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All Journal Jurnal Ilmiah Mahasiswa FEB Jurnal Ilmiah Manajemen Kesatuan JBMR: Journal of Business and Management Review Jurnal Pengabdian kepada Masyarakat Nusantara Reviu Akuntansi, Manajemen, dan Bisnis Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan Jurnal Abdimas Maduma Jurnal Kewirausahaan dan Inovasi
Ikhtiara Kaideni Isharina
Departement Of Management, Faculty Of Economics And Business Brawijaya University, Malang, Indonesia
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences

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PENGARUH TWITTER ACCOUNT @IniBaruHidup SEBAGAI SOCIAL MEDIA TERHADAP LOYALITAS MEREK NESCAFÉ INDONESIA Purnomo, Satrio Mulyo; Isharina, Ikhtiara Kaideni
Jurnal Ilmiah Mahasiswa FEB Vol. 1 No. 2
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

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

Abstract

Membangun dan mempertahankan loyalitas merek adalah salah satu hal penting bagi pemasar. Pemasar telah memanfaatkan berbagai cara untuk mempertahankan loyalitas merek pelanggan mereka. Salah satu cara yang saat ini digunakan adalah social media. Penelitian ini bertujuan untuk mengetahui pengaruh simultan serta parsial dari content yang relevan, kampanye yang memberi manfaat dan frekuensi diperbaharui sertacontent populer di Twitter sebagai social mediaterhadap loyalitas merek NESCAFÉ Indonesia. Analisis data menggunakan metode regresi linear berganda dengan 152 followers @IniBaruHidup sebagai responden.Teknik pengambilan sampel menggunakan purposive sampling.Uji validitas dan reliabilitas digunakan dalam pengujian instrumen penelitian serta pengujian asumsi klasik berupa uji normalitas, uji heterokedastisitas, dan uji multikolinearitas. Hasil penelitian menunjukkan bahwa secara simultan variabel content yang relevan (X1), kampanye yang memberi manfaat dan frekuensi diperbaharui (X2) serta content populer (X3) memiliki pengaruh yang signifikan terhadap loyalitas merek  dengan signifikansi 0,000 dengan koefisien determinasi (R2) sebesar 33,3%. Variabel yang berpengaruh secara parsial adalah variabel kampanye yang memberi manfaat dan frekuensi diperbaharui (X2). Manfaat dari social media salah satunya sebagai customer relationship management.Program untuk membangun loyalitas tidak hanya bisa mengandalkan satu alat saja yaitu social media (Twitter) tetapi perlu adanya integrasi dengan bauran promosi yang lain seperti: penjualan personal melalui wiraniaga, advertising di media konvensional (televisi, radio, dan majalah), promosi penjualan, hubungan masyarakat, dan sponsorhip. Saran untuk peneliti selanjutnya adalah dapat melakukan uji kognitif untuk memastikan responden telah lama mengikuti @IniBaruHidup dengan memberikan pertanyaan mengenai kegiatan promosi yang dilakukan oleh NESCAFÉ. Selain itu, peneliti selanjutnya dapat menggunakan variabel independen yaitu: kepercayaan (trust), keamanan (security), kualitas dari pelayanan (quality of service), dan resiko yang disadari (perceived risk). Kata Kunci: Twitter; social media; loyalitas merek
The Influence of Service Quality and Perceived Value on Customer Satisfaction Bachtiar, Azhar Ahmad; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 3 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.3.02

Abstract

The increase in internet demand during and after the pandemic has opened big opportunities for internet service providers and increased the competition among them in gaining and retaining their customers. the objective of this research is to identify the effects of  service quality and perceived value on the satisfaction on IB Net customers. This explanatory research elucidates the relationship between its variables through hypothesis testing. Using probability sampling method and saturated or census sampling technique, 63 active customers of IB Net were involved as the respondents. The data analysis incorporates multiple linear regression, t-test, and F-test; all of which were performed in SPSS version 26. The results of the hypothesis testing lead to conclusions that (1) Service quality has a positive and significant effect on customer satisfaction and that (2) perceived value has a positive and significant effect on customer satisfaction. Therefore, service quality and perceived value positively influence customer satisfaction, providing important implications for IB Net in improving its service and value for its customers.  
Drivers of Customer Satisfaction Among Mountain Hikers: The Role of Product Quality, Sales Promotion, and Perceived Price Varellino, Geraldus Edbert; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.07

Abstract

The objective of this research is to identify and analyze the effects of product quality, sales promotion and perceived price on the customer satisfaction of mountain hikers in Malang City. Using purposive sampling technique, 132 mountain hikers of Malang City who have made at least one purchase of Consina products were selected as the respondents. The data was harvested via Google Forms questionnaires and was analyzed through multiple linear regression in SPSS 26. This study finds that product quality, sales promotion, and perceived price partially have significant effects on the customer satisfaction. With the adjusted R-squared value of 0.601, it can be inferred that product quality, sales promotion, and perceived price influence 60.1% of the customer satisfaction, with the remaining 39.9% is the contribution of other variables not discussed in this research.
How Shopee Video Stimuli Influence Impulse Purchase Intention Mediated by Pleasure Khotimah, Kusnul; Isharina, Ikhtiara Kaideni
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.04

Abstract

The growth of e-commerce in Indonesia is increasing due to the high internet usage. This phenomenon cannot be separated from the influence of people's lifestyles, including generation Z, who have a preference for making purchases online. This potential market has triggered competition between e-commerce companies in attracting consumers, especially through short videos. The SOR (Stimulus-Organism-Response) theory in this study is used to examine the effect of external stimuli in short videos such as informativeness, comments, Virtual Haptics, and price discount on impulse purchase intentions mediated by pleasure. This study uses purposive sampling method. Respondents of this study were 243 people taken from the population of generation Z Shopee video users who watched fashion products. Researchers conducted data analysis using Partial Least Square (PLS) with SmartPLS 3 software. The results showed that comments, Virtual Haptics, and price discount had a significant effect on pleasure, which in turn significantly increased impulse purchase intentions. Meanwhile, informativeness has no significant effect on pleasure.
Bimbingan Teknis Live Stream Selling dan Optimalisasi Fitur E-Commerce untuk Transformasi Digital UMKM Malang Sri Palupi Prabandari; Ikhtiara Kaideni Isharina; Brilian Setia Firanda
JURNAL ABDIMAS MADUMA Vol. 5 No. 1 (2026): Januari, 2026
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/jam.v5i1.500

Abstract

UMKM di Kota Malang saat ini menghadapi kesenjangan ekonomi digital yang signifikan akibat keterbatasan fasilitas produksi konten, rendahnya keterampilan digital, serta absennya strategi pemasaran terpadu. Guna mengatasi permasalahan tersebut, kegiatan pengabdian masyarakat ini bertujuan untuk meningkatkan daya saing UMKM melalui transformasi digital strategis yang mencakup bimbingan teknis live stream selling, optimasi fitur e-commerce, dan pengembangan strategi omnichannel. Metode yang diterapkan adalah participatory action research yang dikombinasikan dengan experiential learning, meliputi tahap identifikasi kebutuhan, penyediaan sarana, pelatihan teknis, hingga pendampingan implementasi. Dampak kegiatan diukur secara kualitatif dan kuantitatif melalui observasi serta evaluasi pre-test dan post-test. Hasil intervensi menunjukkan bahwa pendekatan holistik ini berhasil mengatasi hambatan utama mitra melalui penyediaan perangkat live streaming lengkap dan peningkatan keterampilan teknis yang signifikan, di mana 100% peserta mampu melakukan simulasi mandiri. Selain itu, peserta berhasil memahami transisi menuju pemasaran yang lebih terintegrasi. Simpulannya, penggabungan antara penyediaan fasilitas fisik dan penguatan kapasitas sumber daya manusia terbukti menjadi solusi efektif dalam mempercepat transformasi digital dan memperkuat kapabilitas pemasaran UMKM. Kata Kunci : UMKM; Transformasi Digital; Live Stream Selling; E-commerce
The Effect of Social Media Marketing on Repurchase Intention: Mediating Roles of Satisfaction and Brand Image Jazula, Fendika Ilvan; Mugiono; Isharina, Ikhtiara Kaideni
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 5 (2025): JIMKES Edisi September 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i5.3765

Abstract

The rapid expansion of e-commerce in Indonesia, driven by platforms like Shopee, underscores the critical role of social media marketing in building customer loyalty amid intense competition. Grounded in the Theory of Planned Behavior, this study aims to investigates the direct and indirect effects of social media marketing on repurchase intention, with brand image and satisfaction as mediators. A quantitative approach was applied, surveying 351 Shopee customers aged 17 and above who had made multiple purchases in the past six months and engaged with Shopee’s social media. Data were analyzed using Structural Equation Modeling Partial Least Squares. Results indicate that social media marketing, brand image, and satisfaction all positively and significantly affect repurchase intention. Moreover, social media marketing strengthens brand image and satisfaction, which partially mediate its impact, with satisfaction emerging as the stronger mediator. This study contributes to e-commerce literature by clarifying the mechanisms through which social media marketing fosters repeat purchases. Practically, it suggests that Shopee should invest in engaging content and high-quality service to reinforce loyalty, offering actionable insights for e-commerce platforms competing in dynamic markets.
The Influence of Perceived Value and Ease of Use on Brand Loyalty: The Mediating Effect of User Satisfaction Amanda, Fistarika Della; Astrid Puspaningrum; Ikhtiara Kaideni Isharina
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 6 (2025): JIMKES Edisi November 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i6.4045

Abstract

The rapid evolution of digital banking in Indonesia has intensified competition between purely digital banks and conventional banks embracing digitalization. In this landscape, brand loyalty has emerged as a crucial factor for ensuring business sustainability. This study aims to investigate the impact of perceived value and ease of use on brand loyalty, with user satisfaction serving as a mediating variable, focusing on customers.  A quantitative research design was applied using survey data from 213 respondents in Surabaya and Malang, collected through purposive sampling. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) method via SmartPLS 4.0. The findings reveal that perceived value significantly and positively influences both user satisfaction and brand loyalty. Conversely, ease of use shows a significant negative relationship with brand loyalty and has no significant impact on user satisfaction. Moreover, user satisfaction positively affects brand loyalty and mediates the link between perceived value and brand loyalty, but not between ease of use and brand loyalty. The results suggest that customer loyalty in digital banking is primarily driven by perceived value and satisfaction rather than by ease of use alone.
The Influence of Brand Satisfaction on Brand Loyalty Mediated by Brand Love and Moderated by Brand Reputation Benefita, Darma Fadhila; Hapsari, Raditha Dwi Vata; Isharina, Ikhtiara Kaideni
Jurnal Ilmiah Manajemen Kesatuan Vol. 14 No. 1 (2026): JIMKES Edisi January 2026
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v14i1.4676

Abstract

Rising competition within Indonesia's local cosmetics sector necessitates that companies comprehend the elements influencing consumer brand loyalty. This research seeks to explore how brand satisfaction and brand love influence brand loyalty, with brand love serving as a mediating factor and brand reputation functioning as a moderating factor. The study employs a quantitative explanatory methodology. Data was gathered from 290 respondents who use local cosmetic products via a questionnaire and analyzed with suitable statistical techniques. The findings show that brand satisfaction and brand love both positively affect brand loyalty, while brand satisfaction also positively impacts brand love. Mediation analysis demonstrates that brand love plays a significant role in mediating the connection between brand satisfaction and brand loyalty. Nonetheless, brand reputation did not significantly influence this relationship. The research indicates that businesses can boost brand loyalty by increasing customer satisfaction and cultivating emotional ties with consumers via product quality, openness, and steady communication tactics.
Co-Authors Agustiani, Windy Eka Aldhiki Meytena Amanda, Fistarika Della Arthana, Gilang Hans Astrid Puspaningrum Astrid Puspaningrum Bachtiar, Azhar Ahmad Barinta, Dunga Dwi Benefita, Darma Fadhila Brilian Setia Firanda Dewi, Nike Nurfita Dr.Fatchur Msi SE Rohman Dr.Fatchur Rohman, SE, Msi Faizal M. Alhaq, SE Faizal M. SE Alhaq Fitriani, Difa Haqqo, Cantika Insanil Jazula, Fendika Ilvan Kardina Yudha Parwati Kusnul Khotimah Meirinta, Larissa Apsarini Mugiono Muhammad Rayhan Nanda Dwi Maharani Nugrahayanti, Andra Fyonaliza Pandunegoro, Satria Luhur Raditha Dwi Vata Hapsari Ramadhani Abanan, Muchammad Zuhri Salsabilla, Fahrizka Sari, Feny Rahma Satrio Mulyo Purnomo Sri Palupi Prabandari Taufiq Ismail Varellino, Geraldus Edbert