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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Sosioteknologi Panggung Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Besaung : Jurnal Seni Desain dan Budaya Jurnal Ilmiah Edunomika (JIE) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal Of Science, Technology & Management (IJSTM) Asian Management and Business Review Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Jurnal Pengabdian Masyarakat Akademisi Annals of Human Resource Management Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Eduvest - Journal of Universal Studies eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Inovasi Global Jurnal Penelitian Pendidikan Indonesia Adpebi Science Series International Journal of Accounting and Management Information Systems
Heppy Millanyani
Universitas Telkom
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The effect of social media marketing, electronic word-of-mouth, brand image on purchase intention Ramadhan, Aldan Mutia; Millanyani, Heppy
JPPI (Jurnal Penelitian Pendidikan Indonesia) Vol 10, No 4 (2024): JPPI (Jurnal Penelitian Pendidikan Indonesia)
Publisher : Indonesian Institute for Counseling, Education and Theraphy (IICET)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/020244176

Abstract

Social media has the huge impact nowadays era. Every sector uses social media as one tool to engaged with to viewer instead of marketing.  This research focuses on the process of selecting a coffee shop, exploring the influence of factors such as social media marketing, brand image, and eWOM on consumer purchase intention. The study employs the SEMPLS method to investigate the relationships between Social Media Marketing, eWOM, Brand Image, and Purchase Intention among consumers in Kuningan. Data were collected from consumer responses in Kuningan. This research is using quantitative approach, data collected using a questionnaire with the sample size comprises 150 consumers in Kuningan. Whereas it. Findings indicate that social media marketing significantly influences purchase intention, brand image, and electronic word-of-mouth (eWOM) within the coffee industry of Kuningan. Positive eWOM correlates with higher purchase intentions. However, contrary to expectations, brand image did not demonstrate a significant impact on purchase intention. For coffee shop owner, these findings offer actionable insights into crafting effective marketing strategies tailored to the unique dynamics of smaller town contexts. By understanding and leveraging these nuances, businesses can better position themselves amidst fierce socicompetition, ultimately enhancing their market presence and consumer appeal.
The effect of personal factors and situational factors on impulse buying on Tiket.com users in Indonesia Fitri, Fatharani Aghnia; Millanyani, Heppy
Asian Management and Business Review Volume 3 Issue 2, 2023
Publisher : Master of Management, Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/AMBR.vol3.iss2.art8

Abstract

This study aims to examines the effect of personal factors and situational factors on impulse buying in the context of impulse tourism especially on Tiket.com users in Indonesia. The survey method was used, and questionnaires were distributed to Tiket.com users. A sample of 400 respondents and the data were analyzed using multiple regression analysis with the help of SPSS 26 version software. The findings reveal that impulse buying tendency (IBT), materialism (MT), use of credit cards (CCU), personal situation (PS), motivational activities by retailers (MAR), serendipity information (SI) have a positive and significant effect on impulsive buying among Tiket.com users in Indonesia. Higher level of IBT, MT, CCU, PS, MAR, and SI variables increase the impulse buying impulse purchases for Tiket.com users in Indonesia. However, the research shows that website quality (WQ) and product attributes (PA) have a negative and significant influence on impulsive buying. The shopping enjoyment tendency (SET) and scarcity (SC) have no effect on impulsive buying (IB) for Tiket.com users in Indonesia. Based on these findings, it is suggested that further studies be conducted utilizing the same model with various objects to compare impulse purchases among Online Travel Agent (OTA) users and provide new insights into consumer behaviour, along with explore other factors that influence impulse purchases.
Pengaruh Electronic Word of Mouth Melalui Media Sosial Instagram Terhadap Minat Beli Produk Scarlett Harry Sugih Anugrah; Heppy Millanyani; Galuh Sudarawerti
E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Vol 17 No 2 (2024): JURNAL ILMIAH EKONOMI DAN BISNIS
Publisher : LPPM Universitas Sains dan Teknologi Komputer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/e-bisnis.v17i2.2071

Abstract

This study raises questions about the effect of Electronic Word of Mouth on consumer buying interest, with the aim of contributing to companies in increasing the effectiveness of Electronic Word of Mouth to increase buying interest. This study aims to determine the effect of Electronic Word of Mouth through Instagram social media on Scarlett's purchase intention, with variables of information quality, information quantity, information credibility, information adoption and purchase intention. This research is using quantitative methods and this type of research is causal, researchers distributed questionnaires with the help of google form, namely 400 respondents using an ordinal scale. Sample calculation using the formula from Yamane with probability sampling technique and with simple random sampling type in data analysis this research uses descriptive analysis and PLS-SEM method. The findings of this study reveal that the information quality variable, the information quantity variable, and the information credibility variable significantly and positively affect information usefulness. Then, the information usefulness variable significantly and positively affects information adoption, and the information adoption variable significantly and positively affects purchase intention. This research is where the variable that has a high assessment is the information usefulness variable on information adoption.
Pemberdayaan UMKM Minuman Pasar Sinpasa Melalui Pelatihan Digital Marketing Berbasis Konten Video Millanyani, Heppy; Ariyanti, Maya; Rifaldi Windya Giri, Refi
Jurnal Pengabdian Masyarakat Akademisi Vol. 4 No. 1 (2025)
Publisher : Jurnal Pengabdian Masyarakat Akademisi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/jpma.v4i1.1207

Abstract

Program pelatihan ini bertujuan untuk memberdayakan UMKM minuman di Pasar Sinpasa melalui penguasaan keterampilan digital marketing dengan fokus pembuatan dan optimasi konten video. Pelatihan ini terdiri dari teori tentang branding dan strategi pemasaran digital, serta praktik langsung pembuatan video menggunakan aplikasi berbasis smartphone. Program ini juga menghadapi kendala teknis seperti keterbatasan perangkat, namun berhasil diatasi dengan pendekatan berbasis solusi. Artikel ini membahas metodologi, hasil, dan rekomendasi untuk pelaksanaan program serupa di masa depan. Kata Kunci: UMKM, Digital Marketing, Konten Video, Branding, Media Sosial Abstract This training program aims to empower beverage MSMEs (Micro, Small, and Medium Enterprises) at Sinpasa Market by enhancing their digital marketing skills with a focus on creating and optimizing video content. The training includes theoretical sessions on branding and digital marketing strategies, as well as hands-on practice in video production using smartphone-based applications. The program faced technical challenges, such as limited access to equipment, but these were successfully addressed through solution-oriented approaches. This article discusses the methodology, outcomes, and recommendations for implementing similar programs in the future. Keywords: MSMEs, Digital Marketing, Video Content, Branding, Social Media
Kesehatan Mental, Atraksi Seni Pencak dan Pariwisata Berkelanjutan Dalam Wacana Pariwisata Masa Depan M Ningdyah, Anrilia Ema; Listiani, Wanda; Rustiyanti, Sri; Millanyani, Heppy; Dwiatmini, Sriati; Suryanti
PANGGUNG Vol 35 No 1 (2025): Wacana Seni dalam Identitas, Simbol, Pendidikan Karakter, Moral Spiritual dan Pr
Publisher : LP2M ISBI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26742/panggung.v35i1.3694

Abstract

Penelitian ini bertujuan mengekplorasi konsep kesehatan mental, atraksi seni pencak, dan pariwisata berkelanjutan yang berkembang dalam wacana pariwisata  masa depan. Berkembangnya dampak kesehatan mental, praktik atraksi seni dalam pariwisata mempengaruhi konsep, dan scenario pariwisata masa depan.  Pariwisata berkelanjutan berkontribusi pada sektor ekonomi kreatif, dan  pembangunan ekonomi lokal pedesaan khususnya penciptaan lapangan kerja  berbasis pelestarian lingkungan, budaya, dan masyarakat adat. Keterlibatan inklusif,  dan pengembangan kapasitas masyarakat lokal merupakan agenda penting dalam  pengembangan pariwisata di masa depan. Peningkatan kapasitas melalui partisipasi  berbasis masyarakat sebagai strategi ekowisata keberlanjutan, dan pelestarian  lingkungan. Penelitian ini menggunakan metode kuantitatif dengan menganalisis 523  artikel dari database scopus dengan tema pariwisata masa depan menggunakan  perangkat lunak VOS viewer versi 1.6.17, model machine learning (ML) dengan teknik  wordcount, dan analisis regresi dengan Python versi 3.9.0. Analisis regresi digunakan  untuk mengetahui hubungan antara variabel yang ditemukan dari hasil analisis  VOSviewer sebelumnya. Temuan penelitian ini adalah empat variabel masa depan  pariwisata, yaitu inovasi, wisata berkelanjutan, wisatawan internasional, dan  manajemen destinasi.
The Influence Of Ewom At @Paimonfess On Purchase Intention Of Virtual Item On Genshin Impact In Indonesia Pramasti, Galuh Sekar; Millanyani, Heppy; Giri, Refi Rifaldi Windya
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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

Abstract

The research background explores how game industries have evolved with free to play game model. Genshin Impact also has gained global attention with its gameplay. In-app purchases have become the main revenue of free to play game model. The big of online community and eWOM have led to the intention of purchasing in-game virtual items. The objective of this research is to measure how much eWOM influence the purchase intention of virtual item in Genshin Impact. This research adopts a quantitative approach by collecting data through surveys via a questionnaire from representative samples. This research found that mediating effects of eWOM Adoption on the influences of eWOM Usefulness and eWOM Credibility on Purchase Intention are all significant. Based on this result to increase the purchase intention of virtual item on Genshin Impact they need to utilizing the role of online community. In order to strengthen the eWOM of Genshin Impact.Keywords: Electronic Word of Mouth, eWOM, Purchase Intention, Virtual Item
The InfluenceOf Social Media Influencer Trust “Dimas Ramadhan” On The Tourism Destination Decision-Making Process Alamsah, Deden Burhanudin; Millanyani, Heppy
eProceedings of Management Vol. 12 No. 3 (2025): Juni 2025
Publisher : eProceedings of Management

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

Abstract

This study examines the influence of Dimas Ramadhan, a prominent Indonesian travel influencer, on the decision-making process of potential travellers. Social media has significantly impacted consumer behaviour, especially in the tourism sector, making it essential for businesses to understand influencer marketing. The research aims to analyze how Dimas Ramadhan’s credibility and trust affect his followers' choice of tourist destinations. Using a quantitative approach, data was collected from 250 respondents through a structured questionnaire. Structural Equation Modeling (SEM) with SmartPLS 4.0 was applied to analyze the causal relationship between influencer trust and decision-making. Findings reveal that Dimas Ramadhan’s credibility significantly influences his followers' travel decisions. Effective marketing communication through influencers enhances consumer engagement and increases purchasing behaviour. This study highlights the importance of collaboration between tourism businesses and credible influencers to improve marketing strategies. By emphasizing the role of trust in influencer marketing, this research provides valuable insights for tourism businesses. Future studies could explore the long-term impact of influencer marketing and the role of other social media platforms in shaping consumer behaviour.Keywords: Social Media Influencer, Tourism Decision-Making, Consumer Behavior.
The Influence of Electronic Word of Mouth on Intentions to Purchase Ticket Hotel Booking Through Traveloka Platform Butar, Fanesa Widya Oktavia Butar; Millanyani, Heppy
Eduvest - Journal of Universal Studies Vol. 5 No. 7 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i7.51805

Abstract

The advancement of technology has transformed various industries, including tourism. Online Travel Agents (OTA) have revolutionized travel booking, offering convenience and accessibility. Platforms like Traveloka allow customers to compare prices, read reviews, and make informed decisions. Electronic Word of Mouth (eWOM) plays a crucial role in influencing consumer behavior, as positive online reviews significantly impact purchasing decisions and brand perception. This research aims to analyze the impact of electronic Word of Mouth (eWOM) on hotel ticket purchase intentions through the Traveloka platform, with a focus on the mediating role of eWOM adoption. Specific objectives include examining the significance of eWOM dimensions, consumer trust, and review credibility in influencing purchase decisions. This research employs the Structural Equation Modeling-Partial Least Squares (SEM-PLS) methodology to analyze relationships between eWOM dimensions and hotel ticket purchase intentions. SEM-PLS is chosen for its ability to handle complex models and evaluate latent constructs. The findings are expected to provide insights into the significance of eWOM in shaping consumer behavior and offer strategic implications for Traveloka and similar OTAs in optimizing marketing strategies.
Pengaruh Expressive Writing Terhadap Penurunan Kecemasan Pada Mahasiswa Di Universitas Nusa Cendana Kupang Santos, Yosefine Gardiella Dos; Millanyani, Heppy
Jurnal Inovasi Global Vol. 3 No. 7 (2025): Jurnal Inovasi Global
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jig.v3i7.373

Abstract

Students are one of the groups that are vulnerable to stress and anxiety. Academic pressure, social demands, and the transition from adolescence to adulthood often cause significant psychological burdens. Anxiety that is not managed properly can have a negative impact on mental health, can affect concentration, academic performance, and overall quality of life. One of the methods used in cognitive psychotherapy that is used as a form of intervention in reducing anxiety in students is expressive writing therapy. This study aims to determine the effect of expressive writing on reducing anxiety in students and to determine the difference in the effect of expressive writing between the experimental group and the control group. This study used a quasi-experimental design research design using the Nonequivalent control group design approach. Based on the results of the repeated measure ANOVA test because the data is normally distributed. The results showed no significant difference between the pre- test and post-test averages in both groups with a p value within subjects = 0.322 and a p value between subjects = 0.890 (p> 0.05). The results of this study explain that the high dropout rate of participants from the initial 65 participants and those who followed the intervention in full amounted to 6 participants indicating a tendency for students to experience anxiety but are reluctant to follow psychological intervention and it is important to pay attention to external factors of the participants such as the environment and family as significant others that can influence participants because it will have an impact on the therapy itself.
Pengaruh E-Wom dan Citra Merek Terhadap Keputusan Pembelian Melalui Kepercayaan Merek Sebagai Variabel Intervening pada Smartphone Vivo Sutanto, Rava Fachrie; Millanyani, Heppy
eProceedings of Management Vol. 11 No. 5 (2024): Oktober 2024
Publisher : eProceedings of Management

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

Abstract

Pertumbuhan teknologi informasi, termasuk alat komunikasi yang berdampak nyata terhadap kehidupan setiapindividu yang terdapat di Indonesia. Menurut data BPS pada tahun 2022, sebesar 67,88% penduduk Indonesiamemiliki telepon seluler. Kehadiran smartphone merek Vivo memperketat persaingan smartphone berbasis Androiddi Indonesia. Studi yang dilaksanakan memiliki tujuan dalam menjelaskan dampak brand image dan brand trust padapurchasing decision pelanggan smartphone Vivo serta guna mengidentifikasi dampak brand image dan e-WOMterhadap brand trust konsumen smartphone Vivo. Jenis studi yang dipergunakan yaitu deskriptif kausalmempergunakan metode kuantitatif. Penulis menentukan total responden sebanyak 385 sebagai sampel untuk ditelitidengan menerapkan rumus Bernoulli dan teknik purposive sampling. Sampel yang akan diteliti yaitu penggunasmartphone Vivo yang pernah menonton atau membaca konten review smartphone Vivo selama 6 bulan terakhir.Sampel ditentukan dengan metode non-probability sampling mempergunakan teknik purposive sampling. Tools yangdipergunakan pada studi yang dilaksanakan yakni menggunakan software Smart PLS versi 4.0.9.8 melalui penggunaanmetode Structural Equation Modelling-Partial Least Square (SEM-PLS). Kata Kunci-brand iimag; E-WOM; brand trust; purchasing decision.
Co-Authors Adabina Firlyani, Raisa Aherliwan Rudawan, Rikman Alamsah, Deden Burhanudin Alysha Safitri Amalia Djuwita Andrieta Shintia Dewi Anesti Dila Ariyatman Angga Rusdinar Anggar Erdhina Adi Apon, Nathaleo Michel Ardio Sagita Ardy Aprilian Anwar Athallah Naufal, Muhammad Azahra, Tazkia Butar, Fanesa Widya Oktavia Butar Cantika Martianti Damayanti Octavia Eva Nurhazizah Fajar Sidiq Adi Prabowo Fitri, Fatharani Aghnia Gadis Andari Muslim Galuh Sudarawerti Ghasani Rahman, Navira Harry Sugih Anugrah Ilham Meidarlis Yefri Ilmayanti Nur Suriah Indira Rachmawati Iwut Tritoasmoro, Iwan Juliana, Ratna Khairani Ratnasari Siregar Linahtadiya Andiani M Ningdyah, Anrilia Ema Martha Tri Lestari Maya Ariyanti Monica Esperanza Muhammad Ramadheo Nugraha Mumtaza, Firga Alia Nadino Rinaldi, Muhammad Adrian Daffa Nugrahani, Rah Utami Nurlianti, Fitri Nurvita Trianasari Oktaviani, Intan Pramasti, Galuh Sekar Putra, Dicky Andika Putra, M. Rezky Dwi Raden Faris Fathin Ramadhan, Aldan Mutia Refi Rifaldi Windya Giri Riswanda, Aisyah Zahra Rizka Utami, Fany Rucika Rahmadina Salsabila, Fathya Hasya Salsabila, Naura Santos, Yosefine Gardiella Dos Sri Nurani Puspa Dewi Sri Rustiyanti Sriati Dwiatmini SURYANTI Sutanto, Rava Fachrie Syahla, Mutiara Syifa Alifia Tarandhika Tantra Wanda Listiani Yuhana Astuti