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All Journal Jurnal Kependidikan: Penelitian Inovasi Pembelajaran Jurnal EMPATI Ziswaf : Jurnal Zakat dan Wakaf Jurnal Maneksi (Management Ekonomi Dan Akuntansi) SINERGI: Jurnal Ilmiah Ilmu Manajemen Surya Abdimas SULTANIST: Jurnal Manajemen dan Keuangan Value: Jurnal Manajemen dan Akuntansi BISECER (Business Economic Entrepreneurship) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Pengabdian kepada Masyarakat Nusantara Nusantara Science and Technology Proceedings Economics and Digital Business Review Journal of Social Responsibility Projects by Higher Education Forum Implementasi Manajemen & Kewirausahaan Jurnal Indonesia Sosial Sains Innovative: Journal Of Social Science Research Mengabdi: Jurnal Hasil Kegiatan Bersama Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi International Journal of Accounting, Management, and Economics Research : Ijamer Proceeding of The International Conference on Management, Entrepreneurship, and Business
Masitha Fahmi Wardhani
Universitas Dian Nuswantoro
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Analisis Pengaruh Celebrity Endorsement, Brand Image, dan e-WOM Terhadap Keputusan Pembelian Skincare Serum Wajah MS Glow Simarmata, Okta Naomilyanika; Wardhani, Masitha Fahmi; Wismantoro, Yohan; Puspitasari, Diana
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 4: Juni 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i4.9853

Abstract

Penelitian ini dirancang untuk mengkaji secara mendalam pengaruh celebrity endorsement, citra merek, dan e-WOM terhadap keputusan pembelian produk serum wajah MS Glow, baik secara parsial maupun simultan. Studi ini dilakukan di Universitas Dian Nuswantoro Semarang, dengan melibatkan 140 responden yang dipilih melalui penyebaran kusioner. Data dianalisis menggunakan pendekatan kuantitatif melalui regresi linier berganda dengan bantuan Perangkat lunak SPSS. Hasil analisis menunjukkan bahwa secara parsial, celebrity endorsement dan citra merek memiliki hubungan signifikan terhadap keputusan pembelian, sementara e-WOM tidak menyatakan pengaruh yang signifikan. Namun, secara simultan, ketiga variabel tersebut berpengaruh secara signifikan terhadap keputusan pembelian. Koefisien determinasi (R2) mengindikasikan bahwa variabel independent berkontribusi sebesar 69,2 % terhadap keputusan pembelian, namun sisanya sebesar 30,8% dapat terpengaruh oleh variabel lain yang tidak diobservasi melalui penelitian ini.
Peran Kualitas Produk, Kualitas Pelayanan, Dan Media Sosial Terhadap Keputusan Pembelian Esteh Indonesia Di Cabang Tlogosari Semarang Wijayanti, Yuniarti Wahyu; Wardhani, Masitha Fahmi; Mahmud, Mahmud; Farida, Ida
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.8438

Abstract

Tingginya persaingan bisnis makanan dan minuman, terutama es teh di Indonesia, menjadikan keputusan pembelian konsumen krusial. Esteh Indonesia cabang Tlogosari Semarang mengalami penurunan penjualan, sehingga penelitian ini bertujuan menganalisis pengaruh kualitas produk, kualitas pelayanan, dan media sosial terhadap keputusan pembelian konsumen. Metode yang digunakan dalam penelitian ini adalah kuantitatif dengan menyebarkan kuesioner melalui Google Form kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Data yang terkumpul dianalisis dengan IBM SPSS Statistics 24 melalui teknik deskriptif, uji instrumen, asumsi klasik, regresi linear berganda, uji hipotesis, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk, kualitas pelayanan, dan media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian di Esteh Indonesia cabang Tlogosari Semarang. Hal ini menekankan pentingnya peningkatan kualitas produk, pelayanan, dan pemanfaatan media sosial secara optimal untuk meningkatkan daya saing dan keberlanjutan perusahaan di tengah persaingan bisnis yang ketat.
Menumbuhkan Jiwa Kewirausahaan Melalui Kreativitas Buket Snack Pada Karangtaruna RW 5 Kelurahan Salamanmloyo Semarang Chasanah, Amalia Nur; Puspitasari, Diana; Wardhani, Masitha Fahmi; Ulfa, Adilla Kustya
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 1 (2025): Jurnal Pengabdian kepada Masyarakat Nusantara Edisi Januari - Maret
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i1.5429

Abstract

Entrepreneurship is an option for the younger generation in creating a better economy. However, knowledge about entrepreneurship is still limited, especially among the younger generation, especially in the Karang Taruna RW 5, Salaman Mloyo, Semarang. Activities currently carried out by Karangtaruna include social activities such as sorting rubbish, holding certain activities such as commemorating August 17 and other activities. In order to develop an entrepreneurial spirit in members, various activities and training are needed to increase members' skills. Based on this, the service activity carried out is to foster an entrepreneurial spirit through the creativity of snack bouquets for teenagers from Karangtaruna RW 5, Salaman Mloyo, Semarang. The aim of this activity is to improve the entrepreneurial spirit and develop innovation in youth organizations. The expected results of this activity are the growth of the entrepreneurial spirit, increased insight into entrepreneurship and the growth of innovation for members of Karang Taruna RW 5, Salaman Mloyo, Semarang.
Meningkatkan Keputusan Pembelian Skincare Korea Dengan Pengetahuan Produk Halal Fitri, Anisa Aulia; Haziroh, Awanis Linati; Sartika, Mila; Wardhani, Masitha Fahmi
Economics and Digital Business Review Vol. 5 No. 1 (2024): Agustus - January
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i1.985

Abstract

Penelitian ini bertujuan untuk mengetahui apakah keputusan untuk membeli produk perawatan kulit adalah legal. Penelitian ini akan menyelidiki pengaruh negara asal, citra merek, dan pengetahuan tentang produk halal pada faktor-faktor ini. Metode penelitian yang digunakan adalah metode kuantitatif untuk mengumpulkan data statistik dari 147 responden Generasi Z di Semarang yang telah menggunakan perawatan kulit Korea. Data yang dikumpulkan dianalisis menggunakan analisis regresi moderat (MRA) menggunakan perangkat lunak SPSS. Kesimpulan dari studi ini menemukan bahwa citra merek dan negara asal memiliki pengaruh positif pada keputusan konsumen untuk membeli produk perawatan kulit Korea, tetapi pengetahuan tentang produk halal tidak secara moderat mempengaruhi negara atau citra brand pilihan konsumen untuk membelinya.
Pengaruh Gaya Hidup, Brand Ambassador Dan Harga Produk Terhadap Keputusan Pembelian Konsumen Pada Produk Skincare Skintific : (Studi Pada Konsumen Produk Skintific Semarang) Pamungkas, Angga Riyan; Wardhani, Masitha Fahmi
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 13 No. 2 (2024): JUNI
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v13i2.2162

Abstract

Using quantitative methods, this study aims to explain how lifestyle, brand ambassadors, and product prices influence the purchasing decisions of skincare consumers. This research is a type of associative research. Consumers who have purchased scientific skincare in Semarang are the subjects of this study. In this study, 96 samples were taken from skincare skincare users in Semarang. This study used random sampling using the Lemeshow formula. The results of the T test show that the price of the product and the lifestyle of the Brand Ambassador have a significant influence on purchasing decisions, while the Brand Ambassador does not. Lifestyle variables and product prices influenced purchasing decisions by 47.5%, while other variables influenced 52.5
Pengaruh Kualitas Layanan Aplikasi Terhadap Kepuasan Konsumen dalam Membentuk Niat Beli Ulang Tiket Kereta Api Pada KAI Acces Ruslani, Ruslani; Mahmud, Mahmud; Pakarti, Piji; Wardhani, Masitha Fahmi
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11186

Abstract

Dengan berkembangnya teknologi menciptakan berbagai inovasi baru dari para pelaku bisnis, yang termasuk di dalamnya yaitu kualitas layanan untuk pemesanan tiket dengan cara online. Pada terjadinya era digital, pelanggan memfokuskan pada nilai kepraktisan melalui memanfaatkan teknologi. Tujuan atas dilaksanakannya penelitian ini yaitu agar dapat melakukan pengembangan tipe penelitian mutu pelayanan. Penelitian ini juga mengkaji pengaruh mediasi kepuasan konsumen terhadap niat beli ulang. Metode yang digunakan adalah kuantitatif. Dengan Kriteria responden berusia 20-30 tahun, yang menggunakan aplikasi yang berupa KAI Access dimana paling sedikitnya sebanyak 1 kali pernah melakukan transaksi. Proses analisis data menggunakan SEM-PLS. Hasil analisis menyatakan bahwasanya kualitas layanan aplikasi mempengaruhi dengan positif signifikan kepada aspek kepuasan konsumen serta adanya niat membeli kembali. Kepuasan konsumen mempengaruhi dengan positif dan signifikan kepada niat yang berupa membeli ulang. Kepuasan pelanggan berhasil memberikan mediasi pada kualitas layanan aplikasi kepada niat beli ulangnya.Kata Kunci: kualitas layanan aplikasi, kepuasan konsumen, niat beli ulang, kemudahan penggunaan, kemudahan pemesanan, kegunaan informasi, keamanan & privasi, desain website.
Pengaruh Harga, Inovasi Produk, dan Pemasaran Digital Terhadap Kepuasan Konsumen Fore Coffee di Kota Semarang Widya, Aanisah; Wardhani, Masitha Fahmi; Sedayu, Agung; Sartika, Mila
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research (Special Issue)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.11598

Abstract

Tujuan utama dari peneliti adalah untuk melihat pengaruh harga, inovasi produk maupunpemasaran digital terhadap kepuasan konsumen fore coffee di kota Semarang. Dengan menggunakan strategi penelitian purosif, dipilih 100 responden pembeli produk Fore Coffee di Kota Semarang. Dalam penelitian ini, metodologi kuantitatif diikuti saat menyebarkan kuesioner terdapat 15 indikator yang ditujukan kepada para responden. Microsoft Excel maupun SPSS 25 untuk Windows telah merilis data penelitian. Berdasarkan temuan penelitian dapat disimpulkan. Variabel harga mempunyai pengaruh positif terhadap kepuasan konsumen, namun inovasi produk juga mempunyai pengaruh positif dan besar terhadap kepuasan konsumen. Sebaliknya Digital Marketing tidak berpengaruh terhadap kepuasan pelanggan. Penelitian memperlihatkan pada variabel harga berpengaruh paling signifikan terhadap kepuasan konsumen kopi di kota semarang
Pengaruh Kualitas Produk, Brand Image, dan Harga terhadap Kepuasan Konsumen pada Brand Uniqlo di Kota Semarang Azmi Hanif; Masitha Fahmi Wardhani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i6.1522

Abstract

This research aims to determine the influence of Goods Quality, Brand Image and Cost on Buyer Fulfillment with the Uniqlo brand in Semarang. A Purposive Examination Strategy was used to select 100 Uniqlo buyer respondents in the city as a test. This examination adheres to a quantitative methodology by distributing a poll containing 15 markers to respondents. Research information is split between Microsoft Success and the Factual Bundle for the Sociology (SPSS) adaptation 25 for Windows. Based on the exploratory findings, it can be assumed that Item Quality, Brand Image, and Cost exclusively impact Buyer Fulfillment. In general, the test shows that these three elements have a very big influence on Customer Fulfillment, with an importance value (sig) of 0.000 < 0.05.
The Role of Product Quality, Brand Image and Consumer Trust in Purchasing Decisions at Pocong Pancong Pleburan Semarang Rahadian, Risnaldi; Wardhani, Masitha Fahmi
Jurnal Indonesia Sosial Sains Vol. 6 No. 4 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i4.1692

Abstract

The culinary industry in Indonesia continues to grow, including in the city of Semarang, which faces intense competition between business actors. Understanding the factors that influence consumer purchasing decisions is important for the sustainability of the culinary business. This study aims to analyze the effect of product quality, brand image, and consumer confidence on purchasing decisions at Pocong Pancong Pleburan Semarang. This study uses a quantitative method with an exploratory approach. Respondents in this study were consumers who had made purchases at Pocong Pancong, which were selected using purposive sampling method. Data were collected through a questionnaire that had been tested for validity and reliability. Data analysis was carried out using multiple linear regression with partial, simultaneous, and coefficient of determination tests through statistical software. The results showed that product quality, brand image, and consumer confidence have a significant effect on purchasing decisions, both individually and as a whole. Of the three factors, consumer confidence has the most dominant influence on purchasing decisions, followed by product quality and brand image. The coefficient of determination shows that the three variables explain most of the variation in purchasing decisions, while other factors still need further research.
When Brand, Quality, and Social Media Align: Insight into Wardah Face Cream Purchase Decisions Afia Zahra Afzalurrizqi; Muhammad Abid Humam Abyan; Masitha Fahmi Wardhani
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 2 No. 2 (2025): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v2i2.251

Abstract

This study investigates the influence of Brand Image, Product Quality, and the use of Social Media on consumers’ purchasing decisions to Wardah facial cream. Using a quantitative method with purposive sampling technique, this study involved 120 Wardah product users in the West Semarang area. Data were collected through an online questionnaire and processed using SmartPLS 4.0. The results indicate that product quality and social media usage have a positive and significant effect on purchasing decisions, whereas brand image shows a positive but insignificant effect. This suggests that consumers tend to prioritize tangible attributes such as product quality and active engagement through social media over brand perception The model explains 75.2% of the variance in purchasing decisions (Adjusted R² = 0.752), highlighting the strong explanatory power of the variables examined. Practically, the findings suggest that marketers should prioritize product quality and optimize social media campaigns to boost customer engagement and loyalty, while reassessing brand perception strategies.
Co-Authors Adilla Kustya Ulfa Afia Zahra Afzalurrizqi AGUNG SEDAYU Anak Agung Istri Sri Wiadnyani Awanis Linati Haziroh Azmi Hanif Chasanah, Amalia Nur Desyandri Desyandri Dian Indriana Hapsari Diana Puspitasari Diana Puspitasari Dini Ratri D. Febrianur Ibnu Fitroh Sukono Putra Fitri, Anisa Aulia Foza Hadyu Hasanatina Hadyu Hasanatina, Foza Hanif, Azmi Ida Farida Mahmud Mahmud Mila Sartika, Mila Muhammad Abid Humam Abyan Mujib, Miftachul Oktoriza, Linda Ayu Pamungkas, Angga Riyan Perdana, Tito Aditya Piji Pakarti Rahadian, Risnaldi Ratna Herawati Ratna Herawati Risanda Alirastra Budiantoro Risnaldi Rahadian Rudi Kurniawan Ruslani, Ruslani Simarmata, Okta Naomilyanika Suryawijaya, Tito Wira Eka Syamsul Arifin Tito Wira Eka Suryawijaya Ulhaq, Rahael Zadda Widya, Aanisah Wijayanti, Yuniarti Wahyu Yohan Wismantoro Zora Calista Susilo