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All Journal Jurnal Penyuluhan Tazkia Islamic Finance and Business Review Jesya (Jurnal Ekonomi dan Ekonomi Syariah) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Dinasti International Journal of Education Management and Social Science Al-Kharaj: Journal of Islamic Economic and Business Charity : Jurnal Pengabdian Masyarakat Journal of Digital Marketing and Communication Journal of Governance, Taxation, and Auditing eProceedings of Applied Science eProceedings of Engineering Jurnal Manajemen dan Pemasaran Digital Jurnal Siber Multi Disiplin Jurnal Ragam Pengabdian
Rahmat Hidayat
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences Other

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Pengaruh User-Generated Content terhadap Pembentukan Brand Awareness Telkom University di Era Digital Dzaky Aly Ramdhani; Rahmat Hidayat; Astri Wulandari
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.v9i2.2780

Abstract

Dunia pendidikan saat ini mengalami pergeseran signifikan akibat intervensi internet, yang secara langsung mengubah pola komunikasi digital serta memperbarui strategi dalam membangun citra merek via optimalisasi media sosial. Fenomena ini memicu lahirnya konten buatan pengguna sebagai saluran komunikasi digital yang digerakkan oleh kontribusi sukarela khalayak. Tujuan utama riset ini ialah mendeteksi pengaruh konten buatan pengguna dalam membentuk kesadaran merek Telkom University melalui akun media sosial yang dikelola mahasiswa Telkom University. Pendekatan kuantitatif dengan metode eksplanatif-deskriptif diterapkan dalam studi ini, melibatkan partisipasi sebanyak 106 responden dari kalangan pengikut akun media sosial yang dikelola mahasiswa Telkom University menggunakan teknik probability sampling. Proses pengolahan data primer dilakukan menggunakan perangkat lunak statistik dengan rangkaian pengujian yang mencakup validitas, reliabilitas, statistik deskriptif, pendekatan regresi linear sederhana, uji-t, serta penentuan koefisien determinasi. Berdasarkan hasil analisis, tingkat keterlibatan konten buatan pengguna tergolong tinggi, yakni 79,31%, sejalan dengan capaian kesadaran merek yang juga berada di angka 80,18%. Melalui verifikasi hipotesis, ditemukan bukti bahwa konten buatan pengguna berkolaborasi positif dan signifikan dalam memengaruhi kesadaran merek Telkom University dengan nilai signifikansi 0,000 dan nilai koefisien determinasi mencapai 52,9%. Temuan ini menunjukkan bahwa keterlibatan digital audiens bukan sekadar pendukung, melainkan aset utama bagi perguruan tinggi. Pihak universitas perlu mengadopsi model komunikasi yang lebih interaktif dan partisipatif agar citra merek tetap terjaga dan selalu relevan dengan ekspektasi publik di masa depan.
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.
Penerapan Theory Stimulus-Organism-Response (S-O-R) dan Theory Of Design dalam Menguji Pengaruh Desain Packging Skintific Facial Wash terhadap Keputusan Pembelian Nazila Rizqa Hidayati; Riska Aprilina; Rahmat Hidayat
Jurnal Siber Multi Disiplin Vol. 4 No. 2 (2026): Jurnal Siber Multi Disiplin (Juli - September 2026)
Publisher : Siber Nusantara Research & Yayasan Sinergi Inovasi Bersama (SIBER)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jsmd.v4i2.948

Abstract

Persaingan ketat di industri perawatan kulit, merek harus mengembangkan kemasan yang fungsional dan mampu membentuk perilaku pembelian konsumen. Studi ini meneliti desain kemasan produk Skintific dan menganalisis dampaknya secara langsung terhadap keputusan pembelian konsumen pada tahun 2025. Dengan menggunakan pendekatan deskriptif-analitis kuantitatif, data dikumpulkan melalui kuesioner skala Likert yang didistribusikan kepada konsumen Skintific, dengan ukuran sampel ditentukan melalui rumus Slovin. Teknik analisis data melibatkan statistik deskriptif, pengukuran validitas dan reliabilitas, dan uji regresi linier sederhana yang dihitung melalui perangkat lunak SPSS. Temuan empiris menunjukkan bahwa elemen desain kemasan yang terdiri dari estetika visual, warna, bentuk, kualitas material, dan kejelasan informasi memberikan pengaruh positif yang signifikan terhadap keputusan pembelian konsumen. Akibatnya, desain kemasan yang menarik, informatif, dan praktis berhasil meningkatkan kepercayaan merek dan sangat mendorong perilaku pembelian ulang pelanggan untuk produk Skintific.
What Drives Muslim Tourists' Visit Intention? The Roles of Halal Assurance, Service Quality, and Brand Trust in Muslim-Friendly Restaurants Keyshifa Anardi; Bethani Suryawardani; Rahmat Hidayat
Journal of Digital Marketing and Communication Volume 6 - Issue 2 - 2026
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v6i2.1288

Abstract

The rise in halal travel drove an increasing demand for Muslim-friendly restaurants capable of meeting Muslim tourists' needs through halal certification and high-quality service. This study examined the effects of Halal Assurance and Service Quality on Visit Intention, with Brand Trust serving as a mediating variable, among Muslim-friendly restaurants in the Braga area of Bandung. A quantitative approach was employed involving 207 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicated that Halal Assurance and Service Quality had positive and significant effects on both Brand Trust and Visit Intention. However, Brand Trust did not have a significant effect on Visit Intention and, therefore, did not mediate the relationships between Halal Assurance, Service Quality, and Visit Intention. These findings suggested that Muslim tourists placed greater emphasis on halal assurance and service quality than on brand trust when determining their intention to visit Muslim-friendly restaurants.
Analysis of the Influence of the Utilization of Augmented Reality Technology on IKEA Planner on Purchase Decisions through the Technology Acceptance Model (TAM) Approach Della Rahman Ramadhani; Astri Wulandari; Rahmat Hidayat
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11954

Abstract

The development of digital technology has encouraged companies to present innovations that are able to improve the consumer experience in the purchasing decision-making process. One of the innovations that is growing is the use of Augmented Reality (AR) technology through IKEA Planner, which allows consumers to visualize the placement of furniture products virtually before making a purchase. This research seeks to explore the influence of the use of Augmented Reality technology in IKEA Planner on consumer purchase decisions using the Technology Acceptance Model (TAM) approach. The variables analyzed included Perceived Usefulness, Perceived Ease of Use, Attitude Toward Using, Behavioral Intention to Use, and Purchase Decision. The study used a quantitative approach with a survey method of IKEA Planner users who met the research criteria. Data was collected through questionnaire dissemination and analyzed using statistical analysis techniques to test the relationship between variables according to the research model. The results show that the use of Augmented Reality technology through IKEA Planner has a positive influence on purchasing decisions. The perception of usability, the perception of ease of use, attitude towards use, and the intention to use technology contribute to increasing consumer confidence in the purchase decision-making process. The findings of this study show that the application of Augmented Reality technology not only improves the digital shopping experience, but also becomes a marketing strategy that is able to strengthen consumer trust and support increased purchasing decisions. This research is expected to be a reference for companies in developing technology-based digital marketing strategies that are oriented towards improving consumer experience and behavior.
Analisis Hybrid Experience Marketing Terhadap Brand Image Telkom University Widya Larasati; Rahmat Hidayat; Alma Syifa
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.744

Abstract

Penelitian ini dilakukan untuk menggambarkan kondisi hybrid marketing dan brand image, serta untuk mengetahui pengaruh Hybrid Experience Marketing terhadap Brand Image Telkom University. Di tengah kemajuan teknologi yang pesat dan perubahan perilaku masyarakat dalam hal konsumsi informasi, perguruan tinggi dituntut untuk menerapkan strategi pemasaran yang mampu memadukan pengalaman digital dan konvensional. Pendekatan ini dikenal sebagai hybrid marketing, sebuah strategi yang menggabungkan berbagai macam saluran pemasaran untuk menciptakan pengalaman yang lebih terintegrasi, interaktif, dan bernilai bagi calon mahasiswa dan mahasiswa aktif. Implementasi strategi ini diharapkan dapat menumbuhkan persepsi positif dan memperkuat brand image Telkom University di mata masyarakat. Pendekatan kuantitatif digunakan dalam penelitian ini dengan metode eksplanatori guna mengkaji hubungan antara variabel-variabel yang diteliti. Populasi penelitian terdiri dari mahasiswa yang saat ini terdaftar di Universitas Telkom, dengan sampel yang banyaknya mencapai 114 responden yang ditentukan menggunakan rumus Taro Yamane. Data primer dikumpulkan dari penyebaran kuesioner yang didesain menggunakan skala Likert 5 poin. Selanjutnya, dianalisisnya data menggunakan statistik deskriptif untuk menggambarkan karakteristik data, diikuti dengan uji validitas dan reliabilitas untuk memastikan kualitas instrumen penelitian. Pengujian hipotesis dilakukan melalui analisis regresi linear sederhana, uji parsial (uji-t), dan koefisien determinasi menggunakan perangkat lunak SPSS.
The The Effectiveness of Telkom University's Omnichannel Marketing on Student Decisions (Case Study: Digital Marketing Study Program): (Case Study: Digital Marketing Study Program) muhammad tondi; Rahmat Hidayat; Laksmi Saraswati
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11195

Abstract

In the last decade, the higher education sector has faced increasingly fierce competition, demanding the adaptation of more integrated marketing strategies. This study seeks to examine the effectiveness of Telkom University’s omnichannel marketing. implementation in influencing students' decisions to choose the Digital Marketing Study Program. The main problem underlying this research is the declining trend in the number of enrollments in the study program from 2022 to 2025. Using a quantitative method with an associative/causal approach, data were collected through a questionnaire from 103 respondents who were active and new students of the Digital Marketing Study Program. The variables tested included Omnichannel Marketing (X) with indicators of channel integration quality, content consistency, seamless customer experience, and personalization, and Purchase Decision (Y) with indicators of problem identification, information seeking, evaluation of available alternatives, and purchase decision-making. Marketing showed a significant positive effect on students’ decision-making process, as reflected by the corresponding significance value. of 0.000 and a t-value of 12.959. The model's explanatory power was reflected by (R²) of 0.624 indicates that Omnichannel Marketing contributes 62.4% to the variation in student decisions, while the other 37.6% of the variance is influenced by factors not included in the proposed research model.This study concludes that consistent and seamless communication channels are crucial factors in building trust and strengthening prospective students' decisions. Recommendations for study programs include increasing responsiveness in real-time communication channels and optimizing interactive content to strengthen prospective students' digital experiences.
Analisis Hubungan Kredibilitas Dan Authenticity Influencer Terhadap Efektivitas Affiliete Marketing Tiktok Shop Produk Wardah Pada Generasi Z Di Jawa Barat Naza Shalma; Sampurno Wibowo; Rahmat Hidayat
Jurnal Ragam Pengabdian Vol. 3 No. 2 (2026): Mei-Agustus, Sustainable Development Goals (SDGs): Multidisciplinary Perspectiv
Publisher : Lembaga Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/hx4xs653

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas dan authenticity influencer terhadap efektivitas affiliate marketing TikTok Shop pada produk Wardah di kalangan Generasi Z di Jawa Barat. Di tengah pesatnya perkembangan pemasaran digital, pemilihan influencer yang tepat menjadi kunci keberhasilan promosi produk kecantikan. Metode penelitian yang digunakan adalah metode kuantitatif dengan menyebarkan kuesioner kepada 115 responden yang merupakan pengguna aktif TikTok di Jawa Barat. Teknik analisis data yang digunakan mencakup uji validitas, reliabilitas, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa baik kredibilitas maupun authenticity influencer memiliki peran positif dan signifikan dalam meningkatkan efektivitas affiliate marketing. Temuan ini memberikan kontribusi bagi pemasar dalam merumuskan strategi promosi yang lebih tepat sasaran, dengan menitikberatkan pada pemilihan influencer yang tidak hanya memiliki keahlian, tetapi juga mampu membangun kedekatan emosional melalui konten yang autentik.
Co-Authors Agus Maolana Hidayat Akhiva Jeven Christian Alma Syifa Astri Wulandari Ati Mustikasari Bethani Suryawardani Dandy Marcelino Della Rahman Ramadhani Didit Endriawan Donny Trihandono Dzaky Aly Ramdhani Harrie Lutfie Kamila Khairunnisa Azahra Keyshifa Anardi Laksmi Saraswati Laksmi Saraswati Hadiansyah Leni Cahyani Muhamad Rizky muhammad tondi Naili Surayya M. Yanis Naza Shalma Nazila Rizqa Hidayati Nellyaningsih Nur Al Huda Ma’rifatullah Riska Aprilina Sampurno Wibowo Sri Widaningsih Tjokorda Wirayuda Widya Larasati Yessa Winardi