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All Journal Jurnal Manajemen Dayasaing Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat Jurnal EMT KITA JURNAL MANAJEMEN MOTIVASI JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Jurnal Ilmu Manajemen (JIMMU) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) JOBS (Jurnal Of Business Studies) Jurnal Abdi Insani Jurnal Manajemen Bisnis Eka Prasetya Journal of Management - Small and Medium Enterprises (SME's) Bima Journal : Business, Management and Accounting Journal Transekonomika : Akuntansi, Bisnis dan Keuangan Jurnal Riset Manajemen dan Akuntansi (JURIMA) Dinamika Innovative: Journal Of Social Science Research International Journal of Management Research and Economics Jurnal REKOMEN (Riset Ekonomi Manajemen) Jurnal Ekonomi dan Bisnis JER International Journal of Economics, Management and Accounting Proceeding of The International Conference on Management, Entrepreneurship, and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Damar, Haunan
Universitas Dain Nuswantoro
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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Menelisik Peran Keunggulan Produk dan Pengalaman Pengguna: dalam Perspektif Theory Of Planned Behavior Seftarina Azzahra; Roymon Panjaitan; Amron Amron; Haunan Damar
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.10569

Abstract

This study investigates the impact of augmented reality (AR), product superiority, and user experience on consumer satisfaction, focusing on the use of L’Oréal cosmetics’ Virtual Try-On feature within an e-commerce platform. It delves deeply into how these three factors influence satisfaction both directly and through mediating effects, drawing on the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA) to provide a comprehensive perspective on consumer behavior in interactive, technology-driven shopping environments. A quantitative methodology was employed, surveying 100 respondents who have experienced L’Oréal’s AR feature. The data were analyzed using SEM-PLS to construct and empirically validate a structural model of the relationships among the constructs. The results demonstrate that AR significantly enhances consumer satisfaction, both directly and indirectly via product superiority and user experience, each serving as key mediators. Additionally, the study’s theoretical foundation highlights that contemporary consumer technology adoption is shaped by perceived usefulness, convenience, and experiential value during digital interactions, reinforcing the model’s relevance for understanding the factors driving consumer satisfaction with AR technologies.
Developing A Hierarchical Framework for Selecting E-Commerce Platform for SMEs: An AHP Approach Based on Operational Perspective and Digital Readiness Haunan Damar; Pradana Jati Kusuma; Bobur Sobirov
Jurnal Riset Ekonomi Manajemen (REKOMEN) Vol. 9 No. 1 (2026): REKOMEN (Riset Ekonomi dan Manajemen)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rekomen.v9i1.3594

Abstract

Digital transformation among Indonesia’s Micro, Small, and Medium Enterprises (MSMEs) still faces challenges. Out of 64 million MSMEs, only 24% have adapted to digital business practices. MSMEs can transform digitally through online sales channels using the marketplace, however, many small business owners struggle to select the most suitable e-commerce platform for their business. In many cases, platform selection is influenced by popularity or promotional exposure rather than objective evaluation. This study aims at helping MSMEs select the most suitable e-commerce platform through operational and digital readiness criteria using Analytical Hierarchical Process (AHP). The framework integrates two major perspectives relevant to digital adoption, namely operational perspective and digital readiness. Data were gathered from 15 business owners who have experience using the most popular e-commerce platforms in Indonesia. Through pairwise comparison questionnaires and Saaty’s nine-point scale, evaluation criteria were examined including cost efficiency, platform functionality, ease of use, digital capability and operational support. The results indicate that cost efficiency is the most influential criterion (54.7%), followed by platform functionality (17.2%), operational support (15.4%), digital capability (9.5%) and lastly, ease of use (3.2%). The study was done to analyze four of the most popular e-commerce platforms in Indonesia namely Shopee, Tokopedia, Bukalapak and Lazada. The finding helps to propose a practical framework for small businesses to evaluate e-commerce platforms and support sustainable digital transformation initiatives.
Pengaruh Live Streaming, Flash Sale, dan Double Days Promotion Terhadap Impulse Buying Pada Pengguna Shopee di Kalangan Generasi Z di Universitas Dian Nuswantoro Rosalina, Erna; Setiawan, Aries; Fatmawati, Elia Resha; Damar, Haunan
Jurnal Economic Resource Vol. 9 No. 2 (2026): April - September
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i2.2422

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming, flash sale, dan double days promotion terhadap perilaku impulse buying pada pengguna Shopee di kalangan Generasi Z di Universitas Dian Nuswantoro. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif dan berlandaskan teori Stimulus–Organism–Response (SOR). Data dikumpulkan melalui kuesioner daring terhadap 150 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa live streaming, flash sale, dan double days promotion berpengaruh positif dan signifikan terhadap impulse buying, baik secara parsial maupun simultan. Temuan ini menegaskan bahwa strategi promosi digital yang bersifat interaktif dan berbatas waktu efektif dalam mendorong pembelian spontan di kalangan Generasi Z.
Trending to Checkout: Strategi Digital Marketing Lipstik OMG di Kalangan Gen Z Semarang Khilmiah, Anisatul; Damar, Haunan; Sartika, Mila; Putra, Febrianur Ibnu Sukono
Jurnal Economic Resource Vol. 9 No. 2 (2026): April - September
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v9i2.2413

Abstract

Perkembangan media sosial telah mengubah pola perilaku konsumen, khususnya Generasi Z, dalam proses pengambilan keputusan pembelian produk kosmetik. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, viral marketing, dan online customer review terhadap keputusan pembelian produk kosmetik Oh My Glam (OMG) pada Generasi Z di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif dengan data primer. Sampel penelitian berjumlah 130 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria Generasi Z yang pernah melakukan pembelian produk kosmetik Oh My Glam (OMG). Hasil penelitian menunjukkan bahwa influencer marketing, Viral Marketing, dan online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel independen tersebut mampu menjelaskan keputusan pembelian sebesar 74,1%, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Penelitian menunjukkan bahwa strategi pemasaran digital melalui pemanfaatan influencer, konten viral, dan online customer review memiliki peran penting dalam membentuk keputusan pembelian Generasi Z terhadap produk kosmetik lokal. Penelitian ini menegaskan bahwa perusahaan kosmetik perlu menyatukan strategi influencer marketing, viral marketing, dan online customer review secara konsisten untuk meningkatkan efektivitas pemasaran digital serta mendorong keputusan pembelian Generasi Z.
The Role of Brand Image as a Mediator of Digital Promotion and Electronic Word of Mouth on Purchase Decisions Audina, Fellyza Farah; Damar, Haunan; Ikasari, Hertiana; Setyahuni, Suhita Whini
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 6 No. 2 (2026): March 2026
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v6i2.1162

Abstract

Background: Employing brand image as an intermediary variable, this research seeks to assess the influence exerted by digital promotion and electronic word-of-mouth (e-WOM) on purchase decisions at ZAP Clinic Semarang. Objectives: The present research analyzes both the unmediated impacts of digital promotion and electronic word-of-mouth (e-WOM) on brand image and purchase decisions at ZAP Clinic Semarang, as well as the extent to which brand image serves as an intermediary in the linkage between those marketing tactics and subsequent consumer purchasing behavior. Methodology: The research employed a quantitative framework based on a survey technique. Purposive sampling yielded 100 respondents meeting the following inclusion criteria: previous use of ZAP Clinic Semarang’s services, receipt of digital promotional stimuli, interaction with online consumer reviews, age of at least 17 years, and domicile within Semarang City. Analytical procedures were carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM) as executed in SmartPLS 4.0. Findings: Although digital promotion exhibits no statistically significant direct effect on purchase decisions, electronic word of mouth (e-WOM) demonstrates a positive and statistically significant impact on both brand image and consumer purchasing behavior. Furthermore, the findings confirm that brand image serves as a significant mediating mechanism in the relationship between digital marketing strategies, particularly e-WOM, and purchase decisions. Conclusions: Purchase decisions for aesthetic clinic services are more driven by consumer experience and online recommendations through e-WOM, as well as positive perceptions of brand image, compared to digital promotion alone. Digital promotion may be ineffective unless it first enhances brand image.
Keputusan Pembelian melalui E-Service Quality dan Pemasaran Media Sosial: Peran Mediasi Brand Image pada Zara di Kota Semarang Eldina, Sheila; Damar, Haunan; Safitri, Maria; Fatmawati, Elia Resha
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6780

Abstract

The increasing use of digital platforms in shopping activities has encouraged companies to improve the quality of their e-services and social media marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of e-service quality and social media marketing on purchasing decisions with brand image as a mediating variable for Zara products. This study uses a quantitative approach with a survey method. The research sample consisted of 190 respondents who were Zara consumers and were selected using a purposive sampling technique. Data collection was carried out through a questionnaire with a Likert scale, then analyzed using the Structural Equation Modeling (SEM) method. The results of the study indicate that e-service quality and social media marketing have a positive and significant effect on brand image. Brand image also has a positive and significant effect on purchasing decisions. In addition, the results of the mediation test prove that brand image plays a significant mediator in the relationship between e-service quality and social media marketing on purchasing decisions. These findings confirm that improving digital service quality and the effectiveness of social media marketing can strengthen brand image, which ultimately encourages increased consumer purchasing decisions for Zara products.
Analisis Tingkat Kepuasan Tenant dan Upaya Peningkatan Kualitas Layanan di Kawasan Ekonomi Khusus XYZ dengan Quality Function Deployment Mubarok, Abdul Faqih; Cahya, Handy Nur; Nuryanto, Imam; Damar, Haunan
Jurnal EMT KITA Vol 10 No 4 (2026): OCTOBER 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i4.6826

Abstract

This research is motivated by the mismatch between the quality of industrial area services and tenant expectations. The study aims to examine the level of tenant satisfaction and formulate service quality improvement priorities in the XYZ Special Economic Zone (SEZ) using the Service Quality (SERVQUAL) and Quality Function Deployment (QFD) approaches. The research sample consisted of 30 respondents from six active tenant companies using a quantitative survey method. The study was conducted through SERVQUAL gap measurements and needs mapping in the House of Quality (HOQ). The results showed that the level of satisfaction was in the fair to good category, but all attributes still had positive gaps. The largest gaps were found in fiber optic/internet services and area security (1.23), followed by cleanliness (1.23) and road infrastructure in the assurance dimension (1.20). The main technical priorities include improving facility reliability, evaluating infrastructure based on tenant needs, implementing predictive maintenance, and strengthening service SOPs. These findings provide an operational basis for SEZ managers in determining service improvement priorities in a measurable manner based on tenant needs.
The Power of Trust: Exploring the Mediating Role of Brand trust on Influencer credibility and Product quality's Impact on Avoskin Purchase Intention at Dian Nuswantoro University Navarida, Feby Nasywa; Setiawan, Aries; Damar, Haunan; Wibowo, Mochammad Eric Suryakencana
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8687

Abstract

This study investigates the mediating role of brand trust in the relationship between influencer credibility, product quality, and purchase intention for Avoskin products. Using PLS-SEM, data were obtained from 180 students at Universitas Dian Nuswantoro. Product quality and brand trust show positive, significant effects on purchase intention, whereas influencer credibility shows no direct effect. Influencer credibility and product quality significantly enhance brand trust, which in turn mediates their effects on purchase intention. The findings underscore the strategic importance of product quality in building brand trust and increasing consumers’ purchase intentions.
Co-Authors Adilla Kustya Ulfa Adzim, Leon Islamey Alesi, Nipinoya Amron Amron Anggi Permata Sari Anggi, Lusi Setia Arifiana, Latifa Audina, Fellyza Farah Awanis Linati Haziroh Bobur Sobirov Caesar, Jovanda Cahya, Handy Nur Della Christine Parhusip Diana Aqmala Eko, Dwi Eldina, Sheila Eric Suryakencana Wibowo, Mochammad Ervina, Mareta Fakhmi Zakaria Fatmawati, Elia Resha Febrianur I F S Putra Febrianur Ibnu Fitroh Sukono Putra Fitrianah, Dian Foza Hadyu Hasanatina Handy Nur Cahya Hariyadi, Guruh Taufan Hertiana Ikasari Ida Farida Imam Nuryanto Imam Nuryanto Intan Aprilia Khilmiah, Anisatul Kinasih, Restu Kumala, Khofifah Ela Kusuma, Pradana Jati Mila Sartika, Mila Mubarok, Abdul Faqih Mujib, Miftachul Mulyono, Fauzi Navarida, Feby Nasywa Pradana Jati Kusuma Putra, Febrianur Ibnu Sukono Riyanto, Fery Rosalina, Erna Roymon Panjaitan Safitri, Maria Seftarina Azzahra Setiawan, Aries Suhita Whini Setyahuni Umar - Farouk Usman Usman Wardani, Nizia Kusuma Wibowo, Mochammad Eric Suryakencana Winarto - Winarto Zakaria, Fakhmi