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All Journal Media Ekonomi dan Manajemen EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN EBSJ Jurnal Administrasi dan Manajemen MANAJEMEN DEWANTARA Jurnal Ekuilnomi Journal of Management and Entrepreneurship Research Golden Ratio of Marketing and Applied Psychology of Business Jurnal Bina Bangsa Ekonomika Alinea: Jurnal Bahasa, Sastra, dan Pengajaran International Journal of Economics, Management and Accounting EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN
Nurul Huda
Universitas Islam Nahdlatul Ulama Jepara
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Kualitas Produk, Harga Produk Dan Kepuasan Pelanggan Terhadap Keputusan Pembelian Brand HP OPPO Yang Digunakan Oleh Masyarakat Jepara Felia Eka Putri; Nurul Huda
JURNAL ADMINISTRASI & MANAJEMEN Vol 15, No 4 (2025): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v15i4.6914

Abstract

Abstrak Industri smartphone di Indonesia menunjukkan pertumbuhan pesat, termasuk OPPO yang semakin populer karena strategi harga, kualitas dan promosi. Sebagian penelitian di kota kota besar belum berfokus pada daerah semi-urban seperti Jepara. Di Jepara, distribusi OPPO meningkat signifikan dan menjadi pilihan utama di masyarakat. Tujuan dalam penelitian ini memberikan rekomendasi spesifik untuk pendistribusian OPPO dalam menyusun strategi pemasaran berbasis data daerah Jepara. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Pengambilan sampel menggunakan rumus Rao Purba untuk menentukan jumlah sampel yang akan didapatkan melalui survei online (Google Form) dan menghasilkan 105 responden masyarakat kota Jepara yang menggunakan produk Hp OPPO. Proses analisis data menggunakan Statistical Package for the Social Sciences (SPSS). Penelitian ini secara statistik telah menunjukkan bahwa ketiga variabel independen yaitu kualitas produk, harga dan kepuasan pelanggan berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Kualitas Produk, Harga Produk, Kepuasan Pelanggan, Keputusan Pembelian
Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry M. Rifqy Roosdhani; Samsul Arifin; Nurul Komaryatin; Ali Ali; Nurul Huda; Muhammad Khoiruddin; Chenly Loing
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 11 (2025)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i11.244

Abstract

This study investigates the role of Social Media Marketing Activities (SMMA) in influencing purchase decisions, with purchase intention as a mediating variable and brand image as a moderating variable, focusing on Sweet Mango, a local fashion brand in Jepara, Indonesia. Using a quantitative approach, data were collected from 97 respondents through online surveys and interviews, employing a purposive non-probability sampling method. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results reveal that SMMA significantly enhances purchase intention, which in turn strongly influences purchase decisions. Furthermore, purchase intention mediates the relationship between SMMA and purchase decisions. While brand image does not directly affect purchase intention, it plays a significant moderating role by strengthening the relationship between SMMA and purchase intention. Additionally, SMMA indirectly impacts purchase decisions through its influence on purchase intention. These findings underscore the critical importance of leveraging social media marketing strategies to drive consumer behavior while simultaneously building a strong brand image to maximize effectiveness. The study contributes to the literature by addressing inconsistencies in the relationship between brand image and consumer behavior and offers practical insights for local businesses aiming to optimize their digital marketing efforts. Limitations include the small sample size and focus on a single brand, suggesting opportunities for broader future research.
IMPROVE MARKETING PERFORMANCE THROUGH MARKET SENSING CAPABILITY, DYNAMIC CAPABILITIES, AND NEW PRODUCT DEVELOPMENT Nurul Komaryatin; M. Rifqy Roosdhani; Samsul Arifin; Ali; Nurul Huda
Edunomic : Jurnal Ilmiah Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan Vol 12 No 1 (2024): EDISI MARET
Publisher : Prodi Pendidikan Ekonomi-UGJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/ejpe.v12i1.37

Abstract

The worsening sales trend of Jepara furniture exporters as a result of substandard marketing performance is the driving force for this research. Currently, a company's ability to improve its marketing performance is very important because it shows how well the company can meet its sales targets in the market. An effective method for identifying problems that impact a company's competitiveness and sustainability is to examine its marketing performance and the factors that influence that marketing performance. This study shows market sensing capabilities, dynamic capabilities, and new product development that can be used by Jepara furniture exporters to improve their marketing performance. This survey involved 60 respondents and used quantitative techniques. Purposive sampling is used in the sampling procedure. The research utilizes multiple linear regression analysis for data examination. Research findings show that market sensing capability, dynamic capabilities, and new product development all influence marketing performance. In this research, expanding market sensing capabilities, dynamic capabilities and new product development are recommended for Jepara furniture export companies. Thus, the furniture export business in Jepara will have better marketing performance.
The Influence of Brand Ambassador and Fanaticism on Purchase Decision of Indomilk X Seventeen with Brand Image as a Variable Fera Fitriyani; Nurul Huda
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2377

Abstract

This study aims to analyze the influence of brand ambassadors and fanaticism on the purchase decision of Indomilk x SEVENTEEN products with brand image as a mediating variable. This study is motivated by the modern marketing phenomenon that utilizes popular culture and the power of fandom as a brand communication strategy. The method used is a quantitative approach with a purposive sampling technique on 100 respondents who are members of the CARAT fandom and have purchased Indomilk x SEVENTEEN products. Data were collected through questionnaires and analyzed using Partial Least Squares (PLS). The results showed that brand ambassadors and fanaticism have a positive and significant effect on purchase decisions. In addition, brand ambassadors and fanaticism also have a positive and significant effect on brand image. Brand image is proven to have a positive effect on purchase decisions and is able to mediate the relationship between brand ambassadors and fanaticism with purchase decisions. These findings indicate that the success of collaborative marketing strategies is not only influenced by the popularity of public figures, but also by consumers' emotional attachment that can form a positive brand image and encourage purchase decisions. This study provides implications for companies in designing marketing strategies that combine the use of brand ambassadors, fandom management, and strengthening brand image to improve consumer purchasing decisions.
Generation Z Decision to Use E-Wallets and Its Drivers Mohamad Rifqy Roosdhani; Samsul Arifin; Nurul Komaryatin; Ali Ali; Nurul Huda; Muhammad Khoiruddin
Economics and Business Solutions Journal Vol. 9 No. 2 (2025): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v9i2.11982

Abstract

The rapid growth of e-wallet technology is reshaping financial transaction behavior, particularly among Generation Z. However, many e-wallet providers struggle to ensure long-term adoption and continued use, due to limited comprehension of the cognitive and psychological factors that drive user decisions in this demographic. This study addressed the gap by empirically analyzing how perceived usefulness and user attitude determine the usage decision of e-wallet services among Generation Z, a technologically adept yet under-researched segment. This study's innovation is found in examining the indirect pathway of perceived usefulness influencing usage decisions through user attitude within a Generation Z context. Employing a quantitative approach, primary data were collected from 125 Generation Z e-wallet users using an online questionnaire.   The data was analysed using partial least squares structural equation modelling, or PLS-SEM.)  through SmartPLS 4.0, testing three key constructs: perceived usefulness, attitude toward use, and usage decision. The findings demonstrated that perceived usefulness had a significant positive effect on both user attitude (coefficient = 0.814, p < 0.05) and usage decision (coefficient = 0.351, p < 0.05). Furthermore, user attitude was found to be a strong predictor of usage decision (coefficient = 0.588, p < 0.05) and served as a significant mediator, with an indirect effect of perceived usefulness on usage decision (coefficient = 0.479, p < 0.05). 80.5% of the variation was explained by the model in usage decision, underscoring its high explanatory power. In conclusion, the study establishes that perceived usefulness is fundamental in shaping positive user attitudes and subsequent e-wallet adoption decisions among Generation Z, emphasizing the mediating role of attitude in the technology acceptance process. These insights inform both theoretical frameworks of technology acceptance and practical strategies for e-wallet providers to boost user engagement and retention.
Co-Authors Ali Ali Ali Ali Ali Chenly Loing Dewi Sagita Anum Miswari Eko Nur Fu’ad Felia Eka Putri Fera Fitriyani Marcello Hata Arswenda Mohamad Rifqy Roosdhani Mohamad Rifqy Roosdhani Muhammad Deny Setiawan Muhammad Husni Tamrin Muhammad Khoiruddin Muhammad Khoiruddin Nirmala Auliya Firdaus Noviana Anis Rahmawati Novita Indrain Nurul Komariyatin Nurul Komaryatin Nurul Komaryatin Samsul Arifin Triska Oktaviani Tyas Widy Cahyanti Yuli Asmawati