Garuda - Garba Rujukan Digital

Digital Marketing, Motivation, and University Image: Key Drivers Of University Choices Hendrya Kurniawan; Astri Ayu Purwati; Yanti Mayasari Ginting; Siti Intan Nurdiana Wong Abdullah
International Journal of Information System and Innovation Management (IJISIM) Vol. 2 No. 2 (2024): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v2i2.1153

This study aims to analyze the effect of digital marketing, motivation and university image on college interest and college decisions in the Master of Management Study program at Pelita Indonesia Institute of Business and Technology. This research is quantitative research The population in the study were students of the IBT PI Master of Management study program in the 2022/2023 academic year. The population of this study was 296 people, the sampling method used was probability sampling. The sampling technique used is simple random sampling The sample size used in this study was 75 respondents, using the Slovin formula. The results of this study indicate that digital marketing has a significant effect on college interest, motivation has a significant effect on college interest, university image has a significant effect on college interest, Digital marketing has an insignificant effect on college decisions, motivation has a significant effect on college decisions, university image has an insignificant effect on college decisions and college interest has a significant effect on college decisions

Service Quality, Brand Image, and Electronic Word of Mouth as Key Drivers of Consumer Loyalty in E-Commerce: A Study of Shopee Users in Indonesia Fendha Theodany; Astri Ayu Purwati; Sarbaeni Sarbaeni
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 1 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i1.2049

This study aims to examine the influence of service quality, brand image, and electronic word of mouth (eWOM) on customer loyalty toward Shopee e-commerce in Pekanbaru City, Indonesia. The study population consists of Shopee users in Pekanbaru City, for which the exact population size is unknown. A non-probability sampling approach was employed using an accidental sampling technique. Based on Roscoe’s rule of thumb, a total of 150 respondents were selected as the research sample. Data were collected through a structured questionnaire and analyzed using the Statistical Package for Social Sciences (SPSS). The results reveal that service quality, brand image, and electronic word of mouth (eWOM) each have a significant and positive effect on customer loyalty. These findings indicate that improving service performance, strengthening brand perception, and encouraging positive online customer reviews are critical strategies for enhancing customer loyalty in the highly competitive e-commerce sector. This study contributes to the literature on digital marketing and consumer behavior by providing empirical evidence from an emerging market context.

Digital Readiness and Social Capital in Shaping Entrepreneurial Intentions: The Mediating Role of Risk Tolerance among University Students Valerie Thalia. S; Astri Ayu Purwati; Ermina Rusilawati; Zulfadli Hamzah
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 1 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i1.2052

Entrepreneurial intention needs to be cultivated and strengthened among students as a strategic effort to address the issue of unemployment in Indonesia. This study aims to examine the roles of social support, digital literacy, and risk tolerance in shaping students’ entrepreneurial intentions. The research was conducted among students of the Pelita Indonesia Institute of Business and Technology, Pekanbaru, Riau. The population consisted of 2,203 undergraduate students enrolled in 2023, from which 100 students were selected as respondents. A simple random sampling technique was employed to ensure that each member of the population had an equal opportunity to be selected, without considering specific strata or characteristics (Sugiyono, 2019). Data were analyzed using multiple linear regression. The findings indicate that social support and risk tolerance have a positive and significant effect on entrepreneurial intentions, whereas digital literacy shows a negative and insignificant effect.

Brand Trust, Audience Engagement, and Interactivity as Determinants of Purchase Decisions in TikTok Live Commerce Monalisa Monalisa; Astri Ayu Purwati; Ermina Rusilawati; Muhammad Firmansyah; Stanislaw Flejterski
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 2 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i2.2061

The rapid growth of live streaming commerce has transformed consumer purchasing behavior, particularly among Generation Z users of TikTok Live. This study aims to examine the effects of brand trust, audience engagement, and interactivity on purchase decisions among TikTok Live consumers in Pekanbaru City. A quantitative research design was employed, with data collected through a structured questionnaire from 120 respondents who had previously made purchases via TikTok Live. The data were analyzed using multiple linear regression to test the proposed hypotheses. The results indicate that brand trust and audience engagement have a positive and significant effect on purchase decisions. These findings suggest that consumers are more likely to make purchasing decisions when they trust the brand and actively engage with live streaming content. In contrast, interactivity was found to have a positive but insignificant effect on purchase decisions, indicating that interactive features alone do not directly drive purchasing behavior without the support of trust and engagement. Overall, the research model explains 61.4% of the variance in purchase decisions. This study contributes to the literature on live streaming commerce by highlighting the dominant roles of brand trust and audience engagement in shaping purchase decisions within the TikTok Live context. Practically, the findings provide insights for marketers and sellers to focus on trust-building strategies and engagement-driven content to enhance sales performance in live streaming environments.

Empowering Sustainable School Innovation Through Islamic Leadership and Islamic Business Ethics Astri Ayu Purwati; Zulfadli Hamzah; Muhammad Arif; Mazzlida Mat Deli; Duwi Riningsih; Meme Rukmini
Munaddhomah: Jurnal Manajemen Pendidikan Islam Vol. 6 No. 4 (2025): Progressive Management of Islamic Education
Publisher : Prodi Manajemen Pendidikan Islam Pascasarjana Institut Pesantren KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/munaddhomah.v6i4.2353

The growing demand for sustainable innovation in educational institutions underscores the importance of leadership models grounded in ethical and religious values. In the context of Islamic education, leadership is not only expected to drive organizational performance but also to uphold Islamic ethical principles that shape decision-making and innovation practices. This study aims to examine the influence of Islamic Leadership on sustainable school innovation, with Islamic Business Ethics serving as a mediating variable. The research focuses on Islamic private schools in Pekanbaru, Indonesia. The study employs a quantitative research design using a survey method. From a total of 349 Islamic private schools, 100 schools were selected as the research sample using purposive sampling. Data were collected from school leaders and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0 software to test both direct and indirect relationships among variables. The findings reveal that Islamic Leadership has a significant and positive effect on sustainable school innovation. Furthermore, Islamic Leadership positively influences the implementation of Islamic Business Ethics. The results also confirm that Islamic Business Ethics significantly mediates the relationship between Islamic Leadership and school innovation, indicating that ethical practices strengthen the impact of leadership on innovation outcomes. These findings imply that integrating Islamic ethical values into leadership practices is essential for fostering sustainable innovation in Islamic educational institutions. In practice, school leaders are encouraged to embed Islamic Business Ethics into the organizational culture to enhance innovation and long-term educational sustainability.

From Human Resources to Business Growth: The Role of Skills, Motivation, and Compensation in Driving Driver Performance and Service Quality Nanda Harifon; Rizaldi Putra; Najima Najima; Astri Ayu Purwati; Ermina Rusilawati
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 6 No. 1 (2025): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v6i1.1304

The purpose of this study is to determine the effect of skill, motivation and compensation on driver performance and its impact on service quality at PT Annanta Agree Group. The population in the study was all drivers who worked on travel and all Annanta travel passengers. So that in determining the sample in this study using a meetode mix, 72 respondents were obtained, which were 36 drivers and 36 passengers. Sampling techniques using incidental sampling and data collection techniques using primary data (in the form of questionnaires) using google forms. This data analysis uses Structural Equation Modelling (SEM) using the SmartPLS application. The results showed that driver performance variables had an effect and were significant on service quality. Variable compensation does not have a significant effect on driver performance, variable compensation has an effect and is significant on service quality. Motivation variables do not have a significant effect on driver performance, motivation variables do not have a significant effect on service quality. Skill variables have an effect and are significant on driver performance, motivation variables do not have a significant effect on service quality.

Digitalization of Cultural Heritage and Local Product Marketing: Mapping Research Trends and Future Directions Astri Ayu Purwati; Muhammad Luthfi Hamzah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 6 No. 1 (2025): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v6i1.2103

The rapid expansion of digital technologies has transformed how cultural heritage is preserved, represented, and commercialized in contemporary markets. This study aims to systematically map research trends concerning the digitalization of cultural heritage and its implications for local product marketing during the 2020–2025 period. Using a Systematic Literature Review (SLR) approach guided by the PRISMA framework, 25 Scopus-indexed journal articles were analyzed to identify dominant themes, methodological patterns, and emerging research directions. The findings reveal four major thematic clusters: digital transformation and cultural governance, digital marketing and MSME competitiveness, cultural identity and consumer psychology, and technological innovation through artificial intelligence and immersive media. The results indicate that digitalization enhances market reach and engagement for culturally embedded local products; however, sustainable competitiveness depends not only on technological adoption but also on authenticity, narrative coherence, and institutional readiness. Emerging trends show increasing integration of AI and immersive technologies, stronger alignment with sustainability discourse, and growing cross-national comparative studies, while longitudinal and multi-level governance research remains underdeveloped. This study contributes by integrating fragmented research streams into a multidimensional analytical framework that connects cultural preservation with digital market performance. The findings provide theoretical advancement and practical insights for policymakers, cultural institutions, and local enterprises seeking to balance technological innovation with cultural integrity in digital marketplaces.

Service Quality, Brand Image, and Electronic Word of Mouth as Key Drivers of Consumer Loyalty in E-Commerce: A Study of Shopee Users in Indonesia Fendha Theodany; Astri Ayu Purwati; Sarbaeni Sarbaeni
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 1 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i1.2049

This study aims to examine the influence of service quality, brand image, and electronic word of mouth (eWOM) on customer loyalty toward Shopee e-commerce in Pekanbaru City, Indonesia. The study population consists of Shopee users in Pekanbaru City, for which the exact population size is unknown. A non-probability sampling approach was employed using an accidental sampling technique. Based on Roscoe’s rule of thumb, a total of 150 respondents were selected as the research sample. Data were collected through a structured questionnaire and analyzed using the Statistical Package for Social Sciences (SPSS). The results reveal that service quality, brand image, and electronic word of mouth (eWOM) each have a significant and positive effect on customer loyalty. These findings indicate that improving service performance, strengthening brand perception, and encouraging positive online customer reviews are critical strategies for enhancing customer loyalty in the highly competitive e-commerce sector. This study contributes to the literature on digital marketing and consumer behavior by providing empirical evidence from an emerging market context.

Digital Readiness and Social Capital in Shaping Entrepreneurial Intentions: The Mediating Role of Risk Tolerance among University Students Valerie Thalia. S; Astri Ayu Purwati; Ermina Rusilawati; Zulfadli Hamzah
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 1 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i1.2052

Entrepreneurial intention needs to be cultivated and strengthened among students as a strategic effort to address the issue of unemployment in Indonesia. This study aims to examine the roles of social support, digital literacy, and risk tolerance in shaping students’ entrepreneurial intentions. The research was conducted among students of the Pelita Indonesia Institute of Business and Technology, Pekanbaru, Riau. The population consisted of 2,203 undergraduate students enrolled in 2023, from which 100 students were selected as respondents. A simple random sampling technique was employed to ensure that each member of the population had an equal opportunity to be selected, without considering specific strata or characteristics (Sugiyono, 2019). Data were analyzed using multiple linear regression. The findings indicate that social support and risk tolerance have a positive and significant effect on entrepreneurial intentions, whereas digital literacy shows a negative and insignificant effect.

Brand Trust, Audience Engagement, and Interactivity as Determinants of Purchase Decisions in TikTok Live Commerce Monalisa Monalisa; Astri Ayu Purwati; Ermina Rusilawati; Muhammad Firmansyah; Stanislaw Flejterski
International Journal of Information System and Innovation Management (IJISIM) Vol. 3 No. 2 (2025): International Journal of Information System and Innovation Management
Publisher : Yayasan Pendidikan Islam Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/ijisim.v3i2.2061

The rapid growth of live streaming commerce has transformed consumer purchasing behavior, particularly among Generation Z users of TikTok Live. This study aims to examine the effects of brand trust, audience engagement, and interactivity on purchase decisions among TikTok Live consumers in Pekanbaru City. A quantitative research design was employed, with data collected through a structured questionnaire from 120 respondents who had previously made purchases via TikTok Live. The data were analyzed using multiple linear regression to test the proposed hypotheses. The results indicate that brand trust and audience engagement have a positive and significant effect on purchase decisions. These findings suggest that consumers are more likely to make purchasing decisions when they trust the brand and actively engage with live streaming content. In contrast, interactivity was found to have a positive but insignificant effect on purchase decisions, indicating that interactive features alone do not directly drive purchasing behavior without the support of trust and engagement. Overall, the research model explains 61.4% of the variance in purchase decisions. This study contributes to the literature on live streaming commerce by highlighting the dominant roles of brand trust and audience engagement in shaping purchase decisions within the TikTok Live context. Practically, the findings provide insights for marketers and sellers to focus on trust-building strategies and engagement-driven content to enhance sales performance in live streaming environments.

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