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All Journal JAM : Jurnal Aplikasi Manajemen Majalah Kulit, Karet, dan Plastik Upajiwa Dewantara : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat Jurnal Riset Ekonomi dan Bisnis Adbis : Jurnal Administrasi dan Bisnis Jurnal Pengabdian Kepada Masyarakat Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Dharma: Jurnal Pengabdian Masyarakat Innovative: Journal Of Social Science Research Jurnal Riset Manajemen dan Ekonomi Jurnal Ilmiah Ekonomi dan Manajemen Ebisnis Manajemen Jurnal Media Akademik (JMA) Jurnal Akuntansi, Perpajakan dan Auditing JURNAL RUMPUN MANAJEMEN DAN EKONOMI PENG: Jurnal Ekonomi dan Manajemen Jurnal Pengabdian Kepada Masyarakat Jurnal Aplikasi Bisnis Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Proceeding Maritime Business Management Conference Jurnal Kajian Bimbingan dan Konseling Jurnal Riset dan Inovasi Manajemen
Musthofa Hadi
Politeknik Negeri Malang
Religion Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Green Marketing dan Brand Image terhadap Keputusan Pembelian Fore Coffee (Survei pada Konsumen Fore Coffee Cabang Soekarno Hatta Malang) Muhammad Aditya; Musthofa Hadi; Achmad Zaini
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/bm5pam49

Abstract

Growing public awareness of environmental issues encourages changes in consumer behavior when choosing products that are of high quality and demonstrate a commitment to sustainability. The increasingly competitive coffee shop industry encourages companies to create differentiation through green marketing and a strong brand image to influence purchasing decisions. This study aims to examine the effect of green marketing and brand image on purchasing decisions at Fore Coffee Soekarno Hatta Branch, Malang. Using a quantitative approach, data were collected from 97 respondents selected by purposive sampling. Data were analyzed using multiple linear regression and hypothesis testing (t-test and F-test) with SPSS. The results showed that green marketing partially had a positive and significant effect on purchase decisions (t-value 3.741 > 1.985; sig. 0.000 < 0.05), brand image partially had a positive and significant effect (t-value 6.156 > 1.985; sig. 0.000 < 0.05), and both variables simultaneously had a positive and significant effect (F-value 65.735 > 3.093; sig. 0.000 < 0.05). The coefficient of determination (R²) of 57.4% indicates that green marketing and brand image explain purchase decisions. This study concludes that green marketing and brand image contribute to increasing consumer purchasing decisions at Fore Coffee Soekarno Hatta Branch, Malang.
Pengaruh Social Media Marketing dan Electronic Word of Mouth (E-WOM) Terhadap Keputusan Pembelian Tiket Eco Active Park Batu (Studi Pada Followers Tiktok @Ecoactivepark) Ulfa Ayu Andira; Musthofa Hadi; Rena Feri Wijayanti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ehgsb290

Abstract

The development of social media has transformed marketing strategies in the tourism sector through the use of TikTok as a promotional platform. In addition, Electronic Word of Mouth (e-WOM) plays an important role in influencing purchase decisions by spreading information and users' experiences on social media. This study aims to analyze the partial and simultaneous influence of Social Media Marketing and Electronic Word of Mouth (e-WOM) on the purchase decision of Eco Active Park Batu tickets among followers of the TikTok account @ecoactiveparkofc. This study employed a quantitative method with a descriptive approach. A purposive sampling technique was used to select 100 respondents. Data were collected through an online questionnaire and were analyzed using multiple linear regression analysis, the t-test, the F-test, and the coefficient of determination with the assistance of SPSS software. The results showed that Social Media Marketing had a positive and significant influence on the purchase decision of Eco Active Park Batu tickets. Electronic Word of Mouth (e-WOM) also had a positive and significant influence on Purchase Decision. Furthermore, Social Media Marketing and Electronic Word of Mouth (e-WOM) simultaneously had a positive and significant influence on the purchase decision of Eco Active Park Batu tickets. Both variables explained a substantial proportion of the variation in Purchase Decision, while the remaining variation was influenced by other factors beyond the scope of this study. Based on the findings, it can be concluded that Social Media Marketing and Electronic Word of Mouth (e-WOM) have a positive and significant influence on the purchase decision of Eco Active Park Batu tickets, both partially and simultaneously. Therefore, the management of Eco Active Park Batu is encouraged to optimize its Social Media Marketing strategy by creating creative, informative, and interactive TikTok content, while strengthening positive Electronic Word of Mouth (e-WOM) by encouraging visitors to share reviews and positive experiences to increase ticket purchase decisions.
Pengaruh Brand Image dan Customer Experience Terhadap Kepuasan Pelanggan di Bandara Internasional Banyuwangi Dina Ananta Syafalia; Musthofa Hadi; Fullchis Nurtjahyani
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/gj9j3g14

Abstract

Growing public awareness of sustainability issues and concern for the environment influences people’s product choices. Not only that, but this awareness and concern for the environment have also impacted service - oriented companies, including those in the air transportation sector, namely airports. These changes are prompting airports to focus in operational and service aspects, while also building an eco - friendly brand image and delivering a memorable customer experience. This study aimed to test and analyze the influence of brand image and customers experience on customes satisfaction at Banyuwangi International Airport. This study is quantitative study that employed questionnaires as a data collection method. The purposive sampling was used to select 96 respondents who had previously used services at the Banyuwangi International Airport. The data analysis involved validity and reliability test, multiple linear regression, t-test, and F-test using IMB SPSS Statistics 25. The result of this study indicated that brand image had a partial, positive and significant effect on customer satisfaction. Customer experience had a partial, positive and significant effect on customer satisfaction. The F-test showed that brand image and customer experience had a simultaneous, positive and significant effect on customer satisfaction. This study concludes that brand image and customer experience are the factors that contribute to customer satisfaction at Banyuwangi International Airport. For this reason, airport management needs to consistently work to maintain a positive brand image and improve the quality of the customer experience so that passenger satisfaction can continue to increase.
Pengaruh Influencer Endorsement dan Visual Aesthetics Konten Instagram terhadap Brand Awareness pada Konsumen Deliwafa Malang Alifia Putri Kusumawardhani; Musthofa Hadi; Ita Rifani Permatasari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2gde5a74

Abstract

The development of social media has encouraged business actors to utilize Instagram as a marketing tool to build brand awareness. Deliwafa is a local fashion brand that actively uses influencer endorsement and visual aesthetics on Instagram to attract consumer attention. Although the number of consumers has increased, the engagement rate on Deliwafa's Instagram account declined, creating an interesting phenomenon to study. This study aimed to analyze the effect of influencer endorsement and visual aesthetics on Deliwafa's brand awareness in Malang City. A quantitative approach with a descriptive research design was employed. Primary data were obtained through questionnaires distributed to Deliwafa consumers who had purchased products, seen endorsement content on Deliwafa's Instagram, recognized the influencers used, and were at least seventeen years old, using non-probability purposive sampling. Data were analyzed using instrument tests, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination. The results showed that influencer endorsement has a positive and significant effect on brand awareness (t-count = 4.098 > t-table = 1.984, sig. = 0.000 < 0.05). Visual aesthetics also have a positive and significant effect on brand awareness (t-count = 7.299 > t-table = 1.984, sig. = 0.000 < 0.05). Simultaneously, both variables significantly affect Deliwafa's brand awareness (F-count = 125.511 > F-table = 3.09, sig. = 0.000 < 0.05), with an R² of 71.6%. These findings indicate that better influencer quality and more attractive visual content lead to higher brand awareness toward Deliwafa.
Co-Authors Abdul Waris Abdullah Helmy Abdullah Helmy Achmad Sudiro Achmad Zaini Achmad Zaini Ainul Yaqin Al Akbar, Muhammad Naufal Alifia Putri Kusumawardhani Amara Puteri Wahyuning Ratih Ardani, Firda Arjo, Tri Ramadani Arni Utamaningsih Asminah Rachmi Asminah Rachmi Ayu Sulasari Bambang Priyono Budhi, Heady Erdyanto Dina Ananta Syafalia Djumilah Zain Drs. Joko Samboro Dwi Sudjanarti DWI SURYANTO Dwi Wahini Nurhajati Ellyn Eka Wahyu Erlangga Andi Sukma Fadilah, Zakiah Nur Farika Nikmah Fitria, Lailatul Fonny Thasia Arsetya Fullchis Nurtjahyani Helmy, Abdullah Heru Utomo Heru Utomo Hidayatinnisa', Nurul Ita Rifani Permatasari Joko Samboro Joni Dwi Pribadi Joni Dwi Pribadi Joni Dwi Pribadi Kartika Indah Permanasari Kartika Indah Permanasari Lalu Muhammad Reza Wardhana LINA BUDIARTI Lina Budiarti M Maskan Makkiyah, Makkiyah Maliki, Alexander Ahadiin Caesar Abdul Maskan, M. Maskur - Maskur, M Moh. Rifqi Riyansyah Mohammad Maskan Mohammad Maskan, Mohammad Muhammad Aditya Muhammad Iqbal Nabila Chika Amanda, Firsa Nikmah, Farika Nilawati Fiernaningsih Palupi, Ratnaning Pramono Pramono Prayitno Prayitno Pudji Herijanto Rachma Bhakti Utami Rafi Dwi Novianto Rafilah Putri Adibah Rahardika, Safirah Putri Rena Feri Wijayanti Rida Prihatni Rizky Kurniawan Murtiyanto Samboro, Joko Sanita Dhakirah Sanjiwani, Sitarestu Santi Susanti, Santi Santoso, Eko Boedi Siti Patimah Sri Nadilah Suprapto Suprapto Syafira Aisya Nurinda TC Bambang Supriyono Tri Ist. Wardani Tri Istining Wardani Tri Ramadani A Ulfa Ayu Andira Umi Khabibah Utaminingsih, Arni V Sri Pertiwi Rumiyati Wildan Habibie Abdullah Yosi Afandi Zubaidi Zubaidi