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All Journal E-JRM Jurnal Pengabdian Pada Masyarakat Innovative: Journal Of Social Science Research
Rois Arifin
Universitas Islam Malang
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Pengaruh Fashion Lifestyle, Sosial Media Marketing, Dan Variasi Produk Terhadap Minat Beli Produk Thrift Di Kota Malang (Studi Kasus Pada Gen Z Di Kecamatan Lowokwaru) Aditya Wahyudin Harun; Rois Arifin; Kartika Rose Rachmadi
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to examine the influence of fashion lifestyle, social media marketing, and product variation on Generation Z’s purchase intention toward thrift products. A quantitative approach with a survey method was employed, involving 129 respondents selected through purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 31. The results indicate that all variables simultaneously have a positive and significant effect on purchase intention. Partially, fashion lifestyle, social media marketing, and product variation each show a positive and significant influence on purchase intention. These findings suggest that alignment with fashion lifestyle trends, effective social media marketing, and diverse product offerings play an important role in enhancing Generation Z’s purchase intention toward thrift products. This study emphasizes the importance of implementing an integrated marketing strategy to attract young consumers in the sustainable fashion industry. Keywords: Fashion Lifestyle, Social Media Marketing, Product Variation, Purchase Intention.
Pengaruh Event-Based Marketing, Sensory Marketing, Dan User Generated Content Terhadap Loyalitas Merek Jiniso (Studi Pada Pada Mahasiswa Unisma) Oktaviani Laili Rakhmawati; Rois Arifin; Alfian Budi Primanto
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract This study aims to analyze the influence of Event-Based Marketing, Sensory Marketing, and User-Generated Content (UGC) on Jiniso Jeans brand loyalty among students at the Universitas Islam Malang. This study used a quantitative approach with a survey method by distributing questionnaires to 110 respondents selected using a purposive sampling technique. The data analysis technique used was multiple linear regression analysis with the help of SPSS. The results showed that simultaneously, Event-Based Marketing, Sensory Marketing, and User-Generated Content significantly influenced Brand Loyalty. Partially, Event-Based Marketing and Sensory Marketing significantly influenced Brand Loyalty, while User-Generated Content did not. These results indicate that in the context of marketing through TikTok Shop, consumer loyalty is more influenced by event experiences and sensory stimuli than by user-generated content. This research is expected to serve as a reference for companies in designing more effective digital marketing strategies to increase brand loyalty.  Keywords: Event-Based Marketing, Sensory Marketing, User-Generated Content, Brand Loyalty 
Co-Authors Abdul Haris Abdullah Syakur Novianto Aditya Wahyudin Harun Afi Rachmat Slamet Aisyah Ainun Unsiyah Akhmad Fadhili Akmal Rizky Pratama Alfian Budi Primanto Andi Normala Dewi Andi Normaladewi Anisia Damayanti Anissa Firda Nur Rohma Arini Fitria Mustapita Aulia Aufa Diana Ayu Novita Permatasari Basalamah, Muhammad Ridwan Budi Wahono Dwi Indah Kinanti Farida Karimatun Nisa’ Hanis Putri Kurnia Wati Iga Ade Mirela Jeka Sri Vita Sari Kartika Rose Rachmadi Kofifah Indria Novitasari M. Khoirul Anwarudin Broto Suharto M. Tody Arsyianto Maskurin Nur Azizah Mirzatul Ummah Mohammad Rizal Mohammad Tody Arsyianto Muhamad Tody Arsyianto Muhammad Khoirul Anwarodin Brotosuharto Muhammad Rizalul Mukhlis Muhammad Tody Arsyianto Nabilah Qotrunada Nanik Wahyuningtyas Nur Kholis Nuryati Nuryati Oktaviani Laili Rakhmawati Putri Wulan Sari Rahmawati Rahmawati Resa Juniari Restu Millaningtyas Rika Indriyati Rosa Intan Delavia Rully Sabrina Satria Putra Utama Sevty Maya Dewi Fatikhah Widya Rizqi Kusuma Wardhani Winardianto Hadi Susilah Wiwid Prihartono