantitative method research aims to determine whether the product description influences purchase intention, with the mediation of enduring and situational involvement as part of platform involvement. This research is based on the Theory of Planned Behavior (TPB), Involvement theory, and previous research on product description, platform involvement, and purchase intention on online platforms. The number of samples in this study was 95 respondents, with the determination of the sample using a purposive sampling technique, with the respondent’s criteria being online consumers who had made transactions on the Tokopedia and Shopee marketplace platforms. The data analysis method is structural equation modelling Partial Least Square (SEM-PLS) with SmartPLS 3.3.7 software. The results of this study indicate that product description can positively and significantly affect enduring and situational involvement. However, the mediation between the product description and purchase intention is only fully found on the situational involvement variable, while enduring involvement does not affect purchase intention. It is different from the results of previous studies, which stated that enduring and situational involvement influence purchase intention. The implications for further researchers, it is recommended to reuse enduring involvement and purchase intention variables and other variables that can lead to enduring involvement concerning consumer purchase intention. Different types of products, populations, and analytical models, can be used to conduct further research to provide a more complete and appropriate description and data.
The Eclipsing Phenomenon in Celebrity Endorsement, Emotional Response, Purchase Intention Based on the Stimulus-Organism-Response Theory Sumaji, Yoseva Maria Pujirahayu; Kaihatu, Thomas Stefanus; Sutanto, Verrell; Toreh, Fabio Ricardo; Immanuel, Dewi Mustikasari; Azizurrohman, Muhammad
Jurnal Aplikasi Manajemen Vol. 22 No. 1 (2024)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2024.022.01.04

Abstract

An advertisement must pay attention to the concepts and strategies in advertising because the use of this endorser can be a double-edged knife for the brand. In the vampire effect phenomenon, celebrity endorsers can potentially overshadow the brand so that the audience focuses only on the celebrity, not the brand. Specifically, the phenomenon of a brand that the celebrity endorser overshadows is called high eclipsing an endorsement, and vice versa for the phenomenon of low eclipsing. This research was conducted to develop a framework that discusses the eclipsing phenomenon in celebrity endorsement in the context of stimulus-organism-response (SOR) theory. The participants in this study were undergraduate students in a department at a well-known university in Surabaya. The characteristics of the Participants are domiciled in Surabaya and are between 18-24 years old. Through this study, we can find out how consumers' emotional response is formed when faced with high- and low-eclipsing advertisement stimuli. In addition, this study will also discuss how the differences in purchase intentions are formed from these two different eclipsing endorsement stimuli. The research indicates a significant positive effect between exposure to advertising content featuring both high-eclipsing (HE) and low-eclipsing (LE) celebrity endorsements and emotional response (EM). It implies that leveraging celebrities in advertisements, regardless of their eclipsing status, can evoke a heightened emotional response from the audience. The study suggests a noteworthy association between exposure to advertising content containing celebrity endorsements (CE) and increased purchase intention (PI). Consumers are more likely to desire to purchase a product or service when it is endorsed by a celebrity, indicating the potential effectiveness of this marketing strategy.
PRICE PERCEPTION: EFFECT OF COUPON PRONENESS AND SALE PRONENESS ON CONSUMER IMPULSE BUYING Immanuel, Dewi Mustikasari; Mustikarini, Carolina Novi
Jurnal Aplikasi Manajemen Vol. 16 No. 1 (2018)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (153.624 KB) | DOI: 10.21776/ub.jam.2018.016.01.07

Abstract

The purpose of this research is to find out the consumer’s price perception by considering two factors, namely coupon proneness and sale proneness in order to know its influences on impulse buying of the consumer from one of the biggest department store retail company in Surabaya. Then, the researcher needs to take 385 respondents, which are taken from the infinite population of the department store’s consumer by utilizing questionnaire as a research instrument.The research is quantitative with the data analysis applies multiple regressions by using SPSS program. By the research, the researcher applies independent and dependent variables. The independent variable consists of coupon proneness and sale proneness. The dependent variable consists of impulse buying. The result of the research shows that there is a simultaneous effect of coupon proneness and sale pronenesstowardimpulse buying, however, there is no significant partially effect of sale proneness towards impulse buying. There are also many factors besides coupon proneness and sale proneness which also influence consumer impulse buying.
FOMO, Materialism and the Gen Z Shopping Behavior: The Impact on Online Impulse Buying and Post-Purchase Regret (With a Gender Perspective) Charles, Clivyne Eugenia; Immanuel, Dewi Mustikasari
Jurnal Aplikasi Manajemen Vol. 23 No. 1 (2025)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2025.023.1.08

Abstract

Online buying patterns have changed dramatically as e-commerce, especially among Generation Z, and the growing influence of digital revolutions rapidly rise. Studies indicate that 72% of Indonesian Gen Z consumers prefer Shopee due to its personalized promotions and interactive shopping features. The urgency of this study results from the growing awareness that materialism and psychological elements like Fear of Missing Out (FOMO) significantly affect impulsive buying decisions, which frequently cause post-purchase dissonance. Given Gen Z's predominance in online purchasing and their significant exposure to digital promotions, it is imperative to investigate the underlying psychological factors behind impulse buying and consequent regret. This study analyzes the effect of FOMO and Materialism on online impulsive buying and post-purchase dissonance, taking gender as the moderating variable. Using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) to examine responses from 444 Gen Z consumers in Indonesia, chosen via purposive sampling, the study takes a quantitative approach. To offer a relevant and contextualized study, the paper centers on Shopee, one of the top e-commerce systems in Indonesia. It is observed that R² explains 62.6% of online impulse buying and 27.1% of post-purchase dissonance, hence showing that the strength of the model is good. The findings support the fact that FOMO and materialism have a significant influence on online impulse buying, which then leads to post-purchase dissonance. Online impulse buying also acts as a mediator, enhancing the effect of FOMO and materialism on post-purchase dissonance. This study did not find any appreciable influence of gender in these interactions. Practical implications are that strategic marketing efforts must be developed to manage consumer expectations and minimize dissonance by offering better post-purchase support systems.
Digital Marketing Strategy and Its Influence on Consumer Purchasing Decisions at Kopi Kenangan Surabaya: The Mediating Role of Brand Awareness Kontarya, Fidel Jonathan; Kairupan, Daniel Joel Immanuel; Immanuel, Dewi Mustikasari
Telaah Bisnis Vol. 26 No. 2 (2025): December 2025
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/tb.v26i2.650

Abstract

Advances in digital technology have driven significant changes in the way consumers access information and make purchasing decisions. This study aims to examine the influence of digital marketing in purchasing decisions, considering brand awareness as a mediating variable. The research approach used was quantitative with a descriptive associative method. Primary data was collected through questionnaires administered to 110 respondents who met the criteria used in this study was Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 4 software. The results of the analysis indicate that digital marketing has a positive and significant influence on brand awareness and purchasing decisions. Furthermore, brand awareness was also shown to have a significant influence on purchasing decisions and can act as a mediating variable, bridging the relationship between digital marketing and purchasing decisions. These findings indicate that appropriately implemented digital marketing strategies can increase consumer awareness of a brand, ultimately impacting consumer purchasing decisions.
WHAT INFLUENCE BUYING IMPULSIVENESS AND COMPULSIVE BEHAVIOUR? STUDY FROM GEN Z ONLINE STREAMERS AT JAVA ISLAND Yuli Kartika Dewi; I Bagus Yosia Wiryakusuma; Carrissa Belluci; Beatrice Michelle Vallerie; Dewi Mustikasari Immanuel
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 13 No 1 (2026): JMBI UNSRAT Volume 12 Nomor 3
Publisher : Magister Manajemen Program Pasca Sarjana Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v13i1.66389

Abstract

Influence is a word that means in moving a person to do something. The existence of the influence of social information that develops in the world of technology is rapidly accompanied by the influence of social norms that develop among the community to form a mindset that leads to customer behaviour in making purchase decisions. In this study, online buying behaviour was examined as a mediating variable that leads to more simultaneous and stronger compulsive buying among customers. This study involved 126 respondents who actively watched and made purchases through the TikTok and Shopee live streaming methods. The data was processed using Smart-PLS and it was found that there was a positive and significant relationship between information social influence (ISI) and Normative Social Influence (NSI) affecting the mediating variable Online Buying Impulsiveness (OBI). However, NSI does not have a significant effect on dependent variable Compulsive Buying, in contrast to a significant ISI, which affects CB directly. These findings reinforce previous research on the role of Online Buying Behaviour as a mediating variable.
Hooked in Seconds: How Content Quality and Engagement Trigger Gen Z’s Impulse Buying Online Chelsea Patricia Suryanto; Dewi Mustikasari Immanuel
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6466

Abstract

This study discusses how the experience of watching short video content influences the dimensions of digital content experience, namely entertainment, education, escapism, and esthetic on pleasure that will impact online impulsive buying behavior among Generation Z consumers. With the continued growth of the short video business, it is crucial to understand how visual, educational, and entertaining content affects consumer emotions. This study uses a quantitative research design with a structured online survey that was distributed to 389 Generation Z respondents aged 18–28 years. The measurements consisted of six constructs: Entertainment Experience, Educational Experience, Escape Experience, Esthetic Experience, Pleasure, and Online Impulsive Buying, which were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all dimensions of digital content experience significantly increase pleasure, with Esthetic Experience having the strongest effect, followed by Educational, Entertainment, and Escape Experiences. Satisfaction, in general, acts as a strong mediator in linking the experience of enjoying content with online impulsive buying behavior. Furthermore, pleasure has a strong and significant effect on online impulsive buying behavior, indicating a central role in translating content experience into purchasing. These findings suggest that Generation Z's impulsive buying is primarily driven by emotional responses formed through visually attractive, informative, and entertaining content generated by short video content that is visually and educationally appealing.  
Co-Authors Agatha Belinda Amelia Valentina Hartono Audrina, Sheila Okthalia Azizurrohman, Muhammad Beatrice Michelle Vallerie Carrissa Belluci Charles, Clivyne Eugenia Chelsea Patricia Suryanto Christina Sudyasjayanti Christopher Santoso Daniel Joel Immanuel Kairupan I Bagus Yosia Wiryakusuma Ichwandi, Valencia Novita Indrawan Wijaya, Hartono Irantha Hendrika Kenang Kasuma, Putri Ayu Kontarya, Fidel Jonathan Krismi Budi Sienatra Liliana Dewi Mariana Merlin Meilina Boediono Metta Padmalia Mustikarini, Carolina Novi Peter, Yosef Risky Yoanina Stefany Romauli Nainggolan S., Alexandria Bianda H. Sherin Brigitta Yuwono Sonata Christian Sutanto, Verrell Thereza May Thomas Stefanus Kaihatu Toreh, Fabio Ricardo Vidya Pitaloka Williams Louis Aditya Yoseva Maria Pujirahayu Sumaji Yuli Kartika Dewi