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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 PRODUCT QUALITY, PRICE, AND BRAND IMAGE ON ELECTRIC CAR PURCHASING DECISIONS IN PEKANBARU CITY Trinando, Fadhil Zaky; Afwa, Awliya
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 Kapri, Rianda; Afwa, Awliya; Moniko, Moniko; Saputra, Hamanda Hadi
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
Urgensi Transformasi Bisnis Dalam Menghadapi Persaingan Di Era Disrupsi Digital Pada Centra UMKM BRK Syariah Afwa, Awliya; Almuttaqin, Muhammad Akbar; Nugroho, Gilang; Karimy, El; Sawitri, Sawitri
ARSY : Jurnal Aplikasi Riset kepada Masyarakat Vol. 7 No. 1 (2026): ARSY : Jurnal Aplikasi Riset kepada Masyarakat
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/arsy.v7i1.1940

Abstract

Era disrupsi digital menuntut Usaha Mikro, Kecil, dan Menengah (UMKM) untuk melakukan transformasi bisnis agar tetap kompetitif dan berkelanjutan. Sebagian besar UMKM binaan Bank Riau Kepri Syariah masih bergantung pada pemasaran konvensional dan belum memanfaatkan digital marketing secara efektif, sehingga berisiko tertinggal dalam persaingan yang semakin ketat. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan kesadaran pelaku UMKM mengenai urgensi transformasi bisnis berbasis digital serta memberikan panduan praktis penerapan strategi pemasaran digital yang sesuai prinsip syariah. Melalui seminar, diskusi interaktif, dan pendampingan sederhana, program ini mengenalkan konsep dasar transformasi bisnis dan pemanfaatan platform digital untuk promosi. Hasil kegiatan menunjukkan peningkatan pemahaman peserta tentang manfaat transformasi digital dan munculnya niat untuk mulai menggunakan media digital sebagai sarana pemasaran, sehingga diperlukan pendampingan lanjutan yang lebih terstruktur agar implementasi strategi transformasi bisnis dapat berlangsung secara konsisten dan berkelanjutan.​
Co-Authors Adella Puspita Adrian, Muhammad Almuttaqin, Muhammad Akbar Anasfi, Khoirul ASRIL ASRIL Azzahra Azzahra Dandi, Lisman Dani Pratama Darmasari, Ria Devi Kurniawati Dodi Agusra Effendi, Erfan Elondri Erfa Okta Lussianda Erfa Okta Lussianda Eva Sundari Febrina, Liga Gusdaputra, Damra Hadi Saputra, Hamanda Haryadi, Octadino Hasan, Hazwari Imam Hanafi Indrastuti, Sri Irsyadi Zain Islam, Zahara Putri Jamil, Poppy Camenia Jusika, Alda Kapri, Rianda Karimy, El Kassanda, Ivan Kurniawan, Wan Fauzi Lussianda, Erfa Okta Mardhotilla Annisa Rahman Maydirmasyah, Yoga Miftahul Jannah Mohamad Iqbal Moniko Moniko Moniko, Moniko Muhammad Adrian Muhammad Fahrozi Muhammad Fahrozi, Muhammad Nathania, Nadya Nefrida Nia Anggraini Nia Anggraini Nia Anggraini Nida Amaliae Nina Nursida Nugroho, Gilang Pratama, Dani Puspita, Adella Rahman, Alif Ridha Saprika Dewi Samsir &#039; &#039; Santoso, Pamuji Hari Sawitri Sawitri Shavira, Andi Nia Siska Sulistyowati &#039; &#039; Sundari, Eva Susilawati, Susilawati Trinando, Fadhil Zaky Tubel Agusven Ulayya, Ezra Deavin Wahyudi, Ade Wedayanti, Made Devi Yulistiyani, Nanda Yulyanti, Sinta Zaim, Zaflis Zain, Irsyadi