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All Journal JURNAL PENDIDIKAN TAMBUSAI Journal on Education Accounting and Management Journal Jurnal Manajemen Jurnal Pengabdian kepada Masyarakat Nusantara DEVOSI Jurnal Manajemen dan Profesional Co-Value : Jurnal Ekonomi, Koperasi & Kewirausahaan Golden Ratio of Mapping Idea and Literature Format Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Jurnal Ekonomi Trisakti Journal of Innovation Research and Knowledge Journal of Social And Economics Research Jurnal Ekonomi Utama (Juria) JURNAL ABDIKARYASAKTI Business and Entrepreneurial Review Media Riset Akuntansi Auditing & Informasi Media Riset Bisnis & Manajemen Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Golden Ratio of Data in Summary PERMANA : Jurnal Perpajakan, Manajemen, dan Akuntansi Journal of Management and Creative Business Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Advances in Management & Financial Reporting Advances: Jurnal Ekonomi & Bisnis
Fatik Rahayu
Universitas Trisakti
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE BEHAVIOUR BRAND KOSMETIK Alisha Rahmadhanti; Fatik Rahayu
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.983

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap purchase behaviour brand kosmetik. Penelitian ini menguji lima variabel, yaitu trustworthiness, expertise, attractiveness, dan congruence yang memengaruhi credibility of celebrity, serta pengaruh credibility of celebrity terhadap purchase behaviour. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 200 responden yang aktif di media sosial dan pernah melihat promosi kosmetik oleh selebriti. Hasil analisis menggunakan Structural Equation Modeling (SEM) menunjukkan bahwa credibility of celebrity dan congruence berpengaruh signifikan terhadap purchase behaviour. Trustworthiness dan attractiveness berpengaruh positif terhadap credibility of celebrity, sedangkan expertise tidak berpengaruh signifikan. Penelitian ini merekomendasikan perusahaan kosmetik untuk memilih endorser yang dipercaya dan menarik secara visual, serta relevan dengan citra produk. Saran untuk penelitian selanjutnya adalah mempertimbangkan variabel moderasi seperti consumer involvement.
Anteseden dari Niat Pembelian pada Generasi Z di Indonesia Zahwa Dhia Aulia; Brenda Widjaja; Yustian Frendy; Fatik Rahayu
JURNAL AKUNTANSI DAN MANAJEMEN Vol 10 No 1 (2026): Accounting and Management Journal
Publisher : Universitas Nahdlatul Ulama Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/amj.v10i1.8954

Abstract

This study aims to analyze the impact of social media influencer endorsements on TikTok on the purchase intentions of Generation Z in Indonesia, with brand awareness and perceived value serving as organism variables. The research is grounded in the Stimulus-Organism-Response (SOR) theory, wherein influencer endorsements act as the stimulus, brand awareness and perceived value function as the organism, and purchase intention represents the response. Primary data were collected through questionnaires from 267 respondents—Generation Z individuals who actively use TikTok and have been exposed to endorsement content—using a purposive sampling technique. The data were analyzed using Structural Equation Modeling (SEM) with the AMOS program. The results indicate that social media influencer endorsements do not have a direct effect on purchase intention. The findings suggest that such endorsements are insufficient to drive purchase intention directly without mediating or moderating variables, such as brand trust or brand attitude. This study contributes theoretically to the development of Stimulus-Organism-Response (SOR) theory within the context of digital marketing and offers practical implications for marketing managers in designing more effective influencer marketing strategies.
ANTESEDEN DAN KONSEKUENSI DARI CUSTOMER ATTITUDE DALAM INDUSTRI SKINCARE DI INDONESIA Azra Zinedine Rahman; Fatik Rahayu
Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi Vol. 5 No. 1 (2025): MARET : Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimea.v5i1.875

Abstract

The skincare industry in Indonesia is experiencing rapid growth, driven by social media and the preferences of Generation Z and Millennials. This study examines the influence of influencer credibility, influencer attractiveness, and online customer reviews on consumer attitudes, as well as their impact on brand awareness, brand loyalty, and repurchase intention. Using a quantitative approach, a survey was conducted with 209 respondents who follow beauty influencers and purchase recommended products. Structural Equation Modeling (SEM) analysis reveals that influencer credibility and online customer reviews significantly influence consumer attitudes, leading to increased brand awareness and brand loyalty. However, influencer attractiveness does not have a significant effect on consumer attitudes. Furthermore, brand awareness positively contributes to repurchase intention, while brand loyalty does not show a significant impact. These findings provide insights for companies to optimize influencer-based marketing strategies in the increasingly competitive beauty industry.
Pengaruh Eco-Friendly Practices, Green Image, Dan Brand Attachment Terhadap Brand Advocacy Dan Brand Loyalty Generasi Z Pada Industri Coffee Shop Miftahul Jannah; Faiq Wijanarko; Fatik Rahayu
Jurnal Ekonomi Manajemen dan Bisnis Vol. 6 No. 1 (2025): JURNAL EKONOMI MANAJEMEN DAN BISNIS
Publisher : PROGRAM PASCA SARJANA MAGISTER MANAJEMEN INSTITUT TEKNOLOGI DAN BISNIS ASIA MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jubis.v6i1.2533

Abstract

This study explores the impact of Eco-Friendly Practices (EFP) implementation in Indonesian coffee shops on green image, brand attachment, brand advocacy, and brand loyalty among Generation Z. Using a quantitative approach, data were collected through a survey of 110 Generation Z respondents visiting environmentally friendly coffee shops. The findings reveal that EFP significantly influences green image and brand attachment. Furthermore, brand attachment positively affects brand advocacy and loyalty. These results emphasize the importance of EFP as a sustainable business strategy that not only supports environmental preservation but also strengthens consumers' emotional connection and loyalty to the brand. This research is expected to serve as a reference for café owners in formulating environmentally friendly business strategies to attract younger consumers.
Pengaruh Congruence terhadap Online Impulse Buying Intentions pada Coffee Shop Ramah Lingkungan Grace Shella Chintya Renata Riwu; Silvia Phiong; Fatik Rahayu
Journal of Management and Creative Business Vol. 4 No. 2 (2026): : Journal of Management and Creative Business
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/jmcbus.v4i2.7611

Abstract

The rapid growth of social media and influencer marketing has significantly changed consumer purchasing behavior, particularly in environmentally friendly coffee shops. This study aims to analyze the influence of consumer–influencer congruence, consumer–product congruence, and influencer–product congruence on online impulse buying intentions in eco-friendly coffee shops in Indonesia. This research employed a quantitative approach using an online survey distributed to 200 Generation Z respondents who actively use social media and have purchased eco-friendly coffee shop products after being exposed to influencer promotions. Data were analyzed using Structural Equation Modeling (SEM) to examine the relationship between the variables. The results indicate that consumer–influencer congruence positively influences online impulse buying intentions. Consumer–product congruence was found to be the most dominant factor affecting impulsive buying behavior. These findings demonstrate that the alignment between consumer self-image, influencer characteristics, and product image plays an important role in enhancing the effectiveness of digital marketing strategies in environmentally friendly coffee shops, particularly in attracting Generation Z consumers.
Market Segmentation and Targeting Analysis for Online Food Delivery in Jabodetabek, Indonesia Naila Aulia; Nafila Nuraini Akhmad; Kahti Ramadhia; Fatik Rahayu
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1555

Abstract

This study examines market segmentation and targeting strategies for online food delivery applications in Jabodetabek. It employs primary data collected through online questionnaires from 150 active users of food delivery apps, aged 17 and above, who used the services at least three times in the past month. The research utilizes a descriptive approach with hierarchical and K-means cluster analysis to segment users based on demographic and psychographic characteristics, focusing on the 7P marketing mix attributes. The results reveal two distinct market segments, with the first segment, characterized by a high preference for convenience and accessibility, identified as the most promising target due to its higher mean score (3.98) for using apps when time-constrained or hungry. This segment values practical features like real-time order tracking and diverse menu options. The findings indicate that users prioritize ease of use, promotional offers, and professional courier services, with less sensitivity to price when service quality is satisfactory. The study highlights the importance of understanding consumer preferences for tailored marketing strategies in the competitive food delivery industry.
Analyzing Laptop Brand Positioning in Indonesia: A Perceptual Mapping Approach Citra Adinda; Rivana Syahira; Kahti Ramadhia Risde; Fatik Rahayu
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1823

Abstract

The rapid growth of Indonesia's laptop market has intensified competition among brands like ASUS, Lenovo, Acer, HP, and Axioo, necessitating effective positioning strategies to capture consumer preferences. This study aims to identify key attributes influencing consumer perceptions, analyze the positioning of these five laptop brands, and propose strategies to enhance their competitiveness. Using discriminant analysis and perceptual mapping, data were collected from 150 respondents via online surveys, focusing on attributes such as price, performance, design, screen quality, battery life, weight, and service center availability. Findings reveal that screen quality (dimension one, -0.83) and performance (dimension two, 0.873) are the most critical attributes. ASUS emerges as the market leader, excelling in screen quality, performance, service center, and weight. At the same time, Lenovo leads in price and battery life, Acer in performance, and Axioo and HP in screen quality and weight. Recommendations include ASUS improving design and battery life, Axioo enhancing performance and service centers, Lenovo upgrading design and performance, Acer addressing price and battery life, and HP focusing on performance and service accessibility. This research contributes to marketing literature on brand positioning and offers managerial insights for strengthening brand competitiveness in Indonesia's dynamic laptop market.
ChatGPT as a Shopping Assistant: Effects of Perceived Ease of Use, Perceived Usefulness, Anthropomorphism, and Navigation on Satisfaction and Purchase Intention Acep Rifki Permana; Muhammad Raihan Suprapto; Mukri Hidayatullah; Fatik Rahayu
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 4 (2026): August – October
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i4.2681

Abstract

In the context of ChatGPT as a shopping assistant in Indonesia, this research investigates the correlations between satisfaction and factors such as perceived utility, anthropomorphism, ease of use, and navigation, as well as the link between satisfaction and buy intention. Using the Technology Acceptance Model (TAM), the research takes into account functional perceptions in addition to conversational AI's human-like and interaction-related traits. The data were analysed using structural equation modelling (SEM) with AMOS from a quantitative, cross-sectional survey that was administered to 200 participants. The findings show that elements such as perceived utility, anthropomorphism, and navigation are positively and substantially linked to satisfaction. There is a positive correlation between perceived ease of use and satisfaction, however the link is not statistically significant (β = 0.135, p = 0.063). Having a positive and substantial association with purchase intention (β = 0.537, p < 0.001) constitutes satisfaction. It turns out that four out of five possibilities are correct. According to the results, in this particular sample, features connected to interactions and practical utility are linked to satisfaction, although simplicity of use by itself does not show any statistical significance. Caution is required due to the study's cross-sectional methodology and conflicting model-fit results, but it does expand the applicability of TAM to conversational shopping help in Indonesia.
Pengaruh Pemasaran Media Sosial terhadap Niat Beli Produk Fashion di Indonesia Hatta Deviandra Mulyadi; Reizo Muhammad Devin Arandyan; Fatik Rahayu
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 6 (2026): November: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i6.2970

Abstract

The development of social media has transformed marketing strategies in Indonesia's fashion industry, particularly in building brand image and increasing consumer purchase intention. This study aims to analyze the effects of social media marketing on brand image and purchase intention, as well as the effect of brand image on fashion product purchase intention. A quantitative approach was employed through a survey involving 103 respondents selected using purposive sampling. Data were analyzed using covariance-based Structural Equation Modeling (SEM) with AMOS. The results indicate that social media marketing has positive and significant effects on brand image and consumer purchase intention. Conversely, brand image does not significantly affect purchase intention. These findings suggest that social media marketing activities play a more direct role in encouraging purchase intention than brand image. Therefore, fashion industry businesses should develop informative, engaging, and interactive marketing content to strengthen brand perceptions and more effectively increase consumer interest in products offered through digital platforms.
Co-Authors Acep Rifki Permana Adi Sukmanti Adiati Hardjanti Afifah Wulandari Alisha Rahmadhanti Alpha Janitra Firdaus Alpha Janitra Firdaus Alvania Ayuningtyas Amalina, Nurhafifah Anisya Dewi Kusmardianto Ayu Ekasari Azra Zinedine Rahman B. Medina Nilasari Bagus Triaditya Putra Brenda Widjaja Brina Sitanggang De Gala Cicilia Bangun Citra Adinda Darra Pradita Hidayat Dhafa Zulfikar Alfarissy Mawardi Dian Octaviani Etty Murwaningsari Fadhel Audia Yusran Faiq Wijanarko Grace Intan Irinawati Grace Shella Chintya Renata Riwu Gunarto Gunarto Hatta Deviandra Mulyadi Ice Nasyrah Noor Iis Afriani Rachman Iis Afriani Rachman Juber Bornop Sibagariang Kahti Ramadhia Kahti Ramadhia Risde Khansa Fara Wijanarko Khansa Naila Supriyanto Kurniawati Kurniawati Luki Adiati Pratomo Lux Firdaus Fauzi Marshella Shafira Putri Siwalette Miftahul Jannah Miracle Arnold Mochammad Rizky Adhirajasa Muhamad Yusuf Barkah Muhammad Raihan Suprapto Muhammad Ridho Sanjaya Muhammad Rizky Ananda Mukri Hidayatullah Nabila Azzahra Ramadhina Nafila Nuraini Akhmad Naila Aulia Naufal Fanal Lubis Netania Emilisa Prita Pramesti Putri Ramadhani Refiana Andriani Reizo Muhammad Devin Arandyan Repsa Haularizki Rivana Syahira Sabina Keyla Aisha Safira Hanun Amira Santosa, Wahyuningsih Silvia Phiong Sistya Rachmawati Slamet Wiyono Soeharjoto, Soeharjoto Sofie Tiana Agnesia Tiana Agnesia Wafa Azzahra Hassya Harahap Windhy Puspitasari Yaneva Anindita Dwi Cahyaningrum Yustian Frendy Zahwa Dhia Aulia