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All Journal Jurnal Ilmu Manajemen Performance Neraca Jurnal Ilmu Manajemen UBMJ (UPY Business and Management Journal) Cross-Border Journal of Business Management Journal of Community Empowerment Dimas Canthing
Musfirah Majid
Fakultas Ekonomika Dan Bisnis, Universitas Muhammadiyah Pekajangan Pekalongan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : performance

 1 
Peran Interaktivitas dalam Media Sosial terhadap Keterlibatan Konsumen dan Peningkatan Brand Equity Musfirah Majid; Teguh Purwanto; Nur Kholidah
Performance: Jurnal Personalia, Financial, Operasional, Marketing dan Sistem Informasi Vol 32 No 1 (2025): Performance
Publisher : Faculty of Economics and Business Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jp.2025.33.1.16888

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh interaktivitas dalam media sosial terhadap keterlibatan konsumen dan peningkatan brand equity. Dalam era digital saat ini, perusahaan dituntut untuk membangun hubungan yang lebih interaktif dengan konsumen melalui media sosial sebagai saluran komunikasi strategis. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 85 responden pengguna media sosial yang pernah berinteraksi dengan akun brand. Pengolahan data dilakukan dengan bantuan software SmartPLS 4 untuk menguji hubungan antarvariabel menggunakan analisis jalur dan model struktural. Hasil penelitian menunjukkan bahwa interaktivitas memiliki pengaruh positif dan signifikan terhadap keterlibatan konsumen dan brand equity. Keterlibatan konsumen juga terbukti berpengaruh signifikan terhadap brand equity. Selain itu, terdapat efek mediasi yang signifikan meskipun dalam kategori rendah dari keterlibatan konsumen dalam hubungan antara interaktivitas dan brand equity. Penelitian ini memberikan kontribusi praktis bagi manajer pemasaran untuk memaksimalkan peran interaktivitas media sosial dalam membangun hubungan yang bermakna dengan konsumen guna memperkuat posisi merek. Temuan ini juga menegaskan pentingnya membangun komunikasi dua arah, konten partisipatif, dan keterlibatan emosional konsumen dalam strategi pemasaran digital yang efektif.
Cash to Cards: Lifestyle on Impulsive Buying in Former Banyumas Residency Herna Rizaldi; Musfirah Majid; Teguh Purwanto
Performance: Jurnal Personalia, Financial, Operasional, Marketing dan Sistem Informasi Vol 33 No 2 (2026): Performance
Publisher : Faculty of Economics and Business Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jp.2026.33.2.20038

Abstract

This study aims to examine the mediating role of credit card usage in the relationship between hedonic motivation and promotional programs on impulse buying behavior retail consumers. A quantitative approach, research was conducted in former Banyumas residency, including Banyumas, Banjarnegara, Purbalingga, and Cilacap involving a sample of 92 credit card users selected through purposive random sampling. Data analysis using the Partial Least Squares (PLS) method. Findings reveal that hedonic motivation does not significantly influence impulsive buying behavior. Promotional programs exert a positive and significant impact on impulsive purchasing. Furthermore, both hedonic motivation and promotional programs were found to have a positive and significant effect on credit card usage. Credit card usage, in turn, demonstrates a positive and significant effect on impulsive buying. Credit card usage fully mediates the relationship between hedonic motivation and impulsive buying, and serves as a partial mediator in the relationship between promotional programs and impulsive buying.
Co-Authors Aisyah Aisyah Cholisa Rosanti Diana Rosanti Diannur, Meila Fachry Abda El Rahman Fatah, Khoirul Faza Munifah Herna Rizaldi Hudaya, Fadli Imtikhanah, Sobrotul K, Hadwitya Handayani Kholidah, Nur Kurniati, Panca Lutfiani, Asri Muhammad Arifiyanto Muhammad Arifiyanto Nur Kholidah Panca Kurniati Purwanto, Teguh Purwanto, Teguh Rizaldi, Herna Saebani Saebani Safitri, Laura Teguh Purwanto Yohani Yohani