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All Journal JMM (Jurnal Masyarakat Mandiri) International Journal of Economics, Business and Accounting Research (IJEBAR) Indonesian Journal of Social Research (IJSR) Asian Management and Business Review Jurnal Riset Manajemen dan Bisnis Bandung Conference Series: Business and Management International Journal of Entrepreneurship, Business, and Creative Economy International Journal of Emerging Issues in Islamic Studies MIMBAR : Jurnal Sosial dan Pembangunan Engagement: Jurnal Pengabdian Kepada Masyarakat Journal of Social Entrepreneurship Theory and Practice Jurnal Manajemen dan Bisnis (Performa)
Nindya Saraswati
Prodi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Islam Bandung
Religion Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Content Marketing di Instagram dan Store Atmosphere terhadap Keputusan Pembelian pada Kopi Salarea Dago Muhammad Risyda Asyafar; Dede R Oktini; Nindya Saraswati
Bandung Conference Series: Business and Management 879-886
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.25482

Abstract

Abstract. The rapid growth of coffee shop businesses in Bandung has intensified competition among business owners, requiring effective marketing strategies to influence consumer purchasing decisions. This study aims to analyze the influence of Instagram content marketing and store atmosphere on purchasing decisions at Kopi Salarea Dago. This research employed a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to 100 consumers of Kopi Salarea Dago selected using purposive sampling. The collected data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination with IBM SPSS Statistics 25. The findings indicate that Instagram content marketing has a positive and significant effect on purchasing decisions. Conversely, store atmosphere does not have a significant partial effect on purchasing decisions. However, simultaneously, content marketing and store atmosphere significantly influence purchasing decisions. The study concludes that content marketing is the dominant factor affecting consumer purchasing decisions at Kopi Salarea Dago. Therefore, business owners are encouraged to improve the quality, consistency, and relevance of social media content while maintaining a comfortable store atmosphere to strengthen consumer purchasing decisions. Abstrak. Perkembangan industri kedai kopi di Kota Bandung yang semakin pesat menyebabkan persaingan antar pelaku usaha semakin tinggi sehingga diperlukan strategi pemasaran yang mampu meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh content marketing Instagram dan store atmosphere terhadap keputusan pembelian pada konsumen Kopi Salarea Dago. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Data diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen Kopi Salarea Dago dengan teknik purposive sampling. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi menggunakan IBM SPSS Statistics 25. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, store atmosphere tidak berpengaruh signifikan secara parsial terhadap keputusan pembelian. Namun, secara simultan kedua variabel berpengaruh signifikan terhadap keputusan pembelian. Temuan penelitian menunjukkan bahwa content marketing merupakan faktor yang paling dominan dalam memengaruhi keputusan pembelian konsumen Kopi Salarea Dago. Oleh karena itu, peningkatan kualitas konten digital perlu menjadi fokus utama perusahaan tanpa mengabaikan kualitas suasana toko.
Strategi Pengembangan Usaha Brand Lokal In-Onecloth melalui Event dan Social Media Marketing Dimas Raditia; Rezi Muhamad Taufik Permana; Nindya Saraswati
Bandung Conference Series: Business and Management 1101-1110
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcsbm.v6i2.26248

Abstract

Abstract. The local fashion industry in Indonesia, particularly in Bandung, has grown rapidly along with the increasing interest of young consumers in fashion products that emphasize comfort, style, and personal identity. In-OneClothn is a local fashion brand focusing on casual wear, with its main product being board shorts made from cotton-taslan material. This study aims to analyze and formulate brand development strategies for In-OneClothn to increase sales and brand awareness amid the increasingly competitive fashion industry. The research methods include SWOT analysis, Porter's Five Forces, Balanced Scorecard, Target and Performance analysis, and the Boston Consulting Group (BCG) Matrix, supported by marketing approaches through segmentation, targeting, positioning (STP), and the marketing mix. The results indicate that In-OneClothn has strong growth potential through the optimization of digital marketing, the use of social media and marketplaces, and the strengthening of brand identity that emphasizes a balance between comfort, simplicity, and style. A well-planned and sustainable brand development strategy is expected to enhance the brand's existence, sales performance, and competitiveness within the creative fashion industry. Abstrak. Industri fesyen lokal Indonesia, khususnya di Kota Bandung, mengalami perkembangan pesat seiring meningkatnya minat generasi muda terhadap produk fesyen yang mengutamakan kenyamanan, gaya, dan identitas diri. In-OneClothn merupakan merek fesyen lokal yang bergerak di bidang pakaian kasual dengan produk utama berupa celana board short berbahan katun-taslan. Penelitian ini bertujuan untuk menganalisis dan merumuskan strategi pengembangan brand In-OneClothn dalam meningkatkan penjualan dan brand awareness di tengah persaingan industri fesyen yang semakin kompetitif. Metode penelitian yang digunakan meliputi analisis SWOT, Five Forces Porter, Balanced Scorecard, Target and Performance, serta Boston Consulting Group (BCG) Matrix, dengan pendekatan pemasaran melalui segmentasi, targeting, positioning (STP), dan bauran pemasaran. Hasil penelitian menunjukkan bahwa In-OneClothn memiliki peluang besar untuk berkembang melalui optimalisasi pemasaran digital, pemanfaatan media sosial dan marketplace, serta penguatan identitas brand yang menekankan keseimbangan antara kenyamanan, kesederhanaan, dan gaya. Strategi pengembangan brand yang terarah dan berkelanjutan dinilai mampu meningkatkan eksistensi, penjualan, dan daya saing In-OneClothn sebagai brand fesyen lokal di industri kreatif.
The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer Rezi Muhamad Taufik Permana; Eka Tresna Gumelar; Nindya Saraswati
MIMBAR : Jurnal Sosial dan Pembangunan Volume 39, No. 2, (December 2023) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v39i2.2964

Abstract

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. Purposive sampling was used in sampling in this research where respondent criteria were required to achieve the objectives of this research. Meanwhile, data analysis on this research uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Influencer Marketing and Social Media Marketing, where FoMO has a positive effect on changes in consumer behavior
Indonesian Halal Beauty Consumers’ Impulse Buying: Credibility, Awareness, and FoMO Explained Nindya Saraswati; Rezi Muhamad Taufik Permana; Eka Tresna Gumelar
MIMBAR : Jurnal Sosial dan Pembangunan Volume 41, No. 1, (June 2025) [Accredited Sinta 3, No 79/E/KPT/2023]
Publisher : UPT Publikasi Ilmiah (Universitas Islam Bandung)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/mimbar.v41i1.4941

Abstract

Indonesia has a large and growing Muslim population, making it a significant market for halal beauty products. Consumers with high halal awareness are more discerning in their product choices, while credible influencers can effectively sway impulsive buying decisions. This empirical study aims to uncover how halal awareness and influencers credibility impact impulsive buying behaviour of halal beauty products and to explore how the fear of missing out (FoMO) moderates the relationships. This research is quantitative, which involves survey to 209 respondents and data analysis to quantify the relationships using SmartPLS4. The findings reveal significant positive correlation between halal awareness, influencer credibility and impulsive buying. Although FoMO shows a positive correlation with impulsive buying, its effect is not statistically significant. The moderating effect of FoMO role does not significantly show in the relationships. This research contributes to enrich liiterature, provide actionable insights for businesses and marketers in developing targeted marketing strategies that can encourage innovation and meet market demand.
SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE Nindya Saraswati; Aditia Wirayudha
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6 No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.6354

Abstract

Today, the importance of sustainability is increasing as environmental issues have become a concern for both businesses and consumers. Companies must swiftly comprehend the idea of sustainability and begin to assess themselves as businesses need to make a profit to survive, but to be sustainable, they need to balance the other two priorities, namely people and the planet. Hence, the idea of sustainable marketing has emerged. It focuses on the need to practice sustainability as well as to meet the needs, without harming future generations, by having green movement as core business goals. This study aims to identify the influence of sustainability marketing mix in purchasing decisions towards green personal care products, The Body Shop, in the Indonesian context and to reveal the role of consumer’s green attitudes as moderating variable. This is a quantitative research. Meanwhile, the data analysis technique consists of testing the validity and reliability, simple linear regression, hypothesis testing and moderated regression analysis. The findings show that the sustainability marketing mix has a positive and significant effect on purchasing decisions for green products in Indonesia, moderated by consumer’s green attitude.
Co-Authors Aditia Wirayudha Alamsyah, Indra Fajar Alfian Raga Mulya Allya Roosallyn Assyofa Alya Itrah Fatimah Anita Rahayu Aqsya Shaqilla Ayu Fauziah Rahmat Bella Fujitha Dede R Oktini Dedy Ansari Harahap Dimas Raditia Eka Tresna Gumelar Farsya Aulia Anbari Febriyanti, Kharisma Fiqri Alwandzaki Martandani Ratman Hafedz Aulia Darass Handri, Handri Hendrati Dwi Mulyaningsih Ihsan Padilah Ismi Oktaviani Kayla Zalfa Syadzaalifah Maramis Mochamad Geraldy Maya Nurfauzia Mochamad Fauzan Ghagana Putra Mochamad Malik Akbar Rohandi Muhammad Farhan Januar Muhammad Rifqi Risqullah Muhammad Risyda Asyafar Muhammad Taufik Permana, Rezi Musyarrofah Mutiara Nurazizah Rahayu Nadia Meirani Nardin Najla Natasya Rheina Fitri Nina Maharani Nur Fitriani Hidayat Nurbiyah Nurul Izzati Permana, Rezi Muhamad Taufik Putri Fatimah , Nadhifa Amelia Raki A Naufal Nafiis Ratih Tresnati Rinza Alesvia Rosandi, Mochamad Malik Akbar Septiana Ayu Estri Mahani Shinta Ajeng Pratiwi Sufian, Muhammad Fathoni Syafik Fauzi Indra Nurjaman Unaissa Nubailla Affifah Yeyen Pratika Yudha Dwi Nugraha