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All Journal Jurnal Manajemen Bisnis Jurnal Ilmiah Ekonomi Islam Widya Cipta : Jurnal Sekretari dan Manajemen Jurnal Ilmiah Universitas Batanghari Jambi Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) J-MAS (Jurnal Manajemen dan Sains) Technomedia Journal Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Journal of Humanities and Social Studies Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ners Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Media Ekonomi Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) International Journal of Business and Applied Economics (IJBAE) International Journal of Management and Business Intelligence (IJMBI) IIJSE El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Management Analysis Journal Journal of Ekonomics, Finance, and Management Studies
Herni Justiana Astuti
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences

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PENGARUH CELEBRITY ENDORSEMENT, CITRA MEREK, KEPERCAYAAN MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER DI PURWOKERTO Nuha, Muhammad Aufa Abyan; Astuti, Herni Justiana; Miftahuddin, Muchammad Agung
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 2 (2024): JMBI UNSRAT Volume 11 Nomor 2
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i2.57443

Abstract

This study aims to analyze the effect of celebrity endorsement, brand image, brand trust and lifestyle on purchasing decisions for Eiger products in Purwokerto. This type of research includes quantitative research with a research sample of 100 respondents who live in Purwokerto. The sampling method used was purposive sampling by distributing questionnaires, which involved selecting respondents who were willing and met the specified sample criteria. Data analysis used by the structural equation modeling method with the Smart PLS Version 4.0 tool. There are two tests carried out, namely the structural model or inner model and the measurement model or outer model and hypothesis testing is carried out to test the significance of the influence of each independent variable on the dependent variable. The results showed that celebrity endorsement, brand trust and lifestyle have a significant effect on purchasing decisions for Eiger products. Brand image shows no significant effect on purchasing decisions for Eiger products. Keywords : Celebrity Endorsement; Brand Image; Brand Trust; Lifestyle
The Influence of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for Innisfree Korean Skincare Products Amanah, Naning Dwi; Randikaparsa, Irawan; Astuti, Herni Justiana; Bagis, Fatmah
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.12641

Abstract

This research investigates the impact of Country of Origin, Celebrity Endorser, and Electronic Word of Mouth (E-WOM) on the purchasing decisions of Innisfree skincare products among university students. Utilizing a quantitative approach with purposive sampling, the study involved 293 respondents. Data analysis was conducted using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) technique to evaluate the relationships among variables. The results reveal that Country of Origin, Celebrity Endorser, and E-WOM significantly and positively affect purchasing decisions. The study's implications provide insights for consumers to understand how factors such as Country of Origin, Celebrity Endorser, and E-WOM can shape their purchasing decisions.
The Effect of Price, Promotion, and Brand Image on Indosat Ooredoo Customer Loyalty in Purwokerto Community Anggraito, Lucky; Utami, Restu Frida; Astuti, Herni Justiana; Suyoto, Suyoto
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.13129

Abstract

The tight competition for market share forces network providers to continue to innovate in terms of speed, coverage, and price of internet services. One of the network providers that continues to improve its quality in Indonesia is Indosat Ooredoo. The purpose of this study is to analyze the effect of price, promotion, and brand image on Indosat Ooredoo customer loyalty. This research uses quantitative research methods and focuses on people who live in Purwokerto. The sampling method used purposive sampling. Respondents used in this research sample were 106 according to the criteria involved in Indosat Ooredoo customer loyalty. The data collection method is through a questionnaire survey measured by a 5-point Likert scale and analyzed using the SPSS 26 application. The results showed that price has a positive and significant effect on Indosat Ooredoo customer loyalty, promotion has no effect and is not significant to Indosat Ooredoo customer loyalty, and brand image has no effect and is not significant to Indosat Ooredoo customer loyalty.
The Role of Product Quality, Customer Reviews, Ratings, and E-WOM in Shaping Purchase Decisions for Skintific Products on Shopee Putri, Dea Yosiana; Astuti, Herni Justiana; Handayani, Erna; Haryanto, Totok
Asian Journal of Management Analytics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i1.12573

Abstract

This study analyzes the impact of product quality, online customer reviews, customer ratings, and e-WOM on purchasing decisions for Skintific products on Shopee. Using a quantitative approach, this study involved 100 students from three of the largest universities in Purwokerto who had purchased Skintific products. The sample was selected through purposive sampling. The results showed that product quality and online customer reviews significantly influenced purchasing decisions, surpassing the impact of customer ratings and e-WOM. E-WOM was found to have no significant impact, providing a new perspective on digital marketing strategies on Shopee. This study contributes to a deeper understanding of consumer behavior in e-commerce, by emphasizing the important role of product quality and reviews in shaping purchasing decisions.
Pengaruh Online Customer Review, Online Customer Rating, Kepercayaan Konsumen, dan Promosi terhadap Keputusan Pembelian Masyarakat Purwokerto Pengguna Tiktok Shop syafa’at, Faizal; Astuti, Herni Justiana; Hidayah, Arini; Innayah, Maulida Nurul
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.2027

Abstract

This study aims to examine the effect of Online Customer Review, Online Customer Rating, consumer trust, and promotion on purchasing decisions at Tiktok Shop in the Purwokerto community. This study applies quantitative methods in order to evaluate the relevance of each variable. The sampling technique using purposive sampling. The instrument for collecting data was a five-level Likert scale questionnaire. The analysis tool uses SPSS. According to the findings of this study, it is known that, consumer confidence has a positive and significant effect on purchasing decisions, promotions have a positive and significant effect on purchasing decisions, while online customer reviews have no positive and insignificant effect on purchasing decisions, online customer ratings have a positive and insignificant effect on purchasing decisions.
Analysis of the Effect of Fear of Missing Out, Sales Promotion, E-wallet on Impulse Buying on TikTok Shop Users at the Three Largest Universities in Purwokerto Ramdhani, Muhamad Luthfi; Utami, Restu Frida; Astuti, Herni Justiana; Arofah, Rifka Utami
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.13361

Abstract

This study analyzes the influence of FoMO Sales Promotion, E-wallet on Impulse Buying on Tiktok Shop users at the three largest universities in Purwokerto. The object of this research is Tiktok Shop user students at the three largest universities in Purwokerto. This research is quantitative, the number of samples in this study were 130 respondents with the IBM SPSS version 25 analysis tool. FoMO and Sales Promotion have a positive and significant effect on Impulse Buying. Not all consumers make Impulse Buying. Not all consumers make Impulse Buying by transacting payments using E-wallet because there are other features on Tiktok Shop such as cash on delivery, virtual account transfers, then using a credit or debit card.
The Effect of Product Quality, Brand Image, E-Word of Mouth, Free Shipping Promo, and Online Customer Rating on Purchasing Decisions for Nocturn.Co Online Products Aziz, Geovanni Al; Astuti, Herni Justiana; Haryanto, Totok; Bagis, Fatmah
International Journal of Business and Applied Economics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijbae.v4i1.13466

Abstract

This research had the aim to find out about the effect of product quality, brand image, e-word of mouth, free shipping promo, as well as online customer rating on purchasing decisions. Structural Equation Modeling (SEM) was implemented as the technique for data analysis, with the use of SmartPLS version 4.0 software. The population consists of Nocturn.co customers who have made a purchase. Roscoe method was used as the sampling technique, which resulted in a total of 103 respondents. The findings revealed that brand image, free shipping promo, as well as online customer rating positively and significantly affect purchasing decisions, whereas product quality and electronic word of mouth do not affect purchasing decisions.
The Influence of Social Media Marketing, Online Customer Review, Halal Label, and Brand Image on Purchasing Decisions for Somethinc Cosmetic Products (Study on Somethinc Cosmetic Consumers in Purwokerto) Damayanti, Tri Larisma; Miftahuddin, Muchammad Agung; Astuti, Herni Justiana; Handayani, Erna
Asian Journal of Management Analytics Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i1.13385

Abstract

This study examines the influence of social media marketing, online customer reviews, halal labeling, as well as brand image on purchasing decisions for Somethinc cosmetic products in Purwokerto. Using a quantitative approach, data from 130 respondents were analyzed with SPSS through multiple linear regression, t-tests, F-tests, and determination coefficients. Findings show that all four variables significantly and positively impact purchasing decisions both individually and simultaneously. Halal labeling exhibits the strongest effect, followed by brand image, online customer reviews, and social media marketing. These findings highlight the importance of integrating digital marketing, leveraging halal certification, and strengthening brand perception to enhance purchasing decisions in the competitive cosmetic industry.
PENGARUH CUSTOMER RELATIONSHIP MANAGEMENT, BRAND IMAGE, SERVICE QUALITY DAN WORD OF MOUTH TERHADAP CUSTOMER LOYALTY PADA MCDONALD’S PURWOKERTO Assiva Nabella; Herni Justiana Astuti; M Agung Miftahuddin; Fatmah Bagis
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.4962

Abstract

Penelitian ini bertujuan untuk menguji pengaruh antara customer relationship management, brand image, service quality, dan word of mouth terhadap customer loyalty pada McDonald’s Purwokerto. Jenis penelitian ini adalah penelitian kuantitatif. Sampel yang digunakan dalam penelitian ini yaitu 100, dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Instrumen untuk menghimpun data dilakukan dengan kuesioner skala likert lima tingkat. Alat analisis yang digunakan adalah SPSS. Menurut hasil dari penelitian ini diketahui bahwa Customer Relationship Management, Brand Image, Service Quality, dan Word of mouth berpengaruh positif signifikan terhadap Customer Loyalty.
PENGARUH KUALITAS PELAYANAN, SOCIAL MEDIA MARKETING, STORE ATMOSPHERE DAN TESTIMONI TERHADAP KEPUTUSAN PEMBELIAN Arwani, Alfin; Alfalisyado, Alfalisyado; Astuti, Herni Justiana; Arofah, Rifka Utami
Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Vol 14, No 1 (2025): April
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35906/equili.v14i1.2301

Abstract

ABSTRAKBisnis harus mengikuti perkembangan zaman, salah satu kewajiban perusahaan adalah membuat suasana toko semenarik mungkin. Tujuannya adalah mendapatkan loyalitas pelanggan dan memiliki kemampuan untuk mempengaruhi Keputusan Pembelian pelanggan, yang akan mempengaruhi arah perusahaan ke depan. Penelitian ini bertujuan untuk mengidentifikasi apakah Kualitas Pelayanan, Social Media Marketing, Store Atmosphere dan Testimoni memengaruhi Keputusan Pembelian. Penelitian menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pelanggan Kalih Coffee. Sampel dipilih menggunakan teknik nonprobability sampling, khususnya purposive sampling dengan kriteria tertentu, melibatkan 120 respoden dengan menggunakan kriteria responden merujuk kepada responden yang merupakan customers Kalih Coffee serta pengguna aktif media sosial instagram, selain itu responden merupakan Generasi Z (1997-2012). Metode analisis data yang digunakan adalah dengan menggunakan SPSS 26. Uji yang dilakukan dalam penelitian ini adalah uji instrumen data, uji asumsi klasik, uji ketetapan model dan uji regresi. Ukuran sampel minimum ditentukan menggunakan rumus Roscoe dan diperoleh 100 responden. Hasil penelitian menunjukkan bahwa Kualitas Pelayanan tidak berpengaruh signifikan terhadap Keputusan Pembelian. Namun, Social Media Marketing, Store Atmosphere, dan Testimoni secara persial ditemukan memiliki pengaruh signifikan terhadap Keputusan Pembelian.ABSTRACTBusinesses must keep up with the times, one of the company's obligations is to make the store atmosphere as attractive as possible. The goal is to gain customer loyalty and have the ability to influence customer Purchasing Decisions, which will affect the future direction of the company. This research aims to identify whether service quality, Social Media Marketing, Store Atmosphere, and Testimonials influence purchasing decisions. The effects are examined through a quantitative approach. The population in this research consists of customers of Kalih Coffee. The samples were selected using a nonprobability sampling technique, specifically purposive sampling, with certain criteria that include customers Kalih Coffee which Generation Z (born between 1997 and 2012), and active Instagram users. The data analysis method using SPSS 26. The tests conducted in this study include instrument tests, classical assumption tests, model fit tests, and regression tests. The minimum sample size was determined using Roscoe’s formula and obtained 100 respondents. The results of the study show that service quality does not significantly influence purchasing decisions. However, Social Media Marketing, Store Atmosphere, and Testimonials, partially was found has a significant influence on purchasing decisions. 
Co-Authors Alfalisyado Alfalisyado, Alfalisyado Amanah, Naning Dwi Amir Amir Anggraito, Lucky Ani Kusbandiyah Arini Hidayah, Arini Ariyanti, Ayu Rizki Arofah, Rifka Utami Arwani, Alfin Assiva Nabella Awaludin Ayu Nur, Luthfi Aziz, Geovanni Al Bagis, Fatmah Damayanti, Tri Larisma Eko Hariyanto Erny Rachmawati Farrasoya, Maitsa Fatmah Bagis Fauziridwan, Meydy Febriansyah, Wivan Firliansa, Alek Fitriati, Azmi Hana Pratiwi Handayani, Erna Hantoro, Puput Tri Haryanto, Totok Hengky Widhiandono Hermin Endratno Heru Wijaya Ikhsani, Mastur Mujib Isnaeningsih, Heni Nur Kharismasyah, Alfato Yusnar Luthfi Arie Widzayanto Luthfi Zamakhsyari M Agung Miftahuddin Maulida Nurul Innayah Mauluddin, Geri Garyadina Miftahuddin, Muchammad Agung Nuha, Muhammad Aufa Abyan Purnadi, Purnadi Putri, Dea Yosiana Putri, Mustikaningrum Dewanti Putri, Tri Iriani Ramdhani, Muhamad Luthfi Randikaparsa, Irawan Restu Frida Utami Rosi, Si Sa’roni, Imam Arief Setyarini, Riska Ayu Sri Wahyuni Sri Wahyuni Suyoto Suyoto Suyoto syafa’at, Faizal Trias Aprilianto Nugroho Wida Purwidianti Widodo, Stefani Widoyo, Fauzi Rifqi Yoga Yuniadi