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All Journal Jurnal Promosi Pendidikan Ekonomi SEIKO : Journal of Management & Business JURNAL PENDIDIKAN TAMBUSAI Aptisi Transactions on Management Business, Economics and Entrepreneurship Jurnal Ilmiah Manajemen Kesatuan JIIP (Jurnal Ilmiah Ilmu Pendidikan) BUDGETING : Journal of Business, Management and Accounting Journal of Sustainable Tourism and Entrepreneurship Jurnal Manajemen Transportasi & Logistik (JMTRANSLOG) Journal of Economics and Business UBS International Journal of Environmental, Sustainability, and Social Science Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Mattawang: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education Bisnis Net : Jurnal Ekonomi dan Bisnis Jurnal Ilmiah Wahana Pendidikan International Journal of Social Service and Research Journal of Islamic Economics and Social Science (JIESS) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Jurnal Ekonomi Trisakti Journal of Comprehensive Science JURNAL ABDIKARYASAKTI Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Innovative: Journal Of Social Science Research Journal of Business on Hospitality and Tourism Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Multidisiplin Indonesia Jurnal Ilmiah Pariwisata
Willy Arafah, Willy
Unknown Affiliation
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Veterinary Other

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Pengaruh E-Trust, E-Satisfaction dan Perceived Value terhadap Repurchase Intention pada Konsumen E-Commerce B2C Coffee Shop Kristin, Nadila Ivanka; Arafah, Willy
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v4i3.848

Abstract

This study shows that e-trust, e-satisfaction, and perceived value significantly influence repurchase intention among B2C e-commerce coffee shop consumers. These findings underscore the importance of considering aspects of trust, satisfaction, and perceived value in the context of online shopping. With the positive relationship between these variables and repurchase intention, business managers can enhance their marketing strategies and services to increase customer loyalty. Additionally, this research highlights the crucial role of prior online experience as a moderator in the relationship between e-trust, e-satisfaction, perceived value, and repurchase intention. This indicates that previous online shopping experiences affect the extent to which these factors interact and impact consumers' decisions to repurchase. Therefore, business managers need to consider consumers' prior online experiences when designing effective marketing strategies. The results of this study are as follows: E-Trust positively influences Repurchase Intention, E-Satisfaction positively influences Repurchase Intention, Perceived value positively influences Repurchase Intention, E-Trust does not positively influence Repurchase Intention when moderated by Prior Online Experience, E-Satisfaction positively influences Repurchase Intention when moderated by Prior Online Experience, Perceived value does not positively influence Repurchase Intention when moderated by Prior Online Experience.
Pengaruh Perilaku Etis Penjual terhadap Loyalitas Pelanggan, Kepuasan, dan Kepercayaan dalam Industri Pakaian Soepartono, Sekar Ayu Putri; Arafah, Willy
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v4i3.859

Abstract

This study examines the relationship between ethical sales behavior, customer satisfaction, and customer loyalty. Utilizing a conceptual model developed based on CRM and ECSI theories, the research shows that ethical sales behavior has a positive impact on customer satisfaction and loyalty. Additionally, customer satisfaction is proven to have a positive effect on customer loyalty. Customer trust is identified as a variable that influences loyalty and positively impacts customer satisfaction. The results of this study affirm that ethical sales behavior contributes to customer loyalty through customer satisfaction and trust. These findings provide important practical implications for organizations to enhance customer loyalty by improving ethical sales behavior and meeting customer needs.
PENGARUH ETIKA MEREK DAN PRIVASI TERHADAP SIKAP DAN NIAT BELI PADA IKLAN RETARGETING DI E-COMMERCE Dara, Nada Jauza Adinda; Arafah, Willy
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.7110

Abstract

Kemajuan teknologi digital telah mendorong perusahaan untuk mengadopsi strategi periklanan retargeting dalam platform e-commerce guna meningkatkan konversi pembelian. Meskipun strategi ini dinilai efektif, implementasinya kerap menimbulkan permasalahan etis dan kekhawatiran terhadap privasi konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ethics dan Privacy Concern, serta perceived benefit dari Ad Effectiveness dan Ad Relevance terhadap Attitude Toward Retargeting Online Advertising dan implikasinya terhadap Purchase Intention, dengan menggunakan pendekatan Social Exchange Theory (SET). Penelitian ini dilakukan secara kuantitatif dan dianalisis menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak AMOS. Data diperoleh melalui penyebaran kuesioner daring kepada 154 responden Generasi Z di wilayah Jabodetabek yang aktif menggunakan e-commerce. Hasil penelitian menunjukkan bahwa Brand Ethics, Ad Effectiveness, dan Ad Relevance berpengaruh positif signifikan terhadap Attitude Toward Retargeting Online Advertising, sedangkan Privacy Concern tidak menunjukkan pengaruh yang signifikan. Selain itu, Attitude Toward Retargeting Online Advertising terbukti berpengaruh positif terhadap Purchase Intention. Temuan ini menekankan pentingnya perancangan strategi periklanan digital yang tidak hanya efektif secara teknis, tetapi juga memenuhi prinsip etika serta menghargai privasi konsumen.
PENGARUH PEMASARAN MEDIA SOSIAL TERHADAP LOYALITAS MEREK MELALUI KONEKSI MEREK DIRI, EKUITAS MEREK, DAN KEPERCAYAAN MEREK Velix, Ion; Arafah, Willy
Bisnis-Net Vol 8, No 2: DESEMBER 2025
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/bn.v8i2.6912

Abstract

 Penelitian ini mengkaji pengaruh Social Media Marketing Activities (SMMA) terhadap Loyalitas Merek dengan mempertimbangkan peran mediasi dari Koneksi Merek Diri, Ekuitas Merek, dan Kepercayaan Merek. Dalam era digital, media sosial telah menjadi sarana utama interaksi merek yang memungkinkan perusahaan membangun hubungan yang lebih mendalam dengan konsumen. Dengan pendekatan kuantitatif, data dikumpulkan melalui penyebaran kuesioner daring kepada 137 pengguna aktif media sosial di Indonesia. Analisis dilakukan menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) dengan bantuan software AMOS. Hasil penelitian menunjukkan bahwa SMMA berpengaruh signifikan terhadap Koneksi Merek Diri, Ekuitas Merek, dan Kepercayaan Merek yang selanjutnya berdampak pada Loyalitas Merek. Temuan menunjukkan bahwa terdapat beberapa jalur kombinasi variabel yang dapat mengarah pada loyalitas merek tinggi, menegaskan bahwa loyalitas tidak terbentuk dari satu faktor dominan, melainkan dari interaksi berbagai unsur psikologis dan strategi pemasaran. Penelitian ini memberikan kontribusi teoritis terhadap pemahaman perilaku konsumen digital serta implikasi praktis bagi pemasar dalam merancang strategi media sosial yang efektif untuk membentuk loyalitas.
Pengaruh Brand Awareness dan Brand Image Terhadap Purchase Decision Pada Konsumen Texas Chicken Indonesia Djamin, Rofialdi Ramadhan; Arafah, Willy
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.5030

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan brand image terhadap purchase decision pada konsumen Texas Chicken Indonesia di tengah persaingan industri restoran cepat saji yang semakin ketat. Persaingan yang tinggi mendorong perusahaan untuk tidak hanya berfokus pada kualitas produk, tetapi juga pada kekuatan merek dalam membentuk persepsi dan purchase decision konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori untuk menjelaskan hubungan kausal antarvariabel yang diteliti. Data penelitian dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Texas Chicken Indonesia, dengan teknik pengambilan sampel menggunakan purposive sampling sesuai dengan kriteria yang telah ditentukan. Instrumen penelitian diukur menggunakan skala Likert lima poin. Analisis data dilakukan melalui analisis deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda. Seluruh proses pengolahan dan analisis data dilakukan dengan bantuan perangkat lunak SPSS versi 29 untuk menguji pengaruh parsial dan simultan antarvariabel. Hasil penelitian menunjukkan bahwa secara parsial brand awareness berpengaruh positif dan signifikan terhadap purchase decision, demikian pula brand image yang terbukti berpengaruh positif dan signifikan terhadap purchase decision. Selain itu, hasil pengujian simultan menunjukkan bahwa brand awareness dan brand image secara bersama-sama memiliki pengaruh yang signifikan terhadap purchase decision.
Cultural preservation as a catalyst for sustainable tourism: Challenges and potentials in Cimande Tourism Village, Indonesia Soeswoyo, Dina Mayasari; Arafah, Willy; Oktadiana, Hera; Budiman, Surya Fadjar
Journal of Sustainable Tourism and Entrepreneurship Vol. 6 No. 2 (2025): January
Publisher : Goodwood Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/joste.v6i2.2458

Abstract

Purpose: This study aimed to investigate the cultural potential and challenges of preserving the intangible cultural heritage and living culture of Cimande Tourism Village to enhance its development as a sustainable tourism destination. Research Methodology: A qualitative approach was used, with data collected through Focus Group Discussions (FGDs) and in-depth interviews involving cultural practitioners, Kelompok Sadar Wisata (POKDARWIS), local residents, and government officials. Results: The study identified nine key cultural elements, including Pencak Silat , traditional medicine, and local rituals, while highlighting 11 major challenges, including insufficient stakeholder support, low community participation, limited human resource capacity, and minimal use of digital marketing. Conclusions: This study explores the cultural potential and challenges of preserving Cimande Tourism Village, highlighting UNESCO-recognized Pencak Silat. Key strategies include youth engagement, government-community partnerships, improved infrastructure, and digital marketing to strengthen cultural preservation and tourism growth. Limitations: This study focuses on cultural preservation efforts, specifically in Cimande Tourism Village, using qualitative methods such as thematic analysis and CAQDAS NVivo, limiting its scope. Contributions: This study deepens the understanding of how local culture can promote sustainable tourism, particularly in rural areas rich in cultural traditions such as Cimande. These findings provide valuable insights for tourism village managers and local governments to balance cultural preservation with economic growth through tourism. Novelty: This study offers a comprehensive exploration of the integration of local culture with sustainable tourism development in Cimande Village, an area that has not been extensively studied.
ANALISIS PENGARUH PERCEIVED CREDIBILITY DAN TRUST TERHADAP ATTITUDE TOWARD SOCIAL MEDIA INFLUENCER SERTA IMPLIKASINYA PADA NIAT PEMBELIAN KOSMETIK HALAL OLEH GEN Z DI JABODETABEK Zahroh, Dinatul; Arafah, Willy
Promosi: Jurnal Program Studi Pendidikan Ekonomi Vol 13, No 2 (2025): Promosi
Publisher : UNIVERSITAS MUHAMMADIYAH METRO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/jp.v13i2.13153

Abstract

The halal cosmetics industry in Indonesia has witnessed substantial growth, influenced by the increasing awareness among Generation Z of religious values and the pervasive role of digital platforms. This study aims to examine the influence of perceived credibility and trust on attitudes toward social media influencers (SMIs) and their implications for purchase intention of halal cosmetic products among Gen Z consumers in the Greater Jakarta area (Jabodetabek). A quantitative research method was employed using Structural Equation Modeling (SEM) with AMOS software to analyze the relationships between variables. Primary data were collected through an online questionnaire distributed to 122 Muslim female respondents from Gen Z who actively follow influencers and use halal cosmetics. The findings reveal that both perceived credibility and trust exert a positive and statistically significant impact on attitudes toward SMIs, which in turn significantly influence purchase intention. These results support the applicability of the Theory of Planned Behavior (TPB) in the context of digital halal marketing and emphasize the critical role of influencer credibility and trustworthiness in shaping consumer attitudes and behavioral intentions. This study contributes to the theoretical enrichment of digital consumer behavior literature within a value-driven context and offers practical insights for marketers in developing targeted halal marketing strategies that resonate with Gen Z audiences.
Menginvestigasi Hubungan antara Citra Kuliner, Restoran, dan Kegiatan Kuliner terhadap Keinginan Berkunjung Ke Kawasan Petak Sembilan Dewantara, Yudhiet Fajar; Pramanik, Purwanti Dyah; Anom, Rahmat Indra Pratama; Arafah, Willy; Ingkadijaya, Rahmat
Jurnal Ilmiah Pariwisata Vol 28 No 2 (2023): Jurnal Ilmiah Pariwisata
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat, Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/jip.v28i2.1702

Abstract

The food tourism image, which includes the notion of food, huts, and food activity, is formed by visitors’ perceptions through their experiences. The study aimed to investigate the correlation of food image, huts image, and food activity culinary partially on visitors’ willingness to visit Kawasan Petak Sembilan (KPS) Glodok West Jakarta. Ninety respondents were employed, which were chosen by purposive sampling. The data was analyzed by SMART-PLS. The study reported that huts and food activity images partially correlated positively and significantly with visitors’ willingness to visit. However, the food image didn’t link to visitors’ desire to see it. The KPS is suggested to promote authenticity, inherent to the uniqueness of a destination’s culture and Buddhist temple cuisine. In contrast, many visitors visit KPS for worship in the temple. Keywords: Food Tourism Image, Gastronomy, Intention To Visit, Visitors
THE INFLUENCE OF LIVE-STREAMING MARKETING TYPES ON THE BUYING INTEREST OF GENERAL Z CONSUMERS IN BUYING CLOTHES Setiadi, Rafka Islaudyn Putra; Arafah, Willy
Jurnal Manajemen Vol 6, No 1 (2026): February
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jm.v6i1.76566

Abstract

Abstract: Advances in digital technology have driven the emergence of innovative marketing strategies, one of which is live-streaming marketing, which is now widely adopted in the fashion industry. This research explores howProfessional Live-streaming MarketingAndEntertainment Live-streaming Marketinginfluence Gen Z's desire to purchase fashion products. This study also examines whetherSocial Influence Mechanismplays a role in this relationship. Data was collected from 122 Gen Z individuals (18-26 years old) in Greater Jakarta who watchedlive-streaming fashion, with analysis conducted using SEM. The findings show that both types of live streaming positively influence Purchase Intention. Most importantly,Social Influence Mechanismwas found to be a key mediator. This implies that fashion brands should combine useful information with engaging content and encourage interaction to increase Gen Z purchases.Keywords: Live Streaming Marketing, Social Influence Mechanism, Purchase Intention, Gen Z
Keterlibatan dan Konsumsi Perilaku Para Gamer Esport Susanto, Madhyamadana Adwitiya; Arafah, Willy
Jurnal Pendidikan Tambusai Vol. 10 No. 1 (2026)
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai, Riau, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jptam.v10i1.38069

Abstract

Penelitian ini berutjuan untuk menganalisis pengaruh keterlibatan konsumen dalam esports (consumer esports engagement) terhadap niat pembelian (purchase intention), keterlibatan komunitas (community engagement), co-production, word of mouth, serta rekrutmen (recruitment). Penelitian ini bertujuan untuk memahami sejauh mana keterlibatan konsumen dalam esports dapat mempengaruhi aspek-aspek tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner yang dibagikan kepada responden. Desain penelitian yang digunakan adalah eksplisit deskriptif untuk menguji pengaruh variabel independen terhadap variabel dependen. Berdasarkan penelitian ini disimpulkan bahwa bahwa keterlibatan konsumen dalam eSport mencakup antusiasme, dukungan terhadap tim, dan keinginan untuk membeli produk terkait. Konsumen juga aktif berinteraksi dalam komunitas, memperkuat loyalitas mereka. Selain itu, mereka bersedia memberikan masukan untuk pengembangan eSport dan sering berbagi pengalaman positif melalui word of mouth, yang membantu meningkatkan kesadaran merek dan merekrut pengguna baru ke ekosistem eSport.
Co-Authors Aekram Faisal Agastiya, Auliya Anak Agung Gede Sugianthara Andi Irawan Anom, Rahmat Indra Pratama Aprilia, Erfita Armawan Putri, Clara Dinda Arsy, Akhmad Arsyan, Muhammad Prabu Asrunputi, Aisyah Pia asrunputri, aisyah pia Astaguna, Nur Ali Astuti , Ayu Widiya Aulia, Syakira Nurul Aulya, Audya Silvy Azhari, Dita Bagus Sumargo, Bagus Basri, Yuswar Zainul Boediman, Surya Fadjar Budianto, Tri Budiman, Surya Fadjar Busono, Mochamad Miftakhul Dava Cahyono, Roby Dara, Nada Jauza Adinda Devi Devi, Devi Devita Gantina Dewantara, Yudhiet Fajar Dida Nurhaida Dina Mayasari Soeswoyo, Dina Mayasari Djamin, Rofialdi Ramadhan ENDRI ENDRI Farel, Mohammad Fathiya, Shafa Fatihah, Mutiara Fauzi Ahmad Muda Fazriansyah, Ryan Feti Fatonah Firdayetti Galih Akbar P.R., Ibrahim Halim, Viona Hanifan, Rivandaru Harmaini Hartono, Anggito Haryono, Joko Hasanah, Fida Hasanah, Humaira Uswatun Hatta, Aulia Faqih Hera Oktadiana, Hera Hidayat, Candra Karnadji, Djati Kenzie, Muhammad Hisyam Maulana Khairyanti, Rashinta Adelia Kristin, Nadila Ivanka Kusmaw, Erik Kusnedi, Rahmat Lasut, Flavina M.O Leon, Farah Margaretha Marhamah Zulfa Hiz, Neng Eem Medika Putra, Mohamad Audi Mochtar, Muhammad Ilyas Mohan, Verawaty Musodiq, Muhamad Dzakwan Myrza Rahmanita Netania Emilisa Nugroho, Tri Bayu Nur, Aji Mohammad Fadrian Oliviana, Reva Vebria Pradiva, Muhammad Sadam Prasadja Ricardianto, Prasadja Pratama, Fauzan Fahresky Pratolo, Aulia Kumidaninggar Purba, Elkana Purwanti Dyah Pramanik, Purwanti Dyah Puspa, Tiara Rabbani, Athalla Rafif Rachmat Ramadhan, Rachmat Rafi, Salahudin Rahmat Ingkadijaya Ramadhan, Rafky Ramadia, Rinaldy Ratri, Resita Sekar Rimbawan, H. A. Danang Romadhowati, Novita Safsafubun, Sylvester Waroec Samia, Nihla Santoso, Mikona Brillia Sarfilianty Anggiani, Sarfilianty Sembiring, Honny Fiva Akira Setiadi, Rafka Islaudyn Putra Soepartono, Sekar Ayu Putri Sofiya, Sofiya Supardi, Endi Susanto, Madhyamadana Adwitiya Syaharani, Puteri Taqiyyuddin, Muhammad Velix, Ion Wahyudi, Agustinus Sri Widanul, Daffa Widayat, Tri Agung Wijanarko, Arand Wijaya, Michael Chandra Wulandari, Natasya Wulandari, Natasya Desti Yasih, Yuni Yasmin, Farah Zhafirah Yolanda Masnita Siagian Yulius, Kevin G Zahroh, Dinatul