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All Journal JRAK: Jurnal Riset Akuntansi dan Komputerisasi Akuntansi International Conference on Education and Language (ICEL) MIX : Jurnal Ilmiah Manajemen Jurnal Administrasi Pendidikan Indonesia Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan JURNAL TARBIYAH JAB (Jurnal Akuntansi & Bisnis) JURNAL LENTERA BISNIS JSMA (Jurnal Sains Manajemen dan Akuntansi) Media Jurnal Informatika INOTEK Abdi Makarti Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) IIJSE Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan JIMEK Widya Cipta : Jurnal Sekretari dan Manajemen
Nur Hayati
STIE STAN Indonesia Mandiri
Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Pengaruh Brand Ambassador Dan Iklan Terhadap Keputusan Pembelian Konsumen Pada Marketplace Tokopedia Kika Ramdan Nitami; Nur Hayati
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 5: Juli 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i5.9622

Abstract

Tujuan dari studi ini untuk menentukan tingkat pengaruh yang dimiliki oleh iklan dan brand ambassador terhadap keputusan pembelian yang dibuat oleh konsumen di marketplace Tokopedia. Selain itu penelitian ini bertujuan membantu Perusahaan dan membuat strategi pemasaran lebih baik. Penelitian kuantitatif menggunakan sampling purposive, yang berarti sampel dipilih berdasarkan kriteria tertentu. Jumlah khusus sample penelitian sebannyak 80 konsumen Tokopedia. Dan hasil penelitian ini memiliki dampak yang signifikan secara parsial dan simultan. Terutama diera gidital saat ini peran brand ambassador terhadap Keputusan pembelian pada market place Tokopedia sangat signifikan . Iklan yang menarik juga dapat meningkatkan kesadaran konsumen dan mendorong mereka untuk melakukan Keputusan pembelian pada market place Tokopedia. Brand ambassador dan iklan bekerja sama untuk memengaruhi keputusan pembelian konsumen tokopedia.
Exploring Customer Satisfaction in Addition Apotek Services in Banjarbaru: The Role of Product Involvement, Brand Familiarity, and Consumer Attitudes Faijah, Siti Nur; Nurhayati, Nurhayati
Eduvest - Journal of Universal Studies Vol. 5 No. 9 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i9.51070

Abstract

Customer satisfaction is a condition where customers feel satisfied or happy with the products or services they receive from a company. Improving customer satisfaction services, especially in pharmaceutical businesses such as pharmacies, does not escape the role of product involvement. Apart from the factors related to the products being sold, brand familiarity factors can also provide customer satisfaction when shopping. Apart from these two factors, there is a factor that is no less important, namely consumer attitudes. The phenomenon of consumer attitudes plays an important role in influencing customer satisfaction. This research aims to analyze and test the influence of product involvement, brand familiarity, and consumer attitudes on customer satisfaction. In achieving this goal, this research applies descriptive statistical analysis methods using SEM techniques with the help of SmartPLS software. Based on the results of the analysis, it can be concluded that the three independent variables, namely Product Involvement, Brand Familiarity, and Consumer Attitudes, have a significant and positive influence on Customer Satisfaction[A1]. This research contributes to developing effective customer satisfaction strategies in pharmaceutical retail, providing insights for pharmacy management to optimize service quality through enhanced product involvement, strengthened brand recognition, and positive consumer attitude formation, ultimately supporting sustainable business growth and competitive advantage in the healthcare sector.
PENGARUH TINGKAT PENDIDIKAN DAN PEMAHAMAN AKUNTANSI TERHADAP KUALITAS LAPORAN KEUANGAN UMKM KELURAHAN SUKA MAKMUR Nabila, Syifa; Hayati, Nur
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4358

Abstract

Analisis dilakukan demi memastikan impresi parsial serta simultan antar tingkat pendidikan, pemahaman akuntansi, dan kualitas laporan keuangan. Total sampel mencapai 60 responden, serta populasinya yakni UMKM bidang kuliner di Kelurahan Suka Makmur periode bulan Ramadhan. Data primer serta sekunder, dikumpulkan dari berkas pelengkap Kantor Kelurahan Suka Makmur dan seluruh pernyataan responden. Penelitian ini bersifat kuantitatif. Pengujian instrumen, asumsi klasik, regresi linier berganda, serta hipotesis selaku prosedur analisis informasi riset ini. SPSS v29 berperan mengolah semua data. Temuan penelitian ini membuktikan model parsial tingkat pendidikan tidak mempengaruhi kualitas laporan keuangan, namun pemahaman akuntansi memberi pengaruh atas kualitas laporan keuangan, dan impresi simultan tingkat pendidikan dan pemahaman akuntansi mempengaruhi kualitas laporan keuangan. Sebagaimana hasil koefisien determinasi sebesar 0,177 atau variabel dependen terpengaruh 17,7% atas variabel independen, namun sisanya 82,3% dijabarkan oleh aspek lain.
Pengaruh Affiliate Marketing dan Diskon Live Tiktok terhadap Minat Beli Konsumen Generasi Z di Kota Bandung (Studi pada Produk Glad2glow) Pupu Laela Sari; Nur Hayati
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Vol. 5 No. 1 (2026): Januari: Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jempper.v5i1.5959

Abstract

The development of social commerce has changed the shopping habits of Generation Z consumers in Indonesia, especially on the TikTok Shop platform. This study analyzes the influence of affiliate marketing and TikTok live streaming discounts on Generation Z consumers' purchasing interest in Glad to Glow products in Bandung City. This study applies a quantitative methodology with a purposive sampling approach with 100 Generation Z respondents aged 18 to 28 years from Bandung City. Data were collected through direct questionnaire distribution and analysis was carried out using multiple linear regression using SPSS 21 software. The results of the study prove that affiliate marketing has a positive and significant effect on purchasing interest (t-count = 8.423; p <0.05) with a contribution of 40.4%. Live streaming discounts also have a positive and significant effect on purchasing interest (t-count = 9.099; p <0.05) with a greater contribution of 47.7%. Simultaneously, both variables show a significant effect on purchasing interest (F-count = 67.206; p <0.05) with a contribution of 58.1% to the variation in consumer purchasing interest. This study offers a theoretical perspective on the purchasing behavior of Generation Z consumers and practical suggestions for skincare companies to improve their marketing efforts on TikTok Shop.
The Impact of Live Streaming and Flash Sale on Gen Z Purchase Intention in Shopee Nazma Mega Prameswari; Neng Keke Nuraeni; Nur Hayati -
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7149

Abstract

This study examines the effect of live streaming and flash sales at the Shopee marketplace on the buying interest of Gen Z consumers in Bandung City, platforms such as Shopee, which allow consumers to shop anywhere and anytime. With the ease of accessing various online shopping platforms, many companies are trying to attract consumer attention through multiple strategies, one of which is live streaming and flash sales. This research was designed using quantitative methods, focusing on the population of Shopee Generation Z users in Bandung City. The method used is non-probability sampling with a purposive sampling technique; the sample size is 121 respondents with reference to Roscoe's theory. The results of this study indicate that live streaming partially increases Gen Z's buying interest in Bandung City, flash sales increase Gen Z's purchase interest in Bandung positively partially, and live streaming and flash sales simultaneously have a significant effect on Gen Z's buying interest in Bandung City.
Effectiveness of Content Marketing, Influencers, and TikTok Social Media on Purchase Decisions Nur Febriyantie; Nur Hayati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.7220

Abstract

In this study, we look at how well content marketing and social media platforms like TikTok work to sway consumers' purchasing decisions, utilizing Cho-Cweet products in Bandung City as a case study. A quantitative approach was employed, featuring descriptive and multiple regression analysis to explore the relationships among these variables. Data were collected from 300 respondents who actively engage with Cho-Cweet content on TikTok, using a purposive sampling technique. The findings reveal that an individual's propensity to make a purchase is positively affected by content advertising as well as social media, while the influence of Influencers was not found to be significant. The research concludes that effective content and social media strategies are essential for driving consumer engagement and sales in the digital market.
EMPOWERING HIGHER EDUCATION: INSTITUTIONAL PERFORMANCE AS A KEY FACTOR Nur Hayati; Dani Sopian; Arief Yanto Rukmana
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 1 (2026): February
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i1.713

Abstract

One of the industries that is expanding is higher education, and it is seeing more and more competition. Strong leadership and the use of artificial intelligence technologies are viewed as the keys to raising higher education's effectiveness and competitiveness. In order to better understand how leadership, artificial intelligence, and higher education technology work together to improve higher education's competitive advantage, this study examines the relationships between artificial intelligence, leadership, and higher education competitiveness. It also takes into account the potential influence of higher education's performance as moderation. Using a sample of 250 students from five private higher education institutions in Bandung that provide recognized B Management study programs, this study employed the Purposive Sampling approach. SEM PLS (Partial Least Square) is the approach used for data analysis in this study. The findings demonstrate a strong, direct, and beneficial relationship between leadership and artificial intelligence and the effectiveness and competitiveness of higher education. It is anticipated that the study's conclusions will offer executives, employees, and practitioners in higher education insightful information. Finding the important variables that influence the competitiveness of higher education, such as the ways in which artificial intelligence and good leadership can work together, can help with strategic decision-making for the growth of long-lasting institutions.
Digital Marketing Strategy and Customer Rating: Impact on Purchase Decisions at Sinar Mandiri Dewi, Myla Sunar; Hayati, Nur
Widya Cipta: Jurnal Sekretari dan Manajemen Vol. 10 No. 1 (2026): March
Publisher : Universitas Bina Sarana Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31294/widyacipta.v10i1.11528

Abstract

The rapid growth of digital technology has transformed marketing practices, forcing businesses to adopt digital platforms in order to remain competitive and influence consumer behavior. In this environment, digital marketing strategies and customer rating play an increasingly important role in shaping purchasing decisions, especially for retail businesses operating in highly competitive markets. However, empirical evidence regarding the effectiveness of these factors in the context of local retail is still limited. This study uses an explanatory quantitative approach to analyze the impact of digital marketing strategies and customer evaluation on purchasing decisions at Sinar Mandiri. Data was collected from customers who had made purchases and been exposed to the company’s digital marketing activities through social media, online marketplaces, and other digital platforms using a five-point Likert scale questionnaire. The data was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results of the study indicate that both digital marketing strategies and customer rating have a positive and significant influence on purchasing decisions, with digital marketing strategies showing a stronger influence. These findings suggest that effective digital marketing serves as a major stimulus in shaping consumer expectations, while customer evaluations reinforce trust and perceived quality in the decision-making process. These results have practical implications for local retail businesses in developing more targeted digital marketing strategies and managing customer feedback to improve purchasing decisions.
Co-Authors Abizar Faturrohman Apria, Eka Arief Yanto Rukmana Bayu Dermawan Bella Charisma Sasmita Dani Sopian Deni Jayadi Dewi, Myla Sunar Djam&#039;an Satori Eka Apria evan jaelani Evan Jaelani Faijah, Siti Nur Hermawanto, Yusuf Inpresta Natalia Ivan Aries Setiawan jaelani, evan Jaenal Mutaqin Kika Ramdan Nitami Muji Rahayu muji Rahayu Nabila, Syifa Natalia, Inpresta Nazma Mega Prameswari Neng Keke Nuraeni Nur Febriyantie Pupu Laela Sari Rachel Dian Nitami Sinaga Ritonga, Duma Soswati Rukhviyanti, Novi Santoso, Rachmat Agus Sari Ismayana Shandy Aditia Miharja Wulan laelasari