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All Journal Jurnal Ilmiah Manajemen Kesatuan Jurnal Teknik Industri Terintegrasi (JUTIN) ARSY : Jurnal Aplikasi Riset kepada Masyarakat International Journal of Applied Finance and Business Studies Journal of Artificial Intelligence and Digital Business Indonesian Journal of Multidisciplinary on Social and Technology Dedikasi: Jurnal Pengabdian Pendidikan dan Teknologi Masyarakat Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Economic, Management, Business, Accounting Sustainability Journal of Digital Community Services Journal of Engineering and Science Application Dedikasi: Jurnal Pengabdian Pendidikan dan Teknologi Masyarakat JES-TM Social and Community Service
Fahmi Iqbal Firmananda
Universitas Pahlawan Tuanku Tambusai, Indonesia
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Public Health Social Sciences Other

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Pengaruh Transformasi Digital dan Neuromarketing Terhadap Keputusan Pembeli Produk Bolu Cermai: Digital Cognitive Agility dan Kepercayaan Institusional Implisit sebagai Variabel Mediasi Fahmi Iqbal Firmananda; Putri Zulia Jati; Zulfan Ependi; Mona Syafriani
Jurnal Teknik Industri Terintegrasi (JUTIN) Vol. 9 No. 3 (2026): July
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jutin.v9i3.63092

Abstract

This study examines the effects of Digital Transformation and Neuromarketing on the Purchase Decision of Bolu Cermai products, with Digital Cognitive Agility and Implicit Institutional Trust as mediating variables. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The measurement model showed that all constructs met the required reliability and convergent validity criteria, with Cronbach’s Alpha values ranging from 0.874 to 0.894, Composite Reliability values from 0.908 to 0.922, and Average Variance Extracted values from 0.664 to 0.703. The structural model indicated that Digital Transformation and Neuromarketing explained 28.5% of the variance in Digital Cognitive Agility and 24.3% of the variance in Implicit Institutional Trust. These findings indicate that the effectiveness of Bolu Cermai marketing is not determined solely by digitalization and marketing stimuli, but also by consumers’ ability to process digital information and their trust in the transaction system. The study provides practical implications for MSMEs to strengthen digital experiences, improve marketing communication, and enhance transaction credibility to support consumer purchase decisions.
Co-Authors Adeswastoto, Hanantatur Agustin Riana Arif Mudi Priyatno Arif Mudi Priyatno Aryadi Aryadi Aryadi Aryadi Bustami Bustami Cholidhazia, Putri Decky Saputra Dessyka Febria, Dessyka Dhya Nadia Laowe dwiputri, Ikanov Ependi, Zulfan Fakhri Rabialdy Hasrul Hilmah, Zuryani Indah Permatha Sari, Vigi Jati, Putri Zulia Juando Pirton M Firdaus Mohd. Winario Mona Syafriani Nany Librianty Nany Librianty Putri Zulia Jati Rianita, Resti Rizqon Jamil Farhas Rizqon Jamil Farhas Rizqon Jamil Farhas Rosalianti Rosalianti Rozaini Rozaini Sri Hardianti Sri Hardianti Sumianto Sumianto Sumianto Syafriani, Mona Tanjung, Lailatul Syifa Wahyu Febri Ramadhan Sudirman Yasra, Dewi Yoana Agnesia Zulfadil Zulfadil ZULFAN EPENDI Zurrahmi ZR