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All Journal Jurnal Bisnis dan Ekonomi SEGMEN Jurnal Manajemen dan Bisnis Optimum : Jurnal Ekonomi dan Pembangunan DIJB (Diponegoro International Journal of Business) At-Tadbir : jurnal ilmiah manajemen Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Surya Abdimas Budimas : Jurnal Pengabdian Masyarakat JURPIKAT (Jurnal Pengabdian Kepada Masyarakat) International Journal of Management Science and Information Technology (IJMSIT) Jurnal of Applied Business and Banking (JABB) Jurnal Manajemen Bisnis dan Kewirausahaan Jurnal Teknologi dan Manajemen Industri Terapan ASEAN Marketing Journal Prosiding University Research Colloquium Jurnal Manajemen dan Pemasaran Jasa Score: Jurnal Lentera Manajemen Pemasaran Volatilitas : Jurnal Manajemen Dan Bisnis El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Jurnal Pengabdian Masyarakat Manage
Murry Harmawan Saputra
Universitas Muhammadiyah Purworejo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Pengaruh Viral Marketing, Online Consumer Review, dan Live Streaming Terhadap Keputusan Pembelian Sepatu Aerostreet Pada Platform TikTok  Bahtiar Maulana; Murry Harmawan Saputra; Hubi Rahmat Andika
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 1 No. I (2022): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v5i3.1940

Abstract

Fokus kajian diarahkan untuk mengukur tingkat pengaruh viral marketing, online consumer review, serta live streaming terhadap variabel keputusan pembelian produk sepatu Aerostreet pada platform TikTok. Operasionalisasi riset bersandar pada pendekatan kuantitatif dengan instrumen metode survei. Kelompok Generasi Z di Kabupaten Purworejo yang mengonsumsi merek tersebut diposisikan sebagai subjek pengamatan. Instrumen kuesioner secara online via Google Form bertindak sebagai saluran penghimpun data primer. Pengukuran keterkainan antar-variabel dieksekusi dengan rumus regresi linear berganda berbantuan aplikasi SPSS. Uji kausalitas menetapkan viral marketing sebagai determinan yang berdampak positif dan signifikan terhadap keputusan pembelian. Stimulus ini bekerja efektif melalui penayangan konten kreatif bermuatan tren untuk menarik perhatian publik. Karakteristik searah juga ditunjukkan oleh variabel online consumer review. Kontribusinya teruji memicu eskalasi keputusan pembelian secara positif dan signifikan. Penilaian objektif pembeli terdahulu berfungsi sebagai stimulus penguat kepercayaan publik atas kualitas produk Aerostreet. Hasil regresi menetapkan live streaming sebagai determinan dengan pengaruh paling dominan. Kapasitas ini dipicu oleh efektivitas interaksi tatap muka digital, rincian spesifikasi barang, dan penawaran program promosi secara instan. Pengujian secara simultan memvalidasi bauran ketiga strategi tersebut andal dalam memicu keputusan pembelian konsumen. Pola ini mengonfirmasi tingginya ketergantungan digital Generasi Z dalam pemenuhan kebutuhan transaksi daring.
PENGARUH DAYA TARIK WISATA, AKSESIBILITAS, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN DI IBARBO PARK Sinta Aprilian; Murry Harmawan Saputra; Hubi Rahmat Andika
Jesya Vol 9 No 2 (2026): ARTICLES : RESEARCH JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2754

Abstract

Tujuan penelitian ini adalah untuk mengetahui bagaimana faktor aksesibilitas, daya tarik wisata, dan media sosial memengaruhi keputusan wisatawan untuk berkunjung ke Ibarbo Park. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 40 responden yang pernah mengunjungi Ibarbo Park. Data kemudian dianalisis menggunakan metode regresi linier berganda. Hasil penelitian menunjukkan bahwa daya tarik wisata, aksesibilitas, dan media sosial memiliki peran dalam meningkatkan keputusan masyarakat untuk berkunjung. Namun, faktor aksesibilitas merupakan faktor yang paling dominan dibandingkan faktor lainnya. Selain itu, ketiga faktor tersebut secara simultan berpengaruh signifikan terhadap keputusan wisatawan untuk mengunjungi Ibarbo Park. Dengan demikian, dapat disimpulkan bahwa Ibarbo Park berpotensi menarik lebih banyak pengunjung apabila daya tarik wisatanya terus ditingkatkan, akses menuju lokasi semakin mudah, dan pemanfaatan media sosial dilakukan secara lebih efektif.
Peran Halal Awareness dan Brand Image Terhadap Keputusan Pembelian Produk Richeese Factory dengan Minat Beli Sebagai Variabel Intervening: Studi pada Konsumen Richeese Factory di Yogyakarta Putri Alifka Muchtiara; Murry Harmawan Saputra; Hubi Rahmat Andika
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 8 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i8.12990

Abstract

This study aims to analyze the effect of halal awareness and brand image on purchase decisions through purchase intention as an intervening variable among Generation Z consumers of Richeese Factory in Yogyakarta. The research employed a quantitative approach with a survey method. Data were collected through an online questionnaire distributed to consumers who had previously purchased products from Richeese Factory in Yogyakarta. The sampling technique used was purposive sampling, resulting in 150 respondents. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.1.1.1 software. The results indicate that halal awareness has a positive and significant effect on purchase decisions and purchase intention. Brand image also has a positive and significant effect on purchase decisions and purchase intention. Furthermore, purchase intention has a positive and significant effect on purchase decisions. The mediation analysis reveals that purchase intention successfully mediates the relationship between halal awareness and purchase decisions, as well as the relationship between brand image and purchase decisions. These findings suggest that consumers' awareness of halal aspects and positive perceptions of a brand play important roles in increasing purchase intention, which subsequently encourages purchase decisions. This study contributes to the development of consumer behavior literature, particularly in the halal food industry, and provides practical implications for companies in strengthening halal awareness and brand image to improve consumers' purchase decisions.
Exploration Of Service Strategy and Operational Innovation In Service SME’s In Purworejo Regency Hubi Rahmat Andika; Ishak Ishak; Murry Harmawan Saputra; Tika Awalia
At-Tadbir : jurnal ilmiah manajemen Vol 10 No 2 (2026): At-Tadbir : jurnal ilmiah manajemen
Publisher : Islamic University of Kalimantan MAB Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31602/atd.v10i2.22427

Abstract

This study aims to analyze the integration of digital service strategies and operational innovation in service MSMEs in Purworejo Regency. The study used a descriptive qualitative approach with a multiple case study design on ten service MSMEs. Data were collected through interviews and observations, then analyzed using the Miles & Huberman interactive analysis model, which includes data condensation, data presentation, and conclusion drawing. Data processing in this study used Nvivo software version 12. The results show that customer orientation is at the core of the implementation of digital strategies and operational innovation. Digital strategies such as the use of social media, optimization of Google Maps, and paid promotions act as external triggers to expand market reach and increase customer interaction. Meanwhile, operational innovations such as pre-order systems, payment flexibility, application use, and increased work efficiency serve as internal adjustments to maintain service quality and responsiveness. This study concludes that digital strategies and operational innovation must be carried out in tandem to increase the competitiveness of service MSMEs. These findings emphasize that digital strategy transformation depends not only on the use of technology but also on the readiness of simultaneous internal process innovation
Analisis Label Halal dan Citra Merek Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen pada Pembeli Produk CEDEA Nabilla Aulia Putri; Murry Harmawan Saputra; Hubi Rahmat Andika
Score: Jurnal Lentera Manajemen Pemasaran Vol. 4 No. 01 (2026): Mei 2026
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v4i01.1364

Abstract

Studi ini dilakukan untuk menganalisis bagaimana label halal dan citra merek memengaruhi keputusan pembelian, dengan menempatkan kepercayaan konsumen sebagai variabel perantara (mediasi). Objek penelitian difokuskan pada produk makanan olahan beku merek CEDEA yang dipasarkan di Kabupaten Purworejo. Dengan menggunakan pendekatan kuantitatif dan desain survei, data dikumpulkan melalui kuesioner dari 150 responden yang dipilih melalui metode purposive sampling. Kriteria responden meliputi konsumen yang berdomisili di Kabupaten Purworejo, berusia minimal 17 tahun, dan pernah membeli produk CEDEA. Seluruh data kemudian dianalisis menggunakan teknik Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4.0. Temuan riset mengungkapkan bahwa label halal maupun citra merek memberikan dampak positif yang signifikan terhadap kepercayaan serta keputusan pembelian konsumen. Lebih lanjut, kepercayaan konsumen juga terbukti menjadi pendorong signifikan dalam memfinalisasi keputusan untuk membeli. Secara spesifik, penelitian ini menemukan bahwa kepercayaan konsumen bertindak sebagai mediator komplementer yang menghubungkan label halal dan citra merek dengan perilaku pembelian. Hasil studi ini menegaskan bahwa sertifikasi halal yang kredibel serta reputasi merek yang baik sangat efektif dalam membangun keyakinan konsumen. Tingginya tingkat keyakinan tersebut menjadi kunci yang memicu terbentuknya keputusan pembelian terhadap produk CEDEA. Sebagai implikasi manajerial, perusahaan harus konsisten dalam memelihara keabsahan label halal serta terus memperkuat citra merek sebagai langkah strategis untuk menumbuhkan kepercayaan pelanggan sekaligus meningkatkan angka penjualan.
The Influence of Product Innovation and Digital Marketing on the Competitiveness of MSMEs with Business Agility as Mediation Andiniar Salwitri; Murry Harmawan Saputra; Hubi Rahmat Andika
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 6 No. 2 (2026): SEPTEMBER
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v6i2.44645

Abstract

The competitiveness of micro, small, and medium enterprises (MSMEs) increasingly depends on their ability to innovate, utilize digital technology, and respond rapidly to dynamic market changes. This study aims to examine the effects of product innovation and digital marketing on MSME competitiveness, with business agility as a mediating variable. An explanatory quantitative approach was employed using survey data collected from 115 MSME owners or managers in Purworejo Regency who were selected through purposive sampling. Data were collected through structured questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that product innovation has a positive and significant effect on MSME competitiveness (β = 0.420; p < 0.001), whereas digital marketing has no significant direct effect (β = 0.231; p = 0.073). Product innovation (β = 0.216; p = 0.008) and digital marketing (β = 0.669; p < 0.001) positively and significantly affect business agility. Business agility also positively affects MSME competitiveness (β = 0.333; p < 0.001). Furthermore, business agility partially mediates the relationship between product innovation and competitiveness (β = 0.072; p = 0.017) and fully mediates the relationship between digital marketing and competitiveness (β = 0.223; p = 0.003). These findings confirm that digital marketing alone is insufficient to create competitive advantage. MSMEs must strengthen their adaptive capabilities, responsiveness to market information, and strategic decision-making to transform product innovation and digital marketing into sustainable competitiveness.
Social Media Marketing and Social Influence on Purchase Intention: The Mediating Effect of Fear of Missing Out Among Mie Gacoan Consumers Mayka Nur Sagita; Murry Harmawan Saputra; Hubi Rahmat Andika
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7985

Abstract

The fear of missing out (FoMO) is taken into consideration as a mediating element in this study, which examines how purchase intentions are impacted by social media marketing and social influence of Generation Z customers of Mie Gacoan. 150 participants were determined using purposive sampling from an online survey conducted as part of a quantitative technique utilizing Google Forms. Partial Least Squares Structural Equation Modeling with SmartPLS 4 software was used to analyze the dataset after constructs were evaluated using a five-point Likert scale, therby emphasizing the innovative methodological approach applied in this study The findings demonstrate that social media marketing and social influence have a significant and positive impact on both FoMO and purchase intention. Furthermore, FoMO strengthens the relationship between these two factors and purchase intention by serving as a critical mediator in consumer decision-making. By demonstrating the mediating role of FoMO, these findings reinforce the theoretical viewpoint on digital consumer behavior and offer Mie Gacoan and similar food businesses useful insights for creating more effective and long-lasting social media marketing strategies. In addition, by situating the study within the rapidly growing food industry exemplified by Mie Gacoan, the research underscores its contemporary relevance and practical significance.
Co-Authors Adinda Mustanti Aldri Frinaldi Andiniar Salwitri Annisa Oktaviana Bahtiar Maulana BUDIYANTO Budiyanto Budiyanto Citra Maharani Ivoniya Denny Bernardus Elia Ardyan Endah Pri Ariningsih Endah Pri Ariningsih Esti Margiyanti Utami Febri Damayanti Fitri Rahmawati Fitri Rahmawati Hafifah Nawang Anggraeni Hubi Rahmat Andika Intan Puspitasari Intan Puspitasari Ishak Ishak Katrin Werdi Utami Luki Adiati Pratomo M. Slamet Riyadi Maichal Maichal Mayka Nur Sagita Murhadi Nabilla Aulia Putri Putri Alifka Muchtiara Ridwan Baraba Satrio Setiana, Syuvi Sinta Aprilian Siwi Lestari Suyitno Tanesia, Cindy Yoel Tika Awalia Titin Ekowati Titin Ekowati Tri Wijiati Yuliyanti Jauharoh