Article Per Year (5 Year)
p-Index From 2021 - 2026
0.882
P-Index
This Author published in this journals
All Journal Jurnal Penyuluhan Tazkia Islamic Finance and Business Review Jesya (Jurnal Ekonomi dan Ekonomi Syariah) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Charity : Jurnal Pengabdian Masyarakat Journal of Governance, Taxation, and Auditing eProceedings of Applied Science eProceedings of Engineering
Rahmat Hidayat
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Social Sciences

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 12 Documents
Search

 1   2 
Peran Emosi dan FOMO Dalam memediasi Limited Time Offer terhadap Keputusan Pembelian Yessa Winardi; Rahmat Hidayat; Leni Cahyani
Jesya Vol 9 No 2 (2026): ARTICLES : RESEARCH JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2781

Abstract

Industri kosmetik terus tumbuh dan persaingan di dalamnya semakin sulit diabaikan. Setiap merek berlomba mempertahankan pangsa pasarnya, dan strategi promosi menjadi salah satu senjata utama yang terus diasah. Di antara berbagai pendekatan yang ada, promosi limited time offer adalah yang paling sering dipilih pemasar untuk mendorong konsumen segera mengambil keputusan pembelian. Strategi ini secara sengaja dirancang untuk memicu respons psikologis konsumen, khususnya dalam bentuk peningkatan gairah emosi dan munculnya perasaan fear of missing out. Penelitian ini menguji peran emosi dan fear of missing out sebagai mediator dalam hubungan antara promosi limited time offer dan keputusan pembelian produk kecantikan di kalangan konsumen muda Kota Bandung. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan structural equation modeling, yang memungkinkan pengujian validitas alat ukur dan hipotesis dilakukan dalam satu kerangka analisis yang terintegrasi. Hasil menunjukkan bahwa limited time offer berpengaruh positif dan signifikan secara langsung terhadap emosi, fear of missing out, sekaligus keputusan pembelian. Di sisi lain, emosi dan fear of missing out tidak terbukti berpengaruh signifikan terhadap keputusan pembelian ketika diposisikan sebagai mediator. Temuan ini mengindikasikan bahwa limited time offer bekerja langsung pada keputusan pembelian, emosi dan fear of missing out ikut terstimulasi, tapi tidak menjadi jembatan yang menghubungkan keduanya. Kesimpulan akhir menegaskan bahwa konsumen masa kini memiliki mekanisme kontrol diri yang sangat rasional pada tahap akhir transaksi. Pembelian murni didasarkan pada penilaian logis atas keuntungan ekonomis dari promosi, bukan karena desakan emosional semata.
The Influence of Online Shoe Purchasing After Onsite Trial Behavior Nur Al Huda Ma’rifatullah; Astri Wulandari; Rahmat Hidayat
Journal of Governance, Taxation and Auditing Vol. 4 No. 4 (2026): Journal of Governance, Taxation and Auditing (April - June 2026)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jogta.v4i4.1968

Abstract

This study examines how consumers’ experience of trying shoes in physical stores and their trust in online sellers influence online shoe purchase decisions. A descriptive quantitative design was applied, and data were collected through a survey involving 158 respondents in Bandung City. The respondents were determined through purposive sampling based on two main criteria: they had previously tried shoes in offline stores and had either purchased or considered purchasing shoes through e-commerce platforms. The collected data were processed using SPSS, covering instrument validity and reliability tests, classical assumption tests, multiple linear regression, partial and simultaneous hypothesis testing, and the coefficient of determination. The findings reveal that showrooming behavior significantly and positively affects online shoe purchase decisions. Online trust also shows a significant positive influence on consumers’ decisions to buy shoes through digital platforms. The simultaneous test further indicates that showrooming behavior and online trust jointly contribute to online purchase decisions, as reflected by an R Square value of 0.683. This means that 68.3% of the variation in online shoe purchase decisions can be explained by the two variables, while the remaining proportion is associated with other factors beyond the scope of this study. These results suggest that direct product evaluation in offline stores and consumer confidence in online sellers play a crucial role in shaping hybrid purchasing behavior in the digital marketplace.
Co-Authors Agus Maolana Hidayat Akhiva Jeven Christian Astri Wulandari Ati Mustikasari Dandy Marcelino Didit Endriawan Donny Trihandono Dzaky Aly Ramdhani Harrie Lutfie Laksmi Saraswati Hadiansyah Leni Cahyani Muhamad Rizky Naili Surayya M. Yanis Nellyaningsih Nur Al Huda Ma’rifatullah Sampurno Wibowo Sri Widaningsih Tjokorda Wirayuda Yessa Winardi