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All Journal Jurnal Terapan Abdimas EKONOMIS : Journal of Economics and Business SENTRALISASI Almana : Jurnal Manajemen dan Bisnis Jurnal Manajerial Community Engagement and Emergence Journal (CEEJ) ASSET: Jurnal Manajemen dan Bisnis Journal of Entrepreneurship & Business Jurnal Arastirma Jurnal Indonesia Sosial Sains Indonesian Research Journal on Education Innovative: Journal Of Social Science Research Proceeding of International Conference on Social Science and Humanity

Wahna Widhianingrum, Wahna

Unknown Affiliation

Author-ID : 619892

Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Neuroscience Physics Public Health Social Sciences Other

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Online Review And Social Influence: Key Factors In Increasing Impulsive Buying And Self Control As Moderation Kumala, Masria; Santoso, Adi; Widhianingrum, Wahna
Jurnal Manajerial Vol 11 No 01 (2024): Jurnal Manajerial
Publisher : Program Studi Manajemen Universitas Muhammadiyah Gresik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30587/jurnalmanajerial.v11i01.6998

Background – Lack of self-control that exists in consumers in making a purchase decision so that impulsive buying often occur which are influenced by external factors. Aim – The purpose of this study is to prove the relationship between online review variables and social influence on impulsive buying and how the role of self-control as a moderation variable on the influence of online reviews and social influence on impulsive buying of Shopee consumers. Design/ methodology/ approach – This research is a quantitative research with a data collection method using a questionnaire distributed via google form to 100 respondents with purposive sampling techniques. Data measurement uses a Likert scale of one to five. The data analysis used in this study is SEM (Structural Equation Modelling) through the SMART PLS 4.0 application with a moderating analysis model. Findings – The results showed that online reviews had a significant effect on impulsive buying of Shopee consumers, social influence not have a significant effect on impulsive buying of Shopee consumers, and self control acted as moderation in the influence of online reviews on impulsive buying, as well as self control doesn’t act as moderation on the influence of social influence on impulsive buying of Shopee consumers. Conclusion - Impulsive buying in e-commerce is solely influenced by online reviews, self-control cannot have an influence on this impulsive buying. So the rhythm of impulsive buying will remain in e-commerce and cannot be stopped. Research implication – This research has important implications for consumers and Shopee companies, it will be useful for consumers when consumers can reduce impulsive habits and strengthen self-control that exists in themselves so that they are able to distinguish buying an item based on needs not wants. Then, it will be useful for the Shopee company, judging from the impulsive habits of Shopee consumers, this can be used as an improved strategy for Shopee to increase sales at the Shopee company. Limitations – This study shows that the results of R-Square are included in the moderate category, so that the influence of the independent variable on the dependent variable is only 29.7%, of which the remaining 70.3% is influenced by other variables

The Role of Transformational Leadership Style, Work Motivation and Organizational Climate in Its Influence on Innovative Work Productivity Indriani, Ella; Widhianingrum, Wahna; Setiawan, Fery
SENTRALISASI Vol. 13 No. 2 (2024): Sentralisasi
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v13i2.3200

This research aims to know influence leadership style transformational, work motivation and organizational climate on innovative work productivity among UD employees. Putra Agung Madiun partial nor simultaneous. Population in study This is employee UD. Son great Madiun amount 73 employee. Data taken use instrument questionnaire. Testing analysis data quality using validity tests and reliability tests. The data analysis method used is linear regression multiple. Hypothesis test using test coefficient regression wise damn (test t), significance test simultaneous and determinant coefficient. Result j of this research show that (1) Transformational leadership style has a positive and significant effect on innovative work productivity in UD. Son great Madiun.; (2) Motivation Work positive influence And significant to innovative work productivity at UD. Putra Agung Madiun; (3) Organizational climate has a positive and significant effect on innovative work productivity at UD. Putra Agung Madiun; (4) Transformational leadership style, work motivation And organizational climate significant effect on innovative work productivity at UD. Great Son of Madiun.

PELATIHAN AKUNTANSI DAN WIRAUSAHA PENGELOLA BANTUAN DAN PENERIMA BANTUAN PROGRAM JALIN MATRA PENANGGULANGAN KERENTANAN KEMISKINAN PROVINSI JAWA TIMUR TAHUN 2016 DI DESA KAIBON KECAMATAN GEGER KABUPATEN MADIUN Cendriono, Nanang; Ardiana, Titin Eka; Widhianingrum, Wahna
Jurnal Terapan Abdimas Vol 3, No 1 (2018)
Publisher : UNIVERSITAS PGRI MADIUN

Abstract. Implementation of Poverty Matriculation Mitigation (PK2) Program in Kaibon Village, Geger Sub-district, Madiun District is a model of pilot activity in the framework of testing the process and the result of the activity so that it can be known the level of effectiveness and improvement efforts on the implementation of programs or activities that are larger and spacious. The objectives of community service at Jalin Matra PK2 Program in Kaibon Village are: (a) To encourage vulnerable villagers of Kaibon Village to be able to overcome their own vulnerability based on local social-economic potential in their village; (b) Encourage the vulnerable community of Kaibon Village to conduct productive economic activities based on the local socio-economic potential of the village, and (c) Encouraging the growth and development of Kaibon Village to be able to manage community empowerment activities, poverty alleviation and village economics. The target of community devotion of Jalin Matra Penanggulangan PK2 Program in Kaibon Village is target household (RTS) of PK2 beneficiaries and BUMDDa Kaibon village PK2 aid managers whose value is Rp. 100,000,000 received by East Java Provincial Government in 2016 through Jalin Matra Program. The selected target audience is the member of BUMDesa and the Beneficiary of Jalin Matra PK2 of Kaibon Village, Geger Sub-district, Madiun Regency, amounting to 17 people. The dedication to beneficiaries PK2 and BUMDDa Kaibon Jalin Matra beneficiaries include (1) Training Accounting to BUMDesa Kaibon as a fund manager of Jalin Matra PK2 Rp. 100.000.000, - (2) Entrepreneurship training for PK2 loan beneficiaries in Kaibon village, and (3) Submission of marketing technique of PK2 Program recipient business in Kaibon Village, Geger District, Madiun District. The result of Community Service at Jalin Matra PK2 Program in Kaibon Village is the training activity was held on 22 September 2017 at 15.30 WIB, located in Kaibon Village, Geger Sub-district, Madiun Regency. Participants of the training are members of BUMDesa and Recipients of the Constituents of Constituent of Kayu Matra PK2 of Kaibon Village totaling 17 people. So the conclusion after the accounting and entrepreneurship training activities for members of BUMDesa and beneficiaries of Jalin Matra PK2 Desa Kaibon to improve the financial performance of village government and business activities for beneficiaries in order to run smoothly. All participants enthusiastically attended the event to completion and felt the benefits of training for the progress of their business.Keywords: Improvement of Herbal Medicine Business, Jalin Matra Program Beneficiary Abstrak. Pelaksanaan Program Jalin Matra Penanggulangan Kerentanan Kemiskinan (PK2) di Desa Kaibon, Kecamatan Geger, Kabupaten Madiun adalah sebagai model kegiatan percontohan dalam rangka pengujian proses maupun hasil kegiatan sehingga dapat diketahui tingkat efektifitas serta upaya-upaya perbaikan pada implementasi program atau kegiatan yang skalanya lebih besar dan luas. Tujuan pengabdian masyarakat pada Program Jalin Matra PK2 di Desa Kaibon antara lain: (a) Mendorong masyarakat rentan Desa Kaibon agar mampu mengatasi kerentanannya sendiri berdasarkan pada potensi sosial ekonomi lokal di desanya, (b) Mendorong agar masyarakat rentan Desa Kaibon mampu melakukan kegiatan ekonomi produktif berdasarkan pada potensi sosial ekonomi lokal di desanya, dan (c) Mendorong tumbuh dan berkembangnya BUMDesa Kaibon supaya mampu mengelola kegiatan pemberdayaan masyarakat, penanggulangan kemiskinan dan perekonomian desa. Sasaran pengabdian masyarakat Program Jalin Matra Penanggulangan PK2 di Desa Kaibon adalah rumah tangga sasaran (RTS) penerima bantuan PK2 dan BUMDesa Kaibon pengelola bantuan PK2 yang nilainya Rp. 100.000.000,- yang menerima dari Pemerintah Provinsi Jawa Timur pada tahun 2016 lewat Program Jalin Matra. Khalayak sasaran yang dipilih adalah anggota BUMDesa dan Penerima Bantuan Jalin Matra PK2 Desa Kaibon, Kecamatan Geger, Kabupaten Madiun yang berjumlah 17 orang. Adapun pengabdian terhadap penerima bantuan PK2 dan BUMDesa Kaibon penerima bantuan Jalin Matra meliputi (1) Pelatihan Akuntansi kepada BUMDesa Kaibon sebagai pengelola dana bantuan Jalin Matra PK2 yang nilainya Rp. 100.000.000,- (2) Pelatihan wirausaha terhadap penerima pinjaman PK2 di desa Kaibon, dan (3) Penyampaian Teknik pemasaran usaha penerima pinjaman Program PK2 di Desa Kaibon Kecamatan Geger Kabupaten Madiun. Hasil dari Pengabdian Masyarakat pada Program Jalin Matra PK2 di Desa Kaibon adalah Kegiatan pelatihan ini dilaksanakan pada tanggal 22 September 2017 waktu pukul 15.30 WIB, yang bertempat di Desa Kaibon, Kecamatan Geger, Kabupaten Madiun. Peserta pelatihan adalah anggota BUMDesa dan Penerima Bantuan Jalin Matra PK2 Desa Kaibon yang berjumlah 17 orang. Sehingga kesimpulannya setelah kegiatan pelatihan akuntansi dan kewirausahaan bagi anggota BUMDesa dan penerima bantuan Jalin Matra PK2 Desa Kaibon untuk meningkatkan kinerja keuangan pemerintahan desa dan kegiatan usaha bagi penerima bantuan agar bisa berjalan dengan lancar. Semua peserta antusias mengikuti acara hingga selesai dan merasakan manfaat pelatihan bagi kemajuan usaha mereka. Kata kunci : Peningkatan Usaha Jamu, Penerima Bantuan Program Jalin Matra

PROGRAM SOLUTIF PADA USAHA BANK SAMPAH KELOMPOK KERJA PKK DESA NGABAR, SIMAN, PONOROGO Setiawan, Fery; Widhianingrum, Wahna; Kurniasih, Ranti
Jurnal Terapan Abdimas Vol 7, No 1 (2022)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/jta.v7i1.10581

Abstract. Garbage which is in the spotlight of many people has become something of great concern in Ngabar village, especially inorganic waste. Some time ago, when participating in a village competition at the provincial level, they carried out waste collection activities and processed them into handicrafts that had economic value, but after the announcement of the 2nd winner, waste management and processing was not sustainable. This is due to the lack of motivation and knowledge of human resources in processing inorganic waste into a craft that has economic value. In addition, the marketing of the products is also a problem for this Pokja. The output target is to produce handicraft products that are processed by quality inorganic waste and are able to attract local and regional markets through online marketing (e-commers) as well as the emergence of motivation for existing human resources to be more empowered in processing household waste. The method used is counseling on improving human resources for PKK women and forming a small group of DASAWISMA management who are equipped with knowledge related to waste bank management, inorganic waste management and marketing techniques for production. From these activities, management will also be formed Dasawisma who will be the garbage collector and direct buyer of the waste products which will eventually market the product online. Abstrak. Sampah yang menjadi sorotan banyak kalangan menjadi sesuatu yang sangat memprihatinkan di desa Ngabar, utamanya sampah anorganik. Beberapa waktu lalu saat mengikuti lomba desa tingkat provinsi melakukan kegiatan pengumpulan sampah dan mengolahnya menjadi kerajinan yang bernilai ekonomis, namun setelah pengumuman pemenang mendapat juara 2, pengelolaan dan pengolahan sampah tidak ada keberlanjutan. Hal ini disebabkan karena kurangnya motivasi dan pengetahuan SDM dalam mengolah sampah anorganic menjadi suatu kerajinan yang bernilai ekonomis. Selain itu, pemasaran hasil produksi juga menjadi masalah bagi Pokja ini. Tujuan dari kegiatan pengabdian ini adalah meningkatkan kemampuan mitra dalam mengelola organisasi serta secara spesifik menambah keterampilan pengolahan sampah serta pemasaran produk yang dimiliki mitra. Target luaran menghasilkan produk kerajinan hasil olahan limbah sampah anorganik yang berkualitas dan mampu menarik pasar local maupun regional melalui pemasaran secara online (e-commers) serta munculnya motivasi bagi SDM yang ada agar lebih berdaya dalam pengolahan limbah sampah rumah tangga. Metode yang digunakan dengan penyuluhan peningkatan SDM terhadap ibu-ibu PKK dan dibentuk kepengurusan kelompok kecil DASAWISMA yang dibekali pengetahuan terkait pengelolaan bank sampah, pengolahan limbah sampah anorganik dan teknik pemasaran hasil produksi. Hasil kegiatan pengabdian ini adalah meningkatnya kemampuan mitra dalam hal organisasi, hal ini dibuktikan dengan lebih tertatanya system dan proses kerja organisasi. Adapun produk yang dihasilkan adalah souvenir bunga yang terbuat dari limbah plastic. Selain itu, keterampilan mitra dalam membuat strategi perencanaan pemasaran secara online juga meningkat.

A Study of Player Behavior And Social Influences to Purchase Intention Mobile Legends: Bang Bang In-Game Item Subarkah, Windu Praditiyo; Santoso, Adi; Widhianingrum, Wahna
Journal of Entrepreneurship and Business Vol. 4 No. 3 (2023): Journal of Entrepreneurship and Business (October)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v4i3.5639

Purpose: This quantitative study aims to analyze the interest in buying items and skins in the online game Mobile Legends in Indonesia, especially in East Java Province by looking at the psychological and social factors of game players. Player behavior is a psychological factor and social factors are social influence variables. Design/methodology/approach: The number of samples in this study was 310, the sampling method used purposive sampling. Respondents are active Mobile Legends game players who have participated in answering our research questionnaire. The data collection method uses online questionnaire distribution using Google Forms. Measurement of data using answers with a Likert scale of 1 to 10 with 1 point strongly disagree and 10 points strongly agree. Data were analyzed using the PLS-SEM method using Smart PLS 3.0 software. Findings: Player behavior includes achievement, challenge, escapism, and social interaction. Social influences consist of network externality and community involvement. The results of our research show that player behavior consists of achievement, challenge, escapism, and social influences such as network externality, and community involvement have a significant positive effect on Purchase Intention. Originality/value: This study explores the purchase intention of virtual item in the mobile legends game using the uses and gratifications theory (U&G). The application of U&G theory is seen from the behavior of the players. Social influences is also applied to see the influence from outside the players.

Pengaruh Rasa Memiliki, Komunikasi, dan Kerjasama Tim terhadap Kinerja Anggota Unit Kegiatan Mahasiswa PSRM Simo Budi Utomo Zulfian, Zola; Widhianingrum, Wahna; Setyawan, Fery
ASSET: Jurnal Manajemen dan Bisnis Vol 7, No 2 (2024): Desember
Publisher : Universitas Muhammadiyah Ponorogo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24269/asset.v7i2.10008

Ketika anggota merasa mereka adalah bagian dari organisasi, mereka lebih termotivasi untuk berkontribusi secara maksimal, komunikasi yang baik sangat penting untuk memastikan informasi tersampaikan dengan jelas dan tepat waktu. Anggota yang bekerja dalam tim seringkali merasa lebih termotivasi dan didukung oleh rekan-rekan mereka, yang membantu meningkatkan kinerja individu dan tim secara keseluruhan. Hal ini memungkinkan anggota memahami tugas mereka dan bagaimana mereka harus melaksanakannya. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. populasi penelitian ini adalah seluruh Pengurus dan Anggota di UKM PSRM Simo Budi Utomo pada periode 2020-2023 yang berjumlah 40 orang yang juga digunakan sebagai sampel, Variabel bebas (independen) (X1) Rasa Memiliki, (X2) Komunikasi, dan (X3) Kerjasama Tim terhadap Variabel dependen (terikat) (Y) Kinerja Anggota dengan metode analisis data Uji Instrumen. menunjukkan bahwa nilai F hitung 23,482 F tabel 2,86 dan Sig. sebesar 0,000. Hasil tersebut berarti ketiga variabel bebas meliputi Rasa Memiliki (X1), Komunikasi (X2), Kerjasama Tim (X3) secara simultan berpengaruh terhadap variabel terikat.

Pengaruh Social Media Marketing Activities, Customer Trust, dan Customer Experience Terhadap Loyalitas Customer pada Ponorogo Olshop Murah Ferdiana, Luluk Rizki; Rapini, Titi; Widhianingrum, Wahna
Community Engagement and Emergence Journal (CEEJ) Vol. 6 No. 3 (2025): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v6i3.8746

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activities, Customer Trust, dan Customer Experience terhadap loyalitas pelanggan pada Ponorogo Olshop Murah. Metode yang digunakan adalah kuantitatif dengan pendekatan asosiatif. Hasil penelitian menunjukkan bahwa secara parsial, ketiga variabel tersebut berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Aktivitas pemasaran melalui media sosial yang aktif dan efektif terbukti mampu meningkatkan loyalitas pelanggan. Kepercayaan pelanggan terhadap integritas bisnis, transparansi informasi produk, dan keamanan transaksi juga menjadi faktor penting dalam membangun loyalitas. Selain itu, pengalaman pelanggan menjadi variabel paling dominan yang memengaruhi loyalitas pelanggan. Secara simultan, ketiga variabel tersebut memberikan kontribusi signifikan dalam membentuk loyalitas pelanggan Ponorogo Olshop Murah. Temuan ini menekankan pentingnya strategi pemasaran media sosial, pembangunan kepercayaan, dan peningkatan pengalaman pelanggan untuk mempertahankan loyalitas pelanggan dalam lingkungan bisnis.

THE INFLUENCE OF COMMUNICATION, TEAMWORK, AND LEADERSHIP ON EMPLOYEE PERFORMANCE AT PT SYNCORE INDONESIA Albisri , Muhammad Abdurrauf; Widhianingrum, Wahna; Purwaningrum, Titis
Proceeding of International Conference on Social Science and Humanity Vol. 1 No. 1 (2024): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v1i1.2

General Background: Effective communication, teamwork, and leadership are pivotal elements influencing employee performance in contemporary organizations. Specific Background: However, there is limited empirical evidence on the distinct and combined impacts of these factors in specific organizational contexts. Knowledge Gap: The literature lacks focused studies on how these variables interact to affect employee performance, particularly in Indonesian companies. Aims: This study aims to examine the effect of communication, teamwork, and leadership on employee performance at PT Syncore Indonesia using a quantitative approach. Results: Utilizing SPSS for data analysis, the study found that communication, teamwork, and leadership are positively and significantly correlated with employee performance. Specifically, effective communication enhances task clarity and reduces misunderstandings, improving performance. Good teamwork fosters efficiency and innovation, while supportive leadership boosts motivation and commitment. Novelty: The research contributes novel insights by demonstrating the individual and interactive effects of these variables in a specific organizational setting, thereby filling a gap in the existing literature. Implications: The findings underscore the importance for PT Syncore Indonesia to continuously develop communication strategies, foster teamwork, and implement supportive leadership practices to enhance overall employee performance. This study provides practical implications for management to formulate strategies and policies aimed at improving productivity and organizational effectiveness.

INFLUENCE OF COUNTRY OF ORIGIN, BRAND IMAGE, AND PERCEIVED QUALITY ON INTEREST IN BUYING NMAX BRAND MOTORS IN PONOROGO (CASE STUDY OF PONOROGO DISTRICT COMMUNITY) Ndini, Nofita Krisna; Setyawan, Fery; Widhianingrum, Wahna
Proceeding of International Conference on Social Science and Humanity Vol. 1 No. 1 (2024): Proceeding of International Conference on Social Science and Humanity
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/icossh.v1i1.6

General Background: In the competitive motorcycle industry, factors such as Country of Origin (COO), Brand Image, and Perceived Quality significantly influence consumer purchasing decisions. Specific Background: Understanding the influence of these factors on consumer interest, particularly for popular models like the Yamaha NMAX, is crucial for effective marketing strategies in specific regions such as Ponorogo. Knowledge Gap: However, limited research has been conducted to explore the simultaneous effects of these variables on consumer purchasing interest, especially in less urbanized areas like Ponorogo, where consumer preferences may differ from urban centers. Aims: This study aims to analyze the influence of COO, Brand Image, and Perceived Quality on the interest in purchasing Yamaha NMAX motorcycles in Ponorogo, both individually and collectively. Results: The findings indicate that while COO has a statistically significant influence, the relationship is negative, suggesting that other factors outweigh the impact of COO in shaping purchase interest. Conversely, Brand Image and Perceived Quality both exhibit positive and significant effects on consumer interest, highlighting their roles as critical determinants in the purchasing decision process. Novelty: The study's novelty lies in its exploration of these variables in a less-studied, regional context, providing new insights into consumer behavior outside major urban centers. Implications: The results suggest that marketing strategies for Yamaha NMAX in Ponorogo should prioritize enhancing Brand Image and Perceived Quality rather than emphasizing COO, as these factors are more influential in driving purchase interest. These findings contribute to a nuanced understanding of regional consumer behavior, which can inform targeted marketing efforts and product positioning in similar contexts.

Pengaruh Pengetahuan Produk dan Endorser terhadap Keputusan Pembelian Produk Makanan Online dengan Testimoni Pelanggan Sebagai Variabel Mediasi pada Anggota Karang Taruna Gupolo dan Polorejo Kecamatan Babadan Kabupaten Ponorogo Alfiansyah, Farid; Kristiyana, Naning; Widhianingrum, Wahna
Indonesian Research Journal on Education Vol. 5 No. 2 (2025): Irje 2025
Publisher : Fakultas Keguruan dan Ilmu Pendidikan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/irje.v5i2.2197

Penelitian ini mengkaji pengaruh pengetahuan produk dan endorser terhadap keputusan pembelian produk makanan secara online, dengan testimoni pelanggan sebagai variabel mediasi. Fokus penelitian ini adalah pada anggota Karang Taruna Gupolo dan Polorejo di Kecamatan Babadan, Kabupaten Ponorogo. Penelitian ini menyoroti pentingnya pengetahuan produk, yang mencakup berbagai aspek seperti kategori produk, merek, teknologi, fitur, harga, dan keyakinan konsumen terhadap produk. Menurut Engel et al., tingkat pengetahuan produk yang lebih tinggi memungkinkan konsumen untuk membuat pilihan yang lebih informasi dan memuaskan saat berbelanja online. Penelitian ini juga mengkaji peran endorser, khususnya daya tarik mereka, dalam mempengaruhi keputusan konsumen. Penelitian ini berpendapat bahwa kredibilitas dan daya tarik endorser dapat secara signifikan mempengaruhi efektivitas strategi pemasaran. Selain itu, penelitian ini menekankan perlunya konsumen untuk selektif saat berbelanja online, karena mereka harus mengevaluasi informasi produk untuk memastikan bahwa produk tersebut memenuhi kebutuhan mereka. Hasil penelitian menunjukkan bahwa testimoni pelanggan, yang ditandai dengan pengakuan, kredibilitas, spontanitas, dan rekomendasi, memainkan peran penting dalam membentuk keputusan pembelian. Memahami pengetahuan konsumen tentang produk sangat penting bagi bisnis untuk secara efektif memenuhi kebutuhan pelanggan dan meningkatkan pengalaman pembelian mereka. Secara keseluruhan, penelitian ini memberikan kontribusi terhadap pemahaman tentang bagaimana pengetahuan produk dan endorser mempengaruhi perilaku pembelian online, serta memberikan wawasan berharga bagi pemasar yang ingin mengoptimalkan strategi mereka di pasar digital.

Co-Authors A'yunin, Azna Sabrina Qurota Adhi Pradana, Bagas Meiwan Adi Santoso Albisri , Muhammad Abdurrauf Alfiansyah, Farid Aprylia, Regyta Ayuningtyas, Eka Destriyanto Pristi Cendriono, Nanang Dewi, Alvianita Kusuma Diana Pramudya Wardhani Faradiba, Elsera Ferdiana, Luluk Rizki Fery Setiawan Fery Setyawan Indriani, Ella Kumala, Masria Kurniasih, Ranti Laurensya, Syamtya Maharika Lestari, Rizka Dwi Lutviansyah, Alfredo Maryunitasari, Siska Naning Kristiyana, Naning Ndini, Nofita Krisna Nugroho, Rio Fajar Pradhana, Ramandha Arya Pratama, Dendi Eka Purwaningrum, Titis Salsabila, Roisul Kripsiana Shabrina, Yuniar Nur Subarkah, Windu Praditiyo Titi Rapini, Titi Titin Eka Ardiana, Titin Eka Wijianto Wijianto Zakaria, Wahid Febryan Zulfian, Zola

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