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All Journal JMM (Jurnal Masyarakat Mandiri) Almana : Jurnal Manajemen dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management MIMBAR : Jurnal Sosial dan Pembangunan
Permana, Rezi Muhamad Taufik
Prodi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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Pengaruh Price Discount dan Visual Appeal terhadap Perilaku Impulse Buying Konsumen Online Food Delivery Mukhamad Satrio Harditiyanto; Mochamad Malik Akbar Rohandi; Rezi Muhamad Taufik Permana
Jurnal Riset Manajemen dan Bisnis Volume 5, No. 1, Juli 2025 Jurnal Riset Manajemen dan Bisnis (JRMB)
Publisher : UPT Publikasi Ilmiah Unisba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/jrmb.v5i1.6512

Abstract

Abstract. The creative economy has become main choice for many countries to face the increasing global competition in the growth of the new economy. With the development of digital era, some people have turned to food delivery services without need to come to the restaurant location. Three variables are used in this study, namely price discount, visual appeal and consumer impulse buying. The purpose of this study is to determine the effect of price discount and visual appeal on consumer impulse buying behaviour at GoFood online food delivery platform in Bubur Ayam Berkah Hamdani. This research is a type of descriptive research using quantitative methods. The sampling technique used is non-probability sampling, namely purposive sampling. The population in this study were consumers who had shopped at GoFood Bubur Ayam Berkah Hamdani with a minimum sample of 100 respondents. The data analysis used is descriptive and confirmatory analysis using multiple linear regression analysis, F-test, t-test and coefficient of determination. The results of this study indicate that price discount partially has a significant effect on impulse buying and visual appeal partially has a significant effect on impulse buying. Then, simultaneously, price discount and visual appeal have a significant effect on consumers' impulse buying. Abstrak. Ekonomi kreatif menjadi pilihan utama bagi banyak negara untuk menghadapi ketatnya persaingan global yang semakin meningkat dalam pertumbuhan ekonomi baru. Seiring dengan perkembangan di era digitalisasi, sebagian masyarakat telah beralih terhadap layanan pesan antar makanan tanpa perlu datang ke lokasi restoran. Terdapat tiga variabel yang digunakan dalam penelitian ini yaitu price discount, visual appeal, dan impulse buying konsumen. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh price discount dan visual appeal terhadap perilaku impulse buying konsumen pada platform online food delivery GoFood di Bubur Ayam Berkah Hamdani. Penelitian ini merupakan jenis penelitian deskriptif dengan metode kuantitatif. Teknik sampling yang digunakan adalah nonprobability sampling yaitu purposive sampling. Populasi pada penelitian ini adalah konsumen yang pernah melakukan pembelian di GoFood Bubur Ayam Berkah Hamdani dengan sampel minimal 100 responden. Analisis data yang digunakan adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linier berganda, uji F, uji t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa price discount secara parsial berpengaruh signifikan terhadap impulse buying dan visual appeal secara parsial berpengaruh signifikan terhadap impulse buying. Lalu secara simultan price discount dan visual appeal berpengaruh signifikan terhadap impulse buying konsumen.
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

Abstract

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.
MENDORONG PRAKTIK BISNIS BERKELANJUTAN DAN PEMASARAN DIGITAL PADA SEKTOR UMKM DI THAILAND MELALUI COMMUNITY ENGAGEMENT Saraswati, Nindya; Meirani, Nadia; Assyofa, Allya Roosallyn; Nugraha, Yudha Dwi; Gumelar, Eka Tresna; Mulyaningsih, Hendrati Dwi; Handri, Handri; Wirayudha, Aditia; Rosandi, Mochamad Malik Akbar; Permana, Rezi Muhamad Taufik
JMM (Jurnal Masyarakat Mandiri) Vol 10, No 2 (2026): April
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/jmm.v10i2.38008

Abstract

Abstrak: UMKM di negara berkembang masih menghadapi permasalahan rendahnya pemahaman praktik bisnis berkelanjutan dan keterbatasan pemanfaatan pemasaran digital, khususnya pada sektor usaha berbasis pasar tradisional. Pengabdian kepada masyarakat internasional ini bertujuan meningkatkan kapasitas 30 pelaku UMKM Thailand dalam mengintegrasikan praktik bisnis berkelanjutan dan pemasaran digital sebagai strategi peningkatan daya saing, mencakup peningkatan hardskill berupa kemampuan teknis penggunaan platform pemasaran digital dan penerapan prinsip bisnis berkelanjutan, serta softskill berupa kesadaran, komitmen, dan adaptasi lintas budaya dalam berwirausaha. Kegiatan dilaksanakan melalui penyuluhan dan workshop praktik kepada mitra di Save One Go Market Yaek Kor Por Aor, Thailand. Evaluasi melalui pendekatan outcome-based evaluation yang menilai capaian nyata peserta menggunakan instrumen penilaian yang terdiri dari 15 item pertanyaan. Tingkat ketercapaian keberhasilan kegiatan diukur berdasarkan tiga dimensi, yaitu: (1) perubahan sikap yang tercermin dari meningkatnya kesadaran dan komitmen peserta terhadap praktik bisnis berkelanjutan dengan tingkat peningkatan softskill sebesar 82%; (2) perubahan sosial dan budaya usaha yang terlihat dari partisipasi aktif peserta dengan capaian 78%; serta (3) adopsi awal pemasaran digital sebagai indikator peningkatan hardskill dengan capaian sebesar 74%. Kebaruan kegiatan ini terletak pada model PkM internasional berbasis pasar lokal non-wisata yang mengintegrasikan keberlanjutan dan digitalisasi secara praktis dalam konteks lintas budaya.Abstract: MSMEs in developing countries continue to face challenges related to limited understanding of sustainable business practices and low utilization of digital marketing, particularly in traditional market-based enterprises. This international community service program aimed to strengthen the capacity of Thai SMEs in integrating sustainable business practices and digital marketing as competitive enhancement strategies, encompassing the development of hard skills, including technical proficiency in digital marketing platforms and the application of sustainable business principles, as well as soft skills such as awareness, commitment, and cross-cultural entrepreneurial adaptability. The program was implemented through socialization, counseling, and hands-on workshops involving 30 MSME partners at Save One Go Market Yaek Kor Por Aor, Thailand. The evaluation was conducted using an outcome-based approach that measured participants' actual achievements through a 15-item assessment instrument. Program success was assessed across these three dimensions: (1) attitudinal change, reflected in heightened awareness and commitment toward sustainable business practices, with a soft skill improvement rate of 82%; (2) social and business-cultural transformation, evidenced by active participant engagement, achieving a score of 78%; and (3) initial adoption of digital marketing as an indicator of hard skill development, with an attainment rate of 74%. The novelty of this program lies in its international community service model conducted in a non-tourism local market, integrating sustainability and digitalization through practical, context-based interventions.
Driven by Fear and Fun: How FOMO and Hedonic Motivation Shape Emotional Engagement and Participation in Sportainment Events Rezi Muhamad Taufik Permana; Mochamad Malik Akbar Rohandi
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 1 (2026): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i1.3020

Abstract

This study investigates the roles of Fear of Missing Out (FOMO) and hedonic motivation as antecedents of emotional engagement and continued participation intention in sportainment events. Unlike prior studies that examine these constructs in isolation or in Western metropolitan contexts, this research integrates both psychological drivers within a single affective mediation framework applied to an emerging Indonesian urban setting. A quantitative, cross‑sectional survey of 150 urban sportainment participants in Bandung was conducted using a structured Likert-scale questionnaire and analyzed via partial least squares structural equation modeling (PLS-SEM). Both FOMO and hedonic motivation positively and significantly influence emotional engagement, with hedonic motivation exhibiting a stronger effect. Emotional engagement, in turn, significantly predicts continued participation intention and fully mediates both antecedent effects. These findings reveal that while FOMO generates social momentum for attendance, hedonic experience quality is the principal driver of sustained emotional involvement and re-attendance and re-engagement. The results offer theoretically grounded and practically actionable insights for event designers and marketers in emerging urban markets.
Pengaruh Customer Experience dan Customer Sastisfaction Sebagai Pemediasi terhadap Revisit Intention Awal Desta Fariza Benhard; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management 1175-1182
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.24630

Abstract

Abstract. The development of recreational sports in Indonesia, which is moving towards the concept of sports entertainment, demands an increase in the quality of user experience at sports facilities. However, there is still a gap between expectations and actual experiences that influence satisfaction and revisit intentions, including at TheGoodPadel. This study aims to analyze the influence of Customer Experience on Revisit Intention, both directly and through Customer Satisfaction as a mediating variable. The approach used is quantitative with a descriptive verification method, involving 100 respondents selected through purposive sampling based on the Slovin formula. Data were collected using a Likert scale questionnaire that has met the validity and reliability tests, then analyzed using multiple linear regression, t-test, F-test, and Sobel test to test mediation. The results of the study indicate that Customer Experience and Customer Satisfaction are in the good category. Partially, Customer Experience has a positive and significant effect on Revisit Intention, Customer Experience also has a significant effect on Customer Satisfaction, and Customer Satisfaction has a positive and significant effect on Revisit Intention. The results of the Sobel test indicate that Customer Satisfaction significantly mediates the relationship between Customer Experience and Revisit Intention. Simultaneously, all variables have a significant effect on revisit intention. Abstrak. Perkembangan olahraga rekreasi di Indonesia yang mengarah pada konsep sport entertainment menuntut peningkatan kualitas pengalaman pengguna fasilitas olahraga, namun masih terdapat kesenjangan antara harapan dan pengalaman aktual yang memengaruhi kepuasan serta niat kunjungan ulang, termasuk pada TheGoodPadel. Penelitian ini bertujuan menganalisis pengaruh Customer Experience terhadap Revisit Intention, baik secara langsung maupun melalui Customer Satisfaction sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode deskriptif verifikatif, melibatkan 100 responden yang dipilih melalui purposive sampling berdasarkan rumus Slovin. Data dikumpulkan menggunakan kuesioner skala Likert yang telah memenuhi uji validitas dan reliabilitas, kemudian dianalisis menggunakan regresi linear berganda, uji t, uji F, serta uji Sobel untuk menguji mediasi. Hasil penelitian menunjukkan bahwa Customer Experience dan Customer Satisfaction berada pada kategori baik. Secara parsial, Customer Experience berpengaruh positif dan signifikan terhadap Revisit Intention, Customer Experience juga berpengaruh signifikan terhadap Customer Satisfaction, serta Customer Satisfaction berpengaruh positif dan signifikan terhadap Revisit Intention. Hasil uji Sobel menunjukkan bahwa Customer Satisfaction memediasi secara signifikan hubungan antara Customer Experience dan Revisit Intention. Secara simultan, seluruh variabel berpengaruh signifikan terhadap niat kunjungan ulang.
Pengaruh Eco-Label terhadap Green Purchase Intention melalui Perceived Eco-Friendly Brand pada Konsumen Susu Ultra: Studi pada Konsumen Gen Z di Kota Bandung Asy Syifa Az Zahra; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management 1229-1238
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26037

Abstract

Abstract. This research is motivated by the phenomenon of the global environmental crisis and high consumption of packaged liquid milk, which leads to increased packaging waste, thereby demanding green communication on product packaging to address information asymmetry and greenwashing skepticism among Generation Z. The objects of this study are Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention on Ultra Milk products. The purpose of this study is to determine the effect of Eco-label on Green Purchase Intention through Perceived Eco-friendly Brand. The data used in this study is primary data. The population used is Generation Z consumers in Bandung City who have consumed Ultra Milk. The sampling method used purposive sampling and obtained a sample of 100 respondents. This study uses a quantitative method with descriptive and verificative approaches. The analysis techniques used are path analysis and the Sobel Test. The results showed that Eco-label, Perceived Eco-friendly Brand, and Green Purchase Intention are in the good category. Partially, Eco-label affects Perceived Eco-friendly Brand, Perceived Eco-friendly Brand affects Green Purchase Intention, and Eco-label does not directly affect Green Purchase Intention. Meanwhile, Perceived Eco-friendly Brand is proven to fully mediate the effect of Eco-label on Green Purchase Intention. Abstrak. Penelitian ini dilatarbelakangi oleh fenomena maraknya krisis lingkungan global dan tingginya tingkat konsumsi susu cair kemasan yang berdampak pada peningkatan sampah kemasan, sehingga menuntut pentingnya komunikasi hijau pada kemasan produk untuk mengatasi kesenjangan informasi serta skeptisisme greenwashing di kalangan Generasi Z. Objek dalam penelitian ini adalah Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention pada produk susu Ultra Milk. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Eco-label terhadap Green Purchase Intention melalui Perceived Eco-friendly Brand. Data yang digunakan dalam penelitian ini adalah data primer. Populasi yang digunakan yaitu konsumen Generasi Z di Kota Bandung yang pernah mengonsumsi susu Ultra Milk. Metode pengambilan sampel menggunakan purposive sampling dan diperoleh sampel sebanyak 100 responden. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik analisis yang digunakan adalah analisis jalur (path analysis) dan Sobel Test. Hasil penelitian menunjukkan bahwa Eco-label, Perceived Eco-friendly Brand, dan Green Purchase Intention berada dalam kategori baik. Secara parsial, Eco-label berpengaruh terhadap Perceived Eco-friendly Brand, Perceived Eco-friendly Brand berpengaruh terhadap Green Purchase Intention, dan Eco-label tidak berpengaruh secara langsung terhadap Green Purchase Intention. Sementara itu, Perceived Eco-friendly Brand terbukti memediasi secara penuh pengaruh Eco-label terhadap Green Purchase Intention.
Strategi Pengembangan Usaha Brand Lokal In-Onecloth melalui Event dan Social Media Marketing Dimas Raditia; Rezi Muhamad Taufik Permana; Nindya Saraswati
Bandung Conference Series: Business and Management 1101-1110
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26248

Abstract

Abstract. The local fashion industry in Indonesia, particularly in Bandung, has grown rapidly along with the increasing interest of young consumers in fashion products that emphasize comfort, style, and personal identity. In-OneClothn is a local fashion brand focusing on casual wear, with its main product being board shorts made from cotton-taslan material. This study aims to analyze and formulate brand development strategies for In-OneClothn to increase sales and brand awareness amid the increasingly competitive fashion industry. The research methods include SWOT analysis, Porter's Five Forces, Balanced Scorecard, Target and Performance analysis, and the Boston Consulting Group (BCG) Matrix, supported by marketing approaches through segmentation, targeting, positioning (STP), and the marketing mix. The results indicate that In-OneClothn has strong growth potential through the optimization of digital marketing, the use of social media and marketplaces, and the strengthening of brand identity that emphasizes a balance between comfort, simplicity, and style. A well-planned and sustainable brand development strategy is expected to enhance the brand's existence, sales performance, and competitiveness within the creative fashion industry. Abstrak. Industri fesyen lokal Indonesia, khususnya di Kota Bandung, mengalami perkembangan pesat seiring meningkatnya minat generasi muda terhadap produk fesyen yang mengutamakan kenyamanan, gaya, dan identitas diri. In-OneClothn merupakan merek fesyen lokal yang bergerak di bidang pakaian kasual dengan produk utama berupa celana board short berbahan katun-taslan. Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi pengembangan brand In-OneClothn dalam meningkatkan penjualan dan brand awareness di tengah persaingan industri fesyen yang semakin kompetitif. Metode penelitian yang digunakan meliputi analisis SWOT, Five Forces Porter, Balanced Scorecard, Target and Performance, serta Boston Consulting Group (BCG) Matrix, dengan pendekatan pemasaran melalui segmentasi, targeting, positioning (STP), dan bauran pemasaran. Hasil penelitian menunjukkan bahwa In-OneClothn memiliki peluang besar untuk berkembang melalui optimalisasi pemasaran digital, pemanfaatan media sosial dan marketplace, serta penguatan identitas brand yang menekankan keseimbangan antara kenyamanan, kesederhanaan, dan gaya. Strategi pengembangan brand yang terarah dan berkelanjutan dinilai mampu meningkatkan eksistensi, penjualan, dan daya saing In-OneClothn sebagai brand fesyen lokal di industri kreatif.
Strategi Pengembangan Usaha Tea.dieu Melalui Pengembangan Produk Berbasis Potensi Lokal sebagai Upaya Meningkatkan Daya Saing Elena Eldisandra Putri; Rezi Muhamad Taufik Permana; Eka Tresna Gumelar
Bandung Conference Series: Business and Management 1143-1154
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26286

Abstract

Abstract. Tea.dieu is a micro, small, and medium enterprise (MSME) in Subang Regency operating in the food and beverage industry, specializing in modern herbal beverages made from natural ingredients such as butterfly pea flowers, roselle flowers, and Subang pineapples as local resources. Amid the increasingly competitive beverage industry, Tea.dieu requires an appropriate business development strategy to enhance its competitiveness while ensuring business sustainability. This study aims to analyze Tea.dieu's business development strategy using an applied research approach with a descriptive qualitative method. The analysis was conducted using the Business Model Canvas (BMC), SWOT analysis, Porter's Five Forces, the Balanced Scorecard (BSC), the BCG Matrix, and business target and performance analysis. Data were collected through observation, documentation, literature review, and a preliminary survey involving 93 respondents. The results indicate that Tea.dieu's strengths lie in its natural product innovation, utilization of local resources, and business legality, as demonstrated by its Business Identification Number (NIB), Halal Certification, and Intellectual Property Rights (IPR). The proposed business development strategies include product diversification, packaging innovation, strengthening digital marketing, and increasing production capacity to enhance competitiveness and support the sustainability of Tea.dieu. Abstrak. Tea.dieu merupakan UMKM di Kabupaten Subang yang bergerak di bidang makanan dan minuman yang mengembangkan minuman herbal modern berbahan alami, seperti bunga telang, bunga rosella, dan nanas khas Subang sebagai potensi lokal. Di tengah persaingan industri minuman yang semakin kompetitif, Tea.dieu memerlukan strategi pengembangan usaha yang tepat agar mampu meningkatkan daya saing sekaligus menjaga keberlanjutan usahanya. Penelitian ini bertujuan menganalisis strategi pengembangan usaha Tea.dieu menggunakan pendekatan penelitian terapan dengan metode deskriptif kualitatif.  Analisis dilakukan menggunakan Business Model Canvas (BMC), analisis SWOT, Five Forces Porter, Balanced Sorecard, BCG Matrix, serta analisis target dan kinerja usaha. Data diperoleh melalui observasi, dokumentasi, studi pustaka, dan survei awal terhadap 93 responden. Hasil analisis menunjukkan bahwa Tea.dieu memiliki keunggulan pada inovasi produk berbahan alami, pemanfaatan potensi lokal, serta telah memiliki Nomor Induk Berusaha (NIB), Sertifikat Halal, dan Hak Kekayaan intelektual (HKI) sebagai bentuk penguatan legalitas usaha. Strategi pengembangan yang dihasilkan meliputi pengembangan varian produk, inovasi kemasan, penguatan pemasaran digital, dan peningkatan kapasitas produksi untuk meningkatkan daya saing serta mendukung keberlanjutan usaha Tea.dieu.
Sportainment Participation in Muslim-Majority Context: Examining Motivation, Satisfaction and Continued Participation Intention Haryaman Justisia Sulaiman; Muhammad Zhafir Afif; Rezi Muhamad Taufik Permana; Rizki Nuradi Febrianto; Muhammad Kafin Anwar
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 2 (2026): August
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i2.3061

Abstract

The sportainment phenomenon has transformed sport participation into an experience-oriented activity, especially in running events that integrate athletics, entertainment, community engagement, and lifestyle elements. The purpose of this study is to investigate the effect of experiential motivation on participant satisfaction and the effect of participant satisfaction on the intention to continue run-sportainment. This study aims to investigate the effect of religious orientation on the relationship between experiential motivation and participant satisfaction in a Muslim society. In this quantitative methodology, a cross-sectional survey was conducted with participants who had participated in at least one run-sportainment event in Bandung in the last 12 months. Data were collected by questionnaire and analyzed by partial least squares structural equation modeling. The results indicate that experiential motivation increases participant satisfaction. This means that good event assessments are promoted by immersive, engaging, pleasurable, and memorable experiences. Participants’ satisfaction encourages the desire to remain involved, which indicates that satisfied participants are more likely to re-engage, recommend similar events, and engage in future sportainment endeavors. However, religious orientation does not affect the relationship between experience motivation and participant satisfaction. These findings emphasize the necessity of creating impactful and engaging sportainment experiences to maintain participant engagement.
Analisis Technology Acceptance Model pada Aplikasi Jiwa+ Rizki Nuradi Febrianto; Rezi Muhamad Taufik Permana; Haryaman Justisia Sulaiman
Bandung Conference Series: Business and Management 1091-1100
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26237

Abstract

Abstract. Digital transformation in the food and beverage industry has driven companies to adopt mobile applications to improve service efficiency and customer engagement. However, low ratings and frequent complaints on the Jiwa+ application indicate a technology acceptance problem, where perceived usefulness and ease of use have not optimally shaped user attitudes and intentions. This study examines the influence of Perceived Usefulness and Perceived Ease of Use on Intention to Use, mediated by Attitude Toward Using, among Generation Z users of Jiwa+ in Bandung. Using a quantitative approach with descriptive and verificative methods based on the Technology Acceptance Model (TAM), data were collected from 203 respondents through questionnaires selected via non-probability purposive sampling. Data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). Results show that Perceived Usefulness and Perceived Ease of Use have a positive and significant effect on Attitude Toward Using and Intention to Use. Attitude Toward Using also significantly mediates the relationship between these two variables and Intention to Use. These findings suggest that enhancing perceived benefits and ease of use plays a crucial role in shaping positive user attitudes and driving sustained intention to continue using the Jiwa+ application among Generation Z consumers in Bandung. Abstrak. Transformasi digital dalam industri food and beverage mendorong perusahaan untuk mengadopsi aplikasi seluler sebagai sarana meningkatkan efisiensi layanan dan keterikatan pelanggan. Namun, rendahnya rating dan tingginya keluhan pada aplikasi Jiwa+ mengindikasikan masalah penerimaan teknologi, di mana persepsi kegunaan dan kemudahan belum optimal dalam membentuk sikap dan niat penggunaan. Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Usefulness dan Perceived Ease of Use terhadap Intention to Use melalui Attitude Toward Using sebagai variabel mediasi pada pengguna aplikasi Jiwa+ Generasi Z di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif yang didasarkan pada kerangka Technology Acceptance Model (TAM). Data penelitian diperoleh melalui penyebaran kuesioner kepada 203 responden yang dipilih menggunakan teknik non probability sampling dengan metode purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Perceived Usefulness dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Attitude Toward Using serta Intention to Use. Selain itu, Attitude Toward Using terbukti memediasi pengaruh kedua variabel tersebut terhadap Intention to Use. Temuan ini menunjukkan bahwa peningkatan manfaat dan kemudahan penggunaan aplikasi menjadi faktor penting dalam membentuk sikap positif serta mendorong niat penggunaan aplikasi Jiwa+ secara berkelanjutan.
Co-Authors Aditia Wirayudha Aldi Gunawan Alivia Nurhaliza Arif Allya Roosallyn Assyofa Andien Aulia 'Urrohman Asy Syifa Az Zahra Awal Desta Fariza Benhard Bagas Bayu Adjie Budianto, Wely Cici Cintyawati Dede R Oktini Dimas Raditia Dwi Rama Oktafian Eka Tresna Gumelar Elena Eldisandra Putri Fikri Faruq Ar Rasyad Gheanissa Aulia Luthfani Hamidah, Syifa Fauziah Handri, Handri Hendrati Dwi Mulyaningsih Ivanna, Rachel Berry Kautsar Rafa Nusaibah Lutfi Herullamtsal M. Malik Akbar Rohandi Mochamad Malik Akbar Rohandi Mochammad Imron Awalludin Muhammad Dzikry Ilhami Muhammad Kafin Anwar Muhammad Zhafir Afif Mukhamad Satrio Harditiyanto Nabila Ayu Khairunnisa Nadia Meirani Natasya Rheina Fitri Nina Maharani Nindya Saraswati Putri Febriyanti, Meidiana Rachman, Wibby Rahmat Effendi Ratih Tresnati Reinaldy Indraka Parikenan Rio Mahabelly Betrand Rizka Estisia Pratiwi Rizki Nuradi Febrianto Rizki Nuradi Febrianto Roro Arinda Reswanti Julian Pratama Rosandi, Mochamad Malik Akbar Salsa Agnia Sani Santika Septiana Ayu Estri Mahani Sri Suwarsi Sulaiman, Haryaman Justisia Unaissa Nubailla Affifah Vira Setya Puspa Anggreani Wulan Rivanda Early Yudha Dwi Nugraha Zamani N F, Sri Deva