Garuda - Garba Rujukan Digital

Pengaruh Content Marketing dan Shopping Lifestyle terhadap Impulse Buying pada E-Commerce Lazada Nathania Grace Edwin; Zumrotul Fitriyah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.3719

Indonesia's internet user base is growing as a result of the swift progress of technolog,, which also creates intense competition among e-commerce companies, including Lazada. Based on this phenomenon, the research aims to observe the influence of content marketing and shopping lifestyle on impulse buying behavior in Lazada e-commerce. A non-probability sampling method with purposive sampling is applied. The total sample, according to the predetermined criteria, was 98 respondents. Partial Least Square (PLS) is the data analysis technique used. The research findings show that content marketing does not affect impulsive buying in Lazada's e-commerce. Conversely, impulsive buying in Lazada e-commerce is influenced by consumer shopping lifestyles.

The Effect of Product Design and Digital Marketing on Buying Interest of TXT Boygroup Album Among K-pop Fans Generation Milennials and Z Aditya Pradipta, Naura; Zumrotul Fitriyah; Wilma Cordelia Izaak
International Journal of Economics (IJEC) Vol. 3 No. 1 (2024): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v3i1.538

This study is aimed to determine the impact of the Product Design, Digital Marketing and Buying Interest on the album of the boygroup TXT among K-pop Fans. The population in this Research is K-pop fans generation millennials and z. The sample in this study used convenience sampling and found 117 respondents. The primary data collection method in this study uses a questionnaire in the form of a google form. The data analysis technique in this study uses PLS (Partial Least Square). The result of this study indicates that the variable of Design Product and Digital Marketing has a positive and significant influence on Interest Buying.

Pengaruh Content Marketing dan Shopping Lifestyle terhadap Impulse Buying pada E-Commerce Lazada Nathania Grace Edwin; Zumrotul Fitriyah
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.3719

Indonesia's internet user base is growing as a result of the swift progress of technolog,, which also creates intense competition among e-commerce companies, including Lazada. Based on this phenomenon, the research aims to observe the influence of content marketing and shopping lifestyle on impulse buying behavior in Lazada e-commerce. A non-probability sampling method with purposive sampling is applied. The total sample, according to the predetermined criteria, was 98 respondents. Partial Least Square (PLS) is the data analysis technique used. The research findings show that content marketing does not affect impulsive buying in Lazada's e-commerce. Conversely, impulsive buying in Lazada e-commerce is influenced by consumer shopping lifestyles.

Inovasi Produk Limbah Kain Perca untuk Mewujudkan Green Behavior Warga Benowo Surabaya Wiwik Handayani; Sri Suryani Yuprapti Winasih; Zumrotul Fitriyah; Septi Ayu Dianty; Ari Setya Budi; Hasto Hidayatullah
BUDIMAS : JURNAL PENGABDIAN MASYARAKAT Vol. 7 No. 2 (2025): BUDIMAS : Jurnal Pengabdian Masyarakat
Publisher : LPPM ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/budimas.v7i2.17306

The purpose of this community service is to provide assistance to low-income communities by utilizing patchwork into innovative products and being able to market products in the marketplace. The target audience, namely residents of RW 3, Benowo sub-district, Pakal sub-district, Surabaya. The method used is participatory and intensive assistance in the form of activities: 1) training on making products from patchwork; 2) training on how to make product designs; 3) Digital marketing training through social media platforms. The results of the dedication are able increase the income of the poor and form green behavior. In particular, this program has been able to provide knowledge on the manufacture of innovative products made from patchwork; Designing products from patchwork; and product marketing skills on the market place at the UKM Jurang Kuping Kreatif Pakal Surabaya. Keywords: Innovative Products, Patchwork, Digital Marketing, Canva Methods

The Influence of Product Quality and Brand Image on Shell Fuel Consumers’ Purchasing Decision in Surabaya Radithya Satria Wardhana; Zumrotul Fitriyah
International Journal of Economics and Management Sciences Vol. 2 No. 4 (2025): November : International Journal of Economics and Management Sciences
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/ijems.v2i4.1063

This study aims to identidy and examine how people’s views on product quality and brand image affect their decision to buy Shell fuel in Surabaya City. The study fecoses on three key areas: first, how both product quality perception and brand image together influence purchase decisions; second, how product quality perception alone impacts purchase decisions; and third, how brand image alone affects purchase decisions. The group of people studied are those who buy and use Shell fuel in Surabaya. To select participants, a non-probability sampling method was used, with the criteria that respondents must be at least 17 years old, live in Surabaya, and have purchased Shell fuel. After distributing questionnaires, 100 people met these criteria. The data was analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with SmartPLS 3.0 software. The findings show that both product quality perception and brand image together have a significant effect on purchase decisions. Individually, product quality perception has a positive and significant impact on purchase decisions, and brand image also shows a positive and significant effect. These results suggest that improving product quality and enhancing brand image can help Shell increase consumer purchase decisions in Surabaya.

Penerapan Content Marketing dalam Mendukung Pengembangan Pemasaran Digital di CV Avero Indonesia Devina Calista Atallah; Zumrotul Fitriyah
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 3 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 3 (Januari 202
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i3.5028

Perkembangan pemasaran digital menuntut perusahaan untuk mengoptimalkan content marketing sebagai strategi komunikasi yang relevan dengan karakter audiens di media digital. Dalam konteks tersebut, CV Avero Indonesia menerapkan content marketing sebagai bagian dari upaya penguatan pemasaran digital melalui berbagai platform media sosial. Pengabdian ini bertujuan untuk menggambarkan penerapan content marketing dalam mendukung aktivitas pemasaran digital perusahaan. Pendekatan yang digunakan bersifat deskriptif dan partisipatif, dengan keterlibatan langsung dalam proses perencanaan ide, produksi, pengolahan, hingga evaluasi konten digital berdasarkan pengalaman praktik kerja lapangan. Hasil pembahasan menunjukkan bahwa penerapan content marketing dilakukan melalui penyusunan konten yang informatif, persuasif, serta disesuaikan dengan tren media sosial dan segmentasi audiens yang beragam. Konten yang dihasilkan mampu memperluas jangkauan audiens, memperkuat visibilitas brand, serta mendukung penyampaian pesan promosi secara lebih efektif. Meskipun dalam pelaksanaannya masih dijumpai keterbatasan sumber daya manusia dan pengelolaan waktu produksi konten, penerapan content marketing tetap memberikan kontribusi positif terhadap strategi pemasaran digital perusahaan. Secara keseluruhan, pembahasan ini menunjukkan bahwa content marketing memiliki peran strategis dalam mendukung pemasaran digital

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