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Ayi Muhiban
Universitas Nasional Pasim
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Pengaruh Harga dan Electronic Word of Mouth (E-Wom) terhadap Keputusan Pembelian di Tiktok Shop pada Konsumen Generasi Z Kelurahan Campaka Kota Bandung Anita Lestari; Ayi Muhiban
Student Scientific Creativity Journal Vol. 4 No. 3 (2026): Student Scientific Creativity Journal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/sscj-amik.v4i3.6149

Abstract

This study aims to examine the influence of price and electronic word of mouth (e-WOM) on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City, with a specific focus on the TikTok Shop platform. This research employs a quantitative approach using a survey method by distributing questionnaires to Generation Z consumers in Campaka Subdistrict, Bandung City, with a total of 98 respondents to collect the data. The results of the study indicate that both price and electronic word of mouth have a significant positive effect on purchase decisions among Generation Z consumers in Campaka Subdistrict, Bandung City. Price is generally perceived as good, although aspects related to price suitability based on income levels and purchasing power still show some weaknesses. Similarly, e-WOM activity is considered positive; however, there are still relatively weak aspects regarding the diversity of consumer reviews, as not all respondents actively pay attention to the variation of opinions in reviews. The findings also reveal a significant influence of these variables, where the effect of price on purchase decisions reaches 35.4%, while electronic word of mouth contributes 29.5%, and the combined effect of price and electronic word of mouth on purchase decisions is 64.9%. This study concludes that improvements in price perception and e-WOM can enhance purchase decisions.
Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Elektronik Di Tokopedia (Studi Kasus Pengguna Tokopedia Di Cimahi Utara) Ayi Muhiban; Firman Nugraha Prasetia
Jurnal Ekonomi Bisnis dan Manajemen Vol. 4 No. 1 (2026): EKOBIMA: Jurnal Ekonomi Bisnis dan Manajemen - Juni 2026
Publisher : POLITEKNIK LP3I

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38204/ekobima.v4i1.2774

Abstract

This study aims to determine how Product Quality and Price influence the decision to purchase electronic products on Tokopedia (Case Study of Tokopedia Users in North Cimahi). This study uses a quantitative research method through a descriptive and associative approach by distributing questionnaires using Google Forms as a data collection method to 97 respondents. The research unit is Tokopedia users in North Cimahi. The sampling technique is Random Sampling Snowball Sampling technique. Sampling uses the Cochran formula. Based on the results of this study, it shows that Product Quality has an influence on the Decision to Purchase electronic products on Tokopedia users in North Cimahi by 17.9%. In addition, Price also has an influence on the Decision to Purchase electronic products on Tokopedia users in North Cimahi by 20.6%. And simultaneously Product Quality and Price have an influence on the Decision to Purchase electronic products on Tokopedia users in North Cimahi by 38.5%.
Membangun Kepercayaan Pasar melalui Pendampingan Sertifikasi Halal Bagi UMKM Eman Sulaeman Nasim; Helmi Qodrat Ichtiat; Yudiyanto Joko Purnomo; Ayi Muhiban; Dahlan Ramdhani; Herlina Herlina
Jurnal Pengabdian Masyarakat Vol. 4 No. 2 (2026): July- JPM
Publisher : PDPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58818/jpm.v4i2.213

Abstract

Sertifikasi halal merupakan salah satu instrumen strategis dalam meningkatkan daya saing, kepercayaan konsumen, dan akses pasar bagi pelaku Usaha Mikro, Kecil, dan Menengah (UMKM). Namun, masih banyak UMKM yang belum memiliki sertifikat halal akibat keterbatasan pengetahuan mengenai regulasi, prosedur pengajuan, serta kelengkapan dokumen yang dipersyaratkan. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan kemampuan pelaku UMKM dalam memperoleh sertifikasi halal sebagai upaya membangun kepercayaan pasar. Metode pelaksanaan kegiatan meliputi sosialisasi mengenai pentingnya sertifikasi halal, pelatihan pengisian dokumen, pendampingan proses pendaftaran melalui sistem SIHALAL, serta konsultasi dan evaluasi terhadap kesiapan masing-masing UMKM. Peserta kegiatan merupakan pelaku UMKM yang bergerak di sektor pangan dan minuman di Desa Cikelet Garut. Hasil kegiatan menunjukkan adanya peningkatan pemahaman peserta mengenai konsep jaminan produk halal, persyaratan sertifikasi, serta manfaat sertifikasi dalam memperluas pangsa pasar. Selain itu, sebagian besar peserta berhasil melengkapi dokumen administrasi dan memulai proses pengajuan sertifikasi halal. Pendampingan yang dilakukan juga meningkatkan kesiapan UMKM dalam memenuhi standar produksi yang sesuai dengan ketentuan halal. Dengan demikian, program ini memberikan kontribusi nyata dalam meningkatkan kapasitas UMKM, memperkuat kepercayaan konsumen, serta mendorong peningkatan daya saing produk lokal di pasar yang semakin kompetitif. Keberlanjutan pendampingan dan sinergi dengan berbagai pemangku kepentingan diperlukan agar semakin banyak UMKM yang mampu memperoleh sertifikasi halal secara berkelanjutan.
Co-Authors Ade Wartono Alamsyah Anita Lestari Ayi Kurniawati Dahlan Ramdhani Dahlan Ramdhani, Dahlan Erwinda Karina Putri Febriyan Muliany Firman Nugraha Prasetia Helmi Qodrat Ichtiat Herlina Herlina Herlina Herlina Iyak Solihat Kusuma, Bagus Arya Kusumaningrum, Arini Nasim, Eman Sulaeman Natasya Fadilla Rahmatunnisa Rafiuddin Akil Rosmansyah Saepuloh, Cepi Salsabila Andi Akil Yanti Permatasari Yanti Setianti Yudiyanto Joko Purnomo