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All Journal Sains: Jurnal Manajemen dan Bisnis Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen IJEBD (International Journal Of Entrepreneurship And Business Development) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Berdaya Mandiri JBMR: Journal of Business and Management Review Indonesian Community Service and Empowerment Journal (IComSE) Journal of Economics and Business UBS International Journal of Business, Economics, and Social Development Interdisciplinary Social Studies Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences Mabsya: Jurnal Manajemen Bisnis Syariah Prosiding Seminar Nasional Hasil-hasil Penelitian dan Pengabdian Pada Masyarakat Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Research of Social Science, Economics, and Management Journal Of Economic Sciences (Ekuisci) Asian Journal of Management, Entrepreneurship and Social Science ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat Joong-Ki DIMASEJATI:Jurnal Pengabdian Kepada Masyarakat
Ramlah Puji Astuti
Universitas Swadaya Gunung Jati
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Veterinary Other

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The Effect of Digital Literacy, Market Orientation, and Digital Marketing Capability on MSME Marketing Performance Harianto Harianto; Ramlah Puji Astuti; Soesanty Maulany
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2433

Abstract

This study explores how digital literacy, market orientation, and digital marketing capability affect the marketing performance of Food and Beverage MSMEs in Cirebon Regency. A quantitative method utilizing an associative research design was used to investigate the connections between the variables. The research included 100 MSME owners chosen via simple random sampling utilizing Slovin’s formula with a 10% margin of error. Data were collected using a structured questionnaire that utilized a five-point Likert scale and were analyzed via multiple linear regression with IBM SPSS software. The results demonstrate that digital literacy greatly improves marketing performance and stands out as the most impactful factor among the variables analyzed. Moreover, both market orientation and digital marketing capability show positive and substantial impacts on marketing performance. At the same time, the three variables together have a notable impact on the marketing performance of Food and Beverage MSMEs. These findings indicate that enhancing digital skills, refining market-driven business practices, and building digital marketing abilities are crucial strategies for boosting the competitiveness and marketing efficiency of MSMEs in a progressively digital business landscape
The Influence of Fear of Missing Out, Live Steaming Selling, and Influencer Marketing on Impulse Buying Behavior for Glad2glow Products on TikTok Shop Wulan Nopfianti; Ramlah Puji Astuti; Yono Maulana
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2436

Abstract

This study aims to examine the influence of FoMO, Live Streaming Selling, and Influencer Marketing on impulse purchases. A total of 154 respondents residing in CIAYUMAJAKUNING were selected as the study sample using an incidental non-probability sampling technique. The study population was the CIAYUMAJAKUNING community who had purchased Glad2glow products from TikTok Shop. The data was analysed with the help of SmartPLS 4.0 and structural equation modelling using PLS-SEM. With outer loadings > 0.70, AVE > 0.50, and composite reliability values > 0.70, all indicators satisfied the validity and reliability standards, according to the evaluation of the measurement model. There is a positive and statistically significant relationship between impulse buys and factors like FoMO, Live Streaming Selling (LSS), and Influencer Marketing (IM). To be more precise, impulse buying is positively and significantly impacted by FoMO (β = 0.396, t = 5.990, p = 0.000), Influencer Marketing (β = 0.378, t = 3.981, p = 0.000), and Live Streaming Selling (β= 0.157, t = 2.180, p = 0.029), the least significant of the three. Simultaneously, the structural model demonstrates strong explanatory power, as the three independent variables together account for 63.2% (  = 0.632) of the variation in impulse buying behavior, while the remaining 36.8% is influenced by other factors outside the study
Exploring The Impact of User Generated Content, Electronic Word of Mouth (E-WOM), and Brand Trust on Kahf Product Purchase Intent on Social Media Chairil Mustofa; Ramlah Puji Astuti
Journal of Economics and Business UBS Vol. 15 No. 4 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/8jsanp89

Abstract

The rapid development of social media has transformed consumer behavior in accessing information and making purchasing decisions. In the context of digital marketing, User-Generated Content (UGC), Electronic Word of Mouth (eWOM), and brand trust have become important factors influencing consumers’ purchase intentions. Although these variables have been widely studied, limited research has examined their combined effects on purchase intention within regional Indonesian markets, particularly for local brands such as Kahf. This study aimed to analyze the effects of UGC, eWOM, and brand trust on the purchase intention of Kahf products among social media users in Cirebon Regency and Cirebon City. Employing a quantitative approach with a survey method, data were collected from 234 Kahf product users through a Likert-scale questionnaire. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the hypothesized relationships among the constructs. The results indicated that all indicators met the validity and reliability criteria, confirming the adequacy of the measurement model. The R-square value of 0.631 indicated that UGC, eWOM, and brand trust collectively explained 63.1% of the variance in purchase intention, while the remaining variance was explained by other factors. The findings revealed that UGC, eWOM, and brand trust positively influenced consumers’ purchase intentions toward Kahf products. Among these variables, brand trust emerged as the most dominant factor shaping consumers’ purchase intentions. These findings highlight the importance of strengthening brand trust and optimizing user-generated content and digital communication-based marketing strategies to increase consumers’ purchase intentions.
Pengaruh Unique Selling Propostion, Kualitas Pelayanan, dan Citra Merek terhadap Kepuasan Pelanggan Kopi Kenangan Patmawati Patmawati; Ramlah Puji Astuti; Jefry Romdonny
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 6 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Juli - Agustus 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i6.9092

Abstract

Industri kopi siap saji di Indonesia menunjukkan perkembangan yang pesat, tetapi Kopi Kenangan di Kota Cirebon mengalami hambatan operasional seperti antrean yang panjang, waktu menunggu yang berlebihan, ketidakkonsistenan rasa, serta lebih dari 45 pelanggan di Google Maps. Meskipun Kopi Kenangan telah mengadopsi strategi Unique Selling Proposition (USP) dan sistem digital, peran USP dalam membangun kepuasan pelanggan di sektor kopi siap saji belum banyak dieksplorasi secara mendalam. Penelitian ini bertujuan untuk memberikan dampak Unique Selling Proposition (USP), kualitas pelayanan, dan citra merek pada kepuasan pelanggan Kopi Kenangan di Kota Cirebon. Penelitian ini diharapkan mampu memberikan wawasan baru terkait peran strategi diferensiasi dan mutu layanan dalam membentuk kepuasan konsumen di industri kopi siap saji. Penelitian ini menerapkan metode asosiatif kuantitatif dengan sampel sebanyak 150 responden pelanggan Kopi Kenangan di Kota Cirebon yang dipilih menggunakan teknik purposive sampling insidental. Analisis data dilakukan dengan PLS-SEM (Partial Least Squares - Structural Equation Modeling) berdasarkan kerangka teoritis Service-Dominant Logic. Temuan penelitian mengindikasikan bahwa USP memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan (β=0,499; t=11,744; p=0,000), kualitas pelayanan juga berpengaruh positif dan signifikan (β=0,328; t=6,271; p=0,000), serta citra merek berpengaruh positif dan signifikan (β=0,178; t=3,552; p=0,000). Ketiga variabel independen secara bersamaan mampu menjelaskan 55,7% variasi kepuasan pelanggan (R²=0,557), dengan USP sebagai faktor yang memberikan kontribusi terbesar. Penelitian ini menegaskan bahwa USP, kualitas pelayanan, dan citra merek secara signifikan mempengaruhi kepuasan pelanggan, di mana USP menjadi elemen paling dominan. Hasil ini dapat dijadikan acuan bagi manajemen Kopi Kenangan untuk memperbaiki strategi USP, meningkatkan kualitas layanan, dan memperkuat citra merek demi peningkatan kepuasan pelanggan.
The Effect of Electronic Word of Mouth and Online Customer Review on Purchase Decision Through Customer Trust on Erigo Products on the Shopee Platfrom Randy Gustiana Putra; Ramlah Puji Astuti; Yono Maulana
Indonesian Journal of Business Analytics Vol. 6 No. 4 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i4.16659

Abstract

This study aims to analyze the effect of electronic word of mouth and online customer reviews on purchase decisions through customer trust in Erigo products on the Shopee platform. The development of e-commerce has encouraged consumers to increasingly rely on digital information, such as user reviews and experiences, before making purchasing decisions. In online transactions, however, consumer trust plays a crucial role in influencing purchase decisions. This research employed a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to consumers who had purchased Erigo products on Shopee. Data analysis was conducted using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software through the evaluation of the measurement model (outer model) and structural model (inner model). The results indicate that electronic word of mouth and online customer reviews have a positive effect on customer trust. Furthermore, electronic word of mouth, online customer reviews, and customer trust also positively influence purchase decisions. Customer trust was found to play a mediating role in the relationship between electronic word of mouth and online customer reviews and purchase decisions. These findings suggest that the quality of digital information shared by other consumers can enhance trust and encourage purchasing decisions on e-commerce platforms.
THE INFLUENCE OF INFLUENCER CREDIBILITY, ONLINE REVIEWS AND PROMOTIONAL ATTRACTIVENESS ON CUSTOMER TRUST IN THE TOKOPEDIA PLATFORM Muhamad Reza; Ramlah Puji Astuti; Farah Noor Ayuningtyas
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): Edisi Mei - Agustus 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7741

Abstract

This study aims to analyze the influence of influencer credibility, online reviews, and promotional appeal on customer trust in the Tokopedia e-commerce platform, with a focus on Generation Z college students in Cirebon. The study employs a quantitative approach with a causal research design to test the relationships among the variables. The study sample consisted of 250 respondents selected using purposive sampling based on the criteria of being active college students, Tokopedia users, and having been exposed to influencer content, online reviews, or Tokopedia promotional programs. Research data were collected through a questionnaire using a five-point Likert scale and analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The analysis stages included testing the measurement model through an evaluation of construct validity and reliability, which encompassed outer loading, Average Variance Extracted (AVE), Composite Reliability (CR), and Cronbach’s alpha, as well as testing the structural model through path coefficient analysis using the bootstrapping technique with 5,000 subsamples. The results indicate that influencer credibility (β = 0.332; p < 0.01), online reviews (β = 0.436; p < 0.001), and promotional appeal (β = 0.229; p < 0.01) have a positive and significant effect on customer trust. Among the three independent variables, online reviews made the most significant contribution to increasing customer trust. Furthermore, the research model explains 95.6% of the variation in customer trust (R² = 0.956), indicating that the model’s explanatory power falls into the “very strong” category. The findings suggest that effective management of online reviews, selection of highly credible influencers, and the development of compelling promotional strategies are key factors in strengthening user trust in Tokopedia. However, this study has limitations regarding its sample scope, which focuses only on the city of Cirebon; therefore, future research is recommended to expand the study area, respondent characteristics, and analyzed variables to improve the generalizability of the research results.
Co-Authors Afronjiah, Afronjiah Agustina Agustina Akbar Winasis Apri Dwi Astuti Apsari, Sindi Salsa Arie Purnomo Chairil Mustofa Devi Ika Afriani Diana Octa Farah Noor Ayuningtyas Firman Hidayat Firman Hidayat Ghisya Siti Rochmah Hannah Faulia Harianto Harianto Hesty Rachma Yanti Hestya Damayanti, Suci Indah Permatasari Iqbal, Fariz Jefry Romdonny Jihan Rhaudhatul Jannah Kartono , Kartono Kartono Mario Simbolon Moh Yudi Mahadianto Muhamad Amirulloh, Muhamad Muhamad Reza Muhammad Akbar Kadapi Nugraha, Maulana Alip Nurdiyanto Nurfadilah , Sintia Panca Nugraha Patmawati Patmawati Prihatiningsih, Rahayu Rahmadi Rahmadi Rahmadi Randy Gustiana Putra Rendy Yogista Wihardi Rifa Rohidatul Aisya Rissa Nur Aisy Ro’atinah Ro’atinah Ryana Noer Kholiazmi Sabrina Diva Amaliah Sarabila, Fathiya Satria Adi Septi Apriliyanti Serin Anasya Sintia Nurfadilah Siska Fidia Lestari Siti Amanah Siti Kumayah Soesanty Maulany Sri Riyanti Suci Hestya Damayanti Suestri Sugianti, Rosita Tiara Muthiarsih Tri Rizky Suparman, Amelia Triyana Aldi Saprudin Wulan Nopfianti Yono Maulana Yono Maulana Maulana Yunita Yunita