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All Journal Jurnal Ekonomi JBTI : Jurnal Bisnis : Teori dan Implementasi EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Manajemen & Keuangan 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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The Influence of Fashion Involvement, Shopping Lifestyle, and Live Streaming Shopping on E-Impulse Buying Fashion Products Sawitri, Sawitri; Afwa, Awliya
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.
LITERASI PEMANFAATAN MEDIA SOSIAL UNTUK PROMOSI GUNA MENINGKATKAN PENDAPATAN USAHA PADA SISWA SMK IBNU TAIMIYAH PEKANBARU Awliya Afwa; Erfan Effendi; Gilang Nugroho; Alif Rahman
Hawa : Jurnal Pemberdayaan Dan Pengabdian Masyarakat Vol. 2 No. 2 (2024): Agustus 2024 : Hawa : Jurnal Pemberdayaan Dan Pengabdian Masyarakat (HAWAJPPM)
Publisher : Yayasan Wayan Marwan Pulungan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69745/hawajppm.v2i2.68

Abstract

Kegiatan pengabdian kepada masyarakat bertujuan untuk meningkatkan kemampuan mereka dalam menggunakan media sosial untuk promosi bisnis selama pandemi COVID-19, sehingga dapat meningkatkan pendapatan mereka. Mengingat penggunaan internet yang signifikan di Indonesia, pelatihan ini difokuskan pada platform seperti Instagram, Facebook, dan Twitter. Pelatihan ini meningkatkan pemahaman siswa tentang potensi media sosial untuk bisnis, mengalihkan penggunaan mereka dari tujuan pribadi ke komersial. Proyek ini berhasil meningkatkan kesadaran dan keterampilan siswa dalam pemasaran digital, berkontribusi pada ketahanan ekonomi mereka. Upaya di masa depan sebaiknya mencakup dukungan berkelanjutan dan pelatihan lanjutan untuk lebih mengembangkan kemampuan bisnis mereka.
THE INFLUENCE OF PRODUCT QUALITY, PRICE, AND BRAND IMAGE ON ELECTRIC CAR PURCHASING DECISIONS IN PEKANBARU CITY Fadhil Zaky Trinando; Awliya Afwa
Jurnal Apresiasi Ekonomi Vol 14, No 1 (2026)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v14i1.1035

Abstract

This study aims to analyze the influence of product quality, price, and brand image on electric car purchasing decisions in Pekanbaru City. The increasingly rapid growth of electric vehicles indicates a shift in consumer preferences toward environmentally friendly products, but electric car purchasing decisions are still influenced by various internal and external factors. This study used a quantitative approach by distributing questionnaires to 100 respondents who had purchased electric cars. The analysis techniques used included validity and reliability tests, classical assumptions, and multiple linear regression. The results showed that product quality, price, and brand image each had a positive and significant influence on purchasing decisions. Simultaneously, all three variables were also proven to have a significant influence on consumer purchasing decisions. These findings confirm that consumer decisions in purchasing electric cars are influenced by their perceptions of product performance, the suitability of price to benefits, and brand reputation. This study has implications for automotive companies to improve quality, adjust pricing strategies, and strengthen brand image to encourage market penetration of electric cars in Indonesia
AN ANALYSIS OF THE ROLE OF CONSUMER VALUE, BROWSING ACTIVITY, AND IMPULSIVENESS AMONG E-COMMERCE USERS IN RIAU PROVINCE Rianda Kapri; Awliya Afwa; Moniko Moniko; Hamanda Hadi Saputra
Jurnal Apresiasi Ekonomi Vol 14, No 1 (2026)
Publisher : Institut Teknologi dan Ilmu Sosial Khatulistiwa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31846/jae.v14i1.1037

Abstract

This study aims to analyze the effect of utilitarian value and hedonic value of online reviews on browsing activity, urge to buy impulsively, and impulse buying behavior among Gen-Z consumers in Riau Province, with impulsiveness as a moderating variable. The study employs a quantitative approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4, based on data from 105 respondents. The results indicate that utilitarian value and hedonic value have a significant effect on browsing (β = 0.344 and β = 0.273; p < 0.01), browsing significantly affects urge to buy impulsively (β = 0.452; p < 0.001), and urge to buy impulsively significantly affects impulse buying behavior (β = 0.584; p < 0.001). The moderating effect of impulsiveness is partially supported, where individuals with high impulsivity are more responsive to emotionally driven reviews than informational ones.These findings affirm that online reviews function as cognitive and affective triggers in digital consumption behavior. Gen-Z exhibits browsing tendencies driven by enjoyment and curiosity, ultimately encouraging spontaneous purchases. Practically, the results offer implications for digital marketers to balance informational credibility and emotional appeal in ethical and sustainable online marketing communication strategies
Co-Authors Adella Puspita Adrian, Muhammad Alif Rahman Almuttaqin, Muhammad Akbar Amaliae, Nida Anasfi, Khoirul ASRIL ASRIL Azzahra Azzahra Dandi, Lisman Dani Pratama Darmasari, Ria Devi Kurniawati Dodi Agusra Elondri Erfa Okta Lussianda Erfa Okta Lussianda Erfan Effendi Ezra Deavin Ulayya Fadhil Zaky Trinando Febrina, Liga Gilang Nugroho Gusdaputra, Damra Hadi Saputra, Hamanda Hadi, Hamanda Haryadi, Octadino Hasan, Hazwari Imam Hanafi Irsyadi Zain Jamil, Poppy Camenia Jusika, Alda Karimy, El Kassanda, Ivan Lussianda, Erfa Okta Mardhotilla Annisa Rahman Maulana, Andre 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 Nugroho, Gilang Nursida, Nina Pratama, Dani Puspita, Adella Rianda Kapri Ridha Saprika Dewi Samsir &#039; &#039; Santoso, Pamuji Hari Sawitri Sawitri Shavira, Andi Nia Siska Siska Sri Indrastuti Sulistyowati &#039; &#039; Sundari, Eva Susilawati, Susilawati Tubel Agusven Wahyudi, Ade Wan Fauzi Kurniawan Wedayanti, Made Devi Yulistiyani, Nanda Yulyanti, Sinta Zahara Putri Islam Zaim, Zaflis Zain, Irsyadi