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All Journal Equator Journal of Management and Entrepreneurship JAM : Jurnal Aplikasi Manajemen Asia-Pacific Management and Business Application Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Gema Wiralodra International Journal of Financial, Accounting, and Management Journal of Enterprise and Development (JED) Creative Research Management Journal Utsaha: Journal of Entrepreneurship Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) The Manager Reveiew Strata Business Review Jurnal Semarak Mengabdi IJEFSD
Muhartini Salim
Fakultas Ekonomi Manjemen Universitas Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Attitude Towards Green Products And Green Purchase Intention On The Green Purchase Behavior Of Detergent Products In The City Of Bengkulu Apriyani, Neni; Salim, Muhartini; Santi, Fitri
The Manager Review Vol. 5 No. 2 (2023)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v5i2.32871

Abstract

The aim of this research is to determine the influence of knowledge of environmentally friendly products on environmentally friendly purchasing behavior, to determine the influence of attitudes towards environmentally friendly products on environmentally friendly purchasing behavior, and to determine the influence of environmentally friendly purchasing intentions on environmentally friendly purchasing behavior of detergent products in the city. Bengkulu. The research design is a survey. The population is the group studied, in this case the population of Instagram Info Bengkulu followers is 326,000 people. The sample for this research was 205 housewives in Bengkulu City who follow Bengkulu Info Instagram. Sampling was carried out using the accidental sampling method. The data analysis technique in this research is based on a reliable tool for testing models with a weak theoretical basis on data that experiences classical assumption problems. To test the influence of the PLS-based structural model through the inner model. The results of the research show that knowledge of environmentally friendly products has a significant effect on environmentally friendly purchasing behavior of detergent products in Bengkulu City and attitudes towards environmentally friendly products have a significant effect on environmentally friendly purchasing behavior of detergent products in Bengkulu City and environmentally friendly purchasing intentions have no significant effect on purchasing behavior environmentally friendly detergent products in Bengkulu City. has a significant effect on green purchase behavior for detergent products in Bengkulu City.
Effect Of Viral Marketing And Brand Awareness On Purchase Intention With Customer Trust As A Mediation Variable in Tik Tok Shop User Salim, Muhartini; Putri, Seprianti Eka
The Manager Review Vol. 6 No. 1 (2024)
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/tmr.v6i1.33525

Abstract

This research aims to analyze the effect of viral marketing on purchase intention, brand awareness influences purchase intention, customer trust mediates the influence of viral marketing on purchase intention and customer trust mediates the influence of brand awareness on purchase intention. The sampling technique uses purposive sampling. Data was obtained by distributing online questionnaires related to viral marketing, brand awareness, purchase intention, and customer trust to 110 respondents. The sampling technique is purposive sampling and the analysis method is Partial Least Square using the Smart PLS application. The research results show that viral marketing does not affect purchase intention, brand awareness affects purchase intention, customer trust does not mediate the effect of viral marketing on purchase intention and customer trust mediates the effect of brand awareness on purchase intention.
NIAT MEMBELI GREEN PRODUCT PADA GENERASI MILLENIAL DI INDONESIA Ikhsan, Muhammad; Salim, Muhartini; Hayu, Rina Suthia
Creative Research Management Journal Vol 6 No 2 (2023): December
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/hvgdcd94

Abstract

This study focuses on millennials' intentions to buy green products in Indonesia. The Theory of Planned Behavior (TPB) was applied in this study. The purpose of this study is to investigate the impact of environmental awareness, environmental knowledge, attitudes, behavioral control perceptions, and subjective norms on purchase intent. The quantitative research approach was applied, and primary data were gathered using an online questionnaire. This research included 230 respondents who planned to buy ecologically friendly items. The analysis approach used in this work is Structural Equation Modeling (SEM). AMOS 20.0 for Windows was utilized as the testing software. The data reveal that the higher the level of environmental concern, attitude, and perceived behavioral control, the greater the desire to buy green items among Indonesian millennials. While there is a negative relationship between environmental knowledge characteristics and subjective standards and the propensity to buy green items. Practical advice in this study is that it is hoped that providers of environmentally friendly products (green products) can provide a more detailed explanation of the benefits of green products to the millennial generation in order to create an attitude of care for the environment and provide information that environmentally friendly products are easily obtained in order to encourage consumers to have the intention to buy environmentally friendly products.
Critical Review: Factors Affecting Online Purchase Intention Generation Z Veybitha, Yolanda; Alfansi, Lizar; Salim, Muhartini; Darta, Effed
Journal of International Conference Proceedings Vol 4, No 1 (2021): Proceedings of the 9th International Conference of Project Management (ICPM) Mal
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jicp.v4i1.1162

Abstract

This review aims to examine in depth what factors influence Generation Z's online purchase intention. In addition, the author also examines the online shopping research framework model as a reference to be developed in further research. The author collects the results of previous studies regarding online purchase intentions for 10 years (2011 – 2021) from various international journal sources. Based on the results of previous studies, the research model framework uses TAM (Technology Acceptence Model) variables, trust, social factors, security, and website quality. The main finding in previous research shows that the security factor greatly determines a person's online purchase intention. The security factor here is not just a product guarantee to consumers, but also about consumer data that is not easily hacked by irresponsible parties. The convenience of the payment system also influences online purchase intentions. In addition, utilitarian and hedonic motives encourage individuals to make online purchases. The utilitarian motive is concerned with consumer needs, while the hedonic motive emphasizes pleasure.
INFLUENCE OF BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, AND BRAND LOYALTY OF TIKTOK SHOP | TOKOPEDIA ON PURCHASE DECISION Anjelita, Adelia; Salim, Muhartini
UTSAHA: Journal of Entrepreneurship Vol. 4 Issue 1 (2025)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v4i1.714

Abstract

E-commerce in Indonesia is growing fast, with TikTok Shop and Tokopedia becoming increasingly popular platforms. Many factors such as brand awareness, brand association, perceived quality, and brand loyalty are crucial in impacting consumer purchasing decisions. This research aims to analyze the influence of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on consumer purchase decisions at TikTok Shop | Tokopedia, both partially and simultaneously. This research applies quantitative methods with non-probability sampling techniques, specifically purposive sampling, in sample selection. Data was collected through an online questionnaire using Google Forms, which was distributed to active users who had made purchase transactions at TikTok Shop | Tokopedia. The population of this research consisted of at least 100 respondents. Data analysis was carried out using the Multiple Linear Regression method. The results showed that Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty have a positive and significant influence on purchasing decisions, both partially and simultaneously. Therefore, companies should improve their branding strategies to strengthen these four aspects to encourage purchasing decisions and maintain customer loyalty.
FROM TIKTOK TO CHECKOUT: How Social Media Marketing Influences Gen Z’s Purchase Intention for Halal Cosmetics through Brand Trust and Perceived Value Aribtha, Dwi Noviola; Salim, Muhartini
UTSAHA: Journal of Entrepreneurship Vol. 4 Issue 1 (2025)
Publisher : jfpublisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56943/joe.v4i1.721

Abstract

For Generation Z, social media has become an inseparable aspect of daily life, influencing various aspects of consumer behavior, including purchasing decisions. Among the numerous social media platforms, TikTok has emerged as a powerful tool in shaping consumer perceptions, particularly in the beauty and cosmetics industry. In the context of halal cosmetics, TikTok plays a crucial role in enhancing perceived value and strengthening brand trust, both of which are essential factors in influencing purchase intention. This study aims to examine the impact of social media marketing via TikTok on purchase intention, with brand trust and perceived value acting as mediating variables. The research focuses on halal cosmetic products in Bengkulu Province, employing a quantitative methodology. Data collection was conducted through a structured questionnaire, with respondents providing their answers on a five-point Likert scale. A minimum sample size of 95 respondents was determined for this study. The data analysis was carried out using Smart PLS 4.0 to evaluate the relationships between the variables. The findings reveal that social media marketing has a significant and positive effect on purchase intention. Furthermore, brand trust and perceived value serve as mediators, reinforcing the relationship between social media marketing and purchase intention. These results highlight the importance of social media strategies in increasing consumer trust and perceived product value, ultimately driving purchase decisions for halal cosmetics.
Exploring the impact of social influence and halal certification on repurchase intention: The mediating role of trust in online purchases of imported halal food in Indonesia Syaefulloh, Syaefulloh; Alfansi, Lizar; Hadi, Effed Darta; Salim, Muhartini
International Journal of Financial, Accounting, and Management Vol. 6 No. 4 (2025): March
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/ijfam.v6i4.2848

Abstract

Purpose: This study aims to analyze the influence of Social Influence and Halal Certification on Repurchase Intention, with Trust as a moderating variable in the online purchase of imported halal food in Indonesia. Methods: The sample consisted of 260 consumers who made online purchases of imported halal food in Indonesia. Data collection was conducted via a Google Form survey distributed online to respondents. Partial Least Square Structural Equation Modeling (PLS-SEM) was used to test the research hypotheses. Results: The results indicate that Performance Expectancy (PE) significantly positively influences trust (TR). Social Influence (SI) significantly impacts Trust (TR), strongly shaping consumer confidence. Halal Certification plays a significant role in enhancing consumer trust regarding online purchases of imported halal food. Consumer Trust (TR) significantly affects Repurchase Intention (RI). SI also significantly influenced RI. Although Halal Certification (HC) boosts consumer trust in product quality, its effect on RI is not significant. SI significantly impacts RI through the mediation of trust. HC significantly influenced RI, which was fully mediated by trust. Conclusions: Social Influence and Halal Certification both enhance consumer Trust, which significantly drives Repurchase Intention, with Trust fully mediating the effect of Halal Certification and partially mediating the effect of Social Influence, while Halal Certification alone does not directly influence repurchase behavior. Limitations: This study has limitations regarding the sample, which only includes consumers from urban areas, necessitating caution in generalizing the findings to rural populations. Additionally, cultural factors and religiosity impacting trust were not included as control variables.    Contribution: This study provides practical insights for e-commerce businesses and halal food importers regarding the importance of halal certification and social influence in shaping consumer trust and repurchase intention. Furthermore, it enriches the literature on Muslim consumer behavior in the digital context. Novelty: This research contributes new insights by examining the role of trust as a moderating variable in online purchases of imported halal food, a relatively under-researched area, particularly in Indonesia, the country with the largest Muslim population in the world.
Motivation As A Key Driver For Performance Improvement Among Health Promotion Staff At Jalan Gedang Health Centre, Bengkulu City Mansyur, Edriwan; Salim, Muhartini; Abdillah, Willy; Praningrum
International Journal on Economics, Finance and Sustainable Development (IJEFSD) Vol. 6 No. 4 (2024): International Journal on Economics, Finance and Sustainable Development (IJEFSD
Publisher : Research Parks Publishers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31149/ijefsd.v6i11.5326

Abstract

This study explores the impact of motivation on the performance of health promotion staff at the Jalan Gedang Health Centre in Bengkulu City, addressing a gap in understanding the role of intrinsic and extrinsic motivators in public health contexts. Using a mixed-methods approach with quantitative surveys and qualitative interviews involving 50 staff members, the research aims to identify key motivational factors influencing performance. Results show that intrinsic motivation, such as personal growth and job satisfaction, and extrinsic factors, including recognition, incentives, and a supportive work environment, are significantly associated with enhanced performance. Staff who feel valued and supported demonstrate greater engagement, contributing to improved health outcomes in the community. The findings highlight the need for motivating work environments through leadership, recognition programs, and professional development, underscoring motivation’s potential to enhance service quality in public health.
Scroll, Click, Checkout: Does Visual Appeal Take Women's Attention to Buy Impulsively? Hayati, Emirah; Salim, Muhartini
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13159

Abstract

Purpose: This study investigates how visual appeal in e-commerce influences impulse buying among women, with browsing behavior as a mediating factor. It explores how the appearance of e-commerce applications facilitates both hedonic and utilitarian browsing, which may lead to impulse buying.Method: This study used a quantitative approach by distributing online questionnaires via Google Forms through social media. The sample included 170 Gen Z and Millennial women aged 17–44 years who use Shopee in Indonesia. We analyzed the data using Structural Equation Modeling with the Partial Least Squares (PLS-SEM) method in SmartPLS4.Result: The results show that visual appeal significantly influences both hedonic and utilitarian browsing. Only hedonic browsing directly drives impulse buying. Visual appeal and utilitarian browsing do not significantly affect impulse buying. Moreover, hedonic browsing fully mediates the effect of visual appeal on impulse buying, while utilitarian browsing does not act as a significant mediator.Practical Implications for Economic Growth and Development: This study emphasizes the importance of visual design in e-commerce platforms. Appealing visuals enhance users' enjoyment during hedonic browsing, increasing the chance of impulse buying. By creating engaging visual experiences, developers and sellers can foster user satisfaction, loyalty, and sales growth.Originality/Value: This study offers new insights by focusing on Gen Z and Millennial women in Indonesia—an underrepresented group in e-commerce research. It also clarifies the distinct mediating roles of hedonic and utilitarian browsing in the relationship between visual appeal and impulse buying.
Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator Fadilah, Salsa Jihan; Salim, Muhartini
Journal of Enterprise and Development (JED) Vol. 7 No. 2 (2025)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v7i2.13176

Abstract

Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions.Method: We employed a quantitative research methodology, using purposive sampling to recruit 200 participants who were familiar with Avoskin products. Data were collected through online questionnaires distributed via social media platforms. To analyze the relationships among the study variables, we applied SEM-PLS approach.Result: Our findings indicate that both green marketing and perceived value exert significant and positive influences on consumers' purchase decisions. Furthermore, we found that brand image functions as a mediating variable, enhancing the effects of green marketing and perceived value on purchasing behavior. A strong brand image amplifies the impact of environmentally friendly marketing efforts and consumers' value perceptions, thereby reinforcing their likelihood of making a purchase.Practical Implications for Economic Growth and Development: This research shows that environmentally friendly marketing strategies in the cosmetics sector can drive sustainable economic development by boosting product competitiveness, fostering green innovation, and aligning with consumer preferences.Originality/Value: The originality of our research lies in the inclusion of perceived value as a critical yet underexplored factor in the context of green marketing. By highlighting its role—alongside brand image—in shaping purchase decisions, this study offers novel insights into consumer behavior in the Indonesian cosmetics market.
Co-Authors . Darmansyah Alamsyah, Muhammad Hafizh Alfansi, Lizar Alfeb, Nochia Vedora Anjelita, Adelia Apriyani, Neni Aribtha, Dwi Noviola Darta, Effed Eka Putri, Seprianti Fadilah, Salsa Jihan Febliansa, Muhammad Rahman Fitri Santi Frety, Novaria Gustini, Gustini Hadi, Effed Darta Hayati, Emirah Mansyur, Edriwan Muhammad Ikhsan Oktaviany, Putri Porleansyah, Harkel Praningrum Rina Suthia Hayu Rudi Setiawan Safirda, Dea Astry Sartika, Ipen seprianti eka putri Sularsih Anggarawati Sutanpri, Sutanpri Suthia Hayu, Rina Syaefulloh Syah, Irchan Ardian Syamsul Bachri Veybitha, Yolanda Willy Abdillah