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All Journal Jurnal Manajemen dan Ekonomi Kreatif Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Dinamika Publik: Jurnal Manajemen dan Administrasi Bisnis Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Manajemen dan Pendidikan Agama Islam Agroterap Blockchain Frontier Technology (BFRONT) Global Leadership Organizational Research in Management
Ayun Maduwinarti
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Religion Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Library & Information Science Social Sciences Other

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PENGARUH EXO SEBAGAI BRAND AMBASSADOR DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SCARLETT WHITENING DI SHOPEE Nafaricha Putri Qurbawati; Ute Chairuz M. Nasution; Ayun Maduwinarti
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 7 No. 8 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v7i8.5173

Abstract

Tujuan penelitian saat ini yaitu untuk memahami dan menganalisa pengaruh EXO sebagai Brand Ambassadordan Brand Trust terhadap keputusan pembelian produk Scarlett Whitening di Shopee. Metode kuantitatif dipakai pada penelitian ini. Sampel terdiri dari 100 responden yang telah membeli produk Scarlett Whitening X EXO di Shopee. Hasil penelitian memaparkan bahwa EXO sebagai Brand Ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening di Shopee. Brand Trust berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening di Shopee. Secara bersamaan, EXO sebagai Brand Ambassador dan Brand Trust berpengaruh signifikan terhadap keputusan pembelian produk Scarlett Whitening di Shopee.
Integrasi Pemasaran Storytelling dan Konten Edukasi mengenai Spa Bayi pada Platform Media Sosial UMK IKKI Baby and Kids SPA Surabaya Fernandi Fernandi; Ayun Maduwinarti
Jurnal Manajemen dan Ekonomi Kreatif Vol. 3 No. 1 (2025): Jurnal Manajemen dan Ekonomi Kreatif
Publisher : Universitas Kristen Indonesia Toraja

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59024/jumek.v3i1.525

Abstract

This community service programme's objective is to integrate storytelling marketing and educational content marketing in promoting baby spa services at MSEs IKKI Baby and Kids Spa Surabaya. In light of the increasing demand for baby spa services, MSEs must adopt effective marketing strategies through social media platforms. The service activity was conducted over a period of one month and involved MSE owners and employees. The methods employed encompass observation, education, and social media development, in collaboration with IKKI Baby and Kids Spa Surabaya MSEs through the Wirausaha Merdeka (WMK) Batch 3 program of Universitas 17 Agustus 1945 Surabaya. The findings of the community service demonstrate that the integration of a storytelling marketing strategy with educational content can enhance the engagement rate by 40% within a one-month period. Furthermore, owners and employees reported an increase in confidence, and a renewed sense of purpose in the management of digital content, accompanied by a heightened awareness of the significance of delivering pertinent and engaging information to consumers. This community service initiative has yielded substantial contributions to the enhancement of digital marketing literacy among MSEs, underscoring the considerable potential of social media marketing in reaching a more extensive audience.
Pengaruh Content Marketing, Price Discount, dan Online Customer Review Terhadap Impulse Buying Parfum ''Saff & Co'' Melalui Tiktok di Surabaya Shila Radasahila; Ni Made Ida Pratiwi; Ayun Maduwinarti
Jurnal Manajemen dan Pendidikan Agama Islam Vol. 3 No. 4 (2025): Juli: Jurnal Manajemen dan Pendidikan Agama Islam
Publisher : Asosiasi Riset Pendidikan Agama dan Filsafat Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jmpai.v3i4.1246

Abstract

The advancement of information technology has shifted marketing strategies from conventional to digital platforms, with TikTok emerging as a key driver of modern consumer behavior, including impulse buying. This phenomenon is evident in the local perfume industry, such as SAFF & Co, which has successfully captured a significant market share through strong content strategies. This study aims to analyze thej nfluence of Content Marketing, Price Discount, and Online Customer Review on Impulse Buying of SAFF & Co perfume via the TikTok application in Surabaya. A quantitative associative approach was employed, using an online questionnaire distributed to 100 TikTok users who have purchased the product. The data were analyzed using multiple linear regression. The results indicate that Content Marketing and Price Discount have a positive and significant effect on Impulse Buying, while Online Customer Review does not show a significant partial effect. However, simultaneously, all three variables positively and significantly influence Impulse Buying. These findings imply that businesses can stimulate consumer impulse purchases through effective content and discount strategies, while the role of customer reviews still requires optimization to strengthen their psychological impact on consumer purchasing decisions in social media environments.
Pengaruh Viral Marketing, Online Customer Review, Impulse Buying terhadap Keputusan Pembelian Produk Glad2Glow di TikTok Shop pada Remaja di Surabaya Nathania Ariyani Paramesti Anindya; Ayun Maduwinarti; Ni Made Ida Pratiwi
Global Leadership Organizational Research in Management Vol. 3 No. 3 (2025): Global Leadership Organizational Research in Management
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/glory.v3i3.2815

Abstract

In today’s digital era, social media platforms like TikTok are not only used for entertainment but have also become popular shopping platforms, especially among teenagers. One product that has gained significant attention is Glad2Glow, which utilizes TikTok Shop to market its products. The marketing strategies employed include viral marketing, online customer reviews, and the stimulation of spontaneous purchases (impulse buying).This study aims to determine whether these three variables have a significant influence on the purchasing decisions of teenagers in Surabaya regarding Glad2Glow products on TikTok Shop. A quantitative approach was used, with questionnaires distributed to teenagers in Surabaya as respondents. The data analysis technique applied was multiple linear regression to test the influence of each independent variable on purchasing decisions as the dependent variable. The results show that viral marketing, online customer reviews, and impulse buying all have a significant impact on purchasing decisions. This indicates that digital marketing strategies that are engaging, informative, and capable of triggering spontaneous purchases can enhance teenagers’ purchasing decisions on platforms like TikTok Shop.
Pengaruh Preferensi Merek, Brand Awareness, dan Variasi Produk terhadap Keputusan Pembelian Marugame Udon di Tunjungan Plaza Surabaya Halawatul Ulum; Ni Made Ida Pratiwi; Ayun Maduwinarti
Global Leadership Organizational Research in Management Vol. 3 No. 3 (2025): Global Leadership Organizational Research in Management
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/glory.v3i3.2819

Abstract

This study aims to analyze the influence of Brand Preference (X1), Brand Awareness (X2), and Product Variety (X3) on Purchase Decision (Y) at Marugame Udon in Tunjungan Plaza Surabaya. As a Japanese fast-food restaurant, Marugame Udon faces intense competition in the culinary industry, making it essential to understand the factors that influence consumer behavior. This research employs a quantitative descriptive approach, with data collected through an online questionnaire distributed to 100 respondents who are customers of Marugame Udon. The results show that all three independent variables significantly affect purchase decisions, both partially and simultaneously. Brand preference is identified as the most dominant factor influencing consumers, followed by brand awareness, which enhances brand recognition, and product variety, which offers menu flexibility and increases consumer satisfaction. This study recommends that Marugame Udon's management continue to strengthen brand image, improve promotional efforts, and maintain product innovation to enhance customer loyalty and purchase decisions.
Customer Experience, Brand Image, dan Perceived Value: Pengaruhnya Terhadap Kepuasan Pelanggan Netflix Melalui Mediasi Keputusan Pembelian Mahasiswa FISIP UNTAG Surabaya Agata Winda Christianti; Ayun Maduwinarti; Awin Mulyati
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1033

Abstract

This study aims to examine the influence of customer experience, brand image, and perceived value on customer satisfaction through purchase decision as a mediating variable. The research was conducted on students of the Faculty of Social and Political Sciences at Universitas 17 Agustus 1945 Surabaya who use the Netflix application. A quantitative approach was used with a questionnaire distributed to 100 respondents. The data were analyzed using Structural Equation Modeling with the Partial Least Squares (PLS) method. The findings reveal that customer experience, brand image, and perceived value significantly influence purchase decision and customer satisfaction. Moreover, purchase decision is proven to mediate the relationship between the independent variables and customer satisfaction. These results highlight the importance of enhancing user experience, building a strong brand image, and delivering value perception to increase customer satisfaction through more informed purchase decisions. The study contributes to understanding consumer behavior in the digital entertainment industry, particularly among students as a major user segment.
Pengaruh Co- branding dan FoMO terhadap Impulse Buying Gen Z pada Produk Kolaborasi Nabati dengan Girl Group Kpop Aespa di Surabaya Alfiatus Zainiyah; Ayun Maduwinarti; Ute Cahirus M.Nasution
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1035

Abstract

The rapid development of the bussines world requires companies to contiously innovate in order to remain competitive. Collaboration with Kpop artists have become a popular marketing strategy to attract consumers, as a demonstrated by PT Kaldu Sari Nabati Indonesia through its partnership with the girl group Aespa. This collaboration utilized co- branding strategies and leverages the Fear of Missing Out (FoMO) phenomenon, particularly prevalent among generation Z, potentially triggering impulse buying behavior. This study aims to examin the influence of Co- branding and FoMO on impulse buying behavior toward the Nabati with Aespa collaboration product in Surabaya. The research uses a quantitative approach with a questionnaire as the research instrument. The sample consist 100 generation Z repondents who have purchased the collaborative product, selected using purposive sampling. The result show that co- branding and FoMO have a significant effect, both partially and simultaneously, on impulse buying contributing 40,2% to the behavior. The reamaing influence is a attributed to other factor such as exclusive packing design and digital marketing. This study suggest that future researchers explore additional variabels and broaden the sample and population for deeper analysis.
Pengaruh Diferensiasi Produk dan Persepsi Harga Terhadap Keputusan Pembelian Konsumen di Tokotab Stationery Surabaya Yessi Rachmawati; Ayun Maduwinarti; Diana Juni Mulyati
Masip: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan Vol. 3 No. 2 (2025): Juni: MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan
Publisher : Politeknik Kampar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59061/masip.v3i2.1047

Abstract

In an era of increasingly tight business competition, the implementation of product differentiation strategies and appropriate pricing are the main keys to attracting and maintaining consumer interest. This study was conducted with a quantitative approach through a survey method, where data was obtained from 100 respondents using an e-questionnaire. Data analysis was carried out using multiple linear regression to identify how much influence each independent variable has on the dependent variable. The results of the study indicate that both product differentiation and price perception have a significant influence on consumer purchasing decisions. The results of this study indicate that with product differentiation and offering prices that are considered appropriate by consumers can influence consumer purchasing decisions.
Enhancing Service Quality and Student Loyalty in Higher Education Using Blockchain Technology Ayun Maduwinarti; I.G.N. Andhika Mahendra; Dwi Cahyono; Cristino Gusmao; Chua Toh Hua
Blockchain Frontier Technology Vol. 5 No. 1 (2025): Blockchain Frontier Technology
Publisher : IAIC Bangun Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/bfront.v5i1.843

Abstract

In the increasingly digital era demanding transparency, blockchain emerges as a technology with significant potential to support higher education services. This system offers security, efficiency, and decentralization in managing academic data and certifications. This study aims to examine the role of blockchain in improving service quality and student loyalty. Data were collected through interviews and FGDs with participants from students, faculty, and administrative staff relevant to the technology's implementation in their institutions. The findings show positive acceptance of blockchain, especially in terms of transparency and service speed. Participants also suggested digital incentives through a token system as a way to encourage active student engagement. However, challenges such as infrastructure, technological literacy, and regulations remain major obstacles. These results reinforce that blockchain can improve service quality and create loyalty based on a fair and measurable system.
Co-Authors Ade Rizal Permana Agata Winda Christianti Agung Pujianto Alfiatus Zainiyah Awin Mulyati Chua Toh Hua Cristino Gusmao Devina Jovianti DWI CAHYONO Elyana Nur Faiza Fernandi Fernandi Fina Idamatussilmi Idamatussilmi Galuh Rika Afrella Halawatul Ulum I.G.N. Andhika Mahendra Irham Nur Kholis Karina Eka Febriyanti Muhamad Fauzi Mulyati, Diana Juni Nabilla Wahyu Amanda Santri Nafaricha Putri Qurbawati Nathania Ariyani Paramesti Anindya Pratiwi, Ni Made Ida Satifa Qhoreza Shila Radasahila Ute Cahirus M.Nasution Ute Chairuz M. Nasution Yessi Rachmawati