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The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java) Wijaya, Hadi; Listiana, Nora; Nugroho, Feri; Hertin, Revita Desi; Istiqomah, Nurul Aslamiah; Maghfuriyah, Alfi; Anjara, Febria
Neo Journal of economy and social humanities Vol 3 No 2 (2024): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i2.203

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.

The Influence of Brand Image and Online Promotion on Purchase Decisions of Kopi Kenangan in Depok City Aditama, Naufal Raihan; Maghfuriyah, Alfi; Anjara, Febria
Neo Journal of economy and social humanities Vol 4 No 3 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i3.336

This study aims to analyze the influence of Brand Image and Online promotion on purchasing decisions for Kopi Kenangan in Depok City, both partially and simultaneously. This research uses a quantitative approach method with an instrument in the form of a Likert-scale questionnaire. Data was collected through questionnaires distributed to 150 Kopi Kenangan consumers in Depok City as a sample. Data analysis used multiple linear regression. The sampling technique used non-probability sampling with purposive sampling and Malhotra methods. Data analysis was carried out using Statistical Program for Social Science (SPSS) version 27. The results showed that Brand Image (X1) and Online promotion (X2) both partially and simultaneously have a positive and significant effect on purchasing decisions (Y). The coefficient of determination value indicates that both independent variables contribute 70%, while the remaining 30% is influenced by other variables outside this study.

The Role of Industry Players’ Understanding and Concern in Green Accounting Implementation and Business Sustainability: Evidence from Pempek MSMEs in Palembang Dewi, Nur Fitri; Maghfuriyah, Alfi
Neo Journal of economy and social humanities Vol 5 No 1 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i1.405

Industry players’ understanding and concern play a crucial role in shaping the implementation of green accounting and its implications for business sustainability among pempek MSMEs in Palembang City. Employing a quantitative approach, the data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4. The findings reveal that industry players’ understanding and concern have a significant positive effect on green accounting implementation. Furthermore, green accounting implementation exerts a significant positive influence on business sustainability. In contrast, understanding and concern do not directly affect business sustainability. Mediation analysis further confirms that green accounting implementation fully mediates the relationship between industry players’ understanding and concern and business sustainability. These results indicate that awareness and concern alone are insufficient to enhance sustainability performance unless they are translated into concrete green accounting practices. Within the context of pempek MSMEs, green accounting emerges as a key mechanism that converts environmental awareness into sustainable business outcomes. This research enriches the literature on green accounting and MSME sustainability while offering practical insights for policymakers and pempek MSME development initiatives in Palembang City.

ADOPSI TATA LETAK KOMBINASI (PROCESS & PRODUCT LAYOUT) PADA UMKM SEBLAK BANG FAAZ Adelia Fitri Lumelle; Ahmad Antar; Bariyah Bariyah; Daniela Putri Alisha; Indriyani Setyawati; Maudy Aulia Putri; Suci Ati; Yuni Pambreni; Alfi Maghfuriyah; Nora Listiana
JURNAL AKADEMIK PENGABDIAN MASYARAKAT Vol. 4 No. 4 (2026): JULI
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/japm.v4i4.11967

Usaha Mikro, Kecil, dan Menengah (UMKM) di sektor kuliner menghadapi tantangan dalam pengelolaan tata letak fasilitas yang efisien. Seblak Bang Faaz, sebuah usaha kuliner berbasis seblak di Kota Depok yang berdiri sejak 2024, mengalami permasalahan pada tata letak operasionalnya, meliputi bottleneck di area kasir, posisi kompor yang berdekatan dengan ruang makan, serta alur pergerakan pelanggan yang tidak linear. Kegiatan pengabdian ini bertujuan untuk menganalisis kondisi tata letak eksisting dan merancang usulan tata letak kombinasi process & product layout yang lebih efisien. Metode yang digunakan adalah observasi lapangan langsung, wawancara dengan pemilik UMKM, dan analisis kebutuhan menggunakan pendekatan 5W+1H. Hasil pengabdian menunjukkan bahwa penerapan tata letak kombinasi mampu memisahkan alur produksi dan alur pelayanan pelanggan secara lebih terstruktur: kompor dipindahkan ke sisi berventilasi, kasir direlokasi agar tidak menjadi titik kemacetan, dan orientasi meja makan diubah menjadi lebih nyaman. Kesimpulannya, adopsi tata letak kombinasi berpotensi meningkatkan efisiensi operasional, kenyamanan pelanggan, dan kapasitas pelayanan Seblak Bang Faaz secara signifikan.

Quality Management Practices and MSME Performance: A Competitive Advantage Perspective Yuni Pambreni; Alfi Maghfuriyah
Fundamental and Applied Management Journal Vol. 4 No. 2 (2026): June
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i2.756

This research uses path analysis to analyze the implementation of Total Quality Management (TQM) through competitive advantage in improving the performance of MSMEs in the F&B sector in Boyolali Regency. Total Quality Management (TQM) as an independent variable with indicators namely customer focus, strategy-based, scientific approach, obsession with quality, teamwork, long-term commitment, continuous process improvement, freedom through control, education and training, employee involvement and empowerment, and unity of purpose. The intervening/mediation variable in this study is competitive advantage with indicators of innovation, differentiation, and leading in terms of low costs. Then the dependent variable is MSME performance with indicators of financial performance, consumer performance/customer satisfaction, internal/operational business process performance, and learning and growth. Primary data was obtained using a questionnaire as a research instrument, and processed using SPSS 23. The unit of analysis of this study is the owners and employees of MSMEs in the F&B sector in Boyolali Regency. The population number based on data from the Boyolali Regency Statistics Agency in 2023 is 292,182. Meanwhile, the number of samples will be calculated using the Slovin formula with the convenience sampling technique. The finding demonstrate that TQM exerts a significant positive effect on both competitive advantage and performance of food and beverage MSMEs. Furthermore, competitive advantage is found to have significant positive impact on MSME performance, indicating the strategic role of competitive advantage in improving business performance.

Pemanfaatan Instagram dalam Pemasaran dan Pelayanan Pelanggan UMKM Pangkas Rambut di Kota Depok Nadya Nasywa Hanifah; Siti Mutiara Husna; Nur Fujianti; Afifah Latifah Turahma; Nuralisa Nuralisa; Putri Amelia; Suci Ayu Sudari; Dwi Rachmawati; Alfi Maghfuriyah; Noviyanti Noviyanti
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/qzef1527

Hair-cutting service MSMEs are one of the businesses growing rapidly in urban areas, yet most micro-scale business owners have not optimally utilised social media as a means of marketing and customer service. This condition results in low business visibility, a limited market reach, and a less optimal effort to build brand image amid increasingly tight competition. This community service activity aims to improve the competitiveness of hair-cutting service MSMEs through a seminar and Instagram social media management training for 15 hair-cutting MSMEs in Depok City. The method used was a seminar session held on Saturday, 18 July 2026, followed by direct one-on-one training and mentoring conducted offline at Jakarta Global University (JGU), covering the creation and optimisation of Instagram Business accounts, training in photo and video content creation using the CapCut application, and strengthening digital customer service through Direct Message and WhatsApp Business. The results showed an increase in partners' understanding and skills in managing their business Instagram accounts, the availability of ready-to-upload promotional content, and improved readiness among partners to respond to customer interactions digitally. Through this activity, hair-cutting MSMEs are expected to gain an initial foundation for independently strengthening their business branding and becoming better prepared to compete in the digital era.

The Influence Of The Loan-To-Deposit Ratio On The Return On Assets In Banking Companies Listed On The Indonesian Stock Exchange During The Period 2015-2019 Alfi Maghfuriyah; Ayu Intan Permatasari; Nurjaya; Teddy Setiawan
Neo Journal of economy and social humanities Vol 2 No 4 (2023): Neo Journal of Economy and Social Humanities, December 2023
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v2i4.141

In this study, the impact of the Loan to Deposit Ratio (LDR) on Return on Assets (ROA) in banks listed on the Indonesia Stock Exchange from 2015 to 2019 is to be examined. The information used in this study is secondary information. Three companies were collected as research samples after the sample was chosen using a purposive sampling technique from banking data obtained at the Indonesia Stock Exchange over a five-year period. Using documentation as a data collection tool. The traditional assumption test and the simple linear regression test are the analysis methods employed. The Pearson product moment correlation study indicates that the LDR and ROA have a positive and significant association, with a result of 0.748. While the results of simple linear regression analysis show a coefficient of determination (r2) of 0.560, this study's regression model can only account for 56% of the relationship between the independent variable LDR and the dependent variable ROA; the remaining 44% is determined by independent factors or variables unrelated to the study.

The Influence of Social Media Marketing and Influencer Marketing on Consumen Behaviour (Case Study of Gen-Z In Kota Depok, West Java) Hadi Wijaya; Nora Listiana; Feri Nugroho; Revita Desi Hertin; Nurul Aslamiah Istiqomah; Alfi Maghfuriyah; Febria Anjara
Neo Journal of economy and social humanities Vol 3 No 2 (2024): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v3i2.203

This study examines the influence of Social Media Marketing (SMM) and Influencer Marketing on the consumer behavior of Generation Z (Gen Z) in Depok City, West Java. Utilizing a quantitative research approach, data were collected from 100 respondents through an online questionnaire. The findings from the multiple linear regression analysis indicate that both Social Media Marketing and Influencer Marketing significantly affect consumer behavior. Social Media Marketing, which is measured through variables such as content engagement, brand awareness, interactive features, and ad recall, has been shown to increase consumer engagement and influence purchasing decisions among Gen Z. Meanwhile, Influencer Marketing, which encompasses trust in influencers, influencer credibility, purchase intention, and content quality, plays a critical role in shaping the attitudes and behaviors of Gen Z consumers, leading to increased brand loyalty and purchase intentions. The study's coefficient of determination (R²) value of 78.1% suggests that these variables collectively explain the majority of the variability in consumer behavior among Gen Z in Depok City. These results align with previous research, underscoring the effectiveness of digital marketing strategies in shaping consumer behavior and offering valuable insights for businesses targeting Gen Z through social media and influencer channels.

The Influence of Brand Image and Online Promotion on Purchase Decisions of Kopi Kenangan in Depok City Naufal Raihan Aditama; Alfi Maghfuriyah; Febria Anjara
Neo Journal of economy and social humanities Vol 4 No 3 (2025): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v4i3.336

This study aims to analyze the influence of Brand Image and Online promotion on purchasing decisions for Kopi Kenangan in Depok City, both partially and simultaneously. This research uses a quantitative approach method with an instrument in the form of a Likert-scale questionnaire. Data was collected through questionnaires distributed to 150 Kopi Kenangan consumers in Depok City as a sample. Data analysis used multiple linear regression. The sampling technique used non-probability sampling with purposive sampling and Malhotra methods. Data analysis was carried out using Statistical Program for Social Science (SPSS) version 27. The results showed that Brand Image (X1) and Online promotion (X2) both partially and simultaneously have a positive and significant effect on purchasing decisions (Y). The coefficient of determination value indicates that both independent variables contribute 70%, while the remaining 30% is influenced by other variables outside this study.

The Influence of Online Customer Reviews and Online Customer Ratings on Purchase Decisions on Shopee E-Commerce in Depok Naomi Ramadhia Amir; Alfi Maghfuriyah; Noviyanti Noviyanti
Neo Journal of economy and social humanities Vol 5 No 2 (2026): Neo Journal of Economy and Social Humanities
Publisher : International Publisher (YAPENBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/nejesh.v5i2.384

This study aims to analyze the influence of Online Customer Review and Online Customer Rating on Purchase Decisions on the Shopee e-commerce platform, both individually and simultaneously. The research employs a quantitative approach with a questionnaire as the primary instrument, measured using a Likert scale. Data were collected through questionnaires distributed to 140 Shopee e-commerce consumers in Depok City as the sample. The collected data were subsequently processed using multiple linear regression analysis. The sampling method applied was Non-Probability Sampling with purposive sampling and Malhotra techniques, adjusted to the criteria of respondents who had previously made purchases on Shopee and considered the review and rating features in their decision-making process. Data analysis was conducted using SPSS version 27. The study’s findings indicate that the Online Customer Review variable (X₁) has significant effect on Purchase Decisions (Y), and the Online Customer Rating variable (X₂) also exerts a significant effect on Purchase Decisions. The results of the simultaneous test demonstrate that both variables collectively have a significant influence on Purchase Decisions on the Shopee e-commerce platform. Based on the coefficient of determination test, the R Square value is 0.260 and the Adjusted R Square value is 0.249, meaning that 24.9% of the variation in Purchase Decisions can be explained by Online Customer Review and Online Customer Rating, while the remaining 75.1% is influenced by other factors such as promotion, price, brand reputation, discounts, service quality, and consumers’ personal preferences.

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