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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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Artificial Intelligence and Customer Engagement in Driving Customer Satisfaction Sulaeman, Dhenisa Dewi; Nurhaliza, Hanna; Fatimah, Siska Ernawati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department 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.
The Influence of Viral Marketing and Consumer Engagement on Purchase Intention of Fashion Products on TikTok Shop Safitri, Dera Eka; kusnaedi, Nindi; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7816

Abstract

High expectations for TikTok Shop as an e-commerce platform that can increase sales, but in reality, an average of around 1.2% complete transactions, resulting in a relatively low conversion rate. The focus of this research study is whether viral marketing and consumer engagement affect the purchase intention of fashion products on TikTok Shop. This study was conducted in Cirebon City with the research period in May 2025. The research variables studied are viral marketing (X1), consumer engagement (X2), and purchase intention (Y). The population of the city of Cirebon aged 20 to 41 years is set as the research population with a size of 134,143 individuals, and the sample size used is 399 individuals. This research study is classified as a quantitative study and the analysis used is Partial Least Square Structural Equation Modeling (SEM-PLS) with analysis conducted using SmartPLS. The results of the study show that all indicators meet the validity and reliability requirements suitable for analysis. The direct effect of X1 on Y is 0.220, which means an increase of one unit in X1 can increase Y by 22%, and the direct effect of X2 on Y is 0.608, which means an increase of one unit in X2 can increase Y by 60.8%. The hypothesis testing accepted that there is an influence between X1 and X2 on Y. The proportion of influence is on the coefficient of determination, which is 0.581 or 58.1%, meaning that about 41.9% is influenced by other factors.
Generation Z’s Reliance on UGC and Vlogs For Driving Buying Interest in The Fashion Industry Rahman, Irul Juliar; Rachmayandi, Fahrezi; Fatimah, Siska Ernawati; Rahmadi, Rahmadi
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 3 (2025): JABM Vol. 11 No. 3, September 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.3.917

Abstract

Background: Generation Z’s frequent engagement with social media platforms significantly shapes their purchasing intentions. They actively use these platforms and tend to trust authentic content, such as reviews and user-shared experiences, more than traditional advertising.Purpose: This study aims to analyze how User-Generated Content (UGC) and vlogs influence Generation Z’s purchasing intentions in the fashion industry, providing insights for businesses to develop effective and authentic marketing strategies.Design/methodology/approach: Using the Slovin formula, 400 respondents were sampled. Data analysis was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM).Findings/Results: The study reveals that UGC and vlogs affect Generation Z’s purchasing interest by offering personalized, relatable, and interactive content that fosters emotional connections and conveys product information authentically. These findings can guide businesses in refining their marketing strategies for Gen Z.Conclusion: UGC and vlogs moderately influences consumer purchase intentions, emphasizing the importance of authentic, content-driven marketing approaches.Originality/value (State of the art): This article’s contributes originality by examining the combined impact of UGC and vlogs on Gen Z’s purchasing intentions, offering fresh perspectives on effective marketing strategies within the fashion industry. Keywords: UGC (User-Generated Content), vlogs, purchasing intention, Generation Z, fashion industry
The Impact of Customer Testimonials and Brand Trust in Women's Hijab Repurchase Intention in Cirebon Umiyaroh; Oktavani, Icha Dinda Lestari; Fatimah, Siska Ernawati; Maulany, Soesanty
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.519

Abstract

Background: The hijab industry in Indonesia is rapidly growing, leading to intense online and offline competition between brands.Purpose: This study measures Repurchase Intention based on customer testimonials and brand trust in hijab products marketed through TikTok Shop, Shopee, Lazada, Bukalapak, and other marketplaces.Design/methodology/approach: This study used a quantitative method with data from 400 female hijab users aged 15–24 years in Cirebon. Owing to its strength in complex model analysis, SEM-PLS was applied to analyze the effect of customer testimonials and brand trust on repurchase intention.Findings/Results: This study indicates that customer testimonials and brand trust positively influence repurchase intention for hijab products in Cirebon. The impact of customer testimonials on repurchase intention had a coefficient of 0.400, whereas brand trust demonstrated a more substantial influence with a coefficient of 0.417. The findings suggest that brand trust has a more significant impact on encouraging repurchase behaviour than customer testimonials. These results underscore the importance of building strong brand trust through consistent product quality, excellent customer service, and positive brand reputation. For hijab business owners, effective marketing strategies should generate positive customer testimonials and ensure that the customer experience aligns with the brand’s promises. By consistently delivering quality and maintaining reliable service, businesses can foster consumer trust, enhance customer loyalty, and sustain repurchase intentions over the long term.Conclusion: These two independent variables simultaneously drive Repurchase Intention for hijab products. Brand Trust had a more substantial influence on the intention to repurchase the hijab.Originality/value (State of the art): Consumers trust brands for various reasons, including good product or service quality and brand reputation. Brand trust is a crucial factor in long-term relationships with customers. Keywords: customer testimonials, brand trust, repurchase intention, marketplace, hijab
Co-Authors Acep Komara Agung Yulianto Alfian Noor, Maulana Aditya Anshori, Asroful Adim Aoliyah Firasati Asti Hidayati Asti Hidayati, Asti Astillero, Marlon Rael Azzahra, Nadhira Dien Noviany Rahmatika Dita Septiani Fakhiratunisa, Zahra Faris, Gaung Al Hadyati, Siti Nur Hasanah, Elsya Tri Herdinadiatin, Lis Tatin Holik, Asep Epriana Nur Ida Rosnidah Khotimah, Khusnul Khotimah Komara , Acep kusnaedi, Nindi Lis Tatin Herdinadiatin Mahadianto, M. Yudi Maulany, Soesanty Moh Yudi Mahadianto Nadhira Azzahra Nadhira Azzhara Nadila Tri Natasya Noveria Susijawati Nurhaliza, Hanna Oktavani, Icha Dinda Lestari Purdianto, Ario Putri, Mila Widia Rachmania, Vera Rachmayandi, Fahrezi Rahmadi Rahmadi Rahman, Irul Juliar Ramadhan, Muhammad Inzaghi Safitri, Dera Eka Saha, Sanchita Santoso, Sindi Puji Siti Maryam Siti Nur Hadiyati Srisuk, Prattana Stevani, Fadia Sulaeman, Dhenisa Dewi Sulistiowati, Lisa Harry Sulistiyowati, Lisa Harry Suzana, Anna Umiyaroh Wirayudha, Rizky Aditya