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Pengaruh FOMO (Fear of Missing Out), Shopping Lifestyle, dan Positive Emotion Terhadap Impulse Buying (Survey pada Mahasiswa Konsumen E-commerce Shopee di Universitas Slamet Riyadi Surakarta) Ayu Astuti, Nindita; Pratiwi, Adcharina
PENG: Jurnal Ekonomi dan Manajemen Vol. 2 No. 1 (2025): Januari-Maret, Economics and business economics in Humanity
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/srsrw507

This research aims to analyze the significance of the influence of FoMO (Fear of Missing Out), Shopping Lifestyle, and Positive Emotion on Impulse buying at Shopee. The types of data used in this research are quantitative data. The data sources used are primary and secondary data. The sample in this study was 100 students of Slamet Riyadi University Surakarta. The method used in sampling was purposive sampling or sampling with certain characteristics with a total of 100 samples. Data collection techniques in this research using questionnaires, observations, and literature studies. Test the research instrument using validity test and reliability test. The classic assumption test uses tests: multicollinearity, autocorrelation, heteroscedasticity, and normality. Data analysis techniques using multiple linear regression tests, t tests, F tests, and R2 . The validity and reliability test results show that all statements regarding FoMO (Fear of Missing Out), Shopping Lifestyle, Positive Emotion and Impulse buying are valid because the p-value <0.05 and reliable because Cronbach's alpha> 0.60. The classic assumption test results show that all variables have passed the multicollinearity, heteroscedasticity, autocorrelation and normality tests with normal distribution. The regression analysis results obtained the equation Y = 0.462 + 0.051 X1 + 0.395 X2 + 0.305 X3. The t test results show that fear of missing out (FoMO) (X1) has an insignificant effect on impulse buying at Shopee, shopping lifestyle (X2) and positive emotion (X3) have a significant effect on impulse buying at Shopee. The F test results showed that the regression model used in this study was correct. The R2 test results show that the contribution of the influence of the independent variables X1 (fear of missing out (FoMO)), X2 (shopping lifestyle) and X3 (positive emotion) on Y (impulse buying) is 61.8%. The rest (100% - 61.8%) = 38.2% is explained by other variables outside the model.

PENGARUH CELEBRITY ENDORSER, KUALITAS PRODUK, DAN HARGA TERHADAP MINAT BELI PRODUK LOKAL SCARLETT WHITENING Mabaria, Balda Salzabila; Pratiwi, Adcharina
Jurnal Ekonomi Manajemen Dan Bisnis (JEMB) Vol. 2 No. 1 (2024): September
Publisher : Publikasi Inspirasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62017/jemb.v2i1.2213

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorser, kualitas produk, dan harga terhadap minat beli produk lokal Scarlett Whitening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan mahasiswa Fakultas Ekonomi Universitas Slamet Riyadi Surakarta sebagai responden. Sumber data yang digunakan dalam penelitian dengan menggunakan data primer berupa kuisioner,teknik pengumpulan data yang dilakukan dengan observasi, kuisioner, dan studi pustaka. Sampel diambil menggunakan teknik purposive sampling, dengan jumlah responden sebanyak 100 mahasiswa Penelitian menggunakan uji instrumen dan uji asumsi klasik. Teknik analisis data yang digunakan dalam penelitian ini menggunakan analisis deskriptif, analisis regresi linier berganda, uji t, uji F, dan koefisien determinasi (R2). Hasil penelitian menunjukkan bahwa variabel celebrity endorser berpengaruh signifikan terhadap minat beli pada produk lokal Scarlett Whitening pada mahasiswa fakultas ekonomi Universitas Slamet Riyadi Surakarta, Kualitas produk berpengaruh tidak signifikan terhadap minat beli pada produk lokal Scarlett Whitening pada mahasiswa fakultas ekonomi Universitas Slamet Riyadi Surakarta, dan Harga berpengaruh signifikan terhadap minat beli pada produk lokal Scarlett Whitening pada mahasiswa fakultas ekonomi Universitas Slamet Riyadi Surakarta.

STRATEGI PEMASARAN DIGITAL PENINGKATAN PENJUALAN BATIK DI MASA PANDEMI COVID 19 Pratiwi, Adcharina
JURNAL GAUNG INFORMATIKA Vol 15 No 1 (2022): Jurnal Gaung Informatika
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

The research was carried out at batik Busana Asri, the Pilang Batik Industry Center, Masaran, Sragen. This study aims to formulate a digital-based marketing implementation strategy to increase batik sales volume. The benefits of research are generated by formulating models and implementing batik marketing in the new normal period of the COVID-19 pandemic. The object of this research is Batik Clothing Asri at the Pilang Masaran Batik Industry Center, Sragen. Data collection methods are through questionnaires, observations, interviews and direct activities at Batik Busana Asri. The analytical method designed the concept of a digital marketing implementation model and through regression to determine the effect of the digitalization marketing strategy implementation indicators on sales volume. Marketing digitization strategy variables include: company web site (X1), tiktok social media (X2), Instagram social media (X3), facebook social media (X4), digital marketing (shopee) X5, product catalog (X6), youtube social media (X7), company signage promotion (X8) and sales volume (Y). Based on the resulting analysis: (1) the formulation of a digital-based marketing implementation model, (2) digital marketing (shopee) dominantly affects the increase in sales volume, (3) the overall implementation of digitalization variables affects the increase in sales volume. The marketing strategy model for the implementation of marketing digitalization is able to increase the volume of batik sales in the UKM Batik Busana Asri, the Pilang Masaran Batik Industry Center, Sragen

Analysis of Human Resources Competence for Improving Business Performance in The Masaran Sragen Batik Industry Centre Pratiwi, Adcharina; Ricadonna, Nadia Adriane; Aditama, Rizky Ramadhan Aprian; Suranto, Suranto
Bulletin of Counseling and Psychotherapy Vol. 6 No. 2 (2024): Bulletin of Counseling and Psychotherapy
Publisher : Kuras Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51214/002024061046000

The research aims to identify and analyse human resource competency variables in order to improve performance in Sragen Regency's batik industry centre. The research methods used were quantitative and qualitative data collection techniques through questionnaires, observation, interviews, and documentation. Employees from the Sragen batik industry centre participated in research activities. Data analysis procedures included validity testing, reliability tests, confirmatory factor analysis, and connection analysis of human resource competencies in order to improve Batik's business performance. According to the findings of the analysis, both intrinsic and extrinsic elements have an impact on increasing batik business performance.

Pengaruh Harga, Lokasi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Konsumen Resto Bebek Menel Klaten Valencia, Nadya Ayu; Pratiwi, Adcharina
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2856

Penelitian ini menginvestigasi tiga variabel utama yang diduga kuat memengaruhi keputusan pembelian, yaitu harga, lokasi, dan kualitas pelayanan. Harga seringkali menjadi pertimbangan utama, tetapi faktor non-harga seperti lokasi yang strategis dan kualitas pelayanan yang memuaskan juga memainkan peran penting. Studi ini bertujuan untuk menelaah pengaruh kepuasan kerja, pengembangan karier, dan keseimbangan kehidupan kerja terhadap niat bertahan (intention to stay) pada karyawan swasta yang berasal dari Generasi Z di Kabupaten Boyolali. Latar belakang penelitian ini adalah tingginya angka perputaran karyawan (turnover) dan tren 'quiet quitting' di kalangan Gen Z. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui kuesioner yang disebarkan kepada karyawan Gen Z. Hasil analisis menunjukkan bahwa ketiga variabel tersebut secara bersama-sama dan terpisah memiliki dampak signifikan terhadap niat bertahan. Temuan ini menegaskan bahwa faktor-faktor tersebut krusial dalam upaya retensi Gen Z. Oleh karena itu, perusahaan disarankan untuk tidak hanya menawarkan kompensasi yang menarik, tetapi juga menciptakan lingkungan yang mendukung kesejahteraan karyawan, menyediakan jalur pengembangan yang jelas, dan memfasilitasi keseimbangan antara pekerjaan dan kehidupan pribadi.Hasil analisis menyimpulkan bahwa lokasi dan kualitas pelayanan secara signifikan memengaruhi keputusan pembelian, sementara harga tidak memiliki pengaruh parsial yang signifikan. Namun, ketika dilihat secara bersamaan, ketiga variabel tersebut secara signifikan memengaruhi keputusan pembelian.

PRODUCT DEVELOPMENT TO INCREASE CONSUMER BUYING INTEREST BASED ON CONSUMER REFERENCES (Batik Industry Center Masaran Sragen) Pratiwi, Adcharina; Murti, Fadjar Hari; Marimin, Agus
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7 No 3 (2023): IJEBAR, VOL. 07 ISSUE 03, SEPTEMBER 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i3.10489

Product development research, aims to identify and analyze the attributes of batik fabric products developed and expected consumer desires based on marketingmix. The results of the research as input for product development for batik MSMEs, development of the attributes of batik fabric products of interest to consumers. The research used an exploratory method through a sample of 100 consumers who had purchased batik fabric products at the Masaran Sragen batik MSMEs. Data collection methods are through questionnaires, interviews to respondents and surveys, interviews, direct observation with MSMEs. Data analysis uses conjoint and Structural Equation Modeling (SEM) analysis. Based on the analysis that batik fabric products are in demand by consumers characterized by: (1) product variables: (a) fabric material made of cotton fabric; (b) features modern-traditional combination motifs; (c) fabric size 110 cm x 240 cm; (d) combination batik, written and stamped; (2) price variables: (a) selling price between Rp. 150,000, - to Rp. 200. 000 per piece; (b) cash payment system; (c) giving discounts when purchasing; (3) promotion variables: (a) advertisements on social media/internet, marketing personnel and signboards; (b) sold in stores/boutiques and online shops; (c) actively participating in events; (4) distribution variables; (a) sold in stores in all districts/cities in Indonesia; (b) timely delivery; (c) sales through stores and online. Keywords: development, product, batik, interest, purchasing, consumers.

Model Strategi Pemasaran Batik di Masa Pandemi Covid 19 berbasis Digital (Sentra Industri Pilang Masaran Sragen) Pratiwi, Adcharina
Prosiding Simposium Nasional Rekayasa Aplikasi Perancangan dan Industri 2021: Prosiding Simposium Nasional Rekayasa Aplikasi Perancangan dan Industri
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (173.258 KB)

Penelitian dilakukan di sentra industri batik Pilang Masaran Sragen ini bertujuan untuk mengetahui variabel digital marketing berpengaruh terhadap volume penjualan dan mengetahui indikator digital marketing paling dominan mempengaruhi penjualan. Hasil penelitian sangat manfaat bagi pengusaha batik di sentra industri batik Pilang Masara Sragen. Obyek penelitian bagi para pengusaha batik yang ada di Pilang Masaran Sragen. Metode pengumpulan data melalui angket, wawancara dan observasi langsung di obyek sentra batik. Metode analisis menggunakan regresi untuk mengetahui pengaruh hubungan indikator digital marketing terhadap volume penjualan. Variabel digitalisasi marketing meliputi: web site perusahaan (X1), media sosial (tiktok, instagram, facebook) X2, digital marketing (shopee) X3, dan web katalog produk (X4) dan volume penjualan (Y). Berdasar analisi penelitian dihasilkan: (1) model marketing digital (shopee) dominan mempengaruhi peningkatan volume penjualan, (2) Secara keseluruhan variabel strategi pemasaran dapat mempengaruhi peningkatan penjualan. Dengan demikian, model strategi pemasaran berbasis digital mampu meningkatkan penjualan batik di UKM Sentra Industri Batik Pilang Masaran Sragen.

STRATEGI PEMASARAN DIGITAL PENINGKATAN PENJUALAN BATIK DI MASA PANDEMI COVID 19 Pratiwi, Adcharina
JURNAL GAUNG INFORMATIKA Vol 15 No 1 (2022): Jurnal Gaung Informatika
Publisher : Universitas Sahid Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar

The research was carried out at batik Busana Asri, the Pilang Batik Industry Center, Masaran, Sragen. This study aims to formulate a digital-based marketing implementation strategy to increase batik sales volume. The benefits of research are generated by formulating models and implementing batik marketing in the new normal period of the COVID-19 pandemic. The object of this research is Batik Clothing Asri at the Pilang Masaran Batik Industry Center, Sragen. Data collection methods are through questionnaires, observations, interviews and direct activities at Batik Busana Asri. The analytical method designed the concept of a digital marketing implementation model and through regression to determine the effect of the digitalization marketing strategy implementation indicators on sales volume. Marketing digitization strategy variables include: company web site (X1), tiktok social media (X2), Instagram social media (X3), facebook social media (X4), digital marketing (shopee) X5, product catalog (X6), youtube social media (X7), company signage promotion (X8) and sales volume (Y). Based on the resulting analysis: (1) the formulation of a digital-based marketing implementation model, (2) digital marketing (shopee) dominantly affects the increase in sales volume, (3) the overall implementation of digitalization variables affects the increase in sales volume. The marketing strategy model for the implementation of marketing digitalization is able to increase the volume of batik sales in the UKM Batik Busana Asri, the Pilang Masaran Batik Industry Center, Sragen

PENGARUH BRAND IMAGE, FITUR PRODUK DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE (SURVEI PENGGUNA PRODUK IPHONE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SLAMET RIYADI) Wahyuningrum, Tria; Pratiwi, Adcharina
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 8, No 2 (2025): JIMB - VOLUME 8 NOMOR 2 SEPTEMBER 2025
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v8i2.34335

Penelitian ini bertujuan menganalisis signifikansi pengaruh Brand image, Fitur Produk dan Lifestyle terhadap Keputusan Pembelian Produk Iphone (Survei Pengguna Produk Iphone Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Slamet Riyadi). Jenis data yang digunakan yaitu data Kuantitatif. Sumber data yang digunakan yaitu data primer dan data sekunder. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Slamet Riyadi dan menggunakan Iphone, dengan jumlah yang tidak diketahui. Pengambilan sampel menggunakan teknik purposive sampling sebanyak 100 sampel dengan kriteria mahasiswa UNISRI dan pengguna Iphone. Teknik pengumpulan data menggunakan kuesioner, observasi, dan studi pustaka. Uji instrumen penelitian menggunakan uji validitas dan uji reliabilitas. Teknik analisis data menggunakan uji regresi linier berganda, uji t, uji F, dan R2 . Hasil uji asumsi klasik menunjukkan bahwa semua variabel telah lolos uji multikolinieritas, heteroskedastisitas, autokorelasi dan normalitas berdistribusi normal. Hasil menunjukkan bahwa brand image (X1) memiliki pengaruh signifikan terhadap keputusan pembelian IPhone mahasiswa Fakultas Ekonomi dan Bisnis UNISRI, fitur produk (X2) memiliki pengaruh signifikan terhadap keputusan pembelian IPhone mahasiswa Fakultas Ekonomi dan Bisnis UNISRI, dan lifestyle (X3) memiliki pengaruh signifikan terhadap keputusan pembelian IPhone mahasiswa Fakultas Ekonomi dan Bisnis UNISRI.

MARKETING STRATEGY DEVELOPMENT TO INCREASE MARKET SHARE IN THE SRAGEN BATIK MSMES CENTER Pratiwi, Adcharina; Adhitama, Rizky Ramadhan Aprian; Dewi, Calista Rosyita
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18457

This research focuses on the creative economy and the criteria for marketing strategy in the sociopreneurial sector. The research was conducted in accordance with the planned roadmap for the Masaran batik industry center in Sragen. The research sample was Dewi Ratih MSME in the Masaran area of Sragen. This research was motivated by several problems, namely: (1) suboptimal marketing strategies, (2) unstable batik sales volume that often declines at certain times, and (3) less than optimal business profitability. This research is highly urgent for business actors and batik industry center associations as a solution to address these issues. The research resulted in the formulation of a superior marketing strategy model and plan that is competitive in the batik industry. The results of this research will be used as a formulation and utilized by Sragen batik MSMEs, students, lecturers, the community, and similar entrepreneurs to develop effective marketing strategies. This research aims to solve this problem through a goodness of fit model design approach, which is implemented as a solution to improve marketing strategy, sales volume, and business profit. The research resulted in the formulation of a marketing strategy model, sales volume, and market share that can increase the profitability of batik businesses. Keywords: product, price, promotion, distribution, sales volume

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