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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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Pengaruh Celebrity Endorser terhadap Keputusan Pembelian Produk di Indonesia (Penelitian Online) Darmansyah, .; Salim, Muhartini; Bachri, Syamsul
Jurnal Aplikasi Manajemen Vol. 12 No. 2 (2014)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

The purpose of this study was to analyze the influence of buying decision product in Indonesian. Variables identified in the survey is the Celebrity Endorser and Buying Decision. The respondents consumers product in indonesian. This research was conducted online are spread throughout the Indonesian region. Data were collected by questionnaires distributed directly to the respondents, data used is primary data that is by distributing questionnaires to 300 respondents. The sampling technique used directly nonprobability sampling is purposive sampling data. The results show that the Celebrity Endorser positive influence on the Buying Decision. because all indicators simultanly celebrity endoser can influence purchasing decisions.
Penggunaan Digital Marketing Untuk Meningkatkan Kinerja dan Omset Penjualan UMKM di Kabupaten Bengkulu Tengah Salim, Muhartini; Eka Putri, Seprianti; Suthia Hayu, Rina; Gustini, Gustini
Jurnal Semarak Mengabdi Vol 4 No 2 (2025): Juli
Publisher : STIA Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56135/jsm.v4i2.243

Abstract

Tujuan dari kegiatan PKM ini adalah untuk memberikan pengetahuan tentang penggunaan digital marketing bagi Usaha Mikro Kecil dan Menengah di Bengkulu Tengah . Metode kegiatan pengabdian kepada masyarakat ini dimulai dengan tahap persiapan dan survei lapangan. Tahap survei ini dimulai dengan berdiskusi langsung bersama Owner UMKM Bengkulu Tengah, untuk mengidentifikasi kebutuhan, peluang, dan tantangan yang dihadapi oleh para pelaku usaha UMKM. Kemudian, tahap sosialisasi dilakukan oleh tim. Hasil dari kegiatan pengabdian kepada masyarakat ini adalah pengetahuan peserta dalam hal ini pelaku usaha UMKM mengenai penggunaan digital marketing sehingga dapat meningkatkan omset penjualan usaha sebelum kegiatan PKM mayoritas berada di kategori kurang memahami. Setelah kegiatan PKM dilaksanakan dan pemaparan materi disampaikan, diketahui bahwa pengetahuan peserta mengenai digital marketing setelah disampaikan semakin meningkat
The influence of product quality and Word of Mouth (WOM) on repurchase intentions through the mediation of consumer satisfaction Sartika, Ipen; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.637

Abstract

Repurchase intention is one of the main goals of the marketing strategy planned by every businessperson. This research aims to determine the direct influence of product quality and word of mouth on repurchase intentions, which is mediated by consumer satisfaction with Mixue products in Bengkulu City, which occurs due to the phenomenon of the Mixue brand, which is starting to mushroom in every region of Indonesia. The research method uses a quantitative approach, with a sample of 100 respondents using a purposive sampling. Data is processed using SmartPLS 4. The research results show that product quality and word of mouth have a significant effect on consumer satisfaction, consumer satisfaction has a significant effect on repurchase intention, product quality has no significant effect on repurchase intention, word of mouth has a significant effect on repurchase intention, product quality and word of mouth has a significant effect on repurchase intention through consumer satisfaction. This research provides insight for companies to increase consumers repurchase intentions by recognizing the positive impact of product quality and word of mouth in helping companies achieve customer loyalty and sustainable business growth.
Customer Loyalty: the influence of company image, service quality, and customer satisfaction as mediators Safirda, Dea Astry; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.639

Abstract

This study aims to determine the effect of company image and service quality on customer loyalty through customer satisfaction at PT PLN (Persero) ULP Teluk Segara. This research methodology uses a questionnaire as a data collection tool obtained from PT PLN (Persero) ULP Teluk Segara. The sampling method uses a non-probability strategy technique with a sample of 120 respondents who use company services at PT PLN (Persero) ULP Teluk Segara. The analysis used is the Structural Equation Model (SEM), which is processed using SmartPLS. The results of the analysis show: 1) Company image has a significant effect on customer satisfaction; 2) Service quality has a significant effect on customer satisfaction; 3) Customer satisfaction has a significant effect on customer loyalty; 4) Company image has a significant effect on customer loyalty; 5) Service quality has a significant effect on customer loyalty; 6) Company image has a significant effect through customer satisfaction on customer loyalty; 7) Service quality has a significant effect through customer satisfaction on customer loyalty. With the findings of this study, it is hoped that the PT PLN (Persero) Teluk Segara ULP company can focus more on improving its image and service quality to increase customer satisfaction, which will ultimately support higher customer loyalty.
The influence of product quality and brand image on consumer loyalty is mediated by customer satisfaction Alfeb, Nochia Vedora; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.640

Abstract

Based on BPS 2021, Indonesia's cosmetics industry grew by 9.61%. BPOM recorded a 20.6% surge in cosmetics companies in 2022 and continued to increase in 2023. Indonesians trust local products to care for themselves; for example, Scarlett whitening dominated the market share with 11.32% (thus becoming the top brand), with IDR 23.8 billion in the second quarter of 2022. The research I conducted in October 2023 was quantitative, distributing questionnaires filled out by 140 respondents who used Scarlett Whitening throughout Indonesia. Then, the data was processed using SmartPLS4 (PLS-SEM). The results showed that Product quality has a significant effect on customer satisfaction, Brand image has a significant effect on customer satisfaction, Product quality has a significant effect on Customer Loyalty, Brand image has a significant effect on customer loyalty, Product quality has a significant effect on customer loyalty through customer satisfaction as a mediating variable; Brand image has a significant effect on Customer Loyalty through customer satisfaction as a mediating variable; Customer satisfaction has a significant effect on Customer Loyalty. These results provide insight for consumers in choosing products and things for companies that can increase Customer Loyalty. It is recommended that future research consider more factors that affect customer loyalty.
The influence of green perceived value and green awareness on purchasing decisions through purchase interest Alamsyah, Muhammad Hafizh; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.642

Abstract

Awareness of sustainable purchasing decisions. This study uses quantitative methods with an associative descriptive approach and data processing using the PLS-SEM 4 application. The research population includes consumers of Alfamart customers in Bengkulu who have purchased environmentally friendly shopping bags. The questionnaire was distributed to 100 respondents. The results showed a significant influence between Green Perceived Value and Green Awareness on purchasing decisions for environmentally friendly shopping bags through purchase interest based on simultaneous and partial hypothesis testing. The study concludes that Green Perceived Value and Green Awareness significantly influence Purchase Interest and Purchasing Decisions related to environmentally friendly shopping bags. The findings emphasize the importance of incorporating environmental values, increasing consumer awareness, and generating buying interest in marketing strategies. Future research should expand sample coverage and consider additional factors like socio-economic variables, consumer preferences, and specific marketing strategies influencing purchase decisions for such products. These findings have practical implications for manufacturers and marketers, suggesting the importance of integrating environmental values into marketing strategies to increase consumer awareness and foster buying interest in eco-friendly products. The results offer valuable guidance for designing effective strategies that align with consumer preferences for sustainability. Future research should expand sample coverage and consider additional factors, such as socio-economic variables, to refine marketing approaches for environmentally friendly products further.
The influence of micro-influencers and content marketing through customer engagement on purchasing decisions Setiawan, Rudi; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.643

Abstract

Technology has had a huge impact on the marketing field. In today's digital era, technology has completely changed the way we interact and communicate with customers. Instagram is the object of research because this platform has become one of the largest and most popular social media in the world. This research aims to determine the influence of micro-influencers and content marketing through customer engagement on product purchasing decisions on Instagram. The data obtained by this research is through a questionnaire from 100 respondents. Instagram users. This research data was processed using SEM (Structural Equation Modeling) using the SmartPLS4 application. The results of this research show the positive influence of Micro-influencers on Customer engagement, Content marketing on Customer engagement, Micro-influencers on purchasing decisions, Content marketing on purchasing decisions, Customer engagement on purchasing decisions, and Micro influencers on work decisions through customer engagement. Content marketing on employment decisions through customer engagement. Implementation for companies that market their products via Instagram is expected to use Micro-Influencers and Content Marketing to attract buyers and good customer engagement, resulting in purchasing decisions on the Instagram application.
THE INFLUENCE OF VIRAL MARKETING AND ONLINE CUSTOMER REVIEWS ON TIKTOK ON PURCHASING DECISIONS FOR UNIQLO FASHION PRODUCTS AMONG GENERATION Z IN INDONESIA : A STUDY OF THE MEDIATING ROLE OF CONSUMER TRUST Syah, Irchan Ardian; Salim, Muhartini
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 2 (2024): Edisi Mei - Agustus 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i2.4230

Abstract

The e-commerce industry in Indonesia has experienced significant growth. Data from the Central Statistics Agency (BPS) shows 17%, with the total number of e-commerce businesses reaching 26.2 million units. This study aims to analyze the influence of viral marketing and online customer reviews on TikTok on the purchase decision of UNIQLO fashion products among Generation Z in Indonesia, considering the mediating role of consumer trust. This study uses quantitative methods by distributing questionnaires to 160 Generation Z respondents who actively use TikTok. This research data was processed using SEM (Structural Equation Modeling) using the SmartPLS4 application. The results show that Viral Marketing has a significant impact on Trust, Online Consumer Reviews has a significant impact on Trust, Trust has a significant impact on Purchasing Decisions, Viral Marketing has a significant impact on purchasing decisions, Viral Marketing has a significant impact on Purchasing Decisions through Trust, Online Consumer Reviews has a significant impact on Purchasing Decisions through Trust. However, the Online Consumer Reviews variable did not significantly affect purchasing decisions. The implication of this research for UNIQLO is that utilizing viral marketing and encouraging positive customer reviews on platforms such as TikTok can be an effective strategy to increase purchase decisions. UNIQLO also needs to communicate values that align with Generation Z preferences, such as sustainability and ethical practices in the fashion industry.
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.
ANALISIS CUSTOMER LOYALTY PADA SEKTOR PERBANKAN DI INDONESIA DITINJAU DARI BEBERAPA VARIABEL Frety, Novaria; Salim, Muhartini; Hadi, Effed Darta; Anggarawati, Sularsih
Equator Journal of Management and Entrepreneurship (EJME) Vol 12, No 2 (2024): Equator Journal of Management and Entrepreneurship
Publisher : Universitas Tanjungpura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/ejme.v12i2.71979

Abstract

Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh service quality dan trust terhadap customer loyalty pada sektor perbankan di Indonesia khususnya pada 10 bank umum dan 3 bank digital terbesar berdasarkan dari total aset tahun 2022 dengan customer satisfaction sebagai variabel mediasi dengan jumlah sampel sebanyak 383 nasabah. Dalam penelitian ini, Structural Equation Model dengan Program Lisrel 8.8. Hasil penelitian menunjukkan bahwa: (1) service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction, (2) trust berpengaruh secara positif dan signifikan terhadap customer satisfaction, (3) service quality berpengaruh secara positif dan signifikan terhadap customer loyalty, (4) trust berpengaruh secara negatif dan signifikan terhadap customer loyalty, (5) customer satisfaction berpengaruh secara positif dan signifikan terhadap customer loyalty, (6) Customer satisfaction dalam memediasi pengaruh service quality terhadap customer loyalty memiliki pengaruh yang signifikan.  Peran  mediasi  dari  variabel customer  satisfaction  dalam  menjembatani pengaruh antara variabel service quality terhadap customer loyalty adalah partial mediated. Oleh karena itu tanpa adanya variabel customer satisfaction sebagai mediasi, variabel  service  quality tetap  berpengaruh terhadap  customer  loyalty,  dan (6) Customer satisfaction memiliki pengaruh yang signifikan dalam memediasi pengaruh trust terhadap customer loyalty. Peran  mediasi  dari  variabel  customer satisfaction dalam  menjembatani  pengaruh antara variabel trust terhadap customer  loyalty  adalah  full  mediated.  Hasil  ini  menunjukkan  bahwa  variabel trust mampu memberikan pengaruh terhadap variabel customer  loyalty melalui mediasi variabel customer satisfaction.  
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