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Pengaruh Promosi Media Sosial dan Store Atmosphere terhadap Keputusan Pembelian Fikri Faruq Ar Rasyad; Hendrati Dwi Mulyaningsih; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 2 No. 2 (2022): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Abstract. This study aims to determine the application of Social Media Promotion and Store Atmosphere, to determine Purchase Decisions on Carita Kopi consumers and how much influence Social Media Promotion and Store Atmosphere have on Purchase Decisions. This research is a type of descriptive and verification research using quantitative research methods. The data collection technique used in this research is by distributing questionnaires. The sampling technique in this study is using a non-probability sampling technique with a purposive sampling approach. The population in this study is someone who has bought products from Carita Kopi and has followed the Carita Kopi Instagram account with a sample of 100 respondents. Analysis of the data used in this study using analysis, t statistical test and F statistical test. The results of this test show that the Social Media Promotion variable partially has a significant effect on Purchase Decisions, the Store Atmosphere partially has a significant effect on Purchase Decisions, and Social Media Promotion and Store Atmosphere simultaneously have a significant effect on Consumer Purchase Decisions from Carita Kopi. (max. 250 words). Abstrak. Penelitian ini bertujuan untuk mengetahui penerapan Promosi Media Sosial dan Store Atmosphere, untuk mengetahui Keputusan Pembelian pada konsumen Carita Kopi serta seberapa besar pengaruh Promosi Media Sosial dan Store Atmosphereterhadap Keputusan Pembelian. Penelitian ini merupakan jenis penelitian deskriptif dan verifikatif dengan menggunakan metode penelitian kuantitatif. Teknik pengumpulan data yang digunakan dalam penelitian ini yaitu dengan menyebar koesioner. Teknik sampling dalam penelitian ini yaitu menggunakan teknik non probability sampling dengan pendekatan purposive sampling. Populasi dalam penelitian ini merupakan seseorang yang pernah membeli produk dari Carita Kopi dan telah mengikuti akun instagram Carita Kopi dengan sampel 100 responden. Analisis data yang di gunakan dalam penelitian ini yaitu menggunakan analisis , uji statistik t dan uji statistik F. Hasil pengujian ini menunjukan bahwa variabel Promosi Media Sosial secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, Store Atmosphere secara parsial berpengaruh signifikan terhadap Keputusan Pembelian, dan Promosi Media Sosial dan Store Atmosphere secara simultan berpengaruh signifikan terhadap Keputusan Pembelian konsumen dari Carita Kopi.

Pengaruh Audience Involvement dan Customer Satisfaction terhadap Repurchase Intention pada Film Filosofi Kopi 2 : Ben & Jodi Rachman, Wibby; Septiana Ayu Estri Mahani; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10369

Abstract. The popularity of films as an entertainment media with a large market in Indonesia can be considered as a marketing tool. Research related to the influence of films having a positive impact on Repurchase Intention has been carried out partially by two variables, namely Audience Involvement and Customer Satisfaction. This research tries to fill the research gap by examining the influence partially or simultaneously on the Audience Involvement and Customer Satisfaction variables on Repurchase Intention in the film Filosofi Kopi 2: Ben & Jodi. A total of 399 viewers of the film Filosofi Kopi 1 were the research sample determined using the Purposive Sampling technique. The method used in this research is descriptive verification. The analysis technique used is Multiple Linear Regression Analysis with the help of SPSS version 26. The results in this study prove that the Audience Involvement variable partially has a positive and significant influence with an influence contribution of 11%. The Customer Satisfaction variable partially has a positive and significant influence with an influence contribution of 46.4%. The variable Audience Involvement and Customer Satisfaction on Repurchase Intention simultaneously has a positive and significant relationship and influence with a coefficient of determination of contribution value of 50.1%. Therefore, Ho is rejected and Ha is accepted. Abstrak : Popularitas Film sebagai sarana media hiburan dengan market yang besar di Indonesia dapat menjadi pertimbangan sebagai salah satu alat pemasaran. Penelitian terkait pengaruh film memiliki dampak positif terhadap Repurchase intention telah dilakukan secara parsial oleh dua variabel yakni Audience Involvement dan Customer Satisfaction. Penelitian ini mencoba untuk mengisi kesenjangan penelitian dengan memeriksa pengaruh tersebut secara parsial maupun simultan pada variabel Audience Involvement dan Customer Satisfaction terhadap Repurchase Intention pada film Filosofi Kopi 2: Ben & Jodi. Sebanyak 399 penonton film Filosofi Kopi 1 sebagai sample penelitian yang ditentukan dengan teknik Purposive Sampling. Metode yang digunakan dalam penelitian ini adalah deskriptif verifikatif. Teknik analisis yang digunakan adalah Analisis Regresi Linear Berganda dengan bantuan SPSS versi 26. Hasil dalam penelitian ini membuktikkan bahwa Variabel Audience Involvement secara parsial terdapat pengaruh positif dan signifikan dengan kontribusi pengaruh sebesar 11%. variabel Customer satisfaction secara parsial terdapat pengaruh positif dan signifikan dengan kontribusi pengaruh sebesar 46.4%. Variabel audience involvement dengan customer satisfaction terhadap repurchase intention secara simultan terdapat hubungan dan pengaruh yang bertanda positif dan signifikan dengan koefisien deteminasi nilai kontribusi sebesar 50.1%. Oleh karena itu, Ho ditolak dan Ha diterima.

Pengaruh Brand Ambassador dan Perilaku Konsumtif terhadap Keputusan Pembelian Wulan Rivanda Early; Dede R. Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10793

Abstract. The phenomenon of idolizing South Korean boy bands and girl groups, especially focusing on the influence of Brand Ambassadors and Army consumptive behavior on purchasing decisions on Tokopedia e-commerce. South Korea, with its global K-pop culture (hallyu or Korean wave), offers entertainment products that are in high demand, especially Korean pop music or K-pop. However, this phenomenon brings not only positive, but also negative impacts, especially in the form of excessive consumptive behavior. This study aims to understand the role of Brand Ambassadors and Army consumptive behavior on Tokopedia, as well as analyze the impact on Army purchasing decisions. The study covers the influence of BTS's celebrity endorsers on Army purchasing decisions, with factors such as willingness to collect, ease of internet access, free shipping, and discount vouchers. The research method used is a survey with quantitative data collection using an online questionnaire. This study used statistical analysis, especially regression, with SPSS program tool version 25. Validity and reliability tests are carried out to ensure the quality of research instruments. Classical assumptions such as normality, multicollinearity, and heteroscedasticity are tested to validate the data. The results of the analysis show that BTS's Brand Ambassadors have a significant influence on ARMY's purchase decisions. Abstrak. Fenomena mengidolakan boyband dan girlband asal Korea Selatan, terutama fokus pada pengaruh Brand Ambassador dan perilaku konsumtif ARMY terhadap keputusan pembelian di e-commerce Tokopedia. Korea Selatan, dengan budaya K-pop yang mencapai tingkat global hallyu atau Korean wave, menawarkan produk hiburan yang sangat diminati, khususnya musik pop Korea atau K-pop. Namun, fenomena ini tidak hanya membawa dampak positif, tetapi juga negatif, terutama dalam bentuk perilaku konsumtif yang berlebihan. Penelitian ini bertujuan untuk memahami peran Brand Ambassador dan perilaku konsumtif ARMY pada Tokopedia, serta menganalisis dampaknya terhadap keputusan pembelian ARMY. Studi ini mencakup pengaruh Brand Ambassador BTS terhadap keputusan pembelian ARMY, dengan faktor-faktor seperti keinginan mengoleksi, kemudahan akses internet, pengiriman gratis, dan voucher diskon. Metode penelitian yang digunakan adalah survei dengan pengumpulan data kuantitatif menggunakan kuesioner melalui gform . Penelitian ini menggunakan analisis statistik, khususnya regresi, dengan alat bantu program SPSS versi 25. Uji validitas dan reliabilitas dilakukan untuk memastikan kualitas instrumen penelitian. Asumsi klasik seperti normalitas, multikolinearitas, dan heteroskedastisitas diuji untuk memvalidasi data. Hasil analisis menunjukkan bahwa Brand Ambassador BTS memiliki pengaruh yang signifikan terhadap keputusan pembelian ARMY.

Pengaruh Celebrity Endorser, Content Marketing dan Product Quality terhadap Purchase Intention Aldi Gunawan; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.10858

Abstract. This research aims to find out Celebrity Endorser, Content Marketing and Product Quality for Scarlett Whitening via Tiktok social media and to find out respondents responses regarding Celebrity Endorser, Content Marketing and Product Quality for Scarlett Whitening towards Scarlett Whitening's Purchase Intention via Tiktok social media. This type of research uses descriptive and verification methods using a quantitative approach by operating calculations using the IBM SPSS 26 program and sampling techniques using nonprobability sampling, precisely using purposive sampling. Then a sample of 250 respondents was obtained who met the criteria for having purchased Scarlett Whitening products and used the Tiktok application. The data analysis method in this research uses multiple linear regression analysis with the aim of finding out the direction of the relationship between the Celebrity Endorser ( ), Content Marketing ( ) and Product Quality ( ) with the Purchase Intention (Y). Thus, the results of this research show that Celebrity Endorser partially has no significant effect on Purchase Intention. Apart from that, Content Marketing partially has a significant effect on Purchase Intention. Then Product Quality partially has a significant effect on Purchase Intention. As well as the variables Celebrity Endorser, Content Marketing and Product Quality simultaneously have a significant effect on Scarlett Whitening's Purchase Intention via Tiktok social media. Abstrak. Penelitian ini bertujuan untuk mengetahui Celebrity Endorser, Content Marketing dan Product Quality pada Scarlett Whitening melalui media sosial Tiktok dan untuk mengetahui tanggapan responden mengenai Celebrity Endorser, Content Marketing dan Product Quality pada Scarlett Whitening terhadap Purchase Intention Scarlett Whitening melalui media sosial Tiktok. Jenis penelitian ini menggunakan metode deskripstif dan verifikatif dengan menggunakan pendekatan kuantitatif dengan mengoperasikan perhitungan menggunakan program IBM SPSS 26 dan teknik penarikan sampel menggunakan nonprobability sampling tepatnya menggunakan purposive sampling. Kemudian didapat sampel sebanyak 250 responden yang telah memenuhi kriteria pernah melakukan pembelian produk Scarlett Whitening dan menggunakan aplikasi Tiktok. Metode analisis data dalam penelitian ini menggunakan analisis regresi linear berganda dengan tujuan untuk mengetahui arah hubungan antara variabel Celebrity Endorser ( ), Content Marketing ( ) dan Product Quality ( ) dengan variabel Purchase Intention (Y). Dengan demikian didapatkan hasil dari penelitian ini bahwa Celebrity Endorser secara parsial tidak berpengaruh signifikan terhadap Purchase Intention. Selain itu Content Marketing secara parsial berpengaruh signifikan terhadap Purchase Intention. Kemudian Product Quality secara parsial berpengaruh signifikan terhadap Purchase Intention. Serta variabel Celebrity Endorser, Content Marketing dan Product Quality secara simultan berpengaruh signifikan terhadap Purchase Intention Scarlett Whitening melalui media sosial Tiktok.

Evaluasi dan Strategi Pengembangan Bisnis “Cokelat Pena” Vira Setya Puspa Anggreani; Mochamad Malik Akbar Rohandi; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 1 (2024): Bandung Conference Series Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i1.11182

Abstract. Culinary as part of the creative industry is currently emerging in many big cities. The culinary beverage business that is growing rapidly in Indonesia is processed chocolate. Cokelat Pena has also made innovations regarding processed chocolate drinks which prioritize its beneficial aspects for society. So it becomes an instant and brewed drink that is efficacious and has many benefits, which combines herbal plants such as vetiver (Vetiveria Zizanoides) and cinnamon (Cinnamomum Verum) for health in it and is known as herbal chocolate "Cokelat Pena". The fierce competition means that Cokelat Pena needs to redefine its business development strategy by reviewing various aspects. This report presents the results of the "Cokelat Pena" business project which aims to improve business management through various business analyzes and strategies such as Market and Competitor Analysis, SWOT Matrix, Five Forces, and Balanced Score Card, and Boston Consulting Group Matrix. Business performance evaluations and financial metrics measurements have also been carried out to measure the success of business model implementation and identify areas that require improvement in the future. Keywords: Cokelat Pena, Business Evaluation, Business Development Abstrak. Kuliner sebagai bagian industri kreatif saat ini banyak bermunculan di kota – kota besar. Bisnis kuliner minuman yang marak berkembang di Indonesia adalah olahan Cokelat. Cokelat Pena pun melakukan inovasi, terhadap minuman olahan Cokelat yang mengutamakan aspek kebermanfaatannya bagi masyarakat. Sehingga menjadi minuman instan dan seduh berkhasiat serta banyak manfaat, yang dimana mengkolaborasikan tumbuhan herbal seperti akar wangi (Vetiveria Zizanoides) dan kayu manis (Cinnamomum Verum) untuk kesehatan didalamnya dan dikenal dengan cokelat herbal “Cokelat Pena”. Sengitnya persaingan membuat Cokelat Pena perlu meredefinisi strategi pengembangan bisnis dengan meninjau berbagai aspek. Laporan ini menyajikan hasil dari proyek bisnis "Cokelat Pena" yang bertujuan untuk meningkatkan pengelolaan bisnis melalui berbagai analisis dan strategi bisnis seperti Analisis Pasar dan Kompetitor, SWOT Matrix, Five Forces, dan Balanced Score Card, dan Boston Consulting Group Matrix. Evaluasi kinerja bisnis dan pengukuran metrik keuangan juga telah dilakukan untuk mengukur keberhasilan implementasi model bisnis dan mengidentifikasi area yang memerlukan perbaikan di masa depan. Kata Kunci: Cokelat Pena, Evaluasi Bisnis, Pengembangan Bisnis

Pengaruh Harga dan Store Atmosphere terhadap Keputusan Pembelian Dwi Rama Oktafian; Dede R.Oktini; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.13273

Abstract -The development of restaurants, cafes, restaurants, etc. has led to fierce competition in the culinary industry. This is supported by a survey by TOFFIN, which revealed that the number of coffee shops in Indonesia reached 2,950 stores in August 2022. In this case, there are 1,011 cafes in the city of Bandung (bps.go.id, 2022). One of the cafes in the city of Bandung is L'amore Kopi. The purpose of this study is to find out how prices, store atmosphere and purchasing decisions are expressed at L'amore Coffee Bandung. And how the price and atmosphere of the store affect the purchase decision. The research methodology used is quantitative with descriptive and verification survey types. The sampling technique in this study uses non-probability sampling, namely purposive sampling. The population of this study consisted of consumers who had purchased from L'amore Coffee Bandung and the sample was 99 people.The data analysis used in this study is a descriptive verification analysis with multiple regression, f-test, t-test and determination coefficient used in this study. The findings show that price and store atmosphere partially have a significant effect on purchasing decisions. Then, simultaneously price and store atmosphere have a significant effect on purchase decisions. Business growth in Indonesia is very rapid, especially in the food and beverage sector, with the gross domestic product (GDP) in the second quarter of 2023 reaching 209. 51 trillion rupiah, 4.62% higher than 200 years ago. 3 trillion rupiah (Central Statistics Agency) (2021-2023). Abstrak - Perkembangan restoran, kafe, restoran, dll. telah menyebabkan persaingan yang ketat diindustri kuliner. Hal ini didukung oleh survei oleh TOFFIN, yang mengungkapkan bahwa jumlah kopi toko di Indonesia mencapai 2.950 toko pada Agustus 2022. Dalam hal ini, terdapat 1.011 kafe di Kota Bandung (bps.go.id, 2022).Salah satu kafe di Kota Bandung adalah L'amore Kopi. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana harga, suasana toko dan pembelian keputusan diungkapkan di L'amore Coffee Bandung. Dan bagaimana harga dan suasana toko memengaruhi keputusan pembelian. Metodologi penelitian yang digunakan adalah kuantitatif dengan jenis survei deskriptif dan verifikasi. Teknik pengambilan sampel dalam penelitian ini menggunakan non-probability sampling yaitu purposive sampling. Populasi penelitian ini terdiri dari konsumen yang telah membeli dari L'amore Coffee Bandung dan Sampelnya adalah 99 orang. Analisis data yang digunakan dalam penelitian ini adalah analisis verifikasi deskriptif dengan regresi berganda, uji-f, uji-t dan koefisien determinasi yang digunakan dalam penelitian ini. Temuan menunjukkan bahwa harga dan store atmosphere secara parsial berpengaruh signifikan terhadap keputusan pembelian. Lalu, secara simultan harga dan store atmosphere berpengaruh signifikan terhadap keputusan pembelian.Pertumbuhan bisnis di Indonesia sangat pesat, terutama di sektor makanan dan minuman, dengan Produk domestik bruto (PDB) pada triwulan II-2023 mencapai 209. 51 triliun rupiah, 4.62% lebih tinggi dari 200 tahun lalu. 3 triliun rupiah (Badan Pusat Statistik) (2021-2023).

Pengaruh Kualitas Produk, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Pelanggan Muhammad Dzikry Ilhami; Hendrati Dwi Mulyaningsih; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14185

Abstract: This research is related to how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin. The aim of this research is to find out how product quality, service quality and store atmosphere influence customer satisfaction at Katsuin, both partially and simultaneously. The method used is a quantitative method, with data collection techniques using questionnaires. The subjects or samples used in this research were 241 respondents. The sampling technique is purposive sampling. Data processing in this research uses SPSS version 26. The results of this research show that Product Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.000, while Service Quality has a partial and significant influence on Customer Satisfaction with a t test of 0.008, then Store Atmosphere has a partial and significant influence on Satisfaction Customers with a t test value of 0.000. And Product Quality, Service Quality and Store Atmosphere on Customer Satisfaction have a simultaneous and significant influence with an f test value of 0.000. It is hoped that future researchers will research issues that can have an influence on customer satisfaction in addition to the variables already studied. Abstrak: Penelitian ini terkait dengan bagaimana pengaruh Kualitas Produk, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Pelanggan pada Katsuin, tujuan dari penelitian ini adalah untuk mengatahui bagaimana pengaruh Kualitas Produk, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Pelanggan pada Katsuin baik secara parsial maupun simultan. Metode yang digunakan adalah metode kuantitatif, dengan teknik pengumpulan data menggunakan angket kuesioner. Subjek atau sampel yang digunakan dalam penelitian ini adalah sebesar 241 responden. Teknik pengambilan sampel adalah menggunakan Purposive sampling. Pengolahan data dalam penelitian ini menggunakan SPSS versi 26. Hasil dari penelitian ini memperlihatkan Kualitas Produk berpengaruh secara parsial dan signifikan terhadap Kepuasan Pelanggan dengan uji t sebesar 0,000, Kualitas Pelayanan memiliki pengaruh secara parsial dan signifikan terhadap Kepuasan Pelanggan dengan uji t sebesar 0,008, Store Atmosphere memiliki pengaruh secara parsial dan signifikan terhadap Kepuasan Pelanggan dengan nilai uji t sebesar 0,000. Kualitas Produk, Kualitas Pelayanan dan Store Atmosphere terhadap Kepuasan Pelanggan memiliki pengaruh secara simultan dan signifikan dengan nilai uji f 0,000. Diharapkan untuk peneliti selanjutya agar meneliti yang berkenaan dengan permasalahan yang mampu memberikan pengaruh terhadap kepuasan pelanggan selain variabel yang sudah diteliti.

Evaluasi dan Strategi Pengembangan Bisnis Berbasis Greenpreneurship pada Brand Fashion Tote Bag (Raventive) Kautsar Rafa Nusaibah; Mochamad Malik Akbar Rohandi; Rezi Muhamad Taufik Permana
Bandung Conference Series: Business and Management Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v4i2.14193

Abstract . The existence of digitization in the fashion industry makes people’s interest in the world of fashion continue to grow and develop. The high interest of the community makes business actors continue to produce products without considering the impact, especially on the environment, where this phenomenon is commonly called fast fashion. Raventive is a fashion business brand that prioritizes functional, stylish and environmentally friendly tote bag products. Raventive has a greenpreneurship concept where all production processes, products and packaging used are environmentally friendly. With tight business competition, Raventive needs to increase brand popularity and develop business by reviewing several aspects. Raventive uses the SWOT Analysis method, Porter's Five Forces, Balance Scorecard, Target and Performance, and Boston Consulting Group (BCG) Matrix in evaluating and creating business development strategies. From the results of the evaluation, there are several strategies that Raventive can do to develop products that are divided into the short term, namely being selective in choosing raw materials, increasing marketing and being consistent in financial records. Meanwhile, in the medium term, brands need to increase product innovation, conduct product manufacturing training and look for alternative production partners. Then in the long term, brands need to start opening up jobs, making bag care products and starting to invest in equipment. Abstrak. Adanya digitasisasi pada industri fashion menjadikan minat masyarakat terhadap dunia fashion terus tumbuh dan berkembang. Tingginya minat masyarakat menjadikan para pelaku bisnis terus memproduksi produk tanpa melihat dampak yang ada khususnya pada lingkungan yang dimana fenomena ini biasa disebut dengan fast fashion. Raventive merupakan brand usaha di bidang fashion yang mengutamakan produk tote bag yang functional, stylish dan environmental friendliness. Raventive memiliki konsep greenpreneurship dimana segala proses produksi, produk dan packaging yang dipakai ramah lingkungan. Dengan persaingan bisnis yang ketat, Raventive perlu meningkatkan popularitas brand dan mengembangkan bisnis dengan meninjau beberapa aspek. Raventive menggunakan metode SWOT Analysis, Porter’s Five Forces, Balance Scorecard, Target and Perfomance, dan Boston Consulting Group (BCG) Matrix dalam mengevaluasi dan membuat strategi pengembangan bisnis. Dari hasil evaluasi tersebut terdapat beberapa strategi yang dapat dilakukan Raventive untuk mengembangkan produk yang terbagi dalam jangka pendek yaitu selektif dalam pemilihan bahan baku, meningkatkan pemasaran dan konsisten dalam pencatatan keuangan. Sementara itu dalam jangka menengah brand perlu meningkatkan inovasi produk, melakukan pelatihan pembuatan produk dan mencari alternatif mitra produksi. Kemudian dalam jangka panjang brand perlu mulai membuka lapangan pekerjaan, membuat produk perawatan tas dan mulai berinvestasi dalam peralatan.

The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer Rezi Muhamad Taufik Permana; Eka Tresna Gumelar; Nindya Saraswati
MIMBAR : Jurnal Sosial dan Pembangunan Volume 39, No. 2, (December 2023) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v39i2.2964

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. Purposive sampling was used in sampling in this research where respondent criteria were required to achieve the objectives of this research. Meanwhile, data analysis on this research uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Influencer Marketing and Social Media Marketing, where FoMO has a positive effect on changes in consumer behavior

Enhancing Digital Literacy Through Instructional Videos and Social Media Engagement Rizka Estisia Pratiwi; Mochamad Malik Akbar Rohandi; Rezi Muhamad Taufik Permana; Nadia Meirani
MIMBAR : Jurnal Sosial dan Pembangunan Volume 39, No. 2, (December 2023) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v39i2.2983

Digital literacy is an important factor in supporting the implementation of more optimal learning activities in Early Childhood Education (PAUD), more than that digital literacy can have a good influence on the development of early childhood. The purpose of this research is to provide a further understanding of digital literacy and social media interactions in the PAUD Education environment. As well as providing complete counseling on techniques and materials for making interactive learning videos. This service program uses participatory techniques through mentoring and training methods with comprehensive teaching media based on learning videos to meet learning needs in PAUD. Teachers will be given training on various digital applications that can support learning. Teachers and parents will have the ability to make teaching videos for students and children, which will indirectly direct them to become content creators in the field of education.

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