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Popy Rufaidah

Fakultas Ekonomi Dan Bisnis, Universitas Padjadjaran, Bandung, Indonesia

Author-ID : 365252

Religion 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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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

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.

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

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.

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

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

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.

The Perceived Value Of Online Games On Digital Customer Experience Nathan Giharis; Popy Rufaidah
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8442

The expansion of the online gaming industry in Indonesia is correlated with its user base, which reached 174.1 million in 2022 and is projected to grow to 192.1 million in 2025. Technological advances, especially mobile gaming in Industry 4.0, have brought significant changes. Digital transformation has become important to attract new customers and improve their experience. Research on perceived value in digital customer experiences in online games is scarce, indicating a research gap. Previous research shows that perceived value influences user experience. This study examines how emotional, social, functional, and quality values influence digital customer experiences in online games. Statistical analysis validates the significant impact, Consistent with prior studies, the impact of these values affects the digital customer experience. Critical to strategic decision making emphasizes the importance of understanding customer perceptions and experiences.

THE ROLE OF DIGITAL MARKETING IN COMMUNITY ENGAGEMENT MODERATED BY BRAND AWARENESS (A STUDY OF CONSUMERS OF BEEBOT AUTOMOTIVE PRODUCTS ON THE TIKTOK CAR COMMUNITY PLATFORM) Jochanan Benaya Lumban Tobing; Popy Rufaidah
SOSIOEDUKASI Vol 14 No 4 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v14i4.6457

The incredible pace of digital technology progress has changed how business' build the relationships with consumers- through social media interactions and online communities. In the automotive aftermarket, digital marketing is an especially important tool for businesses that want to build stronger community connections and increase their brand visibility. This study delves into the impact of digital marketing on community engagement, specifically looking at Beebot Automotive product users on TikTok and the Indonesian automotive community. It also examines the moderating variable of brand awareness in this context. A quantitative explanatory approach was applied using an online survey method targeting members of car communities who actively. use Beebot products. Data were collected using a Likert-scale questionnaire developed from theoretical indicators proposed by recent studies. A Structural Equation Modelling (SEM) using Partial Least Squares (PLS) analysis will be performed on the data in order to examine the direct and moderating effects among the variables. The results should help advance digital marketing theory while also giving businesses in the car sector actionable advice on how to boost community participation via digital means and solidify their brand's position in a crowded marketplace.

Breaking Systematic Corruption Through a Strategic Intelligence-Based Job Rotation Policy (A Study on Cross-Institutional Government Agencies at the Central Government Level in Indonesia) Popy Rufaidah; I Gusti Ngurah Bagus Sucitra; Edy Supriyadi
Eduvest - Journal of Universal Studies Vol. 6 No. 4 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i4.52736

Corruption remains a critical challenge in public governance, particularly in Indonesia, where it undermines economic development, institutional integrity, and public trust. This study aims to examine the role of job rotation policies, transparency, and strategic intelligence in reducing corruption within central government institutions. A qualitative research approach was employed, involving in-depth interviews with nine high-level civil servants from ministries and non-ministerial agencies. Data were collected through interviews, documentation, and literature review, and analyzed using Creswell’s qualitative analysis model supported by intelligence analysis techniques. The findings reveal that corruption is driven by factors such as political pressure, weak supervision, transactional positions, and a deeply rooted corrupt culture. Job rotation is found to be an effective preventive measure when implemented consistently, transparently, and based on meritocracy, although it cannot function as a standalone solution. Transparency, particularly through e-government systems and open procurement mechanisms, significantly reduces opportunities for corruption and enhances public oversight. Furthermore, strategic intelligence plays a crucial role in identifying risks, profiling officials, and supporting evidence-based decision-making. In conclusion, an integrated approach combining job rotation, transparency, and strategic intelligence is essential to build accountable governance and effectively reduce corruption practices.

Ketakutan Akan Ketertinggalan (Fear of Missing Out/FOMO) dan Perilaku Konsumen: Arah Selanjutnya? (Analisis Bibliometrik dan Tinjauan Literatur Sistematis) Anna Destriana Firmialy Samsura; Popy Rufaidah
Society Vol 13 No 2 (2025): Society
Publisher : Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/society.v13i2.864

This study aims to investigate the phenomenon of Fear of Missing Out (FOMO) about consumer behavior across three major academic fields: Business, Management, Economics, and Finance (BMEF); Social Sciences and Humanities (SSH); and Psychology and Decision Sciences (PSD). A Systematic Literature Review (SLR) was conducted using bibliographic tools such as VOS Viewer, Publish or Perish, and Mendeley to analyse 220 scientific publications indexed in the Scopus database and published by reputable sources, including Emerald, Sage, Wiley, and Elsevier. The analysis results show a significant research gap between “Fear of Missing Out” and “Consumer Behavior” in the targeted fields. The analysis identifies ten thematic clusters, each revealing the conceptual and disciplinary links between FOMO and consumer-related phenomena. This study highlights the key contributors, emerging subthemes, and influential publications that shape current understanding of FOMO across business, social sciences, and psychology. By bridging this research gap, this study underscores the importance of FOMO as a psychological construct that influences consumer engagement and purchasing behaviour in digital environments. The findings also suggest practical implications for marketers seeking to optimize digital marketing strategies by leveraging FOMO-driven triggers. Furthermore, this study provides valuable directions for future research on decision-making processes, consumer behaviour dynamics, and the psychological impact of digital technologies, while emphasizing the need for interdisciplinary approaches to deepen theoretical development and address ethical considerations in digital marketing practices.

The Willingness to Pay Premium Luxurious Cosmetics Product based on Brand Equity mediated by Hedonic Value of Live Streaming Users Saajida, Alya; Rufaidah, Popy
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8456

This study investigates how brand equity influences consumers' willingness to pay a premium for Yves Saint Laurent (YSL) cosmetics through the mediating role of hedonic value. Using a quantitative approach with purposive sampling, data were collected from 108 social media users who had viewed YSL’s live-streaming ads and analyzed via SEM-PLS. Results show brand equity positively affects both hedonic value and willingness to pay a premium. Hedonic value also significantly enhances willingness to pay more. Consumers’ readiness to pay higher prices for luxury cosmetics is shaped by brand strength and the pleasure derived from the products.

Social Media Marketing and Brand Loyalty: Evidence from Mobile Banking Users Farid Fadillah; Popy Rufaidah
JWM (JURNAL WAWASAN MANAJEMEN) Vol. 14 No. 2 (2026)
Publisher : Master of Management FEB ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jwm.v14i2.410

This study tests the influence of five social media marketing (SMM) dimensions on brand loyalty among mobile banking users in Indonesia, mediated by brand perceptions of attractiveness, trustworthiness, and expertise. Data from 217 users were collected via an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that functional and relational SMM dimensions specifically customization, entertainment, and interactivity significantly enhance brand loyalty. Conversely, trend focused content proved ineffective and negatively impacted perceptions of brand expertise. This study contributes by demonstrating that in high-trust financial services, SMM strategies must prioritize credibility and personalization over fleeting trends, challenging the universal effectiveness of trend-based marketing. Practically, banks should design social media campaigns emphasizing credibility, personalization, and customer engagement.

Co-Authors A.Fadel Muhammad Addinna, Dian Ahmad Zakaria Alvi Diani Khoirunissa Amelia Raissa Andre Bagus Pramudita Andreas Recki Prasetyo Anggie Lia Andini Anggita Ulfazia Rahmi Anna Destriana Firmialy Samsura Aryo Wicaksono AYU NINGSIH Budiman, Muhammad Fatiha Rizki Cucu Zubaedah Dandi Ramadhan, Muhammad Dudi Aripin Edy Supriyadi Egidya Wyanda Eka Putri, Laila Febriyuni Farid Fadillah 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 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 Nabila Nurul Alizha Nadia Meirani Natalia Mega Prasanti Nathan Giharis Nurhasanah Nurhasanah Nursyamsi, Yusriyah Amelia Olivia Alvira Aurellia Paru, Maria Prisila Prasetyo, Andreas Recki Purwandari, Fani Mutyaning Putri Farah Fadhiilah Putri Tresnawati Raden Muhammad Firdaus Apriharviyanto 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 Tjahajawati Sutisna - Umar, Nurfadillah Ramadhani Valiri Zulfikar , Iqbal Vita Asyrifah Zalfa, Velian Zenita Apriani

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