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R. Nurafni Rubiyanti
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Nursing Public Health Social Sciences Transportation Other

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The Service Quality and Brand Trust Toward Purchase Decisions the Mediating Role of Customer Satisfaction : A Conceptual Paper Fahmi Renaldy Azzam; Arry Widodo; Anita Silvianita; Nurafni Rubiyanti
International Journal of Integrative Sciences Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i5.9208

Abstract

This research analyzes the relationship between service quality and brand trust through customer satisfaction regarding purchase decisions with a sample of Bandung people who know and have bought Crocs products at Shopee. This research method is Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach, using the help of SmartPLS 3.0 software. This research shows an influence between service quality and brand trust on purchase decisions through customer satisfaction. Customer satisfaction mediates between service quality, brand trust, and purchase decisions. This research has several implications for companies that pay attention to service quality and build brand trust to create customer satisfaction, which impacts increasing purchase decisions
Analysis of Factors Affecting Impulse Buying on Shopee and TikTok Live Shopping Platforms: A Conceptual Paper Helda Widyarani Lutviari; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
International Journal of Integrative Sciences Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i5.9346

Abstract

The presence of live shopping on e-commerce platforms such as Shopee and TikTok has created a new trend called impulse buying, where customers make purchases spontaneously and without prior planning. Based on trend analysis, several factors have been identified as influences on impulse buying in live shopping, namely Fear of Missing Out (FOMO), Scarcity message, Shopping Lifestyle, Price Discount, and Perceived Enjoyment. This study aims to evaluate the impact of these variables on impulse buying behavior on the Shopee Live and TikTok Live live shopping platforms. The research sample will consist of consumers who have made impulse purchases while watching live shopping on both platforms. This research uses a quantitative approach with the Structural Equation Modeling (SEM) method and the Partial Least Square (PLS) approach using SmartPLS 3.0 software. It is hoped that this research can provide new insights in understanding the phenomenon of impulse buying on Shopee Live and TikTok Live live shopping, and provide recommendations for live shopping platforms to improve their marketing strategies to increase impulse buying
Hyper-personalization in Social Media Marketing (Conceptual Framework) Nurhayati, Lina; Widodo, Arry; Silvianita, Anita; Rubiyanti, Nurafni
International Journal of Integrative Sciences Vol. 3 No. 5 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i5.9382

Abstract

This study aims to analyze the relationship between social media marketing, attitude, subjective norm, perceived ease of use, perceived usefulness, behavior intention, and purchase behavior using a correlational approach. The sample population consists of Tiktok and Shoppe application users selected by purposive sampling method. The sample consists of generation Z who have seen live Shoppe and Tiktok, with domicile in Bandung. The Partial Least Squares (PLS) approach to Structural Equation Modeling (SEM) is used to analyze the collected data. The results showed that social media marketing has a significant positive influence on attitude, subjective norm, perceived ease of use, and perceived usefulness. Attitude, subjective norm, perceived ease of use, and perceived usefulness also have a significant positive influence on behavior intention. In the end, behavior intention has a significant positive influence on purchase behavior. In conclusion, social media marketing plays an important role in shaping attitudes, subjective norms, perceived ease of use, and perceived usefulness that will affect behavior intention and purchase behavior. Companies must take advantage of features available on social media, such as live Shoppe and Tiktok, and provide relevant and interesting content for consumers. In addition, companies must also pay attention to consumer preferences and needs in promoting products or services promoted through social media
PENGARUH BRAND EXPERIENCE DAN BRAND PERSONALITY TERHADAP REPURCHASE INTENTION PRODUK ESQA COSMETICS Kustiwan, Choirunnisa Luthfiyah; Rubiyanti, Nurafni
Jurnal Administrasi Bisnis Vol. 20 No. 1 (2024)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v20i1.7703.1-15

Abstract

The cosmetics market is growing rapidly with innovation, influenced by lifestyle trends. Dependence on the use of cosmetics has become a daily habit, especially for generation Z women, who are considered important by the environment around them. This research aims to determine the influence of brand experience and brand personality on repurchase intention for ESQA Cosmetics. The research method used in this research is a quantitative method with a descriptive-causality type of research. Sampling was carried out using a non-probability sampling technique used, namely purposive sampling, a total of 346 consumer respondents who had used or purchased ESQA Cosmetics products among generation Z in Bandung City. The data analysis technique used was descriptive analysis and multiple linear regression analysis. The results of this research show that there is a significant influence between brand experience on repurchase intention on ESQA products and there is a significant influence between brand personality on repurchase intention on ESQA Cosmetics. Then brand experience and brand personality simultaneously have a significant effect on repurchase intention at ESQA Cosmetics. The contribution of influence from the brand experience and brand personality variables influences the dependent variable repurchase intention.
ELECTRONIC WORD OF MOUTH ANDA RELIGIOSITY ON PURCHSE INTENTION: THE MODERATING ROLE OF BRAND HATE AMONG STARBUCKS CONSUMERS IN INDONESIA Shilmy Diyani; Putu Nina Madiawati; Nurafni Rubiyanti
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.1849

Abstract

The emergence of consumer boycotts driven by socio-political issues reflects a fundamental shift in consumer behavior in the digital era. In Indonesia, a country characterized by high religiosity and extensive social media engagement, the rapid dissemination of negative information through electronic word of mouth (e-WOM) can trigger strong emotional reactions toward brands. Starbucks Indonesia represents a salient case in which the brand became associated with the Israel–Palestine conflict, generating moral debates, religious sentiments, and intense brand-related hostility in digital spaces. In this context, consumers act not merely as rational economic actors, but as moral agents whose purchasing decisions are influenced by deeply held values and beliefs. This study aims to examine the effects of e-WOM and religiosity on purchase intention, with brand hate serving as a moderating variable among Starbucks consumers in Indonesia. Specifically, the research investigates how exposure to negative online narratives and consumers’ religiosity shape emotional responses in the form of brand hate, and how these responses influence purchasing intentions within a boycott context. A quantitative research design was employed using a survey method targeting Starbucks consumers in Indonesia who were aware of the boycott related to the Israel–Palestine conflict. Data were collected through structured questionnaires and analyzed using structural equation modeling to assess both direct and indirect relationships among variables, including the moderating role of brand hate. This approach enables a comprehensive understanding of the psychological and behavioral mechanisms underlying consumer responses to value-laden and morally sensitive issues. The findings reveal that electronic word of mouth has a significant effect on purchase intention. Religiosity also influences purchase intention, both directly and indirectly through the formation of brand hate. Moreover, brand hate significantly moderates the relationship between e-WOM and purchase intention, such that higher levels of brand hate intensify the decline in consumers’ willingness to purchase. These results highlight the critical role of morally driven negative emotions in explaining reduced purchase intention during boycott movements. This study contributes theoretically by extending consumer behavior literature through the integration of digital communication, religiosity, and negative brand emotions within a single conceptual framework. Practically, the findings suggest that global brand managers should adopt culturally and religiously sensitive communication strategies and proactively manage digital narratives to mitigate the escalation of brand hate amid socio-political controversies.
THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE TO PURCHASE INTENTION THROUGH BOYCOTT PARTICIPATION AS MODERATION VARIABLE ON ROSE ALL DAY COSMETICS’s BRAND Clarisa Salsabila; Putu Nina Madiawati; Rd. Nurafni Rubiyanti
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 1 (2026): Vol. 3 No. 1 Edisi Januari 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i1.1929

Abstract

This study examines the influence of social media marketing and brand image on purchase intention, with consumer boycott participation incorporated as a moderating variable, using Rosé All Day Cosmetics as the empirical context. Grounded in the Stimulus–Organism–Response (S-O-R) framework, a quantitative approach was employed by collecting survey data from 385 consumers in Jabodetabek and Bandung City areas, which were analyzed using PLS-SEM. The results reveal that both social media marketing and brand image have positive and significant effects on purchase intention. However, boycott participation does not moderate the relationship between social media marketing and purchase intention, while it exerts a significant negative moderating effect on the relationship between brand image and purchase intention. These findings suggest that although digital marketing and brand image remain key drivers of consumer purchase intention, moral and social considerations reflected in boycott participation can weaken the effectiveness of brand image in influencing consumer decisions. This study contributes to the literature by highlighting the contextual role of consumer boycotting in shaping marketing effectiveness within the digital beauty industry in emerging markets.
Chatbot Adoption in Indonesian Banking: Exploring the Roles of Trust and Corporate Reputation Kumalasari, R. Amalina Dewi; Rubiyanti, R. Nurafni; Akbar, Aldi; Miftahuddin, Asep
JSHP : Jurnal Sosial Humaniora dan Pendidikan Vol 10, No 1 (2026)
Publisher : Pusat Penelitian dan Pengabdian kepada Masyarakat Politeknik Negeri Balikpapan.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32487/jshp.v10i1.2800

Abstract

The advancement of artificial intelligence (AI) has significantly transformed the financial services sector, particularly in banking. One of the most widely adopted applications is the chatbot, which enables banks to deliver faster, more efficient, and responsive customer service through automated interactions. Despite its growing implementation, public acceptance of chatbot technology remains varied. Users tend to evaluate these systems not only based on how useful or easy they are to use, but also on how much they trust the system and the organization behind it. This study explores the factors that drive users’ behavioral intention to use banking chatbots by modifying the Technology Acceptance Model (TAM) to incorporate trust in the chatbot system and corporate reputation. The model incorporates perceived ease of use, perceived usefulness, trust in chatbot, and corporate reputation. Data were gathered through an online survey involving 111 respondents who had prior experience using banking chatbot services. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal that perceived ease of use significantly predicts perceived usefulness, while corporate reputation strongly influences trust. Furthermore, both perceived usefulness and trust are found to be significant predictors of behavioral intention to use banking chatbots. Trust also exerts a notable effect on perceived usefulness. These findings suggest that fostering user trust and managing institutional reputation are critical in promoting the sustainable adoption of AI-driven financial technologies. Banks are encouraged to focus not only on improving the technical features of chatbot systems but also on strengthening their credibility and transparency to enhance user confidence and perceived utility
Pengaruh Authenticity of Conversation, Perceived Enjoyment, Privacy Concerns, dan Service Quality Terhadap User Satisfaction Chatbot di Tokopedia Aulia, Aisy; Rubiyanti, R. Nurafni
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penggunaan chatbot dalam e-commerce seperti Tokopedia semakin meningkat untuk mendukung efisiensi layananpelanggan. Namun demikian, tingkat kepuasan pengguna tetap ditentukan oleh berbagai faktor. Penelitian ini bertujuanuntuk mengkaji pengaruh Authenticity of Conversation, Perceived Enjoyment, Privacy Concerns, dan Service Qualityterhadap User Satisfaction chatbot Tokopedia, dengan pendekatan Uses and Gratifications Theory. Penelitian inimenggunakan metode kuantitatif deskriptif melalui penyebaran kuesioner online kepada 110 responden yang merupakanpengguna chatbot Tokopedia. Data diolah dengan analisis regresi linier berganda menggunakan bantuan SPSS 27. Hasilpenelitian mengindikasikan bahwa secara parsial, variabel Authenticity of Conversation, Perceived Enjoyment, dan ServiceQuality berpengaruh positif dan signifikan terhadap User Satisfaction, sedangkan Privacy Concerns tidak menunjukkanpengaruh yang signifikan. Secara simultan, keempat variabel memiliki pengaruh signifikan terhadap kepuasan penggunadengan nilai koefisien determinasi (R²) sejumlah 40,5%. Temuan ini menegaskan pentingnya percakapan yang autentik,pengalaman yang menyenangkan, dan layanan berkualitas dalam membentuk kepuasan pengguna chatbot Tokopedia.Kata Kunci: Chatbot, Uses and Gratifications, Authenticity of Conversation, Perceived Enjoyment, Privacy Concerns,Service Quality, User Satisfaction.
Pengaruh Fashion Innovativeness, Electronic Innovativeness, dan Trust on Online Shopping terhadap Online Purchase Intention Produk Hijab Lafiye (Studi pada TikTok Shop) Sari, Putri Puspita; Rubiyanti, Rd. Nurafni
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Industri fashion di Indonesia, khususnya dalam segmen modest fashion, mengalami pertumbuhan pesat, didorong olehpreferensi konsumen terhadap produk lokal dan tingginya permintaan di sektor social commerce. TikTok Shop, sebagaiplatform social commerce, menjadi saluran dominan untuk berbelanja daring, menawarkan pengalaman belanjainteraktif dengan fitur live shopping dan video pendek. Lafiye, salah satu merek hijab lokal, berhasil memanfaatkanTikTok Shop untuk memperluas jangkauan pasar dan meningkatkan penjualannya, dengan menunjukkan tinggiengagement dan ulasan positif dari konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh fashioninnovativeness, electronic innovativeness, dan trust on online shopping terhadap online purchase intention produk hijabLafiye di platform TikTok Shop, mengingat keterbatasan kajian yang menghubungkan ketiga variabel tersebut dalamsocial commerce. Dalam dunia yang semakin terkoneksi secara digital, pemahaman mengenai faktor-faktor yangmendorong niat beli konsumen, khususnya dalam pasar fashion muslimah, sangat penting untuk membantu perusahaanmenghadapi persaingan yang ketat di platform digital. Metode penelitian yang digunakan adalah metode kuantitatifdengan teknik analisis data menggunakan pendekatan deskriptif dan asosiatif menggunakan Partial Least Squares -Structural Equation Modeling (PLS-SEM). Teknik pengambilan sampel yang digunakan adalah purposive sampling, dimana sampel dipilih berdasarkan kriteria individu yang pernah membeli produk hijab Lafiye melalui TikTok Shop.Data dikumpulkan menggunakan kuesioner online yang disebarkan melalui media sosial sebanyak 385 responden.Pengukuran variabel dalam penelitian ini menggunakan skala Likert. Hasil penelitian menunjukkan bahwa fashioninnovativeness memiliki pengaruh positif dan signifikan terhadap online purchase intention, electronic innovativenessmemiliki pengaruh positif dan signifikan terhadap online purchase intention, dan trust on online shopping memilikipengaruh positif dan signifikan terhadap online purchase intention.Kata Kunci: electronic innovativeness, fashion innovativeness, trust on online shopping, online purchase intention
Pengaruh Product Quality Dan Brand Image Terhadap Customer Satisfaction Parfum Hmns Di Kota Bandung Arifin, Novitrio Ramadhan; Rubiyanti, Rd.Nurafni
eProceedings of Management Vol. 12 No. 6 (2025): Desember 2025
Publisher : eProceedings of Management

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Abstract

Tujuan dilaksanakannya penelitian ini yaitu menganalisis customer satisfaction yang dipengaruhi oleh brand imagedan product quality. Latar belakang penelitian didasari oleh pertumbuhan industri parfum lokal yang kompetitif sertapentingnya kepuasan pelanggan dalam mempertahankan loyalitas dan memperluas pangsa pasar. Metode yangdiimplementasikan dalam penelitian berupa kuantitatif dengan teknik pengumpulan datanya berbasis kuesioner.Adapun subjek penelitiannya adalah pengguna parfum HMNS di Kota Bandung. Lalu model analisis datanyamenerapkan uji regresi linear berganda, analisis deskriptif, uji validitas, dan reliabilitas. Berdasarkan analisis datadidapatkan 40% brand image dan 34,6% product quality memengaruhi customer satisfaction secara signifikan.Adapun secara simultan memberikan kontribusi sebesar 75%. Temuan ini menegaskan bahwa peningkatan kualitasproduk dan penguatan citra merek menjadi strategi utama dalam menciptakan kepuasan pelanggan yang berkelanjutandi industri parfum lokal. Penelitian ini memberikan implikasi praktis bagi pelaku industri parfum untuk fokus padainovasi produk dan pembangunan brand image yang konsisten guna mempertahankan dan meningkatkan kepuasanserta loyalitas pelanggan.Kata Kunci: Product Quality, Brand Image, Customer Satisfaction
Co-Authors Ade Irma Susanty Adib Alfikry Adji, Sapto Bayu Afifa Syafa Nabila Afwa, Intan Lailya Ahmad, Mokhtarrudin Aji Pratama, Aditya Akhmad Yunani Aldi Akbar Alfarisy, Ghifary Alfayza Diva Azra Amalia Nursyamsiah Anita Silvianita Apriani, Palensia Ririn Aprilia Diahayu Ningtias Arianto, Mahdar Arifin, Novitrio Ramadhan Arry Widodo Arya, Gusti Ayu Agung Deviana Aulia, Aisy Azhar Humaira Syabani Aznul Fazrin bin Abu Sujak bin Abu Sujak, Aznul Fazrin Cahyani, Made Gita Dwi Candra Wijayangka Citra Kusuma Dewi Citra, Khansa Fairuz Clarisa Salsabila De Silva, Muh.Janward Sawanawadu Dematria Pringgabayu Desianti Ramadhan, Putri Dinda Aulia Rahmah Dinda Azzahra Diva, Sherren Aurakhania Dudi Pratomo Ellyne Annida Pramesti Eva Nurhazizah Fadhilah, Farah Nur Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fajrin Subhan Citalaksana Fanisa Tris Wandani Farah Alfanur Farah Oktafani Fathya Febrina Faza Fatizah Amanda Fazrin bin Abu Sujak, Aznul Feldihan, Vitto Fitriani Nur Utami Galih Adhi Prayogo Ghina Alya Audina Ghulam Ilmam H Gita Indah Hapsari Gunawan, Hajid Gunawan, Kusuma Pertiwi Praja Gusfi, Dhiya Athaya Gustano, Yasmine Putri Helda Widyarani Lutviari Herlambang, Kenanga Arumndalu Herra Azzahro, Dhyvha Hidayanti, Salsawinnie Indira Rachmawati Irma Mardiana Islami, Avrillia Putrie Jonneli, Halimah Husna Khairani, Dira Kristiana, Arisqa Adira Kumalasari, Amalina Dewi Kustiwan, Choirunnisa Luthfiyah Kusuma, Tatiana Lestari, Finka Lianto, Fazrian Mahendra Fakhri Mahir Pradana Mangsor, Miza Mardiana, Irma Mardiana, Irma Marsha Adilla Rahmani Mia Rosmiati Miftahuddin, S.Si.,MAB., asep Muhammad Luthfi Musa, Hussein Gibreel Nabilla, Zulfa Nathania, Geovanni Nikita Salsabila Salsabila Nurhayati, Lina Nurul Aulia Ramadhina Pangestu, Satiti Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramesti, Ellyne Annida Pramuditha, Salsabillah Putri Rizky Amanda Prasetyo, Rizky Bimo Pratama, Rifky Rezky Pratama, Taufik Wira Pulungan, Sarah Fadilla Purwandani, Meirissa Putri Puspita sari Putu Nina Madiawati Qulby, Fariha Lainy R. Amalina Dewi Kumalasari Rafiansyah, Muhammad Rafli, Muhamad Rahmat, Dafrian Nur Raja Razali, Raja Razana Ramadhani, Moch. Romy Ramadina, Tarisya Rizki  Rania Salsabila Ratih Hendayani Rifky Rezky Pratama Rima Mahmuda Said, Muhammad Abiriandy Salsabila, Rania Salsabila, Sabrina Fitri Saragih, Romat Sari, Mutiara Kusuma Setiawan, Ragil Restu Shaomi Fujiyanti Amalia Sherly Artadita Shilmy Diyani Shofiyah Rahmah Muthmainnah Sihombing, Reni Pratiwi Silviannita, Anita Simamora, Indah br Sukmaningrum, Via Ayu Suryadi, Putri Adellia Tarandhika Tantra Tharissa Kesturi Trisha Gilang Saraswati Ulfa Azizah, Ulfa Wahyu Anggoro, Febrian Setyo Yasmine Putri Gustano Yuhana Astuti Yulia Nur Hasanah Zahid, Azham Zulfa, Chofifah