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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Business, Economics, and Social Development International Journal of Social Service and Research Journal of Trends Economics and Accounting Research IIJSE
Maulany, Soesanty
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Does Social Media Promotion and Tourist Attraction Affect The Intention to Visit Tourist Destinations in Kuningan? Empirical Studies on Instagram Agustin, Amelia; Syalfadhilah, Dinda; Maulany, Soesanty
International Journal of Social Service and Research Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i05.775

Abstract

In this era, social media has brought significant changes in the way businesses communicate and share information with consumers. This makes it easier for potential customers to obtain information as a decision-making flow. One natural tourism destination that recognizes the value of Instagram advertising is Woodland. Woodland has gained significant marketing attention as one of the natural tourist attractions. The reason for choosing this research object stems from the noteworthy progress of several marketing tactics, including digital-based promotion and brand revitalization, after the challenging 2019-2020 era in Woodland (caused by the COVID-19 epidemic), as a result of this noteworthy progress, there were 53.02% more visitors in 2022. This study used quantitative techniques. The t-table values obtained show that social media advertisements significantly influence the intention to visit woodland tourist attractions. The study's findings, which showed that Ha was approved while Ho was rejected, lend support to this claim. In addition, attractiveness significantly and positively affects the tendency of tourists to visit places that have forests. Visit intent is also influenced by social media attraction and advertising. Specifically, social media will create expectations for a destination so that it allows potential tourists to determine their vacation plans. Therefore, business people and related agencies must be able to pay more attention to the long-term management of social media and the attractiveness of their tourist destinations.
Utilization Of Digital Marketing and Product Innovation In Improving Msme Marketing Performance In Talun District Salsabilla, Meisya; Aulia, Dyta; Maulany, Soesanty
International Journal of Social Service and Research Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v4i05.778

Abstract

The purpose of this study is to examine the influence of digital marketing and product innovation on the marketing performance of MSMEs in Talun District. This study used quantitative methods. The population in this study is culinary MSME business actors in Talun District, with a sample of 100 people. The data collection technique in this study used a questionnaire with a measurement scale using the Likert scale. The data analysis technique used in this study is multiple linear regression analysis. The results of this study show that partially digital marketing and product innovation have a positive and significant influence on marketing performance, and simultaneously digital marketing and product innovation have a positive and significant effect on market performance.
Pengaruh Green Marketing dalam Membentuk Preferensi Konsumen Milenial terhadap Produk Ramah Lingkungan Maulany, Soesanty
Journal of Business and Economics Research (JBE) Vol 6 No 2 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v6i2.7303

Abstract

This study aims to analyze the impact of green marketing on millennial consumer preferences in Indonesia. Using a quantitative approach with a survey of 250 respondents, this study examines the influence of four dimensions of green marketing—green product, green price, green promotion, and green place—on millennial consumer preferences. The results of the regression test showed that green product (β = 0.45, p < 0.05) and green promotion (β = 0.32, p < 0.05) had a significant positive influence on consumer preferences. In contrast, green price (β = 0.12, p > 0.05) and green place (β = 0.08, p > 0.05) showed a smaller and less significant influence. The t-test also confirmed that green products and green promotion significantly influenced millennials' purchasing decisions, while price and distribution factors had a more limited influence. The study suggests that companies should focus on eco-friendly product quality and transparent promotions to attract the attention of millennial consumers. These findings are important for companies looking to optimize their green marketing strategies to increase consumer preferences that are more concerned about sustainability.
The Influence of Brand Image and Lifestyle on Iphone Purchasing Decisions in Cirebon City Ramadhan, Nauval; Siswanto, Hary; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol 6, No 3 (2025)
Publisher : Research Collaboration Community (RCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.950

Abstract

Background: The development of lifestyle trends and increasingly strong brand image in Indonesia has a major influence on consumer purchasing decisions, especially in the technology product category such as the iPhone. This creates very tight competition in the gadget market. Purpose: This study aims to analyze the influence of lifestyle and brand image on purchasing decisions for iPhone products, especially for consumers in Indonesia. Design/methodology/approach: Product purchasing decisions will be influenced by lifestyle factors and brand image owned by consumers. In this study, primary data were collected using a Likert scale questionnaire. The questionnaire was systematically designed to collect responses relevant to the research topic and consisted of a series of questions distributed to respondents aged 18 to 35 years, with a calculation of the coachran formula of 380 respondents. The data analysis method was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS). Findings/Results: The results of the study show that lifestyle and brand image have a significant influence on the decision to purchase an iPhone product. Conclusion: This means that these two independent variables together drive the decision to purchase an iPhone, with lifestyle and brand image playing an important role in shaping consumers' desire to purchase the product. Originality/value (State of the art): A modern lifestyle and positive brand image are the main factors that drive the decision to purchase an iPhone product. This shows that consumers choose products based on social identity and brand quality that can meet their lifestyle needs.
The Effect of Price Perception and E-Wom on Purchase Decisions on the E-Commerce Platfrom Shopee Kartawinata, Elang Handika; Santoso, Mohamad Ikbal; Yusuf, Yusuf; Maulany, Soesanty
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6863

Abstract

Purchasing behavior in the digital marketplace is shaped by several variables, notably consumers' perceptions of price and the influence of Electronic Word of Mouth (e-WOM). This research investigates the extent to which these two factors—price perception and e-WOM—affect consumer purchasing decisions on the Shopee platform, both individually and collectively. Employing a quantitative approach through structured surveys distributed to active Shopee users, this study applies multiple linear regression analysis to evaluate the relationships between the independent variables (price perception and e-WOM) and the dependent variable (purchase decisions). The findings demonstrate that both variables significantly and positively influence consumer purchasing behavior. The results underscore the importance of competitive pricing strategies and the strategic use of e-WOM in enhancing consumer engagement and driving sales performance on e-commerce platforms.
The Influence of Brand Image and Lifestyle on Iphone Purchasing Decisions in Cirebon City Ramadhan, Nauval; Siswanto, Hary; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025)
Publisher : Research Collaboration Community (RCC)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.950

Abstract

The development of lifestyle trends and increasingly strong brand images in Indonesia have a major influence on consumer purchasing decisions, especially in the technology product category such as the iPhone. This creates very tight competition in the gadget market. This study aims to analyze the influence of lifestyle and brand image on purchasing decisions for iPhone products, especially for consumers in Indonesia. Product purchasing decisions will be influenced by lifestyle factors and brand image owned by consumers. In this study, primary data were collected using a Likert scale questionnaire. The questionnaire was systematically designed to collect responses relevant to the research topic and consisted of a series of questions distributed to respondents aged 18 to 35 years, with a calculation of the coachran formula for 380 respondents. The data analysis method was carried out using Structural Equation Modeling - Partial Least Square (SEM-PLS). The results of the study showed that lifestyle and brand image had a significant influence on purchasing decisions for iPhone products. This means that these two independent variables together drive iPhone purchasing decisions, with lifestyle and brand image playing an important role in shaping consumers' desire to buy the product. A modern lifestyle and a positive brand image are the main factors driving iPhone purchasing decisions. This shows that consumers choose products based on social identity and brand quality that can meet their lifestyle needs.
Meningkatkan Minat Kunjungan Kembali Wisatawan Melalui Kualitas Pelayanan dan Kepuasan Pengunjung Agustina; Maulany, Soesanty
Journal of Trends Economics and Accounting Research Vol 5 No 4 (2025): June 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i4.1991

Abstract

This study aims to analyze the effect of service quality on revisit intention mediated by visitor satisfaction. A quantitative approach is used with the Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis method. The population of this study was visitors to the cultural tourism object of Keraton Kasepuhan Cirebon. Sampling used accidental sampling with a sample size of 120 respondents. The data collection technique used a questionnaire with a Likert scale. The results of the study showed that service quality had a significant effect on visitor satisfaction and revisit intention. In addition, visitor satisfaction was also proven to have a significant effect on revisit intention. Other findings revealed that visitor satisfaction mediated the effect of service quality on revisit intention. These results emphasize the importance of optimal service quality management to create a satisfying visiting experience and encourage tourist loyalty.
The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce Alfarizi, Salman; Rizki, Rizki; Maulany, Soesanty
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6966

Abstract

This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significantly influenced by digital marketing, positively and significantly influenced by brand awareness. This finding shows how important brand awareness and digital marketing are in influencing purchasing decisions to buy Facetology sunscreen on Shopee.
The Influence of Viral Marketing and Consumer Engagement on Purchase Intention of Fashion Products on TikTok Shop Safitri, Dera Eka; kusnaedi, Nindi; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

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

Abstract

High expectations for TikTok Shop as an e-commerce platform that can increase sales, but in reality, an average of around 1.2% complete transactions, resulting in a relatively low conversion rate. The focus of this research study is whether viral marketing and consumer engagement affect the purchase intention of fashion products on TikTok Shop. This study was conducted in Cirebon City with the research period in May 2025. The research variables studied are viral marketing (X1), consumer engagement (X2), and purchase intention (Y). The population of the city of Cirebon aged 20 to 41 years is set as the research population with a size of 134,143 individuals, and the sample size used is 399 individuals. This research study is classified as a quantitative study and the analysis used is Partial Least Square Structural Equation Modeling (SEM-PLS) with analysis conducted using SmartPLS. The results of the study show that all indicators meet the validity and reliability requirements suitable for analysis. The direct effect of X1 on Y is 0.220, which means an increase of one unit in X1 can increase Y by 22%, and the direct effect of X2 on Y is 0.608, which means an increase of one unit in X2 can increase Y by 60.8%. The hypothesis testing accepted that there is an influence between X1 and X2 on Y. The proportion of influence is on the coefficient of determination, which is 0.581 or 58.1%, meaning that about 41.9% is influenced by other factors.
The Impact of Customer Testimonials and Brand Trust in Women's Hijab Repurchase Intention in Cirebon Umiyaroh; Oktavani, Icha Dinda Lestari; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.519

Abstract

Background: The hijab industry in Indonesia is rapidly growing, leading to intense online and offline competition between brands.Purpose: This study measures Repurchase Intention based on customer testimonials and brand trust in hijab products marketed through TikTok Shop, Shopee, Lazada, Bukalapak, and other marketplaces.Design/methodology/approach: This study used a quantitative method with data from 400 female hijab users aged 15–24 years in Cirebon. Owing to its strength in complex model analysis, SEM-PLS was applied to analyze the effect of customer testimonials and brand trust on repurchase intention.Findings/Results: This study indicates that customer testimonials and brand trust positively influence repurchase intention for hijab products in Cirebon. The impact of customer testimonials on repurchase intention had a coefficient of 0.400, whereas brand trust demonstrated a more substantial influence with a coefficient of 0.417. The findings suggest that brand trust has a more significant impact on encouraging repurchase behaviour than customer testimonials. These results underscore the importance of building strong brand trust through consistent product quality, excellent customer service, and positive brand reputation. For hijab business owners, effective marketing strategies should generate positive customer testimonials and ensure that the customer experience aligns with the brand’s promises. By consistently delivering quality and maintaining reliable service, businesses can foster consumer trust, enhance customer loyalty, and sustain repurchase intentions over the long term.Conclusion: These two independent variables simultaneously drive Repurchase Intention for hijab products. Brand Trust had a more substantial influence on the intention to repurchase the hijab.Originality/value (State of the art): Consumers trust brands for various reasons, including good product or service quality and brand reputation. Brand trust is a crucial factor in long-term relationships with customers. Keywords: customer testimonials, brand trust, repurchase intention, marketplace, hijab
Co-Authors Agustin, Amelia Agustina Aulia, Dyta Kartawinata, Elang Handika kusnaedi, Nindi Oktavani, Icha Dinda Lestari Ramadhan, Nauval Rizki Rizki Safitri, Dera Eka SALMAN ALFARIZI Salsabilla, Meisya Santoso, Mohamad Ikbal Siska Ernawati Fatimah Siswanto, Hary Syalfadhilah, Dinda Umiyaroh Yusuf Yusuf