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All Journal Syntax Literate: Jurnal Ilmiah Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Cahaya Mandalika International Journal of Finance Research International Journal of Organizational Business Excellence (IJOBEX) Prima Abdika: Jurnal Pengabdian Masyarakat International Journal of Social Service and Research Golden Ratio of Marketing and Applied Psychology of Business Jurnal Ilmiah Multidisiplin (JUKIM) Jurnal Multidisiplin Sahombu Journal of Economics and Business (JECOMBI) Riset Ilmu Manajemen Bisnis dan Akuntansi EBID:Ekonomi Bisnis Digital Jurnal Manajemen Dayasaing Indonesian Journal of Emerging Trends in Community Empowerment Atestasi : Jurnal Ilmiah Akuntansi
Nora Andira Brabo
Program Studi Magister Manajemen, Fakultas Ekonomi Dan Bisnis Universitas Budi Luhur, Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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How Social Media Marketing, Key Opinion Leaders, and e-WOM Shape Consumers' Purchase Decisions for Azarine Products Khairunisa, Nur Fitra; Nora Andira Brabo; Agus Sriyanto
Jurnal Manajemen Dayasaing Vol. 27 No. 1 (2025): Jurnal Manajemen Dayasaing
Publisher : Universitas Muhammadiyah Surakarta

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Abstract

Globally, skincare and cosmetic products are not only a necessity but also a part of lifestyle. Consumers are becoming more selective in choosing products that suit their needs and preferences. Azarine Cosmetic is one of the local beauty brands that has successfully captured consumer attention by offering products tailored to Indonesian skin conditions and tropical climate. Social media marketing, KOLs, also e-WOM play a crucial role in shaping consumer purchasing behavior, particularly within the beauty sector. This study seeks to analyze how social media marketing, KOLs, also e-WOM on the purchasing decisions regarding to Azarine products. Employing a quantitative methodology, the study gathers survey data from participants aged 17 and older who are active on social media, follow Azarine products, and are familiar with the KOLs endorsing them. All 182 respondents meet the criteria to be included in the research sample. The dataset undergoes statistical processing through multiple regression analysis, facilitated by SPSS version 29 to ensure accurate interpretation of results. The findings indicate that social media marketing, KOLs, and e-WOM significantly influence consumer purchasing decisions, both independently and in conjunction. Additionally, the analysis demonstrates that these factors account for 82.8% of the variation in consumer purchasing decisions.
The Role Of Testimonials And Online Reviews In Influencing Purchase Decisions With Customer Engagement As A Mediating Variable (A Study on Consumers of PT. Java Abadi Gemilang) Pangestu, Adzi; Brabo, Nora Andira
Jurnal Multidisiplin Sahombu Vol. 5 No. 03 (2025): Jurnal Multidisiplin Sahombu, (2025)
Publisher : Sean Institute

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Abstract

This study examines the role of testimonials and online customer reviews in influencing consumer purchase decisions, with customer engagement as a mediating variable. The research was conducted on consumers of PT. Java Abadi Gemilang, an IT services company. Using a quantitative explanatory approach, data were collected through a questionnaire distributed to 97 respondents selected using purposive sampling. The research instrument employed a five-point Likert scale and was tested for validity and reliability using SPSS and SmartPLS. Data analysis was conducted using the Partial Least Square (PLS) method to evaluate both the measurement model (outer model) and the structural model (inner model). The results show that online reviews significantly influence both customer engagement and purchase decisions, while testimonials do not. Moreover, customer engagement significantly mediates the relationship between online reviews and purchase decisions. These findings highlight the importance of interactive digital strategies in consumer behavior.
The Influence Of Trust And Service Quality On Patient Loyalty With Satisfaction As A Mediating Variable: A Case Study Of Patients At Bogor Senior Hospital (BSH) Palupi, Hanna Susila Ningsih; Brabo, Nora Andira
Jurnal Ilmiah Multidisiplin Vol. 4 No. 03 (2025): Mei: Jurnal Ilmiah Multidisiplin
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jukim.v4i03.1981

Abstract

This study aims to analyze the influence of trust and service quality on patient loyalty with patient satisfaction as a mediating variable at Bogor Senior Hospital (BSH). The research employed a quantitative explanatory approach with a sample of 232 patients selected using simple random sampling. Data collection was conducted through structured questionnaires, and data analysis was performed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that service quality significantly influences patient satisfaction, while trust does not. Trust has a significant positive effect on patient loyalty, but service quality does not directly influence loyalty. Patient satisfaction significantly impacts loyalty and mediates the relationship between service quality and loyalty. These findings highlight that enhancing service quality and building patient satisfaction are critical strategies for fostering loyalty in healthcare services.
The Influence of Word of Mouth and Social Media Marketing on Students' Decision to Choose a University With Brand Image as a Mediating Variable (Case Study at Darunnajah University) Arief, Zakiyanto; Brabo, Nora Andira
Journal of Economics and Business (JECOMBI) Vol. 6 No. 03 (2025): Journal of Economics and Business (JECOMBI), September 2025
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/jecombi.v6i03.140

Abstract

The increasing competition among higher education institutions requires universities to develop effective marketing strategies to attract prospective students. This study aims to examine the influence of Word of Mouth and Social Media Marketing on students’ decisions to choose a university, with Brand Image serving as a mediating variable. A quantitative survey was conducted with 222 active students at Universitas Darunnajah, and the data were analyzed using Partial Least Squares (PLS) with SmartPLS software. The findings reveal that Word of Mouth significantly affects Brand Image (T-statistic = 2.671, p < 0.05) and student decision-making (T-statistic = 3.512, p < 0.05), while Social Media Marketing also significantly impacts Brand Image (T-statistic = 4.205, p < 0.05) and student decisions (T-statistic = 5.027, p < 0.05). Furthermore, Brand Image significantly mediates the relationship between both communication strategies and student decision-making. This study contributes strategic insights for universities by emphasizing the importance of enhancing brand image through digital engagement and positive interpersonal communication to improve student enrollment outcomes.
Pengaruh Media Sosial, Brand Awareness, Dan Brand Image Terhadap Loyalitas Konsumen Grab Rifqi Arya Sandhi; Nora Andira Brabo
Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi Vol. 1 No. 3 (2023): Agustus : Jurnal Rimba : Riset Ilmu manajemen Bisnis dan Akuntansi
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/rimba.v1i3.94

Abstract

In the current era of globalization, the development of internet-based social media is increasingrapidly, this is followed by the increasing number of social media users around the world. The development of information and communication technology increases easier and faster interactionbetween customers and advertisers. Information is more quickly obtained through digital media. Technological developments take part in the dissemination of information, especially in advertising through social media. One of the activities that can be facilitated by technological advances is transportation. One of the most popular online transportation companies in Indonesia is Grab. This study will discuss the Influence of Social Media, Brand Awareness and Brand Image on Grab Consumer Loyalty. The subjects in this study were consumers who had used the Grab application. The research method used is quantitative. Data collection was done by using a questionnaire. The research population was 100 respondents. The data analysis used is statistical analysis in the form of SPSS 22 multiple linear regression.
The Influence of Member Perceptions, Service Quality, and Trust on Member Loyalty by Intervening Organizational Image (Case Study of the IAI Organization in Tangerang Regency) Mulyani, Kartika; Brabo, Nora Andira; Iswati, Heni
International Journal of Finance Research Vol. 5 No. 1 (2024): International Journal of Finance Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses (TRI-JIS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijfr.v5i1.1661

Abstract

This research aims to analyze the influence of member perceptions, service quality, and trust on member loyalty by intervening with the organizational image of the Indonesian Pharmacists Association (IAI) in Tangerang Regency. This research used a survey method with 315 people using the Simple Random Sampling technique. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique uses the software program application using multiple linear regression analysis and path analysis. The research results provide conclusions: (1) Members' perceptions have a positive and significant effect on the organization's image; (2) Service quality has a positive and significant effect on the organization's image; (3) Member trust has a positive and significant effect on the organization's image; (4) perception, quality of service, and trust together have a positive and significant effect on the organization's image; (5) Member perceptions have a positive and significant effect on member loyalty; (6) Service quality has a positive and significant effect on member loyalty; (7) Trust has a positive but not significant effect on member loyalty; (8) Perception, service quality and trust simultaneously influence member loyalty; (9) Perception, service quality and trust simultaneously influence member loyalty through organizational image as an intervening variable
Powering Brand Success: The Impact of Firm-Created and User-Generated Content on Equity, Attitude, and Purchase Intentions Soekotjo, Sundari; Lestari, Setyani Dwi; Hendrawan, Koen; Brabo, Nora Andira; Iswati, Heni
Golden Ratio of Marketing and Applied Psychology of Business Vol. 5 No. 1 (2025): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v5i1.81

Abstract

This study aims to analyze the impact of Firm Created Content (FCC) and User Generated Content (UGC) on brand equity and purchase intention of Grab-and-Go coffee brand. In today's digital era, content generated by both companies and users plays a critical role in shaping consumer perceptions of brands. FCC refers to all content created by companies to promote their products and services, while UGC is content created by consumers that reflects their experiences with a product. This research employs a quantitative method using an online survey involving 300 respondents who are consumers of Grab-and-Go coffee. The results of the study indicate that both FCC and UGC have a significant impact on brand equity. High-quality FCC can enhance brand awareness, perceived quality, and consumer loyalty. On the other hand, positive UGC can strengthen the emotional connection between consumers and the brand, as well as increase consumer trust. Furthermore, the study also finds that strong brand equity contributes to an increase in purchase intention. Data shows that 75% of respondents are more likely to purchase Grab-and-Go coffee products after being exposed to engaging content from both the company and users. Through this analysis, the study provides valuable insights for marketers in designing effective content strategies to enhance brand equity and drive purchase intention. The findings are expected to serve as a reference for other coffee companies in leveraging FCC and UGC to achieve a competitive advantage in an increasingly competitive market. The study also recommends that companies be more proactive in encouraging consumer participation in content creation and utilize social media platforms to enhance engagement with their audience.
Financial Literacy at Work: Enhancing Organizational Performance through Employee Training Investments Lestari, Setyani Dwi; Muhdaliha, Eryco; Firdaus, Pantja Maulana; Suhendra, Euphrasia Susy; Brabo, Nora Andira
Atestasi : Jurnal Ilmiah Akuntansi Vol. 7 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/atestasi.v7i2.865

Abstract

This study investigates the impact of financial literacy programs on organizational performance, focusing on how such training influences employee financial behavior, workplace satisfaction, and productivity. Employing a qualitative research methodology, the study utilizes in-depth interviews, focus groups, and document analysis to explore the subjective experiences and perspectives of employees participating in financial literacy initiatives. The results reveal that financial literacy programs significantly enhance employees' financial behaviors, including improved budgeting, saving, and debt management. These improvements lead to increased financial security and reduced stress, contributing to higher workplace satisfaction and engagement. Furthermore, the study finds that financial literacy positively affects organizational performance by reducing absenteeism, lowering turnover rates, and enhancing productivity. Employees with better financial literacy are more likely to participate in employer-sponsored benefits and report greater job satisfaction. The integration of financial literacy into broader employee wellness strategies is shown to be particularly effective, fostering a more holistic approach to employee well-being. Technological advancements, such as digital tools and online platforms, enhance the accessibility and effectiveness of financial literacy programs, making them more engaging and adaptable to various learning preferences. The study concludes that investing in tailored, ongoing financial education is crucial for organizations seeking to improve employee well-being and achieve long-term business success. Future research should continue to explore the long-term effects of financial literacy programs and the role of technology in providing effective financial education.
Pengaruh Fear Of Missing Out (FoMO), Brand Image, dan Promosi Sosial Media Terhadap Keputusan Pembelian (Studi Kasus Pada Tiket Konser Blackpink di Indonesia Tahun 2023) Cindy Aprillia Azhary; Nora Andira Brabo; Heni Iswati
Jurnal Cahaya Mandalika ISSN 2721-4796 (online) Vol. 5 No. 2 (2024)
Publisher : Institut Penelitian Dan Pengambangan Mandalika Indonesia (IP2MI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jcm.v5i2.3911

Abstract

This research aims to analyze the influence of Fear of Missing Out (FoMO), Brand Image, and Social Media Promotion on Purchasing Decisions (Case Study of Blackpink Concert Tickets in Indonesia in 2023). This research used a survey method with a sample of 170 people using a purposive sampling technique. The data collection technique uses a questionnaire whose validity and reliability have been tested. The data analysis technique uses the SPSS 26.0 application by means of multiple linear regression analysis, autocorrelation analysis and determination analysis. The research results provide conclusions: (1) Fear of Missing Out (FoMO) has no effect on purchasing decisions; (2) Brand Image has a positive and significant effect on Purchasing Decisions; (3) Social Media Promotion has a positive and significant effect on Purchasing Decisions; (4) Fear of Missing Out (FoMO), Brand Image, and Social Media Promotion have a positive and significant effect on Purchasing Decisions.
Eco-Green: Merubah Limbah Rumah Tangga Menjadi Bahan Baku Kompos Arisudhana, Dicky; Lestari, Indah Rahayu; Laksmiwati, Mia; Arief, Rachmat; Brabo, Nora Andira; Iswati, Heni
Indonesian Journal of Emerging Trends in Community Empowerment Vol. 2 No. 1 (2024): Juni
Publisher : PT Hakhara Akademia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71383/ijetce.v2i1.29

Abstract

Garbage is a problem faced in general, event at home. With so much waste that is not managed, it can harm the environment, even health. Waste from rubbish is one of the producer of both organic and inorganic waste. Based on the analysis of the situation that has been carried out, problems can be identified: (1) low knowledge of participants regarding environmental problems and effort to preserve the environments, (2) low motivational skills to preserve the environment, (3) lack of waste processing activities in the work environment and in the participant’s home environment. The method used in this activity is by conducting education, simulation and practice as well as evaluating the achievements of the activity which involves the entire team providing materials and training in making compost fertilizer. In this activity, composting activities began to be carried out. Participants are making process begins by adding dry media consisting of dry leaves obtained from around the garden. Dry leaves are chopped or shredded to facilitate the destruction process which is assister by natural microorganisms, then household waste which is wet waste is added. Composting from organic household waste went smoothly, and received an enthusiastic response from the participants. High awareness is needed from the public regarding contributes the largest amount of waste.
Co-Authors Agus Sriyanto Ardhita Pratiwi Arief, Rachmat Arief, Zakiyanto Arisudhana, Dicky Cindy Aprillia Azhary Deni Rahman E. Susy Suhendra Eryco Muhdaliha Euphrasia Susy Suhendra Firdaus, Pantja Maulana Hakam Ali Niazi Hayatul Khairul Rahmat Heni Iswanti Heni Iswati Heni Iswati Heni Iswati Heni Iswati Heni Iswati Hidayat, Ravindra Safitra Indah Rahayu Lestari Iswati, Heni Khairunisa, Nur Fitra Koen Hendrawan Laksmiwati, Mia Lestari, Setyani Dwi Mudjiyono Muhammad Iqbal Al 'Mudatsir Mulyani, Kartika P, Agus Indra Palupi, Hanna Susila Ningsih Pangestu, Adzi Pantja Maulana Firdaus Reza, Heru Kreshna Rifqi Arya Sandhi Rinny Meidiyustiani Sandra Agustina Sari, Nurma Elita Setyani Dwi Lestari Shidqon, Moh Siska Margaret Purba Soekotjo, Sundari Soeyatwoko