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Pengaruh Brand Image terhadap Repurchase Interest yang di Moderasi oleh Consumer Trust Ivanna, Rachel Berry; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9094

Abstract. The rapid development of technology and information has made people in Indonesia more open to global knowledge. This affects a person's behavior from regular shopping in person (offline) to shopping online through e-commerce platforms. Sociolla is an e-commerce in Indonesia that offers various types of original beauty products such as makeup, skin care, hair care and beauty tools. To be able to survive in a competitive market requires an effort to create strong consumer trust and a brand image that will be attached continuously so that it can form consumer desires to shop again. This research was conducted with the aim of examining the effect of brand image on repurchase intention moderated by consumer trust. The method used in this study is a survey method with a questionnaire instrument as the data collection technique. The object of this research is students in the city of Bandung who use the Sociolla e-commerce application, totaling 200 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence between brand image and repurchase intention of 44.1% in the Sociolla e-commerce online store application. Furthermore, the existence of consumer trust can strengthen and enhance the relationship between brand image and repurchase intention of 47.5% in the Sociolla e-commerce online store application. Abstrak. Pesatnya perkembangan teknologi dan informasi membuat masyarakat di Indonesia semakin terbuka akan pengetahuan global. Hal tersebut mempengaruhi perilaku seseorang dari biasa belanja secara langsung (offline) menjadi berbelanja secara online melalui platform e-commerce. Sociolla adalah salah satu e-commerce di Indonesia yang menawarkan berbagai jenis produk kecantikan original seperti makeup, perawatan kulit, perawatan rambut, dan alat kecantikan. Untuk dapat bertahan di pasar yang kompetitif memerlukan sebuah upaya untuk menciptakan kepercayaan konsumen yang kuat dan citra merek yang akan melekat secara terus menerus sehingga dapat membentuk keinginan konsumen untuk belanja kembali. Penelitian ini dilakukan dengan tujuan untuk menguji Pengaruh Citra Merek terhadap Minat Beli Ulang yang di Moderasi oleh Kepercayaan Konsumen. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah mahasiswa di kota Bandung pengguna aplikasi e-commerce Sociolla yang berjumlah 200 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merek terhadap minat beli ulang sebesar 44,1% pada aplikasi online store e-commerce Sociolla. Selanjutnya, dengan adanya kepercayaan konsumen dapat memperkuat dan meningkatkan hubungan antara citra merek terhadap minat beli ulang sebesar 47,5% pada aplikasi online store e-commerce Sociolla.

Pengaruh Social Media Marketing terhadap Keputusan Pembelian yang Dimoderasi Oleh Kualitas Produk Zamani N F, Sri Deva; Mulyaningsih, Hendrati Dwi; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 3 No. 2 (2023): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v3i2.9418

Abstract. This research focuses on the variables of social media marketing, purchasing decisions, and product quality. The purpose of this study was to determine the relationship between social media marketing and purchasing decisions and the role of product quality as a moderating variable in skincare Somethinc on the TikTok application.The method used in this study is a survey method with a questionnaire instrument as a data collection technique. The object of this research is Somethinc skincare users in the TikTok application who are domiciled in Bandung, totaling 270 people. The sampling technique in this study used purposive sampling. There are two hypotheses in this study. To test the hypothesis, the techniques used are simple regression analysis and MRA (Moderated Regression Analysis). The results of this study indicate that there is a positive and significant influence of social media marketing on consumer purchasing decisions for Somethinc skincare. Furthermore, product quality strengthens the relationship between social media marketing and purchasing decisions for skincare Somethinc on the TikTok application. Abstrak. Penelitian ini berfokus kepada variabel social media marketing, keputusan pembelian, dan kualitas produk. Tujuan dari penelitian ini ialah untuk mengetahui hubungan antara social media marketing dan keputusan pembelian serta peran kualitas produk sebagai variabel moderasi pada konsumen skincare Somethinc di aplikasi TikTok. Metode yang digunakan pada penelitian ini ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek pada penelitian ini ialah pengguna skincare Somethinc di aplikasi TikTok yang berdomisili di Bandung berjumlah 270 orang. Teknik sampling dalam penelitian ini menggunakan purposive sampling. Terdapat dua hipotesis yang ada pada penelitian ini. Untuk menguji hipotesis, teknik yang digunakan yaitu analisis regresi sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara social media matketing terhadap keputusan pembelian pada konsumen skincare Somethinc. Selanjutnya, kualitas produk memperkuat hubungan antara social media marketing terhadap keputusan pembelian pada skincare Somethinc di aplikasi TikTok.

Pengaruh Word Of Mouth dan Store Atmosphere terhadap Keputusan Pembelian Konsumen Nabila Ayu Khairunnisa; Oktini, Dede R.; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10199

Abstract. This study aims to determine Word Of Mouth and Store Atmosphere at Kasungka Coffee in Majalengka City and to find out the responses of respondents regarding Word Of Mouth and Store Atmosphere and to find out how the influence of Word Of Mouth and Store Atmosphere on Consumer Purchase Decisions at Kasungka Coffee in Majalengka City.This type of research uses descriptive and verification methods using a quantitative approach by processing calculations using the IBM SPSS 25 program and sampling techniques using nonprobability sampling for precision using purposive sampling. Then obtained a sample of 100 respondents who live in Majalengka City. The method of data analysis in this study uses multiple linear regression analysis with the aim of knowing the direction of the relationship between the Word Of Mouth variable (X1) and Store Atmosphere variable (X2) with the Purchase Decision variable (Y). Thus the results obtained from this research that Word Of Mouth partially has a significant effect on Purchase Decisions. Then Store Atmosphere partially has a significant effect on Purchase Decisions. As well as the Word Of Mouth and Store Atmosphere variables simultaneously have a significant effect on Consumer Purchase Decisions of Kasungka Coffee in Majalengka City. Abstrak. Penelitian ini bertujuan untuk mengetahui Word Of Mouth dan Store Atmosphere pada Kasungka Coffee di Kota Majalengka dan untuk mengetahui tanggapan responden mengenai Word Of Mouth dan Store Atmosphere serta mencari bagaimana pengaruh antara Word Of Mouth dan Store Atmosphere terhadap Keputusan Pembelian Konsumen pada Kasungka Coffee di Kota Majalengka. Jenis penelitian ini menggunakan metode deskriptif dan verifikatif dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungan menggunakan program IBM SPSS 25 dan teknik penarikan sampel menggunakan nonprobability sampling tepatnya menggunakan purposive sampling. Kemudian didapat sampel sebanyak 100 responden yang berdomisili di Kota Majalengka. Metode analisis data dalam penelitian ini menggunakan analisis regresi linier berganda dengan tujuan untuk mengetahui arah hubungan antara variabel Word Of Mouth (X1) dan variabel Store Atmosphere (X2) dengan variabel Keputusan Pembelian (Y). Dengan demikian didapatkan hasil dari penelitian ini bahwa Word Of Mouth secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Kemudian Store Atmosphere secara parsial berpengaruh signifikan terhadap Keputusan Pembelian. Serta variabel Word Of Mouth dan Store Atmosphere secara simultan berpengaruh signifikan terhadap Keputusan Pembelian Konsumen Kasungka Coffee di Kota Majalengka.

Pengaruh Brand Image terhadap Purchase Intention yang Dimoderasi oleh Influencer Marketing Natasya Rheina Fitri; Permana, Rezi Muhamad Taufik; Saraswati, Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13487

Abstract. The fashion industry is growing rapidly each year, especially in Indonesia. Fashion products are among those that constantly follow trends, almost every year, month, and even day. This is supported by data from the Central Statistics Agency (2023), which shows that the creative economy grew by 4.9% in 2023. Companies operating in the creative industry, particularly in fashion, need to continuously study consumer preferences to boost sales. One area of growth within the creative industry is fashion products, specifically handbags. The aim of this study is to examine the effect of brand image on purchase intention, moderated by influencer marketing. This research uses a quantitative method with a descriptive-verification approach. The study population consists of residents in Bandung City. Sampling was done using purposive sampling with the criteria of individuals who are aware of the We_Mad brand on Instagram but have never purchased We_Mad products. The sample size was 100 respondents. There are two hypotheses tested in this study. To test these hypotheses, data analysis was conducted using simple linear regression and moderated regression analysis (MRA). The results indicate that brand image significantly affects purchase intention for the We_Mad fashion brand on Instagram. The moderated analysis results show that influencer marketing has a strong effect on the relationship between brand image and purchase intention for the We_Mad fashion brand on Instagram. Abstrak. Perkembangan industri fashion sangat berkembang cukup pesat setiap tahunnya, terutama di Indonesia. Produk fashion adalah salah satu yang selalu mengikuti perkembangan tren, hampir setiap tahun bahkan setiap bulan dan setiap hari. Hal ini didukung oleh data dari Badan Pusat Statistika (2023) pertumbuhan ekonomi kreatif pada tahun 2023 meningkat sebesar 4,9%. Perusahaan yang bergerak di industri kreatif dalam bidang fashion harus terus mempelajari selera konsumen untuk menaikkan penjualan. Salah satu yang berkembang di industri kreatif adalah industri fashion yaitu produk fashion tas. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand image terhadap purchase intention yang dimoderasi oleh influencer marketing. Metode penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif verifikarif, populasi penelitian ini adalah masyarakat di Kota Bandung. Teknik penarikan sampel menggunakan purposive sampling dengan kriteria masyarakat yang mengetahui brand We_Mad di media sosial instagram namun belum pernah berbelanja produk We_Mad dengan jumlah sampel adalah sebanyak 100 responden. Terdapat dua hipotesis yang ada dalam penelitian ini. Untuk menguji hipotesis, teknik analisis data dilakukan melalui analisis regresi linier sederhana dan moderate regression analysis (MRA). Hasil penelitian menunjukkan bahwa brand image berpengaruh signifikan terhadap purschase intention pada brand fashion We_Mad di Sosial Media Instagram. Hasil uji analisis moderasi menunjukkan bahwa influencer marketing berpengaruh kuat terhadap hubungan brand image dengan purchase intention pada brand fashion We_Mad di Sosial Media Instagram.

Pengaruh Influencer Marketing terhadap Purchase Interest Konsumen Melalui Brand Image Sebagai Variabel Intervening Unaissa Nubailla Affifah; Permana, Rezi Muhamad Taufik; Saraswati , Nindya
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13571

Abstract. The growth of the fashion industry sector in Indonesia has become a product that continues to develop and has various types, one of which is Muslim fashion which is increasingly developing. This is similar to what The State Global Islamic Economy (2023) said that Muslim fashion consumption shows a continuous increase in Indonesia which illustrates a growth rate of 18.2% per year. The competitive conditions in the fashion industry sector are also developing in West Java, especially Bekasi City. As quoted from HIJUP data, Bekasi is one of the five largest cities in Indonesia that has the most interest in shopping for Muslim fashion in 2019. The Muslim fashion business has great potential because it is increasingly varied with lots of creativity. One of the brands in Bekasi City is Khansacha.id. The purpose of this study is to analyze the influence of influencer marketing on consumer buying interest through brand image as an intervening variable in Khansacha.id products. The sampling technique used purposive sampling with the criteria of being domiciled in Bekasi City and having never purchased Khansacha.id products aged 12-55 years with a sample size of 150 respondents. The research approach is quantitative research with a survey method through distributing questionnaires as a data collection tool. Data collection was carried out by distributing questionnaires using Likert scale measurements. The method for analyzing data uses path analysis. Based on the results of the study, it can be concluded that (1) There is an influence of influencer marketing on purchasing interest in Khansacha.id products. in Bekasi City. (2) There is no influence of brand image does not mediate the influence of influencer marketing on purchasing interest in Khansacha.id products in Bekasi City Abstrak. Pertumbuhan sektor industri fashion di Indonesia menjadi produk yang terus berkembang dan memiliki jenis yang beragam, salah satunya adalah fashion muslim yang semakin berkembang. Hal ini serupa dengan yang dikatakan oleh The State Global Islamic Economy (2023) bahwa konsumsi fashion muslim menunjukkan peningkatan terus-menerus di Indonesia yang menggambarkan laju pertumbuhan mencapai 18,2% per tahunnya. Kondisi persaingan di bidang sektor industri fashion ini juga berkembang di Jawa Barat khususnya Kota Bekasi. Seperti dikutip data HIJUP, Bekasi adalah salah satu dari lima kota terbesar di Indonesia yang memiliki minat berbelanja fashion muslim terbanyak pada tahun 2019. Bisnis di bidang fashion muslim memiliki potensi yang besar karena semakin bervariasi dengan banyaknya kreativitas. Salah satu brand yang ada di Kota Bekasi adalah Khansacha.id. Tujuan penelitian ini adalah menganalisis pengaruh influencer marketing terhdap minat beli konsumen melalui brand image sebagai variabel intervening pada produk Khansacha.id. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria berdomisili di Kota Bekasi dan belum pernah membeli produk Khansacha.id yang berusia 12-55 tahun dengan jumlah sampel sebanyak 150 responden. Pendekatan penelitian adalah penelitian kuantitatif dengan metode survey melalui penyebaran kuesioner sebagai alat pengumpulan data. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan menggunakan pengukuran skala Likert. Metode untuk menganilis data menggunakan path analysis. Berdasarkan hasil penelitian dapat disimpulkan bahwa (1) Terdapat pengaruh influencer marketing terhadap minat beli pada produk Khansacha.id. di Kota Bekasi. (2) Tidak terdapat terdapat pengaruh brand image tidak memediasi pengaruh influencer marketing terhadap minat beli pada produk Khansacha.id di Kota Bekasi.

Strategi Pengembangan Usaha dengan Diversifikasi dan Endorsement dalam Upaya Pengembangan Produk Sate Taichan Bang Deeps Muhammad Rifqi Awalludin; Rohandi, Mochamad Malik Akbar; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15403

Abstract. MSMEs in the city of Bandung were recorded at 10,181 based on this data, the Culinary industry is a very rapid industry compared to other industries, which is 40%. One of the businesses in the culinary field in the city of Bandung is Sate Taichan Bang Deeps, which is a brand engaged in culinary, especially spicy food. In general, satay is processed meat that uses peanut sauce. Following the current development, satay has several kinds of olahanan such as taichan satay which is processed chicken meat and uses chili sauce to add to the flavor of the satay. Sate Taichan Bang Deeps has a main menu, namely taichan satay which is processed chicken meat. The number of competitors with similar products, Sate Taichan Bang Deeps carries out a product diversification strategy, namely bringing up new products in the form of rice bowls which have several variants such as oseng taichan, krispy sambal taichan and krispy sambal matah. Sate Taichan Bang Deeps uses SWOT Analysis, Porter's Five Forces, Balance Scorecard, Target and Performance, and BCG (Boston Consulting Group) strategies which aim to evaluate and design strategies in business development to achieve targets. Abstrak. UMKM di Kota Bandung tercatat sebanyak 10.181 berdasarkan data tersebut industri Kuliner merupakan industri yang sangat pesat dibanding industri lainnya yaitu sebesar 40%. Salah satu usaha dibidang kuliner di kota Bandung yaitu Sate Taichan Bang Deeps yang merupakan suatu brand yang bergerak dibidang kuliner khususnya makanan pedas. Pada umunya, sate merupakan olahan daging yang memakai bumbu kacang. Mengikuti perkembangan saat ini, sate mempunyai beberapa macam olahanan seperti sate taichan yang merupakan daging ayam olahan dan memakai sambal untuk menambah cita rasa dari sate tersebut. Sate Taichan Bang Deeps memiliki menu utama yaitu sate taichan yang merupakan olahan daging ayam. Banyaknya pesaing dengan produk serupa, Sate Taichan Bang Deeps melakukan strategi diversifikasi produk yaitu memunculkan produk baru berupa rice bowl yang memiliki beberapa varian seperti, oseng taichan, krispy sambal taichan dan krispy sambal matah. Sate Taichan Bang Deeps menggunakan strategi SWOT Analysis, Five Forces Porter, Balance Scorecard, Target and Performance, dan BCG (Boston Consulting Group) yang bertujuan guna mengevaluasi serta merancang strategi dalam pengembangan usaha untuk mencapai target.

Strategi Pengembangaan Usaha melalui Endorsement Leggo.eat di Kota Bandung Alivia Nurhaliza Arif; Rohandi, Mochamad Malik Akbar; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15405

Abstract. The culinary industry is an industry that is currently continuing to develop rapidly, because culinary delights have become a daily necessity, Public interest in culinafy is increasing, making business people countinue to make product innovations, Leggo.eat is a business brand in the Japanese culinary sector that suits the taste buds of Indonesian people, whose main product is mentai rice. Business competition is getting tighter, Leggo.eat needs to develop products by studying production aspects, marketing aspects, financial aspects, human resource and technology aspects, Leggo.eat also needs to increase brand popularity by means of endorsements so that the product can be known by the public. The strategy used is to use endorsement which is a form of promotion through a well-known figure in the city of Bandung who has popularity, namely @maulanahasyim_. Leggo.eat uses the SWOT Analysis, Porter's Five Forces, Balance Scorecard, Target and Performance, and Boston Consulting Group (BCG) Matrix methods to evaluate and design business development strategies with the aim of reaching market targets, building relationships with customers, and continuing to innovate. Abstrak. Industri kuliner merupakan industri yang saat ini terus berkembang secara pest, dikarenakan kuliner menjadi kebutuhan sehari-hari. Minat masyarakat terhadap kuliner semakin tinggi menjadikan pelaku bisnis terus membuat inovasi-inovasi produk. Leggo.eat merupakan brand usaha di bidang kuliner khas Jepang yang cocok dengan lidah masyarakat Indonesia, yang memiliki produk utama mentai rice. Persaingaan bisnis yang semakin ketat, Leggo.eat memerlukan pengembangan produk dengan mempelajari aspek produksi, aspek pemasara, aspek keuangan, aspek sumber daya manusia dan teknologi, Leggo.eat juga perlu meningkatkan popularitas brand dengan cara endorsement yang merupakan suatu bentuk promosi melalui tokoh terkenal di Kota Bandung yang memiliki popularitas yaitu @maulanahasyim_. Leggo.eat menggunakan metode SWOT Analysis, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG) Matrix untuk mengevaluasi dan merancang strategi pengembangan bisnis dengan tujuannya untuk mencapai target pasar, membangun hubungan dengan pelanggan, dan terus berinovasi.

Social Media Marketing dan Experiential Marketing sebagai Pengembangan Usaha Noot Studios Gheanissa Aulia Luthfani; Rohandi, Mochamad Malik Akbar; Permana, Rezi Muhamad Taufik
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.15589

Abstract. The fashion industry is growing rapidly due to the influence of technology. Now fashion not only includes grooming, style, and clothing, but can reflect a person's lifestyle and identity. Fashion trends in Indonesia initially tend to imitate western styles that have a simple and practical impression. Korean fashion trends with fashion styles that combine bright colors and cheerful nuances are present and become popular among Indonesians, especially young people. Bags remain a popular fashion product, because bags have an important function in everyday life. Noot Studios, a business brand in the fashion sector, prioritizes its products, namely dumpling bags, which have fashionable and practical values in their use. Dumpling bags have a high selling value because they can answer the needs of people in today's fashionable and practical era. In developing its products, noot studios uses social media marketing as a strategy to introduce products to the market. Experiential marketing is also used as a strategy to build buying interest by inspiring customer emotions through the creation of positive experiences through several events and offline marketing media. Noot Studios uses SWOT Analysis, Porter's Five Forces, Balance Scorecard, Target and Perfomance, and Boston Consulting Group (BCG) Matrix methods in evaluating and creating business development strategies to achieve target markets, build connections with customers and continue to innovate. Abstrak. Industri fashion berkembang pesat karena pengaruh teknologi. Kini fashion tidak hanya meliputi dandanan, gaya, dan busana, tetapi dapat mencerminkan gaya hidup dan identitas seseorang. Tren fashion di Indonesia awalnya cenderung meniru gaya barat yang memiliki kesan simpel dan praktis. Tren fashion korea dengan gaya fashion yang memadukan warna cerah dan nuansa ceria hadir dan menjadi populer di kalangan masyarakat Indonesia terutama anak muda. Tas tetap menjadi produk fashion yang populer, dikarenakan tas memiliki fungsi penting dalam kehidupan sehari-hari. Noot Studios yang merupakan brand usaha di bidang fashion mengutamakan produknya yaitu dumpling bag yang memiliki nilai fashionable dan praktis pada penggunaannya. Dumpling bag memiliki nilai jual yang tinggi karena bisa menjawab kebutuhan masyarakat di era fashionable dan praktis saat ini. Dalam pengembangan produknya, noot studios menggunakan social media marketing sebagai strategi untuk memperkenalkan produk kepada pasar. Experiential marketing juga digunakan sebagai strategi untuk membangun minat beli dengan menginspirasi emosi pelanggan melalui penciptaan pengalaman positif melalui beberapa event dan media pemasaran offline. Noot Studios menggunakan metode SWOT Analysis, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG) Matrix dalam mengevaluasi dan membuat strategi pengembangan bisnis untuk mencapai target pasar, membangun koneksi dengan pelanggan dan terus berinovasi.

Indonesian Halal Beauty Consumers’ Impulse Buying: Credibility, Awareness, and FoMO Explained Saraswati, Nindya; Permana, Rezi Muhamad Taufik; Gumelar, Eka Tresna
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (June 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4941

Indonesia has a large and growing Muslim population, making it a significant market for halal beauty products. Consumers with high halal awareness are more discerning in their product choices, while credible influencers can effectively sway impulsive buying decisions. This empirical study aims to uncover how halal awareness and influencers credibility impact impulsive buying behaviour of halal beauty products and to explore how the fear of missing out (FoMO) moderates the relationships. This research is quantitative, which involves survey to 209 respondents and data analysis to quantify the relationships using SmartPLS4. The findings reveal significant positive correlation between halal awareness, influencer credibility and impulsive buying. Although FoMO shows a positive correlation with impulsive buying, its effect is not statistically significant. The moderating effect of FoMO role does not significantly show in the relationships. This research contributes to enrich liiterature, provide actionable insights for businesses and marketers in developing targeted marketing strategies that can encourage innovation and meet market demand.

Analysis of Paylater Usage on Impulsive Buying Behavior Hamidah, Syifa Fauziah; Pratama, Roro Arinda Reswanti Julian; Permana, Rezi Muhamad Taufik
Almana : Jurnal Manajemen dan Bisnis Vol 8 No 1 (2024): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v8i1.2514

The use of new financial technologies, such as PayLater services, has grown rapidly in recent years. This service allows consumers to buy goods without paying directly at the time of purchase, but instead pay later within a certain period of time. Although this service provides convenience and flexibility in shopping, unwise use can increase the risk of impulsive purchasing behavior. The purpose of this study is to find out how to analyze the relationship between PayLater use and impulsive shopping behavior. The analytical method used is a quantitative method with descriptive analysis. To process the data, the author used Microsoft Excel 2019 and SPSS 26 For Windows. The survey method was carried out by distributing questionnaires to respondents who used PayLater services and measuring the level of their impulsive behavior in buying goods online. The study results show a strong relationship between impulsive buying behavior and pay-later users.

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