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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi ECSOFiM (Economic and Social of Fisheries and Marine Journal) JOURNAL OF APPLIED BUSINESS ADMINISTRATION Procuratio : Jurnal Ilmiah Manajemen Management Studies and Entrepreneurship Journal (MSEJ) REMIK : Riset dan E-Jurnal Manajemen Informatika Komputer EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Economics, Business and Management Science Journal Jurnal Bisnis Mahasiswa QISTINA: Jurnal Multidisiplin Indonesia Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia West Science Business and Management West Science Interdisciplinary Studies Journal of Law, Education and Business JAMPARING: Jurnal Akuntansi Manajemen Pariwisata dan Pembelajaran Konseling West Science Interdisciplinary Studies Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jcommits : The Journal of Community Empowerment, Innovation, and Sustainability
Sri Wahyuni Wildah
Universitas Riau
Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Nursing Physics Social Sciences Other

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Comparison of Product Quality, Promotion Strategy, Physical Evidence of Holland Bakery and Vanhollano Bakery in Millennial and Generation Z in The City Of Pekanbaru Laurencia, Cristine; Berampu, Lailan Tawila; Wildah, Sri Wahyuni; Noviasari, Henni
Economics, Business and Management Science Journal Vol 6, No 1 (2026): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v6i1.1122

Abstract

This study aims to find out the comparison of product quality, promotional strategies, and physical evidence  of Holland Bakery and Vanhollano Bakery in the Millennial Generation and Generation Z in the city of Pekanbaru. This study uses a qualitative approach with a survey method to collect data. The population needed is the Millennial Generation and Generation Z in the city of Pekanbaru who have bought and consumed products from Holland Bakery and Vanhollano Bakery. Data analysis was carried out by descriptive analysis and hypothesis testing using the paired sample t-test method and SPSS software version 22 to find out if there is a difference between the two objects studied. The results of this study show that there is a significant difference between Millennials and Generation Z regarding the promotional strategies of Holland Bakery and Vanhollano Bakery. However, in the variables of product quality and physical evidence, no difference was found between the two brands compared to the two generations. This shows that the rpomosi strategy is one of the distinguishing factors in assessing Holland Bakery and Vanhollano Bakery among the two generations
Comparison of Product Quality, Location, and Promotion of Kopi Kenangan and Leton Coffee Among Millennials and Generation Z in Pekanbaru City Putri Diolanda, Elora; Berampu, Lailan Tawila; Wildah, Sri Wahyuni; Noviasari, Henni
Economics, Business and Management Science Journal Vol 6, No 1 (2026): Economics, Business and Management Science Journal, February
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v6i1.1123

Abstract

This study aims to compare consumer perceptions of product quality, location, and promotion between Kopi Kenangan as a domestic brand and Leton Coffee as a local brand in Pekanbaru city. This study uses a quantitative approach. The population in this study consists of Kopi Kenangan and Leton Coffee consumers from the Millennial and Generation Z generations in Pekanbaru City. The sampling technique was obtained by distributing questionnaires to 100 respondents, then analyzed using descriptive analysis, data quality testing, normality testing, and Paired Sample T-Test with the help of SPSS software. The results show that there is no significant difference between the product quality of Kopi Kenangan and Leton Coffee among Millennials, but there is a significant difference between the product quality of Kopi Kenangan and Leton Coffee among Generation Z. Furthermore, there is a significant difference between the locations of Kopi Kenangan and Leton Coffee among Millennials and Generation Z. However, there was no significant difference between the promotion of Kopi Kenangan and Leton Coffee among Millennials and Generation Z
PENGARUH CONTENT MARKETING DAN HARGA TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN NETFLIX PADA GEN Z DI KOTA PEKANBARU Yaningsih, Ria Dini Tuti; Noviasari, Henni; Wildah, Sri Wahyuni
Procuratio : Jurnal Ilmiah Manajemen Vol. 13 No. 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5613

Abstract

This study aims to examine the influence of content marketing and price on customer loyalty through customer satisfaction among Generation Z Netflix users in Pekanbaru City. Using a quantitative descriptive method, data were collected from 110 respondents who are active Netflix subscribers. The analysis was performed using Partial Least Squares (SmartPLS 4.0) to evaluate the relationships between variables. The results indicate that content marketing and price have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction positively and significantly influences customer loyalty, acting as a mediating variable between content marketing, price, and loyalty. These findings suggest that relevant and consistent content marketing strategies, supported by fair pricing, can enhance customer satisfaction and build stronger loyalty toward Netflix among Generation Z users in Pekanbaru. The study concludes that optimizing content quality and pricing strategies is essential for maintaining customer engagement and fostering long-term loyalty in the competitive streaming industry. Penelitian ini bertujuan untuk mengkaji pengaruh content marketing dan harga terhadap loyalitas pelanggan melalui kepuasan pelanggan pada pengguna Netflix Generasi Z di Kota Pekanbaru. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Data dikumpulkan dari 110 responden yang merupakan pelanggan aktif Netflix, kemudian dianalisis menggunakan Partial Least Squares (SmartPLS 4.0) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa content marketing dan harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan serta memediasi hubungan antara content marketing, harga, dan loyalitas pelanggan. Temuan ini mengindikasikan bahwa strategi pemasaran berbasis konten yang relevan dan konsisten, disertai dengan penetapan harga yang sesuai, dapat meningkatkan kepuasan serta memperkuat loyalitas pelanggan terhadap Netflix di kalangan Generasi Z di Pekanbaru. Penelitian ini menyimpulkan bahwa optimalisasi kualitas konten dan strategi harga merupakan faktor penting untuk mempertahankan keterikatan pelanggan dan membangun loyalitas jangka panjang di industri streaming yang kompetitif.
Pelatihan Membatik Berbasis Praktik untuk Penguatan Keterampilan Produktif Ibu Rumah Tangga dan Remaja Putri: Pengabdian Dian Puspita Novrianti; Henni Noviasari; Sri Restuti; Sri Wahyuni Wildah; Mida Aprilina Tarigan; Arika Fitriani; Prima Andreas Siregar
Jurnal Pengabdian Masyarakat dan Riset Pendidikan Vol. 4 No. 4 (2026): Jurnal Pengabdian Masyarakat dan Riset Pendidikan Volume 4 Nomor 4 April - Juni
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jerkin.v4i4.7449

Abstract

Tujuan dari kegiatan pengabdian ini adalah memberi wawasan kepada masyarakat tentang cara pembuatan batik tulis, memberi pengalaman praktik serta meningkatkan wawasan kewirausahaan untuk ibu rumah tangga dan remaja putri. Kegiatan ini dilaksanakan di Gerai Batik Semat Tembaga di Pekanbaru pada tanggal 15 November 2025 dengan menggunakan metode ceramah, diskusi, demonstrasi, dan praktik bimbingan. Kegiatan ini melibatkan lima kelompok peserta, dengan setiap kelompok diajarkan cara pembuatan pola dan mencanting serta pewarnaan batik. Namun, karena terbatasnya waktu penyebaran, proses pelorodan hanya dipertontonkan saja. Metode penilaian yang digunakan adalah deskriptif, yaitu penilaian berdasarkan tingkat partisipasi peserta, kesesuaian prosedur dalam melakukan pekerjaan, dan kemampuan menyelesaikan prakteknya. Kesimpulan dari kegiatan ini menunjukkan bahwa setiap kelompok berhasil menciptakan satu hasil batik, dan bahwa semua tahap telah dikerjakan dengan baik.
Pengaruh SEVENTEEN sebagai Brand Ambassador dan Korean Wave terhadap Purchase Decision melalui Brand Image Naila Ika Andharini; Henni Noviasari; Sri Wahyuni Wildah
QISTINA: Jurnal Multidisiplin Indonesia Vol. 5 No. 2 (2026): December 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v5i2.8752

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh SEVENTEEN sebagai brand ambassador dan korean wave terhadap purchase decision produk Indomilk Authentic Korean Flavor melalui brand image sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner. Populasi dalam penelitian ini adalah penggemar SEVENTEEN yang berjumlah 106 responden yang dipilih menggunakan teknik purposive sampling. Teknik analisis data yang digunakan adalah SPSS 26 untuk mengetahui pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa Brand Ambassador dan Korean Wave berpengaruh positif dan signifikan terhadap Brand Image dan Purchase Decision. Selain itu, Brand Image juga mampu memediasi pengaruh Brand Ambassador dan Korean Wave terhadap Purchase Decision.
Gamification, Hedonic Motivation, and Perceived Value on Impulse Buying among Generation Z GoFood Users Afina Salsabila; Tengku Firli Musfar; Sri Wahyuni Wildah
Journal of Law, Education and Business Vol. 4 No. 2 (2026): Oktober 2026
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jleb.v4i2.8904

Abstract

This study aims to analyze the effect of gamification on impulse buying through hedonic motivation and perceived value among Generation Z GoFood users in Pekanbaru. This issue is important to examine because a pre-survey of 30 Generation Z GoFood users in Pekanbaru showed that most respondents felt encouraged to make unplanned purchases after exposure to reward features and limited-time promotions, yet the underlying psychological mechanism remains underexplored in developing-city contexts. A quantitative approach was used, with data collected from 120 respondents through purposive sampling. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4, chosen for its suitability with a moderate sample size and its capacity to test mediating relationships simultaneously. The results show that gamification has a positive and significant effect on impulse buying, hedonic motivation, and perceived value. Hedonic motivation also has a positive and significant effect on impulse buying and successfully mediates the relationship between gamification and impulse buying. However, perceived value does not significantly affect impulse buying and fails to mediate the relationship. These findings indicate that emotional factors play a more important role than cognitive evaluation in driving impulse buying behavior, so future research is recommended to broaden the geographic scope and incorporate other emotional variables such as fear of missing out (FOMO) or customer engagement.
Co-Authors Abd. Rasyid Syamsuri Adelia Dwi Anggita Afina Salsabila Agnes Alvionita Agnes Alvionita Aida Nursanti Andi Junaidi Anggita, Adelia Dwi Arika Fitriani Arwinence Pramadewi Aulia, Viska Azmi, Fauzan Bangkit, Hendrawan Berampu, Lailan Tawila darwis darwis, darwis Dian Puspita Novrianti Elviani, Rahma Fauzan Azmi Firman Nugroho Gatot Wijayanto Henni Noviasari Henni Noviasari Henni Noviasari Henni Noviasari Hutapea, Evita Romaito Ishadi Ishadi Ishadi Ishadi Junaidi, Andi Jushermi Jushermi Jushermi Jushermi, Jushermi Kiki, Karisma Laurencia, Cristine Maha Martabar Mangatas Lumbanraja Maha Martabar Mangatas Lumbanraja Mida Aprilina Tarigan Moniqa, Nadya Muhammad, Muhammad Fadhil Naila Ika Andharini Nasution, Hafiza Oktasia Nazwa Aqiila Putri Nindia, Nindia Noviasari , Henni Pramitha, Anggia Prima Andreas Siregar Prima Andreas Siregar Putri Diolanda, Elora Putri, Nazwa Aqiila Rahmat Junaidi Ramadani, Arfina Rio Fandy Sitepu Septya, Fanny Sri Restuti Syahriva, Fellia Rahmi Syanura, Bilqhis Luthfiyya Tengku Firli Musfar Tomi Ramadona Wigatiningrum, Retno Putri Yaningsih, Ria Dini Tuti Yutiandry Rivai Zulkarnain Zulkarnain