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All Journal Jurnal Manajemen Terapan dan Keuangan Ekonomi Bisnis Journal of Educational, Health and Community Psychology JAM : Jurnal Aplikasi Manajemen Jurnal Ilmiah Universitas Batanghari Jambi EKONOMIS : Journal of Economics and Business J-MAS (Jurnal Manajemen dan Sains) Journal Publicuho Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Ilmu Manajemen Terapan (JIMT) ADPEBI International Journal of Business and Social Science Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Jurnal Karya Abdi Masyarakat Journal of Business Studies and Management Review Majority Science Journal International Journal of Economic Research and Financial Accounting Jurnal Media Akademik (JMA) JUAN: Jurnal Pengabdian Nusantara IPSSJ International Journal of Applied Management and Business
syahmardi yacob
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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PENGARUH GRATIS ONGKIR DAN KUALITAS PRODUK MELALUI KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL INTERVENING TERHADAP KEPUTUSAN PEMBELIAN DI TOKOPEDIA SECARA ONLINE Levie Nia; Syahmardi Yacob; Idham Khalik
Integrative Perspectives of Social and Science Journal Vol. 2 No. 2 Mei (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh gratis ongkir dan kualitas produk terhadap keputusan pembelian di Tokopedia, baik secara langsung maupun melalui kepercayaan pelanggan sebagai variabel intervening. Penelitian ini dilatarbelakangi oleh maraknya belanja online yang mendorong pentingnya strategi pemasaran seperti gratis ongkir dan kualitas produk dalam membangun kepercayaan pelanggan serta mendorong keputusan pembelian. Metode yang digunakan adalah metode kuantitatif dengan pendekatan deskriptif. Data diperoleh dari penyebaran kuesioner kepada 100 responden pengguna Tokopedia di Kota Jambi yang telah melalukan pembelian secara online. teknik analisis data menggunakan Partial Least Square (PLS) untuk menguji hubungan antar variabel. Hasil penelitian menunjukan bahwa gratis ongkir berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh positif dan tidak signifikan terhadap keputusan pembelian, gratis ongkir memiliki pengaruh positif dan signifikan terhadap kepercayaan pelanggan, kualitas produk memiliki pengaruh positif dan signifikan terhadap kepercayaan pelanggan, gratis ongkir memiliki pengaruh positif dan tidak signifikan melalui kepercayaan pelanggan terhadap keputusan pembelian, kualitas produk memiliki pengaruh positif dan signifikan melalui kepercayaan pelanggan terhadap keputusan pembelian.
The Influence Of Store Environment, Product Quality Perception, Word Of Mouth, And Customer Experience On Purchasing Decisions For Mixue Ice Cream In Jambi City Melisa Sebtiani; Syahmardi Yacob; Novita Sari
International Journal of Economic Research and Financial Accounting Vol 3 No 4 (2025): IJERFA JULY 2025
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijerfa.v3i4.379

Abstract

This study aims to analyze the influence of store atmosphere, product quality perception, word of mouth, and customer experience on purchasing decisions for Mixue Ice Cream in Jambi City. A quantitative approach was employed, using questionnaires distributed to 100 respondents. The data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 29. The results show that the store atmosphere has no significant effect on purchasing decisions (t = 1.192, sig = 0.236). In contrast, product quality perception (t = 2.758, sig = 0.007), word of mouth (t = 2.928, sig = 0.004), and customer experience (t = 3.339, sig = 0.001) have a significant and positive influence on purchasing decisions. Simultaneously, all four variables jointly have a significant effect on purchasing decisions (F = 11.717, sig = 0.000), with an R² value of 0.324, indicating that 32.4% of the variance in purchasing decisions can be explained by the model. These findings suggest that experiential and relational factors play a more dominant role in influencing consumer purchasing behavior than physical store attributes. The study offers practical implications for businesses in optimizing marketing strategies focused on product quality, customer experience, and word of mouth to enhance consumer purchase decisions.
PENGARUH KEMUDAHAN, KEAMANAN, DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PENGGUNA E-WALLET DANA DI KOTA JAMBI Amaliatul Mar’atus Sholekhah; Syahmardi Yacob; Novita Ekasari
Jurnal Media Akademik (JMA) Vol. 3 No. 8 (2025): JURNAL MEDIA AKADEMIK Edisi Agustus
Publisher : PT. Media Akademik Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62281/v3i8.2685

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kemudahan penggunaan, keamanan, dan kepuasan pelanggan terhadap loyalitas pengguna terhadap dompet digital DANA di Kota Jambi. Pendekatan kuantitatif digunakan, dengan kuesioner yang dibagikan kepada 100 responden yang dipilih melalui sampling purposif. Data yang dikumpulkan dianalisis menggunakan regresi linier berganda untuk menguji pengaruh variabel independen terhadap variabel dependen. Hasil menunjukkan bahwa, secara bersamaan, ketiga variabel independen—kemudahan penggunaan, keamanan, dan kepuasan pelanggan—memiliki pengaruh yang signifikan terhadap loyalitas pengguna. Namun, secara parsial, hanya kemudahan penggunaan dan kepuasan pelanggan yang memiliki pengaruh positif dan signifikan, sementara keamanan tidak secara signifikan mempengaruhi loyalitas. Temuan ini menunjukkan bahwa kemudahan penggunaan dan tingkat kepuasan layanan merupakan faktor utama dalam membangun loyalitas pengguna terhadap dompet digital DANA. Oleh karena itu, disarankan agar penyedia e-wallet memprioritaskan peningkatan fitur yang ramah pengguna, menjaga kualitas layanan yang tinggi, dan menciptakan pengalaman pengguna yang positif guna mempertahankan dan meningkatkan loyalitas pelanggan di tengah dinamika industri pembayaran digital yang semakin kompetitif.
The IMPACT OF RATIONAL, EMOTIONAL, AND SPIRITUAL MOTIVES ON GEN Z'S SKINCARE PURCHASING DECISIONS IN JAMBI CITY Tassya, Tassya Fitri Ramadhani; Yacob, Syahmardi; Musnaini, Musnaini
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.42092

Abstract

This study aims to analyze the influence of rational, emotional, and spiritual motives on skincare purchasing decisions among Generation Z in Jambi City. A quantitative approach was employed, with a total of 99 respondents selected through a purposive sampling technique. Data were collected using an online questionnaire distributed via Google Forms. The collected data were then processed using SPSS version 21, utilizing multiple linear regression analysis. The findings indicate that rational motives have a positive and significant impact on purchasing decisions. Additionally, emotional and spiritual motives also significantly influence skincare purchasing decisions. Furthermore, the simultaneous test results confirm that rational, emotional, and spiritual motives collectively have a significant effect on the skincare purchasing decisions of Generation Z in Jambi City.
The INFLUENCE OF EXO AS A BRAND AMBASSADOR AND ADVERTISING ON IMPULSE BUYING ON SCARLETT WHITENING PRODUCTS WITH FEAR OF MISSING OUT (FOMO) AS AN INTERVENING VARIABLE Listi, Sella Afrian; Yacob, Syahmardi; Musnaini, Musnaini
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.42181

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh secara parsial brand ambassador dan iklan terhadap impulse buying serta memahami peran Fomo sebagai variabel yang memediasi hubungan tersebut. Populasi dalam penelitian ini adalah penggemar exo di seluruh Indonesia, dengan menggunakan teknik purposive sampling untuk pengambilan sampel, dan jumlah responden yang dijadikan sampel sebanyak 100 orang. Penelitian ini bersifat kuantitatif, data yang digunakan dalam penelitian ini diperoleh melalui metode kuesioner. Metode analisis data penelitian ini adalah analisis statistik deskriptif dengan menggunakan alat analisis Structural Equation Modeling-Partial Least Square (SEM-PLS) pada aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa Brand ambassador berpengaruh positif dan signifikan terhadap Fomo, Iklan berpengaruh positif dan signifikan terhadap Fomo, Brand ambassador berpengaruh positif dan signifikan terhadap impulse buying, Iklan berpengaruh positif dan signifikan terhadap impulse buying, Fomo berpengaruh positif dan signifikan terhadap impulse buying. Brand ambassador berpengaruh positif dan signifikan terhadap impulse buying melalui Fomo, Iklan berpengaruh positif dan signifikan terhadap impulse buying melalui Fomo.
The ROLE OF MARKETING PUBLIC RELATIONS (MPR) IN MODERATING THE PRICE STRATEGY ON CUSTOMER AWARENESS OF GERAKAN PANGAN MURAH (GPM) ACTIVITIES IN JAMBI CITY Elsa Miranda.R; Yacob, Syahmardi; Yuniarti, Yenny
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44203

Abstract

This study aims to analyze the role of marketing public relations (MPR) in moderating price strategies for customer awareness in the activities of the Gerakan Pangan Murah (GPM) in Jambi City. The research method used is a quantitative approach with analysis techniques using SmartPLS version 4.0. The sample in this study consisted of 96 respondents who were selected through purposive sampling techniques. Data collection was carried out through observation, questionnaires and literature studies. The results of the study show that pricing strategies have a positive and significant influence on customer awareness. In addition, marketing public relations also has a positive and significant effect on customer awareness. Testing the effect of moderation shows that marketing public relations plays a role in moderating the relationship between marketing public relations and pricing strategies, but marketing public relations as moderation plays a role in weakening the relationship between price strategies and customer awareness. The implication of this study emphasizes that companies need to pay attention to the policies of marketing public relations to increase customer audience effectively. Because the company does not only rely on price strategies in building customer awareness. Therefore, it is necessary to balance the pricing strategy with marketing public relations so that marketing can be achieved optimally.
ASSESSING THE IMPACT OF CONTENT MARKETING, INFLUENCER MARKETING, AND ELECTRONIC WORD OF MOUTH ON SUBSIDIZED HOUSING PURCHASE DECISIONS: THE MODERATING EFFECT OF E-WOM Budi Susanto; Yacob, Syahmardi; Lubis, Tona Aurora
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44443

Abstract

This study aims to examine the influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (e-WOM) on purchase decisions for subsidized housing, as well as to evaluate the moderating role of e-WOM in the relationship between digital marketing strategies and consumer purchasing decisions. The research was conducted at PT. Digdaya Cipta Harjita, involving 190 respondents who had purchased subsidized housing in Jambi City and Muaro Jambi Regency. Employing a quantitative approach with Partial Least Square-Structural Equation Modeling (PLS-SEM), the results indicated that Content Marketing (β = 0.125; T = 2.117; p = 0.036), Influencer Marketing (β = 0.261; T = 3.195; p = 0.002), and e-WOM (β = 0.254; T = 3.012; p = 0.003) have a positive and significant impact on purchase decisions. Furthermore, e-WOM demonstrates a significant negative moderating effect on the relationship between Content Marketing and purchase decisions (β = –0.153; T = 2.314; p = 0.022), and a positive moderating effect on the relationship between Influencer Marketing and purchase decisions (β = 0.161; T = 2.067; p = 0.040). The model's R-square value of 0.267 indicates that the proposed variables explain 26.7% of the variance in purchasing decisions. These findings suggest that the effectiveness of digital marketing strategies in promoting subsidized housing is influenced not only by the quality of content and social influence but also by consumer perceptions shaped through digital word-of-mouth interactions, highlighting the critical role of online reputation management in enhancing marketing outcomes.
ENHANCING ENGAGEMENT IN QRIS ADOPTION: THE IMPACT OF EASE OF USE ON USAGE DECISIONS WITH TRUST AS A MEDIATING VARIABLE AMONG USERS IN JAMBI PROVINCE Arvelita, Alya Diandra; Yacob, Syahmardi; Sari, Novita
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44719

Abstract

This study examines the impact of ease of use on QRIS usage decisions, with trust as a mediating variable among users in Jambi Province. Employing a quantitative approach with a survey method, data were collected from 100 respondents and analyzed using Partial Least Squares (PLS). The findings reveal that ease of use has a positive and significant effect on user trust—individuals who perceive QRIS as easy to learn and operate tend to exhibit higher levels of trust. However, ease of use does not directly influence usage decisions. Instead, trust plays a crucial mediating role, significantly affecting users' decisions to adopt QRIS. These results highlight the necessity of enhancing usability and fostering trust to drive broader adoption.nThis study contributes to the existing literature by providing empirical evidence on the mediating role of trust in the relationship between ease of use and usage decisions in the context of digital payment adoption. The findings offer practical implications for policymakers, financial institutions, and QRIS developers in designing strategies that improve user experience and build trust to accelerate QRIS adoption. By addressing key factors influencing user decisions, this research supports the development of more effective digital payment ecosystems in Indonesia.
PENGARUH EKSPEKTASI PENDAPATAN, PENGETAHUAN KEWIRAUSAHAAN DAN MINDSET WIRAUSAHA TERHADAP MINAT BERWIRAUSAHA PEGAWAI NEGERI SIPIL BADAN PENGELOLAAN KEUANGAN DAN PENDAPATAN DAERAH PROVINSI JAMBI Rosadi, Ichsan; Yacob, Syahmardi; Lubis, Tona Aurora
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.44840

Abstract

This study investigates the influence of income expectations, entrepreneurial knowledge, and entrepreneurial mindset on entrepreneurial intention among civil servants at the Regional Revenue and Financial Management Agency (BPKPD) of Jambi Province, Indonesia. Employing a quantitative approach with a descriptive-verificative design, the research utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis, processed using SmartPLS 3.0. Data were collected through structured questionnaires from a purposive sample of 156 respondents, determined using Slovin's formula from a total population of 296. The findings reveal that all three independent variables exert a statistically significant and positive effect on entrepreneurial intention. Income expectation (β = 0.302; t = 3.161; p < 0.01), entrepreneurial knowledge (β = 0.937; t = 9.754; p < 0.001), and entrepreneurial mindset (β = 0.347; t = 3.079; p < 0.01) significantly contribute to shaping entrepreneurial interest among civil servants. The model demonstrates a high explanatory power with an R-squared value of 0.976, indicating that 97.6% of the variance in entrepreneurial intention is explained by the model. These results underscore the importance of fostering entrepreneurial literacy, realistic income expectations, and a proactive entrepreneurial mindset in encouraging civil servant engagement in entrepreneurship. The study contributes to the literature by addressing a research gap concerning public sector entrepreneurship and provides practical implications for policy formulation aimed at promoting entrepreneurial development among state employees.
THE INFLUENCE OF FLASH SALES AND AI-POWERED PRODUCT REVIEWS ON PURCHASE INTENTION OF AMAZON PRODUCTS IN INDONESIA Adetia, Mayang salva; Yacob, Syahmardi; Musnaini, Musnaini
Journal of Business Studies and Management Review Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i2.46662

Abstract

This study aims to examine the influence of flash sales and AI-powered product reviews on purchase intention toward Amazon products in Indonesia. A quantitative approach was used, with data collected through a questionnaire distributed to 100 respondents. The data were analyzed using SmartPLS 4 to assess validity, reliability, and both direct and indirect relationships among variables. The results show that flash sales do not have a significant direct effect on purchase intention. In contrast, AI-powered product reviews have a positive and significant influence on purchase intention. Furthermore, flash sales have a significant indirect effect on purchase intention when mediated by AI-powered product reviews. These findings suggest that the integration of AI technology in product reviews can enhance the effectiveness of promotional strategies like flash sales in driving consumer purchase intention.
Co-Authors Abror Ade Octavia Adetia, Mayang salva AKHMAD IRWANSYAH SIREGAR Amaliatul Mar’atus Sholekhah Amri Amir anita febrianti Arvelita, Alya Diandra Bambang Sutejo, Bambang Budi Susanto Dahmiri Dede Suleman Dewi , Erwita Diandri, Azkar Edward Elsa Miranda.R F. Husni Hasbullah, F. Husni Fahdillah, Yosi Firmansyah Firmansyah Futri Rezki Indah Hendriyaldi Idham Khalik Ikhsan, Feyza Muhammad Johannes johannes johannes Johni Paul Karolus Pasaribu Junaidi Junaidi Kartika, Yulia Dwi Laras Sabrina, Hanan Levie Nia Listi, Sella Afrian Mastuti HS Melisa Sebtiani Milasari, Roza Mira Gustiana Pangestu Musnaini musnaini musnaini Nofrans Eka Saputra, Nofrans Eka NOVITA EKASARI Novita Sari Novita Sari Oktaviani, Singki Rika Lidyah Rika Nurjihan Rike Setiawati Rizkullah, Dzaki Achmad Rosadi, Ichsan Rum, Muhammad Saputri, Anggia Agustini Saryono Saryono Selvia, Levi Septia Nur Larasati Shofia Amin Siregar , Ade Perdana SRI RAHAYU Sry Rosita Susianto, Budi Suyatno, Andri Syafri, Rista Aldilla Tassya, Tassya Fitri Ramadhani Tona Aurora Lubis Vivi Herlina Wawan Novianto Yenny Yuniarti YULHASMIDA YULHASMIDA Yuliarnita Zainal Abidin Zulfina Adriani