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All Journal PROSIDING SEMINAR NASIONAL Jurnal Promosi Pendidikan Ekonomi EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN Jurnal Mirai Management Ekspektra: Jurnal Bisnis & Manajemen Jurnal Dinamika Ekonomi dan Bisnis Efektor Jurnal Manajemen Strategi dan Aplikasi Bisnis OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi JOURNAL OF SCIENCE AND SOCIAL RESEARCH YUME : Journal of Management Jurnal STIE Semarang (Edisi Elektronik) Jurnal Entrepreneur dan Entrepreneurship (JEE) At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam MANAJEMEN DEWANTARA Jurnal GeoEkonomi JURNAL EKOBIS DEWANTARA Value: Jurnal Manajemen dan Akuntansi International Journal of Economics, Business and Accounting Research (IJEBAR) Revitalisasi : Jurnal Ilmu Manajemen Al-Kharaj: Journal of Islamic Economic and Business Management Studies and Entrepreneurship Journal (MSEJ) Jurnal EK dan BI Journal of Management - Small and Medium Enterprises (SME's) Journal of Management and Business Environment (JMBE) Jurnal Ekuilnomi Ilomata International Journal of Management Journal of Management and Entrepreneurship Research Jurnal AbdiMas Nusa Mandiri Jurnal Manajemen dan Inovasi (MANOVA) International Journal of Social Science Komitmen : Jurnal Ilmiah Manajemen Golden Ratio of Marketing and Applied Psychology of Business Manajemen dan Bisnis Jurnal Bina Bangsa Ekonomika Jurnal Ilmu Manajemen Advantage Jurnal Ekonomika dan Bisnis Islam Golden Ratio of Mapping Idea and Literature Format International Journal of Entrepreneurship and Business Management Alinea: Jurnal Bahasa, Sastra, dan Pengajaran Jurnal Pelita Manajemen International Journal of Economics, Management and Accounting Journal Economic Management and Business RISK : Jurnal Riset Bisnis dan Ekonomi Jurnal Bisinis Digital JER Branding: Jurnal Manajemen & Bisnis EDUNOMIC : JURNAL ILMIAH PENDIDIKAN EKONOMI FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN International Journal of Economics, Business and Innovation Research Journal of Social Science and Education Research Journal of Advanced Studies in Management
Mohamad Rifqy Roosdhani
Universitas Islam Nahdlatul Ulama Jepara
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Medicine & Pharmacology Physics Public Health Social Sciences Other

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The Influence Of Viral Marketing And Influencer Marketing On Purchase Decision For Facetology Sunscreen Products With Online Customer Reviews As Mediating Varable Indrastati, Novia Miki; Roosdhani, Mohamad Rifqy
Jurnal GeoEkonomi Vol. 17 No. 1 (2026)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Balikpapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36277/geoekonomi.v17i1.675

Abstract

This study aims to examine the influence of viral marketing and influencer marketing on the purchase decision of facetology sunscreen, with online customer reviews as a mediating variable. This study uses a quantitative approach, using questionnaires distributed to 150 gen z respondents in jepara who have previously purchased the product. The data was processed using SEM-PLS version 4.0. The results showed that viral marketing had a significant positive impact on purchase decisions, indicating that interesting, informative and entertaining content can drive consumer behavior. Converely, influencer marketing shows a negative and insignificant influence on purchase decisions, indicating that excessive endorsement, lack of authenticity, or a negative public image can reduce consumer trust. Online customer reviews show a significant mediating effect between influencer marketing and purchasing decision, highlighting their role in strengthening consumer credibility and trust. However, online customer reviews do not significantly mediate the relationship between viral marketing and purchasing decision. This study concludes that although viral marketing is effective in driving cunsomer purchasing behavior, the role of influencer marketing is less reliable unless supported by credible online customer reviews. The results of this study provide practical insight for designing digital marketing strategies that utilize viral content and consumer feedback, rather than relying solely on support from influencer marketing.
Brand Image and Purchase Decision: The Mediating Role of Product Quality and Social Media Engagement Naili Rahma Yuliani; Sisno Riyoko; Mohamad Rifqy Roosdhani
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 3 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i3.10320

Abstract

This study examines the influence of brand image on purchase decision among Generation Z consumers who have purchased products at Corner Nyonya, with product quality and social media engagement as mediating variables. The background of the study is the growing importance of brand meaning, consumption experience, and digital interaction in shaping purchase decisions among young consumers. The objective of this research is to analyze both the direct and indirect effects of brand image on purchase decision. A quantitative explanatory approach was applied using a cross-sectional survey. Data were collected from 120 Generation Z respondents through a structured questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand image has a positive and significant direct effect on purchase decision. In addition, brand image significantly influences product quality and social media engagement, both of which also have significant effects on purchase decision. The mediation analysis indicates that product quality and social media engagement partially mediate the relationship between brand image and purchase decision, with social media engagement showing a stronger mediating role. The study concludes that brand image is translated into purchase decisions through experiential and digital pathways. Practically, culinary businesses targeting Generation Z should strengthen brand image, maintain consistent product quality, and optimize engagement-oriented social media strategies.
The Influence of Influencer Marketing on Generation Z's Purchase Decision of Somethinc Products Through Perceived Value and Price Sensitivity Putri Berlian Apriliyani; Mohamad Rifqy Roosdhani
RISK : Jurnal Riset Bisnis dan Ekonomi Vol. 7 No. 1 (2026): Mei 2026
Publisher : Universitas Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30737/risk.v7i1.7532

Abstract

This study investigates the impact of influencer marketing on the buying choices of Generation Z consumers for Somethinc products, emphasizing the role of perceived value and price sensitivity as mediators. Utilizing influencer marketing is now crucial, especially with the beauty industry's shift to digital media and the high rate of social media adoption in Indonesia. Employing a quantitative methodology, this research collected primary data via structured surveys. A purposive sample of 133 Indonesian Generation Z buyers (aged 13-28) of Somethinc items was analyzed. SmartPLS 4.0 was applied to assess the structural and measurement models. Results show that influencer promotional efforts directly and positively affect purchase intent, price sensitivity, and perceived value. Additionally, price sensitivity and perceived value serve as successful mediators connecting influencer marketing to final purchasing actions.
Social Media Marketing Activities in Enhancing Brand Image and Driving Consumer Purchase Decisions in the Fashion Industry M. Rifqy Roosdhani; Samsul Arifin; Nurul Komaryatin; Ali Ali; Nurul Huda; Muhammad Khoiruddin; Chenly Loing
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 11 (2025)
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i11.244

Abstract

This study investigates the role of Social Media Marketing Activities (SMMA) in influencing purchase decisions, with purchase intention as a mediating variable and brand image as a moderating variable, focusing on Sweet Mango, a local fashion brand in Jepara, Indonesia. Using a quantitative approach, data were collected from 97 respondents through online surveys and interviews, employing a purposive non-probability sampling method. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results reveal that SMMA significantly enhances purchase intention, which in turn strongly influences purchase decisions. Furthermore, purchase intention mediates the relationship between SMMA and purchase decisions. While brand image does not directly affect purchase intention, it plays a significant moderating role by strengthening the relationship between SMMA and purchase intention. Additionally, SMMA indirectly impacts purchase decisions through its influence on purchase intention. These findings underscore the critical importance of leveraging social media marketing strategies to drive consumer behavior while simultaneously building a strong brand image to maximize effectiveness. The study contributes to the literature by addressing inconsistencies in the relationship between brand image and consumer behavior and offers practical insights for local businesses aiming to optimize their digital marketing efforts. Limitations include the small sample size and focus on a single brand, suggesting opportunities for broader future research.
IMPROVE MARKETING PERFORMANCE THROUGH MARKET SENSING CAPABILITY, DYNAMIC CAPABILITIES, AND NEW PRODUCT DEVELOPMENT Nurul Komaryatin; M. Rifqy Roosdhani; Samsul Arifin; Ali; Nurul Huda
Edunomic : Jurnal Ilmiah Pendidikan Ekonomi Fakultas Keguruan dan Ilmu Pendidikan Vol 12 No 1 (2024): EDISI MARET
Publisher : Prodi Pendidikan Ekonomi-UGJ

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33603/ejpe.v12i1.37

Abstract

The worsening sales trend of Jepara furniture exporters as a result of substandard marketing performance is the driving force for this research. Currently, a company's ability to improve its marketing performance is very important because it shows how well the company can meet its sales targets in the market. An effective method for identifying problems that impact a company's competitiveness and sustainability is to examine its marketing performance and the factors that influence that marketing performance. This study shows market sensing capabilities, dynamic capabilities, and new product development that can be used by Jepara furniture exporters to improve their marketing performance. This survey involved 60 respondents and used quantitative techniques. Purposive sampling is used in the sampling procedure. The research utilizes multiple linear regression analysis for data examination. Research findings show that market sensing capability, dynamic capabilities, and new product development all influence marketing performance. In this research, expanding market sensing capabilities, dynamic capabilities and new product development are recommended for Jepara furniture export companies. Thus, the furniture export business in Jepara will have better marketing performance.
Optimizing Tiktok: The Role Of Social Media Marketing Activities In Enhancing Customer Engagement Mediated By Celebrity Endorsers And Brand Love Anggita Rindiani; Mohamad Rifqy Roosdhani
Jurnal Manajemen Strategi dan Aplikasi Bisnis Vol. 9 No. 2 (2026)
Publisher : Lembaga Pengembangan Manajemen dan Publikasi Imperium

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36407/jmsab.v9i2.1857

Abstract

This study aims to analyze the impact of Social Media Marketing Activities (SMMA) on Customer Engagement, with Celebrity Endorser and Brand Love serving as mediating variables within the transportation service industry. Social media marketing strategies foster emotional connections with consumers and enhance their engagement in the digital environment. A quantitative approach was employed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method via SmartPLS 4. Data were collected through an online questionnaire (Google Forms) from 219 respondents who had viewed or followed TikTok content. The model was evaluated through validity and reliability tests, while the structural model was used to examine direct and indirect relationships between variables. The results indicate that SMMA has a significant positive effect on Brand Love, Celebrity Endorser, and Customer Engagement. Furthermore, Brand Love significantly influences Customer Engagement and mediates the relationship between SMMA and Customer Engagement. Conversely, Celebrity Endorser does not significantly influence Customer Engagement and does not mediate this relationship. These findings underscore the importance of emotional bonds in enhancing customer engagement through social media marketing strategies.
PENGARUH PRODUCT VARIETY TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH STORE ATMOSPHERE DAN IMPULSE BUYING (STUDI PADA UNNIQE STORE JEPARA) Ratna Rizky Amalia; Mohamad Rifqy Roosdhani
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 8 No. 2 (2025): May 2025
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v8i2.2895

Abstract

Abstract: The purpose of this study is to find out how product variations affect purchase decisions mediated by store atmosphere and impulse purchases. Unniqe store visitors served as the quantitative population for the study. The SmartPLS version 4.0 tool was used to examine 120 people in the research sample using the SEM-PLS approach. The results of this study show that product variations have a positive and significant impact on store atmosphere, product variations have a positive and significant impact on impulse purchases, product variations have a positive and significant impact on purchase decisions, product variations have a positive and significant impact on purchase decisions mediated by impulse purchases, product variations also have a positive and significant impact on purchase decisions mediated by store atmosphere.  Keyword: product variety, store atmosphere, impulse buying, purchase decision Abstrak: Penelitian ini mempunyai tujuan untuk mengetahui bagaimana pengaruh variasi produk terhadap keputusan pembelian yang dimediasi oleh suasana toko dan pembelian impulsif. Pengunjung toko Unniqe berfungsi sebagai populasi kuantitatif untuk penelitian ini. Alat SmartPLS versi 4.0 digunakan untuk memeriksa 120 orang dalam sampel penelitian menggunakan pendekatan SEM-PLS. Hasil penelitian ini memperlihatkan bahwa variasi produk berdampak positif dan signifikan pada suasana toko, variasi produk berdampak positif dan signifikan pada pembelian impulsif, variasi produk berdampak positif dan signifikan pada keputusan pembelian, variasi produk berdampak positif dan signifikan pada keputusan pembelian yang dimediasi oleh pembelian impulsif, variasi produk juga berdampak positif dan signifikan terhadap keputusan pembelian yang dimediasi oleh suasana toko. Kata kunci: variasi produk, suasana toko, pembelian impulsif, keputusan pembelian
Beyond Reach: Social Media Performance as A Key Metricfor Marketing Success Mohamad Rifqy Roosdhani; Samsul Arifin; Khamisah Abd Manaf
Ilomata International Journal of Management Vol. 5 No. 2 (2024): April 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i2.1163

Abstract

Social media is now an integral part of business activities. Companies that manage social media effectively can experience significant benefits in improving their marketing performance. Study results show that there are still many businesses that have not developed effective social media strategies in their marketing efforts. This study explores the social media marketing strategies that Micro, Small, and Medium Enterprises (SMEs) should adopt to improve their social media performance, which in turn will improve overall marketing results. To achieve optimal social media performance, social media marketing strategies adopted by SMEs should involve Social Media based Customer Engagement. This study adopted a quantitative approach and collected data from 265 SMEs in the food and beverage sector in Semarang, Solo, Kudus, and Jepara regions using a purposive sampling method. Data collected through questionnaires were used to test the empirical model using Structural Equation Modelling (SEM-AMOS). The results showed that the implementation of effective social media marketing strategies by SMEs can increase Social Media-based Customer Engagement, which in turn will have a positive impact on their social media performance. Increased customer engagement through social media can also be strengthened by the Brand Exposure strategy applied in marketing through social media.
Co-Authors Achmad Junaidi Achmad Junaidi, Achmad Ahmad Aufar Ribhi Ali Ali Ali Ali Ali Ali Ali Amalia, Ratna Rizky Anggita Rindiani Anik Isniati Aninda, Zahra Nur Anna Widiastuti Anna Widiastuti Annatasya Nabila De Vega Aryasa, Fariq Maulana Azhari, Makhyatul Cahyani, Desi Ayu Nur Campaka, Miselia Chenly Loing Chintya Bella Safitri Damayanti, Elok Dani Hasan Saputra Destria Issela Rhosa Erika Ayu Amelia Fitri Ella Fauziah, Fitri Ella Fitriasari, Dessy Imam Syafii Indrastati, Novia Miki Ismanto, Ngari Jati Jati Jati Widagdo Jati, Jati Jayanti, Apriliya Dwi Jesica Anastasia Oktaviola Kafrilia Kasadah Khaliza, Mazia Nur Khamisah Abd Manaf Komariyatin, Nurul Komaryatin, Nurul Laila, Zalsa Nur Loing, Chenly Mahardika, Rahayu Mahfudh, Ainul Manaf, Khamisah Abd Marzenda Nova Muhammad Alfain Faza Zakiyya Muhammad Fandi Syahrul Firmansyah Muhammad Khoiruddin Muhammad Khoiruddin Murharsito Murharsito Musyfiqoh, Aminatul Naili Rahma Yuliani Naily Mey Sofiyyun Nida Nurul Huda Nurul Huda Nurul Komariyatin Nurul Komaryatin Nurul Komaryatin Nurul Komaryatin PR, M Rivi Putra Pradisti, Larisa Purwo Adi Wibowo Putra PR, M Rivi Putra, Fredyandika Bintang Pratama Putri Berlian Apriliyani Qaulika, Lola Lubna Ratna Rizky Amalia Rizky, Fifi Dea Samsul Arifin Samsul Arifin Santosa, Hardiq Nastaiinu AB Septyani, Mirna Dyah Serlyana, Riska Dara Sherli Afifatul Ayiyah Sholahuddin, Muchammad Silvia, Monika Leni Sisno Riyoko Trisa, Adelia Umi Latifah Woelandari Pantjolo Giningroem, Dewi Sri Zulfa Indriyani Zulkarnaen, Ahmad Ferdi