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All Journal Ultima Management : Jurnal Ilmu Manajemen Organum: Jurnal Saintifik Manajemen dan Akuntansi Jurnal Halaqah Dinasti International Journal of Management Science JMB : Jurnal Manajemen dan Bisnis Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Social Science Dynamic Management Journal Jurnal Pengabdian Masyarakat dan Penelitian Thawalib Journal of Accounting and Finance Management (JAFM) International Journal of Advanced Multidisciplinary Cakrawala: Jurnal Pengabdian Masyarakat Global The Es Economics and Entrepreneurship West Science Accounting and Finance Jurnal Bisnis Inovatif dan Digital International Journal of Economics, Business and Innovation Research Asian Journal of Management, Entrepreneurship and Social Science
Humairoh Humairoh
Faculty Of Economy And Business Undergraduate Program Of Management Universitas Muhammadiyah Tangerang
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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FoMO dan Strategi Digital Marketing dalam Mendorong Minat Beli Skincare Impor Siti Asriah Immawati; Humairoh Humairoh; Dadang Dadang
Jurnal Bisnis Inovatif dan Digital Vol. 3 No. 1 (2026): Januari : Jurnal Bisnis Inovatif dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jubid.v3i1.1330

Abstract

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.
Entrepreunership Implementation As Moderation In The Success Of Small And Medium Entreprises (SMEs) Humairoh Humairoh; Mohammad Annas
International Journal of Advanced Multidisciplinary Vol. 2 No. 1 (2023): International Journal of Advanced Multidisciplinary (April-June 2023)
Publisher : Greenation Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v2i1.207

Abstract

This study aims to determine the implementation of entrepreneur and entrepreneurship on the success of SMEs businesses both partially and simultaneously and to determine the performance of entrepreneurship as a moderating variable between entrepreneurial variables on the success of SMEs businesses. This type of research is quantitative research. The sample in this study amounted to 92 respondents using a simple random sampling technique, namely respondents from SMEs in Tangerang City Mall. Data were taken using a questionnaire instrument with a Likert scale rating of 1-5 and analyzed using SPSS version 26 software. The results showed that partially there was a positive and significant influence of the entrepreneur variable on business success, entrepreneurship had a positive and significant effect on business success simultaneously entrepreneur and entrepreneurship has a positive impact on business success and the entrepreneurship variable is a moderating variable between entrepreneurial variables on business success. The ability of the entrepreneur and entrepreneurship variables explains business success by 60.6%, as indicated by the magnitude of R Square 0.606. In comparison, the remaining 39.40% is influenced by other factors not included in this research model. With the multiple linear regression equation, Y = 2.228 + 0.542X1+ 0.394 X2 + e.
Pemberdayaan Masyarakat melalui Inovasi Produk Ecoprint untuk Meningkatkan Nilai Tambah dan Daya Saing di Kelurahan Gandasari Kecamatan Jatiuwung Kota Tangerang Siti Immawati; Humairoh Humairoh; Rosyid Rosyid; Fitri Nurhidayah; Dwi Nurazizah; Putri Adawiyah; Winda Indriyani; Wahyudin Wahyudin
Cakrawala: Jurnal Pengabdian Masyarakat Global Vol. 5 No. 4 (2026): November: Cakrawala: Jurnal Pengabdian Masyarakat Global
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/cakrawala.v5i4.7928

Abstract

Community empowerment through the development of productive skills represents an important strategy for promoting the utilisation of local resources while creating opportunities for creativity-driven economic activities. Ecoprint is a textile-processing technique that utilises the natural forms and pigments of leaves and flowers to produce distinctive products with potential added value. This community engagement programme aimed to enhance the skills of residents in Gandasari Urban Village, Jatiuwung District, Tangerang City, in producing ecoprint products based on locally available resources, while exploring their potential to increase product value and household income. The programme adopted a qualitative approach through practice-based training, observation of the implementation process, and documentation of participants’ outputs. The findings indicate that the training provided participants with hands-on experience in identifying natural materials, transferring their forms and pigments onto textile media, and producing ecoprint products with varied patterns and colours. The programme further demonstrated the potential to enhance product utility and value through distinctive designs, the utilisation of locally available materials, and the development of creative products with marketable characteristics. Its principal contribution lies in integrating skills-based community empowerment with a business and management perspective, thereby positioning ecoprint not merely as a craft-making skill but also as a potential pathway for community-based enterprise development. Nevertheless, improvements in household income could not be quantitatively established within the scope of the programme. Future community engagement initiatives should therefore strengthen post-training assistance in product design, packaging, pricing, branding, and digital marketing, accompanied by systematic measurement of changes in income, to support the development of ecoprint-based activities into sustainable community enterprises.
Co-Authors Achmad Syahfrudin Zulkarnnaeni Andi Kasuma Negara Andi Kusuma Negara Anggraini Soemadi Arief Iswariyadi Aura Rabbania Azhar Azhar Bimantoro Nur Bobby Parluhutan Boby Arinto Dadang Dadang Dwi Nurazizah Edwin Edwin Fajar Maulana Faradina Putri Cahyani Fina Karlina Fitri Nurhidayah Genia Chandra Hendy Tannady Hening Chintia Fratiwi Iis Naning Nur Khasanah Immawati, Siti Asriah Ina Magdalena Junaidi Junaidi Lainatusshifa Kemal Loso Judijanto Lutfiatun Nafisah M. Harry Mulya Zein Meisin Oktarina Mohammad Annas Mohammad Annas Mohammad Annas Mohammad Annas Mohammad Annas Muhammad Rifqi Munir Azhari Murti Wijayanti Nofita Febriani Nova Inka Tripalupi Novita Wahyu Setyawati Pocut Ainiah Putri Adawiyah Rd Roro Anggraini Soemadi Rosyid . Singh, Rajesh Prettypal Siti Immawati Siti Norida Wahab Suharyadi Suharyadi Taswati Nova Wijayaningrum Taufik, Edi Rahmat Veera Pandiyan Kaliani Sundram Wahyu Anggoro Wahyudin Wahyudin Wahyuni Sri Astutik Wardoyo Wardoyo Winda Indriyani Yudhi Rahman