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Roby Setiadi
Universitas Muhadi Setiabudi
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Pengaruh Kredibilitas Afiliasi, Viralitas Konten, dan Kualitas Informasi Terhadap Perilaku Pembelian Impulsif Melalui Kepercayaan Konsumen pada Produk Skincare Skintific (Studi pada Generasi Z Pengguna Tiktok Shop di Kabupaten Brebes) Nabilah Nike Indriyan; Roby Setiadi; Syarieful Ikhwan; Andi Yulianto; Nur Khojin
Journal of Education Technology Information Social Sciences and Health Vol. 5 No. 2 (2026): September 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jetish.v5i2.8748

Abstract

Studi ini bertujuan untuk menentukan bagaimana kepercayaan afiliasi, viralitas konten, dan kualitas informasi memengaruhi perilaku pembelian impulsif di kalangan pengguna Generasi Z dari produk perawatan kulit TikTok Shop Skintific melalui kepercayaan pelanggan. Survei ini diselesaikan oleh 315 partisipan, dan metodologi studi ini bersifat kuantitatif. Responden dipilih memakai teknik pengambilan sampel bertujuan. IBM SPSS AMOS 23 dipakai untuk menganalisis data memakai Structural Equation Modeling (SEM), yang bermanfaat untuk melihat hubungan langsung dan tidak langsung antar variabel. Temuan memperlihatkan bahwasanya model penelitian memenuhi kriteria (CMIN/DF = 1,094; RMSEA = 0,017; CFI = 0,994; TLI = 0,993). Temuan memperlihatkan bahwasanya meskipun viralitas konten tidak mempunyai dampak yang jelas pada kepercayaan pelanggan, reputasi afiliasi dan kualitas informasi mempunyai dampak yang menguntungkan dan subtanisal. Lebih lanjut, perilaku pembelian impulsif didampaki secara positif dan subtanisal oleh kualitas informasi dan tingkat kepercayaan pelanggan; namun, kredibilitas afiliasi dan konten viral tidak secara langsung memengaruhi perilaku tersebut. Selain itu, meskipun viralitas konten mungkin tidak bertindak sebagai mediator antara perilaku pembelian impulsif dan kredibilitas afiliasi serta kualitas informasi, kepercayaan pelanggan berperan penting. Studi ini menemukan bahwasanya di antara pengguna Generasi Z di TikTok yang berbelanja produk perawatan kulit Skintific, kepercayaan pelanggan adalah mekanisme penting yang menghubungkan kredibilitas afiliasi dan kualitas informasi dengan perilaku pembelian impulsif..
Peningkatan Keputusan Pembelian Melalui Peran Kualitas Produk (Studi Empiris Ceker Ndower Brebes Jawa Tengah Indonesia) Asriyatun Abadiyah; Roby Setiadi; Gian Fitralisma; Tri Linda Antika
Jurnal Kewarganegaraan Vol 6 No 2 (2022): Desember 2022
Publisher : UNIVERSITAS PGRI YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jk.v6i2.3997

Abstract

AbstrakTujuan dalam penelitian ini untuk menguji dan menganalis apakah peran kualitas produk yang dirasakan konsumen Ceker Ndower Brebes berpengaruh pada peningkatan keputusan pembelian di Ceker Ndower Brebes. Penelitian ini dilakukan di Ceker Ndower Brebes menggunakan metode kuantitatif dengan membagikan kuesioner kepada konsumen melalui link google form dan butiran pertanyaan di kertas kuesioner. Dengan 100 responden melalui kuesioner, yang terdiri dari 8 butir pertanyaan tertutup dan 8 pertanyaan terbuka. Kemudian data dikumpulkan dan diproses menggunakan SPSS versi 22 dengan teknik analisis menggunakan uji instrument yaitu uji validitas dan reliabilitas, uji analisis regresi sederhana, uji asumsi klasik yaitu uji normalitas, uji hipotesis yaitu uji parsial (t) dan uji koefisien determinasi (R2) untuk melihat pengaruh dari setiap variabel. Penelitian ini memiliki hasil secara parsial menunjukan variabel kualitas produk i berpengaruh positif dan signifikan secara parsial antara kualitas produk terhadap keputusan pembelian di Ceker Ndower Brebes dan kekuatan hubungan antara variabel kualitas produk (X) terhadap keputusan pembelian (Y) senilai 35,3% selebihnya senilai 64,7% dipengaruhi oleh faktor lain.Kata Kunci: Kualitas Produk, Keputusan Pembelian AbstractThe purpose of this study is to examine and analyze whether the role of product quality perceived by Ceker Ndower Brebes consumers has an effect on increasing purchasing decisions at Ceker Ndower Brebes. This research was conducted in Ceker Ndower Brebes using a quantitative method by distributing questionnaires to consumers via the google form link and the details of the questions on the questionnaire paper. With 100 respondents through a questionnaire, which consists of 8 closed questions and 8 open questions. Then the data were collected and processed using SPSS version 22 with analytical techniques using instrument tests, namely validity and reliability tests, simple regression analysis tests, classical assumption tests, namely normality tests, hypothesis tests, namely partial tests (t) and coefficient of determination test (R2) to see the effect of each variable. This study partially shows that product quality variable i has a positive and partially significant effect between product quality on purchasing decisions at Ceker Ndower Brebes and the strength of the relationship between product quality variables (X) on purchasing decisions (Y) worth 35.3%, the rest is worth 35.3%. 64.7% is influenced by other factors.Keywords: Product Quality, Purchase Decision
Pengaruh Harga dan Daya Tarik Wisata Terhadap Minat Berkunjung Wisata Mangrove Pandasari Fatikhatun Faoziyah; Roby Setiadi; Hendri Sucipto
Jurnal Kewarganegaraan Vol 6 No 2 (2022): Desember 2022
Publisher : UNIVERSITAS PGRI YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/jk.v6i2.4024

Abstract

AbstrakPenelitian ini bertujuan untuk menguji dan menganalisis sejauh mana pengaruh harga dan daya tarik wisata di objek wisata mangrove pandansari kabupaten Brebes. Jenis penelitian ini kuantitatif. Sampel penelitian ini diambil sebanyak 100 responden. Metode menggunakan SPSS 22. Hasil penelitian ini menampilkan hasil uji t yang menyatakan bahwa variabel, harga berpengaruh positif dan signifikan terhadap minat berkunjung. Dengan nilai t-hitung harga sebesar 3,065> t-tabel 0,1660 dengan nilai signifikan 0,003<0,05 Dan daya tarik wisata berpengaruh positif dan signifikan terhadap minat berkunjung. Dengan t-hitung daya tarik wisata sebesar 5,196 > t-tabel0,1660 dengan nilai signifikan 0,000<0,05.Kata Kunci: harga, daya tarik wisata, minat berkunjung AbstractThis study aims to examine and analyze the influence of price and tourist attraction in the Pandansari Mangrove tourism object, Brebes Regency. This type of research is quantitative . The sample of this research was taken as many as 100 respondents. The method uses SPSS 22. The results of this study show test results which state that the variable, price has a positive and significant effect on visiting interest. With a value of t - calculate the price of 3.065> t - table 0.1660 with a significant value of 0.003 <0.05 And tourist attraction has a positive and significant effect on visiting interest. With t - calculate the tourist attraction of 5.196 > t - table0.1660 with a significant value of 0.000 <0.05.Keywords: price, tourist attraction, interest in visiting
Pengaruh Content Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian Melalui Customer Engagement Sebagai Variabel Intervening (Studi Kasus Customer Lentera Coffe & Space) Laeli Kirana Putri; Roby Setiadi; Andi Yulianto; Syariefful Ikhwan; Gian Fitralisma
Journal of Law, Education and Business Vol. 4 No. 2 (2026): Oktober 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jleb.v4i2.8814

Abstract

Ketatnya persaingan dalam industri kedai kopi menimbulkan tantangan bagi Lentera Coffee & Space dalam mempertahankan volume penjualan dan menarik minat beli konsumen di tengah fluktuasi loyalitas pelanggan. Oleh karena itu, penelitian ini dilakukan untuk mengevaluasi efektivitas pemasaran digital dan pelayanan fisik yang krusial dalam memenangkan persaingan pasar kedai kopi saat ini. Tujuan dari riset ini adalah untuk mengetahui bagaimana content marketing dan kualitas pelayanan memengaruhi keputusan pembelian konsumen Lentera Coffee & Space, yang dimediasi oleh variabel customer engagement. Penelitian kuantitatif ini melibatkan 224 sampel responden yang diambil secara purposive sampling melalui pengisian survei. Untuk analisis datanya, peneliti menerapkan Structural Equation Modeling (SEM) dengan menggunakan program AMOS. Temuan dari penelitian ini mengindikasikan adanya pengaruh yang positif dan signifikan dari content marketing serta kualitas pelayanan terhadap keputusan pembelian dan customer engagement. Lebih lanjut, variabel customer engagement tidak hanya berdampak positif dan signifikan secara langsung terhadap keputusan pembelian, tetapi juga terbukti mampu bertindak sebagai mediator dalam hubungan antara content marketing serta kualitas pelayanan dengan keputusan pembelian. Kesimpulannya, peningkatan kualitas konten pemasaran digital yang informatif dan pelayanan yang responsif terbukti efektif memperkuat keterlibatan pelanggan guna mendorong keputusan pembelian. Untuk penelitian di masa mendatang, disarankan adanya penambahan variabel-variabel relevan lainnya, seperti citra merek (brand image) maupun loyalitas pelanggan. Selain itu, perluasan ukuran dan ruang lingkup sampel pada bidang industri yang serupa juga sangat direkomendasikan agar temuan riset ini dapat digeneralisasi secara lebih luas.
Pengaruh Digital Marketing pada Peningkatan Brand Awarness dan Brand Image terhadap Pengambilan Keputusan Pembelian di Lavala Store Brebes : Studi pada Konsumen Generasi Z Dewi Indah Astuti; Syariefful Ikhwan; Andi Yulianto; Azizah Indriyani; Roby Setiadi
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.7887

Abstract

Tight competition in the fashion industry has encouraged Lavala Store Brebes to adopt a more effective digital marketing strategy, particularly to attract attention and influence purchasing decisions of Generation Z consumers. Although Lavala Store's exposure level on social media is relatively high, initial findings indicate that most consumers consider the content presented to be less interesting, less interactive, and not fully relevant to their preferences. This study aims to analyze the influence of digital marketing on brand awareness, brand image, and purchasing decisions of Generation Z consumers at Lavala Store. The study used a quantitative method with a survey approach to 200 respondents aged 18–27 who had made purchases at Lavala Store. The sampling technique used purposive sampling, and data analysis was carried out using AMOS-based Structural Equation Modeling (SEM). The results showed that digital marketing has a significant positive influence on brand awareness (C.R. = 11.046; p < 0.001) and brand image (C.R. = 8.926; p < 0.001). This indicates that the implemented digital marketing strategy is able to increase brand awareness and brand image in the minds of Generation Z consumers. However, the test results also show that digital marketing does not have a significant effect on purchasing decisions, either directly or through brand awareness and brand image. These findings lead to the conclusion that Generation Z purchasing decisions at Lavala Store are more influenced by other factors such as product quality, competitive pricing, a pleasant shopping experience, and recommendations from close friends or influencers. The implications of this study emphasize the need for Lavala Store to design a more creative, relevant, and interaction-based digital marketing strategy, and integrate it with improving product quality and customer experience. This integrated approach is expected to increase purchase conversions among Generation Z in a sustainable manner.
Pengaruh Customer Experience terhadap Kepuasan dan Loyalitas Konsumen Sepeda Motor Honda di Kecamatan Ketanggungan dengan Kemudahan Pembayaran sebagai Variabel Intervening Sustri Nur Aeni; Andi Yulianto; Dwi Harini; Akbar NP Darma Wahana; Roby Setiadi
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 3 (2025): November: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i3.7894

Abstract

Market competition in the automotive industry, especially the motorcycle segment, is getting tighter as many brands offer product excellence and diverse after-sales services. Honda, as one of the brands that dominates the two-wheeled vehicle market in Indonesia, including in Ketanggungan District, Brebes Regency, continues to strive to improve the quality of customer experience as a strategy to maintain customer satisfaction and loyalty. One factor that is considered important in supporting customer experience is ease of payment, which allows the purchase process and installment payments to be more practical and efficient. This study aims to investigate the effect of customer experience on the satisfaction and loyalty of Honda motorcycle consumers in Ketanggungan District, with ease of payment as an intervening variable. This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 365 respondents who are owners or users of Honda motorcycles in the Ketanggungan District area. Data analysis was carried out using Structural Equation Modeling Partial Least Squares (SEM-PLS) with the help of SmartPLS software. The results show that customer experience has a positive and significant influence on customer satisfaction. Furthermore, payment convenience has been shown to significantly influence customer satisfaction, both directly and as a mediating variable. Mediation tests confirm that payment convenience serves as a significant mediator, strengthening the relationship between customer experience and customer satisfaction. These findings offer practical implications for Honda motorcycle dealership management to continuously improve the quality of customer interactions, provide flexible payment options, and ensure satisfactory after-sales service. This will ensure customer satisfaction and enhance brand loyalty amidst increasingly competitive markets.
Co-Authors Adjizah Adjizah Afifah Afifah Ahmad Farizal Akbar NP Darma Wahana Andi Yulianto Annissa Atussholiha Annissa Atussholiha Asriyatun Abadiyah Asriyatun Abadiyah Devi Ade Yulian Dewi Indah Astuti Dwi Harini Dwi Yoga Fatikhatun Faoziyah Findhy Dwita Kumala Gian Fitralisma Harliana Harliana Hendri Sucipto Hendri Sucipto Herniah Herniah Ikhwan, Syariefful Indriyani, Azizah Khalid Iskandar Laeli Kirana Putri M. Ajis Susilo M. Viter Alamsyah Mohamad Basuni Mohammad Badrun Zaman Muhammad Syaifulloh Mukson Mukson Mukson Murdiono Nabilah Nike Indriyan Nasiruddin, Nasiruddin Nur Khojin Nurulliyanah Nurulliyanah Otong Saeful Bachri R.M.Herdian Bhakti Roni Roni Slamet Bambang Riyono Sri Undartik Sustri Nur Aeni Syarieful Ikhwan Syariefull Ikhwan Trilinda Antika Umamatul Khoeriyah