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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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Pengaruh Konten Promosi Terhadap Keputusan Pembelian Produk Fesyen Melalui AIDA di Tiktokshop Nurul Masysharoh; Sugeng Lubar Prastowo; Anna Sofia Atichasari
BALQIS : Journal of Business Innovation and Digital Marketing Vol. 1 No. 1 (2025): June 2025
Publisher : Program Studi Bisnis Digital - Fakultas Ekonomi dan Bisnis Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Perkembangan teknologi digital telah mendorong industri fesyen untuk memanfaatkan media sosial sebagai sarana pemasaran yang efektif. TikTok Shop menjadi salah satu platform e-commerce yang populer, meskipun penjualannya di Indonesia masih berada pada peringkat kedua di Asia Tenggara. Penelitian ini bertujuan untuk menganalisis pengaruh konten promosi terhadap keputusan pembelian konsumen dengan menggunakan model AIDA (Attention, Interest, Desire, Action) sebagai variabel mediasi. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan teknik analisis Structural Equation Modeling Partial Least Square (SEM-PLS) dan melibatkan 150 responden pengguna TikTok Shop. Hasil penelitian menunjukkan bahwa variabel interest memiliki pengaruh paling signifikan terhadap keputusan pembelian, sementara attention dan desire tidak memberikan pengaruh langsung. Temuan ini menegaskan bahwa strategi promosi di TikTok Shop sebaiknya difokuskan pada peningkatan minat konsumen sebagai langkah kunci untuk mendorong keputusan pembelian.   The development of digital technology has encouraged the fashion industry to utilize social media as an effective marketing tool. TikTok Shop is one of the most popular e-commerce platforms, although its sales performance in Indonesia still ranks second in Southeast Asia. This study aims to analyze the influence of promotional content on consumers’ purchasing decisions by employing the AIDA model (Attention, Interest, Desire, Action) as a mediating variable. A quantitative approach was used, with Structural Equation Modeling Partial Least Square (SEM-PLS) as the analytical method, involving 150 TikTok Shop users as respondents. The results show that the interest variable has the most significant influence on purchasing decisions, while attention and desire do not have a direct effect. These findings suggest that promotional strategies on TikTok Shop should focus on increasing consumer interest as a key factor in driving purchase decisions
The Role of Human Resource Management in Improving Teacher Performance at TK Pancaran Berkat Anggraeni, Rina; Prastowo, Sugeng Lubar
EDUCTUM: Journal Research Vol. 4 No. 6 (2025): Eductum: Journal Research
Publisher : Lembaga Riset Mutiara Akbar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56495/ejr.v4i6.1411

Abstract

This study analyzes the contribution of human resource (HRM) management to improving teacher performance at Pancaran Berkat Kindergarten and identifies factors that influence the effectiveness of HRM utilization in supporting learning quality. This study uses a qualitative descriptive approach and is designed as a case study. Data were collected through comprehensive interviews, participant observation, and documentation studies, with four teachers and the principal as key informants. The study shows that HRM tasks such as recruitment, training, performance appraisal, and incentives have been used regularly and have had a positive impact on improving teacher competence, discipline, and responsibility. Many factors influence how HRM functions in a school, including organizational culture, principal support, and teachers' own desires. These results indicate that effective HRM is not only administratively successful but also strategically successful in creating a positive work environment focused on improving the quality of early childhood education. The contribution of this study lies in its empirical understanding of how HRM practices in early childhood education institutions can serve as a model for developing strategies to continuously improve the quality of educators.
Influence of Store Atmosphere, Taste, Service Quality on Repurchase Decisions Through Satisfaction as Mediation Sugeng Lubar Prastowo; Bagus Manunggal; Ade Indra Permana
Journal of Business Innovation and Accounting Research Vol. 1 No. 1 (2024): Journal of Business Innovation and Accounting Research
Publisher : PT. BATARI EDU CALYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/wc3nws61

Abstract

This study aims to examine the effects of store ambiance, taste, and service quality on repurchase decisions, with customer satisfaction acting as a mediating variable at Haus! Store located in Dasana Indah, Tangerang City. The research employed a quantitative approach using a causal-associative design. The population consisted of customers of Haus! Store, and the sample was selected using nonprobability sampling through purposive sampling techniques. Data were collected using a structured questionnaire measured on a five-point Likert scale. Data analysis was conducted using descriptive and inferential statistical techniques, applying Structural Equation Modeling (SEM) with SmartPLS 3.0 software. The results indicate that store ambiance and taste have a significant partial effect on customer satisfaction, whereas service quality does not significantly influence satisfaction. Furthermore, store ambiance and customer satisfaction have a significant partial effect on repurchase decisions, while taste and service quality do not show a direct significant effect on repurchase decisions. Mediation analysis demonstrates that store ambiance and taste significantly influence repurchase decisions through customer satisfaction as a mediating variable.
From Transactions to Advocacy: The Role of Complaint Management and e-WOM in Shaping Referral Marketing in Indonesian E-Commerce Cut Putri Herawati; Sugeng Lubar Prastowo; Wanda Yulia Utami
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.
Service Quality and Student Referral Intentions in Higher Education: The Mediating Role of Student Satisfaction at Islam Syekh-Yusuf University Salsa Damanik; Sugeng Lubar Prastowo; Yosi Safri Yetmi
PERFECT EDUCATION FAIRY Vol. 4 No. 2 (2026): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v4i2.1236

Abstract

This study examines how five dimensions of service quality—tangibles, reliability, responsiveness, assurance, and empathy—shape student referral intentions through student satisfaction at Islam Syekh-Yusuf University, Indonesia. A sequential exploratory-to-confirmatory design was used: preliminary interviews contextualized service issues and informed the survey, followed by a cross-sectional questionnaire administered to 175 students from the 2021–2022 cohorts selected using proportional random sampling. The structural model was estimated with partial least squares structural equation modeling (PLS-SEM) in SmartPLS 3.2.9. The results show that assurance is the only SERVQUAL dimension with a statistically significant positive effect on student satisfaction (β = .386, p = .003). Student satisfaction, in turn, strongly predicts referral intention (β = .583, p < .001). Assurance also has a significant indirect effect on referral intention through satisfaction (β = .225, p = .005), whereas the other indirect effects are not significant. The model explains 51.7% of the variance in student satisfaction and 72.9% of the variance in referral intention. Internal consistency and convergent validity are acceptable; however, several heterotrait–monotrait (HTMT) ratios exceed the conventional .90 threshold, indicating that discriminant validity is not fully established for some construct pairs. The study therefore supports a focused managerial implication: competence, credibility, security, and clear communication are central to satisfaction-driven student referrals, while the non-significant dimensions should not be interpreted as unimportant without addressing measurement overlap and contextual heterogeneity.
Fintech Adoption and Customer Loyalty in Indonesian Banking: The Mediating Role of Trust in the Perceived Benefit–Risk Trade-Off Ria Erika; Sugeng Lubar Prastowo; 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 Putri Nurcahyati; Sugeng Lubar Prastowo; Anna Sofia Atichasari
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.
Co-Authors Ade Indra Permana Ade Indra Permana Afriadi, Bambang Alunis, Kalyca Shafhah Suci Andika, Sandy Anna Sofia Atichasari Annaufal, Muhamad Ardabilly Atichasari, Anna Sofia Az-Zahra, Aulia Miftah BAGUS MANUNGGAL Colega Oli, Mario Cut Putri Herawati Dea, Dea Aditia Maharani Djaenudin, Ernie Mardiany Erialdy Erialdy, Erialdy Ernie Mardiany Djaenudin Fatkar, Budiastuti Fitri Fitri Hidayat Syah Iana, Emil Isnaniah, Isnaniah Isrial, Isrial Mochammad Mirza Muhamad Nur Mulky Fauzan Nurul Masysharoh Nurul Vivi Apiyanti Permana, Ade Indra Putri Nurcahyati Ramadhani, Nurdyanti Ria Erika Rina Anggraeni, Rina Rosmeri Simorangkir, Melda Rumia Salsa Damanik Sobirov, Bobur Sutarjo Sutarjo Sutarjo Sutarjo Syahira, Aurisa Wanda Yulia Utami Yosi Safri Yetmi