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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EKONOMIS : Journal of Economics and Business Scientific Journal of Reflection : Economic, Accounting, Management and Business JURNAL PENDIDIKAN TAMBUSAI Jurnal Pengabdian kepada Masyarakat Journal Competency of Business BULETIN BISNIS & MANAJEMEN (BBM) Jurnal Pengabdian Mandiri NIKAMABI : Jurnal Ekonomi & Bisnis International Journal of Community Engagement Payungi Jurnal Pengabdian Masyarakat Bangsa Jurnal Ilmiah Ekonomi dan Manajemen IIJSE Journal of Economics, Business, Accounting and Management INTERDISIPLIN: Journal of Qualitative and Quantitative Research MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Keteg : Jurnal Pengetahuan, Pemikiran dan Kajian Tentang Bunyi
Heri Prasetyo
Universitas Cokroaminoto Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Pengaruh Fear Of Missing Out dan Online Customer Experience terhadap Keputusan Pembelian Skincare Scarlett(Studi Pada Generasi Z Pengguna Produk Skincare Scarlett di Yogyakarta) Alfat Alfat; Heri Prasetyo
MUARA EKONOMI : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis Vol. 2 No. 3 (2026): Juli : Jurnal Ilmiah Ilmu Ekonomi, Manajemen & Bisnis
Publisher : CV Muara Edukasi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64365/muanomi.v2i3.509

Abstract

This study aims to analyze the influence of Fear of Missing Out (FoMO) and Online Customer Experienceon the Purchasing Decision of Scarlett skincare products among Generation Z in the Special Region of Yogyakarta. The increasing use of social media and the rapid development of e-commerce have changed consumer behavior, particularly among Generation Z, in making skincare purchasing decisions. This study employed a quantitative approach using a survey method. The population consisted of Generation Z consumers in the Special Region of Yogyakarta who had purchased Scarlett skincare products online. The sampling technique used was purposive sampling, with a total of 150 respondents. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression analysis with IBM SPSS Statistics version 26. The hypotheses were tested using validity, reliability, classical assumption, t-test, F-test, and coefficient of determination (R²) analyses. The results indicate that Fear of Missing Out (FoMO) has a positive and significant effect on the Purchasing Decision of Scarlett skincare products, with a regression coefficient of 0.483, a t-value of 4.368, and a significance value of 0.000 < 0.05. Online Customer Experiencealso has a positive and significant effect on Purchasing Decision, with a regression coefficient of 0.563, a t-value of 5.901, and a significance value of 0.000 < 0.05. Simultaneously, Fear of Missing Out (FoMO) and Online Customer Experiencehave a positive and significant effect on the Purchasing Decision of Scarlett skincare products among Generation Z in the Special Region of Yogyakarta, as indicated by an F-value of 226.335 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.752 indicates that 75.2% of the variance in Purchasing Decision can be explained by Fear of Missing Out (FoMO) and Online Customer Experience, while the remaining 24.8% is explained by other variables not included in this study
WORKSHOP KARYA TULIS ILMIAH BERBASIS PELATIHAN SPSS DAN SEM-PLS UNTUK MENINGKATKAN KUALITAS TUGAS AKHIR MAHASISWA Eko Giyartiningrum; Retno Kurnianingsih; Heri Prasetyo; Ika Destina Puspita
JURNAL PENGABDIAN MANDIRI Vol. 5 No. 7 (2026): Juli 2026
Publisher : Bajang Institute

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Abstract

Final-year students frequently encounter significant obstacles in completing their undergraduate theses, particularly regarding statistical anxiety and limited technical skills in quantitative data analysis. This community service activity aims to enhance students' methodological capacity and practical skills through a Scientific Writing Workshop based on SPSS and SEM-PLS Training. The workshop was conducted on May 23, 2026, at Universitas Cokroaminoto Yogyakarta, involving final-year students from Management and Accounting study programs. The implementation method employed an experiential learning approach, combining theoretical lectures and hands-on practice across two main sessions: Session 1 focused on multiple linear regression analysis and classical assumption tests using SPSS 25, while Session 2 focused on complex model analysis (mediation and moderation) using SEM-PLS 4. The program's effectiveness was evaluated using pre-test, post-test, and participant satisfaction questionnaires. The evaluation results demonstrated a significant increase in participants' technical understanding and statistical interpretation, rising from an average pre-test score of 26.7% (fair/low category) to 88.6% in the post-test (high category). Furthermore, 93.3% of participants expressed high satisfaction and found the material directly relevant to their thesis completion needs. This workshop proved effective in reducing statistical anxiety and improving the academic quality of students' results and discussion chapters.
Pengaruh Social Media Marketing, Brand Experience, dan Digital Engagement terhadap Keputusan Mahasiswa Baru Memilih Universitas Cokroaminoto Yogyakarta Vezy Tamara; Heri Prasetyo
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 4 No. 7 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v4i7.11747

Abstract

This study aims to determine the effect of social media marketing, brand experience, and digital engagement on new students’ decisions in choosing Universitas Cokroaminoto Yogyakarta. This research used a quantitative associative approach. The population in this study consisted of all new students of Universitas Cokroaminoto Yogyakarta in the 2025/2026 academic year, totaling 198 students. The sampling technique used was total sampling or census, so all members of the population were used as respondents. Data were collected through questionnaires using a five-point Likert scale and documentation. Data analysis was conducted using validity test, reliability test, classical assumption test, multiple linear regression analysis, coefficient of determination test, partial test, and simultaneous test with the help of SPSS version 25. The results showed that social media marketing had a positive and significant effect on new students’ decisions in choosing Universitas Cokroaminoto Yogyakarta. Brand experience also had a positive and significant effect and became the most dominant variable. Digital engagement had a positive and significant effect on new students’ decisions. Simultaneously, social media marketing, brand experience, and digital engagement had a significant effect on new students’ decisions in choosing Universitas Cokroaminoto Yogyakarta. These findings indicate that digital communication, emotional experience toward the university brand, and student engagement with digital channels are important factors in higher education marketing.
Co-Authors Alfat Alfat Alfikri, Ajam Berliany, Fany Aulia Eko Giyartiningrum Eko Prasojo Endarwati Endarwati Ghiffarant Akmal Rambalie Heru Priyanto Honorata Ratnawati DP Ika Destina Puspita Ismawati, Tri Junaidi Junaidi Liyamilati Hanifah Liyamilati Hanifah Magdalena Stevani Nova Mony, Ruslia Muh Ali Wafa Mulyono Mulyono Nur Liana Safitri Perdana, Mahendra Jati Putra Pradana, Agus Chandra Purnomo, Retno Ardi Puspita, Ika Destina Qoirini Nur Azizah Retno Kurnianingsih Riko Romadon Indika Rr. Eko Giyartiningrum Salim, Muhammad Nur Salsabila, Dila Putri Sari, Trinopita Sri Puji Lestari Sudarwati Sudarwati Sulistya Rian Utami Surifah Surifah Susindra Katili Tuti Mulyani Vezy Tamara Vissabella Mudita Waki’ah Yulita, Zarima