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All Journal Muhammadiyah Riau Accounting and Business Journal Jurnal Muhammadiyah Manajemen Bisnis (JMMB) Prosiding Seminar Nasional Ilmu Pendidikan Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Prosiding Seminar Nasional Ilmu Pendidikan Agama dan Filsafat
Nurul Sriminarti
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Religion Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Public Health Social Sciences

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Dampak Sikap Konsumen dan Kualitas Pelayanan terhadap Keputusan Pembelian: Atmosfer Sebagai Variabel Moderasi Nurul Sriminarti
Muhammadiyah Riau Accounting and Business Journal Vol 2 No 1 (2020): Muhammadiyah Riau Accounting and Business Journal: Oktober - Maret
Publisher : Faculty of Economics and Business Universitas Muhammadiyah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37859/mrabj.v2i1.2135

Abstract

Atmosfer seringkali digunakan oleh pelaku bisnis restoran untuk membantu konsumen dalam keputusan pembelian konsumen. Penelitian ini berfokus kepada sikap serta kualitas pelayanan dalam perubahan perilaku konsumen yang diakibatkan oleh Covid-19, sehingga dapat mempengaruhi perilaku pasca pembelian. Sampel penelitian adalah 100 responden di wilayah Jabodetabek. Penelitian ini menggunakan metode structural equation modeling – partial least square (SEM-PLS). Hasil penelitian menunjukkan bahwa sikap konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas pelayanan menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian. Hasil penelitian juga menemukan bahwa atmosfer dapat memoderasi kualitas pelayanan terhadap keputusan pembelian. Temuan ini memberikan implikasi bahwa atmosfer menjadi salah satu faktor yang dipertimbangkan konsumen untuk membuat keputusan pembelian.
Pengaruh Pemasaran Digital, Kualitas Layanan Elektronik dan Citra Merek Terhadap Keputusan Konsumen Menggunakan Aplikasi OVO Nurul Sriminarti
Prosiding Seminar Nasional Ilmu Pendidikan Vol. 1 No. 2 (2024): Desember : Prosiding Seminar Nasional Ilmu Pendidikan
Publisher : Asosiasi Riset Ilmu Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/prosemnasipi.v1i2.37

Abstract

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.
Pengaruh Pemasaran Digital, Kualitas Layanan Elektronik dan Citra Merek terhadap Keputusan Konsumen Menggunakan Aplikasi Ovo Nurul Sriminarti
Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Vol. 1 No. 1 (2024): Juni : Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasimkb.v1i1.17

Abstract

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.
Pengaruh Pemasaran Digital, Kualitas Layanan Elektronik dan Citra Merek terhadap Keputusan Konsumen Menggunakan Aplikasi OVO Nurul Sriminarti
Prosiding Seminar Nasional Ilmu Pendidikan Agama dan Filsafat Vol. 1 No. 1 (2024): Juni : Prosiding Seminar Nasional Ilmu Pendidikan Agama dan Filsafat
Publisher : Asosiasi Riset Ilmu Pendidikan Agama dan Filsafat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/prosemnasipaf.v1i1.10

Abstract

The behavior of digital wallet users in Indonesia depends on individual preferences, user habits, and other factors. Consumers' decisions in using digital finance applications are influenced by various factors, including digital marketing, the quality of electronic services and the brand image of the digital finance applications they use. This research aims to determine the influence of digital marketing, electronic service quality and brand image on consumer decisions to use the OVO application in the Jabodetabek area. The method used in this research is a quantitative method that is associative. Data was collected using a questionnaire distributed via Google Form to 155 respondents who used the OVO application. The sampling technique uses purposive sampling. Data processing in this research used the IBM Statistical Package for the Social Sciences (SPSS) ver.25. Based on the results of hypothesis testing, it shows that: (1) digital marketing variables have a positive and significant effect on consumer decisions to use the OVO application (2) electronic service quality variables have a positive and significant effect on consumer decisions to use the OVO application (3) brand image variables have a positive and significant effect on consumer decisions to use the OVO application and (4) digital marketing variables, electronic service quality and brand image together have a significant influence on consumer decisions to use the OVO application.
Pengaruh Celebrity Endorser dan Brand Awareness terhadap Keputusan Pembelian pada Aplikasi Shopee di Kalangan Generasi Z Khofifah; Nurul Sriminarti
JURNAL MUHAMMADIYAH MANAJEMEN BISNIS Vol 7 No 1 (2026): Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Publisher : Universitas Muhammadiyah Jakarta

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

Abstract

Digital transformation has accelerated since the COVID-19 pandemic, which imposed social restrictions and ecouraged a shift from traditional shopping patterns to online shopping. The increasing number of e-commerce users includes Generation Z, who represent the dominant consumer segment. Among various e-commerce platforms, Shopee has become the most frequently accessed application in indonesia. this study aims to examine and analyze the influence of celebrity endorser and brand awareness on purchase decisions on the Shopee application among Generation Z. although Shopee implements various marketing strategies to encourage purchase decisions, this study is limited to two variables, namely celebrity endorser and brand awareness. The sampling technique used was non-probability sampling with a purposive sampling approach. Data were collected through the distribution of questionnaires to Generation Z respondents (17-28 years), domiciled in Jabodetabek, who had made purchases on the Shopee application and had been exposed to advertisements or promotions involving celebrity endorser. The data analysis methods employed included validity testing, reliability testing, classical assumtion testing, multiple linear regression analysis, and coefficient of determination (R2) analysis to test the research hypotheses. The results indicate that celebrity endorser has a positive but insinificant effect, while brand awareness has a positive and significant effect on purchase decisions.
Co-Authors KHOFIFAH