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All Journal Jurnal Bisnis dan Ekonomi Jurnal Ilmu Manajemen (JIM) Zenit Jurnal Manajemen dan Bisnis Indonesia JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Aptisi Transactions on Technopreneurship (ATT) MBIA Sang Pencerah: Jurnal Ilmiah Universitas Muhammadiyah Buton Jurnal Bisnis, Manajemen, dan Ekonomi Jurnal Pengabdian UNDIKMA Yumary: Jurnal Pengabdian kepada Masyarakat ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Revenue: Lentera Bisnis Manajemen PENG: Jurnal Ekonomi dan Manajemen JIPOWER : Journal of Intellectual Power Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal
Cen Lu
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Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Social Media Marketing dan Brand Awareness sebagai Penentu Keputusan Pembelian Produk Kecantikan Emina Salsabila, Aliyah nasya; Lu, Cen
Revenue: Lentera Bisnis Manajemen Vol. 3 No. 03 (2025): Agustus 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lbm.v3i03.939

Abstract

Penelitian ini dilakukan untuk mengevaluasi sejauh mana pemasaran melalui media sosial serta kesadaran merek mempengaruhi keputusan konsumen dalam membeli produk kecantikan Emina. Studi ini memakai pendekatan kuantitatif dengan metode survei terhadap 100 partisipan yang aktif menggunakan media sosial dan pernah melakukan pembelian produk Emina. Pengumpulan data dilakukan dengan kuesioner berformat skala Likert 5 poin, lalu dianalisis melalui regresi linier berganda guna menguji efek simultan dan parsial dari variabel bebas terhadap variabel terikat. Temuan penelitian memperlihatkan bahwa social media marketing memberikan dampak positif yang signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi sebesar 0,268. Selain itu, brand awareness juga menunjukkan pengaruh yang signifikan dan positif, dengan koefisien regresi senilai 0,685 terhadap keputusan pembelian. Jika digabungkan, kedua variabel tersebut menjelaskan 79,7% variasi yang terjadi dalam keputusan konsumen untuk membeli. Hasil ini menggarisbawahi pentingnya penerapan strategi media sosial yang tepat dalam memperkuat brand awareness sekaligus mendorong keputusan pembelian. Secara praktis, studi ini menyarankan untuk mengoptimalkan konten digital, memperkuat citra merek, dan memanfaatkan berbagai platform pemasaran guna mempertahankan keunggulan di industri kecantikan yang penuh persaingan.
THE IMPACT OF CONSUMER ATTITUDES ON ONLINE SHOPPING, INCLUDING SOCIAL MOTIVATIONS, ESCAPISM MOTIVATIONS, AND VALUE MOTIVATIONS, IN RELATION TO ONLINE PURCHASE INTENTIONS Cen Lu; Chandra Kuswoyo; Reicheana Koesala Zirho
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 2 No. 6 (2024): December
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v2i6.389

Abstract

The development of technology and the internet has changed people's shopping behavior, especially the millennial generation. This study aims to analyze the attitude on online shopping of the millennial generation and compare it with the population as a whole. This study also provides an explanation of the online shopping behavior of consumers in the millennial generation group, as well as being the basis for developing teaching materials in customer insight and consumer behavior courses. The Millennial generation is a group of individuals who have different awareness of the impact of historical events they experience. They tend to be more tech-savvy and spend less money on purchases. The study highlights the need to understand the Millennial generation further because they are not monolithic. Understanding generational differences and their impact on online shopping is important for effective target audience segmentation. Meanwhile, purchasing behavior describes whether consumers actually buy the products they want, with purchase intention as a proxy variable to measure purchasing behavior. This study is a type of quantitative research that uses a survey method to collect data from the West Java millennial generation who are involved in online purchase intention. The population is the West Java millennial generation, and the sample was taken using a purposive sampling technique. Testing of the research instrument was carried out with validity using the Pearson Correlation test and reliability with Cronbach's alpha. The data was processed using Moderate Regression Analysis (MRA) with SPSS version 25. The results of the study showed that attitudes on online shopping and value motives influence online shopping intention. Social motives and escapism motives do not affect online shopping intention.
Pengaruh Diskon Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Maranatha Store Yonathan Hervan Valentino; Cen Lu
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 4 (2025): OKTOBER-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/mtj9qn97

Abstract

The purpose of this study is to determine whether customer satisfaction at Maranatha Store a retail outlet serving university students, lecturers, and staff is influenced by discounts and service quality. The study was conducted by distributing questionnaires to 126 individuals who had previously shopped at the store. The analysis results indicate that discounts and service quality, when considered together, have a significant impact on customer satisfaction. These findings highlight the importance of continuously improving service quality to provide customers with a satisfying shopping experience
Analysis of the Effects of Social Media on Children Education Mechanisms Setiawan, Rony; Aprillia, Ariesya; Tjahyadi, Rully Arlan; Lu, Cen; Nursalin, Kezia Kurniawati; Abednego, Felicia; Vaher, Kristina
Aptisi Transactions On Technopreneurship (ATT) Vol 7 No 2 (2025): July
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v7i2.559

Abstract

The increasing use of social media has significantly influenced various aspects of daily life, including children's education mechanisms. This research aims to explore the impact of social media on educational processes and how it shapes learning outcomes for children. The objective of this study is to examine the relationship between social media usage and children's educational development, using SmartPLS analysis as the primary method. By analyzing data collected from students, parents, and educators, the study identifies key factors such as engagement, content accessibility, and social interaction that mediate this relationship. The results reveal that while social media can serve as an effective educational tool, it also presents potential risks, including distraction and exposure to inappropriate content. The findings suggest that balanced usage of social media can enhance children's learning experiences if properly managed. The conclusion underscores the need for further research into the educational implications of social media, emphasizing the importance of parental involvement and regulatory frameworks in ensuring its positive impact on children's education.
Mempersiapkan Generasi Z Menghadapi Tantangan Karir: Program Pengabdian Masyarakat Di Gereja Kristen Indonesia Kebonjati Bandung Lu, Cen; Munthe, Rusli Ginitng; Nur, Nur; Mariana, Ana; Lunandi, Yenny Yuniawaty; Tjun, Lauw Tjun
ABDI MOESTOPO: Jurnal Pengabdian Pada Masyarakat Vol 9, No 1 (2026): Januari 2026
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/abdimoestopo.v9i1.5933

Abstract

Generation Z faces significant challenges in planning their careers in the digital era, characterized by the paradox of choice, social pressures, and labor market uncertainty. This Community Service Program, organized by the Undergraduate Management Program of Maranatha Christian University in collaboration with GKI Kebonjati, aimed to assist Generation Z in understanding the importance of early career management. The program included seminars, interactive discussions, and the application of the Johari Window approach to enhance self-awareness, passion discovery, and career decision- making skills. The evaluation results showed a significant improvement in participants’ understanding, confidence, and readiness to face the job market, with the average post-test score (4.04) notably higher than the pre-test (3.30). This program highlights that career education and mentoring effectively support Generation Z in navigating dynamic labor market changes and planning a meaningful future aligned with their potential.
Co-Authors Adsuni, Nur Aini Aliwinoto, Christine Ana Mariana, Ana Andriana, Nabilla Azzahra Aprillia, Ariesya Chandra Kuswoyo Felicia Abednego Felicia Abednego Felicia Natalie Zalukhu Fionita, Jeslyn Hasanah, Roudhoh Nanda Henky Lisan Suwarno Irianto, William Jeslyn Fionita Junita, Imelda Kartika Imasari Tjiptodjojo Kezia Kurniawati Nursalin Kristine, Fanny Lauw Tjun Tjun Lawra Ameliyyah Lestari, Fany Sholida Lunandi, Yenny Yuniawaty Markus Kendrick Meily Margaretha Munthe, Rusli Ginitng Nur, Nur Ratna Widiastuti Rayner Alexander Reicheana Koesala Zirho Rony Setiawan Rully Arlan Tjahyadi Rully Arlan Tjahyadi Salsabila, Aliyah nasya Saragih, John Salmar Susanti Saragih Tjandrasa, Benny Budiawan Trisandy, Yudhi Vaher, Kristina Yolla Margaretha Yonathan Hervan Valentino Yusan, Budi Oktavianus Zaniarti, Sri