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All Journal Jurnal Manajemen Pendidikan Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Dinamisia: Jurnal Pengabdian Kepada Masyarakat Pelita : Jurnal Penelitian dan Karya Ilmiah EKONOMI BISNIS Perspektif : Jurnal Ilmu Administrasi International Journal of Business, Law, and Education Jurnal Bisnis dan Manajemen (JBM) EDUCTUM: Journal Research International Education Trend Issues PERFECT EDUCATION FAIRY BALQIS: Journal of Business Innovation and Digital Marketing Open Access DRIVERset BALQIS: Journal of Business Innovation and Digital Marketing
Sugeng Lubar Prastowo
Universitas Islam Syekh Yusuf Tangerang
Religion Humanities Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : perfect education fairy

 1 
The Influence of e-Promotion, Trust, Convenience, and e-WOM on Purchase Decision with Consumer Behavior as a Mediator Prastowo, Sugeng Lubar; Nur, Muhammad
PERFECT EDUCATION FAIRY Vol. 1 No. 2 (2023): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v1i2.307

Abstract

This research examines the influence of e-Promotion, consumer trust, convenience, and e-WOM on the purchase decisions of Shopee consumers, with consumer behavior as a mediating variable. The research methodology employed a quantitative approach, utilizing non-probability purposive sampling with a sample size of 494 respondents. Data analysis was conducted using descriptive and inferential statistics, employing the Smart PLS 3.0 software. The research findings demonstrate that trust, convenience, and e-WOM have a significant direct impact on consumer behavior, whereas e-Promotion does not directly affect consumer behavior. The variables e-Promotion, trust, convenience, and Shopee consumer behavior have a direct and significant influence on purchase decisions, while e-WOM does not directly affect the purchase decisions of Shopee customers. Trust, convenience, and e-WOM have a significant indirect impact on purchase decisions with consumer behavior as a mediating variable, whereas e-Promotion does not have an indirect impact on purchase decisions with consumer behavior as a mediating variable.
Fintech Adoption and Customer Loyalty in Indonesian Banking: The Mediating Role of Trust in the Perceived Benefit–Risk Trade-Off Erika, Ria; Prastowo, Sugeng Lubar; Sutarjo, Sutarjo
PERFECT EDUCATION FAIRY Vol. 3 No. 3 (2025): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v3i3.1219

Abstract

Financial technology (fintech) is reshaping banking by offering efficiency and accessibility, yet customer loyalty depends on balancing perceived benefits and risks. This study examines how fintech adoption influences loyalty through the mediating role of trust, with perceived benefit and perceived risk as antecedents. A quantitative survey of 150 Bank Rakyat Indonesia (BRI) customers in Tangerang was analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Results show that fintech adoption significantly increases perceived benefits, which positively affect trust, while perceived risk exerts a negative but insignificant influence. Trust does not directly predict loyalty but partially mediates the benefit–loyalty relationship. These findings highlight the benefit–risk trade-off in fintech adoption and underscore the importance of enhancing trust to sustain customer loyalty. The study contributes to fintech adoption theory and provides practical guidance for banks to improve customer experience while mitigating risks.
Marketing Mix and Service Choice in Photography MSMEs: The Mediating Role of Branding and the Moderating Role of Price Nurcahyati, Putri; Prastowo, Sugeng Lubar; Atichasari, Anna Sofia
PERFECT EDUCATION FAIRY Vol. 3 No. 4 (2025): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v3i4.1243

Abstract

This study examines how elements of the marketing mix influence consumer decisions in photography services, with particular attention to the mediating role of branding and the moderating role of price. A quantitative cross-sectional survey was conducted with 230 users of Fannani Photo services, selected through purposive sampling. Data were collected using a structured Likert-scale questionnaire and analyzed with structural equation modeling to assess direct, mediating, and moderating effects. The findings reveal that product quality, branding, and price significantly shape service decisions, while visual promotion and service quality do not exert direct effects but influence branding, which in turn mediates the relationship between product quality and consumer choice. Moreover, price strengthens the effects of product quality and visual promotion, though not service quality, on decision-making. The study contributes theoretically by integrating branding and price into the marketing mix framework, providing clarity to inconsistent findings in prior research, and offers practical insights for creative MSMEs to enhance product quality, build consistent branding strategies, and leverage price as a competitive advantage in the digital marketplace.
From Transactions to Advocacy: The Role of Complaint Management and e-WOM in Shaping Referral Marketing in Indonesian E-Commerce Herawati, Cut Putri; Prastowo, Sugeng Lubar; Utami, Wanda Yulia
PERFECT EDUCATION FAIRY Vol. 4 No. 1 (2026): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v4i1.1242

Abstract

This study investigates the influence of customer value proposition (CVP), electronic word of mouth (e-WOM), and complaint management on purchase decisions in the Indonesian e-commerce sector, with referral marketing as a mediator and purchase satisfaction as a moderator. Using a quantitative cross-sectional survey, data were collected from 192 Tokopedia users via purposive sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the research framework. The findings reveal that CVP, e-WOM, and complaint management significantly shape purchase decisions, while only e-WOM and complaint management exert direct effects on referral marketing. Conversely, purchase decisions and satisfaction do not significantly predict referral behaviors, underscoring that transactional outcomes alone are insufficient drivers of advocacy. These results advance consumer behavior theory by refining Expectation-Confirmation Theory and the Theory of Planned Behavior, highlighting the primacy of relational and experiential mechanisms such as complaint recovery and peer influence over transactional satisfaction. Practically, the study provides strategic guidance for e-commerce platforms in emerging markets, emphasizing the need to strengthen complaint management systems and leverage positive e-WOM to foster sustainable customer advocacy.
Co-Authors Ade Indra Permana Ade Indra Permana Afriadi, Bambang Alunis, Kalyca Shafhah Suci Andika, Sandy Annaufal, Muhamad Ardabilly Atichasari, Anna Sofia Az-Zahra, Aulia Miftah BAGUS MANUNGGAL Colega Oli, Mario Dea, Dea Aditia Maharani Djaenudin, Ernie Mardiany Erialdy Erialdy, Erialdy Erika, Ria Ernie Mardiany Djaenudin Fatkar, Budiastuti Fitri Fitri Herawati, Cut Putri Hidayat Syah Iana, Emil Isnaniah, Isnaniah Isrial, Isrial Mochammad Mirza Muhamad Nur Muhammad Nur Mulky Fauzan Nurcahyati, Putri Nurul Masysharoh Nurul Vivi Apiyanti Permana, Ade Indra Ramadhani, Nurdyanti Rina Anggraeni, Rina Rosmeri Simorangkir, Melda Rumia Sobirov, Bobur Sutarjo Sutarjo Syahira, Aurisa Utami, Wanda Yulia