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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Journal of Economic, Bussines and Accounting (COSTING) Distribusi SEIKO : Journal of Management & Business JURNAL PENDIDIKAN TAMBUSAI JURNAL MANAJEMEN (EDISI ELEKTRONIK) Inovasi: Jurnal Ilmiah Ilmu Manajemen Jurnal Akuntansi Bisnis Al-Kharaj: Journal of Islamic Economic and Business International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah BASKARA: Journal of Business and Entrepreneurship Margin Eco : Jurnal Ekonomi dan Perkembangan Bisnis East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Informasi Sains dan Teknologi (ISAINTEK) Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Pengabdian Masyarakat Sains dan Teknologi Sewagati: Jurnal Pengabdian Masyarakat Indonesia Jurnal Pijar : Studi Manajemen dan Bisnis Journal of Management and Social Sciences Jurnal Pelayanan dan Pengabdian Masyarakat Indonesia Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) Journal of Artificial Intelligence and Digital Business Madani: Multidisciplinary Scientific Journal Nanggroe: Journal Of Scholarly Service Jurnal Kabar Masyarakat Jurnal Pengabdian Kepada Masyarakat Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Riset Ilmu Manajemen Bisnis dan Akuntansi Jurnal Pelayanan Hubungan Masyarakat Nanggroe: Journal of Scholarly Service Student Research Journal IIJSE JEBD Anggaran: Jurnal Publikasi Ekonomi dan Akuntansi Moneter : Jurnal Ekonomi dan Keuangan Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam RESLAJ: Religion Education Social Laa Roiba Journal Journal of Business Economics and Management Journal of Ekonomics, Finance, and Management Studies Jurnal Cendekia Ilmiah International Journal of Social, Economic, and Business As-Syirkah: Islamic Economic & Financial Journal Economics and Business Management Journal Academia Open Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Jurnal Riset dan Inovasi Manajemen
R. Yuniardi Rusdianto
Administrasi Bisnis, Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Agriculture, Biological Sciences & Forestry Arts Humanities 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 Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Medicine & Pharmacology Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

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The Influence of Promotion, Online Customer Reviews, and Price on Generation Z’s Purchase Decisions at Belia Cosmetic in the Shopee Marketplace (Study on Consumers in Surabaya) Ra Nadia Triyana Serli; R. Yuniardi Rusdianto
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.9862

Abstract

This study aims to determine and analyze the influence of promotion, online customer reviews, and price on the purchasing decisions of Generation Z at Belia Cosmetic on the Shopee marketplace (a study of consumers in Surabaya). The research is motivated by the increasing competition in the cosmetics and skincare industry within marketplaces and the changing behavior of Generation Z, who are becoming more selective in considering promotions, customer reviews, and prices before making purchasing decisions. This study employed a quantitative method with an associative approach. The population consisted of Generation Z consumers who had purchased Belia Cosmetic products through Shopee, and the sample was selected using simple random sampling with a total of 100 respondents who met the research criteria. Data were collected through questionnaires using a Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²), and hypothesis testing through t-tests and F-tests. The results indicate that promotion, online customer reviews, and price simultaneously have a significant effect on purchasing decisions. Partially, promotion has a positive and significant effect on purchasing decisions, online customer reviews have a positive and significant effect on purchasing decisions, and price has a positive and significant effect on purchasing decisions. Among the variables, online customer reviews have the most dominant influence on Generation Z purchasing decisions at Belia Cosmetic on the Shopee marketplace. This study is expected to serve as a reference for companies in optimizing marketing strategies, particularly in managing customer reviews to enhance purchasing decisions among Generation Z consumers. Keywords: Promotion, Online Customer Review, Price, Purchasing Decision, Generation Z.
The Influence Of Celebrity Endorser, Perceived Quality, And Testimonials On Purchase Intention Of Hanasui Products In Surabaya Restiatin Restiatin; R. Yuniardi Rusdianto
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 3 (2025): Juli
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i3.7924

Abstract

The focus of this research is to analyze the partial and simultaneous effects of celebrity Endorser Variables, Perceived Quality, and Testimonials on Purchase Intention of Hanasui local brand products among Surabaya City consumers. The sample consisted of 205 respondents selected through purposive sampling method with the criteria of knowing Hanasui products, at least 17 years old, and domiciled in Surabaya. The data analysis technique was carried out with multiple linear regression analysis tests with the help of SPSS version 26 software. The findings showed that simultaneously and partially, Celebrity Endorsers, Perceived Quality, and Testimonials had a positive and significant impact on Purchase Intention.
Marketing Strategies to Increase Seller Interest in the Cuan Market Event Organizer in Surabaya Madona Diadora; Yuniardi Rusdianto
Jurnal Manajemen Vol. 17 No. 1 (2026): Jurnal Manajemen (Edisi Elektronik)
Publisher : UPT Jurnal & Publikasi Ilmiah SPs Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jm-uika.v17i1.21167

Abstract

The event organizer industry in Indonesia is experiencing rapid growth as the public's demand for well-organized, safe, and enjoyable events increases. One emerging trend is thrifting, the buying and selling of secondhand clothing that supports a sustainable lifestyle. Cuan Market is a community-based event organizer with a creative concept and a focus on thrift fashion trends. In an effort to attract visitors and sellers, Cuan Market actively utilizes social media, particularly Instagram, to build a strong brand image and reach a broad audience. Although this strategy has proven effective in increasing exposure, Cuan Market still faces various challenges such as high competition, changing market preferences, and other external factors. This study aims to analyze the marketing strategies used by Cuan Market to retain and attract seller participation. The results of this study are expected to contribute to the development of marketing studies in the context of community events and serve as a practical reference for organizers of similar events in Indonesia.
Pengelolaan Bongkar Muat dalam Meningkatkan Efisiensi Kinerja Operasi: Studi Kasus PT Pelindo Branch Gresik Fera Kurnianingsih; R. Yuniardi Rusdianto
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emba.v5i2.3563

Abstract

Penelitian ini bertujuan untuk menganalisis pengelolaan bongkar muat dalam meningkatkan efisiensi kinerja operasi di PT Pelindo Multi Terminal Branch Gresik dengan fokus pada unit Pelabuhan Rakyat (Pelra). Metode penelitian yang digunakan adalah metode deskriptif kualitatif melalui kegiatan magang mandiri, observasi langsung, wawancara dengan pihak terkait, serta analisis dokumen operasional. Hasil penelitian menunjukkan bahwa alur bisnis bongkar muat telah terstandarisasi dan terintegrasi secara digital melalui sistem Pelindo Terminal Operating System–Multipurpose (PTOS-M). Namun, pada unit Pelra masih ditemukan kendala administratif berupa ketidaklengkapan penyerahan surat jalan oleh sopir truk yang berdampak pada akurasi data realisasi bongkar muat dan efisiensi administrasi. Kesimpulan penelitian menunjukkan bahwa penguatan pengendalian administrasi dan peningkatan koordinasi operasional diperlukan untuk meningkatkan efisiensi kinerja operasi secara menyeluruh.
Analisis Pelaksanaan Proses Bisnis Pengadaan Logistik Non Semen di Semen Indonesia Cooperative Najwa Sekar Maulidha; R. Yuniardi Rusdianto
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emba.v5i2.3590

Abstract

Penelitian ini bertujuan untuk menganalisis pelaksanaan proses bisnis pengadaan logistik non semen di Semen Indonesia Cooperative (SIC) sebagai bentuk implementasi administrasi bisnis berbasis digital dalam mendukung efektivitas operasional organisasi. Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Teknik pengumpulan data dilakukan melalui observasi langsung, partisipasi aktif selama kegiatan magang, serta studi dokumentasi terhadap dokumen pengadaan dan sistem informasi internal perusahaan. Hasil penelitian menunjukkan bahwa proses bisnis pengadaan logistik non semen di SIC telah berjalan secara terstruktur dan terintegrasi antar unit kerja, mulai dari penerimaan dokumen pemasok, verifikasi administrasi, penginputan data ke dalam sistem, hingga pengiriman dokumen ke divisi akuntansi. Pemanfaatan sistem informasi digital, seperti Sistem Perdagangan Bahan Bangunan (PBB) dan Sistem Informasi Financial Accounting (SIFINA), berperan dalam meningkatkan efisiensi, akurasi, transparansi, dan akuntabilitas proses administrasi. Namun demikian, masih ditemukan beberapa kendala, antara lain keterlambatan penginputan data dan ketidaksesuaian dokumen, khususnya terkait pencatatan kuantitas dan retur. Oleh karena itu, diperlukan peningkatan ketelitian, standardisasi dokumen, serta penguatan koordinasi antar unit kerja guna mengoptimalkan kinerja proses bisnis pengadaan logistik non semen di SIC.
Jurnal Menu Variety, Price, And Service Quality Drive Catering Purchases: Keragaman Menu, Harga, dan Kualitas Layanan Menjadi Faktor Penentu dalam Keputusan Pembelian Jasa Katering Damayanti, Diana Putri; Rusdianto, R. Yuniardi
Academia Open Vol. 11 No. 1 (2026): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.11.2026.13535

Abstract

General Background: The catering industry has experienced significant growth driven by increasing demand for food services across various events, requiring businesses to adopt effective marketing strategies to attract consumers. Specific Background: Catering providers offer diverse menu options, competitive pricing, and service quality to meet customer preferences and support purchasing decisions. Knowledge Gap: Previous studies have reported inconsistent findings regarding the roles of menu variety and price in shaping purchasing decisions, necessitating further empirical investigation. Aims: This study examines the relationships between menu variety, price, and service quality and purchasing decisions at a catering business in Sidoarjo. Results: Using a quantitative causal comparative approach with 100 respondents and multiple regression analysis, the findings show that menu variety (β = 0.307; p = 0.007), price (β = 0.366; p = 0.001), and service quality (β = 0.358; p < 0.001) each demonstrate positive and significant relationships with purchasing decisions, both partially and simultaneously (F = 33.080; p < 0.001). Novelty: This study confirms the combined and individual roles of key marketing variables within a single empirical model in the catering context. Implications: The findings provide practical guidance for catering businesses to prioritize diversified menus, appropriate pricing, and improved service quality to support consumer purchasing decisions. Highlights: All examined variables show statistically significant positive relationships with consumer choices. Simultaneous testing confirms the combined role of marketing variables in decision formation. Regression results indicate consistent contributions across all independent factors. Keywords: Menu Variety, Price, Service Quality, Purchasing Decision
Brand Image, Awareness And Price Perception Drive Generation Z Purchase Intention : Citra Merek, Kesadaran Merek, dan Persepsi Harga Mendorong Niat Beli Generasi Z Ramadanti, Arin Oktavia; Rusdianto, R Yuniardi
Academia Open Vol. 11 No. 1 (2026): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.11.2026.13371

Abstract

General Background The rapid growth of the fashion industry requires firms to understand consumer behavior, particularly purchase intention as a key indicator of decision-making. Specific Background In the context of local fashion brands, Generation Z consumers exhibit critical and selective preferences shaped by brand-related perceptions. Knowledge Gap Limited empirical evidence examines the combined role of brand image, brand awareness, and price perception in shaping purchase intention for local fashion products within a specific urban context. Aims This study aims to analyze the relationships between brand image, brand awareness, and price perception and the purchase intention of Colorbox products among Generation Z in Surabaya. Results Using a quantitative approach with 100 respondents and multiple linear regression, the findings reveal that all three variables demonstrate positive and significant relationships with purchase intention, both simultaneously and partially, with price perception showing the strongest coefficient. The model explains 61.4% of the variance in purchase intention. Novelty This study provides an integrated empirical assessment of cognitive and perceptual factors influencing purchase intention in the local fashion sector, focusing on Generation Z consumers in an urban Indonesian setting. Implications The findings suggest that local fashion brands should prioritize strengthening brand associations, increasing brand recognition, and maintaining competitive pricing strategies to sustain consumer purchase intention. Highlights: Price-related evaluation shows the highest contribution among examined variables. Brand recognition and association both demonstrate statistically significant relationships. The model accounts for over half of variance in consumer buying tendency. Keywords : Purchase Intention, Brand Image, Brand Awareness, Price Perception, Generation Z
Penerapan Strategi Marketing Dalam Pembuatan Konten Menggunakan Softselling Dan Hardselling Pada Tiktok Untuk Meningkatkan Brand Awareness Kisana R. Yuniardi Rusdianto; Andri Rizal Setiawan
Jurnal Riset dan Inovasi Manajemen Vol. 2 No. 1 (2024): Februari: Jurnal Riset dan Inovasi Manajemen
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v2i1.2548

Abstract

Marketing strategy is an effective strategy to increase company brand awareness. As social media develops quite rapidly, many companies use social media to market and introduce their products. To be able to attract an audience on social media, one of which is Tiktok, you need content that is interesting and follows developments in trends. PT Otak Kanan is a company that operates in the creative industry sector and has subsidiaries, one of which is Kisana, which is a hair removal cream product brand. This brand has problems with branding that is not optimal because this brand is still relatively new. Therefore, this research aims to observe, find out, provide solutions, and be involved directly using the method of implementing active participant observation in creating content marketing using soft selling and hard selling on Tiktok to increase brand awareness. Social media also plays a key role in marketing for brand awareness. The results show that creating interesting creative content by implementing softselling and hardselling on social media platforms such as Tiktok can increase company brand awareness.
Analisis Implementasi Pendampingan Keuangan Dan Strategi Digital Marketing Terhadap Pengembangan Usaha Mustalik Dalam Program EMAS LMI Syalaisa Amani Fatihah; R. Yuniardi Rusdianto
Jurnal Riset dan Inovasi Manajemen Vol. 2 No. 1 (2024): Februari: Jurnal Riset dan Inovasi Manajemen
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v2i1.2551

Abstract

The Community Economic Program (EMAS) has an important role in the community, especially to provide support to community groups and individuals who have potential with the aim of increasing income with various efforts, namely providing access to business capital, training, and guidance needed to advance the business. With the current era shifting to digitalization, it is necessary to implement it as a form of mustahik business development. The purpose of the study is to analyze the implementation of the results and impact of business development assistance in the form of financial report assistance and digital marketing on the Community Economy program. This study used field research methods by collecting data through direct observation and focus group discussions. The collected data was analyzed descriptively to identify the success of the implementation of the interventions that have been given to the Community Economic Program (EMAS) KSM Malang. The results showed that this EMAS program can have a positive impact on the development and increase of mustahik business in increasing the number of consumers after being provided with financial report assistance and introducing digital marketing to LMI assisted mustahik.
Implementasi Penggunaan Layanan Pengadaan Secara Elektronik (LPSE) Terhadap Proses Pengadaan Barang Dan Jasa Di PT Xyz Mitha Anggisna Angreini; R. Yuniardi Rusdianto
Jurnal Riset dan Inovasi Manajemen Vol. 2 No. 1 (2024): Februari: Jurnal Riset dan Inovasi Manajemen
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59581/jrim-widyakarya.v2i1.2662

Abstract

This study explores the implementation of Electronic Procurement Service (LPSE) and its impact on the procurement processes for goods and services. The research focuses on understanding how the adoption of LPSE influences efficiency, transparency, and accountability in the procurement activities of organizations. Through a comprehensive analysis, the study evaluates the integration of LPSE in streamlining the procurement workflow, reducing manual intervention, and enhancing communication between stakeholders. The findings highlight the advantages and challenges associated with the electronic procurement system, shedding light on potential improvements for optimal utilization. The study contributes to the broader discourse on digital transformation in procurement, emphasizing the need for organizations to adapt and leverage technology to enhance overall procurement effectiveness.
Co-Authors Adelia, Nabila Ais Mariya Ulva Alfina Rahma Nazilal Mubarok Alodiya Sifa Meiyantika Amalia Aisyah Putri Andramaya Kusuma Ningtyas Andri Rizal Setiawan Annisa Cindy Maurina Ardhita, Dynda Sovia Aryanta, Agnesya Putri Avita Agustin Listiawan Bhakti, Yogi Surya Candani, Ayu Meiratara Karunika Meta Charles Fernando Marpaung Cintia Nur Halimatussa’diyah Damayanti, Affiva Lindi Damayanti, Diana Putri Daniel Putra Prastyawan Daniel Putra Prastyawan Dhiya Ul Hikmah Dhiya Ul Hikmah Dinar Pramadhani Diva Faridathul Ilmi Elvira Aprilia Primastika Erica Trisnawati Erwina Putrikuri, Kharisma Euis Jihan Nur Faadhilah Farahsalsabil Yudhiane Cantika Farikhah Nur Azizah Fauziyyah Hadi Fera Kurnianingsih Fidiyah Ika Nur Rohmah Fikha Fitriyah Fira Rosida Fitri Auliya Rijali Hudiyah, Intan Fairuz Indra, Felicia Aurelia Putri Intan Dwi Cahyani, Intan Dwi Lilyana Fransiska Sinaga Madona Diadora Maurina, Annisa Cindy Merlina Aris Fitria Dewi Mitha Anggisna Angreini Mustabsyiroh Kumala Naila Salsa Nabila Najwa Sekar Maulidha Naurah Zulfa Salsabila Nila Amelia Aji Ninda Nur Aprilia Novia Ramadhani Gaffar Nur Bany, Maulyna P.D, Abdul Chofit Muklis Pratama, Duta Akbar Puspakaritas, Ferdiana Nur Putri, Salwa Az Zhahra Putry Meysa Selvina Ra Nadia Triyana Serli Rahmatin, Devina Zulia Ramadanti, Arin Oktavia Ramadhani, Oktavia Regita Restiatin Restiatin Risa Bonani Prastika Robby Aditya Robby Aditya Rohmah, Fidiyah Ika Nur Rohmatin, Ana Fitria Roisyah Puspa Sari Rosida, Fira Salma, Fatiha Savira Maslihatul Mamlu’ah Sekar Harum Puspita Silmi Rahmani Siti hidayatul Khoirun Nisa' Sven Inggil Anugerah Kretarto Syalaisa Amani Fatihah Tarissa Seshita Hadi Veronica Mechy Luklu'ul Firdaus Wardah, Fitri Aulia Widyana Dini Maylinda Wildan Jovian Wahyu Tyas Saputra Zefania Mikha Manurung Zidane Prakoso