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All Journal Journal of Management and Bussines (JOMB) IJORER : International Journal of Recent Educational Research Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Pramudita Faddila, Syifa
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Peran Citra Merek dalam Memediasi E-Wom terhadap Minat Beli Produk Handphone di Sosial Media Facebook Azis, Fachri; Savitri, Citra; Pramudita Faddila, Syifa
Journal of Management and Bussines (JOMB) Vol 6 No 4 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i4.10064

Abstract

This research aims to investigate the influence of electronic Word of Mouth (e-Wom) on consumer purchase intention, with brand image as a mediating variable. e-Wom is increasingly crucial in digital marketing, shaping perceptions and purchasing decisions. Brand image is expected to explain the relationship between e-WOM and consumer buying interest. Quantitative methods as the main basis. The type of research used in this research is descriptive and verification. The results of this research found that e-Wom influences the Buying Interest variable through the mediation of Brand Image, there is a positive and significant indirect relationship. It is hoped that the practical implications of these findings can guide marketing practitioners in designing more effective strategies for managing e-WOM and building a strong brand image to increase consumer purchasing interest in the digital marketing environment. Keyword : Brand Image, E-Wom, Facebook, Purchase Intention
Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee Utami, Cahyaning; Savitri, Citra; Pramudita Faddila, Syifa
Journal of Management and Bussines (JOMB) Vol 6 No 4 (2024): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v6i4.10118

Abstract

This study aims to measure the extent to which flash sales and discount offers influence impulsive buying decisions. Data were collected through an online survey involving 130 respondents and analyzed using quantitative descriptive methods and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to evaluate the significant effect of flash sales and discounts on impulsive buying. The results showed that marketing strategies involving flash sales and discounts significantly stimulated quick and spontaneous purchasing decisions. This finding highlights the effectiveness of these marketing techniques in increasing consumer impulsive behavior in the fashion category. Keywords: Discount, Flash Sale, Impulsive Buying
Pengaruh Influencer Janes Christina dan Kualitas Produk Kosmetik Somethinc terhadap Keputusan Pembelian pada Aplikasi Tiktok Savitri, Citra; Khulwani, Aimmatul; Pramudita Faddila, Syifa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.181

Abstract

The growth of the industrial sector in Indonesia is currently still a pillar of the country's economy, one of which is the cosmetics industry. Interest in seeking beauty in Karawang Regency has fluctuated. The purpose of this research is to examine the influence of the role of influencers and product quality in influencing the decision to buy cosmetics Something on TikTok. This study uses a quantitative method with the Partial Least Square-Structural Equal Model (PLS-SEM) approach. The population of this research is women belonging to Generation Z who follow Janes Christina's tiktok account and have used Somethinc cosmetic products for as many as 128 people and a sample of 100 people. Data collection uses a questionnaire via Google form and the analysis tool uses SmartPLS 3.0 software to test the proposed hypothesis. Based on the results of the study, researchers found that influencers and product quality had a positive and significant effect on purchasing decisions.
Pengaruh Daya Tarik Iklan Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Pengguna Jasa Transportasi Online Grab: Studi pada Mahasiswa/I Universitas Buana Perjuangan Karawang Raihani Putri, Qory; Savitri, Citra; Pramudita Faddila, Syifa
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2543

Abstract

The emergence of the Grab service in Indonesia is an example of how the contemporary era and globalization have encouraged innovation and change. The business actively uses internet marketing techniques, with a focus on making advertising and electronic word of mouth more attractive to attract users. This research tries to find the impact of advertising attractiveness on e-Wom as well as the impact of user interest in Grab influenced by advertising and electronic word-of-mouth. SmartPLS 4 analysis is used in a research approach with the student population of Buana Perjuangan University, Karawang. By implementing the Slovin formula in the analysis, a sample of 385 respondents was selected with an error rate of 5%. The findings of this study show that e-Wom is strongly influenced by advertising attractiveness, and users' propensity to purchase Grab services is very positively influenced by e-Wom and advertising attractiveness.
The Role of Memorable Educational Tourism Experience in Shaping Revisit Intention: The Moderating Effects of Novelty Seeking and Overtourism Sensitivity Pramudita Faddila, Syifa; Hurriyati, Ratih; Hendrayati, Heny; Puspito Diyah Setiyorini, Heri; Sidiq Idris Azzam, Muhammad
IJORER : International Journal of Recent Educational Research Vol. 7 No. 3 (2026): May
Publisher : Faculty of Teacher Training and Education Muhammadiyah University of Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46245/ijorer.v7i3.1438

Abstract

Objective: This study contributes theoretically by developing a conditional dual-moderation model that explains when and for whom MTE effectively translates into revisit intention, particularly within educational tourism contexts.. Method: A quantitative approach was employed using a survey method, with data collected from 319 respondents who had previously visited tourism destinations in West Java. Data were analyzed using Moderation Regression Analysis (MRA) with Hayes PROCESS Model 2 in SPSS to examine both direct and moderating effects. Results: The results indicate that MTE has a positive effect on revisit intention, suggesting that memorable experiences encourage tourists to consider revisiting the same destination. However, the strength of this relationship varies depending on individual characteristics and perceptions. Novelty seeking weakens the relationship between MTE and revisit intention, indicating that tourists with a strong preference for new experiences are less likely to revisit the same destination despite having memorable experiences. In contrast, overtourism sensitivity influences how tourists evaluate the feasibility of revisiting, as concerns about crowding and destination conditions shape future travel considerations. Novelty: This study contributes by integrating novelty seeking and overtourism sensitivity as simultaneous moderators in the MTE–revisit intention relationship, offering a more comprehensive explanation of how memorable experiences translate into future behavioral intentions in tourism contexts.
Co-Authors Azis, Fachri Heny Hendrayati Khulwani, Aimmatul Puspito Diyah Setiyorini, Heri Raihani Putri, Qory Ratih Hurriyati Savitri, Citra Sidiq Idris Azzam, Muhammad Utami, Cahyaning