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All Journal MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Managament Insight: Jurnal Ilmiah Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Manajemen dan Kewirausahaan (JMDK) Asia-Pacific Management and Business Application AFEBI Management and Business Review OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Journal of Enterprise and Development (JED) Revitalisasi : Jurnal Ilmu Manajemen Jurnal Manajemen Creative Research Management Journal JMK Jurnal Manajemen dan Kewirausahaan Jurnal Fokus Manajemen Bisnis Indonesian Journal of Multidisciplinary Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Pengabdian Pada Masyarakat The Manager Reveiew INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Strata Business Review Student Journal of Business and Management (SJBM) Management Analysis Journal
Rina Suthia Hayu
University Of Bengkulu
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Kualitas Produk dan Digital Marketing Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Pada Pengguna TOKOPEDIA Andila, Nomy; Hayu, Rina Suthia
REVITALISASI : Jurnal Ilmu Manajemen Vol 12 No 2 (2023): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v12i2.4524

Abstract

Along with the times and supported by the development of increasingly sophisticated technology, it can facilitate companies in marketing products or services on the internet, namely E-Commerce. Where E-Commerce companies are competing to offer the best deals to their customers. Customers who buy products have expectations that the products they buy must be of good quality and in accordance with what they want. This study aims to examine the mediating role of customer satisfaction on the effect of product quality and digital marketing on customer loyalty through customer satisfaction. In this study, the sample was 300 respondents who used Tokopedia. The results of this study found that product quality had no significant effect on customer satisfaction, digital marketing had a positive and significant effect on customer satisfaction, customer satisfaction had a positive and significant effect on customer loyalty, product quality had a significant effect on customer loyalty, digital marketing had a significant positive effect on customer loyalty, product quality had no significant effect on customer loyalty through customer satisfaction, digital marketing had a significant effect on customer loyalty through customer satisfaction. In future research to conduct studies or research that go deeper or even develop a concept or theory. can also conduct more in-depth research with the development of more comprehensive variables and more specific units of analysis related to product quality and digital marketing on loyalty through satisfaction. Future research can consider expanding the research object so that the results obtained are more accurate than this study.
Pemberdayaan Masyarakat Nelayan di Daerah 3T melalui Kegiatan Produksi dan Pelatihan Pemasaran Jompol (Moolgarda seheli) Presto “Ya U Waika” Sipriyadi, Sipriyadi; Hayu, Rina Suthia; Yuliza, Elfi; Wibowo, Risky Hadi; Setiawan, Redo; Wulandari, Gustina Dwi; Aini, Nurul
Jurnal Pengabdian Pada Masyarakat Vol 10 No 2 (2025): Jurnal Pengabdian Pada Masyarakat
Publisher : Universitas Mathla'ul Anwar Banten

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30653/jppm.v10i2.1139

Abstract

Pulau Enggano sebagai daerah 3T di Indonesia yang masuk wilayah administrasi Bengkulu Utara menyimpan berbagai potensi sumber daya alam yang sangat besar. Posisi wilayah di sepanjang pesisir Pantai dengan kondisi alam yang masih alami menyebabkan hasil tangkapan ikan nelayan sebagai perekonomian utama masyarakat Enggano, sangat melimpah. Tujuan dari pengabdian ini adalah meningkatkan kreativitas dan kualitas produksi variasi olahan ikan hasil tangkapan nelayan mempercepat proses pengolahan menggunakan presto, dengan packaging yang menarik melalui pemasaran online dan offline sehingga meningkatkan perekonomian masyarakat sekitar. Metode yang digunakan yaitu dengan penerapan difusi iptek dengan menghasilkan suatu produk bagi konsumen meliputi pemilihan bahan dan produksi Jompol Presto, Packaging, dan Pemasaran Produk. Dari hasil pengabdian yang telah dilaksanakan diperoleh bahwa warga telah mengetahui dan memahami penggunaan panci presto sebagai alat pemasak ikan jompol dan penggunaan plastik vacuum press sebagai packaging ikan jompol presto. Enggano Island as 3T region in Indonesia which is included in the North Bengkulu administrative area holds a variety of enormous natural resource potential. The position of the area along the coast with natural conditions that are still natural causes the catch of fishermen as the main economy of the Enggano community, very abundant. The purpose of this research is to increase the creativity and quality of production of processed fish variations of fishermen's catches by accelerating the processing process using pressure cook, with attractive packaging through online and offline marketing to improve the economy of the surrounding community. The method used is the application of science and technology diffusion by producing a product for consumers including material selection and production of Jompol Presto, Packaging, and Product Marketing. The results of the service that has been carried out, it is obtained that residents already know and understand the use of pressure cookers as a means of cooking jompol fish and the use of vacuum press plastic as packaging for presto jompol fish.
The Effect of Digitalization and Social Media: Generation Z's Purchase Intentions for Somethinc Skincare Products in Indonesia Lubis, Riska Azzura; Hayu, Rina Suthia
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 2 (2025): IJBE, Vol. 11 No. 2, May 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.2.430

Abstract

Background: Generation Z, as increasingly dominant consumers with unique shopping behavior characteristics, plays a vital role in the e-commerce market. Therefore, it is essential to evaluate how marketing factors such as brand image, brand credibility, brand advocacy, and electronic word of mouth (eWOM) influence their purchasing decisions, especially in skincare.Purpose: This study aims to analyze the Influence of brand image, brand credibility, brand advocacy, and electronic word of mouth (eWOM) on Generation Z's purchase intention for Somethinc skincare products in Indonesia.Design/methodology/approach: This study uses a quantitative approach and distributes questionnaires online to 260 Generation Z respondents. Samples were taken using the purposive sampling technique with a Likert Scale. Data analysis was carried out using SmartPLS.Findings/Results: The results showed that brand image and advocacy significantly influence Generation Z's intention to purchase skincare in Indonesia. In contrast, brand credibility and electronic word of mouth do not significantly positively influence Generation Z's purchase intention for skin care.Conclusion: The study's results show that digitalization and social media significantly influence company activities, especially in marketing. Referring to the research findings, companies should strengthen the brand image and advocacy through marketing campaigns highlighting the brand's unique value and encouraging customers to share positive experiences, such as loyalty programs or customer communities. On the other hand, strategies related to brand credibility and eWOM need to be re-evaluated to increase their effectiveness or shift to more impactful efforts. Thus, companies can prioritize resources on aspects that significantly drive consumer purchase intention.Originality/value (State of the art): This study's results provide insight into the effectiveness of marketing strategies in influencing Generation Z's purchasing behavior and explain the inconsistency of previous research findings. Keywords: brand image, brand credibility, brand advocacy, electronic word of mouth, purchase intention
Do Emotions Matter? Positive Emotions as a Mediator Between Gamification, Discounts, and Impulse Buying Among Gen Z Ratuliu, Tara; Hayu, Rina Suthia
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13182

Abstract

Purpose: This study examines the influence of gamification and price discounts on impulse purchases among Generation Z, with positive emotions as a mediating variable.Method: A quantitative approach was employed, using primary data collected through an online questionnaire distributed via social media. The sample consists of 258 Gen Z Shopee users across Indonesia. Data were analyzed using SEM-PLS with SmartPLS version 4.0.Result: Gamification significantly influences both positive emotions and impulse buying behavior. Price discounts significantly affect positive emotions but not impulse buying directly. Positive emotions have a significant impact on impulse buying and mediate the relationship between price discounts and impulse purchases. However, they do not mediate the effect of gamification on impulse buying.Practical Implications for Economic Growth and Development: The study highlights how gamification and discount strategies that evoke positive emotions can increase impulse purchases among Gen Z in e-commerce. This can enhance transaction volumes and contribute to digital economic growth. The findings offer practical insights for e-commerce businesses seeking to influence consumer behavior.Originality/Value: This study contributes original insights by identifying positive emotions as a key mediator in the relationship between gamification, discounts, and impulse buying in Gen Z. It uncovers how gamified elements—such as challenges and rewards—stimulate emotional responses that lead to impulsive purchasing, enriching the digital marketing literature within emotion-driven e-commerce contexts.
Impulse buying in live streaming e-commerce: The role of social presence, social facilitation, and celebrity endorsement Qonitah, Yona Rania; Hayu, Rina Suthia
Jurnal Fokus Manajemen Bisnis Vol. 15 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v15i2.14041

Abstract

The phenomenon of live shopping, which is increasingly popular among Generation Z, is driving changes in online shopping behavior. This study aims to examine how live streamers' attractive appearance and their real-time interaction impact hedonic and utilitarian attitudes, which in turn drive impulse buying. Additionally, it investigates the role of celebrity endorsements in moderating the correlation between these attitudes and the impulse buying behavior of Generation Z Shopee Live users in Indonesia. A quantitative research approach was utilized for this study, involving 349 Generation Z respondents selected through purposive sampling based on their impulse buying experiences on Shopee Live. Data analysis was conducted using structural equation model with partial least square analysis with Smart PLS version 4. The results revealed that live streamers' attractive appearance and their real-time interaction positively and significantly impact hedonic and utilitarian attitudes. Additionally, these attitudes were also found to positively and significantly affect impulse buying behavior. Interestingly, celebrity endorsements were detected to negatively moderate the relationship between hedonic attitudes and impulse buying, while positively moderating the correlation between utilitarian attitudes and impulse buying. The findings of this research provide valuable insights for e-commerce platforms and marketers in crafting effective live shopping strategies. By improving the visual attractiveness of streamers and promoting interactive communication, platforms can enhance both hedonic and utilitarian shopping experiences, thus fostering impulse purchases. In addition, the use of celebrity endorsements should be approached carefully, as their impact varies based on whether consumer motivations are pleasure-driven or practicality-driven.
Influence of Perceived Price, Product Quality, and Brand Image on Purchase Decisions on the TikTok Application with Customer Trust as a Mediating Variable in Bengkulu City Pratama, Bayu Abdi; Hayu, Rina Suthia
Student Journal of Business and Management Vol. 7 No. 3 (2024)
Publisher : Universitas Bengkulu

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

Abstract

The purpose of this study is to examine the effect of Perceived Price, product quality and brand image mediated by Customer Trust in the Tik Tok application in the city of Bengkulu. The sampling technique in this study used a purposive sampling technique. The data collection technique used a questionnaire which was distributed online through social media. Measurement research in this questionnaire consists of 17 questions to respondents. The number of samples is 160. The analysis tool used is PLS-SEM with the help of the SmartPls program version 3.2.9. The results show that (1) Perceived Price has a positive effect on Customer Trust; (2) the quality of product has a positive effect on Customer Trust; (3) brand image has a positive effect on Customer Trust; (4) Perceived Price has a positive effect on purchase decision; (5) the quality of product has a positive effect on purchase decisions; (6) brand image influences purchase decision; (7) Customer Trust influences purchase decision; (8) Customer Trust mediates the effect of Perceived Price on purchase decision; (9) Customer Trust mediates the effect of product quality on purchase decisions; (10) Customer Trust mediates the effect of brand image on purchase decision
Identification of Impulse Buying Behaviour among Shopee Users in Sumatra Island Irfan Alfandi; Rina Suthia Hayu
Jurnal Manajemen Vol. 29 No. 3 (2025): October 2025
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v29i3.2766

Abstract

This study aims to analyse the effect of marketing strategies such as flash sale, cashback, pay later, and free shipping on Impulse Buying behaviour among student Shopee users on the island of Sumatra. Using a quantitative approach, data will be collected through questionnaires distributed to 140 respondents. This research focuses on the age range of 18 to 25 years. The results of this study are expected to enrich the literature on consumer behaviour in the e-commerce sector. The findings are also expected to help companies or organisations understand what factors can drive Impulse Buying and optimise their marketing strategies to be more attractive to consumers on the island of Sumatra. The results of this study indicate a significant effect on the Flashsale and Cashback Variables on Impulse Buying. However, the Paylater and Freeshipping Variables do not affect Impulse Buying.
PERAN TRUST DALAM PENGARUH CELEBRITY ENDORSEMENT DAN ONLINE CUSTOMER REVIEWS TERHADAP PURCHASE DECISIONS ERIGO STORE Alwafi, Raden Muhammad Fadhil; Hayu, Rina Suthia
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.v9i1.5679

Abstract

Fenomena belanja online di e-commerce telah menciptakan lingkungan pemasaran digital yang kompetitif. Penelitian ini menggunakan pendekatan kuantitatif yang bertujuan untuk mengkaji pengaruh celebrity endorsement dan ulasan pelanggan online terhadap keputusan pembelian, dengan kepercayaan (trust) sebagai variabel intervening. Sampel dalam penelitian ini diperoleh melalui teknik purposive sampling. Sebanyak 135 responden yang memenuhi kriteria dipilih sebagai partisipan dalam studi ini, yaitu pernah mengakses akun Instagram Erigo Apparel dan melakukan pembelian di official Store Erigo di e-commerce Shopee. Penelitian ini menggunakan SmartPLS 4 sebagai alat analisis statistik. Dalam analisis ini, penelitian diuji dengan penilaian reliabilitas, validitas konvergen dan validitas diskriminan. Hasil analisis dan pembahasan menunjukkan beberapa kesimpulan utama sebagai berikut: variabel Celebrity endorsement berpengaruh signifikan terhadap Trust konsumen Erigo Apparel; Online customer reviews berpengaruh signifikan terhadap Trust konsumen Erigo Apparel; Trust memiliki pengaruh yang signifikan terhadap Purchase decision; Celebrity endorsement berpengaruh signifikan terhadap Purchase decision; Online customer reviews tidak memiliki pengaruh terhadap Purchase decision; Variabel Trust berperan dalam mediasi Celebrity endorsement terhadap Purchase decision pada Erigo Official Store di platform Shopee; Variabel Trust tidak berperan dalam mediasi Online customer reviews terhadap Purchase decision konsumen pada Erigo Official Store di platform Shopee.
Fitur Live Streaming Sebagai Strategi Digital Marketing Wiranda, Aditya; Hayu, Rina Suthia
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 8 No 1 (2023): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/oikos.v8i1.10550

Abstract

Live streaming commerce is defined as a part of e-commerce that is equipped with real-time social interactions, a unique feature for conducting live broadcasts. This research aims to create a marketing strategy using the live streaming feature on Indonesian social media and e-commerce. This research uses literature review and phenomenon observation methods. The research results produced a marketing strategy using the live streaming feature consisting of 5 approaches and 14 strategies.
FoMO And Discounts: Why Generation Z Can't Resist Online Shopping? Eva Sofiana; Rina Suthia Hayu
Management Analysis Journal Vol. 14 No. 2 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i2.26979

Abstract

This study  aims to explore the influence of social media influencers, fear of missing out (FoMO), shopping lifestyle, and discount prices on impulse buying among Generation Z TikTok and Instagram users in Indonesia. The objective is to identify key factors influencing Gen Z’s online impulse buying, highlighting the urgency due to the rising trend of digital-driven impulsive consumption. Using a quantitative approach, this study analyzed data from 130 respondents selected through random sampling techniques. Data analysis using Structural Equation Modeling-Partial Least Squares (SEM-PLS) reveals that social media influencers, fear of missing out (FoMO), and discount prices positively influence impulse buying, with FoMO having the most significant influence. However, the shopping lifestyle was found to have no significant influence on impulse buying. These findings have important implications for marketers, suggesting that they optimize collaboration with influencers who match the target market, design promotional strategies that utilize FoMO elements ethically, and implement structured discount pricing strategies. For consumers, this study encourages awareness of the influence of influencers and FoMO on purchasing decisions, as well as the importance of self-control. For companies, it provides insights to develop effective digital marketing strategies by leveraging FoMO and discounts, especially to attract Gen Z.    
Co-Authors Aini Nurul Alwafi, Raden Muhammad Fadhil Andila, Nomy Ardiansyah, Yogi Effed Darta Hadi Elfi Yuliza Eva Sofiana Fadilla Riska Rahayu Fahrudin JS Pareke Irfan Alfandi Kamaludin , Kamaludin Lubis, Riska Azzura Marhaeni, Trecya Diyah Citra Muhammad Ikhsan Muhartini Salim Muhartini Salim Muhartini Salim Oktaviany, Putri Pratama, Bayu Abdi Putri Oktaviany Qonitah, Yona Rania Ratuliu, Tara Risdianto Risdianto, Risdianto Setiawan, Redo Sipriyadi Siti Yuningsih Sutanpri, Sutanpri Wibowo, Risky Hadi Willy Abdillah Wiranda, Aditya Wulandari, Gustina Dwi Yolanda Mayang Sari