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All Journal JAM : Jurnal Aplikasi Manajemen Jurnal Agribisnis Indonesia (Journal of Indonesian Agribusiness) Forum Agribisnis Journal of Consumer Science Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Ikonomika : Jurnal Ekonomi dan Bisnis Islam International Humanities and Applied Science Journal EAJ (ECONOMICS AND ACCOUNTING JOURNAL) Journal of Enterprise and Development (JED) Jurnal Manajemen Universitas Bung Hatta International Journal of Business, Economics, and Social Development Abdimas Singkerru Journal of Islamic Economics and Social Science (JIESS) Kajian Branding Indonesia Priviet Social Sciences Journal Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Nasional Journal of Fundamental Management (JFM) MPKM IJEMA
Febrina Mahliza
Universitas Mercu Buana
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Pengaruh Kelas Sosial, Iklan, dan Word of Mouth terhadap Keputusan Pembelian Smartphone Oppo Andika, As'; Mahliza, Febrina
Journal of Fundamental Management (JFM) Vol 5, No 3 (2025): NOVEMBER 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jfm.v5i3.32814

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kelas sosial, iklan, dan word of mouth terhadap keputusan pembelian smartphone OPPO. Objek dalam penelitian ini adalah seseorang yang pernah membeli smartphone OPPO pada saat berusia 19 tahun ke atas dan berdomisili di DKI Jakarta, Indonesia. Jumlah sampel yang digunakan dalam penelitian ini adalah 121 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan alat analisis SmartPLS versi 4. Hasil menunjukkan bahwa kelas sosial berpengaruh dan signifikan terhadap keputusan pembelian, iklan berpengaruh dan signifikan terhadap keputusan pembelian, dan word of mouth berpengaruh dan signifikan terhadap keputusan pembelian.
Penguatan Identitas Kampung Wisata Melalui Strategi Branding Berbasis Potensi Lokal di Desa Tambang Ayam Kecamatan Anyar Kabupaten Serang Banten Prita Prasetya; Didi Wandi; Febrina Mahliza; Riska Rosdiana; Winda Widyanty; Dadang Dadang
Media Pengabdian Kepada Masyarakat ( MPKM ) Vol. 2 No. 01 (2025): Media Pengabdian Kepada Masyarakat (MPKM)
Publisher : Rey Media Grafika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66084/mpkm.v2i01.488

Abstract

Kegiatan Pengabdian Kepada Masyarakat (PKM) ini bertujuan untuk memperkuat identitas Taman Wisata Alam Sumur Kenclong, Desa Tambang Ayam, Kecamatan Anyar, Kabupaten Serang, Banten, melalui strategi branding berbasis potensi lokal. Pelaksanaan kegiatan dilakukan pada 26 Juli 2025 dalam bentuk penyuluhan dan diskusi kelompok terarah (focus group discussion) dengan melibatkan pengelola wisata, pelaku UMKM, aparat desa, tokoh masyarakat, dan perwakilan karang taruna. Metode pelaksanaan dibagi menjadi tiga tahap, yaitu perencanaan, pelaksanaan, dan evaluasi. Materi penyuluhan meliputi konsep dasar branding desa wisata, identifikasi potensi lokal, perumusan nilai unik (unique value proposition), dan strategi promosi kreatif. Hasil kegiatan menunjukkan peningkatan pemahaman peserta terhadap branding destinasi wisata, kesepakatan nilai unik Sumur Kenclong yang memadukan keindahan alam dan legenda lokal, serta komitmen bersama untuk memulai promosi digital melalui media sosial. Evaluasi kegiatan juga menghasilkan rencana tindak lanjut berupa kolaborasi berkelanjutan antar-pemangku kepentingan dalam pengembangan identitas visual dan produk wisata. Kegiatan ini membuktikan bahwa strategi branding berbasis potensi lokal, jika dilakukan secara partisipatif dan konsisten, dapat menjadi fondasi penguatan daya tarik dan keberlanjutan destinasi wisata.
Optimization of digital marketing strategy through e-commerce is increasing SME sales Batik Cikadu, Tanjung Lesung, Pandeglang Prita Prasetya; Winda Widyanti; Riska Rosdiana; Febrina Mahliza; Dian Primanita Oktasari
Priviet Social Sciences Journal Vol. 2 No. 3 (2022): March 2022
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v2i3.174

Abstract

Digital marketing is one strategy that business actors can do to promote their business. This community service activity is in the form of training on optimizing digital marketing strategies through E-commerce to increase sales of SME Batik Cikadu, Tanjung Lesung, Pandeglang. Batik Cikadu is one of the creative industries that has experienced a decline in sales due to the pandemic. This training was held face-to-face in the Tanjung Lesung Special Economic Zone (SEZ), Pandeglang Regency, Banten. The training method is in the form of material presentation, followed by discussion and question and answer. The results of this training show the participants' enthusiasm by providing understanding and practical examples in making marketing strategies through social media. With this activity, each group member gains knowledge and experience in digital marketing through e-commerce to make it easier for SMEs to increase brand knowledge to consumers and sales.
Halal cosmetics and consumer behavior: Insight from Millennials Febrina Mahliza; Prita Prasetya
Journal of Enterprise and Development (JED) Vol. 6 No. 1 (2024): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v6i1.8802

Abstract

Purpose — This study aims to analyze the consumption behavior of halal cosmetic products, focusing on factors such as halal certification, trust, and awareness of halal practices.Method — The population for this research comprises residents of Jakarta who fall within the millennial generation category (born between 1980-2000). The research sample size will consist of 170 respondents selected through purposive sampling techniques. Data collection will be conducted through questionnaires, and the analysis will be performed using the Partial Least Square (PLS) analysis method.Result — Based on the study's findings, it can be concluded that halal certification has a positive and significant impact on both halal trust and awareness. Additionally, trust exhibits a positive and significant influence on the consumption of halal products, indicating that higher consumer trust is associated with increased consumer behavior in consuming halal cosmetic products. However, it was observed that halal awareness does not significantly affect consumption behavior. This implies that an increase in halal awareness does not necessarily correspond to a higher likelihood of consuming halal cosmetic products.Novelty  — The unique contribution of this research lies in its focused analysis of the consumption behavior associated with halal products. This study builds upon previous research by delving into specific variables that impact behavior, particularly within the context of halal cosmetic products.
Pengaruh Kelas Sosial, Iklan, dan Word of Mouth terhadap Keputusan Pembelian Smartphone Oppo As' Andika; Febrina Mahliza
Journal of Fundamental Management (JFM) Vol. 5 No. 3 (2025): NOVEMBER 2025
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jfm.v5i3.32814

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kelas sosial, iklan, dan word of mouth terhadap keputusan pembelian smartphone OPPO. Objek dalam penelitian ini adalah seseorang yang pernah membeli smartphone OPPO pada saat berusia 19 tahun ke atas dan berdomisili di DKI Jakarta, Indonesia. Jumlah sampel yang digunakan dalam penelitian ini adalah 121 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan alat analisis SmartPLS versi 4. Hasil menunjukkan bahwa kelas sosial berpengaruh dan signifikan terhadap keputusan pembelian, iklan berpengaruh dan signifikan terhadap keputusan pembelian, dan word of mouth berpengaruh dan signifikan terhadap keputusan pembelian.
Pengaruh Store Atmosphere, Promosi, dan Kualitas Produk Terhadap Keputusan Pembelian di Famicafe Clarisha Thiodora; Febrina Mahliza
Indonesian Journal of Economics Management and Accounting Vol. 3 No. 8 (2026): IJEMA - Agustus 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

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

Abstract

Penurunan volume penjualan sebesar −3,4% pada FamiCafe periode 2023–2025 di tengah luasnya jaringan gerai di Jakarta mengindikasikan adanya permasalahan kompleks pada proses evaluasi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh store atmosphere, promosi, dan kualitas produk terhadap keputusan pembelian konsumen FamiCafe di DKI Jakarta. Metode penelitian kuantitatif dengan pendekatan asosiatif-verifikatif diterapkan pada sampel 205 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan Partial Least Square Structural Equation Modeling (PLS-SEM) berbantuan aplikasi SmartPLS. Hasil temuan menunjukkan bahwa store atmosphere, promosi, dan kualitas produk secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian (). Kualitas produk terbukti menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian, disikuti oleh promosi dan store atmosphere. Simpulan dari penelitian ini menegaskan bahwa strategi pemulihan kinerja penjualan ritel convenience coffee shop sangat bergantung pada konsistensi penjaminan mutu produk yang diselaraskan dengan kejelasan informasi promosi serta efisiensi fasad dan tata ruang gerai.
THE INFLUENCE OF GREEN MARKETING, GREEN PRODUCT AND GREEN BRAND IMAGE ON PURCHASE DECISION OF CLEO BRAND BOTTLED DRINKING WATER Rahma Aulia Rhodatul Jannah; Febrina Mahliza
International Humanities and Applied Science Journal Vol. 9 No. 2 (2026): IHASJ VOLUME 9, ISSUE 2, 2026
Publisher : Universitas Mercu Buana

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Abstract

This study examines the influence of Green Marketing, Green Product, and Green Brand Image on the Purchase Decision of Cleo brand bottled drinking water in West Jakarta. The issue is important because bottled drinking water consumption continues to grow while plastic packaging remains closely associated with environmental concerns. Cleo has introduced environmental initiatives through recycled polyethylene terephthalate (r-PET) packaging and sustainability-oriented communication, yet its Top Brand Index position remains below several major competitors. The study is grounded in consumer behavior and the Theory of Planned Behavior, which explain that purchase decisions are shaped by consumer evaluation, attitudes, perceived value, and responses toward market offerings. This research used a quantitative causal design involving 150 respondents who had purchased Cleo bottled drinking water, were at least 18 years old, and lived in West Jakarta. The sample was selected through non-probability sampling with a purposive sampling technique. Data were collected using an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Green Marketing, Green Product, and Green Brand Image have positive and significant effects on Purchase Decision. Green Marketing has the strongest effect among the three predictors, followed by Green Product and Green Brand Image. These findings indicate that Cleo should strengthen clear environmental communication, visible eco-label information, and a more consistent sustainability-based brand image to improve consumer purchase decisions.
Co-Authors Ali, Anees Jane Ali Alif Dimas Wibisono Andika, As' Anees Jane Ali Ali Anees Janee Ali Annisa Hakim Zamzami As' Andika Burhanuddin Burhanuddin Catur Erty Suksesty Christian Kuswibowo Clarisha Thiodora Dadang Dadang Dian Primanita Oktasari Didi Wandi Erik Nugraha Hermala, Irvan Lucky Nugroho Muhammad Faisal Anwar Mukhamad Najib Netti Tinaprilla Prita Prasetya Prita Prasetya Prita Prasetya Putri Dwi Wahyuni Rahma Aulia Rhodatul Jannah Rahmatyas Aditantri Rieke Pernamasari Riska Rosdiana Siska Maya Siska Widia Utami Wahyu Budi Priatna Winda Widyanti Winda Widyanty Wiwin Sukiati Yananto Mihadi Putra Yennida Parmariza