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All Journal Jurnal Ekonomi Indonesian Journal of Business Analytics (IJBA) Bursa : Jurnal Ekonomi dan Bisnis IIJSE
Yono Maulana Maulana
Universitas Swadaya Gunung Jati
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Peran Kualitas Pelayanan dan Suasana Toko dalam Meningkatkan Keputusan Pembelian Aang Curatman; Yono Maulana Maulana; Ihza Mahendra
Bursa : Jurnal Ekonomi dan Bisnis Vol. 2 No. 1 (2023): Januari 2023
Publisher : Lembaga Riset Ilmiah, Yayasan Mentari Meraki Asa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jeb.v2i1.241

Abstract

The increasing number of products offered by stores makes consumers more observant in making purchases, so that consumers consider before making a purchase. This has an impact on Distro B Kuningan consumers, based on the survey results obtained several symptoms of consumer purchasing decisions, including a decrease in the number of sales and a decrease in the number of buyers in 2019 and 2020. This study aims to determine the effect of the store atmosphere on purchasing decisions, to determine the effect of service quality on purchasing decisions, as well as knowing the effect of store atmosphere and service quality on purchasing decisions. This type of research is explanatory with a quantitative approach and survey methods. The results showed that there was a positive and significant influence of service quality on purchasing decisions, there was a positive and significant influence of store atmosphere on purchasing decisions, and there was a positive and significant influence of store atmosphere and service quality on purchasing decisions. Based on the results of the research, it was recommended that Distro B Kuningan pay attention to and improve the shop atmosphere to make it more attractive, and improve the quality of service delivered to customers.
INTEREST IN ENTREPRENEURSHIP DRIVEN BY SELF-EFFICIENCY AMONG CIREBON STUDENTS USING SOCIAL MEDIA Rahmadi Rahmadi; Yono Maulana
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to determine the impact of Feasibility and Self-Efficacy on Entrepreneurial Interest. This research was conducted at the Faculty of Economics, Universitas Swadaya Gunung Jati Cirebon, with a sample of 86 respondents. The determinant of respondents is chosen through proportional random sampling techniques because respondents are already known to the population and the distribution of the number of respondents who are even in each class. The data analysis method uses validity, reliability, classical assumptions, regression analysis, as well as t tests and F tests processed through the IBM SPSS 25 (Spescial Package For Statistical Science) application. The results showed that there was a partial significant positive impact of Feasibility and Self-Efficacy variables on Entrepreneurial Interest, simultaneously there was a significant positive impact of 61.8% between the Feasibility and Self-Efficacy variables on Entrepreneurial Interest, and the remaining 38.2% influenced by other factors. For the university, it is important to pay attention to the applicable curriculum and increase the intensity of entrepreneurship training programs as an implementation so that many students are interested in becoming an entrepreneur.
The Influence of Scarcity Perception and FOMO on Gen Z Impulse Buying in Cirebon City Muhammad Yasin Abbas; Febry Ilham Pratama; Jefry Romdonny; Yono  Maulana
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7428

Abstract

Social media use and the quick expansion of e-commerce have altered Generation Z's spending habits, particularly by promoting impulsive purchases. The purpose of this research is to ascertain how Gen Z in Cirebon City impulsively purchases items in response to perceived scarcity and FOMO. The research methodology is survey-based and quantitative. Participants in this research were 231 respondents who are frequent Shopee e-commerce consumers in Cirebon City. The Partial Least Square-Structural Equation Modelling (PLS-SEM) approach was used to analyse the data using the SmartPLS 3 software. The findings demonstrated that impulsive purchase was positively and significantly impacted by both perceived scarcity and FOMO, partly and concurrently. With an R-squared value of 0.382, the two independent variables may account for 38.2% of the variable related to impulsive purchase. These findings support the Stimulus-Organism-Response and psychological reactance theories, which explain that external pressures, such as scarcity and social anxiety, can encourage unplanned buying behavior. This research provides implications for businesses to understand the importance of ethics in scarcity-based marketing strategies and the importance of digital financial literacy education among Gen Z to reduce irrational consumptive behavior.
The Influence of Influencer Marketing, Social Media Marketing, and Campaigns on Fashion Customer Loyalty in the TikTok App (Study on Converse Brand) Rendi Supiandi; Jefry Romdonny; Yono Maulana
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7558

Abstract

The digital age has turned TikTok Shop into a transformative phenomenon in the global e-commerce landscape, particularly in the fashion industry. TikTok Shop creates an immersive and interactive shopping experience by integrating entertainment and shopping in one ecosystem. The platform has seen significant transaction growth in Indonesia, making it one of the fastest-growing e-commerce markets. This research seeks to measure the impact that influencer marketing, promotion on social media, and campaigns on customer devotion in the fashion sector on the TikTok App, with a focus on the Converse brand. The research problem addresses the challenge of maintaining customer loyalty in a competitive digital environment where engagement and sales show alarming trends. This research uses an associative quantitative approach with a survey method using a digital questionnaire distributed through Google Forms. The sample consisted of 200 respondents who are active users of the TikTok application in Cirebon City aged 18-40 years and familiar with the Converse brand. Data collection used technique of purposive sampling, and the analyses were conducted using SPSS within validity, reliability, and the analysis of multivariate linear regression tests. The findings demonstrated that influencer marketing, promotion on social media, and campaigns have a favourable and noteworthy impact on customer devotion. Regression analysis shows that the three factors together affect the loyalty of client by 43.6%, while 56.4% is influenced by other factors outside this study. Therefore, Converse needs to continue developing innovative and interactive digital marketing strategies according to audience preferences in the digital.
The Effect of Electronic Word of Mouth and Online Customer Review on Purchase Decision Through Customer Trust on Erigo Products on the Shopee Platfrom Randy Gustiana Putra; Ramlah Puji Astuti; Yono Maulana
Indonesian Journal of Business Analytics Vol. 6 No. 4 (2026): August 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v6i4.16659

Abstract

This study aims to analyze the effect of electronic word of mouth and online customer reviews on purchase decisions through customer trust in Erigo products on the Shopee platform. The development of e-commerce has encouraged consumers to increasingly rely on digital information, such as user reviews and experiences, before making purchasing decisions. In online transactions, however, consumer trust plays a crucial role in influencing purchase decisions. This research employed a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to consumers who had purchased Erigo products on Shopee. Data analysis was conducted using the Partial Least Square–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software through the evaluation of the measurement model (outer model) and structural model (inner model). The results indicate that electronic word of mouth and online customer reviews have a positive effect on customer trust. Furthermore, electronic word of mouth, online customer reviews, and customer trust also positively influence purchase decisions. Customer trust was found to play a mediating role in the relationship between electronic word of mouth and online customer reviews and purchase decisions. These findings suggest that the quality of digital information shared by other consumers can enhance trust and encourage purchasing decisions on e-commerce platforms.
Co-Authors Aang Curatman Febry Ilham Pratama Ihza Mahendra Jefry Romdonny Muhammad Yasin Abbas Rahmadi Ramlah Puji Astuti Randy Gustiana Putra Rendi Supiandi