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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 Bima Journal : Business, Management and Accounting Journal 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 Ilmiah Manajemen dan Akuntansi Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Informatika Dan Tekonologi Komputer Jurnal Manajemen, Bisnis dan Kewirausahaan Journal of Management Economics and Financial Accounting Jurnal Publikasi Ilmu Komputer dan Multimedia
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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Analisis Dampak Online Customer Review, Product Quality, dan Promotion Terhadap Keputusan Pembelian Pada Marketplace Shopee di Kalangan Mahasiswa Nazilatul Khoiriyah; Edwin Zusrony; Sabtarini Kusumaningsih; Daniel Adi Setya Rahardjo
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19741

Abstract

Penelitian yang dilakukan memiliki tujuan untuk mengetahui dampak online customer review, product quality, dan promotion terhadap keputusan pembelian di marketplace Shopee. Riset memakai pendekatan kuantitatif dengan metode survei dengan data primer sebagai sumber data. Pengumpulan data primer melalui kuesioner dengan penilaian parameter memakai skala likert 1-5. Teknik sampling memakai purposive sampling dengan target responden 60 orang mahasiswa Gen Z wilayah kota Salatiga yang aktif berbelanja di marketplace Shopee. Teknik analisis data menggunakan regresi linier berganda serta diolah datanya menggunakan aplikasi SmartPLS 4.1.1.2. Hasil penelitian menunjukkan bahwa variabel online customer review dan promotion memiliki pengaruh positif dan signifikan, baik secara uji parsial dan uji simultan terhadap keputusan pembelian di marketplace Shopee, hanya variabel product quality yang tidak berdampak signifikan. Hasil ini memperkuat temuan terkait peran vital online customer review, product quality, dan promotion dalam membangun kepercayaan konsumen serta memengaruhi keputusan pembelian produk marketplace.
THE ROLE OF GREEN TRUST IN MEDIATING THE RELATIONSHIP BETWEEN GREEN PERCEIVED VALUE AND GREEN PURCHASE INTENTION OF E-COMMERCE BEAUTY PRODUCTS Wulan Nur Wijayanti; Edwin Zusrony; Pindo Asti; Gibson Manalu
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19745

Abstract

This study investigates the impact of Green Perceived Value on Green Purchase Intention mediated by Green Trust among Generation Z consumers aged 18-25 living in Semarang Regency who purchase skincare on e-commerce platforms. The sampling technique used a purposive sampling method and obtained 70 respondents. This study used a quantitative study using SEM-PLS. The data collection technique used a questionnaire and was measured using a Likert scale of 1-5. Based on the results of the quantitative investigation of Structural Equation Modeling (SEM), the response results showed a significant positive relationship between Green Perceived Value activities on Green Purchase Intention. Furthermore, the Green Trust variable was able to mediate the influence of Green Perceived Value on Green Purchase Intention. In addition, Green Trust was found to have a positive impact on Green Purchase Intention. These findings emphasize the importance of the Green Perceived Value strategy in encouraging Green Purchase Intention, and skincare companies can focus more on increasing Green Perceived Value and Green Trust to encourage Green Purchase Intention.
Green Marketing and Service Quality as Determinants of Consumer Loyalty in Coffee Shop Businesses in Semarang Abdullah; Edwin Zusrony; Myra Andriana; Wesly Tumbur ML Tobing
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19994

Abstract

The purpose of this study is to evaluate the relationship between green marketing and service quality regarding consumer loyalty. This study uses a quantitative method approach. In this study the primary data is used and disseminated directly to the respondents using a Likert scale of 1 to 5 points. The research population is all consumers who have made purchases at 5 coffee shops with the age range of 18-35 and live in the City of Semarang. The sampling used is non-random sampling utilizing purposeful sampling approach. The total number of participants is 70 respondents. The data analysis approach used is the multiple linear regression method and the study data processing used is SmartPLS 4.1.1.8 software. The results of the study indicate that service quality has a positive and significant effect on consumer loyalty and green marketing has no significant direct effect. However, concurrently these variables have a favorable and significant effect on consumer loyalty of coffee shop business in Semarang. The benefits of this study for coffee shop enterprises include as a consideration in building effective marketing strategies, especially through the improvement of service quality and optimization of green marketing in an effort to increase client loyalty.
The Role Of Influencer Marketing and Brand Image In Forming Skincare Product Purchase Decisions: A Literature Review Study Ana Nur Aeini; Edwin Zusrony; Putri Pratiwi
Journal of Management Economics and Financial Accounting Vol. 1 No. 2 (2025): December : Journal of Management Economics and Financial Accounting (JOMEFA)
Publisher : Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/jdmfwr33

Abstract

This research is motivated by the increasing use of social media as a source of consumer information in selecting skincare products. Increasingly fierce competition among skincare brands means that companies cannot rely solely on product quality but also need to build credible digital marketing communications and a strong brand image. This study aims to examine the role of influencer marketing and brand image in shaping skincare product purchasing decisions based on previous research. The method used is a literature review study with a descriptive qualitative approach. The research data comes from eleven national scientific articles relevant to the topics of influencer marketing, brand image, purchase intention, and skincare or cosmetic product purchasing decisions. The articles were analyzed through the stages of identification, selection, content evaluation, grouping of findings, and narrative synthesis. The results of the study indicate that influencer marketing plays a role in attracting attention, building trust, and strengthening consumer purchasing interest through credibility, image congruence, and influencer closeness to the audience. Meanwhile, brand image serves as the basis for consumer confidence in the quality, safety, and reputation of the brand. This study also found that brand trust, online customer reviews, brand awareness, and electronic word of mouth are supporting variables that strengthen purchasing decisions. Thus, influencer marketing and brand image do not work separately, but complement each other in the process of forming skincare product purchasing decisions.
The Effect of Social Media Marketing on Purchasing Decisions of E-commerce Products Through the Role of Brand Awareness in Gen Z Users Hifa Labiba Afi Huwaida; Edwin Zusrony; Robby Andika Kusumajaya
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.17417

Abstract

The use of social media enables instantaneous communication and interaction between brands and consumers. This research employs a quantitative approach. The study aims to analyse the effects of social media marketing and brand awareness on the purchase decision of Generation Z towards e-commerce products. A total of 90 respondents belonging to Generation Z and residing in Semarang Regency were selected for the study through purposive sampling. The data was collected using a questionnaire constructed with Likert scale parameters. The SEM-PLS approach was utilised for data analysis, using SmartPLS version 4.1.1.2 for data processing. The SEM-PLS approach comprises two stages: evaluating the outer model and the inner model. The findings of the research confirmed that social media marketing and brand awareness positively impact purchasing decisions. The brand awareness variable does not appear to mitigate the impact of social media marketing on purchasing decisions. It is recommended that e-commerce companies pay better attention to social media marketing strategies and brand awareness to remain competitive in the industry.
Determinants of Digital Payment Adoption Among The Millennial Generation in Semarang City Tavika Trirahma; Edwin Zusrony; Myra Andriana
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.17420

Abstract

This study investigates the impact of perceived ease, perceived security, and social influence on the acceptance of digital payments among millennials. This research use quantitative methodologies. The study employs primary data collected through online surveys with a Likert scale ranging from 1 to 5 points. The study population comprises all millennials residing in Semarang. The sample strategy employs non-random sampling via a purposeful sampling method. The overall number of participants is 80 millennials aged 28 to 40 years. The data analysis method employs multiple linear regression, and the data is processed with the SmartPLS 4.1.1.2 program. This study illustrates that both perceived simplicity and perceived security considerably and favorably affect the uptake of digital payments. Social influence is a factor that does not substantially impact the adoption of digital payments. This research provides benefits for the millennial generation in decision-making concerning the use of digital payment applications, shaped by many exogenous variables affecting endogenous variables.
The Influence of Price Perception, Product Quality, and Service Quality on Purchase Decision at “Bang Ben” Home Steak in Salatiga Wahyu Astuti; Robby Andika Kusumajaya; Edwin Zusrony
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 4 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i4.18403

Abstract

This study aims to study the influence of price perception, product quality, and service quality on purchasing decisions at “Bang Ben” Home Steak Salatiga. This study uses an associative quantitative research methodology. The subjects of this study were customers of “Bang Ben” Home Steak Salatiga, using a purposive sampling method of 100 respondents. Data were collected using a questionnaire method analyzed with a Likert scale of 1-5. Quantitative analysis was carried out using multiple linear regression analysis and analyzed using the SPSS version 30 application. The results of this study indicate that price perception, product quality, and service quality partially influence purchasing decisions at “Bang Ben” Home Steak Salatiga. The three independent variables have a simultaneous influence on purchasing decisions.
Analisis Kajian Fear of Missing Out (FoMO) dan Sales Promotion Terhadap Impulse Buying Produk Fast-Moving Consumer Goods (FMCG) Charlotte; Edwin Zusrony; Endang Kustami; Dhevi Dadi Kusumaningtyas
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i2.19601

Abstract

The study aims to determine the influence of FoMO (FoMo) and sales promotions on purchasing decisions for Mie Gacoan. The population in this study was all consumers who have purchased Fast-Moving Consumer Goods (FMCG) products in Semarang Regency. The sampling technique used non-random sampling with a purposive sampling method with 60 respondents. In data collection, a questionnaire was used with an assessment parameter instrument using a Likert scale of 1-5 and was tested for validity and reliability. In data analysis, a multiple linear regression technique was used and the data was processed with the SmartPLS application version 4.1.1.4. The results of this study in partial and simultaneous tests illustrate that the impact of FoMO and sales promotions significantly and positively influences purchasing decisions for FMCG products. This research is expected to be useful for potential consumers and become a basis for purchasing decisions on FMCG products that are formed by many independent variables that influence the dependent variable.
ANALYSIS OF FINANCIAL LITERACY AND DIGITAL LITERACY STUDIES ON BUSINESS SUSTAINABILITY IN FOOD MSMES: THE ROLE OF DIGITAL PAYMENT MEDIATION Fania Agustina; Edwin Zusrony; Ratnaningrum; Titik Rianawati; Olivia Rahmala Ihwan
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 2 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i3.19746

Abstract

This study aims to clarify whether Digital Payment mediates the relationship between financial literacy and digital literacy on business sustainability. This study discusses the study of financial literacy and digital literacy in MSMEs. This study used a quantitative method involving a sample of 50 food retail MSMEs in Semarang Regency, Central Java Province. The sampling technique used a purposive sampling method and was assessed using a questionnaire instrument with a 1-5 Likert scale. The results show that digital literacy has a significant influence on digital payment. The digital payment variable also has a significant influence on business sustainability. Furthermore, the financial literacy variable has a significant influence on business sustainability. Meanwhile, the financial literacy variable does not have a significant influence on digital payment. Meanwhile, this study also revealed that the digital payment variable does not mediate the relationship between financial literacy and digital literacy on business sustainability. The results of this research are expected to provide a comprehensive picture for MSMEs regarding the impact of financial literacy and digital literacy on business sustainability mediated by digital payment.
PRICE DYNAMICS AND PRODUCT QUALITY IN FORMING PERFUME PURCHASE DECISIONS: A LITERATURE REVIEW STUDY Willy Rapel Apentri Sitohang; Edwin Zusrony; Sri Murtini
Jurnal Ilmiah Manajemen dan Akuntansi Vol. 3 No. 4 (2026): Juli : Jurnal Ilmiah Manajemen dan Akuntansi
Publisher : CV. Denasya Smart Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69714/wz3smn45

Abstract

The rapid development of the perfume industry in Indonesia and the increasing competition between brands in luring consumers become the motivation of this study. In this respect, price and product quality are major variables in purchase decisions. This study attempts to evaluate the dynamics of price and product quality in determining the decision to buy perfume. The research used literature review method with descriptive qualitative methodology. The data were secondary data acquired from eleven relevant scientific journals, published in the 2023–2026 period. Data analysis consisted of identifying, selecting, appraising and synthesising prior study findings. The results show that the most dominant factor affecting the perfume purchasing decision is product quality, in particular through scent, durability, packaging, and product safety. Price is also a consideration in purchasing decisions as buyers weigh the benefits they will receive against the expenditures they will incur. Furthermore the supporting variables such as brand image, electronic word of mouth and online customer feedback, enhance the consumer choice making process. Therefore, product quality and pricing are the major criteria that influence the decision to buy perfume.
Co-Authors Abdullah 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 Ana Nur Aeini Andik Prakasa Hadi 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 Bayu Anggoro Tirta Kencana Budi Santoso Burhanudin Charlotte Daniel Adi Setya Rahardjo Dendy Kurniawan Dewi Widyaningsih Dewi Widyaningsih Dhea Ayu Cahyaningsih Diah Kusumawati Dian Amanda Putri Dini Faradina Dwi Setiawan Edy Jogatama Purhita Efi Sovia Rahma Putri Eko Hari Wibowo, Eko Hari Eko Siswanto Endang Kustami Endang Kustami Fania Agustina Gabriela Yabestania Shekinah 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 Mutiara Selvy Myra Andriana Nada Trashtya Ibaneza Nazilatul Khoiriyah Nita Mardiana Telaumbanua Noni Amalia Ningrum Nur Cahyo, Taufik Galih Nur Rokhman NURCAHYANINGSIH, WIDYA Nurrochman Nurrochman, Nurrochman Nurul Ulfa Olivia Rahmala Ihwan Pemilia Sulistyowati Permana , Ivan Permana, Ivan Pindo Asti Pindo Asti Purwoko, Edo Indrawan Puteri Anindya Maulan Putri Pratiwi Putri, Ramadhani Oktaviana Ratnaningrum Reni Veliyanti Rimba Sudarmadi Roymon Panjaitan S Siswanto Sabtarini Kusumaningsih Saputri, Faola Dwi Savitri, Sherly Dwi Ditzi Sherly Dwi Ditzi Savitri Sinaga, Herty Ramayanti Sindhu Rakasiwi Siswanto, Edy Siti Kholifah Siti Kholifah SITI KHOLIFAH Sri Murtini Sri Yulianto Joko Prasetyo Sulistyowati, Pemilia Sumaryanto Sumaryanto, Sumaryanto Suprapti Tantik Sumarlin . Tanzila Azizah Rahmi Tavika Trirahma Titik Rianawati Titin Hargyatni Tri Imaliya Tri Imaliya Veliyanti , Reni Vera Sari Gunawan Wahyu Astuti Wesly Tumbur ML Tobing Wicaksono, Jentoro Widiastuti, Aprillia Anggun Widya Ariyani Willy Rapel Apentri Sitohang Wulan Nur Wijayanti Yedija Peter Aridia Yuli Fitrianto