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All Journal DIGEST MARKETING E-Jurnal Ekonomi dan Bisnis Universitas Udayana JBTI : Jurnal Bisnis : Teori dan Implementasi Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam EBSJ JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Jurnal Manajerial International Journal of Economics Development Research (IJEDR) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Jurnal Fokus Manajemen Bisnis Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Advanced Multidisciplinary Research DEDIKASI PKM Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna Jurnal Bingkai Ekonomi (JBE) Jurnal PKM Manajemen Bisnis Society: Jurnal Pengabdian Masyarakat Business Perspective Journal JURNAL AKUNTANSI DAN BISNIS Neo Journal of economy and social humanities Jurnal Manajemen Bisnis Era Digital IECON: International Economics and Business Conference INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Firdaus Firdaus
Universitas Muhammadiyah Semarang
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Public Health Social Sciences

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Strategies to Boost TikTokShop Purchases via Brand Ambassadors and Advertising Firdaus; Martini; Sulistiyaningsih, Sri; Ismanto, Fiderius; Effendi, Meizar
Economics and Business Solutions Journal Vol. 9 No. 1 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i1.11869

Abstract

This study explores strategies to improve product purchase decisions on TikTok Shop through the use of brand ambassadors and advertising. With the rise of social commerce, TikTok Shop has become a vital platform for digital marketing, highlighting the need for effective promotion. The research examines how brand ambassadors and advertising influence consumer behavior. A quantitative method was used, involving a purposive sample of 100 TikTok Shop users. Data were analyzed using SmartPLS 4.0, a PLS-SEM tool suitable for evaluating complex models and small samples. The measurement model assessed reliability and validity, while the structural model tested hypotheses. Results show that brand ambassadors significantly enhance consumer trust and perceived value, while advertising increases engagement and conversions. Both factors directly impact purchase intention and decisions, with intention acting as a mediator. The study concludes that combining brand ambassadors with targeted ads boosts product visibility and consumer confidence. These findings offer practical insights for businesses optimizing their TikTok Shop strategies
Viral Marketing, Brand Image, and the FOMO Effect: A Behavioral Economics Study on Kazamarts Indonesia Abdillah, Muhammad Husein; Jumai, Jumai; Purwanto, Edy; Firdaus, Firdaus
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 3 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.7555

Abstract

This study aims to examine the role of Fear of Missing Out (FOMO) in moderating the influence of viral marketing and brand image on consumer purchase decisions of Kazamarts Indonesia's fashion products. A total of 100 respondents were selected using purposive sampling, targeting individuals who have engaged with Kazamarts' online marketing and have made or considered making a purchase. Data were collected using a Likert scale questionnaire ranging from 1 (strongly disagree) to 5 (strongly agree). The analysis was conducted using Partial Least Squares (PLS) to test the proposed structural model. The findings reveal that both viral marketing and brand image significantly influence FOMO and consumer purchase decisions. Furthermore, FOMO was found to moderate the relationship between viral marketing and purchase decisions, strengthening the effect, while its moderating role on brand image was less significant. These results highlight the importance of emotional triggers like FOMO in digital marketing strategies for fashion brands targeting online consumers.
Sosialisasi Cerdas Menabung: Upaya Peningkatan Literasi Keuangan di Kalangan Remaja Sanggar Bimbingan Rawang Ariyanto, Ahmad; Firdaus, Firdaus; Nurhayati, Nurhayati; Noegroho, Andro Dewantara
Society : Jurnal Pengabdian Masyarakat Vol 4, No 4 (2025): Juli
Publisher : Edumedia Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55824/jpm.v4i4.583

Abstract

This study aims to enhance the understanding of the importance of saving among students of Sanggar Bimbingan Rawang through educational and training approaches. This research employs a qualitative design with a case study approach, involving 25 students from grades Three to Six. Primary data were collected through semi-structured interviews and documentation to evaluate the students' initial understanding of financial management and behavioral changes after the program. The training program was conducted in several sessions, encompassing both theory and practice, including demonstrations and simulations of saving management. Evaluation was conducted by analyzing qualitative data using thematic analysis techniques to obtain comprehensive conclusions. It is expected that this program will provide significant benefits for the financial development of students in the future and emphasize the importance of collaboration between educational managers and the community.
Peran Bauran Pemasaran Jasa Terhadap Keputusan Pembelian Melalui Lifestyle Sebagai Variabel Intervening Pada Konsumen Kerudung Rabbani Astono, Ari Dwi; Firdaus; Nurhayati; Suharti; Bagus Abdillah
Jurnal Bingkai Ekonomi (JBE) Vol 10 No 2 (2025): Agustus 2025: Jurnal Bingkai Ekonomi (JBE)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) - Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jbe.v10i2.536

Abstract

This study aims to determine, explain, and analyze the Role of Marketing Mix on Purchasing Decisions Through Lifestyle as an Intervening Variable in Consumers of Rabbani Brand Veils. This study uses a purposive sampling technique. The sample in the population of this study is a sample of 96 respondents as consumers who have purchased Rabbani brand veils in the Semarang City area using the purposive sampling method because the number of respondents is unknown. The data collection method uses a questionnaire. Data analysis is descriptive quantitative using the path analysis formula processed using SmartPLS 4. The results of the study indicate that there is a significant influence between Product, Price, Place, Promotion, People, Process, Physical Evidence on Purchasing Decisions, there is a significant influence between Lifestyle on Purchasing Decisions, there is a significant influence between the Marketing Mix (Product, Price, Place, Promotion, People, Process and Physical Evidence) on Purchasing Decisions through Lifestyle (On Rabbani Consumers in the Semarang City area).
Trusting the Threads: How Brand and Quality Weave Purchase Decisions at Griya Batik Semarangan Firdaus; Callista Cahya Waroka; Edy Purwanto; Amrudin Mahfud Jumai
IECON: International Economics and Business Conference Vol. 3 No. 2 (2025): International Conference on Economics and Business (IECON-3)
Publisher : www.amertainstitute.com

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

Abstract

This study aims to analyze the effect of brand image and product quality on consumer purchase intention toward Griya Batik Semarangan, with brand trust as a mediating variable. The research is motivated by the growing competition in the traditional fashion industry, especially among local batik producers, which requires a deeper understanding of consumer behavior and decision-making factors. A quantitative approach was employed, using a survey method by distributing questionnaires to 100 respondents who are consumers of Griya Batik Semarangan. The data were analyzed using Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The findings reveal that both brand image and product quality have a positive and significant influence on purchase intention, as well as on brand trust. However, brand trust does not have a significant effect on purchase intention and fails to mediate the relationship between brand image or product quality and purchase intention. These results suggest that while brand image and product quality are important in building consumer trust, brand trust is not the dominant factor driving purchase intention in the case of Griya Batik Semarangan. The study contributes to the literature on consumer behavior in local cultural products and provides practical implications for traditional fashion businesses in enhancing their market strategies.
Co-Authors Abdillah, Muhammad Husein Ade Octavia Adelia, Vita Adi Sucipto, Adi Agung Nusantara Ahmad Fahmi Aimatuz Zahro Akmal, Muhammad Rafi Alim, Mucahmmad Rully Sjahirul Amelia Amrudin Mahfud Jumai Andro Dewantara Noegroho Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain Asepta Hendriyanto Asepta Hendriyanto Bagus Abdillah Budiman Budiman Callista Cahya Waroka Devanya Sonia Aulia Devi Dina, Novia Rahma Edy Purwanto Edy Purwanto Edy Purwanto Effendi, Meizar Elina Felda Andreani Ellen Proborini Endah Ratnasari Fajar Husain Asy’ari Fatmawati, Azzahra Felda, Elina Fiderius Ismanto Haerudin Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hayati, Michelle Zuhrotul Ilham Yusuf, Ilham ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Joko Setyo Hartono Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Lasmiatun Lasmiatun Lelani, Siska M Roby Jatmiko M. Roby Jatmiko M. Roby Jatmiko MARTINI Martini Martini Martini Martini Maulana, Satriyo Meizar Effendi Meizar Effendi Mochammad Rully Sjahirul Alim Muhamad Roby Jatmiko Muhamad Roby Jatmiko Nadia Ayu Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Pharatt Run Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Roos Kities Andadari Rusmiyatun Rusmiyatun Sekar Fitri Tengah Panuluh Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina Siska Lelani SITTI NURRAHMAH, WA ODE Sri Sulandjari Sri Sulistiyaningsih Sri Sulistiyaningsih Suharti Suharti , Suharti Sulistiyaningsih, Sri Susilo Ariana Arfah Suwardi Suwardi Tiurma Yasinta Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wulandari, Nisa Amelia Yasinta, Tiurman Yayan Nuryana