Garuda - Garba Rujukan Digital

PENGARUH TREN PRODUK, STORE ATMOSPHERE, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN ULANG DENGAN KEPUASAN SEBAGAI VARIABEL MEDIASI Annaufal, Muhamad Ardabilly; Prastowo, Sugeng Lubar; Syah, Hidayat
Jurnal Bisnis dan Manajemen (JBM) JBM Vol 19 (2023): Issue 3
Publisher : Faculty of Economics and Business University of Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jbm.v19i3.1879

This study uses customer satisfaction as the mediating variable to demonstrate how product trends, store ambiance, and word of mouth affect purchasing decisions. One hundred twenty-five participants took part in the study conducted at the Uniqlo Supermall Karawaci Tangerang. Tangerang and involved 125 respondents. The method used was quantitative, with the sampling technique using non-probability sampling with the accidental sampling method. Data analysis employed descriptive statistical techniques and inferential statistics using the structural equation modeling partial least squares (SEM-PLS) analysis tool with the SMART PLS 3.0 program. Keywords: Product trends, Store atmosphere, Word of Mouth, Satisfaction

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

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

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

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

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

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

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.

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