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All Journal Jurnal Manajemen dan Bisnis Sriwijaya Jurnal Manajemen dan Kewirausahaan (JMDK) Journal of Management and Business Review Jurnal Ilmiah Econosains Jurnal Manajemen Indonesia SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT The Manager Reveiew International Journal of Economics, Accounting, and Management
Zakaria Wahab
Universitas Sriwijaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA PADA AUTO 2000 CABANG PALEMBANG Daniel Mynhart; Zakaria Wahab; Islahudin Daud; A Widad
The Manager Review Vol. 1 No. 2 (2019)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v1i2.9331

Abstract

The purpose of this study is to determine the effect of the promotion mix on the purchasedecision of Toyota Avanza cars at AUTO 2000 Palembang Branch. Data in this study werecollected through distributing questionnaires to respondents. The number of samples used inthis study were 100 respondents. The technique used in this study sample was purposivesampling. The results of the analysis in this study indicate simultaneously (F test) theindependent variables, namely personal sales, sales promotion, advertising and publicrelations significantly influence the dependent variable, namely the purchase decision of theToyota Avanza at AUTO 2000 Palembang Branch. Partially (t test), the variables of personalsales, sales promotion and advertising have a significant effect on purchasing decisions. Asfor the public relations variable does not significantly influence the purchase decision. Themost dominant variable influencing purchase decisions is the advertising variable.
PENGARUH GREEN MARKETING STRATEGY DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP DI PALEMBANG Virgin Vinenzia; Zakaria Wahab; Marlina Widiyanti; Muchsin Saggaf Shihab
The Manager Review Vol. 4 No. 1 (2022)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v4i1.21144

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui pengaruh green marketing strategy dan celebrity endorser terhadap keputusan pembelian produk The Body Shop di Palembang. Populasi dalam penelitian ini adalah masyarakat Kota Palembang pada tahun 2021 yang berbelanja di The Body Shop Palembang. Sampel dalam penelitian ini sebanyak 100 responden yang merupakan pelanggan The Body Shop Palembang tahun 2021 dengan menggunakan teknik non probability sampling. Hasil dari analisis regresi linier berganda menunjukkan bahwa green marketing strategy berpengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop di kota Palembang. Celebrity endorser berpengaruh positif dan signifikan terhadap keputusan pembelian produk The Body Shop di kota Palembang. Pada variabel green marketing strategy, sebaiknya The Body Shop lebih meningkatkan dalam pemberian informasi dalam kandungan produk dengan lebih detail jika nama produk tersebut masih susah dimengerti oleh banyak konsumen. Pada variabel celebrity endorser perlu adanya penambahan brand ambassador seperti artis-artis yang lebih terkenal di televisi. Tasya Farasya yang sebagai selebgram dan beauty vlogger yang hanya diketahui oleh kaum-kaum milenial membuat tidak bisa seluruh masyarakat mengenalnya.
The Influence of Augmented Reality (AR) Technology Implementation on Purchase Decisions for Wardah Products: The Mediating Role of Shopping Experience Alisia Silver Stone; Azwardi; Ana Yanovi; Iisnawati; Zakaria Wahab
International Journal of Economics Accounting and Management Vol. 3 No. 2 (2026): IJEAM - July 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v3i2.2276

Abstract

The rapid advancement of digital technology has encouraged cosmetic companies to integrate Augmented Reality (AR) into online shopping platforms to create more interactive and personalized consumer experiences. Despite the increasing adoption of AR, empirical evidence regarding the mechanism through which this technology influences purchase decisions remains limited, particularly within Indonesia's cosmetics industry. This study aims to examine the influence of Augmented Reality technology implementation on purchase decisions for Wardah products, with shopping experience serving as a mediating variable. A quantitative research approach was employed by distributing questionnaires to 204 Indonesian consumers who had previously used AR features when purchasing Wardah products online. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The findings reveal that Augmented Reality technology has a positive and significant effect on both shopping experience and purchase decisions. In addition, shopping experience positively influences purchase decisions and partially mediates the relationship between AR technology and purchase decisions. These results indicate that immersive virtual experiences enhance consumers' trust, engagement, and confidence throughout the purchasing decision-making process. This study extends the application of the Technology Acceptance Model (TAM) by confirming the mediating role of shopping experience in the relationship between AR technology and purchase decisions. Furthermore, the findings provide practical implications for cosmetic companies in developing AR-based digital marketing strategies that enhance customer experiences and encourage purchase decisions
Co-Authors A Widad Achmad Widad Agustina Hanafi Ahmad Maulana Ahmad Widad, Ahmad Alisia Silver Stone Ana Yanovi Andriana, Isni Azwardi Daniel Mynhart Dessy Yunita Diah, Yuliansyah M Eko Mohammad Fitrianto Febriyeni Febriyeni Iisnawati, Iisnawati Imas Permatasari Islahuddin Daud, Islahuddin Islahudin Daud Kasjim Salenda Marlina Widiyanti, Marlina Mohamad Adam Muchsin Saggaf Shihab Muchsin Saggaf Shihab Muchsin Saggaf Shihab Nedi Yansah Nofiawaty Nofiawaty Nourma Wulanda Rio Adistia Tama Virgin Vinenzia Yeri Resika Yunita, Dessy