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All Journal Gadjah Mada International Journal of Business Jurnal Dinamika Ekonomi Syariah GUYUB: Journal of Community Engagement Jurnal Akuntansi dan Keuangan Kontemporer (JAKK) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner International Journal of Management and Business Economics Kartika: Jurnal Studi Keislaman Amkop Management Accounting Review (AMAR) Journal of Educational Management Research Journal of Creative Power and Ambition (JCPA) Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Desy Bariyyatul Qibtiyah
Universitas Nurul Jadid
Religion Humanities Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Library & Information Science Mechanical Engineering Social Sciences Other

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Factors Causing Panic Purchasing Behavior in the COVID-19 Pandemic and Customer Satisfaction With Government Intervention as Moderating Variable Qibtiyah, Desy Bariyyatul; Dharmmesta, Basu Swastha
Gadjah Mada International Journal of Business Vol 26, No 3 (2024): September-Desember
Publisher : Master in Management, Faculty of Economics and Business, Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/gamaijb.79834

Abstract

The phenomenon of panic buying is essential to observe during the pandemic of COVID-19. Additionally, research on panic buying spans multiple studies fields and deserves more consistent scientific attention. This study examines the factors of panic buying behavior using the Theory of Maslow's Hierarchy of Needs to scrutinize panic buying behavior regarding consumer needs. Subsequently, this study investigates the moderating variables of government intervention to fill the research gap. Furthermore, this study looks for the effect that resulted from the phenomenon of panic buying behavior on customer satisfaction. The data were collected from 456 grocery and drug store consumers in Indonesia who shopped throughout the pandemic of COVID-19. The PLS-SEM was used to analyze the data. The outcomes indicate that control, social media, perceived severity, and perceived scarcity significantly affect panic buying behavior. In contrast, the government intervention only moderated the effect of social media on panic buying. Finally, the phenomenon of panic buying significantly affects customer satisfaction.
Daya Tarik Live Streaming TikTok Shop: Bagaimana Interaksi Langsung Mempengaruhi Niat Pembelian Produk Fashion Desy Bariyyatul Qibtiyah
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 5: Juli 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i5.4245

Abstract

Penelitian ini menganalisis pengaruh live streaming TikTok dalam mendorong niat pembelian produk fashion. Dengan pesatnya kemajuan teknologi, platform online seperti TikTok telah mengubah cara berbelanja konsumen. TikTok, yang merupakan salah satu media sosial terpopuler dengan 156 miliar pengguna global, menyediakan fitur e-commerce bernama TikTok Shop yang memfasilitasi penjualan produk melalui live streaming. Fitur TikTok Live memungkinkan interaksi langsung antara penjual dan pembeli, yang membantu mengatasi keraguan calon pembeli. Penelitian ini menggunakan pendekatan kuantitatif dengan model persamaan struktural SEM (Structural Equation Modeling) dan alat analisis SmartPLS 3.0. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 137 responden yang aktif menggunakan TikTok dan pernah menonton live streaming produk fashion di platform tersebut. Hasil penelitian menunjukkan bahwa interaksi selama live streaming, yang mencakup personalisasi, daya tanggap, dan hiburan, secara signifikan meningkatkan keputusan pembelian produk kosmetik.
The Influence of Customer Orientation, Promotion and Service on Customer Satisfaction Uswatun Imania; Desy Bariyyatul Qibtiyah
Journal of Educational Management Research Vol. 4 No. 4 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i4.1041

Abstract

This study aims to analyze the influence of customer orientation, promotion, and service on customer satisfaction from a sharia perspective. The research adopts a quantitative approach, involving 150 respondents who have purchased products either directly or online. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling (SEM) with the SmartPLS 4 software. The results reveal that customer orientation, promotion, and service each have a positive and significant effect on customer satisfaction. Furthermore, the findings underscore that incorporating Islamic principles such as honesty, responsibility, and quality service into business operations contributes to enhanced customer trust and satisfaction. Theoretically, this study supports the integration of Islamic business ethics in modern marketing strategies, demonstrating that sharia-compliant practices are not only spiritually aligned but also commercially viable. In an educational context, the findings provide valuable insights for business and economics educators, especially in Islamic higher education, to emphasize the relevance of ethical entrepreneurship and value-based service delivery. Teaching such approaches can foster the development of future business leaders who are both market-savvy and ethically grounded. This research highlights the strategic importance of aligning customer relationship management with faith-based values to achieve sustainable competitive advantage.
Pawnshop Marketing Strategies to Increase Customer Interest Hasanah, Ulfatul; Qibtiyah, Desy Bariyyatul
Journal of Educational Management Research Vol. 4 No. 4 (2025)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v4i4.1147

Abstract

Marketing strategy plays a crucial role in promoting pawn products to the wider community. This study aims to analyze the marketing strategies employed in promoting pawn services by two financial institutions with different operational approaches. Using a descriptive qualitative method, data were collected through interviews, observations, and documentation. The findings reveal that one institution adopts a digital-based strategy, utilizing social media and fast service to attract customers. At the same time, the other emphasizes a community-based approach grounded in religious values and local engagement. These distinct strategies are tailored to the social and cultural characteristics of the communities they serve. The study highlights that marketing strategies must be flexible and adaptive, rather than uniform, depending on contextual factors. The integration of digital outreach with community and value-based promotion is identified as a potentially effective and sustainable approach for expanding customer interest and loyalty in pawn services. In the context of education, these findings imply the importance of incorporating adaptive marketing and cultural sensitivity into business and economics curricula, particularly in courses related to financial services, entrepreneurship, and community engagement. Such integration can prepare students to develop responsive and contextually aware strategies in diverse market environments.
Implementasi Bauran Pemasaran Syariah terhadap Keputusan Pembelian Kopi Lanang di PT Rolas Nusantara Mandiri Desy Bariyyatul Qibtiyah; Ulfatul Munawaroh
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.5892

Abstract

This study aims to describe the implementation of sharia marketing mix on purchasing decisions for Lanang Coffee products at PT Rolas Nusantara Mandiri . This research uses a qualitative approach by using a descriptive type of research that aims to describe or explain certain situations, events, or phenomena. Data were collected through in-depth interviews, observation, and documentation. The results showed that the sharia marketing mix which includes aspects of product, price, place, and promotion has been implemented according to the principles of halalness, honesty, justice, and social responsibility. The implementation of this sharia marketing mix builds consumer trust, influences positive perceptions, and encourages purchasing decisions. Consumers feel more confident and loyal to products marketed with sharia values. This research contributes to enriching the understanding of the importance of Islamic values in marketing practices, as well as providing practical recommendations for companies in developing sharia-based marketing strategies.
Peran Optimalisasi Promisi Digital Terhadap Brand Awareness Toko Clarissa Desy Bariyyatul Qibtiyah; Nur Diana Cholidah
Jurnal Akuntansi dan Keuangan Kontemporer (JAKK) Vol 9, No 1 (2026): Maret 2026
Publisher : Jurnal Akuntansi dan Keuangan Kontemporer (JAKK)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/jakk.v9i1.29099

Abstract

Tujuan Penelitian: Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital yang diterapkan oleh Toko Clarissa dalam membangun brand awareness guna mempertahankan eksistensi usaha di tengah pesatnya perkembangan digital dan tingginya persaingan ritel.Metode Penelitian: Metode penelitian yang digunakan adalah pendekatan kualitatif dengan desain studi kasus, melalui pengumpulan data berupa observasi, wawancara mendalam, dan dokumentasi.Originalitas/Novelty: Kebaruan penelitian ini terletak pada fokus kajian mengenai optimalisasi promosi digital pada usaha toko lokal dalam membangun brand awareness di era pemasaran digital. Penelitian ini juga mengintegrasikan penggunaan media sosial dan strategi konten digital sebagai indikator utama dalam mengukur efektivitas promosi terhadap pengenalan merek konsumen.Hasil Penelitian: Hasil penelitian menunjukkan bahwa Toko Clarissa tidak lagi hanya mengandalkan kualitas produk, tetapi secara aktif membangun ekuitas merek melalui pemanfaatan media digital sebagai sarana komunikasi pemasaran. Temuan penelitian mengungkapkan bahwa rendahnya brand awareness berpotensi membatasi basis pelanggan dan menghambat pertumbuhan usaha, sehingga adaptasi terhadap perubahan sosial dan digital menjadi faktor krusial dalam menjaga keberlanjutan bisnis.Implikasi: Implikasi penelitian ini menegaskan bahwa penerapan strategi pemasaran digital yang adaptif dan berorientasi pada konsumen sangat penting bagi pelaku usaha ritel, khususnya UMKM, untuk meningkatkan daya saing, memperluas jangkauan pasar, serta mencapai keberhasilan bisnis secara berkelanjutan Research Objective: This study aims to analyze the digital marketing strategies implemented by Toko Clarissa in building brand awareness and maintaining its existence amidst rapid digital development and intense retail competition.Research Method: The research method used was a qualitative approach with a case study design, through data collection through observation, in-depth interviews, and documentation.Originality/Novelty: The novelty of this research lies in its focus on optimizing digital promotions for local stores in building brand awareness in the digital marketing era. This study also integrates the use of social media and digital content strategies as key indicators in measuring the effectiveness of promotions on consumer brand recognition.Research Results: The results show that Toko Clarissa no longer relies solely on product quality but actively builds brand equity through the use of digital media as a marketing communication tool. The research findings reveal that low brand awareness has the potential to limit the customer base and hinder business growth, making adaptation to social and digital changes a crucial factor in stopping business desires.Implications: The implications of this research confirm that the implementation of adaptive and consumer-oriented digital marketing strategies is very important for retail business actors, especially MSMEs, to increase competitiveness, expand market reach, and achieve sustainable business success.
Strategi Digital Marketing BeeBoo Donuts Probolinggo Untuk Loyalitas Generasi Z Nabila Intan Pramesti; Desy Bariyyatul Qibtiyah
Jurnal Akuntansi dan Keuangan Kontemporer (JAKK) Vol 9, No 1 (2026): Maret 2026
Publisher : Jurnal Akuntansi dan Keuangan Kontemporer (JAKK)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/jakk.v9i1.29154

Abstract

Tujuan Penelitian: Penelitian ini bertujuan untuk mengeksplorasi strategi digital marketing yang diterapkan oleh BeeBoo Donuts Probolinggo dalam membangun dan mempertahankan loyalitas pelanggan Generasi Z yang memiliki karakteristik digital native, adaptif, dan responsif terhadap tren media sosial.Metode Penelitian: Penelitian ini menggunakan pendekatan kualitatif deskriptif. Teknik pengumpulan data dilakukan melalui observasi konten media sosial Instagram dan TikTok, wawancara semi-terstruktur dengan tim pemasaran, serta dokumentasi dari data sekunder. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan.Originalitas/Novelty: Kebaruan penelitian ini terletak pada integrasi strategi konten interaktif dengan pendekatan komunitas digital lokal yang diterapkan oleh BeeBoo Donuts Probolinggo. Pendekatan ini menggabungkan interaksi emosional, kolaborasi dengan micro-influencer lokal, serta pemanfaatan tren lokal untuk memperkuat loyalitas pelanggan Generasi Z dalam konteks persaingan industri makanan dan minuman berbasis digital.Hasil Penelitian: Hasil penelitian menunjukkan bahwa strategi digital marketing BeeBoo Donuts Probolinggo berfokus pada penguatan interaksi emosional dengan pelanggan melalui konten visual yang interaktif, kolaborasi dengan micro-influencer lokal, serta program loyalitas berbasis media digital seperti giveaway dan layanan aplikasi pengantaran makanan. Pendekatan ini terbukti efektif dalam membangun kedekatan merek dengan Generasi Z melalui konten yang autentik, partisipatif, dan relevan dengan tren media sosial.Implikasi: Penelitian ini menunjukkan bahwa keberhasilan pemasaran digital pada segmen Generasi Z sangat bergantung pada kemampuan merek dalam menghadirkan komunikasi yang relevan, interaktif, dan sesuai dengan dinamika media sosial. Implikasi praktisnya, pelaku usaha perlu mengoptimalkan strategi konten visual, membangun keterlibatan audiens secara langsung, serta memanfaatkan komunitas digital lokal dan influencer mikro untuk meningkatkan loyalitas pelanggan secara berkelanjutan. Research Objective: This study aims to explore the digital marketing strategies implemented by BeeBoo Donuts Probolinggo in building and maintaining customer loyalty among Generation Z, who are characterized as digital natives, adaptive, and highly responsive to social media trends.Research Method: This study employs a descriptive qualitative approach. Data collection techniques include observation of Instagram and TikTok social media content, semi-structured interviews with the marketing team, and secondary data documentation. Data analysis is conducted through data reduction, data presentation, and conclusion drawing.Originality/Novelty: The novelty of this study lies in the integration of interactive content strategies with a local digital community approach implemented by BeeBoo Donuts Probolinggo. This approach combines emotional engagement, collaboration with local micro-influencers, and the utilization of local trends to strengthen Generation Z customer loyalty within the competitive digital food and beverage industry.Research Findings: The findings show that BeeBoo Donuts Probolinggo’s digital marketing strategy focuses on strengthening emotional interaction with customers through interactive visual content, collaboration with local micro-influencers, and digital-based loyalty programs such as giveaways and food delivery application services. This approach is effective in building brand closeness with Generation Z through authentic, participatory, and trend-relevant content.Implications: The study indicates that the success of digital marketing in the Generation Z segment largely depends on a brand’s ability to deliver relevant, interactive communication aligned with social media dynamics. Practically, businesses should optimize visual content strategies, enhance direct audience engagement, and leverage local digital communities and micro-influencers to sustainably improve customer loyalty.
The Role Of Digital Marketing In Traditional Market Competitiveness Of Sokobanah Daya MSMES Muh Rizal Muhaimin Romadhoni; Desy Bariyyatul Qibtiyah
International Journal of Management and Business Economics Vol. 4 No. 3 (2026): June
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i3.1629

Abstract

The development of digital technology has changed marketing patterns and consumer behavior; however, not all business sectors, including traditional markets, are able to adapt to these changes. This study analyzes the implementation of digital marketing among MSMEs in the Sokobanah Daya Traditional Market and its impact on consumer behavior and traditional market competitiveness. This study employed a qualitative approach using a case study design. Data were collected through in-depth interviews, observations, and documentation involving 5 MSME operators and 2 consumers. Data analysis was conducted using the Miles and Huberman model. The findings show that the implementation of digital marketing remains low, as most MSME operators still rely on conventional marketing methods. Low digital literacy and limited technical skills are the main inhibiting factors. The development of digital marketing has shifted consumer behavior toward online shopping, thereby reducing the competitiveness of traditional markets. Nevertheless, traditional markets still maintain the advantage of direct interaction. This study contributes to understanding the challenges of digital transformation among traditional market MSMEs in rural areas. Therefore, improving digital literacy and integrating conventional and digital marketing strategies are necessary to support the sustainability of traditional markets.
The Halal Industry as an Instrument for Strengthening an Inclusive Sharia Economy in Indonesia: An Analysis of Impacts and Challenges Umi Kulsum; Desy Bariyyatul Qibtiyah
Journal of Creative Power and Ambition (JCPA) Vol. 4 No. 02 (2026): Journal of Creative Power and Ambition (JCPA)
Publisher : CV Edujavare Publishing

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

Abstract

This study aims to analyze the role of the halal industry as an instrument in strengthening an inclusive sharia economy in Indonesia. Although Indonesia has significant potential as a global halal market, the development of the halal industry still faces various obstacles, such as low levels of halal certification, limited access to financing, and disparities among business actors. This study uses a qualitative approach with library research, through a review of various literature in the form of books, scientific articles, and reports from related institutions. The analysis was conducted descriptively and analytically to understand the relationship between the halal industry and an inclusive sharia economy. The results show that the halal industry contributes to increasing economic activity, expanding business opportunities for MSMEs, encouraging sharia financial inclusion, creating jobs, and increasing the competitiveness of Indonesian products in the global market. However, optimizing the role of the halal industry is still hampered by low levels of halal certification, limited access to sharia financing, a suboptimal halal ecosystem, and high global competition. Therefore, it is necessary to strengthen collaboration between the government, Islamic financial institutions, business actors, and the community to build a more integrated halal industry ecosystem that can support the realization of an inclusive and sustainable Islamic economy in Indonesia.
The Meaning of Blessings in Sharia-Based Online Business: A Study of Digital MSMEs Busadi; Desy Bariyyatul Qibtiyah
Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner Vol. 5 No. 3 Agustus 2026: Jurnal Ilmu Pendidikan dan Sains Islam Interdisipliner
Publisher : Yayasan Azhar Amanaa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59944/jipsi.v5i3.971

Abstract

Economic developmentDigital technology encourages Micro, Small, and Medium Enterprises (MSMEs) to utilize digital technology in business activities, including Sharia-based businesses. This study aims to understand the meaning of blessings in Sharia-based online businesses at the Kopi Kecapi (Hani Green) MSME in Alastengah Village, Sumbermalang District, Situbondo Regency. This study also analyzes the implementation of business digitalization through the Shopee, TikTok Shop, and Tokopedia platforms, as well as the implementation of Sharia values ​​in digital business practices. The research method used is a qualitative approach with data collection techniques such as in-depth interviews, observation, and documentation. Data analysis is carried out through data reduction, data presentation, and thematic conclusion drawing. The results show that digitalization has a positive impact on business development, especially in expanding market reach and increasing sales turnover. The Shopee platform is the most dominant marketing medium because it is considered more effective, easy to use, and has a wider consumer reach than others. Digitalization also helps business actors market Arabica coffee products to various regions in Indonesia without requiring large promotional costs. Furthermore, the implementation of Sharia values ​​such as honesty, trustworthiness, fair pricing, and maintaining halal product certification are crucial factors in building consumer trust in digital transactions. In this study, blessings are not only interpreted as material benefits, but also encompass peace of mind, business sustainability, and benefits for the surrounding community, particularly local coffee farmers. This research demonstrates that digitalization and Sharia values ​​can work in harmony to support the success and blessings of Sharia-based digital MSMEs.
Co-Authors Ari Okta Viyani Basu Swastha Dharmmesta Busadi Hasanah, Ulfatul Hawiwin Fitriah Ica Maulina Rifkiyatul Islami Luluk Hijrawati Moh. Fakhri Siddiqi Muh Rizal Muhaimin Romadhoni Nabila Intan Pramesti Nur Diana Cholidah Ridho Muhammad Rizqi Ulfatul Munawaroh Umi Kulsum Uswatun Imania