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All Journal Jurnal Ekonomi JBTI : Jurnal Bisnis : Teori dan Implementasi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Al Qalam: Jurnal Ilmiah Keagamaan dan Kemasyarakatan Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis Jurnal Abdimas Mandiri Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Riset Bisnis dan Manajemen EKOMABIS: Jurnal Ekonomi Manajemen Bisnis ARSY : Jurnal Aplikasi Riset kepada Masyarakat Jurnal Ekonomi KIAT PENANOMICS: INTERNATIONAL JOURNAL OF ECONOMICS Jurnal AKAL: Abdimas dan Kearifan Lokal Asean International Journal of Business e-Jurnal Apresiasi Ekonomi International Journal of Management Analytics (IJMA) International Journal of Sustainable Applied Sciences (IJSAS) VALUTA Jurnal Administrasi Bisnis, Manajemen dan Ekonomi Jurnal Pengabdian Masyarakat ISEI Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) Hawa : Jurnal Pemberdayaan Dan Pengabdian Masyarakat (HAWAJPPM)
Awliya Afwa
Economics And Business Faculty, Universitas Islam Riau
Humanities Automotive Engineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Transportation Other

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MENGAPA KONSUMEN MEMILIH? MENGUNGKAP RAHASIA DI BALIK KEPUTUSAN PEMBELIAN Ria Darmasari; Pamuji Hari Santoso; Awliya Afwa
Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis Vol. 10 No. 2 (2025): Kurs : Jurnal Akuntansi, Kewirausahaan dan Bisnis
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/kurs.v10i2.5642

Abstract

This research aims to determine and analyze the Influence of Brand Trust, Security, Promotion and Brand Image on Some By Mi Skincare Purchase Decisions in Pekanbaru city. The population of this study is all Some By Mi Skincare consumers in Pekanbaru city, whose exact number cannot be determined. The sample size is determined using guidelines from Roscoe and the Institute of Business and Technology Pelita Indonesia. As a result, the sample used in this research consists of 100 consumers as respondents. Data collection is done through questionnaires. The analytical method for this research uses descriptive analysis, multiple linear regression and several types of evaluation using SPSS software. The results of this research show that, collectively, Brand Trust, Security, Promotion and Brand Image have an impact on Purchase Decisions. However, individually, Brand Trust, Promotion and Brand Image influences Purchase Decisions, while Security do not have an influence on Purchase Decisions. Penelitian ini bertujuan untuk mengetahui dan menganalisa Pengaruh Brand Trust, Keamanan, Promosi dan Brand Image terhadap Keputusan Pembelian Skincare Some By Mi di Kota Pekanbaru. Populasi dari penelitian ini adalah seluruh konsumen Skincare Some By Mi di Pekanbaru yang jumlahnya tidak dapat dihitung secara pasti. Ukuran sampel menggunakan panduan Roscoe dan panduan dari Institut Bisnis dan Teknologi Pelita Indonesia, sehingga sampel yang digunakan dalam penelitian ini adalah sebanyak 100 konsumen sebagai responden. Metode pengumpulan data menggunakan kuesioner. Metode analisis penelitian ini menggunakan analisis dekriptif, regresi linier berganda serta beberapa jenis evaluasi dengan menggunakan bantuan software SPSS. Hasil penelitian ini menunjukkan secara simultan, variabel Brand Trust, Keamanan, Promosi dan Brand Image berpengaruh terhadap Keputusan Pembelian. Secara parsial, Brand Trust, Promosi dan Brand Image berpengaruh terhadap Keputusan Pembelian, sedangkan Keamanan tidak berpengaruh signifikan terhadap Keputusan Pembelian.
The Influence of Consumer Perceptions on Cross-Buying Intention among Apple Product Users in Pekanbaru City Andre Maulana; Awliya Afwa; Moniko Moniko; Hamanda Hadi
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 20 No 1 (2026): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v20i1.2375

Abstract

This study examined the determinants of cross-buying intention within Apple’s product ecosystem among users in Pekanbaru, Indonesia. A quantitative explanatory survey with a deductive design was used to test theory-driven relationships between consumer perceptions and cross-category purchase intentions. Data were collected online from 177 participants; after residency screening, 160 valid responses remained. Constructs comprised perceived product benefit, perceived price attractiveness, perceived convenience, perceived product fit, perceived aesthetic quality, and cross-buying intention. Measurement and structural assessments were conducted using Partial Least Squares Structural Equation Modeling. The measurement model satisfied accepted thresholds for internal consistency, convergent validity, and discriminant validity, and diagnostics indicated no substantive bias from a single measurement source. Structural results showed that perceived aesthetic quality and perceived price attractiveness positively influenced cross-buying intention, whereas perceived convenience, perceived product benefit, and perceived product fit were not significant. The model explained a substantial share of variance in cross-buying intention, indicating strong explanatory power. Overall, the findings suggested that emotional–symbolic value—particularly design coherence and the perception of price as a signal of quality—played a more decisive role than purely functional considerations in motivating cross-category expansion within a premium brand ecosystem. Managerial implications and avenues for future research were outlined.
The Influence of Fashion Involvement, Shopping Lifestyle, and Live Streaming Shopping on E-Impulse Buying Fashion Products Sawitri Sawitri; Awliya Afwa
Jurnal Ilmiah Bisnis dan Ekonomi Asia Vol 20 No 1 (2026): Jurnal Ilmiah Bisnis dan Ekonomi Asia
Publisher : Institut Teknologi dan Bisnis Asia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32815/jibeka.v20i1.2382

Abstract

This study aims to analyze the influence of fashion involvement, shopping lifestyle, and live streaming shopping on e-impulse buying of fashion products in TikTok Shop users in Pekanbaru City. The phenomenon of increasing impulse purchases in the context of social commerce is a major concern, especially as TikTok has evolved from a mere entertainment platform to an interactive marketing medium that encourages spontaneous purchase decisions. A quantitative approach was used for the survey method of 100 respondents selected through purposive sampling technique. Data was collected using questionnaires and analyzed by multiple linear regression through SPSS software. The results of the study show that fashion involvement, shopping lifestyle, and live streaming shopping have a positive and significant effect on e-impulse buying of fashion products at TikTok Shop in the city of Pekanbaru. These findings indicate that the higher the consumer engagement with fashion, the stronger their shopping lifestyle, and the more intense the interactive experience through live streaming, the tendency to make impulse purchases also increases. This research offers practical implications for online businesspeople in designing marketing strategies that harness the power of real-time interaction and visual appeal to drive spontaneous purchase decisions.
THE IMPACT OF DIGITAL MARKETING ON MARKETING OUTCOMES OF SMES THE MEDIATING ROLE OF INNOVATIVE PRODUCT DEVELOPMENT Eva Sundari; Awliya Afwa; Dani Pratama
Jurnal Riset Bisnis dan Manajemen Vol. 18 No. 1 (2025): February Edition
Publisher : Faculty of Economic and Business, University of Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jrbm.v18i1.19444

Abstract

Over recent decades, digital innovations in product creation, communication, and marketing have gained significant attention in research and decision-making across businesses of various scales. Technological advancements have greatly influenced corporate marketing strategies, consumer purchasing behav-ior, and market structures. This study examines the impact of digital marketing on marketing performance in Small and Medium Enterprises (MSME) in Pek-anbaru, with product innovation as a mediating factor. Targeting SMEs that utilize digital marketing, a purposive sampling method selected 53 Pekanbaru SMEs that met the research criteria. Path analysis through Structural Equation Modeling-Partial Least Squares (SEM-PLS) was applied as the analytical method. Findings indicate that digital marketing significantly enhances both marketing performance and product innovation. Furthermore, product innova-tion directly improves marketing performance, underscoring its role as a medi-ator in the relationship between digital marketing and marketing performance in Pekanbaru MSME.
Co-Authors Adella Puspita Adrian, Muhammad Alif Rahman Almuttaqin, Muhammad Akbar Amaliae, Nida Anasfi, Khoirul Andre Maulana ASRIL ASRIL Azzahra Azzahra Dandi, Lisman Dani Pratama Dani Pratama Devi Kurniawati Dodi Agusra Erfa Okta Lussianda Erfa Okta Lussianda Erfan Effendi Ezra Deavin Ulayya Fadhil Zaky Trinando Febrina, Liga Gilang Nugroho Gusdaputra, Damra Hadi Saputra, Hamanda Hamanda Hadi Haryadi, Octadino Hasan, Hazwari Imam Hanafi Irsyadi Zain Jamil, Poppy Camenia Jusika, Alda Karimy, El Kassanda, Ivan Lussianda, Erfa Okta Mardhotilla Annisa Rahman Maydirmasyah, Yoga Miftahul Jannah Mohamad Iqbal Moniko Moniko Moniko, Moniko Muhammad Adrian Muhammad Akbar Almuttaqin Muhammad Fahrozi Muhammad Fahrozi, Muhammad Nathania, Nadya Nefrida Nia Anggraini Nia Anggraini Nia Anggraini Nina Nursida Nugroho, Gilang Pamuji Hari Santoso Puspita, Adella Ria Darmasari Rianda Kapri Ridha Saprika Dewi Samsir ' ' Sawitri Sawitri Sawitri Sawitri Shavira, Andi Nia Siska Siska Sri Indrastuti Sulistyowati ' ' Sundari, Eva Tubel Agusven Wahyudi, Ade Wan Fauzi Kurniawan Wedayanti, Made Devi Yulistiyani, Nanda Yulyanti, Sinta Zahara Putri Islam Zaim, Zaflis Zain, Irsyadi