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All Journal Jurnal Riset Pendidikan Ekonomi Journal of Economic, Bussines and Accounting (COSTING) JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) J-MAS (Jurnal Manajemen dan Sains) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JASF (Journal of Accounting and Strategic Finance) Jurnal Ilmiah Edunomika (JIE) Dialektika: Jurnal Ekonomi dan Ilmu Sosial Revitalisasi : Jurnal Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) JURNAL SeMaRaK Jurnal E-Bis: Ekonomi Bisnis BUDGETING : Journal of Business, Management and Accounting Journal of Management and Bussines (JOMB) Jurnal Disrupsi Bisnis Jurnal Ekonomi, Manajemen dan Perbankan (Journal of Economics, Management and Banking) Forum Bisnis dan Kewirausahaan Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) KARYA: Jurnal Pengabdian Kepada Masyarakat Golden Ratio of Marketing and Applied Psychology of Business Golden Ratio of Mapping Idea and Literature Format East Asian Journal of Multidisciplinary Research (EAJMR) Management Science Research Journal Jurnal Pengabdian Masyarakat Nusantara Sewagati: Jurnal Pengabdian Masyarakat Indonesia International Journal of Economics (IJEC) PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Jurnal Abdimas Indonesia IDEI: JURNAL EKONOMI & BISNIS
Sugeng Purwanto
Fakultas Ekonomi Dan Bisnis, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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PENGARUH PERCEIVED PRICE, NEGATIVE ELECTRONIC WORD OF MOUTH (NE-WOM), DAN VARIETY SEEKING TERHADAP BRAND SWITCHING DARI BRAND AFTERLIFE PADA GENERASI Z DI KOTA SURABAYA Anggy Kinaya Putri; Sugeng Purwanto
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: 10.31539/50y60e55

Abstract

Riset berikut dilakukan dengan tujuan untuk menelaah bagaimana Perceived Price, Negative Electronic Word of Mouth, dan Variety Seeking dapat memengaruhi Brand Switching dari Brand Afterlife Pada Generasi Z Di Kota Surabaya. Sebanyak 70 responden dipilih sebagai sampel penelitian menggunakan teknik purposive sampling. Responden yang dilibatkan di sampel merupakan Generasi Z berusia 18–28 tahun di Surabaya yang telah beralih dari produk wadah penyimpanan merek brand afterlife ke merek lain, serta aktif di media sosial X (Twitter) dan TikTok. Data kemudian dianalisis menggunakan metode Partial Least Square (PLS) dengan serangkaian uji validitas, reliabilitas, dan pengujian hipotesis. Hasil penelitian memperlihatkan adanya pengaruh positif dan signifikan dari ketiga variabel yaitu Perceived Price, Negative Electronic Word of Mouth, dan Variety Seeking terhadap Brand Switching.
Pengaruh Influencer Review dan Bandwagon Effect terhadap Minat Beli Produk Pashmina Tencel pada Platform Tiktok Aura Alfnavisa Az-Zahra; Sugeng Purwanto
Jurnal Riset Pendidikan Ekonomi Vol. 11 No. 1 (2026): APRIL
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v11i1.12833

Abstract

The rise of digital marketing has transformed consumer consumption patterns, where purchasing decisions are no longer solely based on price and product quality, but are also influenced by review content and the growing presence of paid buzzers that can shape consumer perceptions and purchase intentions. This study aims to examine the influence of influencer reviews and the bandwagon effect on the purchase intention of pashmina tencel products on TikTok. This research adopts a quantitative approach using a survey method, with data collected through online questionnaires distributed to 110 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The findings indicate that influencer reviews have a positive and significant contribution to consumer purchase intention. Similarly, the bandwagon effect also demonstrates a positive and significant influence on purchase intention. The credibility of influencers plays a crucial role in building trust and shaping positive consumer attitudes, while the bandwagon effect reflects social influence that encourages consumers to follow popular trends, which in turn enhances their intention to purchase.
The Influence Fashion Involvement, Price Perception, and Perceived Scarcity To Impulse Buying of Uniqlo Collaboration Products among University Students in Surabaya Syeril Tiffany Prasetyo; Sugeng Purwanto
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i2.2277

Abstract

The rapid growth of the fashion industry has contributed to an increase in impulsive buying behavior, particularly for collaborative products that offer exclusivity and uniqueness. This study aims to analyze the influence of fashion involvement, price perception, and perceived scarcity on impulse buying of Uniqlo collaborative products among university students in Surabaya. A quantitative approach was employed using a survey method through questionnaires distributed to students who had purchased Uniqlo collaborative products. The data were analyzed using Partial Least Square (PLS). The results indicate that price perception and perceived scarcity have a positive and significant effect on impulse buying, while fashion involvement does not significantly affect impulse buying. The R-Square value of 0.586 demonstrates that the proposed model explains 58.6% of the variance in impulse buying behavior. These findings suggest that external factors, particularly consumers’ perceptions of price and product scarcity, play a more dominant role in stimulating impulsive purchases than individual involvement in fashion. Theoretically, this study enriches consumer behavior literature by providing empirical evidence on the applicability of the Stimulus–Organism–Response (S-O-R) framework in explaining impulse buying behavior within the context of fashion collaboration products. Practically, the findings offer valuable insights for fashion retailers, especially Uniqlo, in designing effective marketing strategies through competitive pricing and scarcity-based promotions to encourage consumer purchase intentions while understanding the purchasing behavior of young consumers.
Co-Authors Aisa Fadhilatul Istiqomah Akhmad Farhan Nordianto Aldinda Fanya Kanza Utama Anggy Kinaya Putri Aura Alfnavisa Az-Zahra Aurelia Salsabila Bryan Johar Ilham Alam Bunga Indah Cahyani Daisy Marthina Rosyanti Dhani Ichsanuddin Nur Dhea Nofa Lestiyani Diandra Dwi Navita Dini Nur Sofya Dyah Ayu Sekar Dinny Eka Putri Rahmawati Gancar Candra Premananto Gilang Izdihar Hikmah Saptya Ningrum Hilman Syahmi Taris Hiras Hutapea Irfan Iman Akbar Saputra Isnatul Agil Kinanti Izaak, Wilma Cordelia Kinasih Asta Karunia Lucyana Mirah Dyas Ludy Roosandianto M. Sabilal Ali Efendi Moh Romli Muhammad Harun Alrasyid Muhammad Tapus Revaldo Nadhiya Hana Aushafina Natasye Wulan Meilina Novi Rahma Wati Nur Habibah Dwi Astuti Reynaldi Rizal Giovani Reza Dwi Firmansyah Rezhota Gemirangga Rias Wiranda Putri Kusnul Aprilia Risma Amalia Sari Sri Hartini Syeril Tiffany Prasetyo Terry Terentya Theresa Arum Viadollorosa Wildan Jamil Wiwik Handayani Yunita Rosiana