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Ihwan Susila
Universitas Muhammadiyah Surakarta
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The Influence of Digital Marketing, Brand Awareness, and Product Quality on Purchase Decisions for Somethinc Skincare Products Galuh Malakiano; Ihwan Susila
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6120

Abstract

This study aims to analyze the influence of digital marketing, brand awareness, and product quality on purchasing decisions for Somethinc skincare products. The research participants consisted of Somethinc product users in Surakarta, with a sample size of 179 respondents. A quantitative approach was employed, and data were collected through an online survey using Google Forms. The sample size was determined based on a power analysis to ensure statistical adequacy for capturing a diverse range of opinions and behaviors. Efforts were made to mitigate potential bias introduced by the online survey method, such as ensuring a demographic variety among respondents to reflect different consumer segments. Data analysis was conducted using SmartPLS 3.0 software, with hypothesis testing performed using the Partial Least Squares (PLS) method in two stages: evaluating the outer model and assessing the inner model. The online survey was carefully designed with questions to capture detailed insights into the respondents' perceptions of digital marketing, brand awareness, and product quality. Sample questions included [insert examples], which were specifically crafted to explore these factors comprehensively. The results indicate that digital marketing, brand awareness, and product quality have a positive and significant impact on purchasing decisions for Somethinc skincare products.
Analysis of the Influence of Religious Beliefs and Solidarity on Product Boycott Behavior Nabila Salwa Amarta; Ihwan Susila
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6188

Abstract

This study analyzes the impact of religious belief and social solidarity on the boycott behavior of pro-Israel products. A quantitative descriptive approach was used with random sampling to select 101 participants who met the criteria, using a closed-ended questionnaire consisting of 30 statements focused on intrinsic and extrinsic factors influencing boycott behavior. The primary data were collected directly from the respondents. The variables in this study include two independent variables, religious belief (X1) and social solidarity (X2), and one dependent variable, boycott behavior (Y). The population of this study consisted of residents in Surakarta who were involved in the boycott movement. The analysis of data included tests for validity and reliability, classical assumptions (normality, multicollinearity, and heteroscedasticity), and both simple and multiple linear regression analysis. Hypothesis testing was conducted using t-tests, F-tests, and the coefficient of determination (R²). The results reveal that both religious belief and social solidarity significantly positively influence boycott behavior. The higher the level of religious belief and social solidarity, the greater the tendency to engage in the boycott as a form of support for Palestine. Simultaneously, these two variables explain 74.2% of the variation in boycott behavior, highlighting the importance of religious belief and social solidarity in motivating individuals to participate in social movements. The study also suggests that other factors, such as brand loyalty or media influence, which were not analyzed in this study, may affect boycott behavior and should be considered in future research.
Analysis of Social Media Marketing Activities in the Influence of the Level of Consumer Trust in MSME Enterprises in Surakarta (Case Study on Vendorpanggung.id) Achmad Baihaqi; Ihwan Susila
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.6238

Abstract

This research aims to identify social media activities carried out to increase trust and gain consumer potential. Analyze the impact of social media activities on potential consumers' trust in MSME businesses and investigate the right social media approach model to gain the trust of potential consumers. The research method used is a qualitative method. The data source in this research comes from primary data. The primary data used in this research is the result of participatory observation carried out when visiting the Vendorpanggung.id office. Data collection methods use interview and observation techniques. Data Analysis Methods include transcribing all interviews and observation notes. Presentation of data in narrative form supported by direct quotations from interviews and observations. The results of this research show that the right approach in managing social media plays a very important role in building consumer trust in prospective MSME businesses. One of the key strategies found is presenting quality content. Compelling visual content, accompanied by a narrative that connects customers to the brand, can increase appeal and create trust. This shows that the display and representation of information has a significant impact on consumer perceptions.
Digital Marketing and Consumer Experience in Building Brand Equity to Improve Consumer Repurchase Intention in Cold ’N Brew Dimas Adi Nugroho; Ihwan Susila; Rini Kuswati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.7380

Abstract

This examine aims to analyze the influence of digital marketing and consumer experience in building brand equity to increase repurchase intention at Cold'n Brew coffee shop. The research approach used is quantitative, with the study population including consumers at Cold'n Brew coffee shop, with a sample size of 211 respondents. The research employs a non-probability sampling approach, specifically utilizing purposive sampling to identify respondents deemed most relevant to the study’s objectives. Data were gathered through a structured questionnaire designed based on the Likert scale to measure participant responses with consistency and reliability. Analytical procedures were executed using Partial Least Squares (PLS) methodology via the SMARTPLS software version 3.2. The evaluation of the structural model was conducted in two distinct phases: assessment of the measurement (outer) model and the structural (inner) model. Empirical findings demonstrate that both digital marketing strategies and consumer experience exert a statistically significant and positive influence on brand equity as well as on consumers’ intention to repurchase. Moreover, brand equity itself has a significant and positive effect on repurchase intention. Notably, brand equity serves a mediating role, significantly bridging the impact of digital marketing and consumer experience on repurchase intention. This research makes a valuable contribution to the academic discourse by deepening the understanding of how digital marketing and consumer experience collectively shape brand equity and drive repurchase behavior. These findings can also be a practical reference for business actors, especially coffee shops, in designing more effective marketing strategies that are oriented towards customer loyalty.
Pengaruh Partisipasi Organisasi, Self-Efficacy, dan Aspirasi Karir Terhadap Work Readiness Gunawan, Angellina Nino; Susila, Ihwan
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 2 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i2.10160

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh partisipasi organisasi, self-efficacy, dan aspirasi karir terhadap work readiness mahasiswa menggunakan pendekatan kuantitatif dengan desain kausal-komparatif. Populasi penelitian adalah mahasiswa aktif tingkat akhir Universitas Muhammadiyah Surakarta, dengan sampel yang ditentukan melalui teknik purposive sampling terhadap mahasiswa semester lima ke atas yang memiliki pengalaman organisasi. Data primer dikumpulkan menggunakan kuesioner berskala Likert lima poin yang disusun berdasarkan indikator teoritis, kemudian diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan regresi linear berganda yang didahului oleh uji asumsi klasik, serta dilengkapi dengan uji F, uji t, dan koefisien determinasi (R²) pada tingkat signifikansi 5%, dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa self-efficacy dan aspirasi karir berpengaruh signifikan terhadap work readiness mahasiswa, sedangkan partisipasi organisasi tidak berpengaruh signifikan secara parsial; namun, ketiga variabel tersebut secara simultan berpengaruh signifikan terhadap kesiapan kerja mahasiswa.
Pengaruh Live streaming Dan Brand image Terhadap Purchase decision Produk Kosmetik Dengan Customer Trust Sebagai Variabel Mediasi Ardhana, Rizky Okta; Susila , Ihwan
Co-Value Jurnal Ekonomi Koperasi dan kewirausahaan Vol. 16 No. 6 (2025): Co-Value: Jurnal Ekonomi, Koperasi & Kewirausahaan
Publisher : Program Studi Manajemen Institut Manajemen Koperasi Indonesia Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/covalue.v16i6.5785

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming dan brand image terhadap keputusan pembelian produk kosmetik brand Skintific, dengan kepercayaan konsumen sebagai variabel mediasi. Pendekatan yang digunakan adalah kuantitatif dengan metode online survei melalui kuesioner kepada responden berjumlah 181 orang dengan rentang usia 17–28 tahun, data didapat melalui convenience sampling. Teknik analisis data menggunakan Partial Least Square–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa live streaming dan brand image berpengaruh positif terhadap kepercayaan konsumen dan keputusan pembelian. Selain itu, kepercayaan konsumen terbukti memediasi hubungan antara live streaming dan brand image terhadap keputusan pembelian. Temuan ini menegaskan pentingnya strategi pemasaran digital interaktif dan citra merek dalam membangun kepercayaan serta mendorong keputusan pembelian konsumen.
Pendampingan Pengemasan dan Pemasaran Digital Wonton Sik AE di Kota Madiun Fauzi, Irfan Miftahul; Negara, Santosa Pradana Putra Setya; Banna, Muhammad Hasan Al; Susila, Ihwan
Jurnal Ilmiah Kampus Mengajar Vol. 5, No. 2, Oktober 2025
Publisher : Asosiasi Lembaga Pendidikan Tenaga Kependidikan Perguruan Tinggi Muhammadiyah Aisyiyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56972/jikm.v5i2.234

Abstract

Sektor kuliner merupakan salah satu bidang usaha yang memiliki potensi besar dalam mendukung perekonomian lokal, termasuk usaha mikro, kecil, dan menengah (UMKM). Salah satu tantangan utama yang dihadapi UMKM kuliner adalah keterbatasan pada aspek pengemasan produk dan pemasaran digital, yang berdampak pada rendahnya daya saing dan jangkauan pasar. Usaha Wonton Sik AE di Kota Madiun merupakan UMKM kuliner berbasis akulturasi Chinese food dan Indonesian food yang menghadapi permasalahan serupa, khususnya terkait kemasan produk yang kurang menarik dan pemasaran yang masih terbatas. Kegiatan Pengabdian kepada Masyarakat ini bertujuan untuk meningkatkan kualitas pengemasan dan optimalisasi pemasaran digital Wonton Sik AE melalui kegiatan pendampingan dan pelatihan. Metode pelaksanaan dilakukan secara bertahap meliputi sosialisasi dan persiapan, penyiapan modul pelatihan, pelaksanaan pelatihan pengemasan dan pemasaran digital, serta evaluasi dan monitoring. Hasil kegiatan menunjukkan adanya peningkatan kualitas kemasan produk dengan identitas merek yang lebih jelas serta peningkatan kemampuan mitra dalam memanfaatkan media sosial sebagai sarana pemasaran. Pemanfaatan berbagai platform digital berdampak pada perluasan jangkauan pasar dan peningkatan visibilitas produk. Kegiatan ini memberikan kontribusi positif dalam memperkuat daya saing UMKM kuliner serta mendorong keberlanjutan usaha berbasis pengemasan dan pemasaran digital.
The Influence Of Social Media Usage And Key Opinion Leader (Kol) On Purchase Decisions At Fore Coffee With Purchase Intention As A Mediating Variable Abdul Mughni; Ihwan Susila
Dinasti International Journal of Education Management and Social Science Vol. 6 No. 3 (2025): Dinasti International Journal of Education Management and Social Science (Febru
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i3.3870

Abstract

This study aims to analyze the influence of social media and Key Opinion Leaders (KOL) on purchase decisions, with purchase intention as a mediating variable. The research was conducted on Fore Coffee consumers using a quantitative research method, with primary data collected through an online questionnaire. Respondents consisted of the Soloraya community who had purchased Fore Coffee in the last six months.The results show that social media and KOL significantly influence purchase intention and purchase decisions. Moreover, purchase intention is proven to be a significant mediator in the relationship between social media and KOL with purchase decisions. This study implies the importance of social media-based marketing strategies and KOL in increasing consumer purchase intention and decisions.
Analisis Pengaruh Price Discount Dan Hedonic Shopping Motivation Terhadap Impulse Buying Produk Di Matahari Department Store Dengan Positive Emotion Sebagai Variabel Mediasi Rizka Rahma Alia; Ihwan Susila
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 1 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i1.10081

Abstract

Riset ini mengkaji keterkaitan potongan harga dan motivasi belanja hedonis terhadap keputusan pembelian impulsif. Efek ini dimodelkan melalui emosi positif sebagai variabel perantara. Data dikoleksi dari kuesioner online yang diisi oleh 170 responden melalui purposive sampling. Analisis data dilakukan menggunakan PLS SEM. Pengujian hipotesis menggunakan bootstrapping untuk melihat nilai path coefficient, t-statistic, dan p-value. Studi ini menemukan bahwa potongan harga dan motivasi belanja hedonis secara signifikan berpengaruh positif terhadap emosi positif dan keputusan pembelian impulsif. Hasil penelitian juga menunjukkan bahwa emosi positif berpengaruh secara signifikan terhadap keputusan pembelian impulsif. Koefisien determinasi R² menunjukkan variabel potongan harga dan motivasi belanja hedonis mampu memprediksi 50,7% dari varian variabel emosi positif dan 64,8% dari varian variabel keputusan pembelian impulsif. Temuan penelitian ini mendukung kerangka Stimulus-Organism-Response teori dengan stimulus berupa potongan harga dan motivasi belanja hedonis yang mempengaruhi organism berupa emosi positif, yang pada akhirnya menghasilkan response keputusan pembelian impulsif. Penelitian ini memberikan kontribusi bagi pengembangan teori perilaku konsumen dan dasar bagi manajemen untuk mengembangkan strategi pemasaran.
Analisis Pengaruh Live Streaming Dan Customer Review Terhadap Purchase Intention Produk Skincare Pada E-Commerce Tiktok: Peran Kepercayaan Sebagai Variabel Mediasi Nuriza Alivia Ardika; Ihwan Susila
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i1.10084

Abstract

Penelitian ini menguji bagaimana live streaming dan customer review mempengaruhi purchase intention produk skincare di TikTok Shop, dengan kepercayaan sebagai mediator potensial. Meskipun TikTok Shop mengalami pertumbuhan fenomenal di Indonesia (80% dari penjualan US$1,7 miliar berasal dari live streaming, dengan kategori Beauty & Personal Care mendominasi 23% transaksi), mekanisme psikologis yang mendorong keputusan pembelian dalam social commerce berbasis hiburan ini masih belum dipahami dengan baik. Menggunakan purposive sampling, kami mensurvei 101 konsumen skincare di Surakarta yang memiliki pengalaman dengan live streaming dan review TikTok Shop. Regresi linear berganda dan uji Sobel digunakan untuk menguji hubungan yang dihipotesiskan. Hasil menunjukkan bahwa live streaming dan customer review berpengaruh positif signifikan terhadap purchase intention. Keduanya juga signifikan membangun kepercayaan konsumen yang selanjutnya mempengaruhi purchase intention. Namun, bertentangan dengan ekspektasi, kepercayaan tidak memediasi hubungan antara live streaming maupun customer review dengan purchase intention. Studi ini berkontribusi pada literatur social commerce dengan mengungkapkan bahwa untuk produk low-medium involvement dengan buyer protection kuat, efek langsung (emotional arousal, social influence, visual evidence) lebih dominan dibanding evaluasi kepercayaan kognitif.
Co-Authors AA Sudharmawan, AA Abdul Mughni Abdul Mughni Abdullah, Yusuf Ahmad Achmad Baihaqi Aflit Nuryulia Praswati Ahmad Rafi Adnanta Aini Dwi Mutikasari Aji, Kilau Mustika Bayu Al Hilal Faros Agusta. D Alya Fathur Romadhon Andi Suhendi Andy Dwi Bayu Bawono Angellina Nino Gunawan Anggorowati, Luki Sri Anisa, Arum Anton A. Setyawan Anton Agus Setyawan Ardhana, Rizky Okta Arumugam G. Sithamparam Bambang Setiaji Berliana Anidayati Burhan Efendi Daffa Gilang Rakasiwi Dea Ananda Desia Irma Narulita Dian Ardifah Iswari Dimas Adi Nugroho Dyah Ayu Luthfiani Edy Purwo Saputro Egris Pradiama Saputra Elfa Fitria Anabila Em Sutrisna Fadlillah, Muh Arief Fahendri, Fitriyana Putri Fahrurrazi, Ridho Ahbib Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Fatma Nur Azizah Fauzi Rahman Febricha Sang Dwi Anggha Filzah, Razita Sabrina Fuad Qomaruddin Akbar Fuad Syarifudin Galuh Malakiano Gunawan, Angellina Nino Henri D. Wahyudi Heppy Purbasari Herlian Bhara Yanottama Hidayatulloh, Fahmi Imfrianti Augtiah Imronudin Imronudin Irfan Miftahul Fauzi Jati Wakito Kesdu, Nanda Karisma Hadi Kilau Mustika Bayu Aji Kussudyarsana Kuswaji Dwi Priyono Latifah Rasidina Ayuning Saswianto Lenny Puspita Dewi Luki Sri Anggorowati Luki Sri Anggorowati M. Farid Wajdi Mahardhika Pamula Marisa Hargiana Ningrum Moechammad Nasir Muh Arief Fadlillah Muhammad Agung Adi Nugroho Muhammad Hasan Al Banna Muhammad Hilmi Firnanda Muhtadi Muhtadi Muhtadi Mutikasari, Aini Dwi Muzakar Isa Nabila Salwa Amarta Nada Evada Nadya Ayu Apritama Nailul Fadhilah Naufal Rafif Rabbani Niken Wulandari Novi Febrianti Nugraha, Maulana Yusuf Nugroho, SP Nurcahya, Wilma Arum Nuriza Alivia Ardika Pandu Wicaksono Pandu Wicaksono Prakasita Putri Manindya Pramudya Wardhani Pratiwi, Mita Adi Putri, Angelia Sukma Ningrum Afrida Yono Putri, Sherly Oktaviana Rakasiwi, Daffa Gilang Rasyid Hidayat Ramadhan Rezki Rahmad Surgawan Rhavida Anniza Andyani Rini Kuswati Riza Pahlevi Riza Pahlevi, Riza Riza Salma Syari Rizka Rahma Alia Rizky Adi Patria Rizky Aditya Rizky Togelang Roni Zakaria Raung Rusdin Rauf Santosa Pradana Putra Setya Negara Saputra, Egris Pradiama Septiana Lisa Arumsari Sherly Oktaviana Putri Sherly Oktaviana Putri Shofiyyah K. Nisa Sidiq Permono Nugroho Silvia Choirun Nissa Sirda Sirda Sirda, Sirda Soepatini SP Nugroho Syamsudin Syamsudin syifa, Fadya Al yasha Utama, Siswono Yoga Waaritsa, Abid Khoiril Wahyudi Sutopo Wardhani, Pramudya Wisba Munawir Yusuf Wiyadi Wiyadi Wiyadi Wiyadi Wiyadi Wulandari, Reyza YAN ADITYA PRADANA Yusuf Ahmad Abdullah Zahra Febrianti Zima Khalifatul Aulia