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All Journal Abdimasku : Jurnal Pengabdian Masyarakat Madani : Indonesian Journal of Civil Society Jurnal Fokus Manajemen Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal of Accounting and Finance Management (JAFM) International Journal of Accounting & Finance in Asia Pasific Jurnal Manajemen, Akuntansi, Ekonomi Prosiding Seminar Nasional Ekonomi dan Bisnis Universitas Ma Chung Priviet Social Sciences Journal Journal of Multidisciplinary Science: MIKAILALSYS Jurnal Pemberdayaan Ekonomi dan Masyarakat Journal of Micro, Small and Medium Enterprises WIKUACITYA: Jurnal Pengabdian Kepada Masyarakat
Enrico Aziezy
Universitas Wijayakusuma Purwokerto, Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Physics Public Health Social Sciences Other

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Digital Smart Marketing: Membangun UMKM Tangguh di Era Ekonomi Digital 5.0 Enrico Aziezy; Heru Cahyo; Wisnu Wijayanto; Zhika Vilanti; Florenkias Nikosal
Madani : Indonesian Journal of Civil Society Vol. 8 No. 1 (2026): Madani : Februari 2026
Publisher : Politeknik Negeri Cilacap

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35970/madani.v8i1.3055

Abstract

 Micro, Small, and Medium Enterprises (MSMEs) play a vital role in strengthening the local economy of Sunyalangu Village, Karanglewas District, Banyumas Regency. However, most MSMEs still face limitations in utilizing digital technology, particularly in marketing, business administration, and transaction management. This community service activity, titled "Building Resilient MSMEs in the Digital Economy 5.0 Era," aims to improve  digital literacy and technology-based business management skills among MSMEs. This program was implemented using a gradual training, mentoring, and counseling approach from October to November 2025. A total of 30 MSMEs participated in the activities, which included digital literacy counseling, digital marketing training through social media and marketplaces, and assistance in creating online store accounts and digital-based administration systems. The results of the activity showed that most participants successfully established active marketplace accounts and began implementing online marketing strategies, which have resulted in an expanded market reach and increased business operational efficiency. However, limited internet infrastructure and the availability of digital devices remain obstacles to optimizing technology utilization. Overall, this activity has had a positive impact on changing the business behavior of MSMEs and strengthening their business independence and resilience in the face of the digital economy's development. 
The Influence of Online Customer Reviews, Online Customer Ratings, Cash on Delivery, Free Shipping Taglines, and Product Bundling on Purchase Decisions of Marina Products at the Official Shopee Store Grecya Ho; Enrico Aziezy; Wisnu Wijayanto; Dian Safitri P Koesoemasari
Journal of Multidisciplinary Science: MIKAILALSYS Vol 4 No 2 (2026): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v4i2.10350

Abstract

The rapid growth of e-commerce in Indonesia has transformed consumer behavior in online purchasing decisions, particularly as consumers increasingly rely on informational and promotional signals before completing digital transactions. Previous studies on the effects of online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling on purchasing decisions have produced inconsistent findings. This study aims to analyze the effects of online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling on purchasing decisions for Marina products at the Shopee Official Store. This study employed a quantitative method with an explanatory research design. The population consisted of students from the Faculty of Economics and Business at Universitas Wijayakusuma Purwokerto who had purchased Marina products through the Shopee Official Store. Using purposive sampling, 100 respondents were selected as the research sample. Data were collected through Likert-scale questionnaires and analyzed using multiple linear regression analysis. The findings indicate that online customer reviews, online customer ratings, Cash on Delivery, free shipping taglines, and product bundling have positive and significant effects on purchasing decisions. Product bundling emerged as the most dominant factor influencing purchasing decisions, whereas Cash on Delivery had the lowest yet still significant effect. The coefficient of determination value of 76.9% indicates that the independent variables strongly explain variations in purchasing decisions. The study concludes that digital marketing strategies based on information quality, promotional incentives, and transaction security play important roles in strengthening consumer purchasing decisions on marketplace platforms. These findings contribute to digital marketing literature by clarifying the combined influence of consumer-generated information, payment security, and promotional strategies, while providing practical implications for companies to improve review quality, maintain product ratings, optimize free shipping promotions, strengthen Cash on Delivery services, and develop product bundling strategies aligned with consumer needs.
The Influence of Brand Image, Trust, Perceived Value, and Electronic Word of Mouth on Purchase Decisions for Hanasui Products on TikTok Shop Akhila Fatmawati; Ady Achadi; Enrico Aziezy; Dian Safitri P Koesoemasari
Journal of Multidisciplinary Science: MIKAILALSYS Vol 4 No 2 (2026): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v4i2.10658

Abstract

The rapid growth of TikTok Shop as a social commerce platform has reshaped consumer purchasing behavior in the beauty industry, particularly by integrating product promotion, peer interaction, and transaction processes within a single digital environment. However, the determinants of purchase decisions for local cosmetic products on TikTok Shop remain underexplored. This study aimed to examine the effects of brand image, trust, perceived value, and electronic word of mouth (e-WOM) on consumers’ purchase decisions regarding Hanasui products on TikTok Shop. A quantitative approach with an explanatory research design was employed. Data were collected through questionnaires from 100 Hanasui consumers in Purwokerto who had purchased products through TikTok Shop, using purposive sampling. The data were analyzed using multiple linear regression. The findings reveal that brand image, trust, perceived value, and e-WOM have positive and significant effects on purchase decisions, with perceived value emerging as the most influential predictor. Collectively, these four variables explain 50.7% of the variance in purchase decisions. The study concludes that consumers’ purchase decisions in social commerce environments are shaped by brand perception, consumer trust, perceived product value, and digital information generated through online interactions. These findings contribute to the literature on social commerce and digital consumer behavior by demonstrating the combined role of cognitive, relational, and informational factors in cosmetic product purchase decisions, while offering practical implications for companies to strengthen brand image, enhance trust, optimize product value, and manage e-WOM more effectively.
The Influence of Brand Image, Influencer Marketing, Online Customer Reviews, and Scarcity Marketing on Consumers' Purchase Decisions for Skintific Products on TikTok Pungky Diana Putri; Mayla Surveyandini; Enrico Aziezy
Journal of Multidisciplinary Science: MIKAILALSYS Vol 4 No 2 (2026): Journal of Multidisciplinary Science: MIKAILALSYS
Publisher : Darul Yasin Al Sys

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58578/mikailalsys.v4i2.11218

Abstract

The rapid growth of social commerce has transformed consumer purchasing behavior, particularly in the skincare industry, where purchase decisions are shaped by multiple digital marketing factors. This study examined the effects of brand image, influencer marketing, online customer reviews, and scarcity marketing on consumers’ purchase decisions for Skintific products through TikTok. A quantitative explanatory approach was employed, involving 100 respondents who had purchased Skintific products through TikTok and were selected using purposive sampling. Data were collected through an online questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics. The findings revealed that brand image and online customer reviews had positive and statistically significant effects on purchase decisions, whereas influencer marketing and scarcity marketing had no significant effects. These results indicate that consumers place greater emphasis on brand credibility and authentic customer experiences than on influencer-based and scarcity-oriented promotional strategies when purchasing skincare products through social commerce. This study contributes empirical evidence regarding the differential effects of digital marketing factors on consumer decision-making and provides practical implications for companies seeking to strengthen their brand image and optimize customer reviews as strategic instruments for increasing purchase decisions in social commerce environments.
The Influence of Macroeconomic Variables on the Performance of Sharia-Registered Stock Mutual Funds Isnaeni Rokhayati; Siti Muntahanah; Harsuti Harsuti; Enrico Aziezy; Agung Prasetyo Minggi
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 2 (2026): June 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i2.4400

Abstract

Sharia stock mutual funds are increasingly important investment instruments, but their performance remains sensitive to macroeconomic conditions. This study aims to test and analyze how macroeconomic variables, namely the BI rate, inflation, and exchange rate, influence the performance of Sharia stock mutual funds registered with the Financial Services Authority from 2016 to 2023. The sampling technique used purposive sampling, with 13 mutual funds as research samples. This quantitative panel-data study applied panel data regression, and the Random Effect Model was selected as the best model. The results show that the BI rate has a negative and significant effect on net asset value (NAV) (b = -2.352; p = 0.0005), while inflation has a positive and significant effect on NAV (b = 1.147; p = 0.0054). Meanwhile, the exchange rate has no significant effect on NAV (b = 0.769; p = 0.8113). These findings suggest that investors should consider interest-rate and inflation movements when making investment decisions in Sharia stock mutual funds, while future research may include internal fund characteristics, broader economic indicators, and taxation variables.
Pengaruh Atribut Produk, Keterlibatan Produk, Word of Mouth, Influencer Marketing terhadap Niat Beli Produk Cushion Somethinc di Purwokerto Shafy Nur Farah Dilla; Wisnu Wijayanto; Enrico Aziezy
Journal of Accounting and Finance Management Vol. 7 No. 3 (2026): Journal of Accounting and Finance Management (July - August 2026)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v7i3.3699

Abstract

Perkembangan industri kecantikan kategori makeup di Indonesia mengalami pertumbuhan signifikan dalam beberapa tahun terakhir. Salah satu penyebab pesatnya industri kecantikan karena perubahan preferensi kaum perempuan terhadap produk kecantikan menjadi kebutuhan pokok. Salah satu produk kecantikan yang populer adalah cushion yang merupakan inovasi dalam dunia makeup karena menggabungkan fungsi alas bedak dan perawatan kulit. Somethinc, sebagai salah satu brand lokal yang berfokus pada produk kecantikan, telah meluncurkan produk cushion yang mendapatkan perhatian besar dari konsumen, terutama generasi muda. Penelitian ini bertujuan  untuk  menganalisis  pengaruh atribut produk, keterlibatan produk, Word of Mouth dan influencer marketing terhadap niat beli produk cushion Somethinc di Purwokerto. Penelitian ini dilakukan pada populasi yaitu mahasiswa di Purwokerto yang berniat membeli produk cushion Somethinc, jumlah sampel yang digunakan 100  responden  dengan  teknik purposive sampling yang dikumpulkan  melalui  kuesioner. Dianalisis dengan teknik regresi linier berganda untuk uji data pada penelitian ini. Hasil menunjukan bahwa  atribut produk, keterlibatan produk, Word of Mouth dan influencer marketing memiliki pengaruh positif dan signifikan pada terhadap  niat beli produk  cushion Somethinc di Purwokerto. Implikasi pada penelitian ini yaitu: 1) Perusahaan perlu lebih memperhatikan desain kemasan agar terlihat berkualitas, menarik, dan sesuai selera pasar sehingga dapat meningkatkan kepercayaan konsumen serta daya saing merek; 2) Perusahaan perlu meningkatkan daya tarik produk melalui kemasan, inovasi, dan promosi yang lebih menarik agar minat konsumen meningkat serta posisi produk di pasar semakin kuat; 3) Perusahaan perlu memperkuat promosi dari mulut ke mulut melalui peningkatan kualitas produk, program referral, dan promosi yang mendorong konsumen berbagi pengalaman positif agar kepercayaan dan minat beli meningkat; dan 4) Promosi melalui influencer perlu disesuaikan dengan target pasar agar pesan lebih relevan, meningkatkan kepercayaan konsumen, dan mendorong minat beli.
Co-Authors Achadi, Ady Ady Achadi Agung Prasetyo Minggi Akhila Fatmawati Arinastuti Arinastuti Cahyo, Heru Dian Safitri P Koesoemasari Florenkias Nikosal Florenkias Nikosal Grecya Ho Harsuti, Harsuti Isnaeni Rokhayati Jalut, Ahmad Jalut Rifa'i Krisnhoe Sukma Danuta Masita, Tri Esti Muntahanah, Siti Octisari, Sully Kemala Pahlevi, Akbar Pungky Diana Putri Purnomo, Sodik Dwi Ramadhan, Sandi Riwanda, Galuh rizka fauziyatun nisa Saputra, Achmad Adi Shafy Nur Farah Dilla Surveyandini, Mayla Tiara Tiara Tiara, Tiara Triandini, Fajar Wisnu Wijayanto Wisnu Wijayanto Zhika Vilanti Zhika Vilanti