Articles
<![CDATA[The Influence of Scarcity Perception and FOMO on Gen Z Impulse Buying in Cirebon City ]]>
<![CDATA[Muhammad Yasin Abbas]]>;
<![CDATA[Febry Ilham Pratama]]>;
<![CDATA[Jefry Romdonny]]>;
<![CDATA[Yono Maulana]]>
<![CDATA[ Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics ]]>
Publisher : <![CDATA[Universitas KH. Abdul Chalim Mojokerto ]]>
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DOI: 10.31538/iijse.v8i3.7428
<![CDATA[Social media use and the quick expansion of e-commerce have altered Generation Z's spending habits, particularly by promoting impulsive purchases. The purpose of this research is to ascertain how Gen Z in Cirebon City impulsively purchases items in response to perceived scarcity and FOMO. The research methodology is survey-based and quantitative. Participants in this research were 231 respondents who are frequent Shopee e-commerce consumers in Cirebon City. The Partial Least Square-Structural Equation Modelling (PLS-SEM) approach was used to analyse the data using the SmartPLS 3 software. The findings demonstrated that impulsive purchase was positively and significantly impacted by both perceived scarcity and FOMO, partly and concurrently. With an R-squared value of 0.382, the two independent variables may account for 38.2% of the variable related to impulsive purchase. These findings support the Stimulus-Organism-Response and psychological reactance theories, which explain that external pressures, such as scarcity and social anxiety, can encourage unplanned buying behavior. This research provides implications for businesses to understand the importance of ethics in scarcity-based marketing strategies and the importance of digital financial literacy education among Gen Z to reduce irrational consumptive behavior.]]>
<![CDATA[The Influence of Influencer Marketing, Social Media Marketing, and Campaigns on Fashion Customer Loyalty in the TikTok App (Study on Converse Brand) ]]>
<![CDATA[Rendi Supiandi]]>;
<![CDATA[Jefry Romdonny]]>;
<![CDATA[Yono Maulana]]>
<![CDATA[ Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics ]]>
Publisher : <![CDATA[Universitas KH. Abdul Chalim Mojokerto ]]>
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DOI: 10.31538/iijse.v8i3.7558
<![CDATA[The digital age has turned TikTok Shop into a transformative phenomenon in the global e-commerce landscape, particularly in the fashion industry. TikTok Shop creates an immersive and interactive shopping experience by integrating entertainment and shopping in one ecosystem. The platform has seen significant transaction growth in Indonesia, making it one of the fastest-growing e-commerce markets. This research seeks to measure the impact that influencer marketing, promotion on social media, and campaigns on customer devotion in the fashion sector on the TikTok App, with a focus on the Converse brand. The research problem addresses the challenge of maintaining customer loyalty in a competitive digital environment where engagement and sales show alarming trends. This research uses an associative quantitative approach with a survey method using a digital questionnaire distributed through Google Forms. The sample consisted of 200 respondents who are active users of the TikTok application in Cirebon City aged 18-40 years and familiar with the Converse brand. Data collection used technique of purposive sampling, and the analyses were conducted using SPSS within validity, reliability, and the analysis of multivariate linear regression tests. The findings demonstrated that influencer marketing, promotion on social media, and campaigns have a favourable and noteworthy impact on customer devotion. Regression analysis shows that the three factors together affect the loyalty of client by 43.6%, while 56.4% is influenced by other factors outside this study. Therefore, Converse needs to continue developing innovative and interactive digital marketing strategies according to audience preferences in the digital.]]>
<![CDATA[The Influence of Digital Marketing, Product Quality, and Consumer Behavior on Purchase Decisions at Point Coffee Cirebon ]]>
<![CDATA[Muhammad Farhan Maulana]]>;
<![CDATA[Yono Maulana]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics ]]>
Publisher : <![CDATA[Universitas KH. Abdul Chalim Mojokerto ]]>
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DOI: 10.31538/iijse.v8i3.7969
<![CDATA[This study aims to analyze the influence of digital marketing, product quality, and consumer behavior on purchasing decisions at Point Coffee Cirebon. This study uses a quantitative approach with a survey method involving 150 respondents who are consumers of Point Coffee Cirebon. Data were collected through a questionnaire that measures consumer perceptions of digital marketing, product quality, and behavioral factors that influence their purchasing decisions. Data analysis was carried out using multiple regression methods to test the influence of each independent variable on purchasing decisions. The results of the study indicate that digital marketing, product quality, and consumer behavior significantly influence consumer purchasing decisions at Point Coffee Cirebon. Specifically, effective digital marketing through social media platforms has a major positive impact on purchasing decisions, followed by product quality which is the main factor in attracting consumers. These findings provide important implications for Point Coffee managers in formulating more targeted marketing strategies that are in accordance with consumer preferences. This study is expected to provide insight for coffee entrepreneurs in improving their business performance through the implementation of appropriate digital marketing strategies and improving product quality.]]>
<![CDATA[The Influence of E-Service Quality and E-Trust on the Level of E-Loyalty of Gojek Application Users in the Cirebon Region ]]>
<![CDATA[Kurniawan, Deni]]>;
<![CDATA[Romdonny, Jefry]]>;
<![CDATA[Dedu, May]]>
<![CDATA[ Indonesian Journal of Advanced Research Vol. 5 No. 4 (2026): April 2026 ]]>
Publisher : <![CDATA[PT FORMOSA CENDEKIA GLOBAL ]]>
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DOI: 10.55927/ijar.v5i4.16291
<![CDATA[This study is aimed at analyzing the impact of e-service quality and e-trust on the e-loyalty of Gojek application users in the Cirebon Region. The method used was quantitative descriptive, with a survey of 150 active Gojek users using purposive sampling. The data was analyzed through Partial Least Squares (PLS) using SmartPLS. The results indicated that e-service quality had a positive and significant influence on e-loyalty (path coefficient = 0.391; p = 0.001), while e-trust had a more dominant influence (path coefficient = 0.452; p = 0.000). Simultaneously, two variables exert a substantial influence on e-loyalty with an R-Square of 0.650, meaning that 65% of user loyalty variations are explained by both variables. Improving the quality of digital services and strengthening user trust are key strategies to maintain Gojek's loyalty in an increasingly competitive market.]]>
<![CDATA[The Impact of Store Atmosphere and Price on Customer Purchase Intention: Survey Findings at Rabbani Store, Cirebon City ]]>
<![CDATA[Adinda Putri Indarjo]]>;
<![CDATA[Muhammad Santoso]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ International Journal of Business, Economics, and Social Development Vol. 7 No. 3 (2026): International Journal of Business, Economics, and Social Development (IJBESD) ]]>
Publisher : <![CDATA[Rescollacom (Research Collaborations Community) ]]>
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DOI: 10.46336/ijbesd.v7i3.1208
<![CDATA[The primary objective of this quantitative inquiry is to empirically examine the impact of store ambience and pricing strategies on consumer purchase intention within the specific context of Rabbani Shop Cipto, Cirebon City. Adopting a survey-based methodological design, the study targeted a cohort of 133 distinct patrons who had previously transacted at the location. Data processing was executed via multiple linear regression algorithms facilitated by SPSS software, revealing that both store atmosphere and price exert a statistically significant and positive influence on purchase intention, manifesting both independently and synergistically. In terms of individual magnitude, store atmosphere accounts for a substantial 36.5% of the variance, whereas price contributes 28.8%. Collectively, these predictors explain 42.6% of the fluctuation in purchase intention, with the remaining variance attributable to unobserved exogenous factors. Consequently, these insights underscore the critical necessity of curating an immersive retail environment alongside a perception aligned pricing strategy to effectively catalyze consumer purchasing behavior.]]>
<![CDATA[The Influence of Influencer Marketing and Word of Mouth on Consumer Buying Interest in Café Mune Patisserie in Cirebon City ]]>
<![CDATA[Cancy Veronica Susanti]]>;
<![CDATA[Muhammad Santoso]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management ]]>
Publisher : <![CDATA[Publikasi Indonesia ]]>
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DOI: 10.59141/jrssem.v5i12.1556
<![CDATA[The rapid growth of the café industry in Cirebon City has encouraged businesses to utilize digital-based marketing strategies to attract consumer interest. Influencer marketing and word of mouth (WOM) are two forms of marketing communication considered effective in shaping perceptions and encouraging purchase intention among consumers in the culinary services sector. This study aims to analyze the influence of influencer marketing and word of mouth on consumer purchase intention at Café Mune Patisserie in Cirebon City. A quantitative approach was employed using a survey method through the distribution of questionnaires to 192 respondents selected via purposive sampling. Data analysis was conducted using multiple linear regression with the aid of SPSS. The results indicate that, individually, influencer marketing has a positive and significant effect on consumer purchase intention, as does word of mouth. Simultaneously, both independent variables were found to have a significant combined effect on consumer purchase intention. The Adjusted R² value of 0.716 indicates that 71.6% of the variation in consumer purchase intention can be explained by influencer marketing and word of mouth, while the remainder is attributable to other variables outside the scope of the study. The word of mouth variable was found to exert a more dominant influence than influencer marketing. These findings confirm that social influence-based promotional strategies significantly increase consumer purchase intention in the café business]]>
<![CDATA[The Effect of Product Variation and Sales Service on Customer Loyalty with Customer Satisfaction as A Mediating Variable: Case Study: JEL Classification: M31, L81, D12, C12, C51 ]]>
<![CDATA[A Rahmat Hidayatulloh]]>;
<![CDATA[Ida Rosnidah]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ Journal La Bisecoman Vol. 7 No. 1 (2026): Journal La Bisecoman ]]>
Publisher : <![CDATA[Newinera Publisher ]]>
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DOI: 10.37899/journallabisecoman.v7i1.3005
<![CDATA[The growth of the building materials retail industry in Indonesia, driven by rapid infrastructure development, has increased competition among businesses. This situation requires building materials stores to focus not only on product availability but also on service quality to create customer satisfaction and loyalty. This study aims to analyze the effect of product variety and sales service on customer loyalty, with customer satisfaction as a mediating variable at TB. Rahmat Jaya Mandiri in Cirebon Regency. This study used a quantitative approach with a survey method of 129 customer respondents. Data were analyzed using inferential statistical analysis techniques to test the direct and indirect effects between variables. The results showed that product variety and sales service did not have a significant direct effect on customer loyalty. In addition, product variety and sales service also did not have a significant effect on customer satisfaction. Testing the indirect effect showed that customer satisfaction was unable to mediate the effect of product variety or sales service on customer loyalty. The main finding of this study revealed that the only significant relationship was between customer satisfaction and customer loyalty, making customer satisfaction a key factor in the formation of loyalty. The results of this study indicate that in building materials stores, customers place more emphasis on functional aspects and reliability than product variety and emotional service. This research is expected to provide strategic considerations for building materials store managers in formulating policies to improve customer satisfaction and loyalty.]]>
<![CDATA[Pengaruh Persepsi Harga dan Kualitas Pelayanan Terhadap Keputusan Penggunaan Ulang Jasa Kontruksi PT Amel Indah Abadi dengan Kepuasan Pelanggan Sebagai Variabel Mediasi ]]>
<![CDATA[Dandi Suhendra]]>;
<![CDATA[Aang Curatman]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 1 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam ]]>
Publisher : <![CDATA[Intitut Agama Islam Nasional Laa Roiba Bogor ]]>
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DOI: 10.47467/elmal.v7i1.10860
<![CDATA[The construction service industry plays an important role in economic development. Fierce competition requires companies to maintain prices, service quality, and customer satisfaction. PT. Amel Indah Abadi has experienced project fluctuations, so it is necessary to examine the factors that influence the reuse of its services.This study aims to analyze the effect of price perception and service quality on the decision to reuse construction services with customer satisfaction as a mediating variable. The approach used is quantitative with an explanatory research method. The sample consists of 61 customers of PT. Amel Indah Abadi selected using saturated sampling techniques. Data were collected through a five-point Likert scale questionnaire and analyzed using Partial Least Square (PLS) with the help of SmartPLS 3.0. The results showed that price perception had a positive and significant effect on customer satisfaction (path = 0.477; T = 4.050) and service quality also had a significant effect on customer satisfaction (path = 0.491; T = 4.212). In addition, price perception and service quality have a positive effect on the decision to reuse services (path = 0.387; T = 3.631 and path = 0.305; T = 2.931). Customer satisfaction has a significant effect on the decision to reuse services (path = 0.294; T = 2.726) and significantly mediates the relationship between price perception and service quality on the decision to reuse services (path = 0.140; T = 2.153 and path = 0.144; T = 2.209). The study concluded that reasonable prices and quality service increase satisfaction and encourage repeat use of services. Competitive pricing strategies and service improvements are key to building customer loyalty in the construction sector.]]>
<![CDATA[The Role of Perceived Value in Mediating the Effect of Store Atmosphere and Service Quality on Repurchase Intention at OB.Second Outlets ]]>
<![CDATA[Robby Wahyu Al Ayubi]]>;
<![CDATA[Aang Curatman]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ Indonesian Journal of Business Analytics Vol. 5 No. 6 (2025): December 2025 ]]>
Publisher : <![CDATA[PT FORMOSA CENDEKIA GLOBAL ]]>
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DOI: 10.55927/ijba.v5i6.15916
<![CDATA[The purpose of this study is to examine how customers of OB.Second stores in Cirebon use perceived value to mediate the impact of store atmosphere and service quality on repurchase intention. The fierce rivalry in the thrifting sector and the significance of keeping clients through a satisfying shopping experience serve as the foundation for the research background. This study uses a quantitative methodology, collecting data from 300 respondents who have previously made purchases at OB.Second via a Google Form. SEM-PLS was used to analyze the data using SmartPLS software.The findings show that perceived value is positively and significantly impacted by store atmosphere and service quality. Furthermore, it has been demonstrated that repurchase intention is positively and significantly impacted by perceived value. Other findings show that the store atmosphere and service quality directly affect repurchase intention, but their impact intensifies when mediated by perceived value.The study concludes that enhancing the store's atmosphere and the quality of service can foster a positive perceived value among customers, thereby motivating them to make repeat purchases.]]>
<![CDATA[THE INFLUENCE OF DIGITAL LITERACY AND SOCIAL MEDIA PROMOTION ON MARKETING PERFORMANCE WITH DIGITAL READINESS AS A MODERATING VARIABLE IN SMALL AND MEDIUM ENTERPRISES IN CIREBON ]]>
<![CDATA[Sholihin Sholihin]]>;
<![CDATA[Aang Curatman]]>;
<![CDATA[Jefry Romdonny]]>
<![CDATA[ Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's) ]]>
Publisher : <![CDATA[Universitas Nusa Cendana ]]>
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DOI: 10.35508/jom.v19i1.27216
<![CDATA[This study aims to analyze the influence of digital literacy and social media promotion on the marketing performance of Small and Medium Enterprises (SMEs) in Cirebon, with digital readiness as a moderating variable. The research adopts a quantitative approach using a survey method involving 325 SME owners registered at Rumah UMKM Cirebon. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling with the Partial Least Squares approach. The findings reveal that digital literacy and social media promotion have a positive effect on the marketing performance of SMEs, which is reflected in increased sales growth and wider market reach. The research model is able to explain more than half of the variation in SME marketing performance. However, digital readiness has not demonstrated a significant moderating role in strengthening the relationship between digital literacy, social media promotion, and marketing performance. This study has several limitations, particularly its focus on a specific region and type of business. Therefore, future research is recommended to expand the scope of the study to different regions and include additional strategic variables that may influence SME marketing performance. Keywords: Digital Literacy; Social Media Promotion; Marketing Performance; SMEs]]>
