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All Journal Attractive : Innovative Education Journal Journal of Management and Entrepreneurship Research International Journal of Marketing and Human Resource Research Jurnal Pengabdian Multidisiplin
Budhi Haryanto
Universitas Sebelas Maret, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Public Health Social Sciences Other

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Conceptual Study of Selfie As a New Tool for Brand Marketing Endang Hariningsih; Budhi Haryanto
International Journal of Marketing & Human Resource Research Vol. 3 No. 3 (2022)
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v3i3.756

Abstract

This paper aims to propose a proposition of selfie effectiveness from influencers that impact the attitude and buying intentions. The method is to review of several articles reveals the phenomenon of selfie marketing and the science of exercise to develop a proposition about the effectiveness of selfies concerning forming positive attitudes and purchasing intentions of a brand. The study produced a conceptual framework based on Stimuli-Organism-Response (SOR) as the basis for the development of propositions that explain the relationship between selfie charm and self-congruence, attitudes toward influencers, and attitudes toward brands and purchasing intentions with social interaction as moderation variables of the relationship between those variables. This paper describes selfies taken by non-celebrities as influencers. The implication of this study is an alternative model that conceptualizes selfie charm and social interaction as two variables that influence the process of forming a brand's buying attitudes and intentions, which marketers need to consider in creating marketing strategies. The phenomenon of selfies that occur today has given rise to a new stimulus, namely the charm of selfies and netizen comments that affect consumer activity in the purchase of a brand.
Streamer Attributes and Impulsive Buying Behavior: The Mediating Role of Customer Engagement in TikTok Shop Live Streaming Commerce Hendri Triyanto; Budhi Haryanto
Attractive : Innovative Education Journal Vol. 8 No. 2 (2026): Attractive : Innovative Education Journal
Publisher : CV. Creative Tugu Pena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51278/aj.v8i2.2603

Abstract

The development of live streaming commerce has changed the way consumers interact with digital platforms and make online purchasing decisions. Platforms like TikTok, through their TikTok Shop feature, combine entertainment, social interaction, and real-time product promotions, which can encourage impulsive buying behavior. However, not all viewers who watch live streaming sessions make purchases, so it is important to understand the psychological mechanisms that influence consumer engagement and purchasing decisions in this context. This study aims to analyze the influence of streamer attributes, including positive emotion, streamer credibility, and streamer interaction quality, on impulsive buying behavior through customer engagement as a mediating variable. This research framework is based on Stimulus–Organism–Response Theory, which explains that environmental stimuli can influence an individual's psychological state before producing a specific behavioral response. This study uses a quantitative approach with data collection through a survey of 390 respondents who have experience watching live streaming commerce on TikTok Shop. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The results show that positive emotion, streamer credibility, and streamer interaction quality have a positive and significant effect on customer engagement. Furthermore, customer engagement was shown to have a significant positive influence on impulsive buying behavior and acted as a mediating variable in the relationship between streamer attributes and impulsive buying behavior. These findings suggest that consumer engagement is a crucial psychological mechanism linking live streaming experiences to spontaneous purchasing decisions in live streaming commerce environments.
Analyzing the Effect of Celebrity Endorsement on Purchase Intention: The Role of Attitude toward the Brand and Brand Congruity Budhi Haryanto; Nuning Kristiani; Ahmad Ikhwan Setiawan; Amina Sukma Dewi; Siti Khoiriyah; Haryanto Haryanto
Journal of Management and Entrepreneurship Research Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.12.06.4-82

Abstract

The Influence of Environmental Awareness, Environmental Attitudes, and Perceptions of Green Marketing on Consumer Trust in Environmentally Friendly Products in Modern Retail Andreas Ari Sukoco; Cheryl Marlitta Stefia; Budhi Haryanto; Rohwiyati Rohwiyati; Rakotoarisoa Maminirina Fenitra
Journal of Management and Entrepreneurship Research Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.12.06.4-78

Abstract

Objective: This study aims to analyze the effects of environmental awareness, environmental attitude, and perceptions of green marketing on consumer trust in eco-friendly products in modern retail. Research Design & Methods: The research employs a quantitative survey design with a purposive random sampling technique, yielding 100 respondents. Data were collected using a questionnaire and analyzed using multiple linear regression in SPSS. Findings: The results show that environmental awareness, environmental attitude, and perceptions of green marketing have positive and significant effects on consumer trust. Implications & Recommendations: Practically, modern retailers need to strengthen the credibility of their green communications (credible certifications/labels, traceability evidence) and enhance consumer education so that sustainability claims are understood and trusted. Contribution & Value Added: The novelty of this study lies in integrating VBN and Signaling Theory within a single model to explain the formation of green trust in Indonesia’s modern retail context. The findings further reinforce the proposition that building green trust requires a combination of consumers’ awareness and positive attitudes together with credible and consistent green marketing signals. The synergy of these factors is crucial for encouraging the adoption of eco-friendly products in modern retail.
Memviralkan Potensi Desa Melalui Website: Upaya membangun Sosial Budaya dan Ekonomi Desa Bagor, Sragen Ahmad Ikhwan Setiawan; Amina Sukma Dewi; Budhi Haryanto; Siti Khoiriyah; Haryanto Haryanto
Jurnal Pengabdian Multidisiplin Vol. 4 No. 3 (2024): Jurnal Pengabdian Multidisiplin
Publisher : Kuras Institute & Scidac Plus

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Abstract

Sebagai respon pentingnya pemasaran digital, berbagai potensi sumber daya Desa Bagor Kecamatan Miri, Kabupaten Sragen perlu dipromosikan melalui website. Oleh karena itu pembuatan website untuk Desa Bagor dilakukan oleh tim pengabdian masyarakat yang bernaung di bawah koordinasi Riset Group Pemasaran Keperilakuan, Fakultas Ekonomi dan Bisnis, Univesitas Sebelas Maret, Surakarta. Pembuatan website melalui tahapan PDCA (Plan, DO, Check, Action) sehingga diperoleh website desa wisata yang lengkap tapi ringkas dan informatif. Website desa Bagor yang diberi nama dewijaguar.com ini diharapkan mampu menjadi media komunikasi dan promosi sekaligus menarik perhatian investor lokal dan regional untuk memberikan kontribusi bagi pengembangan sosial, budaya dan ekonomi di Desa Bagor
Co-Authors Ahmad Ikhwan Setiawan Amina Sukma Dewi Andreas Ari Sukoco Cheryl Marlitta Stefia Endang Hariningsih Haryanto Haryanto Hendri Triyanto Nuning Kristiani, Nuning Rakotoarisoa Maminirina Fenitra Rohwiyati Rohwiyati Siti Khoiriyah