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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Jurnal Pengabdian Magister Pendidikan IPA Al-Kharaj: Journal of Islamic Economic and Business International Journal of Social Science Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Indonesian Development Economics and Localities
Baiq Handayani Rinuastuti
Unknown Affiliation
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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The Influence of Social Media Advertising and Cashback Promotions on Purchasing Decisions on Lazada Karmila Karmila; Baiq Handayani Rinuastuti
Indonesian Development Economics and Localities Vol. 1 No. 2 (2025): July-December
Publisher : Future Techno-Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59535/gqj81621

Abstract

Although Lazada has implemented social media advertising and cashback promotion strategies, consumer responses to both strategies vary. This study aims to analyze and measure the influence of social media advertising and cashback promotions on consumer purchasing decisions on the Lazada platform. The research method used is quantitative with data collection through questionnaires. The results showed that the average score for social media advertising was 20.97 and cashback promotions 20.94, indicating a positive perception of respondents towards both variables. Purchasing decisions had an average score of 21.36, indicating a positive influence of both independent variables. Statistical tests showed that social media advertising and cashback promotions had a significant effect on purchasing decisions, with an R² value of 0.689, meaning that both variables explained 68.9% of the variation in purchasing decisions. The theoretical implications of this study support the theory of consumer behavior, while the practical implications suggest that Lazada should optimize advertising and design attractive cashback promotions. This study is expected to contribute to the development of more effective marketing strategies in the future.
The Influence of Healthy Lifestyle on Purchase Intention of Healthy Beverage MSME Products, Fruve Juicery, Mediated by Perceived Value Frisca Karlina Soinbala; Baiq Handayani Rinuastuti
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (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.v8i1.9673

Abstract

As public awareness of healthy consumption patterns in Indonesia increases, consumer preferences for health-based products are increasing, which in turn influencesPurchase intention through evaluation of product perceived value, based on this phenomenon, this study aims to analyze the influence of Healthy Lifestyle on Purchase Intention of Fruve Juicery healthy drink products with Perceived Value as a mediating variable. This study uses a quantitative approach with a causal associative design through a survey method. Data were collected from 100 respondents who were selected purposively in Mataram City, aged at least 16 years and have knowledge about Fruve Juicery products. The research instrument used a questionnaire measured with a Likert scale. Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM-PLS) through SmartPLS 4.0 software to test the validity, reliability, and research hypotheses. The results showed that a healthy lifestyle has a positive and significant effect on purchase intention, both directly and through perceived value as a mediating variable. In addition, perceived value has been shown to play an important role in increasing consumer purchase intention for MSME healthy drink products. These findings indicate that consumer perceived value is a key mechanism in linking a healthy lifestyle to purchasing decisions. Therefore, healthy beverage MSMEs need to improve consumer value perception by improving product quality and optimizing digital marketing strategies to strengthen consumer purchasing intentions.
The Influence of Electronic Word of Mouth (E-WOM) on Self-Control-Moderated Purchasing Decisions Marsyanda Ivalda; Baiq Handayani Rinuastuti
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (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.v8i1.9746

Abstract

The rapid growth of e-commerce in Indonesia, driven by digital technology and social media, has elevated Electronic Word of Mouth (E-WOM) as a key influencer of consumer purchase decisions, although moderated by psychological factors such as self-control. This study aims to analyze E-WOM's effect on purchase decisions moderated by self-control among Indonesian e-commerce users. Employing a quantitative causal-explanatory design, data were collected via Likert-scale questionnaires from 100 purposive respondents and analyzed using SEM-PLS in SmartPLS 4. Results reveal E-WOM positively and significantly influences purchase decisions (β=0.373, t=4.207, p=0.000), while self-control negatively moderates this relationship (β=-0.075, t=1.961, p=0.050), weakening E-WOM's impact at higher self-control levels. The model explains 62% variance (R²=0.620). In conclusion, while E-WOM drives purchases, self-control enables rational decision-making, offering implications for ethical e-commerce marketing.
Co-Authors Akhmad Saufi Andrian Wijanarko B. Busaini, B. Baiq Nikmatul Ulya Baiq Parasmita Tri Anjani Didy Ika Supryadi Feriyadin Feriyadin Fifi Lofiana Tenggara Frisca Karlina Soinbala Handry Sudiartha Athar Hanik Setiyowati Herman, Lalu Edy Hermanto Hermanto Idham Kholid Karmila Karmila Khairul Amri Assidiq Lalu Ardian Hadinata Lalu M Furkan Lalu Purnama Hadi Lalu Zul Yusri Liswati Liswati Marsyanda Ivalda Mukmin Suryatni Sintiar Rahmaningsih Siti Ramlan Sulhaini Sulhaini Zulya Handayani