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Celebrity Worship Dan Materialism Serta Pengaruhnya Terhadap Compulsive Buying Merchandise Pada Generasi Milenial Di Purwakarta Ade Nurhayati Kusumadewi; Ropi Marlina; Amna Mawardi; Azizah Tu’sadiyah
Eqien - Jurnal Ekonomi dan Bisnis Vol 12 No 04 (2023): Eqien Journal Of Economics and Business
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v12i04.1506

This study aims to determine the effect of Celebrity Worship and Materialism on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta. The research method used is descriptive quantitative. The population of this study is the Millennial Generation in Purwakarta whose number is known by using a sampling technique, namely incidental sampling of 100 respondents. Methods of data collection using a questionnaire. The data analysis method used is instrument test, classic assumption test and hypothesis testing using SPSS version 25. The results of this study indicate that partially Celebrity Worship has a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta, Materialism has a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta. and simultaneously celebrity worship and materialism have a positive and significant effect on Compulsive Buying Merchandise in the Millennial Generation in Purwakarta Keywords: Celebrity Worship, Materialism, Compulsive Buying

THE INFLUENCE OF CONFORMITY AND INSTAGRAM SOCIAL MEDIA AS PROMOTIONAL MEDIA ON CONSUMPTIVE BEHAVIOR IN PURCHASING ZOYA HIJAB IN PURWAKARTA Marlina, Ropi; Kusumadewi, Ade Nurhayati; Komariyah, Nur; Hidayati, Ashri
TSARWATICA (Islamic Economic, Accounting, and Management Journal) Vol 5 No 2 (2024)
Publisher : STIESA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar

The purpose of this study isto determine the effect of Conformity and Instagram Social Media as Promotional Media both partially and simultaneously on Consumptive Behavior in Purchasing Zoya's Hijab in Purwakarta. The method used in this study is a quantitative with descriptive verification method. The data analysis technique used is multiple linear regression with SPSS software version 25. The sampling method used is simple random sampling. The pollutation of this study is Zoya's Instagram social media followers in Purwakarta as many as 2,307. The sample uses the slovin formula with a total of 95.84 and rounded up to 96 respondents. . The results showed that partially conformity and Instagram social media have a positive and significant effect on consumptive behavior with a significance level of <0.05. Simultaneously conformity and Instagram social media have a positive and significant effect on consumptive behavior. It can be seen that by calculating the determination between conformity and Instagram social media, it influences consumptive behavior by 68.9% and the rest is influenced by other factors of 30.2% which are not explained in this study.

The Effect of Religiosity and Product Knowledge on Trust in Islamic Banking in Purwakarta Kusumadewi, Ade Nurhayati; Marlina, Ropi; Nugraha, Shandika Satriadi; Inomjon, Qudratov Satriadi
Islamic Research Vol 7 No 2 (2024): Islamic Research
Publisher : Perhimpunan Intelektual Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47076/jkpis.v7i2.217

The purpose of this study was conducted to determine what factors influence trust in Islamic banking. In this study, two independent variables were taken, namely religiosity and product knowledge and trust as the dependent variable. The method used in this study is a quantitative with descriptive verification method with a research sample of 99 respondents. The data analysis technique used is multiple linear regression with SPSS software version 25. Based on the results of multiple linear regression analysis, this study shows that religiosity and product knowledge has a significant on the trust of Islamic banking in the city of Purwakarta. And overall independent variables have a simultaneous effect on confidence with Fcount 27.955 with a significance level of 0.000 <0.05. And the value of 0.368 R Square shows the results that all variables have an effect simultaneously as much as 36.8%. The implication of this study shows that religiosity and product knowledge variable has a direct effect on increasing the trust of Islamic banking in the city of Purwakarta. However, this study implies the need for better The importance of increasing religiosity and pay attention to product knowledge so as to increase customers to use Islamic banking services. This research is expected to provide benefits for managers of Islamic banking branch offices to increase customer trust in Islamic banking.

The Effect of Religiosity and Product Knowledge on Trust in Islamic Banking in Purwakarta Kusumadewi, Ade Nurhayati; Marlina, Ropi; Nugraha, Shandika Satriadi; Inomjon, Qudratov Satriadi
Islamic Research Vol 7 No 2 (2024): Islamic Research
Publisher : Perhimpunan Intelektual Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47076/jkpis.v7i2.217

The purpose of this study was conducted to determine what factors influence trust in Islamic banking. In this study, two independent variables were taken, namely religiosity and product knowledge and trust as the dependent variable. The method used in this study is a quantitative with descriptive verification method with a research sample of 99 respondents. The data analysis technique used is multiple linear regression with SPSS software version 25. Based on the results of multiple linear regression analysis, this study shows that religiosity and product knowledge has a significant on the trust of Islamic banking in the city of Purwakarta. And overall independent variables have a simultaneous effect on confidence with Fcount 27.955 with a significance level of 0.000 <0.05. And the value of 0.368 R Square shows the results that all variables have an effect simultaneously as much as 36.8%. The implication of this study shows that religiosity and product knowledge variable has a direct effect on increasing the trust of Islamic banking in the city of Purwakarta. However, this study implies the need for better The importance of increasing religiosity and pay attention to product knowledge so as to increase customers to use Islamic banking services. This research is expected to provide benefits for managers of Islamic banking branch offices to increase customer trust in Islamic banking.

DIGITAL SKILLS COUNSELING FOR GENERATION Z: A MASS COMMUNICATION PERSPECTIVE AT MADRASAH ALIYAH MIFTAHUL FALAH BANDUNG CITY Herlina, Elin; Kusumadewi, Ade Nurhayati; Priyana, Indarta; Kusnara, Hasti Pramesti; Jaya, Umban Adi
Jurnal Abdimas Bina Bangsa Vol. 5 No. 2 (2024): Jurnal Abdimas Bina Bangsa
Publisher : LPPM Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jabb.v5i2.1268

The development of digital media enhances creativity but also raises ethical issues. Users need digital communication skills to get positive effects. The purpose of this counseling is to determine the ability of digital communication skills of Generation Z at Madrasah Aliyah Miftahul Falah, Bandung City, as the next generation of the nation towards the Golden Indonesia 2045. This counseling uses a qualitative approach, using a case study approach to six Generation Z participants who come from schools at Madrasah Aliyah Miftahul Falah, Bandung City, The techniques used in the qualitative research method of the case study approach focus on observation and in-depth interviews with 6 informants consisting of three students and three female students, Using mass communication theory developed by McQuail, The results of the counseling show that Generation Z has a fairly good level of digital literacy, as evidenced by their ability to choose websites that can be trusted and communicate digitally well on social media. The findings obtained, generation Z students, understand the importance of upholding digital communication standards, as well as how to overcome ethical dilemmas that arise online, especially on social media. However, the emergence of social media also raises digital communication problems such as the spread of hoaxes, doxing, bullying, cyberbullying, fraud, and negative online behaviors that have an impact on the education sector

Peran Celebrity Endorsement Dan Tagline Terhadap Brand Awareness Konsumen N’Pure Di Purwakarta Kusumadewi, Ade Nurhayati; Marlina, Ropi; Mawardi, Amna; Laela, Ela; Asih, Sheni Mulya
Eqien - Jurnal Ekonomi dan Bisnis Vol 13 No 04 (2024): Eqien - Journal of Economics and Business
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v13i04.1918

This research was conducted to determine the effect of celebrity endorsements and taglines on brand awareness. In this study, data collection was used in the form of a non-probability sampling technique, namely a sampling technique that does not provide repeat or equal opportunity for each member of the population to be sampled. The data analysis method used in this study is multiple linear regression with the help of SPSS 25 software. Based on the results of the research that has been done, it shows that partially celebrity endorsements and taglines have a positive and significant effect on brand awareness. And all the dependent variables have a simultaneous effect on brand awareness with a calculated F value of 35.365 with a significant level of 0.000 <0.05. And the R square value shows a result of 0.429, which means that all dependent variables have a simultaneous effect of 42.9%. Keywords: Celebrity Endorsement, Tagline, Brand Awareness

Strategic Community Development Through Corporate Social Responsibility: A Case Study of the Regional Dance Program at SDN Sawotratap Sidoarjo by PT. PLN Indonesia Power Rahayu, Hilda Sri; Fahrudin, Atef; Amna, Amna; Kusumadewi, Ade Nurhayati; Jaya, Umban Adi
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 1 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i1.4482

This study aims to examine Corporate Social Responsibility in the empowerment initiative of regional dance at SDN Sawotratap, Sidoarjo. The purpose of this study focuses on how stakeholder theory analysis is carried out in the Corporate Social Responsibility empowerment program of Regional Dance at SDN Sawotratap Sidoarjo, by combining cross-cultural communication theory and stakeholder theory, which emphasizes people, profit, and planet. The method used is qualitative research, specifically the case study approach, to collect data through observation and interviews. The analysis is based on stakeholder theory, the concept of the Triple Bottom Line, and cross-cultural communication theory. The findings of this study indicate that the Corporate Social Responsibility efforts of PT PLN Nusantara Power Services have involved various stakeholders, both internal and external, including teachers and students, as well as corporate communication and CSR initiatives within PT PLN Nusantara Power Services. The impact of this CSR empowerment program can positively contribute to the sustainability of the CSR community empowerment program, in this case, through the preservation of culture and community participation, in line with the objectives of the study related to stakeholder theory in the implementation of corporate social responsibility initiatives of regional dance in community empowerment programs.

Integrating AI and Digital Marketing to Increase Generation Z's Purchasing Interest Jaya, Umban Adi; Pramesti, Hasti; Albar, Fauzan Manafi; Mbunai, La Ode; Kusumadewi, Ade Nurhayati
JOURNAL OF MANAGEMENT, ACCOUNTING, GENERAL FINANCE AND INTERNATIONAL ECONOMIC ISSUES Vol. 5 No. 1 (2025): DECEMBER
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/marginal.v5i1.1954

AI and digital marketing are essential components in modern marketing strategies that can enhance efficiency and personalize consumer experiences. AI is used for data analysis, content personalization, chatbots, and market trend prediction, while digital marketing involves marketing through digital platforms such as social media, email, and search engines. This study examines the influence of Artificial Intelligence (AI) and digital marketing on consumer purchase intention, particularly among Generation Z in Sukabumi City. The study utilized an associative methodology combined with a quantitative strategy, gathering information through online surveys from a sample of 100 participants. The data was then analyzed using SEM with PLS. The findings of the research indicate that AI and digital marketing play a crucial role in shaping consumer intentions to make purchases. AI enhances ad relevance and consumer satisfaction, while digital marketing enables companies to reach a wider and more diverse audience. The integration of AI in digital marketing has proven to increase personalization, sales conversion, and customer loyalty. The R-Square value for the consumer purchase intention construct is 0.821, indicating that the model used has good capability in explaining variations in consumer purchase intention. These findings confirm the importance of implementing AI and digital marketing in marketing strategies to increase consumer purchase intention and achieve optimal results.

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