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All Journal Jurnal Pariwisata Pesona JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) EKUITAS (Jurnal Ekonomi dan Keuangan) International Journal of Economics, Business and Accounting Research (IJEBAR) Al-Kharaj: Journal of Islamic Economic and Business Indonesian Journal of Global Health research INVEST : Jurnal Inovasi Bisnis dan Akuntansi E-JRM JBIMA: Jurnal Pengabdian kepada Masyarakat
Siti Asiyah
FEB Universitas Islam Malang
Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Nursing Public Health Social Sciences Other

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Peningkatan Kapasitas Pemasaran Digital UMKM Mitra BUMN melalui Platform PaDi UMKM HENDRA DHARMAWAN; Meitria Syahadatina Noor; Andi Agung Prawiro; Mutiara Octa; Siti Asiyah
Jurnal Pengabdian kepada Masyarakat Vol 2 No 2 (2025)
Publisher : PT. Edutech Inovatif Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64109/jgkrsp22

Abstract

Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kapasitas pemasaran digital bagi UMKM yang menjadi mitra BUMN melalui platform Pasar Digital UMKM (PaDi UMKM). Permasalahan yang dihadapi oleh UMKM meliputi rendahnya pemahaman tentang strategi digital marketing, kualitas visual katalog yang belum optimal, serta kurangnya pemanfaatan media sosial sebagai alat promosi. Program ini dilaksanakan melalui pelatihan digital marketing, pendampingan pembuatan konten dan katalog, serta monitoring aktivitas digital pasca pelatihan. Hasil kegiatan menunjukkan adanya peningkatan signifikan dalam kemampuan digital marketing, kualitas visualisasi produk, serta peningkatan kunjungan dan transaksi di platform PaDi UMKM. Kolaborasi antara akademisi dan BUMN terbukti efektif dalam memperkuat kapasitas UMKM di ranah digital.
Dampak Strategi Marketing Digital sebagai Transformasi Pemasaran terhadap Penjualan Krutuk Keritik Lailia Afifah; Haifullah Hasanah; Innayah Innayah; Nadiyah Silmi Al Majid; Siti Asiyah
Jurnal Pengabdian kepada Masyarakat Vol 3 No 2 (2026)
Publisher : PT. Edutech Inovatif Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.64109/52g7dg78

Abstract

Perkembangan teknologi digital telah membawa perubahan besar dalam aktivitas pemasaran, termasuk pada usaha mikro, kecil dan menengah (UMKM). Salah satu bentuk perubahan tersebut adalah penerapan strategi marketing digital sebagai transformasi dari pemasaran konvensional menuju pemasaran berbasis teknologi. UMKM Krutuk Keritik sebagai produsen makanan ringan lokal menghadapi tantangan dalam memperluas jangkauan pasar dan meningkatkan penjualan apabila hanya mengandalkan promosi tradisional. Oleh karena itu, penelitian ini bertujuan untuk menganalisis dampak strategi marketing digital sebagai bentuk transformasi pemasaran terhadap peningkatan penjualan Krutuk Keritik. Metode penelitian yang digunakan adalah pendekatan deskriptif kualitatif melalui studi literatur dan pengamatan terhadap praktik pemasaran digital yang diterapkan oleh pelaku usaha. Hasil penelitian menunjukkan bahwa penerapan strategi marketing digital memberikan dampak positif terhadap peningkatan volume penjualan, perluasan jangkauan pasar, serta peningkatan interaksi dan loyalitas pelanggan. Konsistensi konten promosi, pemanfaatan fitur iklan berbayar, dan responsivitas terhadap konsumen menjadi faktor pendukung utama keberhasilan strategi tersebut. Dengan demikian, marketing digital sebagai transformasi pemasaran terbukti efektif dalam meningkatkan daya saing dan kinerja penjualan UMKM Krutuk Keritik di era ekonomi digital.
GREEN MARKETING: A SUSTAINABLE BUSINESS STRATEGY IN THE ECO-CONSCIOUS ERA Siti Asiyah; M. Khoirul Anwarodin Brotosuharto; Firda Fadri
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 9 No 4 (2025): December
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24034/j25485024.y2025.v9.i4.7369

Abstract

This research examines the role of green marketing in mediating between green knowledge and CSR on green trust. It investigates the correlation among four key concepts: green trust, green knowledge, CSR, and green marketing. An empirical survey tested the proposed hypotheses. Data were collected from 119 respondents in East Java, Indonesia, who consume Le Minerale bottled drinking water. Structural Equation Modeling using Partial Least Squares (SEM-PLS) was used to assess the research model. Results reveal that all direct relationships are positive and significant. Specifically, the analysis found green marketing does not significantly mediate the relationship between green knowledge and green trust. This means green knowledge does not increase green trust through green marketing. However, the indirect effect of CSR on green trust via green marketing is significant. This highlights that CSR builds green trust when green marketing is a mediator. These results suggest that green marketing can be an effective strategy for building consumer green trust. The research finds that green marketing helps companies enhance their consumers’ green trust. By exploring the roles of green knowledge and CSR in green trust through green marketing, this research highlights the value of honest and effective strategies. It also offers managerial implications for sustainable marketing.
The Influence Of Relationship Marketing And E-Service Quality On Customer Loyalty Through Customer Satisfaction Nila Kusumawati; Siti Asiyah; Muhammad Agus Salim
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (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.v8i2.10289

Abstract

This study aims to analyze the effect of relationship marketing and e-service quality on customer loyalty through customer satisfaction among Shopee users in Malang City. The rapid development of e-commerce has increased competition among platforms, making customer loyalty an important factor for business sustainability. Therefore, companies need to understand the factors that influence customer loyalty. This research uses a quantitative approach with a survey method. Data were collected through online questionnaires distributed to 112 respondents using purposive sampling techniques. The analysis method used Partial Least Square (PLS) to test the relationship between variables. The results show that relationship marketing has a positive and significant effect on customer satisfaction, while e-service quality does not significantly affect customer satisfaction. Furthermore, e-service quality and customer satisfaction have a positive and significant effect on customer loyalty. However, relationship marketing does not directly affect customer loyalty. Customer satisfaction is proven to mediate the relationship between relationship marketing and customer loyalty, but it does not mediate the effect of e-service quality on customer loyalty. The findings indicate that customer satisfaction plays a crucial role in strengthening customer loyalty. Companies are advised to focus on improving relationship marketing strategies and enhancing customer experience to maintain long-term loyalty.
Halal Branding Strategy: The Impact of Halal Labeling and Endorsement Wulan Saraswati; Siti Asiyah; Muhammad Ridwan Basalamah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 7 No. 1 (2026): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v7i1.2083

Abstract

This study aims to analyse the influence of celebrity endorsement and halal labelling on Wardah cosmetics purchase decisions, with brand image serving as a mediating variable. This research addresses the limitations of previous studies, which generally examined celebrity promotion and halal legitimacy separately, thereby failing to comprehensively explain how both factors shape the purchasing behaviour of Muslim consumers. The novelty of this study lies in integrating promotional attractiveness and halal legitimacy into a unified consumer behaviour model within the context of halal branding and Islamic marketing. This study employed an explanatory quantitative approach involving Wardah consumers in Malang City selected through purposive sampling. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that celebrity endorsement did not significantly influence purchase decisions, either directly or indirectly through brand image. In contrast, halal labelling demonstrated a strong influence on both purchase decisions and brand image. Brand image also contributed positively to purchase decisions and mediated the relationship between halal labelling and purchasing behaviour. These findings confirm that Muslim consumers’ purchasing decisions are driven more by halal credibility than by the attractiveness of celebrity figures. Therefore, halal labelling functions not only as a certification marker but also as a source of trust, brand legitimacy, and competitive differentiation in the halal cosmetics industry.
The Effect Of Learning Motivation And The Learning Environment On The Performance Of Human Resources In Achieving Qur’an Memorisation Targets Through Self-Regulated Learning (A Case Study of PPTQ Nurul Furqon, Malang) Fita Andriyani; Noor Shodiq Askandar; Siti Asiyah
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (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.v8i2.11103

Abstract

This study aims to analyse the influence of learning motivation and the learning environment on human resource (HR) performance in achieving Qur’an memorisation targets through self-regulated learning among students at PPTQ Nurul Furqon in Malang. The study employed a quantitative approach using total sampling to select 115 students. Data collection was carried out through the distribution of a questionnaire using a five-point Likert scale and analysed using the Partial Least Square-Structural Equation Modelling (PLS-SEM) method with the assistance of SmartPLS 4.0. The results of the study indicate that learning motivation and the learning environment have a positive and significant influence on self-regulated learning. Furthermore, learning motivation, the learning environment, and self-regulated learning also have a positive and significant influence on the students’ performance in achieving their Qur’an memorisation targets. Self-regulated learning was found to mediate the influence of learning motivation and the learning environment on performance. The novelty of this study lies in testing the mediating role of self-regulated learning within the context of tahfidz boarding school education. The practical implications of this study suggest that enhancing learning motivation and creating a conducive learning environment must be accompanied by strengthening students’ self-regulation skills so that the achievement of Qur’an memorisation targets can proceed more optimally and sustainably.
Pengaruh Strategi Limited edition Product (Scarcity Effect) Dan Fear of Missing Out (FOMO) Terhadap Impulsive Buying Behavior Dengan Hedonic shopping motivation Sebagai Variabel Mediasi (Studi Pada Konsumen Rucas di Kota Malang) Nada Salsabila Sofia; Siti Asiyah; Eris Dianawati
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract The increasing competition in the fashion industry encourages companies to implement marketing strategies that influence consumer behavior, particularly impulsive buying. This study aims to examine the effect of limited edition strategy and Fear of Missing Out (FOMO) on impulsive buying behavior, with hedonic shopping motivation as a mediating variable among Rucas consumers. This research employs a quantitative approach using a survey method. Data were collected from 72 respondents through questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS).The results indicate that the limited edition strategy does not have a significant direct effect on impulsive buying behavior, while FOMO has a positive and significant effect on impulsive buying behavior. Furthermore, both limited edition strategy and FOMO have a positive and significant influence on hedonic shopping motivation. Hedonic shopping motivation also has a positive and significant effect on impulsive buying behavior. In addition, hedonic shopping motivation significantly mediates the relationship between limited edition strategy and impulsive buying behavior, as well as between FOMO and impulsive buying behavior. These findings suggest that emotional factors play a crucial role as a mechanism linking marketing stimuli to consumer behavioral responses.The implications of this study indicate that scarcity-based marketing strategies and psychological pressure will be more effective in encouraging impulsive purchases when they enhance consumers’ emotional experiences and enjoyment during shopping activities. Keywords: Limited edition, Fear Of Missing Out, Hedonic shopping motivation, Impulsive Buying Behavior, SEM-PLS
Pengaruh Influencer Marketing Dan Online Customer Review Terhadap Keputusan Pembelian Melalui Brand Awareness (Studi Konsumen Produk KAHF Melalui TikTok Shop Sebagai Media Pemasaran) Ikhwan Ikhwan; Siti Asiyah; Nanik Wahyuningtyas
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This research seeks to examine the effect of influencer marketing and online customer reviews on purchasing decisions, with brand awareness functioning as an intervening variable. The study focuses on consumers of KAHF products purchased through TikTok Shop, particularly students from the Faculty of Economics and Business at Universitas Islam Malang. A quantitative research method with an explanatory research approach was applied in this study. The respondents were selected using a purposive sampling technique, resulting in 104 participants who had experience purchasing and providing reviews for KAHF products on TikTok Shop. Data collection was carried out through questionnaires, while data analysis employed the Partial Least Squares (PLS) method. The findings reveal that influencer marketing positively and significantly influences both purchasing decisions and brand awareness. Likewise, online customer reviews demonstrate a significant positive impact on purchase decisions as well as on brand awareness. In addition, brand awareness is proven to positively affect consumer purchasing decisions. Regarding the mediating role, brand awareness is found to mediate the influence of influencer marketing on purchasing decisions and the relationship between online customer reviews and purchasing decisions, although the magnitude of the mediation effects differs.These results imply that the optimization of influencer marketing initiatives and the enhancement of online customer review quality can strengthen brand awareness, which subsequently contributes to consumer purchasing behavior. Accordingly, companies, particularly KAHF, are encouraged to reinforce their digital marketing efforts by collaborating with trustworthy influencers and promoting genuine customer feedback in order to improve their competitive position on social commerce platforms such as TikTok Shop. Keyword: Influencer Marketing, Online Customer Review, Brand Awareness, Keputusan Pembelian.
Pengaruh Influencer Marketing Dan Brand Trust Terhadap Keputusan Pembelian Produk Skincare Glad2glow Dengan Minat Beli Sebagai Variabel Mediasi Di Kota Malang Nurul Ain Aqila; Siti Asiyah; Eris Dianawati
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstrak This study examines the effect of influencer marketing and brand trust on purchasing decisions for Glad2Glow skincare products, with purchase intention as a mediating variable. A quantitative explanatory approach was employed involving 75 consumers of Glad2Glow skincare products in Malang City selected through purposive sampling. Data were collected using structured questionnaires and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4.0. The findings reveal that influencer marketing does not significantly affect purchasing decisions, while brand trust has a positive and significant effect on purchasing decisions. Influencer marketing has a positive but insignificant effect on purchase intention, whereas brand trust significantly and positively influences purchase intention. Furthermore, purchase intention significantly and positively affects purchasing decisions. Mediation analysis indicates that purchase intention does not mediate the relationship between influencer marketing and purchasing decisions but successfully mediates the effect of brand trust on purchasing decisions. These results suggest that strengthening brand trust plays a more crucial role than influencer marketing in encouraging consumers to develop purchase intention and ultimately make purchasing decisions for Glad2Glow skincare products. Keyword: Influencer marketing, Brand trust, Purchase Intention, Purchase Decision
Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Keputusan Pembelian Kembali Melalui Kepercayaan Pada E-Commerce Shopee (Studi Kasus Pada Gen Z Di Kota Malang) Muh Bintang Roziq; Siti Asiyah; Abdullah Syakur Novianto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study aims to analyze the effect of electronic word of mouth (e-WOM) and brand image on repurchase decisions through trust in the Shopee e-commerce platform. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to respondents who had previously made purchases on Shopee. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) to examine the relationships among variables. The results indicate that brand image has a significant effect on trust and repurchase decisions. Trust also has a significant effect on repurchase decisions. However, electronic word of mouth does not have a significant effect on trust nor on repurchase decisions through trust. These findings suggest that although the reviews available on Shopee tend to be positive, consumers rely more on personal experience and brand perception in forming trust and making repeat purchase decisions. In conclusion, brand image and trust are the main factors influencing repurchase decisions on the Shopee e-commerce platform, while e-WOM does not directly affect repurchase decisions through trust. Therefore, companies should strengthen their brand image and maintain service quality to enhance customer loyalty. Keywords: Electronic Word Of Mouth, Brand Image, Trust, Repurchase Decision, Shopee
Co-Authors Abdilah Irsyad Abdul Awwal Abdullah Syakur Novianto Achmad Yanu Aliffianto Afi Rachmat Slamet ahmed Alhamrouni Alfian Budi Primanto Andi Agung Prawiro Anisa Putri Darvanti Arini Fitria Mustapita Baiq Handayani Rinuastuti Basalamah, Muhammad Ridwan Bella Zakila Budi Wahono Cheesa Imaniar Dwiyani Sudaryanti Endang Rahmawati Eris Dianawati Fahrurrozi Rahman Ferisca Berlian Juliyanti Fina Athiyatur Rohmaniyah Firda Fadri Fita Andriyani Haifullah Hasanah Haris Rizqi Pratama HENDRA DHARMAWAN Ida Ristianah Ikhwan Ikhwan Innayah Innayah Innayah Juanda Chrystantor Kartika Rose Rachmadi Khalikussabir, Khalikussabir Khoirul Anam Laila Dian Maslina Lailia Afifah M. Khoirul Anwarodin Brotosuharto Meitria Syahadatina Noor Miftakhul Nurjanah Muh Bintang Roziq Muhammad Agus Salim Mutiara Octa Nada Salsabila Sofia Nadiyah Silmi Al Majid Nanik Wahyuningtyas Nila Kusumawati Noor Shodiq Askandar Nur Hidayati Nurul Ain Aqila Pardiman - Rahmawati Rahmawati Ratna Tri Hardaningtyas Ririz Della Nur Aini Salman AL Farizy Shinta Amalia Putri Fauzia Silvia Ayu Wulandari Sri Wahyuni Wulan Saraswati