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All Journal International Journal of Social Science and Business International Journal of Supply Chain Management JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Journal of Humanities and Social Studies Management Studies and Entrepreneurship Journal (MSEJ) Cakrawala Repositori Imwi Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Indonesian Journal of Society Engagement (IJSE) International Journal of Engagement and Empowerment (IJE2) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) INTERNATIONAL JOURNAL OF EDUCATION, INFORMATION TECHNOLOGY, AND OTHERS Indonesian Journal of Multidisciplinary Science Rudence: Rural Development for Economic Resilience Journal of Social Studies, Arts and Humanities (JSSAH) International Journal Administration, Business & Organization Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMAK) Jurnal Kabar Masyarakat Jurnal Bisnis dan Manajemen (JURBISMAN) IIJSE International Journal of Economics, Accounting, and Management
Agus Setyo Pranowo
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Public Health Social Sciences Transportation Other

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Influence of Digital Marketing and Product Variations With Brand Image as Moderating Variables On Purchase Decisions Sunendar, Ade; Limakrisna, Nandan; Pranowo, Agus Setyo
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): Vol 3, No 1 (2023) Journal of Social Studies, Arts and Humanities
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7406

Abstract

This study aims to find out (1) the effect of digital marketing on purchasing decisions, (2) the effect of product variations on purchasing decisions, (3) whether brand image can moderate the relationship between digital marketing and purchasing decisions, and (4) whether brand image can moderate the relationship between product variations and Purchase Decisions. This research uses descriptive associative quantitative approach. The population in this study are consumers who make purchases of motorbikes at the Deta Yamaha Sukabumi Dealer, the number of samples taken is 122 respondents. The sampling technique in this research is random sampling. The method of collecting data using a questionnaire method which is measured using a Likert scale. The analytical technique used in this research is path analysis and MRA which is processed using SPSS 25. The results show that there is a positive and significant influence between digital marketing on purchasing decisions with a path coefficient value of b = 0.724. There is a positive and significant effect between product variations on purchasing decisions with a path coefficient value of b = 0.642. Brand image is able to moderate and strengthen the influence of digital marketing on purchasing decisions with a Moderated Regression Analysis (MRA) value of 0.355. Brand image is able to moderate and strengthen the influence of product variations on purchasing decisions with a Moderated Regression Analysis (MRA) value of 0.532.
Product Knowledge and Product Quality on Purchase Decisions with Brand Trust as Intervening Variables in the Natural Silk & Lurik Tugu Mas Typical Weaving Business in Yogyakarta Paksi, Faris Eka; Pranowo, Agus Setyo; Limakrisna, Nandan
Journal of Social Studies Arts and Humanities (JSSAH) Vol 3, No 1 (2023): Vol 3, No 1 (2023) Journal of Social Studies, Arts and Humanities
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jssah.v3i1.7416

Abstract

Research related to purchasing decisions shows that product knowledge, product quality and brand trust greatly influence purchasing decisions both directly and indirectly. The purpose of this research is to test and reveal empirically the factors that influence purchasing decisions, both direct factors, namely product knowledge and product quality, and indirect factors, namely brand trust. This research was conducted at Tenun Sutera Alam & Lurik Tugu Mas, Yogyakarta City and used quantitative data (from a questionnaire). The research sample consisted of 150 visitors who had purchased Tenun Sutera Alam & Lurik Tugu Mas products. SEM analysis is used to determine the effect between research variables. The results showed, 1) There is a positive and significant influence of product knowledge on purchasing decisions, 2) There is a positive and significant influence of product quality on purchasing decisions, 3) There is a positive and significant influence of brand trust on purchasing decisions, 4) There is a positive and significant influence product knowledge on brand trust, 5) There is a positive and significant influence of product quality on brand trust, 6) There is a positive and insignificant effect of product knowledge on purchasing decisions through brand trust and 7) There is a positive and insignificant influence of product quality on purchasing decisions through brand trust. This study proposes several strong indicator recommendations that have a high contribution to product knowledge, product quality and brand trust in order to improve purchasing decisions.
Culture, work motivation and competence influences on the performance of PUD Tohaga Market employees Isbat, Isbat; Sasongko, Hendro; Pranowo, Agus Setyo; Hamzah, Hamzah
Indonesian Journal of Multidisciplinary Science Vol. 3 No. 5 (2024): Indonesian Journal of Multidisciplinary Science
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/ijoms.v3i5.830

Abstract

The aim of this research is to determine and analyze the influence of work culture, competence and motivation on employee performance. The object of research is employees at the Regional Public Company (PUD), hereinafter abbreviated to PUD Pasar Tohaga, Bogor Regency. In this research, quantitative descriptive methods were used. The sampling technique used total sampling with a sample size of 30 people, using factor analysis, namely multiple linear regression. The research results show that: (1) partially organizational work culture variables influence employee performance in public companies in the Tohaga market area; (2) partially the competency variable influences employee performance in public companies in the Tohaga market area; (3) partially motivational variables influence employee performance in public companies in the Tohaga market area; (4) simultaneously there is a positive and significant influence between the variables of organizational culture, competence and motivation on employee performance in public companies in the Tohaga market area.
Packaging Innovation and Selling Performance in Microenterprises: Role of Digital Marketing Training Pranowo, Agus Setyo; Herdiyana, Herdiyana; Muharram, Hari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5285

Abstract

Micro-enterprises in Indonesia need help due to their smaller scale and limited resources, impacting their selling performance. This study explores the role of digital marketing training in boosting the selling performance of micro-enterprises through packaging innovation. This study is quantitative research, and we surveyed 383 micro-enterprises fostered by PT Permodalan Nasional Madani (PNM) in Sukabumi Regency, West Java Province. The collected data was analyzed using Partial Least Square (PLS) to see the relationship between variables. Research findings confirm the positive influence of digital marketing training on packaging innovation and selling performance, and the positive influence of packaging innovation on selling performance. Here, packaging innovation can mediate the influence of digital marketing training on selling performance. This research provides novel insights into the critical role of packaging innovation in mediating the effects of digital marketing training, highlighting the need for ongoing support and tailored training programs to boost microenterprise competitiveness and market reach. The training programs, particularly in digital marketing, can enhance the ability of packaging innovation and empower the selling performance of the micro-enterprises. The micro-enterprises need more digital training as a part of government mentoring programs, in this case by PNM.
The Dynamics Of Students' Decisions In Palembang In Buying Local Clothes Amid The Dominance Of Imported Clothes, Reviewed From The Lifestyle Expected Value Perspective Price Perception Hamid Halin; Nandan Limakrisna; Agus Setyo Pranowo
Jurnal Bisnis dan Manajemen (JURBISMAN) Vol. 3 No. 4 (2025): Jurnal Bisnis dan Manajemen (JURBISMAN)
Publisher : Penerbit dan Percetakan CV. Picmotiv

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61930/jurbisman.v3i4.1324

Abstract

This study aims to examine the influence of Lifestyle, Expected Value, and Price Perception on Purchasing Decisions. Data were collected from 366 student respondents in Palembang and analyzed using Structural Equation Modeling (SEM). The results showed that all three independent variables (Lifestyle, Expected Value, and Price Perception) had a positive influence on Purchasing Decisions. This finding confirms that in the context of purchasing local fashion products, price and value factors must be managed by strengthening brand image first.
Green Price and Green Place: How Important is Green Consumer Knowledge for Purchasing Sustainable Products? Erlan Herdiatna; Agus Setyo Pranowo; Yuary Farradia
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8315

Abstract

This study aims to analyze the role of green consumer knowledge in mediating the influence of green price and green place on the purchasing decisions of environmentally friendly AMDK Aqua Life products in Bogor City. This study uses a quantitative approach with a survey method involving 200 respondents who are Aqua Life consumers. Data analysis was conducted using Structural Equation Modeling (SEM) with the help of LISREL 8.80 software. The research results show that green price has a positive and significant effect on green consumer knowledge, while green place does not have a significant effect. Green price has a negative and significant effect on purchasing decisions, while green place has a positive and significant effect. In addition, green consumer knowledge has been proven to have a positive and significant impact on purchasing decisions. The mediation test using the Sobel test shows that green consumer knowledge can mediate the influence of green price on purchasing decisions, but does not mediate the influence of green place. These findings affirm that green consumer knowledge plays an important role in raising environmental awareness and encouraging the purchase of eco-friendly products. Therefore, improving consumer literacy and effective distribution strategies are key to strengthening sustainable consumption behavior.
Consumer Trust as a Mediator: The Influence of Price Perception and Brand Image on School Choice Decision (Case Study at Ar-Rahman Excellence Junior High School) Desy Lestari; Hari Muharam; Agus Setyo Pranowo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8399

Abstract

This research aims to determine the influence of price perception, brand image, and consumer trust on the decision to choose Ar-Rahman Excellent Junior High School, which is expected to provide input for the institution to increase the number of new student admissions each year. The sample in this study consists of parents of students who enrolled in the 2022/2023 academic year up to 2024/2025. Sampling was conducted using probability sampling with the simple random sampling method. Data analysis using Structural Equation Modeling (SEM) with the LISREL 8.80 program. The research results show that partially, price perception has a negative but insignificant effect on consumer trust, while brand image has a positive and significant effect. Price perception and brand image also have a positive and significant influence on the decision to choose Ar-Rahman Excellent Junior High School. Brand image proved to be the most dominant variable in influencing the decision to choose. Additionally, consumer trust also has a positive and significant influence on this decision. Simultaneously, price perception and brand image explain 82.8% of the variation in consumer trust, while price perception, brand image, and consumer trust together explain 89.2% of the variation in the decision to choose.
Determinants of Value Perception on Purchase Decisions for Laboratory Instrumentation Products in the COVID-19 Pandemic Era Santi Atsiriani; Nandan Limakrisna; Agus Setyo Pranowo
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.8758

Abstract

The purpose of this study is to determine the influence of digital communication and after-sales service on purchasing decisions, with perceived value as an intervening variable. The data in this study were obtained from 166 respondents who use moisture analyzer instruments, with the respondents coming from Quality Control, Quality Assurance, and Research and Development departments. Data analysis in this study used SPSS 26.0. The results of the study indicate that digital communication and after-sales service significantly influence perceived value. However, neither has a direct impact on purchase decisions. Perceived value does not mediate the influence of digital communication, but it does mediate the influence of after-sales service on purchase decisions. After-sales service plays a crucial role in improving purchasing decisions thru value perception in the B2B sector, especially during the pandemic. This research can provide practical input for the development of marketing strategies in the laboratory instrument industry in Indonesia.
TRUST AS A MODERATOR AND GREEN PERCEIVED VALUE AS A MEDIATOR IN THE RELATIONSHIP BETWEEN PRODUCT PERCEPTION AND GREEN PURCHASE INTENTION Viniyati Maftuchach; Nandan Limakrisna; Agus Setyo Pranowo
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3784

Abstract

The increasing environmental awareness among consumers has prompted companies especially in the bottled water industry to adopt green marketing strategies, including the use of eco-labels and sustainable packaging. Despite these efforts, the effectiveness of such strategies in influencing green purchase intention remains inconsistent across different consumer segments. This study aims to investigate the effects of green product awareness and eco-labels on green purchase intention, with green perceived value serving as a mediating variable and trust as a moderating variable. Employing a quantitative research approach, data were collected from 314 Environmental Engineering students in DKI Jakarta through proportional random sampling. Structural Equation Modeling (SEM) was used to analyze the relationships between variables. The model demonstrated good overall fit based on various goodness-of-fit indices. The findings reveal that both green product awareness and eco-labels significantly influence green purchase intention and green perceived value. Green perceived value also directly enhances green purchase intention and mediates the relationship between eco-labels and purchase intention. However, the mediation effect of green perceived value between green product awareness and green purchase intention was found to be insignificant. Furthermore, trust was shown to strengthen the influence of both green product awareness and eco-labels on green perceived value. This study concludes that enhancing consumers' trust and perceived value of environmentally friendly products is critical for driving green purchase intention, especially among young and environmentally conscious individuals. The findings contribute to the literature by clarifying the role of perceived value and trust in green consumer behavior. Practically, the study suggests that companies should not only increase awareness and labeling but also foster trust and clearly communicate the environmental value of their products. This integrated strategy is vital for shaping sustainable consumption patterns in emerging markets.
Digital Promotion Strategy and Book Content Quality Mediated by Value Creation on Purchase Decisions of Islamic Non-Fiction Books at Elex Media Komputindo Publisher Hediansyah; Pranowo, Agus Setyo; Hannan, Sufrin
International Journal Administration, Business & Organization Vol 6 No 3 (2025): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.25.588

Abstract

This study examines how value creation mediates the influence of digital promotion strategy and book content quality on purchase decisions of Islamic non-fiction books published by Elex Media Komputindo. The research is grounded in the phenomenon of shifting reader behavior in the digital era, where consumers increasingly rely on online platforms to discover, evaluate, and purchase books. Despite the growth of digital channels, publishers continue to face declining performance of newly released titles, while older titles dominate sales. This indicates that existing promotional efforts have not fully succeeded in strengthening perceived value for new publications. At the same time, the abundance of book choices and intense competition among publishers make readers more selective, placing greater emphasis on both the relevance and credibility of book content. These challenges highlight the need for publishers to employ more effective digital promotion strategies and to enhance content quality in order to build stronger perceived value among consumers. By analyzing the relationships among these variables, this study aims to provide insights into how digital promotion and content quality can work in synergy to increase consumers’ perceived value and ultimately encourage purchase decisions for Islamic non-fiction books.
Co-Authors Alimin, Ismet Amelia, Rizka Wahyuni Anggraini, Anggun Anugerah Dachi Azwar Haekal, Azwar Desy Lestari Ende, Ende Erlan Herdiatna Gandung, Muhammad H Mulyadi Hamid Halin Hamzah Hamzah Hanan, Sufrin Hari Gursida Hari Muharam Hediansyah Hendro Sasongko Henry Lasut herdiyana, Herdiyana Herdiyana, Herdiyana Ida Zuniarti Ida Zuniarti, Ida Imbron, Imbron Isbat Isbat Isbat, Isbat Ismet Alimin Jhoni Iskandar Kurniawan, Prasetyo Kusumadevi, Mutiara , Porista Lasut, Henry Lia Mazia, Lia M.S Disman Marpaung, Anju Minarsih, Cicih Muflihan, Elgin Muhamad Rizky Ainurrakhman Muharam, Hari Muharram, Hari Nanang Qosim Yusuf Nandan Limakrisna Nandan Limakrisna Nandan Limakrisna Nasution, Novrihan Leily Ngadino Surip Diposumarto, Ngadino Surip Nono Arief Rachman Novrian Nurlaela, Ida Paksi, Faris Eka Priyo Sambodo R. Indra Kusuma Jaya Rahmaida, Elga Rezal, Yonggi Noval Santi Atsiriani Septiani, Fauziah Sienifa, Yuhelmis Sofi’i, Imam Solihin, Dede Sufrin Hannan Sulistiyo, Ajik Sunendar, Ade Suryana Suryana Susilo Susilo Towaf Totok Irawan Universitas Pakuan Viniyati Maftuchach Widarma Widia Astuti Wihartika, Doni Winda Septiana Windi Windi Windi Windi, Windi Yayan Hadiyat Yayan Hendayana Yoyo Indah Gunawan Yuary Farradia Yuhelmis Sienifa yusnita, nancy Yusuf, Nanang Qosim Zulkifli Musannip Efendi Siregar