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All Journal MIX : Jurnal Ilmiah Manajemen Management Analysis Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Journal of Economic, Bussines and Accounting (COSTING) EKUITAS (Jurnal Ekonomi dan Keuangan) Profit : Jurnal Kajian Ekonomi dan Perbankan Syariah Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Ners Ilomata International Journal of Management Finansha: Journal of Sharia Financial Management Bulletin of Community Engagement International Journal Management and Economic (IJME) Media Ekonomi Master: Jurnal Manajemen dan Bisnis Terapan Review of Applied Accounting Research Prosiding University Research Colloquium Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Jurnal Pendidikan Indonesia (Japendi) Paradoks : Jurnal Ilmu Ekonomi IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies Journal of Society, Community and Business Development
Herni Justiana Astuti
Universitas Muhammadiyah Purwokerto
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Social Sciences Other

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Pengaruh Content Marketing, E-WoM, dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Glad2Glow Pada Tiktok Shop Nuzula Nurusyifa Ramadani; Arini Hidayah; Herni Justiana Astuti; Purnadi
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 1 (2026): November - Januari
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i1.2199

Abstract

Penelitian ini bertujuan untuk mengetahui dampak pemasaran konten, EWOM, dan kualitas produk terhadap keputusan mahasiswa di Purwokerto untuk membeli produk perawatan kulit glad2glow melalui platform e-commerce TikTok. Penelitian ini dilatarbelakangi oleh adanya persaingan di industri kosmetik dan perawatan kulit di Indonesia yang meningkat pesat dalam tiga tahun terakhir sehingga menciptakan persaingan yang ketat. Dari permasalahan yang ada, perlunya pengembangan alat bisnis untuk memperkenalkan produk mereka kepada khalayak yang lebih luas. Dengan penggunaan strategi konten, ulasan, dan kualitas produk dapat membentuk perilaku pembelian. Penelitian ini merupakan penelitian kuantitatif, dengan populasi seluruh mahasiswa di tiga perguruan tinggi dengan jumlah mahasiswa terbesar di Purwokerto. Sampel yang digunakan yaitu 110 terdiri dari mahasiswa aktif yang sudah pernah melakukan pembelian produk glad2glow. Alat analisis yang digunakan dalam penelitian ini adalah SPSS 27 untuk menguji statistik deskriptif, validitas dan reliabilitas, asumsi klasik, regresi linier berganda, determinasi, dan kecocokan model. Hasil penelitian menunjukkan bahwa EWOM dan kualitas produk memilki dampak positif dan signifikan terhadap keputusan pembelian, sedangkan pemasaran konten memiliki dampak negatif dan signifikan terhadap keputusan pembelian produk perawatan kulit glad2glow di e-commerce TikTok Shop. Konten pemasaran yang tidak konsisten dengan klaim produk glad2glow dapat menurunkan niat pembelian. Oleh karena itu, mengelola EWOM, kualitas produk, dan konten pemasaran yang informatif, realistis, dan relevan dengan pengalaman pengguna sangat penting untuk meningkatkan keputusan pembelian di TikTok Shop.
Brand Image, Kualitas Produk dan Persepsi Harga Dalam Membentuk Keputusan Pembelian: Bukti Dari Pasar Air Minum Kemasan di Indonesia Kurnia Anggi Pratiwi; Dian Widyaningtyas; Irawan Randikaparsa; Herni Justiana Astuti; Maulida Nurul Innayah
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 1 (2026): November - Januari
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i1.2211

Abstract

Penellitian ini bertujuan untuk mengkaji pengaruh brand image, kualitas produk, dan harga terhadap keputusan konsumen dalam membeli Aqua merupakan produk Air Mineral Dalam Kemasan (AMDK). Penelitian ini menerapkan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner daring yang disebarkan kepada 200 pelanggan Aqua di Purwokerto. Responden yang dipilih merupakan pelanggan usia produktif yang telah melakukan pembelian dalam tiga bulan terakhir, dengan penentuan sampel menggunakan teknik purposive sampling. Analisis dilakukan menggunakan Partial Last Square-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS. Temuan ini mengungkapkan bahwa semua variabel brand image, kualitas produk dan harga secara positif serta signifikan mempengaruhi keputusan pembelian. Variabel harga merupakan faktor yang paling dominan dalam mempengaruhi keputusan pembelian, yang menunjukkan bahwa konsumen sangat memperhatikan kesesuaian antara harga yang dibayarkan dengan manfaat yang diperoleh. Ketiga variabel tersebut mampu menjelaskan variasi keputusan pembelian. Temuan penelitian ini menunjukkan bahwa kualitas produk, harga, dan brand image memiliki peran strategis dalam menjaga daya saing perusahaan AMDK. Secara praktis, hasil ini dapat dijadikan dasar penyusunan strategi pemasaran yang berfokus pada nilai konsumen, sementara secara teoretis memperkuat kajian pemasaran terkait faktor-faktor yang memengaruhi keputusan pembelian.
PENGARUH LIFESTYLE, BRAND IMAGE, BRAND AWARENESS DAN KUALITAS PRODUK TEHADAP KEPUTUSAN PEMBELIAN IPHONE(STUDI PADA MAHASISWA/MAHASISWI DI PURWOKERTO) Putri Nur Amira; Herni Justiana Astuti; Wida Purwidianti; Arini Hidayah
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/bn2gtp75

Abstract

This study aims to analyze the influence of Lifestyle, Brand Image, Brand Awareness, and Product Quality on iPhone purchasing decisions among college students in Purwokerto. The research was conducted using a quantitative approach with a survey method through questionnaires distributed to 108 students from three universities. Data analysis employed validity and reliability tests, multiple linear regression, F-tests, and t-tests using SPSS version 25. The results indicate that brand image and product quality have a significant effect on purchasing decisions, while lifestyle and brand awareness do not show significant effects. The regression model obtained an Adjusted R Square of 0.572, meaning that 57.2% of purchasing decisions are explained by the four variables studied. These findings suggest that rational cognitive evaluation through product quality and emotional affective responses related to brand image are dominant factors influencing iPhone purchasing decisions among students in Purwokerto.
FinTech Literacy and Entrepreneurial Intention among MSMEs: Trust as Mediator and Perceived Risk Moderator Effects Model Suryo Budi Santoso; Fatmah Bagis; Herni Justiana Astuti; Meydy Fauziridwan
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.v7i3.2153

Abstract

The increasing integration of financial technology into MSME business activities has not always been accompanied by a corresponding growth in technology-based entrepreneurial intention, suggesting that technical competence by itself is insufficient to stimulate strategic forms of entrepreneurial behavior. This study integrates FinTech literacy, trust, and perceived risk within a single behavioral framework to explain entrepreneurial intention among MSMEs. Drawing on the Theory of Planned Behavior together with insights from technology adoption studies, trust is positioned as a mediating psychological mechanism, while perceived risk is examined as a contingency factor shaping the effectiveness of trust. Employing a quantitative explanatory design, information was gathered from 210 MSME owners along with managers in the Solo Raya and Yogyakarta Special Region and subsequently examined using the Partial Least Squares approach to Structural Equation Modeling (PLS-SEM). The results show that FinTech literacy does not directly influence entrepreneurial intention; however, it exerts a significant indirect influence via trust. Furthermore, perceived risk serves as a negative moderating factor in the relationship between trust and entrepreneurial intention, weakening its influence under high-risk perceptions. This research advances the digital entrepreneurship literature by showing that FinTech literacy operates primarily through affective and risk-related mechanisms rather than as a direct driver of intention, and by empirically establishing perceived risk as a boundary condition in the trust–entrepreneurial intention relationship in the MSME context of a developing economy. Practically, the findings highlight the need for FinTech literacy initiatives and regulatory frameworks that emphasize trust-building and risk reduction to foster sustainable entrepreneurial behavior among MSMEs.
THE INFLUENCE OF SERVICE QUALITY, CUSTOMER TRUST, AND WORD OF MOUTH ON TRANS BANYUMAS USER DECISIONS Siti Rahayu; Herni Justiana Astuti; Fatmah Bagis; Restu Frida Utami
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 1 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i1.3645

Abstract

Introduction: Public transportation plays a vital role in supporting people’s mobility, particularly amid growing competition from technology-based services. Trans Banyumas is here to provide modern, comfortable, and affordable public transportation. However, there are still obstacles related to the perception of service quality, trust level, and the effectiveness of word-of-mouth that can affect user decisions. This study will examine how the influence of service quality, customer trust, and word-of-mouth communication affects people’s decisions about using Trans Banyumas.Methods: This research uses a quantitative, associative approach. The sample size was 159 respondents, selected using purposive sampling criteria, including those who had used Trans Banyumas in the last three months. Data were collected through live and online questionnaires and then analyzed using multiple linear regression in SPSS version 27.Results: The analysis findings indicate that service quality, customer trust, and word of mouth have a positive and significant impact on user decisions. The conclusion of these findings confirms that consistently improving service quality, strengthening trust, and optimizing user recommendations are effective strategies to encourage decisions to use Trans Banyumas. Keywords: Customer Trust, Service Quality, Word of Mouth, User decision
WHAT DRIVES INVESTMENT DECISIONS? EXAMINING THE ROLES OF DIGITAL FINANCIAL LITERACY, COGNITIVE ABILITY, AND RISK TOLERANCE THROUGH INTENTION TO INVEST Reza Dwi Fauzhi; Maulida Nurul Innayah; Herni Justiana Astuti; Purnadi Purnadi
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 4 (2026): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/cavq0826

Abstract

Investment decision-making has become increasingly important as participation in digital investment platforms continues to grow. This study aims to examine the influence of digital financial literacy, cognitive ability, and risk tolerance on investment decisions, with intention to invest as a mediating variable. Drawing on the Theory of Planned Behavior (TPB) and Prospect Theory, this study employed a quantitative research design using a cross-sectional survey. Data were collected from 151 respondents through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that digital financial literacy and cognitive ability have positive and significant effects on investment decisions, whereas risk tolerance has no significant effect on investment decision. Intention to invest also has a positive and significant effect on investment decisions. Similarly, intention to invest mediated the relationship between digital financial literacy and cognitive ability on investment decisions, but does not to mediate the relationship between risk tolerance and investment decisions. By integrating digital financial literacy, cognitive ability, and risk tolerance within the TPB and Prospect Theory framework, this study provides a better understanding of investment decision-making among regional investors. The findings also offer practical implications for policymakers, financial educators, and financial institutions in designing programs to improve the quality of individual investment decisions.
Co-Authors Alfato Yusnar Kharismasyah Anggita Nur Reza Anggita Widianingsih Arini Hidayah Arini Hidayah Arini Hidayah, Arini Basith Ahnaf Jaler M Bernika Nindya Siwi Bima Cinintya Pratama Cantika A'malina Annisa Davit Aditiya Pradana Devita Elsanti Dian Widyaningtyas Erna Handayani Erny Rachmawati Erny Rachmawati Fatmah Bagis Fauzi Rifqi Widoyo Hadi Pramono Hengky Widhiandono, M.Si. S.E. Hermin Endratno Ihtiar Febrian Putra Nur Akhiddianto Inayati, Nur Isna Irawan Randikaparsa Kurnia Anggi Pratiwi Maharani Retnaningrum Maulida Nurul Innayah Maulida Nurul Innayah Meydy Fauziridwan Muchammad Agung Miftahuddin Muhammad Fadhiil Maulana Naelati Tubastuvi Nandang Bekti Karnowati Nandita Rahma Nor’ain Abdullah Nuzula Nurusyifa Ramadani Panji Aryandaru Puput Tri Hantoro Purnadi Purnadi Purnadi Putri Nur Amira Randikaparsa, Irawan Resti Meilani Restu Frida Utami Reza Dwi Fauzhi Rizaldi Anggito Yudha Si Rosi Siti Rahayu Stefani Widodo Suryo Budi Santoso Suryo Luqman Hakim Suyoto Suyoto Suyoto Talita Richi Stefani Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Wida Purwidianti Wida Purwidianti Wiwin Dyah Priwanti Zulfa Suhailah