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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Abdimas BSI: Jurnal Pengabdian Kepada Masyarakat JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Akuntabel : Jurnal Ekonomi dan Keuangan MABIS: Manajemen dan Bisnis Journal of Enterprise and Development (JED) Journal of Management and Entrepreneurship Research Jurnal Dharma Bhakti Ekuitas Jurnal Inspirasi Binsis dan Manajemen Journal of Sustainable Community Service IIJSE Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka)
Siska Ernawati Fatimah
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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Journal : IIJSE

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The Influence of Neuromarketing and Emotional Marketing on the Purchase Intention of the Cirebon Community in the Fashion Industry Gaung Al Faris; Khusnul Khotimah Khotimah; Siska Ernawati Fatimah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6905

Abstract

This study aims to examine how Cirebon people’s purchasing intentions in the fashion industry are affected by neuromarketing and emotional marketing. Purchase intentions arise in response to marketing strategies designed by businesses, especially in the context of online shopping. Neuromarketing and emotional marketing strategies are applied to attract attention and build emotional attachments with consumers, who have evolving digital consumption habits. This study used a quantitative approach, namely residents of Cirebon City aged 14 to 54 years. Sampling using the Slovin formula and obtained 400 respondents. Data analysis with (PLS-SEM) approach. The study shows that emotional marketing has more influence on the purchase intention of Cirebon people in the fashion industry. This is because emotional marketing is able to build strong emotional relationships, create attachment to the brand, and present a more personalized and relatable experience for consumers. Meanwhile, neuromarketing also contributes to increasing purchase intention through psychology and neuro-science-based approaches that influence consumers’ decision-making processes. These findings contribute to businesses in the fashion industry in determining a more effective marketing strategy for the people of Cirebon. Emotional marketing and neuromarketing-based strategies can be used to enhance consumer experience, strengthen brand loyalty, and drive purchasing decisions.
Gamification Appeal and Customer Engagement Increase Online Consumer Repurchase Intentions Elsya Tri Hasanah; Mila Widia Putri; Siska Ernawati Fatimah
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.v8i1.7015

Abstract

Gamification with the use of non-gaming through points, levels, challenges, rewards, or leaderboards on e-commerce shopping platforms becomes a more interesting activity and motivates customer engagement. This study aims to explore the factors that influence repurchase intention in e-ecommerce, with a focus on gamification and customer engagement. The participants in this study were individuals from Cirebon City, aged between 15-29 years old, with a sample size of 399 respondents determined using the Slovin formula. The sampling technique used was purposive random sampling. The research data were analyzed using the SEM-PLS (Partial Least-Structural Equation Modeling) method. The research findings reveal that gamification and customer engagement significantly influence Generation Z's intention to repurchase in e-commerce. Gamification strongly drives Generation Z's purchase intention in e-commerce shopping, this is because gamification creates a fun and interactive shopping experience. An interactive gamification strategy can be utilized by e-commerce businesses to encourage Generation Z's buying interest, so that the strategy created is interesting and effective to be of interest to Generation Z, which will increase consumer buying interest.
Digital Storytelling and Brand Trust Drive Generation Z in Skincare Purchase Decisions Maulana Aditya Alfian Noor; Rizky Aditya Wirayudha; Siska Ernawati Fatimah
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.v8i1.7085

Abstract

Changes in the behavior of Generation Z consumers, who are women and even men, can consciously be aware of self-care. This aligns with technological developments that make it easier for them to find information through social media, compare products, and see skincare user testimonials, which can encourage them to make effective purchasing decisions. This study examines how brand trust and digital storytelling affect consumers' buying decisions. It employs a quantitative approach focusing on Generation Z individuals aged 14-27 years in Cirebon City, which has a population of 117,229 people. The sample calculation uses the Slovin formula, with the calculation results obtained from 400 respondents. The data analysis method employed is Structural Equation Modeling using Partial Least Squares (SEM-PLS). This research shows that brand trust and digital storytelling greatly impact Cirebon City residents' decisions to buy skincare products. Trust dominates the influence on purchasing decisions because consumers are more careful in choosing skincare products through the information obtained, which is supported by other user reviews. Skincare industry players are expected to use the study's findings to inform their social media marketing tactics, which will drive more consumer purchases and boost sales growth while preserving business stability. The implications of this research are expected to be utilized by skincare business operators in determining their marketing strategies through social media to encourage increased consumer purchasing decisions, thereby boosting sales growth to maintain business stability, enabling them to compete and contribute to economic growth.
Artificial Intelligence and Customer Engagement in Driving Customer Satisfaction Dhenisa Dewi Sulaeman; Hanna Nurhaliza; Siska Ernawati Fatimah
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7647

Abstract

To enhance user experience, online ojek applications have integrated Artificial Intelligence (AI) through features like chatbots, service recommendations, and interaction analysis. This study aims to examine the effect of AI implementation and customer engagement on customer satisfaction in the city of Cirebon. Using a quantitative approach with 401 respondents, data were collected through a questionnaire and analyzed using Slovin’s formula and Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results show that AI significantly improves customer satisfaction by increasing service accessibility and ease of use. Furthermore, AI positively influences customer engagement, which in turn has a substantial impact on overall customer satisfaction.
Co-Authors Acep Komara Agung Yulianto Anshori, Asroful Adim Aoliyah Firasati Asti Hidayati Asti Hidayati, Asti Astillero, Marlon Rael Azzahra, Nadhira Dhenisa Dewi Sulaeman Dien Noviany Rahmatika Dita Septiani Elsya Tri Hasanah Fakhiratunisa, Zahra Gaung Al Faris Hadyati, Siti Nur Hanna Nurhaliza Herdinadiatin, Lis Tatin Holik, Asep Epriana Nur Ida Rosnidah Khusnul Khotimah Khotimah Komara , Acep Lis Tatin Herdinadiatin Mahadianto, M. Yudi Maulana Aditya Alfian Noor Maulany, Soesanty Mila Widia Putri Moh Yudi Mahadianto Nadhira Azzahra Nadhira Azzhara Nadila Tri Natasya Noveria Susijawati Oktavani, Icha Dinda Lestari Purdianto, Ario Rachmania, Vera Rachmayandi, Fahrezi Rahmadi Rahmadi Rahman, Irul Juliar Ramadhan, Muhammad Inzaghi Rizky Aditya Wirayudha Saha, Sanchita Santoso, Sindi Puji Siti Maryam Siti Nur Hadiyati Srisuk, Prattana Stevani, Fadia Sulistiowati, Lisa Harry Sulistiyowati, Lisa Harry Suzana, Anna Umiyaroh