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IRA NURIYA SANTI
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z Pravitasari, Dea; Santi, Ira Nuriya; Fadjar, Adfiyani; Wirastuti, Wiri
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 6 No 4 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i4.4453

Abstract

Purpose: This study explores the effects of live streaming, flash sales, and the free shipping tagline on Gen Z consumers impulse purchases of facetology products at Shopee. Research Methodology: Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, the sample comprised 120 respondents. A Likert scale was used as a measurement tool in a questionnaire used to collect data SPSS. Results: The results of this study show that live streaming, flash sales, and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sales, and free shipping taglines are effective in simulating impulse purchases, based on an R-squared of 58,9%. Conclusion: This study concludes that interactive promotional tools such as live streaming, limited-time flash sales, and attractive free shipping significantly drive Gen Z consumers’ impulse buying behavior on e-commerce platforms. These strategies enhance consumer engagement and create a sense of urgency that leads to higher spontaneous purchases, particularly of beauty and cosmetic products. Limitations: Sample capacity is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all Shopee users or beauty product consumers in general. Contribution: This research examines Generation Z consumer behavior in e-commerce and provides insights that can be used by marketers to develop effective marketing strategies, particularly through the use of live streaming and free shipping tagline promotions to increase the sales of cosmetics products on digital platforms.
The Effect of Green Marketing on Repurchase Intention of Le Minerale Products in Palu City Through Brand Image as an Intervening Variable Wahyunga, Wahyunga; Parani, Syamsul Bachri Dg; Santi, Ira Nuriya; Asriadi, Asriadi
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 1 (2026): March 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i1.1522

Abstract

This study aims to analyze the extent to which green marketing implemented by Le Minerale can influence consumer repurchase intention in Palu, and how brand image can strengthen or mediate the relationship. The method used in this study is quantitative with a descriptive causality research type and SEM-PLS version 4.0 analysis technique. The sampling technique used is a non-probability sampling technique through purposive sampling, with a sample size of 120 consumers who purchased Le Minerale water products in Palu and were willing to be respondents to fill out the questionnaire that had been submitted, by determining certain characteristics that were in accordance with the objectives of the study. The results showed that green marketing had a positive and significant effect on repurchase intention of Le Minerale products in Palu, green marketing had a positive and significant effect on brand image of Le Minerale products in Palu, and brand image had a positive and significant effect on repurchase intention of Le Minerale products in Palu. Green marketing had a positive and significant effect on repurchase intention through the brand image of Le Minerale products in Palu.
The Influence of Content Marketing and Product Reviews on Customer Satisfaction on Social Media Mediated by Purchase Decisions for Luxcrime Products in Palu City Aulia, Nurul; Sutomo, Maskuri; Santi, Ira Nuriya; Auriza, Mohammad Zeylo
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8035

Abstract

This study examines the influence of content marketing and product reviews on customer satisfaction, with purchase decisions as a mediating variable, for Luxcrime products in Palu City. A quantitative method was used by distributing online questionnaires to 100 respondents. Data were analyzed using PLS-SEM with SmartPLS 4.0. The results indicate that content marketing and product reviews significantly affect purchase decisions and customer satisfaction. Purchase decisions also mediate the relationship between these variables and customer satisfaction. These findings have implications for cosmetic industry practitioners in optimizing effective digital marketing strategies through social media.
The Role of Customer Experience in Mediating the Influence of Augmented Reality Marketing and Online Customer Reviews on Repurchase Intention of Wardah Products Nasyihah, Dzurotul Khoir; Ponirin, Ponirin; Santi, Ira Nuriya; Farid, Farid
JURNAL MANAJEMEN MOTIVASI Vol 21 No 2 (2025): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v21i2.8137

Abstract

ABSTRACTThe purpose of this study was to determine the role of customer experience in mediating the influence of augmented reality marketing and online customer reviews on repurchase intention of Wardah products. This type of research uses explanatory research, by taking a quantitative approach, through distributing questionnaires as a data collection technique. In this study, the method used was purposive sampling technique. The method of data analysis and processing uses SEM-PLS analysis using Smart PLS 4.1 software. The findings of this study reveal that both Augmented Reality Marketing and Online Customer Review significantly have a positive effect on Customer Experience and Repurchase Intention of Wardah products, but Customer Experience is not proven to mediate the relationship between the two independent variables with Repurchase IntentionABSTRAKTujuan dari penelitian ini adalah untuk mengetahui peran customer experience dalam memediasi pengaruh augmented reality marketing dan online customer review terhadap repurchase intention Produk Wardah. Jenis penelitian ini menggunakan penelitian eksplanatif, dengan melakukan pendekatan kuantitatif, melalui penyebaran kuesioner sebagai teknik pengumpulan data. Dalam penelitian ini, metode yang digunakan adalah teknik purposive sampling. Metode analisis dan pengolahan data menggunakan analisis SEM-PLS dengan menggunakan software Smart PLS 4.1 Temuan penelitian ini mengungkapkan bahwa baik Augmented Reality Marketing maupun Online Customer Review secara signifikan berpengaruh positif terhadap Customer Experience dan Repurchase Intention produk Wardah, namun Customer Experience tidak terbukti memediasi hubungan antara kedua variabel independen tersebut dengan Repurchase Intention.
The Influence of Service Quality and Price Perception on the Intention to Reuse Trans Palu Bus Services Riyanto, Wahyu; Sutomo, Maskuri; Santi, Ira Nuriya; Farid, Farid
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8390

Abstract

This study analyzes the effect of service quality and price perception on the intention to reuse the Trans Palu Bus service. Using a quantitative approach, data were collected via online questionnaires from 90 purposively selected respondents. The analysis employed multiple regression through SPSS version 31. Results indicate that service quality and price perception significantly influence repurchase intention both partially and simultaneously. The coefficient of determination shows that these variables explain 46.1% of the variance in repurchase intention, implying the need for service enhancement and pricing strategies to improve customer retention
THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT QUALITY ON TIMES FLORIST PURCHASE DECISIONS IN PALU CITY Ni Luh Dita Yanti; Ira Nuriya Santi; Maskuri Sutomo; Farid
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18486743

Abstract

This study aims to determine the effect of Digital Marketing and Product Quality on Purchasing Decisions at Times Florist in Palu City. The study used a quantitative method with data collection techniques through questionnaires distributed to 90 respondents using purposive sampling. Data were processed and analyzed using the SPSS.26 application through validity tests, reliability tests, classical assumption tests, multiple linear regression, F tests, t tests, and coefficients of determination. The results showed that Digital Marketing had a significant effect on Purchasing Decisions. Product Quality also had a significant effect on Purchasing Decisions. Simultaneously, both variables had a significant effect and were able to explain 85.1% of the variation in purchasing decisions. These findings confirm that optimizing digital marketing strategies and improving product quality are very important to improve consumer purchasing decisions.
THE ROLE OF PURCHASE DECISIONS IN MEDIATING THE EFFECT OF RESPONSIBILITY AND PERSONALIZATION IN CHATBOTS ON CUSTOMER SATISFACTION OF FASHION PRODUCTS AT TIKTOK SHOP IN PALU CITY Syarifaini; Ira Nuriya Santi; Maskuri Sutomo; Mohammad Zeylo Auriza
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18464932

Abstract

This study aims to analyze the role of purchasing decisions as a mediator of the influence of chatbot responsiveness and personalization on customer satisfaction on TikTok Shop in Palu City. Using quantitative methods with SEM-PLS (SmartPLS 4) and purposive sampling techniques, the study involved 100 respondents who had interacted with a chatbot when purchasing fashion products on TikTok Shop. The results show that responsiveness and personalization do not directly influence satisfaction, but both have a significant influence on purchasing decisions. Subsequent purchasing decisions are proven to have a strong influence on satisfaction and act as a full mediator. These findings reflect field conditions, where TikTok Shop users value chatbots more from their ability to assist the decision-making process such as clarity of information, relevant recommendations, and ease of transactions than from the emotional aspect of direct satisfaction. Practically, TikTok Shop needs to optimize the quality of chatbot responses, enrich personalization based on shopping history, and improve the accuracy of product information to encourage purchasing confidence, which ultimately increases customer satisfaction.
The Influence of Social Media Marketing and Electronic Word of Mouth on Visit Intention to Kura Kura Boneoge Beach Club Andi Muhammad Fikri; Sutomo, Maskuri; Nuriya Santi, Ira; Zeylo Auriza, Mohammad
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8947

Abstract

This study aims to analyze the influence of social media marketing and electronic word of mouth on interest in visiting Kura Kura Boneoge Beach Club. The study used a quantitative approach with 105 respondents and was analyzed using multiple linear regression. The results showed that both variables had a positive and significant effect with an Adjusted R² of 0.725. Social media marketing had a more dominant influence than electronic word of mouth. These findings indicate that social media marketing and electronic word of mouth play an important role in increasing tourist interest in visiting.
The Effect of Customer Experience and Perceived Enjoyment on Revisit Intention at 818 Billiard X Nati Coffee Palu Isra Mawarni Tahir Stella; Santi, Ira Nuriya; Rombe, Elimawaty; Fitrisam, Syarifah Aliyah
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9214

Abstract

This study examines the inconsistent effects of Customer Experience and Perceived Enjoyment on Revisit Intention at 818 Billiard X Nati Coffee. It aims to analyze the partial and simultaneous effects of both variables. An explanatory quantitative design was applied using purposive sampling, a Likert-scale questionnaire, and multiple linear regression with 90 respondents. The results show that Customer Experience has no significant effect, whereas Perceived Enjoyment has a positive and significant effect; jointly, both variables are significant, with an R² of 65.6%. The findings imply that management should prioritize enjoyment, comfort, entertainment, and facility quality to encourage repeat visits.
Membangun Jaringan Pemasaran Industri Kreatif Kerajinan Kayu Ebony di Sulawesi Tengah Bachri, Syamsul; Monoarfa, Hilda; Santi, Ira Nuriya
Jurnal Aplikasi Manajemen Vol. 13 No. 2 (2015)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/

Abstract

Creative industries are the economic resources of society are believed to be able toanswer the challenge of the basic problems of the economy in the short and medium nations,namely the relatively low economic growth (an average of only 4.5% per year) after thecrisis, unemployment is still high (9-10%) , high levels of poverty (16-17%). Creative industrieshave a number of constraints, one of which is the lack of access to market players in theindustry (Minister of Tourism and Creative Economy, 2012). The problems experienced bythe market access of products of wood crafts creative industries ebony in Central Sulawesi.Aris (2011) argues that the main obstacle is the wooden craft creative industry marketingissues, although local governments always engage in some craft fairs. Crafts ebony (DiospyrosCelebika Bakh) is a craft made of wood fancy (fancy wood) and has a style that is uniqueand distinctive and is done by skilled hands scattered communities in the territories district,so that the creative industry is one of ebony wood craft the potential for regional art at thesame time people's livelihood in the province of Central Sulawesi. Therefore, this study aimsto identify the network marketing ebony wood craft through survey methods. Integratedmarketing network can improve the performance of creative industries through the ebonywood craft Intensity Networking Marketing, Networking Marketing Strength, proactivityand Marketing Marketing Networking, Networking Diversity.
Co-Authors Abd. Rasyid Syamsuri Adfiyani Fadjar Akbar Riswandi Amier, Amran Nawir Amir, Mirna Andhika Dwitama Andi Indriani Ibrahim Andi Muhammad Fikri ANISAH Annaliah, Febrizha Asriadi Asriadi Asriadi Aulia, Nurul Aun Ramlah Maharani Barkat Ansari Benyamin Parubak Chalil Chalil CHALIL, CHALIL Cici Rianty K. Bidin Darman, Darman Dian Rahmawati Dianafakroh, Dianafakroh Dinda Maharani Djibran, Moch Aedil Elimawaty Rombe Erwan Sastrawan Farid Farid Farid Farid Farid Farid, Farid Fitriah Hartanti Fitrisam, Syarifah Aliyah Harnida Wahyuni Adda Hesti Evrianti Hilda Monoarfa idiljan, Desri komala sari Idris Idris Ihksan, Ihksan Isra Mawarni Tahir Stella Iwan Iwan Juliana Kadang KORNELIUS, YOBERTH Lamusa, Faruq Laorensia Yolanda Sundah LISTANTO, DEDE KURIANG Magfira Malarante, Narita Maskuri Sutomo Masliati Milany, Audy Putri Moh. Ali Murad Mohammad Ega Nugraha Mohammad Zeylo Auriza Monoarfa, Hilda Muhammad Faisal Muhammad Randi Satrio Muhammad Riswandi Palawa4 Muis, Yuyun Ramadhani Munawarah Muslimin Muslimin Muslimin Muslimin Muzakir Nada Afisa Ad’jen Nasyihah, Dzurotul Khoir Nazarina, Tiara Ni Luh Dita Yanti Niken Nazira Kinsky Niluh Putu Evvy Rossanty Novia Widyasari Nur Riski Islianty Nurdin, Jurana Nurmiati Nurmiati Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bachri Dg Parani, Syamsul Bahri Parani, Syamsul Bahri Dg. Parawangsa, Indra Ponirin Ponirin Ponirin Ponirin, Ponirin Pravitasari, Dea Pricylia Chintya Dewi Buntuang Rahmat Mubaraq Ramadhani, Jihan Ramli Hatma Randang, Viany Fransiska Razak, Abd Rian Risendy Riyanto, Wahyu Rosida P. Adam Ryan Ryan Setiawan Mandala Putra Siti Fajaria Siti Riskiana Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Suardi Suardi Sulaeman Miru Surayya SURYA NINGSIH Syafiqa Syahir Natsir Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syarifaini Tahyudin Tahyudin Talita, Febrina Tambaru, Rachman Thahir, Harifuddin Umar Syarifuddin USWATUN HASANAH Wahyunga, Wahyunga Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Yea Aprilia Silvana YUYUN DESTI INDRAWATI Zakiyah Zahara Zalyanti, Nur Afni Zeylo Auriza, Mohammad