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All Journal PROSIDING SEMINAR NASIONAL Jurnal Ilmu Sosial dan Humaniora Journal of Indonesian Economy and Business Jurnal EMT KITA Journal on Education Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship JURNAL LENTERA BISNIS Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Ilmiah Edunomika (JIE) Jurnal Informasi dan Teknologi Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Scientia International Journal of Business, Law, and Education Jurnal Ekonomi Indo-MathEdu Intellectuals Journal JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Minfo Polgan (JMP) Journal Of Human And Education (JAHE) Jurnal Masyarakat Indonesia Jurnal Teknologi dan Manajemen Industri Terapan Jurnal Sistim Informasi dan Teknologi Gemilang: Jurnal Manajemen dan Akuntansi Profit: Jurnal Manajemen, Bisnis dan Akuntansi International Journal of Economics and Management Research KENDALI: Economics and Social Humanities Jurnal Pengabdian West Science Jurnal Manajemen Riset Inovasi West Science Business and Management Jurnal Ekonomi Manajemen Akuntansi Jurnal Pengabdian Kepada Masyarakat Journal of Contemporary Administration and Management (ADMAN) Journal of Social Science and Business Studies Journal of Information System, Technology and Engineering Technology and Society Perspectives (TACIT) West Science Social and Humanities Studies Science Information System and Technology Jurnal Pengabdian Masyarakat dan Riset Pendidikan El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam West Science Nature and Technology Journal of Innovative and Creativity Management Studies and Business Journal Jurnal Terobosan Peduli Masyarakat (TIRAKAT) Journal of Ekonomics, Finance, and Management Studies Prosiding SeNTIK STI&K Prosiding Seminar Nasional Ilmu Manajemen Kewirausahaan dan Bisnis Jurnal Ilmiah Manajemen Dan Kewirausahaan Proceeding of The International Conference on Management, Entrepreneurship, and Business International Journal of Economics and Management Research Matrik: Jurnal Manajemen, Strategi Bisnis, Dan Kewirausahaan Oikonomia : Journal of Management Economics and Accounting Jurnal Manajemen Strategis: Jurnal Mantra
Andriya Risdwiyanto
Universitas Proklamasi 45
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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Social Media Marketing Strategies and Customer Engagement Effects on Purchase Intention in Online Business Wijayanto, Gatot; Risdwiyanto, Andriya; Imawati, Rochimah; Siagian, Ade Onny
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1320

Abstract

The rapid expansion of digital platforms has transformed social media into a strategic marketing channel that significantly influences consumer behavior in online business environments. This study examines the relationship between social media marketing strategies and purchase intention, with customer engagement acting as a mediating variable. Using a quantitative research approach, data were collected from active social media users through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that social media marketing strategies positively and significantly affect both customer engagement and purchase intention. Additionally, customer engagement demonstrates a strong influence on purchase intention and partially mediates the relationship between social media marketing and purchasing behavior. These findings underscore the importance of designing interactive, credible, and value-oriented marketing content to strengthen consumer engagement and drive purchasing outcomes. The study offers theoretical contributions to digital marketing literature and practical implications for online businesses aiming to enhance marketing effectiveness and customer conversion rates in an increasingly competitive digital marketplace.
The Effectiveness of Content-Based Marketing Campaigns in Attracting Gen Z Consumers Danis Maulana; Devi Yuliantina; Ristanti Akseptori; Andriya Risdwiyanto
Oikonomia : Journal of Management Economics and Accounting Vol. 2 No. 2 (2025): Oikonomia-February
Publisher : PT. Hafasy Dwi Nawasena

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61942/oikonomia.v2i2.302

Abstract

Generation Z grew up in a digital era dominated by technology and social media, thus affecting their consumption patterns and preferences for marketing content. Studies show that they trust recommendations from influencers and organic content more than conventional advertising. With shorter attention spans, effective marketing content should be concise, engaging, and easy to understand. Platforms such as TikTok, Instagram Reels, and YouTube Shorts are the main tools in reaching this young audience. However, the main challenge is creating content that not only grabs momentary attention but also builds long-term attachment. This study uses a qualitative method with a literature study approach to analyze the effectiveness of content-based marketing in attracting Generation Z. The results show that an effective marketing strategy involves three main elements: the use of influencer marketing and user-generated content (UGC), content personalization with artificial intelligence (AI), and adaptation to algorithm changes and digital trends. By optimizing this strategy, brands can increase audience engagement, build trust, and drive customer loyalty. Therefore, a data-driven approach and creativity are key in ensuring the sustainability and competitiveness of digital marketing in the modern era.
Analysis of the Influence of Live Streaming Interactivity, Perceived Usefulness, and Trust in Platform on Generation Z's Social Commerce Purchase Intention Ilham Arief; Tyahya Whisnu Hendratni; Riesna Apramilda; Andriya Risdwiyanto; Apriani Riyanti; Tanti Widia Nurdiani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4112

Abstract

This study was conducted to examine the extent to which interactivity in live streaming, perceived usefulness, and trust in the platform influence Generation Z's purchase intention in the context of social commerce in Indonesia. This study used a quantitative approach through a survey method with 150 purposively selected participants. The participants were aged 18 to 28, actively using social commerce platforms for at least the past six months, had participated in product live streaming sessions, and had experience or desire to shop through the platform. Prior to multiple linear regression analysis, the data were tested through a series of classical assumption tests including normality, heteroscedasticity, and multicollinearity tests. The results showed that all instruments used met the criteria for validity, reliability, and statistical assumptions. Overall, the three independent variables were proven to have a significant effect on purchase intention. Partial analysis also showed that each variable had a positive effect, meaning that the more active the interaction in live streaming, the greater the perceived benefits for users, and the higher the level of trust in the platform, the stronger Generation Z's purchase intention in the context of social commerce.
Visual Merchandising Can Moderate the Influence of Hedonic Lifestyle on Purchasing Decisions Asmah Sinuraya; Hadiansyah Ma’sum; Andriya Risdwiyanto; Yosef Tonce; Kushariyadi
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 3 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i3.1633

Abstract

This study aims to analyze the moderating role of visual merchandising on the influence of hedonic lifestyle on purchasing decisions in the modern retail sector. In the contemporary consumerism era, shopping behaviour is no longer based solely on functional needs, but has shifted to a pleasure-seeking activity triggered by a hedonic lifestyle. Using a quantitative approach with a survey method, data were collected from 300 respondents who actively shop in urban shopping centers. The analysis results indicate that a hedonic lifestyle has a positive and significant influence on impulsive purchasing decisions. Furthermore, the main findings of this study revealed that visual merchandising acts as a moderator that strengthens this relationship. The aesthetics of store layout, lighting, and attractive product presentation can stimulate emotional responses in hedonic consumers, which ultimately accelerates the purchasing decision-making process. The implications of this study provide strategic guidance for retail managers to optimize the visual elements of a space to capture a lifestyle-driven market niche.
Brand Anticipation in an Era of Uncertainty: Understanding Consumer Behaviour towards Companies' Future Anticipation Efforts Risdwiyanto, Andriya; Rahma, Filasti; Judianto, Loso; Saefudin, Arif
MATRIK: JURNAL MANAJEMEN, STRATEGI BISNIS, DAN KEWIRAUSAHAAN Vol. 18 No. 1 (2024)
Publisher : Faculty of Economics and Business Udayana University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/MATRIK:JMBK.2024.v18.i01.p04

Abstract

Modern companies invest heavily in understanding future customer needs, but these efforts are sometimes unappreciated, leading to poor results. This research aims to understand future anticipation by linking it to companies' predictions of technological, cultural, and competitive changes and how consumers perceive these changes. Using qualitative methods, data was collected through semi-structured interviews and focus group discussions (FGD) with eight participants each. The findings show that customers highly value visionary company initiatives, forming positive memories that strengthen brand relationships. These memories, particularly in the precordium area of the brain, impact loyalty and shopping behavior, emphasizing the importance of introspection and personal experience. The research also introduces the concept of "massclusivity" and its relationship with elite consumers, like tablet owners. The novelty of this study lies in applying futurology in marketing and utilizing autobiographical memory.
The Influence of Host Credibility, Hedonic Shopping Motivation, and Mobile App Usability on Impulsive Buying Behavior of Online Shopping App Users Setiadi, Bekti; Hendratni, Tyahya Whisnu; Risdwiyanto, Andriya; Sidjabat, Sonya; Aswadi, Dana; Istiqomah, Yuliani
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 4 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i4.7569

Abstract

The study is devoted to examining how host credibility, hedonic shopping motivation, and mobile app usability impact online shoppers' impulsive buying behavior. It is based on the growing incidence of impulse buying, which is largely the result of digital interaction and technology. A quantitative explanatory approach is utilized in the research, and purposive sampling is employed to select 200 active users of online shopping applications as respondents. Data is obtained through a five-point Likert scale questionnaire and subjected to multiple linear regression analysis. The results indicate that host credibility, hedonic shopping motivation, and mobile app usability are the main factors having a positive and significant impact on the consumers' impulsive buying behavior. Theoretical implications of this Study include the expansion of the digital consumer behavior research area through the integration of social, psychological, and technical factors. The findings also provide valuable insights for online retailers in the areas of digital marketing strategy and application development that could lead to more effective and sustainable impulse buying.
Pengaruh Brand Ambassador dan Product Review terhadap Keputusan Pembelian Online yang Dimediasi oleh Citra Merek bagi Konsumen Perempuan di Yogyakarta Yunita, Nabila Rama; Risdwiyanto, Andriya
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 1 No. 01 (2024)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v1i01.1753

Abstract

This research aims to determine the influence of brand ambassadors and product reviews on online purchasing decisions mediated by brand image for female consumers in Yogyakarta. The population in this study were female consumers who had used Scarlett Whitening products at least once. This study uses a quantitative approach. The sample used was non-probability sampling with a purposive sampling technique whose samples were based on certain criteria with a minimum sample of 80 respondents. This research uses questionnaire distribution data with the Google form. The data analysis tool used is Partial Least Square (PLS) with the SmartPLS version 3.0. Analytical tools are used to test data such as validity testing, reliability testing, hypothesis testing, and mediation testing. The results of this research show the significant influence of product reviews on online purchasing decisions, brand ambassadors on brand image, product reviews on brand image, and brand image on online purchasing decisions for Scarlett Whitening products for female consumers in Yogyakarta. Other findings show that brand ambassadors do not have a significant influence on online purchasing decisions. The mediation testing in this research shows that brand image is able to mediate brand ambassadors and product reviews on online purchasing decisions.
Pengaruh Kepuasan Agen, Kualitas Layanan, dan Kualitas Produk terhadap Loyalitas Agen Penyalur Cat Mowilex di Wilayah Yogyakarta Setyoko, Ahmad Rodli; Risdwiyanto, Andriya
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 1 No. 02 (2024)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v1i02.2104

Abstract

Businesses with increasingly competitive competition require companies to understand the factors that influence agent loyalty. This research uses quantitative methods and random sampling to determine the sample. Respondents were selected from a list of Mowilex paint distribution agents in Yogyakarta, totaling 124 people with a sample of 95 respondents. The results of this research indicate that the independent variable accounts for 66.5% of the variation in the dependent variable. Meanwhile, agent satisfaction and product quality do not have a significant effect on agent loyalty. On the other hand, service quality has a considerable impact on agent loyalty. Overall, agent satisfaction, product quality, and service quality have a significant effect on agent loyalty simultaneously.
Pengaruh Cita Rasa, Harga, dan Kualitas Layanan terhadap Kepuasan Konsumen Lekasane Street Coffee Yogyakarta Saputro, Pramuditha Nanda; Risdwiyanto, Andriya; Nuralam, Nuralam
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 2 No. 01 (2025)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v2i01.2583

Abstract

The research that will be carried out begins with the large number of street coffees in Yogyakarta, where competition between street coffees is increasing because at affordable prices consumers can enjoy coffee with interesting flavors. This research aims to analyze the influence of taste, price and service quality on consumer satisfaction at Lekasane Street Coffee Yogyakarta. The population in this research is an unknown number of customers of Street Coffee Lekasane Yogyakarta and the sampling technique used is a non-probability sampling technique with purposive sampling which resulted in a total of 73 respondents and the analytical tool used in this research is multiple linear regression. The method used in collecting data is using questionnaires that are distributed to consumers.Based on the results of data analysis, it can be concluded that taste, price and service quality simultaneously have a significant positive impact on consumer satisfaction from Lekasane Street Coffee. Each variable has a very significant influence on consumer satisfaction.
Analisis Pengaruh Promosi dan Harga terhadap Minat Beli Konsumen di Minimarket Gading Mas Muid, Wilson; Risdwiyanto, Andriya
Jurnal Manajemen Strategis: Jurnal Mantra Vol. 2 No. 02 (2025)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmt.v2i02.2623

Abstract

This study aims to determine the effect of promotions and prices on consumer purchasing interest in Gading Mas Minimarket. The sample in this study amounted to 74 people, using accidental sampling technique, which is a technique for determining samples by chance. The method of data collection in this study is by giving questionnaires to customers at Gading Mas Minimarket. This study uses a descriptive analysis method through quantitative analysis and measurement of the variables studied using a Likert scale using SPSS (Statistical Program for Social Science) version 20 statistical software. The results of the analysis show that promotion and price variables (independent variables) have a significant effect on purchasing interest (dependent variable), both partially and simultaneously.
Co-Authors Abd Halim Abror Abror Abu Muna Almaududi Ausat Ade Onny Siagian Adi Suroso Afridhianika, Annisa Nugraheni AGUS DWI SANTOSO Agustina, Wiwit Almansyah Rundu Wonua Alvionita Paru, Maria Ambarwati, Retnoning Andreas Recki P. Andry Mochamad Ramdan Andy Rachman Anggoro Dwi Cahyo Ardiyanto Maksimilianus Gai Arief Yanto Rukmana Arief, Zaenal Arif Saefudin Artino, Adi Arum Rakhmasari Octivaningsih Asmah Sinuraya Asminar Mokodongan Asri Ady Bakri Aswadi, Dana Bagus Hari Sugiharto Bambang Arianto Bambang Irjanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Bambang Sugeng Dwiyanto Basu Swastha Dharmmesta Bayu Adhi Nugroho Bekti Setiadi Bekti Utomo Bilgies, Ana Fitriyatul Christ Windreis Citra Arta, Deddy Novie Devi Andriyani Devi Yuliantina Dewa Oka Suparwata Dewi Endah Fajariana, Dewi Endah Diah Fatma Sjoraida Dita Kusuma Sari Djoko Wijono Djoko Wijono Djoko Wijono, Djoko Dwi Dersmi Selan Effendy, Femmy Eki Candra Elan Rusnendar Erminati Pancaningrum Etty Sri Hertini Etty Sri Hertini Etty Sri Hertini Eva Yuniarti Utami Firdaus Yuni Dharta Frans Sudirjo Frans Sudirjo G. Gunawan Gatot Wijayanto Geofakta Razali Ghalib Suprianto Ghalib Suprianto Gusti Noorlitaria Achmad Hadi, Anto J. Hadiansyah Ma’sum Hanata, Reza Yonatan Hendri Khuan Henny Dwijayani Herlandi Putra, Irsan Hertini, Etty Sri Hikmah Widi, Riantin Hizbul Khootimah Azzaakiyyah I Ketut Suada I Nyoman Tri Sutaguna I Putu Agus Dharma Hita Ibrahim, Mozart Malik Ilham Arief Ilvano Iswandi Inaya Sundari Rahmawati Irjanto, Bambang Itot Bian Raharjo Jamaluddin Majid Jeffriansyah Dwi Sahputra Amory Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi Jemadi, Jemadi Johni Eka Putra Joko Ariawan Judianto, Loso Judijanto, Loso Karnoto . Khuan, Hendri Kiki Farida Ferine Kraugusteeliana Kraugusteeliana Kushariyadi Kusnadi, Iwan Henri Kusnanto Darmawan Kusumawati, Diana Anggraini Laili Savitri Noor Lena Ellitan Leo Nardo Setia Budi Djojo Loso Judijanto Lova, Anggil Nopra Luckhy Natalia Anastasye Lotte M. Rafid Malik, Mirza A. Median Wilestari Melvin Krisdiana Djami Rane Metris, Diksi Moh Gifari Sono Muammar Revnu Ohara Muh. Arfah Muhamad Risal Tawil Muhammad Ade Kurnia Harahap Muhammad Hazmi Muhammad Sabir MUHAMMAD YUSUF Muhammad Yusuf Muid, Wilson Musran Munizu Mustafa, Fahrina Nada Novia Deswira Naufal Haidar Ahmada Nazaruddin Ahmad Ninggar Agustina Cindya Putri Nita Dwi Setiawati Nuraini, Luthfi Nuralam Syamsuddin Nurani, Putri Ana Nurjanna Ladjin Nurlaili Rahmi Parandy, La Mema Perengki Susanto Pilifus Junianto Putra, Okta Eka Putriana Nurani Radityo Suksmaneng Daru Rahma, Filasti Rani Eka Arini Retno Sawitri Wulandari Riesna Apramilda Rina Sovianti Ristanti Akseptori Rival Pahrijal Riyanti, Apriani Rizky Maulana Fadillah Rochimah Imawati Saberina, Sabilla Saktya Ganes Saputra Samuel Alfonso Sugiyanto Saputro, Pramuditha Nanda Sari, Marta Widian Saripermanik Budayanti Setiadi, Bekti Setyoko, Ahmad Rodli Sidjabat, Sonya Siska Hadiyanti Sivy Sondari Gadzali Sri Wahyuning Sri Wahyuning Sulaeman, Moh. Muklis Suroso, Adi Suryanti Susatyo Handoko Tanti Widia Nurdiani Tanti Widia Nurdiani Tanti Widia Nurdiani Theresia Chrisna Putri Tyahya Whisnu Hendratni Utami, Eva Yuniarti Utomo, Jepri Violin, Vivid Wahyuni Sri Astutik Widyastuti Widyastuti Widyastuti Widyastuti Wijono Yayat Suharyat Yeni Yogi Nurfauzi Yosef Tonce Yuli Kurniyati Yuliani Istiqomah Yunita, Nabila Rama