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All Journal Jurnal Manajemen dan Organisasi Sosiohumaniora Jurnal Kajian Manajemen Bisnis Ilmu Administrasi Publik Jurnal Ilmu Manajemen (JIM) Trikonomika: Jurnal Ekonomi Media Ekonomi dan Manajemen Jurnal Sosioteknologi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis JPBM (Jurnal Pendidikan Bisnis dan Manajemen) The Asian Journal of Technology Management (AJTM) Management Analysis Journal Padjadjaran Journal of Dentistry International Journal of Artificial Intelligence Research Jurnal Bisnis dan Manajemen MANAJERIAL JURNAL MANAJEMEN MOTIVASI AFEBI Management and Business Review AFEBI Islamic Finance and Economic Review Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL MANAJEMEN BISNIS Business and Finance Journal MABIS: Manajemen dan Bisnis Jurnal Manajerial Dinasti International Journal of Education Management and Social Science International Journal of Business Studies International Journal of Economics Development Research (IJEDR) Jurnal Ilmiah Manajemen Kesatuan SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Jurnal Ecogen Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Journal of Disruptive Learning Innovation (JODLI) JWM (JURNAL WAWASAN MANAJEMEN) International Journal of Applied Business and International Management Journal of International Conference Proceedings Economics and Business Journal Eduvest - Journal of Universal Studies IIJSE International Research Journal of Business Studies Society
Popy Rufaidah
Fakultas Ekonomi Dan Bisnis, Universitas Padjadjaran, Bandung, Indonesia
Aerospace Engineering Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Neuroscience Public Health Social Sciences Other

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Mediating Customer Engagement Based on Content Marketing and Product Variety on Purchace Intention Fauziah Nur Septiani; Popy Rufaidah
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 3 (2024): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i3.2798

Abstract

This study investigated the role of content marketing and product variety on purchase decisions through customer engagement. The study was executed on the customers of local Indonesian footwear, namely Noosa Official, the MSME based in Bandung City. A total of 360 respondents were selected with the criteria of being 15 to 60 years old, living in Indonesia, and as followers of the Noosa Official Instagram for at least three months. The questionnaire contains 36 questions. The survey was self-administered and conducted online, and then the data obtained was analyzed using descriptive and SEM-PLS analysis. This study concluded that content marketing significantly and positively affects customer engagement and decisions. The indirect effect of content marketing on customer decisions mediated by customer engagement is also significant. Product variety only significantly affects customer decisions positively. Product variety has a positive but insignificant effect on customer engagement. Customer engagement is also negligible in mediating the influence of product variety on customer decisions. Lastly, customer engagement is also known to significantly influence customer decisions positively.
The Employer Branding of Cultural Heritage Hotel’s Impact on Electronic Word of Mouth Harimurti, Wibisono; Rufaidah, Popy
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 3 (2024): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i3.2905

Abstract

This study aims to determine the effect of employer branding on electronic word of mouth in one of the cultural heritage hotels. Data were collected through a survey distributed to 121 employees population of one of the hotels in Bandung. In this study, the independent variable employer branding uses four dimensions, namely work culture, salary and incentives, diversity and ethics, and CSR. As for the dependent variable electronic word of mouth, the dimensions used are volume and valance. These dimensions were adopted from previous studies that used employer branding and electronic word of mouth as the main focus of research. Hypothesis testing, validity, and reliability were tested using PLS-SEM as the analysis method. The research results that have been stated, show that employer branding affects electronic word of mouth in employees and the effect of employer branding on electronic word of mouth is positive and significant.
Marketing Competency, Marketing Innovation, and Sustainable Competitive Advantage of Small and Medium Enterprises (SMEs): A Study on Eucalyptus Oil SMEs in Buru District Lestari, Feni Ayu; Rufaidah, Popy
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5191

Abstract

The research seeks to ascertain the influence of marketing proficiency and innovative marketing strategies on enduring competitive advantage inside of small enterprises and medium enterprises (SMEs) of eucalyptus oil in Buru Regency. data was collected via a questionnaire administered to 60 populations of eucalyptus oil entrepreneurs in Buru Regency. inside of this research, the explanatory variable of marketing competency uses two dimensions, namely capabilities and resources. Then for the independent variable of marketing innovation utilizing four dimensions, namely novelty in offerings, pricing strategies, sales channel advancements, and marketing communication breakthroughs. While for the dependent variable of sustainable competitive advantage, the dimensions used are product innovation advantage, managerial capabilities, and competitive resilience. These dimensions are adopted by previous studies by relevant variables constituting the primary emphasis of the investigation. Verification of hypotheses, assessment of validity, and evaluation of reliability were conducted utilising PLS-SEM as the analytical approach. The outcomes of the research that have been presented show that marketing competency exhibits no substantial influence on enduring competitive advantage, whereas marketing innovation demonstrates a favourable and notable influence. This outcome states that innovation strategies increase the competitiveness of SMEs, especially in products According to superior commodities.
The Effect of Brand Color Emotions and Perceived Value on Brand Association (Study on Somethinc Consumers) Alizha, Nabila Nurul; Rufaidah, Popy
International Journal of Business Studies Vol. 9 No. 3 (2025): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v9i3.393

Abstract

A brand is considered successful when it experiences significant growth and development. However, to achieve this, the brand must excel when compared to other brands. Brand association is believed to be one of the important factors in optimizing brand excellence, as it shapes perceptions, images, beliefs, experiences, feelings, and thoughts that consumers associate by a product. Brand associations that are created are generally related to brand color emotions and perceived value. The beauty industry,experiencing rapid growth and competitiveness, requires optimizing the framework of brand color emotions and perceived value to remain resilient in the market, and Somethinc is no exception. The method used is based on quantitative analysis by the PLS-SEM technique, involving 138 respondents. Data collection is conducted through questionnaires using a Likert scale. The results demonstrated a significant influence of brand color emotions and perceived value on brand association. Modeling results show that 73.8% of brand association can be described by brand color emotions and perceived value, by the remainder described by other variables. Data collection is done by questionnaire by relying on a Likert scale. The results revealed a significant influence of brand color emotions and perceived value on brand association. Modeling results show 73.8% of brand association can be described by brand color emotions and perceived value, while the rest can be described by other variables.
The Influence of AI-Chatbot Service Quality and Customer Trust on Brand Image among Shopee Users in Indonesia Asyrifah, Vita; Rufaidah, Popy
Media Ekonomi dan Manajemen Vol 41, No 1 (2026): January 2026
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v41i1.6674

Abstract

This research focuses on how AI chatbot service quality and costumer trust influence brand image in e-commerce platforms in Indonesia. It’s important to understand how human-like interactions and the resulting trust influence user perceptions, as chatbots become the primary interface for costumer interaction. Therefore, this research was conducted with the aim to assess how service quality, together with costumer trust, shape the way users perceive in e-commerce brand. The method used in this research is a quantitative survey of active users on one of the largest e-commerce company in Indonesia, along with a literature review to provide the basis for this topic and build theoretical framework. In this research, chatbot service quality measured in five key dimensions, including semantic understanding, human-AI collaboration, human interaction, personalization, and the efficiency of operational. Meanwhile, customer trust was evaluated in two key dimensions, such as trust in the seller and trust in the product that seller offers. Research has shown that both chatbot service quality and customer trust significantly had a positive effect on brand image, while customer trust having a stronger impact. These two variables has significantly contributed to shaping users’ perceptions towards brand image. These findings highlight the importance of providing a seamless and engaging digital experience to achieve a competitive advantage in online market.
Unpacking the Dimensions of Augmented Reality, Digital Influencers and Brand Loyalty: Hybrid Approach of Bibliometric Analysis and Systematic Literature Review Mulyati, Sri; Rufaidah, Popy
Eduvest - Journal of Universal Studies Vol. 5 No. 12 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i12.52556

Abstract

This research highlights the dimensions involved in each variable that emerged from previous studies and identifies the indicators associated with the dimensions of augmented reality, digital influencers, and brand loyalty. It employs Publish or Perish and VOSviewer software for bibliometric analysis. The data sources include Scopus, ScienceDirect, Emerald Insight, Sage, and SpringerLink. The findings reveal similar and distinct dimensions and indicators for augmented reality, digital influencers, and brand loyalty. Similarities appear in the augmented reality dimensions related to experience, effect, interactivity, and vividness. Digital influencers relate to effectiveness, characteristics, attractiveness, authenticity, credibility, parasocial relationships, sponsorship, original value, persuasiveness, power, trust, and uniqueness. Brand loyalty relates to indicators such as willingness and purchase intention. The bibliometric maps reveal new variables and indicators for measuring augmented reality, digital influencers, and brand loyalty. This research model can be extended by combining variables, dimensions, and indicators as recommendations for future studies, with implications for researchers and practitioners in marketing. These findings offer practical implications for researchers developing comprehensive measurement instruments and for practitioners designing integrated marketing strategies that leverage augmented reality technology and digital influencer engagement to enhance brand loyalty.
TikTok Customer Engagement Behavior Based on User-Generated Content of Fashion Products in Indonesia Natalia Mega Prasanti; Popy Rufaidah
Dinasti International Journal of Education Management And Social Science Vol. 5 No. 6 (2024): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v5i6.2893

Abstract

The study aims to assess the influence of user-generated content (UGC) of fashion products in Indonesia on TikTok customer engagement behavior. Quantitative method was employed in this study. Its involved 230 TikTok users that interacted with fashion content in Indonesia as respondent. Data analysis was conducted using a Structural Equation Modeling approach with Partial Least Square analysis. The result of the study reveals that UGC has a significant effect on customer engagement behavior. These results highlighted the important role of UGC as an important factor in that impacting the customer engagement on social media.  
Click, Gift, Love: Mapping the Influence of Virtual Gifts on Brand Love: A PLS-SEM Analysis in the Context of Live-Streaming Platforms Apriharviyanto, Raden Muhammad Firdaus; Rufaidah, Popy
JWM (JURNAL WAWASAN MANAJEMEN) Vol. 14 No. 1 (2026):
Publisher : Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jwm.v14i1.376

Abstract

This study aims to map the influence of virtual gifts on brand love in the context of live streaming platforms. With a quantitative approach using PLS-SEM, data were collected from 200 respondents who are active users of platforms such as tiktok, youtube, and so on. The results show that the virtual gift dimensions of identification (IDE), incentive (INC), and initiative (INI) significantly influence brand love dimensions such as affection & connection (AF), commitment (COM), and consumer-brand identification (SEL). Meanwhile, direction (DIR) and constraint (LIM) dimensions had limited influence. The findings indicate that virtual gift personalization, functional incentive integration, and symbolic interaction play a critical role in building brand love. The limitation of the study lies in the dominance of the younger generation sample in West Java, so generalization requires further study. This study contributes to the digital marketing literature by mapping the multidimensional relationship between virtual gifts and brand love.
The Effect of Live Streaming Commerce on Electronic Word-of-Mouth Mediated by Brand Image: A Study Among Digital Fashion Consumers in Jakarta Budiman, Muhammad Fatiha Rizki; Rufaidah, Popy
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9063

Abstract

This study aims to analyze the influence of live streaming commerce on electronic word-of-mouth with brand image as a mediating variable among young consumers in Jakarta. The study focuses on the local fashion industry, with local fashion industry the research object. The research employed a quantitative approach with an explanatory design, using a survey method involving 435 respondents who have watched live streaming commerce on various e-commerce platforms. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS 4 software. The results show that live streaming commerce has a positive and significant effect on brand image as well as on electronic word-of-mouth. In addition, brand image also has a positive and significant influence on electronic word-of-mouth. The mediation analysis indicates that brand image partially mediates the relationship between live streaming commerce and electronic word-of-mouth. These findings reveal that interactive experiences in live streaming commerce can strengthen brand perception among young consumers, which in turn encourages them to share positive experiences and product recommendations online. Overall, the results of this study emphasize the important role of brand image in strengthening the impact of live streaming commerce strategies on young consumers’ communication behavior in the digital era. These findings provide practical implications for e-commerce practitioners and local fashion brands to optimize live streaming as an effective interactive promotional medium for building brand image and enhancing electronic word-of-mouth organically.
The Effect of Hedonic Shopping Motivation and Fear of Missing Out (FOMO) on Impulsive Buying Behavior: A Study of Tiktok Shop Twin Date Sales Andre Bagus Pramudita; Popy Rufaidah
International Journal of Business Studies Vol. 10 No. 1 (2026): International Journal of Business Studies
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v10i1.415

Abstract

This study explores how hedonic shopping motivation and fear of missing out influence impulsive buying during the Twin Date TikTok Shop event in Indonesia. Using the adapted dimensions of hedonic shopping motivation and fear of missing out (FOMO), this study examines the behavior of TikTok Shop consumers in Indonesia upon encountering this promotional event. The primary objective is to examine and analyze consumer hedonic shopping motivation and fear of missing out and their impact on impulsive buying during the Twin Date TikTok Shop Indonesia promotion, using a set of indicators adapted from previous research. Data were collected through a survey administered to 114 TikTok Shop consumers participating in the Twin Date event. This study used Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that fear of missing out significantly influences impulsive buying, while hedonic shopping motivation influences the effect, albeit in the opposite direction. However, a limitation of this study is its focus solely on hedonic shopping motivation and fear of missing out on impulsive buying. This study ignores other potential influencing variables, such as price, product quality, and consumer preferences. Therefore, this study shows that Hedonic Shopping Motivation and FOMO contribute to Impulsive Buying during the Twin Date event on TikTok Shop in Indonesia.
Co-Authors A.Fadel Muhammad Addinna, Dian Alizha, Nabila Nurul Alvi Diani Khoirunissa Andre Bagus Pramudita Andreas Recki Prasetyo Anggie Lia Andini Anggita Ulfazia Rahmi Anna Destriana Firmialy Samsura Apriharviyanto, Raden Muhammad Firdaus Aryo Wicaksono Asyrifah, Vita AYU NINGSIH Budiman, Muhammad Fatiha Rizki Cucu Zubaedah Dandi Ramadhan, Muhammad Dudi Aripin Edy Supriyadi Eka Putri, Laila Febriyuni Fadhiilah, Putri Farah Fauziah Nur Septiani Harimurti, Wibisono Henni, Carmel Novella Hesti Restarani I Gusti Ngurah Bagus Sucitra Indradi, Dimas Ariowibowo Ismudiar, Wahdan Kukuh Jochanan Benaya Lumban Tobing Khalisa Balqis Khoirun Nisa Bahri Khoirunissa, Alvi Diani Kintan Rachmi Satyodriyani Kirana, Larisa Safa laras Puspa Kirana Lestari, Feni Ayu Luki Ramdani Luthfiyyah, Adinda Rizki Lysandra Priscilla Maria Prisila Paru Maryam Hafidzah Mega Prasanti, Natalia Muhammad Affan Gaffar Muhammad Aulia Rahman Muhammad Daffa Lazuardi Muhammad Rijal Fathurrahman Nadia Meirani Natalia Mega Prasanti Nathan Giharis Nurhasanah Nurhasanah Nursyamsi, Yusriyah Amelia Olivia Alvira Aurellia Paru, Maria Prisila Pauziah, Stani Sahala Prasetyo, Andreas Recki Purwandari, Fani Mutyaning Putri Tresnawati Ramdani, Luki Ratna Asri Solihati Rivaldi Arissaputra Rivaldi Arissaputra Saajida, Alya Salimah, Salma Salma Dhianita Sari, Lira Mustika Sarwono, Karenina Tryagustian Sentika, Sarah Shelly Eka Agustina Sri Mulyati Sri Tjahajawati Sutisna - Umar, Nurfadillah Ramadhani Valiri Zulfikar , Iqbal Wyanda, Egidya Zalfa, Velian Zenita Apriani