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All Journal Jurnal Simetris Jurnal Teknologi Informasi dan Ilmu Komputer Swabumi (Suara Wawasan Sukabumi) : Ilmu Komputer, Manajemen, dan Sosial YUME : Journal of Management Kumawula: Jurnal Pengabdian Kepada Masyarakat Economics and Digital Business Review Jurnal Pengabdian Masyarakat Indonesia J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Pengabdian Masyarakat Akademisi eProceedings of Management Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Eva Nurhazizah
Universitas Telkom
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Pengaruh Electronic Word Of Mouth Dan Kualitas Produk Terhadap Keputusan Pembelian Di Mediasi Oleh Citra Merek (Studi Kasus Produk Ms Glow Pada Mahasiswa Telkom University) Putri, Chairunnisa Aulia Syach; Jumhur, Helni Mutiarsih; Nurhazizah, Eva
eProceedings of Management Vol. 10 No. 5 (2023): Oktober 2023
Publisher : eProceedings of Management

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Abstract

Industri kecantikan saat ini hal yang menjanjikan mengingat peminatnya ramai. Indonesia termasuk negaraberkembang yang mempunyai kiprah terhadap industri kecantikan sebesar 51%. MS Glow yaitu produk lokal ygmenghasilkan produk kosmetik serta perawatan kulit yang kualitasnya tak perlu untuk diremehkan dari produkimpor yang sebagian penghasilan penjualan produknya melalui sosial media. dengan semakin populernya produkMS Glow di tengah warga hal tersebut banyak di temukan penjualan produk MS Glow yang palsu menggunakanbahan merkuri dan zat berbahaya lainnya. Tujuan penelitian mengetahui seberapa besar efek Electronic Word ofMouth serta Kualitas Produk terhadap Keputusan Pembelian Dimediasi oleh citra merek (Studi kasus Produk MSGlow di Mahasiswa Telkom University). memakai sampel sebanyak 200 dengan populasi Mahasiswa aktif padaTelkom University yang sudah berpartisipasi, memakai sistem pengkajian data Structural Equation model (SEM)mempergunakan bantuan SmartPLS. Penelitian ini menunjukkan dari variabel Electronic Word of Mouth sertakualitas produk, dimediasi oleh citra merek ditemukan hasil yang positif dan signifikan terhadap keputusanpembelian dari produk MS Glow dikalangan Mahasiswa Telkom University. sesuai hasil penelitian diharapkanmengupayakan yang menguatkan citra merek serta keputusan pembelian. dan diharapkan untuk penelitianselanjutnya memakai variabel terikat (dependent) tidak sama dari penelitian ini seperti memakai variabelRepurchase Intention atau minat beli.Kata Kunci-Electronic Word of Mouth, Kualitas Produk, Citra Merek, Keputusan Pembelian
Pengaruh Electronic Word Of Mouth, Citra Merek, Dan Harga Terhadap Repurchase Intention Produk Ms Glow Pada Mahasiswa Telkom University Pratama, Dea Iyus Intan shofia; Jumhur, Helni Mutiarsih; Nurhazizah, Eva
eProceedings of Management Vol. 10 No. 5 (2023): Oktober 2023
Publisher : eProceedings of Management

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Abstract

Tren penggunaan media sosial untuk konten perawatan kulit semakin meningkat pada masa pandemi COVID-19, sehingga meningkatkan kesadaran masyarakat untuk merawat tubuhnya. Data menunjukkan bahwa MsGlow berada di posisi empat berdasarkan top brand awards sebagai merek perawatan kulit yang banyakdiminati. Penelitian ini bertujuan buat mengetahui gambaran bagaimana E-WOM, citra Merek serta Hargasebagai suatu dorongan bagi kepuasan pelanggan sehingga akan menimbulkan repurchase intention produk MSGlow dikalangan mahasiswa Telkom University. Penelitian ini termasuk pada pendekatan kuantitatif. Penelitianini diharapkan mampu memberikan informasi serta pemahaman baru tentang E-WOM, citra merek, Harga,Repurchase intention. Populasi dari penelitian ini merupakan keseluruhan mahasiswa Telkom University yangpernah memakai produk MS Glow. Dengan kriteria sampel adalah mahasiswa Telekom University yang pernahmembeli produk ms glow. Teknik pengambilan data dilakukan dengan penyebaran kuesioner dengan jumlah400 responden. Dengan pengolahan data dilakukan menggunakan model regresi linier berganda yangmempergunakan perangkat lunak SPSS 24.0 versi Windows. Sesuai ketentuan pengolahan data, seluruhvariabel memiliki presentase berkisar 52%-68% dengan kriteria relatif baik. Serta berdasarkan uji menghasilkanSeluruh skor t hitung dari variabel lebih besar dari t tabel yakni sebesar 1,966. Dari hasil penelitian tersebut,diharapkan perusahaan bisa melakukan pengecekan mandiri produk, meningkatkan konten, dan kerjasamamenggunakan infuencer sampai konsumen.Kata kunci-E-WOM, Citra Merek, Harga, Pembelian Berulang
Pengaruh Electronic Word Of Muth Dan Hedonic Shopping Value Terhadap Keputusan Pembelian Impulsif Pada Pengguna Marketplace (Studi Kasus Pada Pembelian Produk Fashion Di Shopee) Asy’ari, Rif’atullah; Nurhazizah, Eva
eProceedings of Management Vol. 11 No. 3 (2024): Juni 2024
Publisher : eProceedings of Management

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Abstract

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Dampak Consumer-Based Brand Equity pada Consumer Attitude dan Consumer Intention terhadap Electronic Word Of Mouth (E-WOM) pada Brand Somethinc Muhammad Ramadheo Nugraha; Heppy Millanyani; Eva Nurhazizah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): 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.v6i8.3546

Abstract

The purpose of this study is to ascertain how Consumer-Based Brand Equity affects Consumer Attitudes and intentions when it comes to electronic word-of-mouth (e-WOM) for the Somethinc brand. The Consumer-Based Brand Equity hypothesis is used in this study to evaluate a model that illustrates how Consumer Attitude, intention, and e-WOM for the Somethinc brand are influenced by Consumer-Based Brand Equity.This study uses a cross-sectional approach and is quantitative in nature. Indonesian customers of Certain brands make up the population. Purposive sampling was used to determine the sample size, and 150 respondents met the criterion of being current Somethinc brand consumers. Using the SmartPLS 3.0 software, structural equation modeling, or SEM, is the data analysis method employed.The study's findings show that: (1) Consumer Attitude Toward the Somethinc brand is positively and significantly impacted by Brand Image . (2) Consumer Attitudes toward the Somethinc brand are positively and significantly impacted by brand awareness. (3) Consumer Intention to participate in e-WOM for the Somethinc brand is positively and significantly impacted by Brand Image . (4) Consumer Intention to participate in electronic word-of-mouth (e-WOM) for the Somethinc brand is positively correlated with brand awareness.The study's findings and suggestions indicate that the Somethinc brand needs to strengthen and enhance its Brand Image in the eyes of consumers through strategies such as broader advertising campaigns, a strong presence on social media, and active consumer engagement. Future research is recommended to test the model on other brands and compare the results, as well as to examine other factors that may influence e-WOM.
Pengaruh Faktor-Faktor Perilaku Konsumen terhadap Keputusan Pembelian Online pada Pengguna E-Commerce Shopee dengan Buying Intention sebagai Variabel Intervening Rizky Fernando; Nurvita Trianasari; Eva Nurhazizah
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 8 (2024): 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.v6i8.3758

Abstract

The increase in the number of internet users supported by technological advances has encouraged changes in consumer lifestyles who now prefer to shop online. Nowadays, simple online shopping methods are available, especially through e-commerce which offers many choices according to customer desires and preferences. The huge opportunity from the level of internet usage and access to online shopping applications has created increasingly fierce competition in the future. This research aims to explore consumer behavior using Shopee, an e-commerce platform with a large impact in the realm of online commerce in Indonesia. In the purchasing decision making process, especially in the realm of online purchasing, there are various factors that influence consumer behavior. Therefore, this research aims to identify factors that are considered relevant in determining purchasing decisions, including cultural, social, personal, psychological and purchasing intention factors. This research uses data from 185 Shopee e-commerce users to analyze the factors that influence purchasing decisions. The results show that culture has the greatest influence on purchasing decisions, while social factors have no influence. Buying Intention is influenced by culture, personal, and psychology, and significantly influences purchasing decisions. It is hoped that the findings from this research can become a reference for stakeholders in e-commerce, especially sellers and service providers, to create effective strategies to maintain business continuity and increase competitiveness in the e-commerce market. As well as an in-depth understanding of the factors that influence consumer purchasing decisions can help e-commerce face the challenges of intense competition and take advantage of opportunities that exist from increased internet use and access to online shopping applications.
Analisis Bauran Pemasaran Terhadap Minat Beli Dan Dampaknya Terhadap Keputusan Pembelian Produk Pasar Tanah Abang Herry Asimilubti Ocu; Eva Nurhazizah
Economics and Digital Business Review Vol. 5 No. 2 (2024)
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i2.1478

Abstract

Penelitian ini mengeksplorasi penurunan penjualan di Pasar Tanah Abang, dipicu oleh persaingan online dan tren belanja pandemi. Fokus pada pengaruh bauran pemasaran terhadap minat beli dan keputusan pembelian konsumen. Metode kuantitatif digunakan dengan 300 responden dan skala Likert. Hasil menunjukkan faktor produk, harga, promosi, dan distribusi memengaruhi minat beli. Pedagang disarankan menggunakan strategi promosi yang menarik dan harga terjangkau. Adaptasi terhadap tren online dan pemasaran efektif membantu daya saing pedagang. Kesimpulan menekankan pentingnya strategi promosi dan harga yang terjangkau serta adaptasi terhadap tren digital bagi pedagang di Pasar Tanah Abang. Ini memberikan arahan praktis untuk meningkatkan kinerja pemasaran dan relevansi dalam pasar yang berubah..
Pelatihan Dua Belas Kompetensi Strategis Generative AI untuk Komunitas Averroes Berdaya Didin Kristinawati; Eva Nurhazizah; Farah Alfanur
Jurnal Pengabdian Masyarakat Akademisi Vol. 5 No. 3 (2026)
Publisher : Jurnal Pengabdian Masyarakat Akademisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/jpma.v5i3.1877

Abstract

This community service program aimed to improve AI literacy among young people in Bandung, Indonesia through the framework of the Twelve Strategic Competencies of Generative AI, implemented in collaboration with the Averroes Community involving senior high school and university students aged 15–22 years. Using a participatory, in-class training approach that combined interactive lectures, hands-on practice, case studies, and group discussions, program effectiveness was evaluated through pre-test and post-test instruments, satisfaction surveys, and descriptive statistical analysis using paired sample t-test and Wilcoxon signed-rank test. Results showed a statistically significant improvement in participants' AI literacy after the training (p = 0.003, large effect size), with high satisfaction scores across all evaluated aspects, including material clarity, practical applicability, and facility quality. The integration of technical, ethical, and adaptive competencies enabled participants to move beyond passive AI use toward more critical and responsible engagement, though limitations in sample size and training duration suggest that future iterations would benefit from expanded participation, advanced topic coverage, and integration with soft skills and career readiness training.
Co-Authors Ahmad, Mokhtarrudin Akhmad Yunani Anita Silvianita Asy’ari, Rif’atullah Aulia Salsabila Manan Putri Candiwan Damayanti Octavia Dewi Purwati Didin Kristinawati Famius, Mochammad Rayhan Shaquille Farah Alfanur Fazrin bin Abu Sujak, Aznul Gadang Ramantoko Helni Mutiarsih Jumhur Heppy Millanyani Herry Asimilubti Ocu Herry Irawan, Herry Irdana, Farhan Muhammad Mahir Pradana Mangsor, Miza Maya Ariyanti Muhammad Ramadheo Nugraha Muhammad Saiful Arifin Nurvita Trianasari Panjaitan, Joe Nathan C.G. Pratama, Dea Iyus Intan shofia Putri, Chairunnisa Aulia Syach R. Nurafni Rubiyanti Raja Razali, Raja Razana Refi Rifaldi Windya Giri Rina Djunita Pasaribu Rizky Fernando Rizky Nur Ichsan Rochmawati, Wulan Hilmi Sri Widiyanesti Tarandhika Tantra Yuhana Astuti Zahid, Azham