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All Journal Jurnal Darma Agung Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management
Muhammad Anggia Muchtar
Program Studi S1 Teknologi Informasi Fakultas Ilmu Komputer dan Teknologi Informasi Universitas Sumatera Utara
Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences

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PENGARUH MEDIA SOSIAL INSTAGRAM UNTUK MENINGKATKAN BRAND AWARENESS MELALUI CUSTOMER ENGAGEMENT Kudadiri, Maysarah Sabariah; Situmorang, Syafrizal Helmi; Muchtar, Muhammad Anggia
JURNAL DARMA AGUNG Vol 32 No 6 (2024): DESEMBER
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Darma Agung (LPPM_UDA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46930/ojsuda.v32i6.5173

Abstract

Perkembangan teknologi digital, khususnya media sosial, telah mengubah cara perusahaan berinteraksi dengan konsumen. Pane Orchid Garden masih mengandalkan pemasaran tradisional dan belum memanfaatkan media sosial secara optimal untuk meningkatkan kesadaran merek. Penelitian ini bertujuan untuk menganalisis pengaruh media sosial Instagram terhadap kesadaran merek dan keterlibatan pelanggan di Pane Orchid Garden, Medan. Metode yang digunakan adalah survei dengan purposive sampling, serta analisis deskriptif dan SEM-PLS untuk menguji hubungan antara Instagram, keterlibatan pelanggan, dan kesadaran merek. Hasil penelitian menunjukkan bahwa Instagram berpengaruh positif signifikan terhadap kesadaran merek (p-value = 0,000, t-statistik = 4,814) dan keterlibatan pelanggan (p-value = 0,000, t-statistik = 28,126). Keterlibatan pelanggan juga berperan sebagai mediator yang memperkuat pengaruh Instagram terhadap kesadaran merek (p-value = 0,000, t-statistik = 5,581). Temuan ini menegaskan bahwa Instagram efektif meningkatkan kesadaran merek melalui peningkatan keterlibatan pelanggan. Oleh karena itu, disarankan agar Pane Orchid Garden memaksimalkan penggunaan Instagram dengan memperbanyak konten menarik dan meningkatkan interaksi dengan pengikut untuk memperkuat hubungan dengan pelanggan serta meningkatkan kesadaran merek.
The Effect of Visual Merchandise on Impulse Buying with Emotional Response as an Intervening Variable in the Marketplace Kaban, Karina Putri; Rini, Endang Sulistya; Muchtar, Muhammad Anggia
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.648

Abstract

This study aims to analyze the effect of visual merchandise on impulse buying, with emotional response serving as a mediating variable among Shopee marketplace users in Medan City. The research employs a quantitative method using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. Data were collected through questionnaires distributed to 91 active Shopee users. The results indicate that visual merchandise has a positive effect on impulse buying, both directly and indirectly through emotional response. Visual elements such as page design, product image quality, interactive promotions, and digital store navigation are proven to evoke positive emotions, including pleasure, urgency, and self-confidence. These emotional responses strengthen the tendency toward spontaneous purchasing without rational consideration. The findings confirm that emotional experience plays a crucial role in linking visual strategies to consumers’ impulsive buying behavior. Therefore, visual strategies function not only as aesthetic elements but also as effective psychological tools for enhancing consumer engagement and impulsive purchase decisions in the marketplace.
The Effect of Visual Merchandise on Impulse Buying with Emotional Response as an Intervening Variable in the Marketplace Kaban, Karina Putri; Rini, Endang Sulistya; Muchtar, Muhammad Anggia
Majapahit Journal of Islamic Finance and Management Vol. 5 No. 4 (2025): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v5i4.648

Abstract

This study aims to analyze the effect of visual merchandise on impulse buying, with emotional response serving as a mediating variable among Shopee marketplace users in Medan City. The research employs a quantitative method using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. Data were collected through questionnaires distributed to 91 active Shopee users. The results indicate that visual merchandise has a positive effect on impulse buying, both directly and indirectly through emotional response. Visual elements such as page design, product image quality, interactive promotions, and digital store navigation are proven to evoke positive emotions, including pleasure, urgency, and self-confidence. These emotional responses strengthen the tendency toward spontaneous purchasing without rational consideration. The findings confirm that emotional experience plays a crucial role in linking visual strategies to consumers’ impulsive buying behavior. Therefore, visual strategies function not only as aesthetic elements but also as effective psychological tools for enhancing consumer engagement and impulsive purchase decisions in the marketplace.
Co-Authors Endang Sulistya Rini Kaban, Karina Putri Kudadiri, Maysarah Sabariah Situmorang, Syafrizal Helmi