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All Journal Jurnal Manajemen dan Keuangan Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Patrawidya: Seri Penerbitan Penelitian Sejarah dan Budaya JURNAL PEMASARAN KOMPETITIF Journal of Tropical Marine Science Al-Kharaj: Journal of Islamic Economic and Business Jurnal Ilmiah Manajemen Kesatuan Intervensi Komunitas: Jurnal Pengabdian Masyarakat Nusantara Hasana Journal Open Science and Technology Open Community Service Journal Indonesian Journal of Community Services Cel Jurnal Pengabdian dan Pemberdayaan Masyarakat Inovatif Dinamika Sosial: Jurnal Pengabdian Masyarakat Dan Transformasi Kesejahteraan International Journal Business, Management and Innovation Review Harmony Management: International Journal of Management Science and Business Global Management: International Journal of Management Science and Entrepreneurship Journal of Social Sciences and Technology for Community Service Journal Tafkirul Iqtishodiyyah Global Economics: International Journal of Economic, Social and Development Sciences
Rinaldi Bursan
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Lampung
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INFLUENCE OF BRAND IMAGE ON BUYING DECISION (STUDY AULIA WEDDING GALLERY) Zarfa Nuary, Fadhila; Bursan, Rinaldi; Siti Ambarwati, Dwi Asri
Journal Tafkirul Iqtishodiyyah Vol. 2 No. 1 (2022): JOURNAL TAFKIRUL IQTISHODIYYAH
Publisher : Sekolah Tinggi Ilmu Syrari’ah Daru ‘Ulum (STSDU) Lampung Timur.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63761/10.63761/.2022.v2.i1.a27

Abstract

The development of the decoration, make-up and fashion business is getting faster and tighter because all of them appear and try to bring fresh things to offer to consumers. This creates an increasingly competitive arena of competition in this business field. This study aims to determine how much influence the company's brand image has on consumer decisions to make a purchase, with the subject of as many as 102 consumers who have used the services of Aulia Wedding Gallery Lampung aged 17 years and over. The method used in this research is a questionnaire, interviews and direct observation in the field, with data testing techniques in the form of validation tests, reliability tests, T-tests, and F tests. significant on the Purchase Decision, where all data have met the requirements of validity and reliability with the results of the T test and F test of 0 < 0.05 which indicates that accept Ha and reject H0. Then the data is also strengthened by consumer answers who strongly agree and agree for the product image indicator of 98.04%, the producer image indicator and product excellence of 97.06%, the user image indicator of 96.57%, the indicator recommending to others 95 ,1%, the repurchase indicator is 97.06%, and the maturity indicator for a product is 98.04%.
The Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying in Bukalapak E-Commerce (Study on Bukalapak Consumers in Bandar Lampung) Novriady Nurtanio, Ilham; Bursan, Rinaldi; Wiryawan, Driya; Listiana, Indah; Maruf, Chasan
Journal Tafkirul Iqtishodiyyah Vol. 2 No. 2 (2022): JOURNAL TAFKIRUL IQTISHODIYYAH
Publisher : Sekolah Tinggi Ilmu Syrari’ah Daru ‘Ulum (STSDU) Lampung Timur.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63761/10.63761/.2022.v2.i2.a36

Abstract

At present the advancement of data innovation is endlessly quick, remembering for Indonesia itself. Information technology in the world, even in Indonesia has been widely used as a tool for human life activities in various aspects of life, including business activities. The current e-commerce phenomenon is increasingly causing the rise of various online stores in Indonesia. One of the providers of online business digital platforms is Bukalapak. This study was conducted to determine whether there is a significant effect given by the variabel Shopping Lifestyle and Hedonic Shopping Motivation as an independent variable on the Impulse Buying variable as the dependent variable (Study on Bukalapak Consumers in Bandar Lampung). The data used in this study is primary data, which was obtained from the results of respondents answers which were collected with the help of a questionnaire. The number of samples in this study were 108 respondents. The sampling method uses a non-probability sampling technique, which is a technique to determine the sample with certain considerations. The analytical method used in this research is validity test, reliability test, analysis multiple liniear regression, and hypothesis testing, namely t test and coefficient of determnination (R2), with the help of the IBM SPSS 26 application program for windows. The results of this study indicate that the Shopping Lifestyle variable has a significant effect on the Impulse Buying variable as evidenced by the t-count values of 3.009 > from the t-table value of 1.98304 with a significance level of 0,003 < 0,05. The the Hedonic Shopping Motivation variable also has a significant effect on the Impulse Buying variable as evidenced by the t-count value of 2.684 > from the t-table value of 1.98304 with a significance level of 0,008 < 0.05. Meanwhile, in this study, the independent variable was able to explain the dependent variable by 47,3% while the rest was influenced by other variables outside the variable of this study.
PEMBERDAYAAN IBU RUMAH TANGGA MELALUI PELATIHAN EKONOMI KREATIF: PRODUKSI DAN PEMASARAN PRODUK RAJUTAN jimad, habibullah; yuningsih, yuningsih; Bursan, Rinaldi; Mardiana, Nova
Jurnal Pengabdian Kepada Masyarakat Sakai Sambayan Vol. 4 No. 1 (2020)
Publisher : Lembaga Penelitian dan Pengabdian Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jss.v4i1.171

Abstract

Masih banyaknya perempuan yang tidak bekerja membuat perempuan hanya mengandalkan pendapatan dari suami sebagai kepala keluarga. Kegiatan ini bertujuan untuk memberdayakan perempuan untuk meningkatkan ekonomi keluarga melalui pelatihan pembuatan dan pemasaran produk rajutan. Tujuan kegiatan pelatihan pembuatan dan pemasaran produk rajutan adalah meningkatkan pendapatan ibu rumah tangga dengan cara membuat dan memasarkan produk rajutan yang telah dihasilkan. Metode yang digunakan dalam kegiatan ini adalah: (1) kegiatan pelatihan yang dilakukan dengan demonstrasi membuat produk rajutan dan memasarkan produk melalui media sosial Instagram, (2) pelatihan dan pendampingan pemasaran produk rajutan melalui Instagram, yang bertujuan membantu mitra yang memiliki masalah dalam memasarkan produk rajutan melalui media sosial Instagram. Hasil kegiatan adalah dihasilkannya produk rajutan dalam berbagai bentuk dan ukuran serta mulai dipasarkannya produk rajutan melalui media sosial Instagram.
The Effect of Price and Brand Image on Purchase Intention on Elizabeth Women's Work Bags Products : (Consumer Study in Bandar Lampung) Miranda Miranda; Satria Bangsawan; Rinaldi Bursan
International Journal Business, Management and Innovation Review Vol. 2 No. 4 (2025): International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v2i4.177

Abstract

This reseach determine the effect of price and brand image on purchase intention for Elizabeth women's work bag products (a consumer study in Bandar Lampung). Elizabeth women's work bag products were chosen because this brand is quite popular among consumers, known as a long-standing player in the Indonesian bag industry with affordable prices and a positive brand image. The phenomenon underlying this research is the current trend regarding fashion as an important aspect when traveling, as well as a decrease in sales of Elizabeth women's work bag products, which were previously known to hold the first position in the Top Brand Index for the women's work bag category. This study uses a quantitative approach with a survey method through questionnaires distributed online to 120 respondents. The sampling technique used was purposive sampling with the criteria: domiciled in Bandar Lampung, aware of Elizabeth women's work bag products, and having the intention to purchase Elizabeth women's work bag products. Data were analyzed using multiple linear regression with the aid of SPSS. The results show that price and brand image have a significant effect on purchase intention for Elizabeth women's work bag products (Consumer Study in Bandar Lampung). This finding interprets that consumers who intend to buy Elizabeth women's work bag products will consider the factors of price and brand image in making a purchase. Thus, this research can serve as a basis for the Elizabeth brand in setting a competitive price and maintaining its quality or excellence to keep the positive brand image of the product.
RESILIENSI 4.0 DAN DAYA SAING GLOBAL: STUDI INTERNASIONALISASI UMKM BERBASIS PRODUK LOKAL LAMPUNG Rinaldi Bursan; Tiara Prisca Sabilla
Nusantara Hasana Journal Vol. 5 No. 7 (2025): Nusantara Hasana Journal, December 2025
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i7.1802

Abstract

This study investigates the role of Resiliency 4.0 in enhancing the global competitiveness of small and medium enterprises (SMEs) in Lampung Province, Indonesia, focusing on local-based products such as coffee, processed fruits, and fisheries. Drawing upon the theoretical foundation of dynamic capabilities, organizational adaptation, and cyber-physical resilience, this research develops and tests a structural model linking Digital Capability (DC), Organizational Adaptation Capability (OAC), Cyber Resilience (CR), and Resiliency 4.0 (R40). Using a Partial Least Squares Structural Equation Modeling (PLS-SEM) approach, the findings demonstrate that DC and OAC significantly contribute to R40 both directly and indirectly through CR. Among the predictors, CR emerges as the strongest determinant, highlighting the pivotal role of digital asset protection, incident detection, and recovery planning in ensuring organizational resilience. The model explains 58% of the variance in R40 with acceptable predictive relevance, suggesting that Resiliency 4.0 offers a robust framework for SME survival and growth in the digital era. The study underscores the importance of integrating digital investment, adaptive culture, and cybersecurity readiness for SMEs in Lampung to achieve sustainable internationalization. Policy implications include strengthening digital infrastructure, promoting cybersecurity literacy, and fostering cooperative digital ecosystems.
DARI ORIENTASI ESG KE WORD OF MOUTH: PERAN MEDIASI KEPERCAYAAN KONSUMEN DAN PENCIPTAAN NILAI PELANGGAN Rinaldi Bursan; Prakarsa Panjinegara; Faila Shofa; Doni Sagitarian Warganegara
Nusantara Hasana Journal Vol. 5 No. 9 (2026): Nusantara Hasana Journal, February 2026
Publisher : Yayasan Nusantara Hasana Berdikari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59003/nhj.v5i9.1926

Abstract

Environmental, Social, and Governance (ESG) orientation is increasingly being adopted by companies as a sustainability strategy, yet understanding how this orientation translates into consumer behavioral responses remains limited. This study aims to explain the processual mechanisms linking ESG orientation to consumer word of mouth through the mediating role of consumer trust and customer value creation. Drawing on commitment–trust theory and the customer value creation literature, this study develops a conceptual model that positions customer trust and value as key mechanisms in this relationship. Data were collected through a survey of consumers who had experience with companies that actively communicate ESG practices and were analyzed using partial least squares structural equation modeling (PLS-SEM). The analysis results indicate that ESG orientation positively influences consumer trust, which in turn drives customer value creation. Customer value creation proved to be a significant predictor of word of mouth. Furthermore, the results of the indirect effects test confirmed that consumer trust and customer value creation, respectively, mediate the relationship between ESG orientation and word of mouth. This study contributes to the sustainable marketing literature by demonstrating that ESG orientation does not operate solely as a symbolic signal, but rather as a relational mechanism that shapes consumer values ​​and behavior. From a managerial perspective, these findings emphasize the importance of managing ESG as a trust-based and customer experience strategy to drive sustainable consumer advocacy.
Gen Z Consumer Behavior in Consuming Local Products in the Era of Digital Hyperreality Rinaldi Bursan
Global Economics: International Journal of Economic, Social and Development Sciences Vol. 2 No. 3 (2025): September: Global Economics - International Journal of Economic, Social and Dev
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globaleconomics.v2i3.332

Abstract

This research explores the symbolic consumption patterns of Generation Z in engaging with local products during the digital hyperreality era, emphasizing the roles of ethical consumption, hyperreality values, and digital identity in shaping purchase intentions. Using a quantitative design through PLS-SEM complemented by qualitative evidence, the study shows that both ethical consumption and hyperreality significantly shape digital identity (β = 0.42; β = 0.53, p < 0.001). Digital identity strongly drives purchase intention (β = 0.65, p < 0.001), while ethical consumption does not directly affect it. Mediation analysis demonstrates that digital identity fully mediates the relationship between ethical consumption and purchase intention, and partially mediates the impact of hyperreality. Qualitative findings highlight that Gen Z’s buying decisions are influenced by symbols and imagery showcased on social media, where ethical aspects only become relevant when they align with digital aesthetics. These results strengthen the postmodernist perspective that consumption in the digital era is primarily about signs, images, and symbols that go beyond mere utility. The study suggests that MSMEs should strategically embed symbolic narratives, ethical dimensions, and visual aesthetics into digital marketing to appeal to Gen Z while promoting sustainability.
Simulacra and the Aesthetics of Fashion Marketing on In-stagram: A Case Study of Indonesian Local Brands Rinaldi Bursan
Harmony Management: International Journal of Management Science and Business Vol. 3 No. 1 (2026): International Journal of Management Science and Business
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/harmonymanagement.v3i1.527

Abstract

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.
Co-Authors A.S., M.Arizal Agus Hudoyo Agustina Bidarti Aida Sari Aida Sari Aida Sari Al Faris, Luthfi Naufal Ali Rahmat Andriyani, Lis Astrid Veranita Indah, Astrid Veranita Ayu Agustina Berto, Ali Casrini, Casrini Dhaniel J Chanerie Dina Safitri Doni Sagitarian Warganegara ERLINA, R.R. Faila Shofa Fauzi, M. Annas Habibbullah Jimad Indah Listiana Indah Nurmayasari Jaya Sironi, Alifya Zahra Jimad, Habibullah Lucky Lindu Antika Mahrinasari MS Mareta Karunia Alda Maruf, Chasan Maya Riantini, Maya Miranda Miranda Nik Adzrieman Bin Abdul Rahman Nova Mardiana Nova Mardiana, Nova Novriady Nurtanio, Ilham Nuzul Inas Nabila Prakarsa Panjinegara RAD Widyastuti Raghid D, M Marshall Ramelan, Mudji Rachmat Reno Wikandaru, Reno Rhodiatul Haida Rio Tedi Prayitno Riska Gusti Rahmani Sabila, Firanti Sakinah, Tazkiyah Satria Bangsawan Shely Cathrin Shinta Tantriadisti Siswanto, Hidayat Puji Siti Ambarwati, Dwi Asri Sri Suningsih Tiara Prisca Sabilla Widyastuti, RA Diana Wiryawan, Driya Yuniarti Fihartini yuningsih yuningsih Yuningsih Yuningsih Zahra, Rina Fatimatuz Zarfa Nuary, Fadhila