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All Journal Monex: Journal of Accounting Research IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Humanities Education and Social Sciences Journal of Social Science Return : Study of Management, Economic and Bussines Journal Research of Social Science, Economics, and Management IIJSE Journal of Bussines Management Basic Jurnal Ekonomi, Manajemen, Akuntansi
Soesanty Maulany
Universitas Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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MENINGKATKAN KEPUTUSAN PEMBELIAN MELALUI KUALITAS PELAYANAN DAN PROMOSI PENJUALAN Aang Curatman; Soesanty Maulany; Shofiullah Shofiullah
Monex: Journal of Accounting Research Vol 10, No 1 (2021)
Publisher : Pusat Penelitian dan Pengabdian Masyarakat Politeknik Harapan Bersama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30591/monex.v10i1.2220

Abstract

The purpose of this study is to analyze the effect of service quality and sales promotion on consumer purchasing decisions at E Sport Cirebon Shop, either partially or simultaneously. The population of this research is consumers of E Sport Cirebon stores with unknown population, while the sample is 96 respondents. The sampling technique used non-probability sampling using incidental sampling. This research is an associative type with quantitative methods. Based on the T test it is known that service quality and sales promotion have a partial effect on purchasing decisions, as well as based on the F test it is known that service quality and sales promotion have a simultaneous influence on purchasing decisions. Therefore the company should improve service quality and provide variations in the types of sales promotions to improve consumer purchasing decisions.
The Effect of Consumer Confidence and Customer Experience on Consumer Satisfaction in Anteraja Cirebon SS Kedawung Expedition Services Soesanty Maulany
Journal of Bussines Management Basic Vol 5 No 2 (2023): Journal of bussines management
Publisher : Universitas Sebelas April, Fakultas Ekonomi dan Bisnis

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

Abstract

his study aims to test the influence of Consumer Confidence and Customer Experience variables on Consumer Satisfaction in Anteraja Cirebon SS Kedawung expedition services. The research method used is a quantitative method with an associative type of research. Sampling technique using the Incidental Sampling technique with a sample of 96 respondents. Data collection method using questionnaires to respondents who have used Anteraja expedition services at least 1 transaction. Data analysis methods using validity tests, reliability, classical assumptions, multiple regression analysis as well as t-tests and ftests processed through IBM SPSS 26 applications
The Influence Of Youtube Advertising And Brand Awareness On Buying Interest In Honda Scoopy Motorbikes At Pt Astra Motor Honda Cirebon Branch Siti Nurlaela; Sony Sony Basrizal; Soesanty Maulany
Journal Of Social Science (JoSS) Vol 3 No 5 (2024): JOSS : Journal of Social Science
Publisher : Al-Makki Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57185/joss.v3i5.308

Abstract

The purpose of this study is to examine how brand awareness and YouTube advertising affect consumers' inclination to purchase Honda Scoopy motorcycles from the PT Astra Motor Honda Cirebon Branch. Utilizing a survey approach, quantitative research methodology is applied. Questionnaires were sent to 150 respondents who were considering purchasing Honda Scoopy motorcycles in Cirebon in order to gather data. According to the results of a regression analysis, creative and informative YouTube advertising has the ability to pique customers' interests and has a favorable and significant impact on purchase intention. Additionally, it has been demonstrated that brand awareness positively and significantly influences buy intention; this means that consumers' purchase intentions are higher when brand awareness is higher. In conclusion, brand awareness and YouTube advertising work together to significantly impact consumers' intentions to buy Honda Scoopy motorcycles in Cirebon. PT Astra Motor Honda is advised to continue to improve the quality of advertisements on YouTube and strengthen branding strategies to increase consumer buying interest.
The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City Fadel Muhamad; Zahwa Shofiyaturrahmah; Soesanty Maulany
Journal Research of Social Science, Economics, and Management Vol. 3 No. 11 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v3i11.657

Abstract

This research was conducted with the aim to analyze the influence of entrepreneurial orientation, market orientation and product innovation on marketing performance in culinary MSMEs in Kesambi District. This research method uses quantitative research methods. The results showed that the first hypothesis was accepted, which means that entrepreneurial orientation has a positive and significant effect on the marketing performance of the Research. The results showed that the second hypothesis was accepted, which means that market orientation has a positive and significant effect on marketing performance. The results showed that the third hypothesis was accepted, which means that product innovation has a positive and significant effect on marketing performance. The results showed that the fourth hypothesis was accepted, which means that Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance. Based on the results of the analysis that has been described regarding the influence of entrepreneurial orientation, market orientation and product innovation on the marketing performance of culinary MSMEs in the city of Cirebon, especially in Kesambi District, it is concluded that Entrepreneurial Orientation has a positive and significant effect on Marketing Performance. Market Orientation has a positive and significant effect on Marketing Performance. Product Innovation has a positive and significant effect on Marketing Performance. Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance.
The Effect of Price Perception and E-Wom on Purchase Decisions on the E-Commerce Platfrom Shopee Elang Handika Kartawinata; Mohamad Ikbal Santoso; Yusuf Yusuf; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 2 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i2.6863

Abstract

Purchasing behavior in the digital marketplace is shaped by several variables, notably consumers' perceptions of price and the influence of Electronic Word of Mouth (e-WOM). This research investigates the extent to which these two factors—price perception and e-WOM—affect consumer purchasing decisions on the Shopee platform, both individually and collectively. Employing a quantitative approach through structured surveys distributed to active Shopee users, this study applies multiple linear regression analysis to evaluate the relationships between the independent variables (price perception and e-WOM) and the dependent variable (purchase decisions). The findings demonstrate that both variables significantly and positively influence consumer purchasing behavior. The results underscore the importance of competitive pricing strategies and the strategic use of e-WOM in enhancing consumer engagement and driving sales performance on e-commerce platforms.
The Influence of Digital Marketing and Brand Awareness on Purchase Decision on Facetology Sunscreen Products in Shopee E-Commerce Salman Alfarizi; Rizki Rizki; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 1 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.6966

Abstract

This study examines the effect of brand awareness and digital marketing on purchasing decisions to buy Facetology sunscreen on E-commerce Shopee. A total of 385 respondents participated in this study, which used SEM SmartPLS. The results showed that purchasing decisions are positively and significantly influenced by digital marketing, positively and significantly influenced by brand awareness. This finding shows how important brand awareness and digital marketing are in influencing purchasing decisions to buy Facetology sunscreen on Shopee.
The Influence of Viral Marketing and Consumer Engagement on Purchase Intention of Fashion Products on TikTok Shop Dera Eka Safitri; Nindi kusnaedi; Siska Ernawati Fatimah; Soesanty Maulany
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7816

Abstract

High expectations for TikTok Shop as an e-commerce platform that can increase sales, but in reality, an average of around 1.2% complete transactions, resulting in a relatively low conversion rate. The focus of this research study is whether viral marketing and consumer engagement affect the purchase intention of fashion products on TikTok Shop. This study was conducted in Cirebon City with the research period in May 2025. The research variables studied are viral marketing (X1), consumer engagement (X2), and purchase intention (Y). The population of the city of Cirebon aged 20 to 41 years is set as the research population with a size of 134,143 individuals, and the sample size used is 399 individuals. This research study is classified as a quantitative study and the analysis used is Partial Least Square Structural Equation Modeling (SEM-PLS) with analysis conducted using SmartPLS. The results of the study show that all indicators meet the validity and reliability requirements suitable for analysis. The direct effect of X1 on Y is 0.220, which means an increase of one unit in X1 can increase Y by 22%, and the direct effect of X2 on Y is 0.608, which means an increase of one unit in X2 can increase Y by 60.8%. The hypothesis testing accepted that there is an influence between X1 and X2 on Y. The proportion of influence is on the coefficient of determination, which is 0.581 or 58.1%, meaning that about 41.9% is influenced by other factors.
The Influence of Content Marketing and E-Wom On Social Media On Purchasing Decisions at Kopi Roemah Kesambi Ninik Isropiani Nurohmah; Elsa Nurul Aliana; Soesanty Maulany
Return : Study of Management, Economic and Bussines Vol. 3 No. 6 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i6.236

Abstract

The development of the café business in Indonesia is currently growing rapidly, thus business people must be able to take advantage of the use of social media starting from promoting business on social media such as on Instagram and TikTok applications. Where users can share user experiences on their respective account channels.This study aims to analyze how marketing communication through Content Marketing and Electonic Word Of Mouth on social media is able to influence purchasing decisions at Kopi Roemah Kesambi.This type of research uses a quantitative methodology approach. The population of this study is an unknown number of Roemah Kesambi Coffee consumers. The data source used is primary data from the questionnaire disseminated. Samples were taken using incidental sampling methods using the Corchan Formula and obtained as many as 100 respondents. The data analysis techniques used are Validity, Reliability, Multiple Linear Regression Analysis and structural models measured using adjusted R square and hypothesis tests using SPSS statistical tool version 22. The results showed that Content Marketing had a positive effect on Roemah Kesambi's Coffee Purchase Decision. Elecronic Word Of Mouth has a positive influence on the purchase decision of Roemah Kesambi Coffee. This research can provide in-depth insight into the factors that influence the purchasing decisions of Roemah Kesambi Coffee consumers. These findings can be an important reference for business people and researchers to develop more effective marketing strategies.
The Effect of Product Quality, Product Price, and Brand Image on the Interest in Purchasing a Car at Toyota Auto2000 Cirebon Panca Nugraha; Ramlah Puji Astuti; Soesanty Maulany
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 1 (2026): Jan - Feb 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i1.3574

Abstract

Purpose: This study aims to analyze the effect of product quality, product price, and brand image on consumers' interest in purchasing cars at Toyota Auto2000 Cirebon. Design/methodology/approach: The study used an associative quantitative approach with an explanatory research design. Data were collected through a Likert scale questionnaire administered to 100 respondents using simple random sampling. Analysis was performed using multiple linear regression through SPSS, including validity, reliability, classical assumptions, t-test, and F-test. Findings: The results show that product quality, product price, and brand image have a positive and significant effect on purchase intention, both partially and simultaneously. Research limitations/implications: The study was limited to one dealer and a specific period of time, so generalizations are still limited. Practical implications: The results of this study can be used as a basis for formulating marketing strategies to increase consumer purchase intention. Originality/value: This study integrates product quality, price, and brand image into a single empirical model in the context of local automotive dealers. Paper type: Research paper
The Influence of Brand Personality, Brand Love, and Brand Image on Brand Advocacy (A Study of iPhone Users in Cirebon) Triyana Aldi Saprudin; Ramlah Puji Astuti; Soesanty Maulany
Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i3.1103

Abstract

This study aims to analyse the influence of brand personality, brand love, and brand image on brand advocacy among iPhone users in Cirebon City. Amid fierce competition in the premium smartphone market, the iPhone has managed to maintain high user loyalty despite not holding the largest overall market share. Using a quantitative approach with a cross-sectional design, data were collected from 259 respondents through purposive sampling and analysed using SmartPLS 4.0. The results of the study show that brand personality, brand love, and brand image simultaneously have a significant effect on brand advocacy, with a combined contribution of 74.3%. Partially, brand love proved to be the most dominant predictor, indicating that deep emotional attachment is more effective in driving voluntary advocacy behaviour than rational factors alone. Brand personality and brand image also contribute positively by strengthening users' self-expression and sense of social prestige. The implications of this study suggest that Apple's marketing strategy should continue to focus on strengthening emotional branding and maintaining its premium reputation. The primary limitation of this study lies in its geographical focus on a single local area; future studies are therefore recommended to expand demographic and geographic coverage for broader generalisability
Co-Authors Aang Curatman Auliya Safitri Dera Eka Safitri Elang Handika Kartawinata Elsa Nurul Aliana Fadel Muhamad Fernando Yoga Lesmana Gina Caesya Anugrah Harianto Harianto Hary Siswanto M. Sarudin May Dedu Misbak Mohamad Ikbal Santoso Muhammad Bintang Fathud Difa Muhammad Santoso Muhammad Santoso Nauval Ramadhan Nihayah Yustika Sari Nindi kusnaedi Ninik Isropiani Nurohmah Panca Nugraha Ramlah Puji Astuti Ramlah Puji Astuti Ramlah Puji Astuti Rara Indah Oktaviani Rizki Rizki Salis Naelal Asrifa Salman Alfarizi Shofiullah Shofiullah Siska Ernawati Fatimah Siti Amanah Siti Nurlaela Sony Sony Basrizal Triyana Aldi Saprudin Yuli Indriyani Yusuf Yusuf Zahwa Shofiyaturrahmah