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All Journal Journal of Economics and Social Sciences Journal of Information System, Technology and Engineering Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat Journal of Innovative and Creativity Jejak digital: Jurnal Ilmiah Multidisiplin
Shabrina, Fildzah
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Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Public Health Social Sciences Other

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Analisis Pengaruh Komitmen Organisasi, Digital Engagement dan Employer Branding Terhadap Organizational Citizenship Behavior Pada Industri Kreatif Shabrina, Fildzah; Yulia, Rasty; Mustafa, Fahrina; Nugraha, Jefri Putri; Ariawan, Joko; Setyawati , Kiki
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2062

Abstract

Kajian ini memiliki tujuan guna mengkaji bagaimana komitmen organisasi, keterlibatan digital (digital engagement), serta employer branding memengaruhi perilaku Organizational Citizenship Behavior (OCB) pada karyawan di industri kreatif. Dengan menerapkan pendekatan kuantitatif, data dikumpulkan dengan survei yang diberikan kepada 200 responden yang ditentukan menerapkan teknik purposive sampling. Analisis dilaksanakan dengan regresi linear berganda, disertai pengujian validitas, reliabilitas, serta asumsi klasik untuk memastikan kelayakan model. Perolehan studi ini mengindikasikan bahwasanya baik secara simultan maupun parsial, ketiga variable independent tersebut memiliki pengaruh positif dan signifikan pada OCB. Komitmen organisasi terbukti mendorong munculnya loyalitas dan keterikatan emosional yang memotivasi karyawan untuk berkontribusi secara sukarela. Sementara itu, keterlibatan digital memperkuat partisipasi, mendorong kolaborasi, dan menciptakan rasa keterhubungan antar karyawan. Di sisi lain, employer branding yang kuat menumbuhkan rasa bangga dan identitas positif terhadap perusahaan, yang mendorong karyawan untuk memberikan kontribusi melebihi peran formal mereka. Temuan ini menegaskan pentingnya bagi organisasi di sektor industri kreatif untuk secara aktif memperkuat ketiga aspek tersebut. Dengan begitu, mereka dapat menciptakan lingkungan kerja yang mendukung tumbuhnya perilaku OCB, sekaligus meningkatkan produktivitas dan membentuk budaya kerja yang sehat dan berkelanjutan.
Analisis Pengaruh Trust, Kualitas Produk Dan Customer Digital Relation Terhadap Customer Loyalty Platform Pembayaran Digital di Wilayah Perkotaan di Indonesia Shabrina, Fildzah; Haribowo, Rio; Hendratni, Tyahya Whisnu; Suhardi, Dadang; Malik, Abdul; Munir, Abdul Razak
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2576

Abstract

Penelitian ini ditujukan guna menganalisis pengaruh trust, kualitas produk, dan customer digital relation terhadap loyalitas pelanggan pada platform pembayaran digital. Metode yang diterapkan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 300 responden yang dipilih dengan metode purposive sampling, dengan kriteria: pengguna aktif platform pembayaran digital minimal enam bulan terakhir, berusia 18–45 tahun, dan melakukan transaksi minimal lima kali per bulan. Analisis data dilaksanakan dengan regresi linear berganda, didukung dengan uji reliabilitas, validitas, serta uji asumsi klasik yang mencakup heteroskedastisitas, normalitas, dan multikolinearitas. Perolehan penelitian menampilkan bahwa trust, kualitas produk, dan customer digital relation berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan ini mengindikasikan bahwa loyalitas pelanggan tidak hanya ditentukan oleh aspek keamanan dan keandalan layanan, tetapi juga oleh kualitas produk yang unggul serta hubungan digital yang interaktif dan personal. Penelitian ini memberikan kontribusi teoretis dalam memperkaya literatur pemasaran digital sekaligus memberikan implikasi praktis bagi pengelola platform pembayaran digital dalam merancang strategi untuk meningkatkan loyalitas pelanggan.
Mendorong Pertumbuhan Ekonomi Serta Menciptakan Peluang Kerja Baru Sesuai Prinsip SDGs 8 Dengan Memahami Kebiasaan Konsumen (Consumer Behavior) di Era Digital 5.0 Shabrina, Fildzah; Sentagi Asa, Ringga
KOMUNITA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol 4 No 3 (2025): Agustus
Publisher : PELITA NUSA TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60004/komunita.v4i3.256

Abstract

Era Digital 5.0 yang berorientasi human-centric telah mengubah perilaku konsumen melalui pemanfaatan teknologi seperti AI, Big Data, dan IoT, sehingga tren seperti green consumerism, storytelling, ulasan online, dan pengaruh influencer menjadi faktor penting dalam keputusan pembelian. Pemahaman perilaku konsumen ini menjadi krusial bagi pelaku UMKM untuk meningkatkan daya saing, omzet, dan membuka peluang kerja baru, sejalan dengan prinsip Sustainable Development Goals 8 (SDGs 8) yang menekankan pertumbuhan ekonomi inklusif dan pekerjaan layak. Kegiatan pengabdian masyarakat ini dilaksanakan di Desa Karangsong, Indramayu, pada 11 Juni 2025 dengan metode penyuluhan partisipatif tatap muka yang melibatkan 26 pelaku UMKM. Materi mencakup analisis perilaku konsumen di era Digital 5.0, strategi pemasaran digital yang berfokus pada manusia, dan penguatan kapasitas bisnis. Hasilnya menunjukkan peningkatan kesadaran peserta terhadap perubahan perilaku konsumen digital dan strategi adaptasi bisnis, serta terjalinnya komitmen pendampingan lanjutan antara Fakultas Ekonomi dan Bisnis UNJ dengan Dinas Perikanan dan Kelautan Indramayu. Kegiatan ini efektif mendorong transformasi UMKM menuju pertumbuhan berkelanjutan sesuai target SDGs 8.
The Impact of QRIS on Consumer Behavior in Urban Areas Asa, Ringga Sentagi; Shabrina, Fildzah
Journal of Economics and Social Sciences (JESS) Vol. 4 No. 2 (2025): Journal of Economics and Social Sciences (JESS)
Publisher : CV. Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/jess.v4i2.957

Abstract

The purpose of this study is to study how urban consumer behavior is influenced by the implementation of digital payment systems, specifically the Quick Response Code Indonesian Standard (QRIS). This study used a quantitative approach, sending questionnaires to respondents in urban areas. The research results show that QRIS usage and ease of access influence consumer behavior. Key findings indicate that people purchase more frequently, are more likely to engage in consumer behavior, and prefer cashless payments. Due to the convenience of QRIS, 62% of respondents reported making more impulse purchases. In addition, consumers' perceptions of the practicality and security of QRIS also help them prefer to use it. The majority of respondents considered QRIS secure (76%) and faster than cash payments (84%). This research shows that QRIS implementation not only increases the speed and convenience of transactions but also has socio-economic consequences, such as an increased propensity to spend more money in urban areas.
The Influence of Digital Literacy, Peer Influence, and Security Training Effectiveness on Cybersecurity Behavior in the Banking and Finance Industry Ibrahim, Mozart Malik; Shabrina, Fildzah; Marnilin, Feni; Hendratni, Tyahya Whisnu; Apramilda, Riesna; Nugroho, Judianto Tjahjo
Journal of Information System, Technology and Engineering Vol. 3 No. 4 (2025): JISTE
Publisher : Yayasan Gema Bina Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61487/jiste.v3i4.215

Abstract

The study's main goal is to investigate how the three factors, digital literacy, peer influence, and security training, affect the cybersecurity behavior of the bank and finance industry's personnel. The research applied a quantitative explanatory method with a sample of 150 employees from banks, financial institutions, and fintech companies. The sample was drawn purposefully from the population. The multiple linear regression analysis results show that the independent variables digital literacy, peer influence, and security training all have a positive and significant impact on the dependent variable, which is cybersecurity behavior. The research not only makes a theoretical contribution to the discussion about human motivations in cybersecurity but also provides recommendations for the banking and finance industry that include increasing the level of digital literacy activities, encouraging positive social influences at workplaces, and maximizing the effectiveness of security training as a risk management strategy.
Pengaruh Persepsi Nilai dan Kepercayaan Terhadap Loyalitas Pengguna dengan Kepuasan Pengguna Game Roblox Sebagai Mediasi Maulana, Achmad Zaky; Parlyna, Ryna; Shabrina, Fildzah
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 2 (2026): MARET 2026
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/z24hhq83

Abstract

The rapid growth of online games driven by digital economic ecosystems has intensified the use of virtual currencies and microtransaction activities, such as Robux purchases within the Roblox platform. This phenomenon gives rise to issues concerning users’ perceived value and trust, which potentially affect their levels of satisfaction and loyalty. This study seeks to examine the influence of perceived value and trust on customer loyalty, with customer satisfaction serving as a mediating variable among Roblox game users. A quantitative research design was adopted by distributing an online survey to 100 respondents from the Faculty of Economics and Business, Universitas Negeri Jakarta, who had prior experience purchasing Robux. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) technique. The findings demonstrate that perceived value and trust exert positive and significant effects on both customer satisfaction and customer loyalty. Furthermore, customer satisfaction is found to have a positive and significant impact on customer loyalty. The mediation analysis reveals that customer satisfaction significantly mediates the relationship between perceived value and customer loyalty, while it does not mediate the effect of trust on customer loyalty. These results indicate that customer loyalty among Roblox users is predominantly shaped by perceived value and trust through direct pathways, whereas customer satisfaction functions selectively as a mediating mechanism.
Co-Authors Abdul Malik Abdul Razak Munir Asa, Ringga Sentagi Dadang Suhardi Haribowo, Rio Ibrahim, Mozart Malik Jefri Putri Nugraha Joko Ariawan Marnilin, Feni Maulana, Achmad Zaky Mustafa, Fahrina Nugroho, Judianto Tjahjo Rasty Yulia Riesna Apramilda Ryna Parlyna, Ryna Sentagi Asa, Ringga Setyawati , Kiki Tyahya Whisnu Hendratni