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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 Persepsi Pada Syafira Haddad Sebagai Digital Celebrity Terhadap Niat Belanja Produk Skintific Melalui Live Tiktokshop Dimediasi Oleh Interaksi Sosial Di Kota Bandung Pulungan, Sarah Fadilla; Rubiyanti, Rd. Nurafni
eProceedings of Management Vol. 12 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Management

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Abstract

Kemajuan teknologi digital membawa transformasi terhadap pola perilaku konsumen dalam melakukanpembelian, salah satunya melalui fenomena live streaming di platform TikTok Shop. Digital celebrities menjadisosok yang berperan penting dalam mendorong niat belanja konsumen melalui konten interaktif. Salah satu figuryang populer adalah Syafira Haddad, yang kerap mempromosikan produk kecantikan seperti Skintific. Penelitianyang digunakan adalah pendekatan kuantitatif yang didukung dengan teknik analisis Partial Least Square-Structural Equation Modeling (PLS-SEM), menggunakan data dari 400 responden yang berdomisili di KotaBandung. Hasil penelitian menunjukkan bahwa persepsi pada Syafira Haddad sebagai digital celebrityberpengaruh secara positif dan signifikan terhadap niat belanja produk Skintific di Live TikTok Shop, baik secaralangsung maupun melalui interaksi sosial sebagai mediasi. Interaksi sosial juga terbukti menjadi faktor pentingyang memperkuat hubungan antara persepsi pada Syafira Haddad sebagai digital celebrity dan niat belanja produkSkintific di Live TikTok Shop. Temuan ini menekankan pentingnya memanfaatkan strategi live streaminginteraktif dengan figur digital yang memiliki daya tarik dan kredibilitas tinggi dalam pemasaran produk,khususnya di platform TikTok Shop.Kata Kunci: Perception of Digital Celebrities, Social Interaction, Live-Stream Shopping Intention TikTok Shop,Skintific, Syafira Haddad.
Pengaruh Social Media Marketing Terhadap Brand Image Dan Implikasinya Pada Minat Beli Generasi Z: Studi Analisis Produk Fashion Lafiye Di Tiktok Qulby, Fariha Lainy; Rubiyanti, Nurafni
eProceedings of Management Vol. 12 No. 4 (2025): Agustus 2025
Publisher : eProceedings of Management

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Abstract

Penelitian ini bertujuan untuk mengevaluasi bagaimana pemasaran melalui media sosial memengaruhi citra merekserta dampaknya terhadap minat beli pada Generasi Z, dengan fokus pada produk fashion Lafiye di platform TikTok.Kemajuan teknologi digital dan meningkatnya penggunaan media sosial telah mengubah pola interaksi antara merekdan konsumen, terutama yang masuk ke dalam kategori Generasi-Z yang dikenal sebagai pengguna aktif TikTok.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data diperoleh melalui penyebarankuesioner kepada responden yang merupakan pengguna TikTok dan mengenal brand Lafiye. Teknik analisis yangdigunakan adalah Structural Equation Modeling (SEM). Temuan penelitian memperlihatkan bahwa pemasaran mediasosial memberikan pengaruh signifikan terhadap citra merek, dan citra merek memiliki dampak positif terhadap minatbeli. Dengan kata lain, strategi promosi melalui TikTok terbukti mampu memperkuat citra merek dan mendorongketertarikan beli dari konsumen muda. Secara praktis, hasil ini menegaskan pentingnya menjaga konsistensi,menyajikan konten yang kreatif, serta menjalin interaksi yang aktif dalam unggahan TikTok guna meningkatkan dayasaing merek fashion di kalangan Generasi Z.Kata kunci: Social Media Marketing, Brand Image, Minat Beli, Generasi Z, TikTok, Lafiye
Navigating Economic Challenges: Strengthening Organizational Capabilities in the Logistics Sector through Competency Development and Remuneration Systems to Enhance Employee Job Satisfaction and Performance Jonneli, Halimah Husna; Rubiyanti, Rd.Nurafni; Widodo, Arry; Silvianita, Anita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i6.9173

Abstract

This study investigates the impact of competency development and remuneration systems on employee job satisfaction and their subsequent influence on employee performance within organizational settings. Utilizing a structural equation modeling (SEM) framework with a partial least squares (PLS) approach, data from employees across diverse industries were analyzed. Results reveal significant positive associations between competency development and employee job satisfaction, as well as between remuneration systems and employee job satisfaction. Furthermore, employee job satisfaction positively correlates with employee performance. The findings underscore the importance of investing in competency development and implementing effective remuneration systems to enhance job satisfaction and subsequently improve employee performance. These insights offer valuable implications for organizations striving to optimize their human resource management practices to achieve heightened organizational effectiveness.
The Influence of Information Quality and Functionality on Intention to Use Mobile Apps with Perceived Usefulness as an Intervening Variable Cahyani, Made Gita Dwi; Dewi, Citra Kusuma; Widodo, Arry; Rubiyanti, Nurafni; Silvianita, Anita
East Asian Journal of Multidisciplinary Research 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/eajmr.v3i5.9252

Abstract

People's behavior towards the internet creates new habits in obtaining easy transactions for purchasing goods and services, such as purchasing plane tickets using online applications. Traveloka is ranked 1st in Online Travel Agent in Indonesia. This research aims to determine the influence of Information Quality and functionality on the Intention to use Traveloka mobile apps with Perceived usefulness as an intervening variable. The population in this research is Traveloka users in Indonesia. The sample in this study has criteria, namely Traveloka users. This research uses quantitative methods with the Smart-PLS analysis technique
The Influence of Hedonic Value and Economic Value on Continuance Intention with Satisfaction as an Intervening Variable Lianto, Fazrian; Dewi, Citra Kusuma; Widodo, Arry; Rubiyanti, Nurafni; Silvianita, Anita
East Asian Journal of Multidisciplinary Research 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/eajmr.v3i5.9253

Abstract

People's behavior towards transportation services has formed new habits in using services for ordering goods and services, especially in terms of ordering ride-hailing services via online-based applications. Gojek, which is one of the most popular ride-hailing applications in Indonesia, is ranked second as the most widely used ride-hailing application in Indonesia. This research aims to determine the influence of Hedonic value and Economic value on the Continuance intention of the ride-hailing application (Gojek), with Satisfaction as an intervening variable. The population in this study are users of ride-hailing services from Gojek in Indonesia, as well as a sample consisting of individuals who meet the criteria for being users of the Gojek application. This research method uses a quantitative approach by applying Smart-PLS analysis.
The Influence of Virtual Reality Technology on Purchase Intention through User Experience as an Intervening Variable in the Marketing Strategy of Samsung Products in the Virtual World: a Conceptual Paper Afwa, Intan Lailya; Rubiyanti, Nurafni; Widodo, Arry; Silvianita, Anita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i6.9350

Abstract

Virtual reality has come a long way in recent years, and its potential to revolutionize the world of marketing is becoming increasingly apparent. It offers an immersive and engaging new way to reach consumers. Samsung utilizes this technology to gain a significant advantage in competition. This study aims to determine the effect of virtual reality technology on purchase intention through user experience as an intervening variable in the marketing strategy of Samsung products in the virtual world. This type of research is quantitative research using the Structural equation modeling (SEM) method with the Partial Least Square (PLS) approach using SmartPLS software. With this research, it is hoped that it can contribute to improving marketing strategies for Samsung products through virtual reality technology.
Value Perception and Streaming Intentions: Exploring Social Identity Mediation in Indonesian OTT Users Shaomi Fujiyanti Amalia; Nurafni Rubiyanti; Arry Widodo; Anita Silvianita
Formosa Journal of Multidisciplinary Research 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/fjmr.v3i5.9218

Abstract

In the era of digital technology development and the influence of the pandemic, there has been a shift in media consumption patterns among society which has successfully driven the rise of Over-The-Top (OTT) platform streaming services. This phenomenon has opened up huge opportunities for digital marketers who are looking for unique ways to approach their consumers. This research aims to validate the Perceived Value Theory and Social Identity Theory models in predicting people's attitudes towards Future Behavioral Intention. The sampling technique in this research used nonprobability sampling. The sampling method used was purposive sampling. The sample in this research is consumers who have used Over-The-Top (OTT) streaming services in Indonesia. The analysis technique used is Partial Least Squares (PLS) with Structural Equation Modeling (SEM). SEM-PLS is a statistical analysis method used to validate structural equation models that include latent variables.
The Influence of Content Marketing on Customer Advocacy with Entertainment Intention as an Intervening Variable on Tiktok Uswatun Khasanah; Nurafni Rubiyanti; Arry Widodo; Anita Silvianita
Formosa Journal of Multidisciplinary Research 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/fjmr.v3i5.9232

Abstract

This study aims to determine the relationship between marketing content and customer advocacy mediated by entertainment intentions using the idea of the stimulus - organism - response (SOR) framework on TikTok social media. The research model used is Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results showed that content marketing is the main key to increasing customer engagement. This engagement can trigger customer advocacy, where customers actively promote brands based on the positive experiences they feel. The role of entertainment intentions in content marketing is also important to provide consumer self-awareness and identity formation so that it will affect customer advocacy.
Adoption of Cash on delivery (COD) Payment System in Tokopedia Marketplace Transaction Nurul Aulia Ramadhina; Arry Widodo; Nurafni Rubiyanti; Anita Silvianita
Formosa Journal of Multidisciplinary Research Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i6.9264

Abstract

Everyone is connected to the internet, everyone now trusts buying and selling activities on the internet, and currently the internet world has sufficient security. The growth of marketplace platforms such as Tokopedia makes it easier for people to make purchases just from home. The Cash on Delivery (COD) payment system is an option for people who want easy direct payments. The COD payment method has many benefits, especially in avoiding fraud. Apart from having advantages, the COD system also has disadvantages, one of which is that customers do not want to pay for the products sent and blame the courier. This conceptual paper uses the UTAUT development theory. The sampling technique in this study used nonprobability sampling. This technique is a sampling technique that is selected based on subjective judgment. The sampling method used is purposive sampling. The sample in this study were consumers who have used and purchased green cosmetic products in Indonesia. The research model used is Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach.
Application of Kirkpatrick Model to Measure Employee Agility to Employee Performance of PT Telkom Indonesia Dinda Aulia Rahmah; Arry Widodo; Anita Silvianita; Nurafni Rubiyanti
Formosa Journal of Multidisciplinary Research Vol. 3 No. 6 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v3i6.9355

Abstract

This study aims to determine the relationship between Reaction, Learning, Behavior, Result, Employee Agility, and Employee Performance using AfRAM (Agility for B2B Regional &; Account Management Team) trainee data. In this study using proportional sampling technique. In analyzing the data collected using PLS-SEM. The result of the study is that employee agility is an urgency and the company's needs continue to increase. Agility benefits employee performance. Employee Agility can be developed through training. Research evaluation is very important to measure the success rate of training, the evaluation method used is kirkpatrick. Employees with a high level of agility can implement the skills learned in training effectively, demonstrating a strong relationship between training and employee performance.
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