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All Journal Monex: Journal of Accounting Research Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Jurnal Administrasi dan Manajemen Jurnal Pengabdian Al-Ikhlas Jurnal Ilmiah Edunomika (JIE) BERNAS: Jurnal Pengabdian Kepada Masyarakat International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies KARYA: Jurnal Pengabdian Kepada Masyarakat Journal of Social Research Indonesian Journal of Business Analytics (IJBA) Bursa : Jurnal Ekonomi dan Bisnis INJURITY: Journal of Interdisciplinary Studies Jurnal Manajemen dan Pemasaran Digital
Aang Curatman
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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The Role of Consumer Perception in Mediating the Influence of Brand Communication and Brand Credibility on Brand Trust Indira Wiyana Pramesti; Aang Curatman
Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i4.1096

Abstract

The existence of illegal cosmetics circulating in the market and has the potential to reduce consumer confidence in the cosmetics industry in Indonesia. Therefore, this study aims to measure the extent to which Brand Communication and Brand Credibility affect Brand Trust which is influenced by Consumer Perception as an intervening variable for Pink Flash cosmetic products. This study used a quantitative approach with SEM-PLS analysis techniques. Data was collected from 196 respondents aged 18-25 years in the Ciayumajakuning area. This study tested all hypotheses and obtained positive and significant results. This shows that Brand Trust based on Consumer Perception, both directly and indirectly, occurs due to the positive and significant influence of Brand Communication and Brand Credibility. Brand Credibility is the variable that has the most impact on consumer perception and trust with a value (O=0.700). Thus, the synergy between clear communication and solid trust is an important step to maintain trust in security-sensitive situations.
The Effect of Message Source Credibility and Discount Framing on Purchase Intention of Emina Products with Brand Image as Mediation Tazkiya Salsabillah; Savitri Ariani; Aang Curatman; Farah Noor Ayuningtyas
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025): International Journal of Business, Economics, and Social Development (IJBESD)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.967

Abstract

The development of the beauty industry in Indonesia is driven by the increasing use of social media and e-commerce. Emina is one of the local brands that attracts attention, especially for teenagers in considering purchasing beauty products. This study aims to analyze the effect of message source credibility and discount framing on purchase intention of Emina products, with brand image as a mediating variable. A quantitative approach was used through an online survey with a total sample of 217 respondents and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique. The results show that message source credibiliy and discount framing have a positive and significant effect on purchase intention, both directly and indirectly through brand image as mediation.
From Showroom to Click: Antecedents of Showrooming in the Omnichannel Experience Rahmawati Rahmawati; Aang Curatman
Jurnal Maksipreneur Vol 15 No 2 (2026)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v15i2.2643

Abstract

This study examines how price sensitivity and trust in online sellers influence showrooming behavior, with omnichannel experience satisfaction serving as a mediator. Data were collected using a quantitative, associative design; questionnaires were administered to 165 cosmetic consumers in Cirebon, selected through purposive sampling. The data were analyzed in SmartPLS version four. The results show that price sensitivity has a positive and significant effect on showrooming behavior, whereas trust in online sellers has no significant direct effect. However, both independent variables significantly affect omnichannel experience satisfaction. Omnichannel experience satisfaction plays a significant mediating role in the relationships between trust in online sellers and price sensitivity, and showrooming behavior. These findings confirm that integrating a satisfying shopping experience is key to encouraging consumer showrooming behavior in the cosmetics retail industry. Traditional retailers should view showrooming as an opportunity for conversion by implementing integration strategies that combine the convenience of online and physical stores and ensure channel consistency.
Marketing Strategy for Football Schools in the City of Cirebon (Case Study of Cirebon United Football School) Joseph Ferdinand Cahyadinata; Agus Antomi; Aang Curatman
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 3 No. 3 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i3.187

Abstract

Football is one of the most popular sports in the world, including in Indonesia. The purpose of this study is to explore and analyze the marketing strategies implemented by the Cirebon United Football School. This research uses a qualitative approach with a case study method. Data collection techniques in this study are literature studies and interviews. The data that has been collected is then analyzed through three stages starting from data reduction, data presentation and conclusions. The results showed that football schools in Cirebon City have implemented various marketing strategies including promotional strategies, pricing strategies, product strategies, and distribution strategies. However, the effectiveness of the marketing strategy still needs to be improved. Football schools need to improve the quality of products and services, the quality of human resources, and the quality of management to improve the effectiveness of marketing strategies.
Content Marketing Strategy in Increasing Footabll School Students Interaction through Social Media Ahmad Zaki Aulia; Nugraha Pramudya; Aang Curatman
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 3 No. 4 (2024): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v3i4.200

Abstract

Football School (SSB) is a place for students to learn and develop their football talents. In this digital era, social media has become an effective platform to reach and attract the interest of new and existing students to join SSB. The aim of this research is to analyze effective content marketing strategies in increasing SSB student interaction on social media. This research uses a qualitative research method with a case study approach. Data collection techniques in this research are observation, interviews and document analysis. The data that has been collected is then analyzed in three stages, namely data reduction, data presentation and drawing conclusions. The research results show that an effective content marketing strategy can increase SSB student interaction on social media. This can help SSB to attract new students and increase the loyalty of old students. SSB needs to create interesting, informative and interactive content to encourage students to engage and participate in SSB activities.
Pengaruh Harga, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Produk Scarlett Whitening Rifki Nur Hidayatullah; Aang Curatman
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.695

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh harga, citra merek, dan kualitas produk terhadap keputusan pembelian produk Scarlett Whitening. Penelitian dilatarbelakangi oleh persaingan industri kosmetik yang semakin ketat sehingga perusahaan perlu memahami faktor-faktor yang mempengaruhi keputusan pembelian konsumen. Data diperoleh melalui penyebaran kuesioner kepada konsumen yang pernah membeli dan menggunakan produk Scarlett Whitening dengan teknik purposive sampling. Jumlah responden yang digunakan dalam penelitian ini sebanyak 164 orang. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa harga, citra merek, dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, secara simultan ketiga variabel tersebut terbukti memberikan pengaruh yang signifikan terhadap keputusan pembelian produk Scarlett Whitening. Temuan ini menunjukkan bahwa penetapan harga yang tepat, citra merek yang kuat, dan kualitas produk yang baik merupakan faktor penting dalam meningkatkan keputusan pembelian konsumen. Oleh karena itu, perusahaan perlu mempertahankan dan meningkatkan aspek ketiga tersebut untuk mendukung keberhasilan strategi pemasaran.
The Role of Perceived Value in Mediating the Effect of Store Atmosphere and Service Quality on Repurchase Intention at OB.Second Outlets Robby Wahyu Al Ayubi; Aang Curatman; Jefry Romdonny
Indonesian Journal of Business Analytics Vol. 5 No. 6 (2025): December 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v5i6.15916

Abstract

The purpose of this study is to examine how customers of OB.Second stores in Cirebon use perceived value to mediate the impact of store atmosphere and service quality on repurchase intention. The fierce rivalry in the thrifting sector and the significance of keeping clients through a satisfying shopping experience serve as the foundation for the research background. This study uses a quantitative methodology, collecting data from 300 respondents who have previously made purchases at OB.Second via a Google Form. SEM-PLS was used to analyze the data using SmartPLS software.The findings show that perceived value is positively and significantly impacted by store atmosphere and service quality. Furthermore, it has been demonstrated that repurchase intention is positively and significantly impacted by perceived value. Other findings show that the store atmosphere and service quality directly affect repurchase intention, but their impact intensifies when mediated by perceived value.The study concludes that enhancing the store's atmosphere and the quality of service can foster a positive perceived value among customers, thereby motivating them to make repeat purchases.
Pengaruh Promosi Dan Kualitas Layanan Terhadap Minat Berobat Ulang Dengan Pengetahuan Layanan Sebagai Variabel Mediasi Di Rumah Sakit Pertamina Balongan Muhammad Fachrurrijal; Aang Curatman; Jefry Romdhon
JURNAL ADMINISTRASI & MANAJEMEN Vol 15, No 4 (2025): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v15i4.7615

Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan kualitas layanan terhadap minat berobat ulang dengan pengetahuan layanan sebagai variabel mediasi pada Rumah Sakit Pertamina Balongan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Square (SEM-PLS). Data dikumpulkan melalui kuesioner terhadap 397 responden yang dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap minat berobat ulang (t sama dengan 7,848, p sama dengan 0,000) dan pengetahuan layanan (t sama dengan 6,435, p sama dengan 0,000). Promosi juga berpengaruh positif dan signifikan terhadap minat berobat ulang (t sama dengan 3,300, p sama dengan 0,001) serta pengetahuan layanan (t sama dengan 4,069, p sama dengan 0,000). Selain itu, pengetahuan layanan terbukti berpengaruh positif dan signifikan terhadap minat berobat ulang (t sama dengan 5,317, p sama dengan 0,000). Hasil pengujian efek tidak langsung menunjukkan bahwa pengetahuan layanan memediasi secara signifikan hubungan antara kualitas layanan dan minat berobat ulang (t sama dengan 3,938, p sama dengan 0,000), serta antara promosi dan minat berobat ulang (t sama dengan 3,046, p sama dengan 0,002), sehingga pengetahuan layanan berperan sebagai variabel mediasi parsial. Temuan ini mengindikasikan bahwa peningkatan minat berobat ulang tidak hanya dipengaruhi oleh promosi dan kualitas layanan secara langsung, tetapi juga melalui peningkatan pemahaman pasien terhadap layanan rumah sakit. Oleh karena itu, rumah sakit perlu mengintegrasikan strategi promosi yang bersifat edukatif dengan peningkatan kualitas layanan untuk membangun loyalitas pasien secara berkelanjutan. Kata kunci: promosi; kualitas layanan, pengetahuan layanan, minat berobat ulang, SEM-PLS
Co-Authors Agus Antomi Ahmad Zaki Aulia Alya Pasha Berlianti Alysha Prameswari Nurmalitasari Budiyanto Budiyanto Edy Hartono Farah Noor Ayuningtyas Ihza Mahendra Indira Wiyana Pramesti Jefry Romdhon Jefry Romdonny Joseph Ferdinand Cahyadinata Kartono Kartono Muhammad Fachrurrijal Nugraha Pramudya Rahmadi Rahmadi Rahmadi, Rahmadi Rahmawati Rahmawati Ranti Pradita Rifki Nur Hidayatullah Robby Wahyu Al Ayubi Savitri Ariani Shofiullah Shofiullah Siska Ernawati Fatimah Soesanty Maulany Tazkiya Salsabillah Yono Maulana Maulana