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All Journal JURNAL SISTEM INFORMASI BISNIS E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Pixel : Jurnal Ilmiah Komputer Grafis Elkom: Jurnal Elektronika dan Komputer Benefit: Jurnal Manajemen dan Bisnis Jurnal Ilmiah Ekonomi Islam INTENSIF: Jurnal Ilmiah Penelitian dan Penerapan Teknologi Sistem Informasi Journal of Economic, Bussines and Accounting (COSTING) Jurnal Inovasi Bisnis (Inovbiz) INOVTEK Polbeng - Seri Informatika JIMF (JURNAL ILMIAH MANAJEMEN FORKAMMA) JURNAL LENTERA BISNIS International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal Informatika Ekonomi Bisnis Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Budimas : Jurnal Pengabdian Masyarakat Jurnal Informa: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Abdidas Target : Jurnal Manajemen Bisnis Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Teknologi Informasi dan Komunikasi Media Aplikom ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Manajemen, Bisnis dan Kewirausahaan Journal Of Human And Education (JAHE) BULETIN BISNIS & MANAJEMEN (BBM) SMART Management Journal Dinamika Jurnal HUMMANSI (Humaniora, Manajemen, Akuntansi) Relevance: Journal of Management and Business JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen, Investasi dan Kewirausahaan Jurnal Informatika Ekonomi Bisnis J-DEPACE (Journal of Dedication to Papua Community) Jurnal Pengabdian Masyarakat Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Manajemen, Bisnis dan Kewirausahaan
Edwin Zusrony
Department Of Business, Academic Faculty, STEKOM University, Indonesia
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Mechanical Engineering Nursing Public Health Social Sciences Other

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DETERMINING IMPULSE BUYING BEHAVIOR: AN EMPIRICAL STUDY ON THE MILLENNIAL GENERATION OF SHOPEE PAYLATER USERS Ningrum, Noni Amalia; Zusrony, Edwin; Sumarlin, Tantik
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/170pth75

Abstract

New consumption patterns driven by spending habits, particularly from the millennial population, have come with the introduction of new digital financial services such as Shopee PayLater. This study looks at the influence of lifestyle, financial literacy, and the impulsive buying behavior of Shopee Pay Later users in the Semarang Regency. This is a quantitative study which employs the survey method with a Likert scale from 1 to 5. The respondents of the survey were 60 millennials aged 28-35 years who used Shopee PayLater at least once over the last 6 months. The respondent data were processed using the SmartPLS 4.0 software and analyzed with the Structural Equation Modeling-Partial Least Squares (SEM-PLS) approach. Both lifestyle and financial literacy are found to have a positive and significant influence, both partial and simultaneous, on impulse buying behavior. This denotes that financial illiteracy and a consumptive lifestyle have the propensity to induce impulse buying behavior, in the absence of control mechanisms. This research serves as a practical basis for initiating discourse on policy frameworks within the fields of education and social finance aimed at less financially savvy millennials in the digital globalized world.
ANALYSIS OF DIGITAL MARKETING, PRODUCT QUALITY, AND CUSTOMER TRUST STUDIES ON CONSUMER SATISFACTION ON TIKTOK SHOP Wicaksono, Jentoro; Zusrony, Edwin; Kusumajaya, Robby Andika
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/5vgbpq35

Abstract

This study examines the impact of trust, the quality of merchandise, and various online marketing methods on customer satisfaction of TikTok Shop users in Semarang. Focused on the 18-25 year old Gen Z population who frequently use the TikTok Shop, the study sample consisted of 50 participants. The researchers used survey instruments consisting of Likert-type scales, and then afterward carried out multiple regression analysis with SmartPLS 4.0 software. The results of the study hypothesize that online promotions, merchandise quality, and trust as independent and composite variables will positively influence customer satisfaction. This study enhances existing social commerce and online customer behavior knowledge while providing TikTok Shop owners with tactical suggestions on developing better community-driven marketing, enhancing product quality, and building trust to increase customer loyalty.
ANALISIS KAJIAN SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS PLATFORM E-COMMERCE SHOPEE Lamaindi, Yonatan; Zusrony, Edwin; Andriana, Myra; Manalu, Gibson
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2195

Abstract

The massive use of social media and the support of technology platforms have encouraged the younger generation to make product purchasing intentions on e-commerce. This study aims to determine the influence of Social Media Marketing (SMM) and Customer Engagement (CE) on Brand Awareness (BAW) for products through Shopee e-commerce among the younger generation in Yogyakarta, Indonesia. This study uses a quantitative approach involving 60 respondents aged 18-25 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.4 to test the influence and research hypothesis, to determine the relationship between variables. The research results show that the variables of Social Media Marketing and Customer Engagement have a positive and significant influence partially and simultaneously on Brand Awareness. These findings can be considered by e-commerce managers in communicating and delivering marketing offers online through social media.
ANALISIS PERAN INFLUENCER MARKETING DAN CONTENT MARKETING DALAM MENDORONG KEPUTUSAN KONSUMEN MENGINAP DI HOTEL BINTANG EMPAT Widiastuti, Aprillia Anggun; Zusrony, Edwin; Andriana, Myra; Asti, Pindo
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2196

Abstract

This study aims to investigate the impact of influencer marketing and content marketing on consumer decisions to stay at the four-star Griya Persada Bandungan hotel, Semarang Regency, Central Java. This study uses a quantitative approach involving 60 respondents aged 20-40 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.2. The research findings prove that influencer marketing and content marketing have a positive and significant impact partially on consumer decisions to stay at the four-star Griya Persada hotel. Influencer marketing and content marketing have a simultaneous impact on consumer decisions to stay at the four-star Griya Persada hotel. These findings underscore the importance of influencer marketing and content marketing in increasing consumer decisions to stay at the four-star Griya Persada hotel.
TRANSFORMASI DIGITAL MARKETING DAN BRAND IMAGE DALAM MENINGKATKAN PURCHASE INTENTION: STUDI EMPIRIS PADA KONSUMEN PRODUK KOSMETIK WILAYAH URBAN Burhanudin; Zusrony, Edwin; Sumarlin, Tantik
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2197

Abstract

This study aims to analyze the role of digital marketing and brand image on consumer purchasing interest in cosmetic products in urban areas in Semarang, Central Java. This study uses a quantitative approach involving 60 respondents aged 18-50 years old and selected through a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.2. The research findings prove that digital marketing and brand image have a positive and significant impact partially on consumer purchasing interest in cosmetic products in Semarang. Digital marketing and brand image have a simultaneous impact on consumer purchasing interest in cosmetic products in Semarang. This finding emphasizes the importance of digital marketing and brand image in increasing consumer purchasing interest in cosmetic products in Semarang.
STRATEGI TERPADU: PERAN DIGITAL MARKETING DAN INFLUENCER MARKETING DALAM MENINGKATKAN PURCHASE INTENTION PADA INDUSTRI E-COMMERCE MELALUI ONLINE CUSTOMER REVIEWS Saputri, Faola Dwi; Zusrony, Edwin; Sumarlin, Tantik
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2198

Abstract

This study aims to analyze the influence of digital marketing and influencer marketing on consumer purchasing interest with online customer reviews as a mediating variable on e-commerce products. This study uses a quantitative approach with a survey method and involves 80 respondents from the Gen Z group living in Central Java Province aged 20-28 years and selected using a purposive sampling technique. The data analysis technique uses SEM-PLS and is processed using SmartPLS version 4.1.1.4. The results of the study prove that digital marketing and influencer marketing have a positive and significant impact on consumer purchasing interest in e-commerce products. Online customer reviews have a positive impact on purchasing interest and mediate the influence of digital marketing and influencer marketing on purchasing interest in e-commerce products. This finding confirms the importance of digital marketing and influencer marketing in increasing consumer purchasing interest in e-commerce products in the Central Java area.
Co-Authors Adi Suryo Ramadhan Adriana, Myra Agus Priyadi Agustinus Budi Santoso Agustinus Budi Santoso Agustinus Budi Santoso Agustinus Santoso Ahmad Ashifuddin Aqham Ahmad Zaenuri Ahmad Zainudin Ahmad Zainudin Ahmad Zainudin Akbar, Muhamat Maulana Andriana, Myra Anwar Rosidi Anzie , Luthfy Purnanta Anzie, Lutfy Purnanta Arianti Waruwu Asri Winanti Madyoningrum Asti , Pindo Asti, Pindo Aurida Mahelvi Ayu Agsya Azzahro Uswatun Nisa Budi Santoso Burhanudin Dendy Kurniawan Dewi Widyaningsih Dewi Widyaningsih Dhea Ayu Cahyaningsih Diah Kusumawati Dini Faradina Djo, Eko Dwi Setiawan Edy Jogatama Purhita Eko Hari Wibowo, Eko Hari Eko Siswanto Endang Kustami Endang Kustami Gibson Manalu Gibson Manalu Greget Widhiati Hardi Utomo Hargyatni, Titin Haryo Kusumo Hendriyani, Ida Heni Susilowati Heru Prastyo Hifa Labiba Afi Huwaida Hindriyanto Dwi Purnomo Ibaneza, Nada Trashtya Ida Hendriyani Imaliya, Tri Imamah, Istihabil Indra Ava Dianta Ivan Permana Ivan Permana Jaelani Jaelani Jaelani Jaelani Jaelani, Jaelani Jarot Dian Susatyono Jentoro Wicaksono Juriyanto Kasih Purwantini Kuncoro, Wreda Kuncoro, Wreda Agung Kustami, Endang Kusumajaya, Robby Andika Kusumaningtyas, Dhevi Dadi Kusumo, Haryo Lamaindi, Yonatan Lutfy Purnanta Anzie Luthfy Purnanta Anzie Luthfy Purnanta Anzie Magriyanti, Arie Atwa Manalu , Gibson Maulan, Puteri Anindya Maulana, Putri Anindya Maya Utami Dewi Maya Utami Dewi, Maya Utami Muflihah, Robingatul Myra Andriana Nada Trashtya Ibaneza Ningrum, Noni Amalia Nita Mardiana Telaumbanua Nur Cahyo, Taufik Galih Nur Rokhman NURCAHYANINGSIH, WIDYA Nurrochman Nurrochman, Nurrochman Nurul Ulfa Pemilia Sulistyowati Permana , Ivan Permana, Ivan Pindo Asti Pindo Asti Purwoko, Edo Indrawan Puteri Anindya Maulan Putri, Ramadhani Oktaviana Reni Veliyanti Roymon Panjaitan S Siswanto Saputri, Faola Dwi Savitri, Sherly Dwi Ditzi Selvy, Mutiara Shekinah, Gabriela Yabestania Sherly Dwi Ditzi Savitri Sinaga, Herty Ramayanti Sindhu Rakasiwi Siswanto, Edy SITI KHOLIFAH Siti Kholifah Siti Kholifah Sri Yulianto Joko Prasetyo Sulistyowati, Pemilia Sumaryanto Sumaryanto, Sumaryanto Suprapti Tantik Sumarlin . Tavika Trirahma Titin Hargyatni Tobing, Wesly Tumbur ML Tri Imaliya Tri Imaliya Veliyanti , Reni Vera Sari Gunawan Wahyu Astuti Wesly Tumbur ML Tobing Wicaksono, Jentoro Widiastuti, Aprillia Anggun Widya Ariyani Yedija Peter Aridia Yuli Fitrianto