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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 JURNAL MANAJEMEN IJEBD (International Journal Of Entrepreneurship And Business Development) JURNAL MANAJEMEN BISNIS MABIS: Manajemen dan Bisnis Jurnal Mantik Journal of Enterprise and Development (JED) Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Insight Management Journal Ilomata International Journal of Management Journal of Management and Entrepreneurship Research Jurnal Dharma Bhakti Ekuitas Interdisciplinary Social Studies PRIMA : Portal Riset dan Inovasi Pengabdian Masyarakat Journal of Social Research Indonesian Journal of Business Analytics (IJBA) Mabsya: Jurnal Manajemen Bisnis Syariah Jurnal Inspirasi Binsis dan Manajemen Inkubis: Jurnal Ekonomi dan Bisnis Journal Research of Social Science, Economics, and Management Journal of Sustainable Community Service IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Jurnal Ekonomi, Manajemen, Akuntansi
Siska Ernawati Fatimah
Universitas Swadaya Gunung Jati
Aerospace Engineering Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Veterinary Other

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Customer satisfaction in the digital era: the effects of augmented reality experience and advertising personalization Muhammad Azriel Akbar; Siska Ernawati Fatimah
Jurnal Mantik Vol. 10 No. 1 (2026): May : Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v10i1.7143

Abstract

Advances in digital technology have encouraged the beauty industry to develop marketing strategies that focus on consumer experiences and needs. The use of interactive technology and the delivery of advertisements tailored to consumer interests can increase the ease of shopping as well as customer satisfaction in purchasing skin care products. This study uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to 240 respondents who are active users of local brand skin care products Glad2Glow in the city of Cirebon. The sampling technique was carried out using purposive sampling. Data analysis was conducted using variance-based structural equation modeling methods to test the influence of augmented reality experience and advertising personalization on customer satisfaction. The results of the analysis show that augmented reality experiences have a positive and significant effect on customer satisfaction. In addition, advertising personalization also has a positive and significant influence on customer satisfaction. Together, these two independent variables are able to explain most of the variation in customer satisfaction levels. Engaging digital experiences and the delivery of ads that are relevant to consumer needs play an important role in improving customer satisfaction. Therefore, companies need to develop digital marketing strategies that focus on experience, message relevance, and long-term relationships with consumers. This approach is expected to be able to increase brand competitiveness and support business sustainability in the increasingly competitive national and regional digital market on a sustainable basis
The effect of scarcity messages and visual appeal on impulse buying among gen z shopee users in cirebon Muhamad Reza Mubarok; Siska Ernawati Fatimah
Jurnal Mantik Vol. 10 No. 2 (2026): August : Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v10i2.7201

Abstract

The rapid growth of e-commerce, particularly the Shopee platform, has driven massive shifts in consumer digital shopping behavior through various marketing tactics. This study aims to analyze the partial and simultaneous effects of scarcity messages and visual appeal on impulse buying behavior among Generation Z Shopee users in Cirebon City. This study uses a causal associative design and a quantitative methodology. 150 respondents who were chosen using the purposive sampling technique were given questionnaires to complete in order to collect data. Using SmartPLS 4.0 software, structural equation modeling based on partial least squares (SEM-PLS) was used to analyze the data. The findings reveal that scarcity messages have a favorable and substantial impact on impulsive purchases, indicating that time and stock constraints generate psychological urgency for young consumers. Furthermore, visual appeal also exerts a favorable and substantial impact on, demonstrating that attractive platform interface aesthetics successfully stimulate consumers' positive emotional responses. Simultaneously, the combination of scarcity message strategies and visual appeal contributes a strong influence on the level of impulsive purchasing by 60.1%. These results highlight the significance of integrating visual stimuli and scarcity appeals for digital marketers in optimizing sales volume in developing regional markets
How Technology Readiness and Entrepreneurial Orientation Shape MSME Marketing Performance in Cirebon City, Indonesia Siska Ernawati Fatimah; Badrudin Hadibrata
Ilomata International Journal of Management Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v7i3.2271

Abstract

Many MSMEs now rely on digital technology in their everyday marketing activities, especially to reach customers and promote their products more efficiently. Using digital media, businesses can reach customers more easily, introduce products, and keep in touch with buyers. However, not all MSMEs get better marketing results from using technology. A main reason is that many businesses are not ready to use technology well in their work. While many studies have examined digital adoption and the entrepreneurial mindset, few have examined how readiness to adopt technology affects marketing success in MSMEs. This study examines how technology readiness and an entrepreneurial mindset impact marketing outcomes. It also examines whether an entrepreneurial mindset alters the effect of technology readiness on marketing success. The study collected data from 180 MSME owners and managers in Cirebon City, Indonesia. Participants were selected deliberately, and information was collected through questionnaires. The data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that being ready to adopt technology is strongly linked to better marketing results. Having an entrepreneurial mindset also helps marketing success. However, the idea that an entrepreneurial mindset changes the effect of technology readiness was not supported. This means that being ready to use technology directly improves marketing results, regardless of entrepreneurial mindset. The findings show that digital marketing success in MSMEs depends heavily on how ready businesses are to use technology in their operations and decision-making.
The Impact of Scarcity and Flash Sale Techniques on Impulse Buying of Cosmetics Vera Rachmania; Muhammad Inzaghi Ramadhan; Siska Ernawati Fatimah
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-64

Abstract

Objective: This study examines the impulsive buying behaviour of cosmetic consumers on e-commerce platforms through the application of scarcity and flash sale techniques. Research Design & Methods: A total of 398 respondents from Cirebon City participated in this quantitative study, selected using an accidental sampling method. Data were collected through an online survey and analysed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Findings: Both scarcity and flash sale techniques influence impulse buying behaviour, with scarcity having the stronger effect. Flash sales stimulate urgency through limited-time offers, while scarcity enhances perceived value due to product limitation. Implications and Recommendations: Marketers are encouraged to combine flash sales and scarcity techniques to increase urgency and desirability. Brief, strategic discounts can effectively encourage unplanned purchases. Contribution & Value Added: This study provides valuable insights into e-commerce strategies that enhance impulse buying behaviour in the digital beauty sector.
The Influence of Influencer Authenticity and Electronic Word of Mouth (E-WOM) on Brand Trust: Empirical Evidence from N-Pure Skincare Consumers Elis Nur Haliza; Siska Ernawati Fatimah
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1491

Abstract

This study examined the influence of influencer authenticity and electronic word-of-mouth (e-WOM) on brand trust in the context of N’Pure skincare consumers in Indonesia. The increasing dominance of digital marketing has transformed how consumers evaluate brands, with trust increasingly shaped by social media interactions and influencer communication. However, issues such as fake reviews, paid endorsements, and a lack of transparency have raised concerns regarding declining consumer trust. The objective of this research was to analyze the effect of influencer authenticity and e-WOM on brand trust. A quantitative approach was employed using a survey method, with data collected from 180 respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software to test the proposed hypotheses. The results indicated that both influencer authenticity and electronic word-of-mouth had a positive and significant effect on brand trust. Influencers perceived as honest, consistent, and transparent were more likely to increase consumer confidence in a brand. Similarly, positive and credible e-WOM strengthened consumer trust through shared experiences and recommendations. In conclusion, influencer authenticity and e-WOM play crucial roles in shaping brand trust. This study highlights the importance of selecting credible influencers and managing online consumer feedback to strengthen the effectiveness of digital marketing strategies.
Digital Competence Mediates the Relationship between Mobile Services, Omnichannel Strategy, and Personalized Marketing in Indonesian MSMEs Siska Ernawati Fatimah; Badrudin Hadibrata
Journal of Management and Entrepreneurship Research Vol. 7 No. 3 (2026)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2026.9.07.3-111

Abstract

Objective: Personalized marketing has become increasingly important for MSMEs, especially in today’s digital environment. This study examines how culinary MSMEs in Cirebon use omnichannel strategies and mobile-based self-service, and whether digital competence mediates the relationship between mobile services, omnichannel strategy, and personalized marketing. Research Design & Methods: The study uses a quantitative survey of 200 MSME actors already familiar with digital media in their business activities. The sample was determined using a 5% margin of error. To examine relationships between variables, the data were analyzed using PLS-SEM. Findings: The findings reveal that mobile services and omnichannel strategies significantly enhance personalized marketing through the partial mediating role of digital competence. Digital competence partially mediates these relationships. In practice, businesses with stronger digital skills tend to use digital channels more effectively to deliver personalized experiences. Implications & Recommendations: These results point to the need for MSMEs to strengthen their digital capabilities, not just by adopting technology, but by learning how to use it more effectively across channels. Improving digital competence can help businesses connect better with customers and respond to changing market expectations. Contribution & Value Added: Rather than looking at these factors separately, this study brings them together in one model and shows how digital competence acts as a key link between technology use and personalized marketing. This perspective adds insight, particularly for MSMEs operating in developing economies.
Co-Authors Aang Curatman Acep Komara Acep Komara Agung Yulianto Agung Yulianto Alysha Prameswari Nurmalitasari Anna Suzana Anshori, Asroful Adim Aoliyah Firasati Aoliyah Firasati Ario Purdianto Asti Hidayati Asti Hidayati, Asti Astillero, Marlon Rael Ayu Sulastri Azzahra, Nadhira Badrudin Hadibrata Dera Eka Safitri Dera Tamaharani Dhenisa Dewi Sulaeman Dien Noviany Rahmatika Dien Noviany Rahmatika Dita Septiani Elis Nur Haliza Elsya Tri Hasanah Fadia Stevani Fahrezi Rachmayandi Farizha Dwi Kartika Gaung Al Faris Hadyati, Siti Nur Hana Rizky Fadhil Hanna Nurhaliza Herdinadiatin, Lis Tatin Holik, Asep Epriana Nur Ida Rosnidah Irul Juliar Rahman Khusnul Khotimah Khotimah Komara , Acep Lameina Revasanda Lis Tatin Herdinadiatin Lisa Harry Sulistiowati M. Yudi Mahadianto Mahadianto, M. Yudi Mardiyani Mardiyani Marlon Rael Astillero Maulana Aditya Alfian Noor Maulana Iqbal N Maulany, Soesanty Mila Widia Putri Moh Yudi Mahadianto Moh. A’ip Saepul Rohman Muhamad Reza Mubarok Muhammad Azriel Akbar Muhammad Inzaghi Ramadhan Nadhira Azzahra Nadhira Azzhara Nadila Tri Natasya Nindi kusnaedi Noveria Susijawati Nudya Layalia Oktavani, Icha Dinda Lestari Pandu Pramudya Raka Pratama Prattana Srisuk Prattana Srisuk Rahel Syalomitha Amabel Rahmadi Rahmadi Ratih Hurriyati Rawi Riza Ardy Saputra Rizky Aditya Wirayudha Saha, Sanchita Sanchita Saha Santoso, Sindi Puji Sihol Marito br Siagian Siti Maryam Siti Nur Hadiyati Siti Nur Hadiyati Siti Nur Hadyati Soesanty Maulany Soesanty Maulany Soesanty Maulany Srisuk, Prattana Suci Adella Fatmawati Sulistiowati, Lisa Harry Sulistiyowati, Lisa Harry Sulistiyowati, Lisa Harry Suzana, Anna Trinanda, Vega Umiyaroh Vera Rachmania Widiya Sahfitri Yusuf Yusuf Zahra Fakhiratunisa