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All Journal Majalah Ilmiah Bijak JURNAL LENTERA BISNIS Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Ilmiah Manajemen Kesatuan International Journal of Economy, Education and Entrepreneurship (IJE3) International Journal of Engagement and Empowerment (IJE2) Jurnal Ekonomi Journal of Public Power Indonesian Collaboration Journal of Community Services (ICJCS) International Journal of Multidisciplinary Research and Literature (IJOMRAL) IDEAS: Journal of Management & Technology Neo Journal of economy and social humanities Journal of Innovative and Creativity E-Amal: Jurnal Pengabdian Kepada Masyarakat Atestasi : Jurnal Ilmiah Akuntansi
Siti Mariam
Universitas Esa Unggul
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Public Health Social Sciences Other

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Social Inclusion, Entrepreneurial Intention, Self-Efficacy, Gender, And Entrepreneurship Education In Generation Z Almaitsya Gianis; Abdul Haeba Ramli; Siti Mariam
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3136

Abstract

Generation Z is a group that has enormous potential in the world of entrepreneurship in the technological era. Therefore, further research on factors that influence entrepreneurial intention among Generation Z is needed. This study aims to analyze whether social inclusion, entrepreneurial intention, self-efficacy, and entrepreneurship education have a significant impact on Generation Z's entrepreneurial intention, and whether this influence is moderated by gender. This study uses a quantitative approach using a survey. Data were collected through questionnaires given to 190 members of Generation Z who were born between 1998 and 2009 and domiciled in Tangerang. The data analysis method uses the Structural Equation Model (SEM). The results of the study indicate that self-efficacy, social inclusion, and entrepreneurship education have a significant effect on entrepreneurial intention, social inclusion has a significant effect on self-efficacy, self-efficacy has a significant effect on mediating the relationship between social inclusion and entrepreneurial intention. In addition, gender significantly moderates the relationship between social inclusion and entrepreneurial intention. The implications of this study emphasize the importance of increasing self-efficacy and access to entrepreneurship education for Generation Z to encourage entrepreneurial intention. In addition, a gender-based approach in entrepreneurship policies and programs can increase the effectiveness of interventions that support young people in entering the business world. Keywords: Social Inclusion, Entrepreneurial Intention, Self-Efficacy, Gender, Entrepreneurship Education.
Determinants of Purchase Intention On TikTok As An E-WOM Platform Siti Mariam; Rizka Diah Agustia; Abdul Haeba Ramli
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 3 (2025): JIMKES Edisi Mei 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i3.3453

Abstract

Social media platforms have revolutionized how consumers receive and evaluate product information, particularly through Electronic Word of Mouth (E-WOM). TikTok, with its interactive features and large user base, has emerged as a powerful E-WOM medium that can influence consumer behavior. This study investigates the impact of E-WOM components—information quality, credibility, suitability, and needs—on information usefulness, information adoption, and ultimately purchase intention for Wardah cosmetic products. A quantitative, descriptive-causal research design was applied using purposive sampling, with 160 respondents from the JABODETABEK area who had purchased Wardah products at least twice in 2023. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that all proposed relationships are statistically significant: E-WOM attributes positively affect information usefulness, which in turn influences information adoption and purchase intention. This study contributes to a deeper understanding of the role of E-WOM in digital consumer behavior and offers practical insights for cosmetic brands aiming to leverage social media platforms for marketing strategies. Keywords: E-WOM, information usefulness, information adoption, purchase intention, TikTok, Wardah cosmetics
Pengaruh Citra Merek, Kualitas Produk, Nilai Emosional Dengan Kampanye Boikot Sebagai Variabel Moderasi Terhadap Keputusan Pembelian Marisa Zahra; Samudro Seto; Siti Mariam; Abdul Haeba Ramli
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.3776

Abstract

Tujuan penelitian ini menganalisis pengaruh kualitas produk, citra merek dan nilai emosional terhadap keputusan pembelian dengan kampanye boikot sebagai variabel moderasi. Teknik pengambilan sampel menggunakan non-probability sampling yakni purposive sampling. Pengumpulan data dengan menyebarkan kuesioner ke 120 responden di Jakarta Barat dan Jakarta Selatan, berusia 17-30 tahun. Pernah membeli dan mengkonsumsi produk Nescafe, mengetahui atau pernah melakukan kegiatan pemboikotan produk yang terafiliasi dengan Israel. Kemudian dianalisis dengan menggunakan Partial Least Square-moderating dengan software SmartPLS. Hasil penelitian menunjukkan bahwa citra merek dan nilai emosional dapat berpengaruh secara signifikan terhadap keputusan pembelian, sedangkan kualitas produk tidak berpengaruh secara signifikan terhadap keputusan pembelian. Selanjutnya menunjukan bahwa kampanye boikot tidak dapat memoderasi pengaruh kualitas produk, citra merek, dan nilai emsional terhadap keputusan pembelian. Kesimpulan pada penelitian ini menunjukkan bahwa faktor persepsi positif konsumen terhadap merek dan keterikatan emosional yang kuat mendorong mereka untuk tetap melakukan pembelian, bahkan dalam situasi yang dapat menimbulkan kontroversi seperti kampanye boikot.
The Effect of User Satisfaction and Experience on Consumer Loyalty: The Mediation Role of Trust in Beauty Product Consumers of Gen Z Alfiana Citra Maharani; Ahmad Hidayat Sutawidjaya; Siti Mariam; Abdul Haeba Ramli
Neo Journal of economy and social humanities Vol 4 No 3 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i3.347

Abstract

In today's digital era, online shopping behavior among Gen Z is increasing, particularly in purchasing beauty products through e-commerce platforms. However, despite high purchase rates, consumer loyalty to a single brand remains low because they easily switch to other brands. This study aims to analyze the influence of satisfaction and user experience on consumer loyalty, and to evaluate the role of trust as a bridging factor in this relationship. The study was conducted among Gen Z consumers in Tangerang Regency who had purchased beauty products through e-commerce platforms in the past six months. The results indicate that satisfaction and user experience play a significant role in building trust, which ultimately drives consumer loyalty. These findings emphasize the importance of building trust through a pleasant and satisfying shopping experience to create long-term relationships between consumers and online beauty brands.
The Effect of Shopping Lifestyle, Fashion Engagement, and Hedonic Shopping on E-Commerce with Impulsive Purchasing as a Mediating Variable Kurunul Fatiani; Ahmad Hidayat Sutawidjaya; Siti Mariam; Abdul Haeba Ramli
Neo Journal of economy and social humanities Vol 4 No 3 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i3.349

Abstract

In recent years, online shopping activities in the fashion sector have shown a significant increase. This shift has been further accelerated by the COVID-19 pandemic, which encouraged consumers to move from conventional shopping to e-commerce platforms that are considered more practical, safe, and accessible. The transformation of consumption patterns has strengthened the transition toward digital shopping, particularly for fashion products. This study aims to examine the influence of shopping lifestyle, fashion involvement, and hedonic orientation on impulsive buying behavior. Furthermore, it investigates the mediating role of impulsive buying in enhancing the intention to use e-commerce. A quantitative survey method was employed, with data analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The sample consisted of 130 respondents residing in Tangerang Regency who actively purchase fashion items through Shopee. The findings reveal that shopping lifestyle, fashion involvement, and hedonic orientation have a positive and significant effect on impulsive buying behavior. Moreover, impulsive buying is proven to mediate the relationship between these three variables and the intention to use e-commerce. These results highlight the importance of emotional factors and digital lifestyles as the main drivers of young consumers’ purchasing behavior and provide strategic insights for e-commerce platforms and the fashion industry in designing more effective and emotionally driven marketing strategies.
The Influence of Market Orientation and Digital Marketing on the Performance of Micro, Small, and Medium Enterprises through Competitive Advantage U.K. Purbasari; Abdul Haeba Ramli; Siti Mariam; Anak Agung Ketut Diatmika
Neo Journal of economy and social humanities Vol 4 No 4 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i4.353

Abstract

This research analyzes the influence of market orientation and digital marketing on the performance of small and medium enterprises (SMEs), considering the role of competitive advantage as a factor that strengthens that relationship. The study was conducted on SMEs located in Tangerang Regency, involving 140 business actors as main respondents. The results indicate that market orientation has a positive impact on competitive advantage, and digital marketing also positively affects competitive advantage. Furthermore, market orientation positively influences the performance of SMEs, while digital marketing has a positive effect on the performance of SMEs. Competitive advantage can mediate the influence of market orientation on the performance of SMEs. Additionally, competitive advantage can mediate the influence of digital marketing on the performance of SMEs. Thus, all relationships studied in this research show results that are consistent with initial assumptions and provide a positive impact.
Co-Authors Abdul Haeba Ramli Aditya Halim Perdana Kusuma Putra Putra Ahmad Hidayat Sutawijaya Ahmad Rifa'i Alfiana Citra Maharani Almaitsya Gianis Anak Agung Ketut Diatmika Arfian Oktaviandi Rizky Arif Murti Rozamuri Deny Rumaidlany Dohan Faqih Ibrahim Elistia, Elistia Evi Mafriningsianti Fatari Fika Aryani Fika Aryani Findy Yuliani Fransiska Deodora Irwan Sugiarto Irwan Sukmawan Kartika Sari Kurunul Fatiani Marisa Zahra Marwah Yusuf Mayndarto, Eko Cahyo Noryani Noryani Nurmiati Nurmiati Pramudi Harsono Retno Wulansari Rizka Diah Agustia Rojuaniah Rojuaniah Rostini Rudi Ginting Samudro Seto Siti Fatimah Sutawidjaya, Ahmad Hidayat Syech Idrus Tabroni Tamzil, Fachmi U.K. Purbasari Yana Ameliana Yuliana Yuliana