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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science MIX : Jurnal Ilmiah Manajemen Journal of Consumer Sciences JMM (Jurnal Masyarakat Mandiri) Sosio e-kons Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi JABE (Journal of Applied Business and Economic) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Al-Kharaj: Journal of Islamic Economic and Business Community Engagement and Emergence Journal (CEEJ) Jurnal Pengabdian Masyarakat Teknik BASKARA: Journal of Business and Entrepreneurship Business Review and Case Studies Jurnal Muhammadiyah Manajemen Bisnis (JMMB) International Journal of Economics, Business, and Entrepreneurship (IJEBE) Transekonomika : Akuntansi, Bisnis dan Keuangan eCo-Fin AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Procedia of Social Sciences and Humanities Amkop Management Accounting Review (AMAR) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Journal of Social Science and Education Research FORUM EKONOMI: Jurnal Ekonomi, Manajemen dan Akuntansi Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Algebra : Jurnal Pendidikan Sosial dan Sains
Nora, Liza
Universitas Muhammadiyah Jakarta
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Physics Public Health Social Sciences Other

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Strategi Pemasaran Bank Syariah Indonesia Terhadap Generasi Millenial dan Gen Z: Pendekatan Marketing Mix Persfektif Lovelock dalam Meningkatkan Loyalitas Nasabah Persfektif UU Perbankan Syari’ah Nia Puspita Hapsari; Liza Nora
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 11 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i11.9603

Abstract

The research aims to analyze the marketing strategy of Islamic banking services implemented by (BSI) to attract, and retain millennial and Gen Z customers a midst increasingly tight competition in the Islamic banking industry. Applying the services marketing mix approach according to Love lock (7P: Product, Price, Place, Promotion, People, Process, Physical Evidence), the study examines the effectiveness of BSI’s marketing strategy based on the perceptions, and satisfaction of Millennial, and Gen Z customers. The approach used is qualitative, with literature studies, digital media observation, and thematic analysis of BSI’s marketing campaign. The results show that BSI implements a digitization approach, modernly packaged Sharia values, and storytelling based on social benefits to attract the younger generation. The study is reviewed from the perspective of Law/No.21/2008” Sharia Banks emphasize the principles of fairness, transparency, and Sharia values in banking services. The findings provide strategic implications for BSI in formulating more segmented marketing policies based on the needs of the younger generation in line with the also provide strategic insights for Sharia banks in managing the market segmentation of Millenials and Gen Z sustainably.
Diversifikasi Produk Terhadap Nilai yang Dirasakan dan Loyalitas Konsumen pada Brand Fashion Merek Nada Puspita: Persfektif Hukum Ekonomi Syari’ah Nia Puspita Hapsari; Suhendar Sulaiman; Liza Nora
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 8 No. 4 (2026): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v8i4.11067

Abstract

The qualitative research explores how product diversification in local Muslim fashion brands in Indonesia shapes customer perceived value from the perspective of Islamic economic law. Using a library study approach, relevant journals, and in-depth interviews with industry players and consumers, the findings indicate that product diversification, while meeting market share needs, is interppreted as a manifestation of product compliance with Islamic principles. The method used was to collect reference sources in the form of journal literature, reference books, and online media. The results of this study provide insight into the relationship between marketing management strategies in product diversification, and perceived value from consumers and customers, as well as compliance with Sharia Law. The local brand Nada Puspita reflects not only an elegant Muslim fashion style but also brings a strong religious nuance, and cultural aesthetic value into its product dsign. This study aims to fill this gap by analyzing in depth how product diversification, and perceived value affect the sustainability of a local premium Muslim fashion brand according to Sharia economic law. The strategy is not only oriented towards market differentiation but also on the integration of religious values, modesty, and Islamic cultural identity represented through the design, and narrative of a product. This diversification strengthens brand equity, increases perceived value, and constructs loyalty among Muslim consumers. This research can contribute to the development of Islamic marketing management studies, particularly on the practice of modest fashion branding in Indonesia.
Multisegment Targeting Analysis of Gojek and Its Positioning as a Daily-Life Super: Penelitian Nurkhafiza, Adiba; Pratiwi, Helga Irena; Yulianti; Nora, Liza; Patrianti, Tria
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 Tahun 2026
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.5581

Abstract

The growth of Indonesia’s digital economy has driven the emergence of integrated application-based ecosystems operating within a multi-sided platform (MSP) structure. Gojek has become one of the leading actors that successfully transformed from a ride-hailing service into a super app encompassing various daily needs. This study aims to analyze Gojek’s multisegment targeting strategies toward four key groups users, driver-partners, micro small and medium enterprises (MSME) merchants, and business partners and to explain how these strategies contribute to Gojek’s positioning as an “everyday life super app.” The research employs a descriptive explanatory qualitative approach through documentation study, application observation, and literature analysis. The findings show that Gojek applies differentiated targeting strategies for each segment, yet all segments operate within interdependent relationships that generate cross-side network effects. These targeting strategies strengthen ecosystem stability and support the organic expansion of services. Moreover, consistent user experience, seamless feature integration, and adaptation to local contexts reinforce Gojek’s positioning against competitors. The research enriches digital marketing literature related to the application of segmentation, targeting, and positioning (STP) in multisided platforms and provides practical implications for technology companies aiming to develop integrated service ecosystems. This study emphasizes that the success of a super app is not merely determined by service diversification but by the ability to holistically and sustainably manage a multisegment ecosystem.
Consumer’s Purchase Intention Towards Sustainable Fashion Products: Effect of Perceived Consumer Effectiveness and Attitude Annisa Tusholihah; Liza Nora
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 1 (2025): JABM, Vol. 11 No. 1, Januari 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.1.56

Abstract

Background: The existence of fast fashion as an environmentally unethical business model has an impact on increasing excessive consumption of fashion products. Sustainable fashion was created as a response to preventing and reducing negative impacts on this phenomenon. The idea of sustainable fashion is a love for the environment that shows up in our clothing choices and sustainable living habits.Purpose: This research aims to determine the influence of perceived consumer effectiveness on consumer intentions to buy sustainable fashion products with attitude as a mediating variable.Design/methodology/approach: conducted using a quantitative design. The total sample was 196 respondents using the purposive sampling technique. Quantitative data was collected through an online questionnaire via Google Form and distributed to people who met the sample size requirements: consumers over 17 years old who live in Jabodetabek and have minimal awareness of sustainable fashion products. The collected data were analyzed using WarpPLS 7.0 software, and a variance-based partial least squares-structural equation model (PLS-SEM) was applied to evaluate the hypothesized model.Findings/result: The findings show that consumers' perceived effectiveness has a positive significant influence on purchase intentions. Furthermore, consumers' perceived effectiveness positively influenced purchase intentions through attitudes.Conclusion: These findings show that this research model is partial mediation, where consumers' perceived effectiveness still has a positive significant effect on purchase intentions, with or without attitude as a mediating role.Originality/value (State of the art): Identifying attitudes in mediating the influence of Perceived consumer effectiveness on purchase intention. Keywords: sustainable fashion, perceived consumer effectiveness, purchase intention, attitude, fast fashion
Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Skintific pada Gen Z di Jabodetabek Dahlia Ayu Sulistiani; Liza Nora
eCo-Fin Vol. 8 No. 2 (2026): eCo-Fin
Publisher : Komunitas Dosen Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32877/ef.v8i2.3919

Abstract

Perkembangan industri skincare yang semakin pesat, disertai tingginya intensitas penggunaan media sosial pada Generasi Z, mendorong perusahaan memanfaatkan berbagai aktivitas pemasaran digital untuk membangun kesadaran merek dan mendorong keputusan konsumen. Kajian ini berfokus pada evaluasi hubungan antara Social Media Marketing, Brand Awareness, dan Keputusan Pembelian produk skincare Skintific pada Generasi Z di wilayah Jabodetabek. Pendekatan kuantitatif dengan desain asosiatif diterapkan dalam kajian ini. Sampel ditentukan melalui purposive sampling dan melibatkan 196 responden. Data dikumpulkan melalui kuesioner daring yang disebarkan melalui Google Form, kemudian dianalisis dengan regresi linear berganda menggunakan IBM SPSS Statistics 25. Social Media Marketing memiliki hubungan positif dan signifikan dengan Keputusan Pembelian skincare Skintific. Di sisi lain, Brand Awareness tidak memperlihatkan signifikansi secara parsial. Meskipun demikian, kedua variabel secara bersama-sama memiliki hubungan yang signifikan dengan Keputusan Pembelian. Temuan ini mengindikasikan bahwa optimalisasi aktivitas pemasaran melalui media sosial berperan penting dalam meningkatkan kecenderungan konsumen untuk memilih produk skincare Skintific
Co-Authors Abdul Gofur ABDUL RAUF Adhitya Perdana Agus Suradika Ahmad Shabudin Ariffin Al Bakri, Salim Alivia Rajab Ananda, Nadya Asri Anggraini, Dahlia Tri Annisa Muthiah Alizzah Annisa Tusholihah Ardian Hariyono Arifin, Ichwan Atikasari, Putri Azimah Hanifah Bambang Sutrisno Budiman Chairani, Syaila Ayu Dahlia Ayu Sulistiani Dede Suleman Dinda, Ranisyia E, Elfarisna Eka Hendra Priyatna Eva Herianti Farchani, Akhmad Yusli Fauzania, Bella Grahito, Damar Hadi Hidayat Hapsari, Nia Puspita Harun, Siti Hafnidar Huda, Muhamad Khozinul Iman Satria Utama Irtikha , Fianti Ismayudin Yuliyzar Kaamilah, Nur Afiifah Lola Rahmadona, Lola Lukman Hadi, Lukman Marundha, Amor Muluk, Adrian Mutmainah Mutmainah Nasiron Nasiron Nasiron Nasiron Nia Puspita Hapsari Nurkhafiza, Adiba Nurul Sriminarti Pratiwi, Helga Irena Reza, Muhammad Abiy Rohman, Topik Rudiatin, Endang Saiful Bahri Sayogo, Muhammad Miftachul Huda Alvin Slamet Wahyudi Sriminarti, Nurul Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaiman Supriadi, Yusup Syah Rahman, Alif Syifa Azqia, Syifa Tanjung, Juita Tria Astika Endah Permatasari Tria Patrianti Tria Patrianti Vanisyati, Zefitiazhar Ken Rifda Wahyudi Wahyudi Wiguna, Muhammad Sadam Yonavi, Ana Yulianti