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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 International Journal of Nusantara Islam 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 Riset Bisnis dan Manajemen Tirtayasa 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) 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 Journal of Nusantara Islam International Research Journal of Business Studies Society
Popy Rufaidah
Fakultas Ekonomi Dan Bisnis, Universitas Padjadjaran, Bandung, Indonesia
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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The Influence of AI-Chatbot Service Quality and Customer Trust on Brand Image among Shopee Users in Indonesia Vita Asyrifah; Popy Rufaidah
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.
The Effect of Brand Color Emotions and Perceived Value on Brand Association (Study on Somethinc Consumers) Nabila Nurul Alizha; Popy Rufaidah
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.
A Multidimensional Approach to Digital Customer Engagement: Empirical Study of Live-Streaming Communication Attributes Putri Farah Fadhiilah; Popy Rufaidah
Media Ekonomi dan Manajemen Vol 40, No 2 (2025): July 2025
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v40i2.6030

Abstract

This study examines the impact of live-streaming on digital customer engagement by focusing on three key communication attributes: communication immediacy, interactivity, and visualization. The research investigates how these attributes influence cognitive, emotional, and behavioral engagement. A quantitative method was employed, using data collected through an online survey distributed to users who interact with brands via live-streaming platforms. The dataset was analysed using Partial Least Squares Structural Equation Modelling (SEM-PLS). The results indicate that communication immediacy and interactivity significantly affect all three dimensions of digital customer engagement. In contrast, visualization only has a significant impact on emotional engagement, while its influence on cognitive and behavioral engagement is not supported. These findings suggest that not all live-streaming features equally drive customer engagement. The study contributes to the growing literature on digital engagement and provides practical insights into how brands can strengthen real-time interactivity and emotional resonance to foster deeper consumer involvement.
Click, Gift, Love: Mapping the Influence of Virtual Gifts on Brand Love: A PLS-SEM Analysis in the Context of Live-Streaming Platforms Raden Muhammad Firdaus Apriharviyanto; Popy Rufaidah
JWM (JURNAL WAWASAN MANAJEMEN) Vol. 14 No. 1 (2026):
Publisher : Master of Management FEB ULM

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.
Pengaruh Micro Influencers Terhadap Customer Online Engagement Egidya Wyanda; Popy Rufaidah
Jurnal Ilmu Manajemen Vol. 13 No. 3 (2025)
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jim.v13n3.p739-752

Abstract

This study aims to investigate the influence of micro influencers on customer online engagement by examining key dimensions that define influencer effectiveness. Specifically, the research evaluates two main dimensions of micro influencers: Influencer Attractiveness (IA) and Follower Self-Assessment (Emotional Attachment), and their influence on three components of customer online engagement: Cognition, Affection, and Activation. A quantitative method was employed using SEM-PLS approach to test the proposed hypotheses. A total of 232 responses were collected through an online survey distributed to social media users who engage with micro influencer content. The analysis reveals that both Influencer Attractiveness and Emotional Attachment have a significant and positive impact on customer cognitive, affective, and active engagement. These findings highlight the strategic importance of selecting micro influencers who not only appeal visually but also build emotional connections with their audience. The study provides practical insights for marketers to strengthen their digital campaigns by leveraging emotionally resonant and attractive micro influencers to enhance brand engagement.
The Role of Digital Capabilities and Corporate Social Responsibility on Sustainable Competitive Advantage: The Moderating Effect of Green Entrepreneurship Orientation on MSMEs in Kendari City Ahmad Zakaria; Popy Rufaidah
International Journal of Nusantara Islam Vol 13 No 2 (2025): International Journal of Nusantara Islam
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ijni.v13i2.54728

Abstract

Amidst increasingly intense competition and growing demands for sustainable business practices, micro, small, and medium enterprises (MSMEs) are faced with the need to build a sustainable competitive advantage over the long term. Several previous studies have highlighted the role of digital capabilities and corporate social responsibility as important factors in creating competitive advantage. However, understanding the conditions that influence the effectiveness of these two factors in driving sustainable competitive advantage remains relatively limited, particularly in the context of MSMEs in developing countries. Based on the resource-based view and stakeholder theory framework, this study aims to analyze the influence of digital capabilities and corporate social responsibility on sustainable competitive advantage. In addition, this study also explores the role of green entrepreneurial orientation as a moderating variable in this relationship. This study uses a quantitative approach with a survey method, involving 205 MSMEs in Kendari City, Indonesia. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The research findings indicate that digital capabilities have a positive and significant influence on the sustainable competitive advantage of MSMEs. Furthermore, corporate social responsibility has been shown to positively contribute to enhancing sustainable competitive advantage, with this influence being further strengthened when supported by a green entrepreneurial orientation. However, the analysis shows that green entrepreneurial orientation does not act as a moderating variable in the relationship between digital capabilities and sustainable competitive advantage. These findings provide theoretical and practical implications for developing MSME sustainability strategies.
The Effect of Service Recovery on Brand Trust with Brand Love as a Mediating Variable (a Study on Mytelkomsel Application Users) Amelia Raissa; Popy Rufaidah
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 10, No 1 (2026)
Publisher : Faculty of Economics and Business - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrbmt.v10i1.42438

Abstract

The rapid expansion of digital service platforms has made users increasingly sensitive to the way companies respond when service problems arise. Beyond resolving complaints, an effective service recovery process may strengthen customers' emotional connection with a brand and reinforce their confidence in the services provided. Against this background, this study investigates the influence of Service Recovery on Brand Trust while examining the mediating role of Brand Love among MyTelkomsel application users in Indonesia. A quantitative research design was adopted, and data were obtained from 280 MyTelkomsel users who had experienced the company's service recovery process through an online questionnaire. The recommended research model was assessed utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) with the Disjoint Two-Stage Approach. The empirical findings show that Service Recovery significantly improves both Brand Love and Brand Trust. Moreover, Brand Love contributes positively to Brand Trust and partially mediates the relationship between Service Recovery and Brand Trust. These results suggest that delivering complaint handling that is fair, responsive, timely, and communicative not only resolves service failures but also strengthens users' emotional attachment and trust toward the MyTelkomsel application.
The Role of Digital Capabilities and Corporate Social Responsibility on Sustainable Competitive Advantage: The Moderating Effect of Green Entrepreneurship Orientation on MSMEs in Kendari City Ahmad Zakaria; Popy Rufaidah
International Journal of Nusantara Islam Vol 13 No 2 (2025): International Journal of Nusantara Islam
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/ijni.v13i2.54728

Abstract

Amidst increasingly intense competition and growing demands for sustainable business practices, micro, small, and medium enterprises (MSMEs) are faced with the need to build a sustainable competitive advantage over the long term. Several previous studies have highlighted the role of digital capabilities and corporate social responsibility as important factors in creating competitive advantage. However, understanding the conditions that influence the effectiveness of these two factors in driving sustainable competitive advantage remains relatively limited, particularly in the context of MSMEs in developing countries. Based on the resource-based view and stakeholder theory framework, this study aims to analyze the influence of digital capabilities and corporate social responsibility on sustainable competitive advantage. In addition, this study also explores the role of green entrepreneurial orientation as a moderating variable in this relationship. This study uses a quantitative approach with a survey method, involving 205 MSMEs in Kendari City, Indonesia. The collected data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) version 4.0. The research findings indicate that digital capabilities have a positive and significant influence on the sustainable competitive advantage of MSMEs. Furthermore, corporate social responsibility has been shown to positively contribute to enhancing sustainable competitive advantage, with this influence being further strengthened when supported by a green entrepreneurial orientation. However, the analysis shows that green entrepreneurial orientation does not act as a moderating variable in the relationship between digital capabilities and sustainable competitive advantage. These findings provide theoretical and practical implications for developing MSME sustainability strategies.
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