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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Journal of Consumer Science EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen JMM (Jurnal Masyarakat Mandiri) Sosio e-kons 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 International Journal of Advanced Multidisciplinary Journal of Artificial Intelligence and Digital Business 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 Media Riset Bisnis Ekonomi Sains dan Terapan 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 Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy 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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PENETAPAN HARGA JUAL SEBAGAI STRATEGI PEMASARAN PRODUK BUNGA KAWAT BULU PADA UMKM MOYGIFT Alisa Sandrina Ramadhani; Liza Nora
Media Riset Bisnis Ekonomi Sains dan Terapan Vol 5, No 2 (2026): Media Riset Bisnis Ekonomi Sains dan Terapan
Publisher : Taksasila Edukasi Insani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71312/mrbest.v5i2.1015

Abstract

This study aims to evaluate the selling price determination of pipe cleaner flower products at MoyGift MSME as part of its marketing strategy and business sustainability efforts. The study employed a qualitative approach using an evaluation research design. Primary data were collected through observation, documentation, and interviews with the business owner and production personnel. The findings indicate that production management encompasses production planning, production control, process improvement, and quality management. However, the determination of selling prices is still conducted in a relatively simple manner and does not fully incorporate all production cost components. Based on the simulation of cost of goods manufactured, the production cost was calculated at IDR 10,590 per unit. With a selling price of IDR 15,000 per unit, the business earns a profit of IDR 4,410, representing a profit margin of approximately 29%. The study recommends adopting a more comprehensive costing approach to ensure more accurate pricing decisions and enhance business competitiveness.Keywords: Selling Price, Cost of Goods Manufactured, Marketing Strategy, Production Management, MSMEs.
The Effect of Product Diversification on Purchase Intention Through Brand Trust, Perceived Value, and Customer Satisfaction in Premium Local Muslim Fashion Brands Nia Puspita Hapsari; Suhendar Sulaeman; Liza Nora; Daman Sudarman
International Journal of Advanced Multidisciplinary Vol. 5 No. 2 (2026): International Journal of Advanced Multidisciplinary (July - September 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/ijam.v5i2.2231

Abstract

This study examines the effect of product diversification on purchase intention through brand trust, perceived value, and customer satisfaction in premium local Muslim fashion brands. The Muslim fashion industry is growing as part of lifestyle, creative economy, and digital marketing, yet brand success is not determined solely by market size. This research used a quantitative survey of 250 consumers who had purchased or were interested in purchasing Muslim fashion products. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed with Partial Least Squares Structural Equation Modeling using SmartPLS 4. The measurement model met convergent validity, discriminant validity, and reliability criteria. The structural model shows that product diversification significantly affects brand trust, perceived value, customer satisfaction, and purchase intention. Brand trust, perceived value, and customer satisfaction also significantly affect purchase intention, while brand trust strengthens perceived value. Mediation analysis confirms that perceived value, customer satisfaction, and brand trust partially mediate the relationship between product diversification and purchase intention, with customer satisfaction producing the strongest indirect effect.
The Determinants of Purchase Intention Halal Products: The Moderating Role of Religiosity Liza Nora; Nurul Sriminarti
Journal of Consumer Sciences Vol. 8 No. 2 (2023): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Social and Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.8.2.220-233

Abstract

Halal marketing is an important concept for marketers doing business in Muslim-majority countries. To predict consumer behavior toward halal products, the Theory of Reasoned Action (TRA) explains the two components of the formation of purchase intentions, namely attitude and subjective norms. Consumer concern for the lawfulness of a product is also influenced by a person's level of religiosity. This study aims to empirically test the ability of religiosity as a moderator that affects attitudes, and subjective norms on purchase intentions. This study applied a quantitative design. One hundred and ninety respondents in Indonesia were collected through random sampling. Data were collected through an online questionnaire using Google Forms and analyzed by Structural Equation Modelling (SEM). This study explains that subjective attitudes and norms have a positive and significant effect on purchase intentions. Religiosity as a moderator is able to influence subjective attitudes and norms on purchase intentions. The results of this study provide information that halal products are unique because they have spiritual elements. In this regard, marketers must remember that Muslim consumers exercise additional vigilance to ensure that the product fulfills not only functional needs but also spiritual needs.
The Role of Promotion in Determining the Effect of Price and Location on the Decision to Purchase Subsidized Housing Yusup Supriadi; Liza Nora
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 6 No. 1 (2026): January 2026
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v6i1.1158

Abstract

Backgrounds: The increasing competition in the housing property sector requires developers to understand key factors influencing consumers’ purchasing decisions. Price and location are commonly considered primary determinants, while promotional strategies may strengthen consumers’ decision-making processes in selecting residential properties. Objectives: The study aims to investigate the effects of Price and Location on Purchase Decisions by embedding Promotion as a moderating construct among consumers of Buana Residence Housing. Methodology: This research adopted a quantitative associative approach. Data collection involved distributing questionnaires to 110 consumers and prospective consumers of Buana Residence Housing, which were analysed using the PLS-SEM method through SmartPLS software. Findings: The structural assessment confirms that Price constitutes a dominant predictor of Purchase Decision (β = 0.446), whereas Location provides an additional contributory influence (β = 0.217). Promotion demonstrates independent explanatory capacity (β = 0.292) and functions as an effect-strengthening mechanism, augmenting the Price-Purchase Decision and Location-Purchase Decision relationships with interaction coefficients of 0.496 and 0.471. Conclusions: The findings suggest that promotion operates as an amplifying contingency through which the explanatory power of price and location becomes more pronounced in shaping consumer purchasing decisions, indicating that integrated pricing, strategic location advantages, and promotional efforts are essential in improving housing purchase decisions. Developers should strengthen their marketing strategies to maximize the influence of price and location on purchasing decisions.
The Effect Of Collaborative Learning Management And Academic Engagement On Statistics Learning Outcomes With Learning Motivation As A Mediating Variable (Case Study Of Diploma-3 Office Administration Students At Pamulang University) Edi Junaedi; Liza Nora; Andry Priharta
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 3 (2026): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i3.10356

Abstract

This study aims to analyze the influence of collaborative learning management and academic engagement on the Statistics learning outcomes of students in the Diploma-3 Office Administration Study Program at Pamulang University, with learning motivation as a mediating variable. The study used a quantitative approach with an explanatory research approach. The sample size was 150 students, selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using path analysis. The results indicate that collaborative learning management and academic engagement have a positive and significant effect on student learning motivation and learning outcomes. Furthermore, learning motivation significantly influences learning outcomes and acts as a mediating variable in the relationship between collaborative learning management and academic engagement and learning outcomes. These findings emphasize the importance of collaborative learning management and increased academic engagement in improving Statistics learning outcomes.
Peran Electronic Word of Mouth dalam Memediasi Pengaruh Social Media Marketing terhadap Keputusan Pembelian Produk Skintific Audrey Zaskia Azzahra; Liza Nora
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12585

Abstract

Perkembangan industri kecantikan yang pesat di Indonesia memicu persaingan ketat, sehingga menuntut pelaku usaha untuk mengoptimalkan strategi pemasaran digital guna menarik minat konsumen. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh social media marketing terhadap keputusan pembelian produk skincare Skintific dengan electronic word of mouth (e-WoM) sebagai variabel mediasi. Desain penelitian yang digunakan adalah kuantitatif yang bersifat asosiatif dengan menggunakan data primer. Jumlah sampel dalam penelitian ini sebanyak 196 responden yang ditentukan melalui teknik purposive sampling. Pengumpulan data dilakukan dengan menyebar kuesioner secara online melalui Google Form kepada konsumen yang berdomisili di Jabodetabek dengan kriteria usia di atas 13 tahun dan aktif menggunakan media sosial. Hasil penelitian yang diolah menggunakan software SmartPLS 4 melalui analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS) menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian secara langsung. Selain itu, electronic word of mouth terbukti mampu memediasi secara positif dan signifikan pengaruh social media marketing terhadap keputusan pembelian produk Skintific. Temuan ini mengindikasikan bahwa optimalisasi konten pemasaran digital yang interaktif dan pengelolaan ulasan positif konsumen secara online menjadi kunci utama dalam mendorong tindakan pembelian akhir. Oleh karena itu, perusahaan disarankan untuk terus meningkatkan keterikatan dengan konsumen di media sosial demi menciptakan rekomendasi produk yang lebih luas dan tepercaya.
Pengaruh Konten TikTok terhadap Pembelian Impulsif: Peran Mediasi Fear of Missing Out (FoMo) Azwa Yolani; Liza Nora
JURNAL MUHAMMADIYAH MANAJEMEN BISNIS Vol 7 No 2 (2026): Jurnal Muhammadiyah Manajemen Bisnis (JMMB)
Publisher : Universitas Muhammadiyah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24853/jmmb.7.2.99-112

Abstract

This study aims to examine the effect of TikTok content on impulsive buying by considering the role of Fear of Missing Out as a psychological mechanism that mediates this relationship. The research problem arises from the intensity of marketing content exposure on TikTok, which may encourage spontaneous purchasing decisions among consumers. This study employs a quantitative approach using a survey method. The sampling technique applied is non-probability sampling with a purposive sampling approach, targeting consumers of Glad2Glow cosmetic products who actively use TikTok. Data were collected through questionnaires and analyzed using structural modeling to examine the relationships among variables in the proposed research model. The findings indicate that TikTok content plays an important role in increasing impulsive buying behavior. In addition, Fear of Missing Out encourages impulsive buying by triggering concerns about missing trends or experiences shared on social media. The results also demonstrate that Fear of Missing Out serves as a mediating mechanism linking TikTok content and impulsive buying. Overall, this study concludes that the influence of TikTok content on impulsive buying occurs both directly and through the formation of consumers’ affective states.
Pengaruh Influencer Marketing terhadap Keputusan Pembelian Dengan Brand Trust sebagai Variabel Mediasi (Studi Pada Konsumen Produk Erigo di Jabodetabek) Azulmy Rizky Achmad Shodiq; Liza Nora
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12587

Abstract

Perkembangan media sosial telah mendorong maraknya penggunaan influencer marketing sebagai strategi promosi oleh berbagai merek, termasuk Erigo, dalam menjangkau konsumen muda di Indonesia. Meskipun demikian, keberhasilan strategi ini dalam mendorong keputusan pembelian masih menunjukkan hasil yang beragam pada penelitian-penelitian terdahulu, sehingga peran kepercayaan konsumen terhadap merek (brand trust) sebagai penghubung antara influencer marketing dan keputusan pembelian masih perlu dikaji lebih lanjut. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing terhadap keputusan pembelian, baik secara langsung maupun melalui brand trust sebagai variabel mediasi, pada konsumen produk Erigo di wilayah Jabodetabek. Penelitian ini merupakan penelitian kuantitatif yang bersifat asosiatif, menggunakan data primer yang dikumpulkan melalui kuesioner daring berbasis Google Form. Teknik pengambilan sampel dilakukan dengan metode nonprobability sampling jenis purposive sampling, dengan kriteria responden merupakan konsumen Gen Z dan Milenial yang berdomisili di Jabodetabek, aktif menggunakan media sosial, serta pernah menggunakan atau membeli produk Erigo. Jumlah sampel ditentukan menggunakan rumus Lemeshow, sehingga diperoleh 196 responden. Data dianalisis menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak WarpPLS 8.0. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, baik secara langsung maupun secara tidak langsung melalui brand trust sebagai mediasi, dengan bentuk mediasi yang bersifat parsial. Bahkan, pengaruh tidak langsung melalui brand trust ditemukan lebih besar dibandingkan pengaruh langsungnya. Temuan ini mengimplikasikan bahwa Erigo perlu tidak hanya mengandalkan daya tarik dan kredibilitas influencer, tetapi juga memprioritaskan konsistensi kualitas produk dan pelayanan guna membangun kepercayaan konsumen terhadap merek sebagai strategi utama dalam mendorong keputusan pembelian.
Pengaruh Pengalaman Pelanggan terhadap Loyalitas Pelanggan dengan Customer Delight sebagai Mediasi pada Produk Sepatu Converse di DKI Jakarta Syaila Ayu Chairani; Liza Nora
Sosio e-Kons Vol 17, No 1 (2025): Sosio e-Kons
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30998/sosioekons.v17i1.27880

Abstract

Penelitian ini berjudul “Pengaruh Pengalaman Pelanggan Terhadap Loyalitas Pelanggan Dengan Customer Delight sebagai Mediasi pada Produk Sepatu Converse Di DKI Jakarta”. Tujuan dalam penelitian ini untuk mengetahui Pengaruh Pengalaman Pelanggan terhadap Loyalitas Pelanggan yang dimediasikan melalui Customer Delight pada pengguna Sepatu Converse di Dki Jakarta. Penelitian ini menggunakan desain penelitian kuantitatif dengan metode asosiatif. Pengumpulan data dilakukan dengan menyebar kuesioner ke seluruh responden yang pernah menggunakan dan membeli Sepatu Converse sebanyak 196 responden. Teknik pengambilan sampel adalah menggunakan rumus lemeshow. Olah data dalam penelitian ini menggunakan SmartPls 4. Hasil penelitian menunjukkan bahwa Variabel Pengalaman Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, Customer Delight berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan, Pengalaman Pelanggan berpengaruh positif dan signifikan terhadap Customer Delight, dan Pengalaman Pelanggan dan Loyalitas Pelanggan yang dimediasi oleh Customer Delight berpengaruh positif dan signifikan.
Peran Kepuasan Pelanggan Dalam Menentukan Pengaruh Customer Experience Terhadap Intensi Pembelian Ulang Pada Produk Skincare Avoskin Putri Atikasari; Liza Nora
Sosio e-Kons Vol 17, No 1 (2025): Sosio e-Kons
Publisher : Universitas Indraprasta PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30998/sosioekons.v17i1.27840

Abstract

Penelitian ini menganalisis pengaruh customer experience terhadap intensi pembelian ulang produk skincare Avoskin, dengan kepuasan pelanggan sebagai variabel mediasi. Penelitian ini menggunakan desain penelitian kuantitatif dengan metode asosiatif. Pengumpulan data dilakukan dengan menyebar kuesioner secara online ke seluruh responden yang pernah menggunakan dan membeli produk skincare Avoskin sebanyak 196 responden. Olah data dalam penelitian ini menggunakan SmartPLS 4. Hasil menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan intensi pembelian ulang, Kepuasan pelanggan menjadi mediasi signifikan dalam hubungan antara customer experience dan intensi pembelian ulang. Penelitian ini menegaskan pentingnya customer experience yang positif dalam meningkatkan kepuasan dan loyalitas, yang pada akhirnya mendorong pembelian ulang. Strategi pemasaran Avoskin disarankan untuk lebih fokus pada penguatan customer experience, peningkatan kualitas produk, serta pemanfaatan ulasan konsumen untuk membangun kepercayaan merek.
Co-Authors Abdul Gofur Adhitya Perdana Adiba Nurkhafiza Adrian Muluk Agus Suradika Ahmad Yani Al Bakri, Salim Alisa Sandrina Ramadhani Alivia Rajab Ananda, Nadya Asri Andry Priharta Anggraini, Dahlia Tri Annisa Muthiah Alizzah Annisa Tusholihah Ardian Hariyono Arifin, Ichwan Arna Suryani Audrey Zaskia Azzahra Azimah Hanifah Azulmy Rizky Achmad Shodiq Azwa Yolani Bambang Sutrisno Budiman Budiman Dahlia Ayu Sulistiani Daman Sudarman Dinda, Ranisyia E, Elfarisna Edi Junaedi Endang Rudiatin Eva Herianti Fauzania, Bella Grahito, Damar Hadi Hidayat Hapsari, Nia Puspita Harun, Siti Hafnidar Helga Irena Pratiwi Huda, Muhamad Khozinul Ichwan Arifin Iman Satria Utama Irtikha , Fianti Kaamilah, Nur Afiifah Lola Rahmadona Lukman Hadi Lukman Hadi, Lukman Marundha, Amor Muhammad Miftachul Huda Alvin Sayogo Muluk, Adrian Mutmainah Mutmainah Nasiron Nasiron Nasiron Nasiron Nia Puspita Hapsari Nia Puspita Hapsari Nurul Sriminarti Nurul Sriminarti Putri Atikasari Ranisyia dinda alfirani Reza, Muhammad Abiy Rohman, Topik Rudiatin, Endang Saiful Bahri Salahuddin Al Ayubi Sayogo, Muhammad Miftachul Huda Alvin Slamet Wahyudi Sriminarti, Nurul Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaeman Suhendar Sulaiman Syah Rahman, Alif Syaila Ayu Chairani 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 Yusup Supriadi