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All Journal Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Jurnal Mantik Buana Ilmu International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Enrichment : Journal of Management BUDGETING : Journal of Business, Management and Accounting Jurnal Ekonomi International Journal of Applied Finance and Business Studies Service Management Triangle : Jurnal Manajemen Jasa Jurnal Pijar : Studi Manajemen dan Bisnis Marketgram Journal West Science Business and Management Jurnal Bisnis dan Manajemen West Science
Syifa Pramudita Faddila
Universitas Buana Perjuangan Karawang
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Hedonic Shopping Motivation Dan Sales Promotion Terhadap Impulse Buying Produk Erigo Pada Aplikasi Shopee (Studi Pada Mahasiswa Manajemen Angkatan 2018 Universitas Buana Perjuangan Karawang) Rindiyani Julia Setiasih; Citra Savitri; Syifa Pramudita Faddila
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 6 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.3018

Abstract

Perkembangan teknologi saat ini semakin pesat dengan munculnya e-commerce sebagai sarana transaksi online. Salah satunya shopee yang menjadi e-commerce terbaik di Indonesia. Tidak heran jika konsumen memilih untuk menggunakan shopee sebagai tempat transaksi jual beli online bagi masyarakat terutama untuk pembelian produk erigo.Tujuan dari penelitian ini adalah untuk mengetahui pengaruh hedonic shopping motivation dan sales promotion terhadap impulse buying produk Erigo pada aplikasi shopee. Penelitian ini dilakukan di Universitas Buana Perjuangan Karawang Fakultas Ekonomi Dan Bisnis angkatan 2018 dengan sampel sebanyak 101 responden. Variabel yang digunakan pada penelitian ini meliputi hedonic shopping motivation, sales promotion sebagai variabel independent dan impulse buying sebagai variabel dependen. Teknik analisis data mengguanakan analisis regresi linear berganda. Hasil penelitian ini menunjukan bahwa variabel hedonic shopping motivation berpengaruh positif dan signifikan terhadap variabel impulse buying, variabel sales promotion berpengaruh positif dan signifikan terhadap variabel impulse buying, dan hedonic shopping motivation dan sales promotion bersama-sama berpengaruh signifikan terhadap perilaku impulse buying.
Model Integrated Marketing Communication Dalam Meningkatkan Keputusan Pembelian Produk Kopi Sanggabuana Khas Karawang Syifa Pramudita Faddila; Neni Sumarni
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 4 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i4.1751

Abstract

Kopi Sanggabuana merupakan kopi asli khas Kabupaten Karawang yang diproduksi di Desa Mekarbuana. Kualitas kopi mampu bersaing dengan kopi lainnya, namun kegiatan promosi belum dilakukan secara maksimal. Penelitian ini bertujuan untuk mengetahui model integrated marketing communication dalam meningkatkan keputusan pembelian yang dapat diimplementasikan pada Kopi Sanggabuana. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Populasi dalam penelitian ini yaitu masyarakat Kabupaten Karawang yang berusia >15 tahun, dengan jumlah sampel sebanyak 70 responden. Penelitian dilakukan dengan menggunakan metode regresi linier berganda dengan menggunakan data primer berupa kuesioner. Hasil analisis didapatkan Sales Promotion, Personal Selling, serta Public Relation and Publicity yang berpengaruh terhadap keputusan pembelian, tapi hanya Sales Promotion dan Personal Selling yang dapat meningkatkan keputusan pembelian produk Kopi Sanggabuana. Sedangkan secara simultan, integrated marketing communication berpengaruh terhadap keputusan pembelian.
What Does Gen Z See That Can Influence Their Interest In Visiting Indonesia? Study on Instagram @WonderfullIndonesia Syifa Pramudita Faddila; Agus Rahayu; Heny Hendrayati
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 2 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i2.3872

Abstract

Indonesia is one of the countries with the most beautiful tourist destinations in the world. Its beauty must be introduced to all tourists, especially local tourists from the younger generation. This research aims to find out what variables attract the attention of Generation Z when they want to visit tourist attractions, especially after seeing the Instagram account @WonderfullIndonesia. The research involved 180 Generation Z student respondents in Karawang. Data that was collected through a questionnaire distributed using Google Forms was analyzed using SEM-PLS. The research results show that Generation Z's interest in visiting pays attention to eWOM, green marketing, and lifestyle variables. Even though social media marketing activity does not influence visiting interest, it is still a factor that must be considered.
How Does Mixue's Guerilla Marketing Influence Purchasing Decisions? Mediation Analysis Of Brand Awareness In Higher Education Students Syifa Pramudita Faddila; Neni Sumarni
West Science Business and Management Vol. 1 No. 05 (2023): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v1i05.508

Abstract

The number of Mixue outlets has rapidly spread in Indonesia since 2020, creating a stigma in the community that Mixue is a "Malaikat Pencatat Ruko Kosong". The availability of many Mixue outlets located in almost every region in the city/regency of Indonesia affects the decision-making process of consumers to be interested in buying Mixue products. This study aims to determine the influence of guerilla marketing on purchasing decisions through brand awareness. The quantitative research method with the student population of the Management Study Program of Buana Perjuangan University Karawang amounted to 3,017 students, while the sample used was 76 students. The analysis used uses SEM. The analysis results prove that guerilla marketing affects brand awareness but does not affect purchasing decisions directly. Brand awareness influences purchasing decisions. Brand awareness is proven to mediate the influence of guerilla marketing on Mixue's product purchase decisions.
The Influence of Marketing Communication and Affiliate Marketing on Product Purchase Intention on Instagram @swulann01 Melinia Yanuar; Citra Savitri; Syifa Pramudita Faddila
West Science Business and Management Vol. 2 No. 02 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i02.885

Abstract

The problem in this study is the decline in the performance of Sri Wulan's Shopee affiliate program in recent months, which is inversely proportional to the Insight profile and Instagram story and even Sri Wulan's followers who continue to increase every month. This study aims to determine how influential and significant the variables of marketing communication and marketing affiliation are on product purchase interest on Sri Wulan's Instagram, where marketing communication here focuses on Shopee affiliate marketing Instagram Sri Wulan as an affiliator in the field of fashion style. The method used in this research is quantitative with the Structural Equation Model (SEM) analysis tool using Smart-PLS software version 4. The sample collection technique in this research uses non-probability sampling, namely purposive sampling using the Slovin formula, so that the sample results are 400 respondents with a Likert scale. Based on the results of hypothesis testing, it is found that there is a significant relationship between marketing communication on buying interest in fashion products, there is also a significant relationship between affiliate marketing on buying interest in fashion products for followers of Sri Wulan's Instagram account (@swulann01).
The Influence of Product Quality, Brand Image and Lifestyle on Iphone Purchasing Decisions For Generation-Z in Karawang Haekal Fitrayassa; Citra Savitri; Syifa Pramudita Faddila
West Science Business and Management Vol. 2 No. 02 (2024): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v2i02.901

Abstract

In Indonesia, the iPhone became the ruler of the smartphone market share of 11.81%. However, the iPhone has a relatively expensive price for teenagers or gen-z, although with a high price there are still many who crave this smartphone, this study aims umtuk determine the extent to which product quality, brand image, and lifestyle affect iPhone purchasing decisions in Generation-z in Karawang. This study uses a quantitative approach. The population studied based on domicile in Karawang, the number of samples used as many as 200 respondents. The determination of sampling technique in research is nonprobability sampling through purpose sampling. The results of this study stated that the quality of product brand image and lifestyle significantly influence the decision to buy an iPhone in Generation-z in Karawang. Further research may consider other factors such as cultural influences, social environment and price competitiveness in influencing iPhone purchase decisions.
Pengaruh Kepuasan Transaksi Belanja Online Dan Kepercayaan Konsumen Terhadap Sikap Konsumen E-Commerce (Kasus Pada Pembelian Produk Shopee Di Kalangan Generasi Z Dusun Ciherang, Karawang Abdullah Fatah; Citra Savitri; Syifa Pramudita Faddila
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10099

Abstract

The advancement of information and communication technology in the digital era has revolutionized societal consumption patterns, with online shopping platforms such as Shopee emerging as the preferred choice. This study examines the factors influencing consumer attitudes towards Shopee utilizing a quantitative approach and employing a multiple regression model. From a population of 143 Generation Z individuals in Ciherang village, Karawang, a sample of 105 participants was selected. The results underscore the pivotal role and mutual interaction of transaction satisfaction and consumer trust in shaping consumer attitudes towards the Shopee platform. The findings reaffirm the necessity of emphasizing consumer satisfaction and trust to bolster support for e-commerce, as well as the significance of integrated efforts to cultivate a robust relationship in the context of online shopping.
Pengaruh Brand Awareness dan Brand Image terhadap Minat Beli Konsumen pada Jeans Brand Jiniso di Marketplace Shopee Salma Aulia Mulyawati; Citra Savitri; Syifa Pramudita Faddila
Jurnal Bisnis dan Manajemen West Science Vol 3 No 03 (2024): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v3i03.1557

Abstract

Jiniso, sebuah merek fashion lokal yang tengah populer di kalangan generasi milenial, telah berhasil menciptakan kesadaran dan citra yang positif di berbagai platform media sosial, menjadi salah satu strategi pemasaran yang menarik bagi konsumen. Penelitian ini bertujuan untuk meneliti apakah kesadaran merek dan citra merek memiliki dampak terhadap minat beli konsumen terhadap produk jeans Jiniso secara online di platform Shopee. Metode penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan sampel non-probabilitas menggunakan metode purposive sampling dengan menggunakan rumus Hair, dengan jumlah sampel sebanyak 100 responden. Data yang diperoleh kemudian dianalisis menggunakan uji asumsi. Populasi penelitian ini adalah mahasiswa dari Universitas Buana Perjuangan Karawang, terutama dari Fakultas Ekonomi dan Bisnis Program Studi Manajemen, yang mengenal merek jeans Jiniso. Hasil penelitian menunjukkan bahwa kesadaran merek dan citra merek secara parsial memiliki pengaruh signifikan terhadap minat beli produk jeans Jiniso di platform Shopee. Dengan demikian, dapat disimpulkan bahwa kesadaran merek dan citra merek memiliki pengaruh besar terhadap minat beli produk jeans Jiniso di platform Shopee.
Ekplorasi Pengalaman Konsumen Melalui Strategi Komunikasi Pemasaran Word Of Mouth (WOM) Pada Event Organizer Dewa Entertainment Karawang Dewi Ratna Suminar; Citra Savitri; Syifa Pramudita Faddila
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 6 No. 3 (2025): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v6i3.7655

Abstract

Industri event organizer di Indonesia berkembang pesat seiring meningkatnya kebutuhan akan pengalaman acara yang unik dan berkesan. Dewa Entertainment di Karawang mengandalkan strategi Word of Mouth (WOM) sebagai pendekatan pemasaran utama untuk meningkatkan kepercayaan dan loyalitas pelanggan. Namun, masih terdapat kesenjangan dalam pemahaman mengenai bagaimana pengalaman konsumen terbentuk melalui strategi ini.Penelitian ini bertujuan untuk mengeksplorasi pengalaman konsumen melalui penerapan strategi komunikasi pemasaran WOM pada Dewa Entertainment. Metode penelitian menggunakan pendekatan kualitatif dengan triangulasi data, melalui wawancara mendalam dengan lima informan, termasuk satu manajer pemasaran dan empat pelanggan yang memiliki pengalaman langsung. Hasil penelitian menunjukkan bahwa strategi WOM menciptakan pengalaman konsumen yang melibatkan lima dimensi utama, yaitu sense, feel, think, relate, dan act. Elemen layanan personalisasi, dekorasi kreatif, suasana nyaman, dan insentif berupa diskon atau cashback terbukti efektif dalam membangun hubungan emosional, meningkatkan kepuasan pelanggan, serta memperluas jaringan pelanggan melalui rekomendasi positif. Kesimpulan dari penelitian ini adalah bahwa strategi WOM memainkan peran kunci dalam membentuk pengalaman konsumen yang berkesan, meningkatkan loyalitas pelanggan, dan memperkuat citra Dewa Entertainment sebagai penyedia jasa event organizer terpercaya. Penelitian ini memberikan wawasan bagi pengembangan strategi pemasaran berbasis pengalaman pada industri jasa lainnya.
Co-Authors Abdullah Fatah Agus Rahayu Ahmad Maulana Yusuf Aimmatul Khulwani Citra Savitri Citra Savitri Savitri Darma Karen Yudhistira Desniyanti Manik Dewi Ratna Suminar Dita Agustia Ellin Permatasari Ery Rosmawati Haekal Fitrayassa Heny Hendrayati Herni Herni Ina Krissina Yuliani Irma Nurul Ulfaida Khoerul Ambiya Kris Monica Silitonga Laras Ratu Khalida Latifah Istiqomah Leo Abdul Azis Melinia Yanuar Muhamad Paisal Aristama Muhammad Akmal Rizki Faiz Muhammad Arrizky Ilham As’ad Muhammad Nuch Ghifffary Herawan Neni Sumarni Netti Nurlenawati Putri Widia Ningsih Raka Fahrizal Irwansyah Rindiyani Julia Setiasih Rizky Maulana Robby Fauji Salma Aulia Mulyawati Santi Pertiwi Hari Sandi Sihabudin Sihabudin Uus Mohammad Darul Fadli Yuni Yuliantika Yunita Eka Sari