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All Journal ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING International Journal Administration, Business & Organization GEMBIRA (Pengabdian Kepada Masyarakat) DIGIBE: Digital Business and Entrepreneurship Journal
Wachjuni
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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The Role of Hedonistic Buying Motivation, Shopping Lifestyle, and Brand Ambassador on Purchase Intentions of Blibli.com Marketplace Users in Kuningan Regency Wachjuni; Masruroh, Rina; Rahmawati , Aulia Nur; Maulana, Yasir
International Journal Administration, Business & Organization Vol 5 No 4 (2024): IJABO
Publisher : Asosiasi Ahli Administrasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61242/ijabo.24.422

Abstract

The aim of this research was to investigate the impact of Hedonistic Shopping Motivation, Shopping Culture, and Brand Ambassador on the Purchase Intention of Blibli.com Marketplace consumers in Kuningan Regency. The method is descriptive-verificative analysis. The study population comprised 150 Blibli.com Marketplace users, and the data was collected through a questionnaire and examined through the application of multiple linear regression. The findings indicated that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador collectively and individually exerted a significant influence on purchase intention. The findings imply that Hedonic Shopping Motivation, Shopping Lifestyle, and Brand Ambassador significantly influence purchase intention. To boost purchase intent, companies should create enjoyable shopping experiences, align products with consumer lifestyles, and use relevant brand ambassadors effectively.
ANTESEDEN MINAT BELI PADA E-COMMERCE LAZADA DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING: (Survei pada Masyarakat Kabupaten Kuningan) Amalia Cantika; Wachjuni; Vigory Gloriman Manalu
Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.2

Abstract

The purpose of this study was to analyze whether electronic word of mouth and celebrity endorsers affect purchase intention in e-commerce Lazada through consumer trust. The research method used is descriptive research method with the population in this study is the Kuningan Regency community who have visited and have never made a purchase at Lazada e-commerce whose number is unknown. The sampling technique used a non-probability technique with a sample of 200 respondents. The data collection technique used in this study was by distributing questionnaires and measuring them using an interval scale. The analytical tool used in this research is SEM AMOS. The results showed that: (1) E-WOM positively and significantly affected purchase intention in Lazada's e-commerce. (2) Celebrity endorsers have a significant effect on purchase intention in Lazada e-commerce. (3) E-WOM positively and significantly affects consumer confidence in Lazada e-commerce. (4) Celebrity endorsers have a positive and significant effect on consumer confidence in Lazada e-commerce. (5) Consumer trust positively and significantly affects purchase intention in Lazada e-commerce. Keywords: electronic word of mouth; celebrity endorser; purchase intention; consumer trust
Affiliate and Content Marketing Impact Purchase Decision on E-Commerce Moderated by COD Wachjuni; Oktaviani, Winda; Mahsyar, Januar Habibi
ARBITRASE: Journal of Economics and Accounting Vol. 6 No. 1 (2025): July 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v6i1.2530

Abstract

Digital era, e-commerce leverages various online marketing strategies to reach consumers. Popular methods include affiliate marketing and social media content. However, a major challenge is the low level of consumer trust in online purchases. To address this, the Cash on Delivery (COD) payment method has emerged as a solution, allowing consumers to inspect goods before payment. This study aims to explore the moderating effect of COD on the relationship between affiliate marketing, social media content, and consumer purchase decisions in e-commerce. Specifically, it analysis the impact of affiliate marketing and social media content on purchase decisions and identifies the role of COD as a moderating variable. The study investigates whether the availability of COD can strengthen or weaken the influence of online marketing on consumer purchase decisions. Using a quantitative approach, data is collected through an online survey targeting e-commerce consumers in Indonesia. The data is analysed using the Moderated Regression Analysis (MRA) method to test the research hypotheses and identify the moderating effects of COD with 240 respondents. The findings suggest that while both affiliate marketing and social media content independently influence online shopping decisions, the presence of Cash on Delivery (COD) as a moderating variable strengthens the effect of affiliate marketing more significantly. This indicates that COD enhances consumer trust particularly when purchases are driven by affiliate recommendations, compared to when decisions are influenced by social media content only
EFEKTIVITAS PENGGUNAAN GOOGLE BISNISKU PADA PONDOK PESANTREN AL-IHSAAN Habibi Mahsyar, Januar; Winda Oktaviani; Wachjuni
Jurnal Gembira: Pengabdian Kepada Masyarakat Vol 2 No 03 (2024): JUNI 2024
Publisher : Media Inovasi Pendidikan dan Publikasi

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

Abstract

Pengabdian masyarakat di Pondok Pesantren Al-Ihsaan bertujuan untuk mengatasi tantangan pemasaran dan visibilitas melalui penerapan teknologi digital, khususnya Google Bisnisku. Metode yang digunakan meliputi pelatihan intensif, pendampingan teknis, dan monitoring berkelanjutan. Hasil pengabdian menunjukkan peningkatan signifikan dalam keterampilan digital para pengurus dan santri, peningkatan jumlah kunjungan ke profil Google Bisnisku, serta peningkatan penjualan produk pesantren. Temuan ini mendukung teori difusi inovasi dan pemberdayaan komunitas, menunjukkan bahwa adopsi teknologi dapat menciptakan perubahan sosial positif yang berkelanjutan.
Co-Authors Amalia Cantika Habibi Mahsyar, Januar Mahsyar, Januar Habibi Oktaviani, Winda Rahmawati , Aulia Nur Vigory Gloriman Manalu WINDA OKTAVIANI Yasir Maulana