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All Journal Jurnal Manajemen dan Organisasi Paradigma : Journal of Science, Religion and Culture Studies Pendidikan Bahasa dan Sastra Indonesia Jurnal Ekonomi : Journal of Economic Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Wanastra : Jurnal Bahasa dan Sastra Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pengabdian Masyarakat AbdiMas E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Jurnal Ilmiah Manajemen Kesatuan Insight Management Journal Jurnal Nasional Manajemen Pemasaran dan SDM Jurnal Ilmiah Wahana Pendidikan Komitmen : Jurnal Ilmiah Manajemen Arus Jurnal Sosial dan Humaniora Jurnal Dialogika Manajemen dan Administrasi Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan International Journal of Economics (IJEC) International Journal of Economics, Management and Accounting Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Jurnal Cendekia Ilmiah Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Bisnis dan Pemasaran Digital Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Jurnal Riset dan Inovasi Manajemen
Nisa, Puspita Chairun
Universitas Esa Unggul
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Pengaruh Social Media Content, E-Wom, Brand Awareness, Influencer Marketing terhadap Purchase Intention Siti Latifah; Puspita Chairun Nisa; Jatmiko Jatmiko
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 3 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i3.2427

Abstract

Marketing strategies for online shopping companies are heavily influenced by purchase intention, as it plays a crucial role in increasing company revenue. With the advancement of digital technology, social media has become a dominant platform for product promotion, potentially boosting purchase intention. This study aims to analyze the influence of social media content, e-WOM, brand awareness, and influencer marketing on purchase intention among TikTok app users. Data were collected through questionnaires from TikTok app users with the TikTok Shop feature using purposive sampling with the Structural Equation Model – Partial Least Squares (SEM-PLS) method. The study found that social media content and e-WOM influence purchase intention, while brand awareness and influencer marketing have no effect. However, influencer marketing does influence brand awareness. This study provides implications for companies using TikTok as a digital commerce platform to focus on marketing strategies to increase purchase intention through short, creatively edited product videos, creating review incentive programs for consumers, incorporating supporting elements into their products, such as competitive pricing and guaranteed product quality, and selecting influencers who align with their target market values through authentic video content. Further research suggests expanding the geographic scope of respondents, adding independent variables, and using other applications to increase purchase intention on the TikTok app.
Pengaruh Omnichannel Retailing terhadap Customer Retention melalui Customer Satisfaction dan Customer Engagement Dimoderasi Man Machine Collaboration Husna El Wafa; Puspita Chairun Nisa
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 3 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i3.2461

Abstract

This study analyzes the impact of omnichannel retailing on customer retention, focusing on customer satisfaction and engagement as mediators, and the role of man-machine collaboration as a moderator. Utilizing a quantitative approach and PLS-SEM on Sociolla customers, findings reveal that omnichannel retailing significantly enhances customer satisfaction and engagement but does not directly affect customer retention. Customer satisfaction positively influences retention, while engagement does not. The mediation analysis confirms customer satisfaction's role in linking omnichannel retailing with retention, while man-machine collaboration does not moderate this relationship. Overall, omnichannel strategies are most effective in boosting customer satisfaction, which indirectly supports customer retention.
Program Pelatihan Digital Marketing untuk Remaja Masjid: Menciptakan Enterpreneur Muda Islami di Desa Karyamekar Pasirwangi Garut : Pengabdian Eti Jumiati; Puspita Chairun Nisa; Wati Rahayu; Ahmad Saepudin; Iman Sulaeman
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5253

Abstract

The Digital Marketing Training Program for Mosque Youth in Karyamekar Village, Pasirwangi, Garut, was implemented as a form of community service aimed at improving digital literacy, entrepreneurial skills, and developing the character of ethical young Islamic entrepreneurs. This activity used a participatory approach through preparation, training, and ongoing mentoring. Participants, consisting of mosque youth aged 15–24, were trained in digital content creation, Islamic personal branding, and the use of business social media such as Instagram and WhatsApp Business. The results of the activity showed a significant increase in participants' knowledge and skills, marked by an average increase of 30% in post-test scores and the creation of independently managed digital business accounts. When compared with ten relevant studies in the past five years, this program excels in integrating Islamic values ​​and implementing a continuous mentoring system, which emphasizes the importance of religious ethics and the sustainability of digital training. Thus, this program not only contributes to improving participants' technical competence but also demonstrates that mosques can play a strategic role as centers for technology-based economic, social, and spiritual empowerment in rural areas.
PENGARUH SOCIAL MEDIA MARKETING TERHADAP NIAT PEMBELIAN: ANALISIS PERAN MEDIASI BRAND AWARENESS MELALUI MODEL PERSAMAAN STRUKTURAL Puspita Chairun Nisa; Arief Kusuma Among Praja; Lia Amalia; Endang Ruswanti
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/52h8jc84

Abstract

Pemasaran melalui media sosial berkembang menjadi strategi utama bagi industri smartphone dalam mempengaruhi perilaku konsumen. Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap niat pembelian, serta menguji peran mediasi brand awareness. Menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei online terhadap 220 responden pengguna smartphone di Indonesia yang aktif di media sosial. Analisis dilakukan menggunakan Structural Equation Modeling (SEM-PLS). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness dan niat pembelian. Brand awareness juga terbukti memiliki pengaruh langsung terhadap niat pembelian serta memediasi secara signifikan hubungan antara social media marketing dan niat pembelian. Temuan ini menegaskan bahwa efektivitas pemasaran digital tidak hanya bergantung pada intensitas konten, tetapi juga pada kemampuan merek membangun kesadaran yang kuat untuk mendorong minat beli konsumen.
The Effect of Service Quality, Perceived Value, and Customer Satisfaction on Loyalty and Word of Mouth (WOM) Nurul Oktaviani; Puspita Chairun Nisa
International Journal of Economics, Management and Accounting (IJEMA) Vol. 1 No. 9 (2024)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v1i9.107

Abstract

The main objective of this research is to fill the knowledge gap in service quality from the perspective of customer satisfaction, perceived value, customer loyalty, customer satisfaction and Word of Mouth (WOM) so that this research is expected to contribute to the scientific level of marketing management by developing a theoretical understanding that both regarding the variables studied and it is hoped that it can also provide positive managerial implications for the implementation of marketing strategies in the service sector, especially banking, in increasing customer satisfaction. The sampling method used in this research is non-probability sampling with purposive sampling technique. Data collection was carried out by distributing online questionnaires to 145 BRI customer respondents domiciled in DKI Jakarta aged 18 - 60 years and who had carried out direct banking transactions at the bank at least twice in the last 3 months. The analytical method used is Structural Equation Modeling (SEM) with the Partial Least Square (PLS) technique using statistical software. The results can be concluded that service quality can influence customer satisfaction in using BRI bank. The perceived value factor also drives customer satisfaction. Customer satisfaction can influence customer loyalty to use BRI bank and customer loyalty can influence Word of Mouth (WOM) of BRI bank customers. This certainly benefits the business owner and creates company success in the long term.
The Effect of Work Conflict on Employee Performance: The Moderating Role of Transformational Leadership Edelin Febriyanti; Puspita Chairun Nisa
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 10 (2025)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i10.256

Abstract

In today's global era, the work environment often faces challenges, one of which is work conflict which can have a negative impact on employee performance. The purpose of this study is to gain a better empirical understanding of the effect of work conflict on employee performance and the role of transformational leadership in moderating work conflict. This study used a purposive sampling technique involving 220 operational staff respondents at a manufacturing company in the Cikarang, Bekasi area. Data analysis used Structural Equation Modeling-Partial Least Square (SEM-PLS). This study produced findings including work conflict having a negative effect on employee performance, then transformational leadership having a positive effect on employee performance, then work conflict having no effect on job satisfaction, and job satisfaction having no effect on employee performance. Further research is expected to expand the scope of the research area and add other variables related to employee performance such as employee engagement.
Pengaruh Social Media Marketing Activity, Perceived Value, Customer Experience, Dan Relationship Quality Terhadap Customer Behavior Tiara Awlia Diyanah; Puspita Chairun Nisa
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 3: April 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i3.14059

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing activity, perceived value, customer experience, dan relationship quality terhadap loyalty pada pengguna Wardah di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden dan teknik analisis Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS). Hasil penelitian menunjukkan bahwa perceived value, customer experience, dan relationship quality memiliki pengaruh langsung yang signifikan dalam membentuk loyalitas pelanggan. Sedangkan, social media marketing activity tidak memiliki pengaruh terhadap loyalty. Implikasi praktis penelitian ini dapat menjadi acuan strategis bagi Wardah dalam mengoptimalkan pemasaran digital, penciptaan nilai, pengalaman pelanggan, serta pengelolaan hubungan dengan pelanggan guna mendorong pertumbuhan berkelanjutan dan mempertahankan loyalitas di tengah persaingan industri kecantikan yang semakin kompetitif.
Pengaruh Brand Experience, Brand Trust, Dan Brand Love Terhadap Brand Loyalty Nella Berliana Waty; Puspita Chairun Nisa
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 3: April 2026
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/j-ceki.v5i3.15167

Abstract

Penelitian ini dilatarbelakangi oleh pentingnya memahami bagaimana pengalaman merek mempengaruhi perilaku konsumen khususnya dalam konteks pengguna smartphone dari generasi Z di Jakarta dan Bekasi. Penelitian ini bertujuan untuk menguji pengaruh langsung dari brand experience, brand trust, dan brand love terhadap brand loyalty. Selain itu juga memahami bagaimana ketiga variabel tersebut, yakni brand experience, brand trust dan brand love saling mempengaruhi satu sama lain. Metode penelitian yang digunakan adalah kuantitatif dengan teknik purposive sampling terhadap 224 responden yang telah menggunakan smartphone Samsung minimal selama satu tahun. Analisis data dilakukan menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa brand experience, brand trust dan brand love memiliki dampak yang positif terhadap brand loyalty. Kemudian brand experience berpengaruh positif terhadap brand trust dan brand love, serta brand trust berpengaruh positif terhadap brand love. Temuan ini mengindikasi bahwa pengalaman merek yang berkualitas dapat meningkatkan kepercayaan dan keterikatan emosional konsumen, yang pada akhirnya mendorong loyalitas terhadap merek. Implikasi manajerial dari penelitian ini dapat menjadi dasar bagi perusahaan dalam merancang strategi yang fokus pada pengalaman konsumen secara holistik.
Pengaruh Kelangkaan Produk dengan Niat Beli Pelanggan Nurfadilah Nurfadilah; Puspita Chairun Nisa
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2855

Abstract

The purpose of this study is to explore the influence of limited-edition characteristics, perceived value, brand trust, Word of Mouth on the purchase intention of New Balance shoes. Findings from the limited-edition characteristics variable test were positively related to perceived value. Researchers also obtained the results that perceived value has a positive effect with brand trust. Researchers also obtained in the study that perceived value has a positive effect on purchase intention. Furthermore, researchers obtained the results Brand trust has a positive effect on purchase intention. And researchers obtained the results of Brand Trust having a positive effect with Word of Mouth (WOM). The population of this study are people who live in Jakarta and Bekasi. The sample in this study was 145 people. The most owned product is the New Balance Classic 574 Core. The sampling technique used purposive sampling method. The data analysis method used is path analysis through the Partial Least Squares Structural Equation Model (PLS-SEM). This research can be used for well-known brand companies to make their products limited so that they can increase sales.
Pengaruh Social Media Marketing Terhadap Intention To Continue Using Melalui Customer Satisfaction dan Brand Loyalty Rifky Arya Arnanda; Ika Baskara; Barika; Puspita Chairun Nisa
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): Juni, Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v6i2.2199

Abstract

The transformation of consumer behavior toward digital banking services requires digital banks to focus not only on initial adoption but also on the sustainability of service usage, particularly among Generation Z, who dominate digital service users and actively engage on social media. This study aims to analyze the effect of social media marketing on intention to continue using through the mediating roles of customer satisfaction and brand loyalty in Bank Jago Digital services among Generation Z users. This study adopts a quantitative approach using a survey method by distributing questionnaires to 145 active users of Bank Jago Digital in the Jabodetabek area. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results indicate that social media marketing has a positive and significant effect on customer satisfaction and brand loyalty. Furthermore, customer satisfaction and brand loyalty are found to have positive and significant effects on intention to continue using. In addition, social media marketing exerts an indirect effect on intention to continue using through customer satisfaction and brand loyalty. These findings provide important implications for the digital banking industry in optimizing social media marketing strategies to enhance user satisfaction and loyalty. The conclusion of this study provide significant implications for the digital banking industry by highlighting the importance of optimizing social media marketing strategies to strengthen customer satisfaction and brand loyalty, which ultimately drive the intention to continue using digital banking services.
Co-Authors Ahmad Saepudin Aisyah Adini Putri Amalia, Lia Amelia, Rika Angela, Nofia Angelia, Jeveline Arief Kusuma Among Praja Aulia Khairunisa Barika Barika Gumay Benny Gunawan Br Barus, Ana Claudia Devi Yusiana Fitri Diana Fajarwati Edelin Febriyanti Endang Ruswanti Eti Jumiati Fachmi Tamzil Febriyanti, Edelin Hafidz, Gilang Pratama Hamidah Hamidah Holby Boy Martua Manurung Husna El Wafa Idemon, Anggia Febriyana Ihza Muhammad Erlandy Ika Baskara Iman Sulaeman Jatmiko Jatmiko Juwita, Silvia Ratna Keisia Christea Kimfa, Yosef Kristo Saputra Siregar Kustianti, Nia Nur Kustiawan, Unggul Linda Purnama Sari, Linda Purnama Linda Purnamasari Mahadewi, Erlina Puspitaloka Mauludi, Andri Muhammad Rizky Nella Berliana Waty Noviandi Noviandi Nugroho, Oktian Fajar Nurazis, Epin Nurfadilah Nurfadilah Nurul Oktaviani Oktaviani, Nurul Pamungkas, Ario Pandiangan, Ferawita Perdana, Ilham Akbar Putra Permata, Kian Getti Prakoso Piannisa Alma Riania Pradinka Shanditya Nugraha Rifky Arya Arnanda Rojuaniah Rojuaniah Sembiring, Timothy Hudson Siti Latifah Sontia Asima Apriani Siregar Tantri Yanuar Rahmat Syah Tiara Awlia Diyanah Timothy Hudson Sembiring Unggul Kustiawan Baskara Veni Helen Virgita Hutagalung Waslam Waslam, Waslam Wati Rahayu Widia Irawan Youna Chatrine Bachtiar