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All Journal Jurnal Administrasi Bisnis Jurnal Media Wahana Ekonomika Jurnal Bisnis dan Manajemen Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) SEIKO : Journal of Management & Business OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Almana : Jurnal Manajemen dan Bisnis Jambura Economic Education Journal The International Journal of Business Review (The Jobs Review) JURNAL MANAJEMEN Kumawula: Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis JIIP (Jurnal Ilmiah Ilmu Pendidikan) Charity : Jurnal Pengabdian Masyarakat Sawala : Jurnal pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat Jurnal Ekonomi Efektif Jurnal Ilmiah Wahana Pendidikan Prosiding Konferensi Nasional PKM-CSR East Asian Journal of Multidisciplinary Research (EAJMR) Formosa Journal of Multidisciplinary Research (FJMR) Formosa Journal of Applied Sciences (FJAS) Jurnal ADAM : Jurnal Pengabdian Masyarakat Journal of International Conference Proceedings Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Integrative Sciences eProceedings of Management International Journal of Scientific Multidisciplinary Research (IJSMR) Indonesian Journal of Interdisciplinary Research in Science and Technology (MARCOPOLO) Jurnal Pengabdian Kepada Masyarakat Jurnal Informatika Ekonomi Bisnis Enrichment: Journal of Multidisciplinary Research and Development Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Indonesia : Manajemen Informatika dan Komunikasi In Search (Informatic, Science, Entrepreneur, Applied Art, Research, Humanism) Multidisciplinary Indonesian Center Journal Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
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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Pengaruh Electronic Word Of Mouth Terhadap Purchase Intention Pada Produk N’Pure Yang Dimediasi Berdasarkan Attitude di Indonesia Khairani, Dira; Rubiyanti, Raden Nurafni
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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Abstract

AbstrakIndustri kecantikan berkembang pesat, didorong oleh kesadaran akan pentingnya perawatan diri, tren gaya hidup sehat, danproduk inovatif berkelanjutan. Meski banyak produk kecantikan tersedia, edukasi tentang manfaat perawatan kulit masihdiperlukan. Electronic word of mouth memiliki dampak langsung terhadap purchase intention, sehingga perusahaan perlumengoptimalkan fitur komentar dengan menyediakan informasi yang relevan dan tidak perlu disaring terlebih dahulu bahwae-WOM memiliki pengaruh yang lebih besar dibandingkan dengan strategi pemasaran dan periklanan lainnya.Penelitian inimenggunakan SEM PLS dimana jumlah responden 401. Hasil analisisnya berupa Hasil penelitian (e-WOM) memilikipengaruh positif dan signifikan terhadap purchase intention, e-WOM juga berpengaruh signifikan terhadap attitude , attitudememiliki pengaruh positif dan signifikan terhadap purchase intention dan e-WOM berpengaruh signifikan terhadap purchaseintention melalui mediasi attitudeKata Kunci: Electronic Word Of Mouth,Purchase Intention,Attitude
Pengaruh Kepercayaan Merek dan Promosi Terhadap Keputusan Pembelian Glad2Glow di Kota Bandung Gunawan, Kusuma Pertiwi Praja; Rubiyanti, R. Nurafni
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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Penelitian ini memiliki tujuan guna memahami ada tidaknya pengaruh kepercayaan merek dan promosi merekGlad2Glow pada putusan beli di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan tujuanasosiatif kausal serta desain penelitian deskriptif. Data dikumpulkan dengan menyebarkan kuesioner kepada 160 orangresponden yang merupakan pengguna merek Glad2Glow, dan berdomisili di Kota Bandung. Purposive samplingadalah teknik pengambilan sampel non-probabilitas. Temuan menunjukkan, secara parsial dan bersamaan, pembelianproduk Glad2Glow dipengaruhi positif serta signifikan oleh kepercayaan merek dan iklan. Dengan hasil uji 2 dengan memperoleh nilai 25,3%. Oleh karena itu, al ini mengindikasikan bahwa terdapat pengaruh kepercayaan merek serta promosi terhadap putusan pembelian Glad2Glow di Kota Bandung sebesar 25,3% serta 74,7% sisanya dipengaruhi variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Kepercayaan Merek, Promosi, Keputusan Pembelian
Pengaruh Kualitas Pelayanan Terhadap Repurchase intention Pelanggan di Yoga Nature Class Podomoro Melalui Kepuasan Pelanggan Salsabila, Sabrina Fitri; Rubiyanti, R. Nurafni
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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AbstrakPenelitian ini bertujan untuk menganalisis pengaruh kualitas pelayanan terhadap repurchase intention pelanggan diYoga Nature Class Podomoro melalui kepuasan pelanggan. Strategi penelitian ini menggunakan metode kuantitatifdeskriptif. Populasi studi ini ialah pelanggan Yoga Nature Class Podomoro yang pernah berkunjung setidaknya satuhingga dua kali sehingga dikumpulkan 100 sampel menggunakan pendekatan non-probability sampling berdasarkanrumus Cochran. Penelitian ini memakai teknik analisis Structural Equation Modelling-Partial Least Square (SEMPLS) kemudian diolah menggunakan aplikasi SmartPLS Versi 4.0. Hasil tinjaun penelitian ini Yoga Nature ClassPodomoro menunjukkan bahwa kualitas pelayanan positif dan berpengaruh signifikan terhadap kepuasan pelanggan,kualitas pelayanan positif dan berpengaruh signifikan terhadap minat beli pelanggan, kepuasan pelanggan positif danberpengaruh signifikan terhadap repurchase intention, serta kualitas pelayanan positif dan berpengaruh signifikanterhadap repurchase intention dimediasi oleh kepuasan pelanggan. Kata Kunci: Pemasaran, Kualitas Pelayanan, Kepuasan Pelanggan, Repurchase intention
Boikot atau Setia? Konsumen Starbucks di Tengah Krisis Nilai Hidayanti, Salsawinnie; Rubiyanti, R. Nurafni
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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AbstrakPenelitian ini menganalisis pengaruh religiusitas terhadap keputusan boikot konsumen terhadap Starbucks diIndonesia serta dampaknya terhadap persepsi merek, dengan loyalitas merek sebagai variabel moderator. Menggunakanpendekatan kuantitatif, data dikumpulkan melalui survei terhadap 150 konsumen Starbucks dan dianalisis dengan SEM-PLSmenggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa religiusitas berpengaruh positif dan signifikan terhadapkeputusan boikot, namun loyalitas merek tidak memoderasi hubugan tersebut. Selain itu, keputusan untuk memboikotberdampak negatif terhadap persepsi merek. Temuan ini memberikan wawasan bagi perusahaan dalam mengelola risikoreputasi dan strategi mitigasi dalam menghadapi isu sosial-politik, serta membantu pemangku kepentingan memahamiperilaku konsumen dalam konteks geopolitik sensitif. Kata Kunci- Religiusitas, loyalitas merek, keputusan boikot, persepsi merek, Starbucks
Pengaruh User Brand Involvement Terhadap Brand Loyalty Spotify Pada Kalangan Gen Z di Kota Bandung Dengan Brand Trust Sebagai variabel Mediasi Said, Muhammad Abiriandy; Rubiyanti, Rd. Nurafni
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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Kebiasaan mengonsumsi musik telah berubah secara signifikan seiring dengan kemajuan teknologi digital, terutamadengan munculnya layanan streaming berbasis cloud seperti Spotify. Banyak kalangan, termasuk Generasi Z di KotaBandung, tertarik dengan platform ini karena menyediakan akses mudah ke musik tanpa batas kapan saja dan darimana saja. Namun, Spotify menghadapi kesulitan dalam menumbuhkan loyalitas pengguna di tengah persaingan yangsemakin ketat di sektor streaming musik. Keterlibatan Merek Pengguna (User Brand Involvement) dan KepercayaanMerek (Brand Trust) merupakan dua variabel yang berkontribusi pada tingkat loyalitas merek (Brand Loyalty) yanglebih tinggi.Untuk mengetahui bagaimana keterlibatan pengguna dapat mendorong loyalitas mereka terhadap platform Spotify inipada kalangan Gen Z di Kota Bandung, penelitian ini menggunakan metode penelitian kuantitatif dengan metode nonprobability sampling dengan jenis purposive sampling. Penelitian ini menggunakan SmartPLS versi 4.1.0.9 danmelibatkan 299 responden. Tujuan penelitian ini adalah menganalisis pengaruh User Brand Involvement terhadapBrand Loyalty Spotify dengan Brand Trust sebagai variabel mediasi.Pengujian validitas, pengujian reliabilitas, analisis deskriptif, analisis SEM, analisis PLS, pengujian mediasi, danpengujian hipotesis semuanya merupakan bagian dari proses analisis data. Temuan analisis, yang disajikan sebagaitemuan penelitian, menunjukkan bahwa User Brand Involvement secara signifikan dan positif memengaruhi BrandTrust, Brand Trust secara signifikan dan positif memengaruhi Brand Loyalty, dan User Brand Involvement secarasignifikan dan positif memengaruhi Brand Loyalty melalui mediasi Brand Trust. Kata Kunci: Keterlibatan Pengguna Merek, Kepercayaan Merek, dan Loyalitas Merek
PENDAMPINGAN PELATIHAN PENGGUNAAN WEBSITE SIABDES DI BUMDES KARYA MUKTI Pringgabayu, Dematria; Rubiyanti, Nurafni; Fakhri, Mahendra
Jurnal Pengabdian Kepada Masyarakat Vol 3 No 2 (2025): JURNAL PENGABDIAN KEPADA MASYARAKAT (PENGMAS)
Publisher : Pusat Penelitian dan Pengabdian pada Masyarakat (P3M)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59820/pengmas.v3i2.291

Abstract

BUMDES is basically a business entity formed to optimize village potential and empower village communities. BUMDES is a very ideal business model. In practice, BUMDES still has several weaknesses, including communication between BUMDES and village community business actors, very new system management, manual system implementation, no joint commitment from BUMDES managers, no understanding with village communities regarding BUMDES programs, low public trust in BUMDES performance, low manager innovation, poor governance, supply chain problems, and community recognition. The purpose of this community service activity in general is to build partnership synergy as a manifestation of the vision and mission of Telkom University. Specifically, the purpose of this community service is to develop accounting and financial systems, design business governance and business processes, prepare business plans, prepare marketing plans, and supply chains, and digitalization that can be used by BUMDES Karya Mukti located in Tasikmalaya Regency. The output of community service activities carried out includes training/technical guidance (bimtek), creation of system/process prototypes, standard operating documents, and the formation/strengthening of national and regional Asian business networks.
The Influence of Brand Image and Customer Satisfaction on Loyalty and Repurchase: A Study on Samsung Electronics Customers in The Context of E-Waste Issues Desianti Ramadhan, Putri; Widodo, Arry; Rubiyanti, Nurafni
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 4 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i4.416

Abstract

This study aims to analyze the influence of brand image and customer satisfaction on brand loyalty and repurchase decision among Samsung Electronics consumers in Indonesia, within the context of electronic waste (e-waste) management issues. The phenomenon of increasing global e-waste volume and the low recycling rate in Indonesia encourage electronics companies, including Samsung, to implement sustainability strategies to maintain brand image and customer satisfaction. The research method used is quantitative with a Structural Equation Modeling–Partial Least Square (SEM-PLS) approach. Data were collected through an online questionnaire distributed to 200 Samsung Electronics consumers in Indonesia. The variables in this study include brand image, customer satisfaction, brand loyalty, repurchase decision, and demographics as moderating variables. The results show that brand image and customer satisfaction have a positive and significant effect on brand loyalty and repurchase decision. Furthermore, brand loyalty mediates the influence of brand image and customer satisfaction on repurchase decision. However, demographic factors do not moderate the relationship between brand image and customer satisfaction with brand loyalty. These findings indicate that Samsung's sustainability strategy through its e-waste recycling program plays an important role in strengthening brand image, increasing satisfaction, and encouraging repurchase behavior. This research is expected to provide theoretical contributions to the green marketing and consumer behavior literature, as well as practical recommendations for Samsung brand managers to enhance the effectiveness of sustainability programs in Indonesia.
Expolation Of The Relationship Between Live Host And Audience On Shopee Live Nurhayati, Lina; Widodo, Arry; Rubiyanti, R. Nurafni
Enrichment: Journal of Multidisciplinary Research and Development Vol. 3 No. 4 (2025): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v3i4.417

Abstract

This study aims to explore the influence of Interactional Element and Audience Characteristic on Purchase Intention within the context of Shopee Live, while also examining the mediating roles of Perceived Influencer and Consumer attitude. A quantitative approach was employed through a survey conducted among active Shopee Live users in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The findings indicate that Interactional Element has a positive and significant effect on both Perceived Influencer and Purchase Intention. Audience Characteristic significantly influences both Consumer Attitude and Purchase Intention. Additionally, both Perceived Influencer and Consumer Attitude have positive effects on Purchase Intention. Mediation analysis confirms that Perceived Influencer and Consumer Attitude mediate the relationship between Interactional Element and Audience Characteristic with Purchase Intention, respectively. This study contributes theoretically to the understanding of digital interaction and audience alignment in shaping consumer behavior in live commerce. Practically, the results offer insights for developing more interactive and personalized digital marketing strategies for e-commerce businesses.
Sustainability Efforts in Eco-Fashion Industry: Consumer Perception Trust and Purchase Intention Ramadina, Tarisya Rizki ; Pradana, Mahir; Rubiyanti, Rd. Nurafni
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.14809

Abstract

The sustainable fashion industry is experiencing rapid growth as consumer awareness of environmental issues increases. This study aims to analyze the influence of Social Responsibility on Purchase intention in sustainable fashion products, with Trust, Attitude, and Perceived Consumer Effectiveness (PCE) as the mediating variables. The object of the research is consumers of Eiger eco-fashion products in Indonesia. The method used is explanatory quantitative with an online survey approach and Partial Least Square (PLS-SEM) analysis techniques. The sample amounted to 200 respondents who were selected using purposive sampling. The results of the study show that Social Responsibility has a positive effect on Trust, Attitude, and PCE. In addition, Trust and Attitude have a significant effect on Purchase intention, while PCE also makes a positive contribution. This research provides practical implications for companies in strengthening sustainability strategies to increase consumer buying intentions, while enriching the academic literature on sustainable consumer behavior in Indonesia.
THE EFFECT OF HEDONIC SHOPPING MOTIVATION, SHOPPING LIFESTYLE AND FEAR OF MISSING OUT ON IMPULSIVE BUYING WITH POSITIVE EMOTION AS A MEDIATION IN GENERATION Z (SHOPEE E-COMMERCE USER CASE STUDY) Sihombing, Reni Pratiwi; Rubiyanti , Rd. Nurafni; Pradana , Mahir
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 3 (2025): Vol. 2 No. 3 Edisi Juli 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i3.991

Abstract

Shopee, as one of the e-commerce establishments established in 2015 and part of the Sea Group in Southeast Asia, has succeeded in creating a safe, user-friendly and fast online shopping platform. With strong operations in seven markets in Southeast Asia, Shopee not only provides a platform for buyers to find products, but also provides training and support to their sellers. The rapid growth of e-commerce in Indonesia is also influenced by factors such as the increase in population, increasing smartphone and internet users, and the development of financial technology companies. The convenience of online shopping encourages consumers to buy various desired products so that they are encouraged to behave consumptively. This then stimulates the phenomenon of impulse buying in consumers. Currently, economic activities are dominated by Generation Z's behavior to carry out activities such as scrolling, online shopping, and making transactions. Some marketplaces have not paid attention to the positive emotions of consumers with the Generation Z group in the target market, hedonic shopping motivation, fear of missing out, and shopping lifestyle that can trigger impulsive purchases which are part of the consideration of the preparation and strategy of innovative marketing targets according to the needs of market psychology. This study aims to find out how much respondents assess hedonic shopping motivation, fear of missing out, and shopping lifestyle, find out the influence of hedonic shopping motivation, fear of missing out, and shopping lifestyle on impulse buying generation Z, find out the influence of positive emotions on impulse buying generation Z, to know the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on impulse buying through positive emotions. This study uses a quantitative method. The sampling technique uses purposive sampling. The data obtained was 385 respondents by distributing questionnaires online. The respondents in this study are Generation Z Shopee users in Indonesia. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) which was then processed with SMARTPLS. The results of this study are hedonic shopping motivation, fear of missing out, shopping lifestyle, positive emotion have a significant positive effect on impulse buying.
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 Arry Widodo Arya, Gusti Ayu Agung Deviana 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 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 Lianto, Fazrian Mahendra Fakhri Mahir Pradana Mangsor, Miza Mardiana, Irma Mardiana, Irma Marsha Adilla Rahmani Mia Rosmiati 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 Putu Nina Madiawati Qulby, Fariha Lainy R. Amalina Dewi Kumalasari Rafiansyah, Muhammad 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 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 USWATUN KHASANAH Wahyu Anggoro, Febrian Setyo Yasmine Putri Gustano Yuhana Astuti Yulia Nur Hasanah Zahid, Azham Zulfa, Chofifah