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All Journal Jurnal Manajemen Teknologi Jurnal EMT KITA SULUH: Jurnal Abdimas Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Jurnal Multidisiplin West Science Abdi Implementasi Pancasila: Jurnal Pengabdian kepada Masyarakat West Science Business and Management Indo-Fintech Intellectuals: Journal of Economics and Business International Journal of Multidisciplinary Approach Research and Science Jurnal Manajemen dan Pemasaran Digital Greenation International Journal of Tourism and Management Atestasi : Jurnal Ilmiah Akuntansi
Wulandjani, Harimurti
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Analisis Bibliometrik Personalisasi dalam Implementasi Pemasaran Berkelanjutan Margery, Errie; Wulandjani, Harimurti
Jurnal Multidisiplin West Science Vol 3 No 03 (2024): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v3i03.1052

Abstract

Personalisasi dalam pemasaran telah menjadi semakin penting dalam konteks praktik bisnis yang berkelanjutan. Penelitian ini bertujuan untuk melakukan analisis bibliometrik yang komprehensif terkait dengan personalisasi dalam implementasi pemasaran berkelanjutan. Dengan menggunakan metode bibliometrik, studi ini mengidentifikasi literatur yang relevan dan berkontribusi dalam bidang personalisasi pemasaran dan pemasaran berkelanjutan, menganalisis tren penelitian yang ada, serta mengembangkan panduan atau rekomendasi praktis bagi pelaku bisnis untuk mengintegrasikan personalisasi dalam strategi pemasaran berkelanjutan. Hasil pemetaan jaringan kata kunci mengungkapkan perkembangan yang signifikan dalam penelitian tentang personalisasi, dengan fokus yang semakin meningkat pada aplikasi personalisasi dalam pemasaran, pendidikan, dan kedokteran. Implikasi dari analisis ini memberikan wawasan yang berharga bagi pengembangan strategi pemasaran berkelanjutan yang lebih efektif dan berorientasi pada konsumen di era industri modern.
Pengaruh Kemudahan Penggunaan, Keamanan Privasi, Dan Electronic Word Of Mouth Terhadap Loyalitas Pelanggan Marketplace Di Indonesia Dengan Mediasi E-Satisfaction Wulandjani, Harimurti; Supriadi Thalib; Widarto Rachbini; Aryo Seno; Ahmad Fikri
Atestasi : Jurnal Ilmiah Akuntansi Vol. 8 No. 2 (2025): April - September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/atestasi.v8i2.2066

Abstract

The rapid growth of online marketplaces in Indonesia has significantly transformed consumer shopping behavior. Increasing competition requires each platform to maintain customer satisfaction and loyalty through various factors, such as ease of use, security & privacy, and electronic word of mouth (e-WOM). This study aims to analyze the influence of these factors on customer loyalty in Indonesian marketplaces, with e-satisfaction as a mediating variable. A quantitative explanatory research approach was employed by conducting an online survey of 380 active marketplace users. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that ease of use and e-WOM have a significant positive effect on both e-satisfaction and customer loyalty. Meanwhile, security & privacy do not directly affect loyalty but significantly influence e-satisfaction. Furthermore, the findings confirm that e-satisfaction plays a strong mediating role in the relationship between independent variables and customer loyalty. The study implies that enhancing user satisfaction is a key strategy for fostering long-term customer loyalty in Indonesian marketplaces.
Analisis Bibliometrik tentang Pemasaran Berbasis Video Live Streaming Wulandjani, Harimurti; Rahmat, Basuki; Akbar, Milad Nufal; Setiawan, Yusuf
Jurnal Multidisiplin West Science Vol 5 No 01 (2026): Jurnal Multidisiplin West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jmws.v5i01.3154

Abstract

Studi ini bertujuan untuk menganalisis tren penelitian terkait pemasaran berbasis video live streaming melalui pendekatan bibliometrik. Dengan memanfaatkan data dari berbagai sumber akademik, penelitian ini mengidentifikasi hubungan antara konsep-konsep utama seperti perilaku konsumen, pemasaran sosial, dan e-commerce yang terkait dengan live streaming. Hasil analisis menunjukkan bahwa live streaming memiliki potensi besar dalam meningkatkan keterlibatan konsumen, terutama melalui interaksi sosial dan pemasaran influencer. Selain itu, elemen psikologis seperti kepercayaan dan pengalaman pengguna juga berperan penting dalam keberhasilan strategi pemasaran berbasis live streaming. Penelitian ini memberikan wawasan praktis bagi perusahaan untuk mengoptimalkan penggunaan live streaming dalam strategi pemasaran mereka, dengan menekankan pada pemilihan platform yang tepat dan pengelolaan pengalaman konsumen yang autentik.
Analisis Social Media Marketing dan Influencer “Sashfir” terhadap Purchase Decision Produk Lafiye Melalui E-Wom Sebagai Variabel Intervening Zuniar, Arneza Diva; Thalib, Supriadi; Wulandjani, Harimurti; Hilmiyah, Nurul
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 1 (2026): Jurnal Manajemen dan Pemasaran Digital (Januari - Maret 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i1.591

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Influencer Sashfir terhadap Purchase Decision produk Lafiye dengan Electronic Word of Mouth (E-WOM) sebagai variabel intervening. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online kepada pengikut atau familiar dengan akun media sosial Lafiye yang pernah membeli produk Lafiye, melalui teknik Purposive Sampling dan jumlah sampel yang direncanakan sebanyak 224 responden. Penelitian ini  menggunakan Structural Equation Modelling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap E-WOM. Influencer “Sashfir” berpengaruh positif dan signifikan terhadap E-WOM. Social Media Marketing, Influencer “Sashfir”, dan E-WOM masing-masing berpengaruh positif dan signifikan terhadap Purchase Decision. Hasil pengujian mediasi menunjukkan bahwa E-WOM mampu memediasi Social Media Marketing dan Influencer “Sashfir” terhadap Purchase Decision. Temuan ini menunjukkan bahwa pemanfaatan strategi marketing yang baik dapat memperkuat frekuensi brand dibicarakan sehinggan berdampak terhadap penjualan produk.
The Effect of Brand Awareness and Perceived Quality Through Purchas Intention on Purchase Decision on Transit Advertising Commuter Lines in Jabodetabek (An Empirical Study of Le Minerale Products) Valentine, Amanda; Thalib, Supriadi; Wulandjani, Harimurti; Hilmiyah, Nurul
Greenation International Journal of Tourism and Management Vol. 4 No. 1 (2026): (GIJTM) Greenation International Journal of Tourism and Management (March - May
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijtm.v4i1.795

Abstract

This study aims to examine the influence of Brand Awareness and Perceived Quality on Purchase Decision through Purchase Intention in transit advertising on the Jabodetabek Commuter Line, with an empirical study of Le Minerale products. The sampling technique employed was non-probability sampling using a purposive sampling approach. Data were collected through the distribution of questionnaires to 200 respondents. This study applied Partial Least Squares–Structural Equation Modeling (PLS-SEM) as the data analysis technique, utilizing SmartPLS software version 4.0.9.9.The findings indicate that Brand Awareness and Perceived Quality have a positive and significant effect on Purchase Intention and Purchase Decision. Furthermore, Purchase Intention, as an intervening variable, plays a positive and significant role in mediating the relationship between Brand Awareness and Perceived Quality and Purchase Decision.
Pengaruh Parasocial Relationship dan Electronic Word of Mouth (E-WOM) di Instagram terhadap Purchase Intention Produk Adidas Samba (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Pancasila) Wardany, Melani Eka; Wulandjani, Harimurti
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6348

Abstract

This study aims to analyze the influence of parasocial relationships and electronic word of mouth (E-WOM) on Instagram on the purchase intention of Adidas Samba products among students of the Faculty of Economics and Business, Pancasila University. The sampling method used was non-probability sampling with a purposive sampling technique, with a sample size of 100 respondents. The data collection instrument used a questionnaire distributed through Google Form. This study uses a quantitative approach with SPSS version 29 analysis techniques and uses validity tests, reliability tests, classical assumption tests, multiple linear regression tests, as well as t-tests and F-tests. The results show that parasocial relationships and E-WOM partially and simultaneously have a positive and significant effect on the purchase intention of Adidas Samba products. This finding indicates that the stronger the emotional closeness with influencers and the more positive reviews consumers receive on Instagram, the higher the students' purchase interest in Adidas Samba products.
Co-Authors Ahmad Fikri Ahmad Fikri Akbar, Milad Nufal Akbari, Deni Adha Anwar, Laksamana Agung Aprillia, Gina Dwi Arniwita, Arniwita Aryo Seno Aulia, Triana Zuhrotun Azajarah, Tiara Rima Baharuddin, Gunawan Basuki Rahmat Masdi Siduppa Destriyanti, Amalia Dewi Trirahayu Fujianti, Lailah Hermawanti, Ati Iha Haryani Hatta Judijanto, Loso Juliana Juliana Lies Putriana Margery, Errie Mayratih, Siska Mulyadi Mulyadi Murni, Yetti Nining Purwaningsih Nurul Hilmiyah Permana , Erwin Permana, Erwin Permata, Irma Sari Puspa Rahajeng, Denisa Rahman, Kristanti Rumanintya Lisaria Putri, Rumanintya Lisaria Setiawan, Yusuf Sudarmanto, Eko Supriadi Thalib Thalib, Supriadi Thalib, Supriyadi Valentine, Amanda Wardany, Melani Eka Widarto Rachbini Widarto Rachbini Yusuf, Setiarini Zulfikri, Agung Zuniar, Arneza Diva