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All Journal JURNAL SISTEM INFORMASI BISNIS Jurnal Administrasi Bisnis Jurnal Manajemen Teknologi Jurnal Manajemen Bisnis JURNAL ILMIAH MANAJEMEN & BISNIS Journal of Economics, Business, & Accountancy Ventura Jurnal Ilmiah Ekonomi Islam MANAJERIAL Journal of Economic, Bussines and Accounting (COSTING) JURNAL MANAJEMEN INDUSTRI DAN LOGISTIK Dinamisia: Jurnal Pengabdian Kepada Masyarakat J-MAS (Jurnal Manajemen dan Sains) Journal of Entrepreneurship, Management and Industry (JEMI) JURNAL PENDIDIKAN TAMBUSAI Journal of Economic, Management, Accounting and Technology (JEMATech) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Samudra Ekonomi dan Bisnis JURNAL AKUNTANSI, MANAJEMEN DAN EKONOMI Jurnal Ilmiah Ekonomi Global Masa Kini MABIS: Manajemen dan Bisnis Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Abdi Dosen : Jurnal Pengabdian Pada Masyarakat Jurnal Ilmiah Edunomika (JIE) Jurnal Manajemen Jurnal Ilmiah Manajemen Kesatuan Jurnal Ekobis : Ekonomi Bisnis & Manajemen Cakrawala Repositori Imwi Coopetition : Jurnal Ilmiah Manajemen Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Intervensi Komunitas: Jurnal Pengabdian Masyarakat Community Empowerment Jurnal Ekonomi Surakarta Management Journal Journal of Education Research Journal of Social Research Bussman Journal : Indonesian Journal of Business and Management International Journal of Social Science, Education, Communication and Economics Jurnal Ekonomi Trisakti JUARA: JURNAL WAHANA ABDIMAS SEJAHTERA JURNAL ABDIKARYASAKTI Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen JURNAL ABDI MASYARAKAT INDONESIA (JAMIN) Jurnal ekonomi Manajemen dan Bisnis (JUBIS) Jurnal Penelitian Ekonomi Manajemen dan Bisnis Amkop Management Accounting Review (AMAR) EBID:Ekonomi Bisnis Digital Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Asian Journal of Management, Entrepreneurship and Social Science journal of social and economic research
Yolanda Masnita Siagian
Universitas Trisakti Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Transportation Other

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PRODUK KOSMETIK HALAL DENGAN PENDEKATAN PUSH PULL AND MOORING GUNA MENINGKATKAN SWITCHING INTENTION Fitriani, Fitriani; Siagian, Yolanda Masnita
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.339

Abstract

Halal cosmetic products have become a major focus in the global beauty industry in response to increasing consumer demand for halal and safe products. This study analyzes effective marketing strategies using push, pull, and mooring approaches to increase consumer switching intentions to halal cosmetic products. The ‘push’ approach involves actively promoting products to consumers through social media, advertising, and campaigns that emphasize the benefits of halalness, quality, and safety. On the other hand, the ‘pull’ strategy focuses on creating product appeal through formulation innovation, attractive packaging, and consumer testimonials that strengthen trust in the halalness and superiority of the product. In addition, the ‘mooring’ approach associates halal cosmetic products with values that are relevant to consumers, such as environmental awareness, sustainability, and awareness of the product’s goodness for the skin. The results of the study show that the combination of push, pull, and mooring strategies simultaneously has a significant positive effect on consumer switching intentions to halal cosmetic products. This holistic marketing strategy strengthens consumers’ perceptions of halalness, quality, and added value of the product, triggering a desire to switch from conventional products to halal cosmetic products that are safer and in line with their values.
SOCIAL MEDIA MARKETING ACTIVITIES DENGAN PENDEKATAN TRIANGULAR GUNA MENINGKATKAN BRAND EQUITY Mariani, Rumondang Dian; Masnita, Yolanda
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.314

Abstract

By analyzing and identifying the variables tested, this study examines the variables that affect brand equity mediated by perceived quality. This research uses quantitative methods with questionnaire data collection tools. Furthermore, the data that has been collected is processed using the SEM-PLS method. The results showed that the social media marketing factor can be significantly influenced by the component: perceived quality of services perceived by consumers. However, brand trust and brand love do not have a significant influence on brand equity.
INNOVATIVE SOCIAL MEDIA MARKETING: TRANSFORMING B2B SME PERFORMANCE THROUGH PRODUCT INNOVATION Farida, Ida; Siagian, Yolanda Masnita
EBID: Ekonomi Bisnis Digital Vol 2, No 2 (2024): Desember
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v2i2.315

Abstract

The development of firm performance in the B2B sector is increasingly complex in the digital era, influenced by globalization, digitalization, and socio-economic changes. This study aims to explore the impact of social media marketing (SMM) on firm performance, with product innovation as a mediating variable. A quantitative research approach was employed, analyzing data from various B2B companies. The results indicate that the use of SMM, both internally and externally, positively contributes to firm performance, particularly through product innovation. The study also finds that the impact of SMM usage varies depending on the type of marketing innovation implemented. These findings provide new insights into the relationship between social media and firm performance in B2B contexts and reinforce existing theories regarding the importance of product innovation in enhancing firm performance. This research is expected to serve as an important reference for companies in developing marketing strategies in the digital era.
SOR Theory in Chatbot Services to Increase Repurchase Intention Fadhly, Hafiz; Kurniawati, Kurniawati; Masnita, Yolanda
SIMAK Vol 22 No 02 (2024): Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK)
Publisher : Faculty of Economics dan Business, Atma Jaya Makassar University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35129/simak.v22i02.536

Abstract

The Indonesian banking industry is currently undergoing rapid digital transformation, with the adoption of new technologies such as Artificial Intelligence (AI) to enhance customer service and operational efficiency. One interesting application of AI is chatbot services, computer programs that can simulate direct conversations with customers. AI chatbots offer various benefits to the banking industry, such as 24-hour customer service. However, there is limited research evaluating the impact of AI marketing activities through chatbots on repurchase intention in the Indonesian banking sector. This study analyzes the influence of AI marketing activities through AI chatbots on repurchase intention of banking services, with Word of Mouth (WOM) as a mediating variable. This study provides new insights into the impact of AI marketing activities on brand experience and customer repurchase intention. Using a quantitative method with a questionnaire on 300 bank customers. Banks should increase the use of AI and chatbots to increase repurchase intention through WOM.
Studi Consumer Brand Engagement pada Media Sosial FnB (Food and Beverages) Brand di Indonesia untuk Meningkatkan Brand Loyalty dengan Teori Social Exchange Sasono, Annisa Ajeng Putikasari; Masnita, Yolanda; Kurniawati, Kurniawati
J-MAS (Jurnal Manajemen dan Sains) Vol 9, No 2 (2024): Oktober
Publisher : Universitas Batanghari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/jmas.v9i2.2003

Abstract

Consumer Brand Engagement (CBE) on social media is important in shaping consumers emotional and interactive engagement with brands, spanning cognitive, affective and behavioral dimensions. In Indonesia, brand loyalty in the food and beverage (FnB) industry is often challenging, with many brands struggling to retain consumers in a competitive and dynamic market. The purpose of this study is to examine the dynamics of Consumer Brand Engagement and its impact on brand love and brand loyalty. This research specifically aims to understand how brand interactivity, consumer involvement, and e-WOM can influence Consumer Brand Engagement and impact to increase brand loyalty. This study used a quantitative approach, which was conducted through an online survey involving 317 respondents, and SmartPLS software was used to conduct SEM-PLS data analysis. This study found that consumer involvement and e-WOM have a positive influence on Consumer Brand Engagement. Furthermore, Consumer Brand Engagement shows a positive influence on brand love and brand loyalty, indicating that active and meaningful interactions between consumers and brands through social media can increase brand loyalty. This research contributes and integrates the social exchange theory literature to provide a deeper understanding of consumer brand engagement, consumer involvement, e-WOM, brand love and brand loyalty. This research highlights the importance of applying consumer involvement and e-WOM in the context of FnB Brand's social media marketing activities in Indonesia. It offers valuable insights for marketers who want to increase Consumer Brand Engagement and brand loyalty.
Influencer Authenticity: The Key to Triggering Impulsive Online Purchases Rahadian, Dimas; Yolanda Masnita; Kurniawati; Anggi Puspita, Lintang
Jurnal Ilmiah Ekonomi Global Masa Kini Vol. 16 No. 2 (2025): Vol. 16 No. 2
Publisher : Universitas Indo Global Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36982/jiegmk.v16i2.6106

Abstract

This study explored the influence of influencer marketing on online impulse buying intentions, focusing on the role of perceived authenticity as a mediating factor. With the rapid growth of social media and influencer marketing, the study aimed to understand how the congruence between consumers, influencers, and products can influence impulsive purchasing behaviors. Data were collected from 257 active Instagram users in the Jabodetabek region, using Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The findings showed that consumer-product congruence positively influenced online impulse buying intentions, with perceived authenticity significantly mediating this relationship. However, the congruence between consumers and influencers did not show a significant impact on impulse buying intentions. The study suggests that perceived authenticity is a key factor for companies to consider when choosing influencers, as it enhances consumer trust and impulsive purchasing behavior. Limitations of the study include the limited geographic focus on Jabodetabek and the single social media platform, Instagram. Future research should expand to other social media platforms and broader cultural contexts to further explore the role of authenticity in influencer marketing and its effects on impulsive buying. Keywords: Influencer Marketing, Perceived Authenticity, Online Impulse Buying Intentions
Pengaruh Digital Social Responsibility terhadap Peningkatan Purchase Intention Layanan Perbankan Pada Generasi Y: Tinjauan Social Exchange Theory Simatupang, Jujung; Masnita, Yolanda; Kurniawati, Kurniawati
Coopetition : Jurnal Ilmiah Manajemen Vol. 16 No. 3 (2025): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/pkg4t906

Abstract

Penelitian ini bertujuan menganalisis pengaruh Digital Social Responsibility (DSR) terhadap purchase intention pada layanan perbankan di Indonesia serta mengevaluasi peran customer engagement in DSR, brand loyalty, brand attitude, dan moderasi Generation Y Consumers. Penelitian ini juga menguji ketidakkonsistenan pengaruh moderasi Generasi Y pada hubungan brand loyalty dan brand attitude terhadap purchase intention. Metode yang digunakan adalah pendekatan kuantitatif dengan desain kausal melalui penyebaran kuesioner kepada 381 responden Generasi Y yang menggunakan layanan perbankan dan mengetahui aktivitas DSR melalui media sosial. Analisis dilakukan menggunakan Structural Equation Modeling (SEM) dengan AMOS 24 dan SPSS. Hasil penelitian menunjukkan bahwa DSR berpengaruh positif terhadap customer engagement, brand loyalty, dan brand attitude, namun tidak berpengaruh langsung terhadap purchase intention. Brand loyalty terbukti memediasi pengaruh DSR terhadap purchase intention, sedangkan customer engagement dan brand attitude tidak memediasi hubungan tersebut. Selain itu, Generation Y Consumers tidak memoderasi hubungan brand loyalty maupun brand attitude terhadap purchase intention. Temuan ini mengindikasikan bahwa aktivitas DSR belum mampu secara langsung mendorong niat beli dan keputusan Generasi Y lebih dipengaruhi faktor lain seperti kepercayaan serta fungsionalitas layanan.
PERAN INFLUENCER DALAM MEMBENTUK KESEJAHTERAAN KONSUMEN UNTUK MENINGKATKAN NIAT BELI WIJANARKO, FAIQ RAIHAN; Masnita Siagian, Yolanda
Eqien - Jurnal Ekonomi dan Bisnis Vol 14 No 04 (2025): Journal Of Economics and Business
Publisher : Fakultas Ekonomi dan Bisnis Universitas Islam DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v14i04.2120

Abstract

This study aims to analyze the role of influencers in shaping consumer well-being to increase purchase intention. The instrument used to measure the research variables has passed the validity and reliability tests. Sampling was carried out using the non-probability sampling method with a purposive sampling technique. The respondent criteria in this study were men who were followers of social media influencers of men's skincare products in the past month. A total of 206 respondents who met the criteria had filled out the questionnaire online via Google Form. The data obtained were processed using the Structural Equation Modeling (SEM) analysis method using AMOS software. The results of this study indicate that trustworthiness has a positive effect on stickiness in influencer posts, then stickiness in influencer posts has a positive effect on hedonic well-being and eudaimonic well-being, and ultimately consumer eudaimonic well-being has a positive effect on purchase intention. Therefore, managers can utilize the role of trusted influencers to increase consumer attachment and eudaimonic well-being which can ultimately increase purchase intention. However, this study found that physical attractiveness and expertise did not have a positive effect on stickiness in influencer posts. Consumer hedonic well-being also does not have a positive effect on purchase intention. Based on these findings, it is suggested that future research add gender and influencer reputation variables as moderating variables and add attitude variables toward influencers as mediating variables in the conceptual framework so that the research model becomes more comprehensive.
TPB DALAM MEMAHAMI PURCHASE INTENTION OF HALAL MEAT PRODUCTS DI KALANGAN GENERASI Z DI INDONESIA, SERTA PENGARUH HALAL SUPPLY CHAIN KNOWLEDGE, HALAL CERTIFICATION AND LOGO, DAN RELIGIOUS BELIEF Putri Nisrina Ambartari; Yolanda Masnita
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1104

Abstract

Pendahuluan: Studi ini meneliti pengaruh Pengetahuan Rantai Pasok Halal, Sertifikasi dan Logo Halal, serta Keyakinan Religius terhadap Niat Beli produk daging halal pada Generasi Z di Indonesia. Metode: Dengan menggunakan pendekatan kuantitatif, penelitian ini menerapkan Theory of Planned Behavior (TPB) sebagai kerangka dasar dan menggunakan analisis Partial Least Square (PLS) untuk menguji hubungan antar variabel tersebut. Hasil: Temuan penelitian menunjukkan bahwa sertifikasi dan logo halal berpengaruh positif dan signifikan terhadap Niat Beli, sementara pengaruh pengetahuan rantai pasok halal dan keyakinan religius bersifat positif namun tidak terlalu signifikan. Menariknya, kesadaran halal memoderasi hubungan antara pengetahuan rantai pasok halal dan Niat Beli secara positif, tetapi memiliki efek moderasi negatif dan tidak signifikan pada hubungan antara sertifikasi/logo halal dan keyakinan religius dengan Niat Beli. Kesimpulan dan saran: Penelitian menyimpulkan bahwa meskipun sertifikasi dan logo halal merupakan faktor penting dalam memengaruhi perilaku konsumen, peran pengetahuan rantai pasok halal dan keyakinan religius bersifat kompleks dan mungkin dipengaruhi oleh faktor lain. Penelitian ini menyarankan agar pemasar dan pembuat kebijakan fokus meningkatkan edukasi konsumen mengenai prinsip-prinsip halal serta memastikan kredibilitas sertifikasi halal guna memperkuat kepercayaan dan Niat Beli konsumen.
Halal Perception, Product Quality, and Customer Satisfaction as Determinants of Repurchase Intention in Halal Coffee Beverages Mahakami, Eka Tamia; Masnita, Yolanda; Kurniawati, Kurniawati
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3583

Abstract

This research aims to examine the influence of health awareness, previous product quality experience, halal literacy, and risk perception on attitudes that drive repurchase intentions toward halal coffee beverages. This research specifically focuses on halal coffee beverages sold in franchised coffee outlets that have obtained halal certification from the Indonesian Ulema Council (MUI). The sampling method used in this research was non-probability sampling. Questionnaires were administered to a sample of respondents using the KoboToolbox application. The data processing method used AMOS SEM. The results of this research indicate that health awareness and perceived risk have no positive or significant impact on repurchase intention mediated by attitude. Past product quality experience and halal literacy have a positive and significant impact on repurchase intention mediated by attitude. Attitude has a positive and significant impact on repurchase intention. The results are expected to contribute to the government and franchise businesses in encouraging increased consumer repurchase intentions for halal coffee beverages.
Co-Authors Abdul Rahman (Universitas Trisakti - Indonesia) Adhitya Ramadhany Al Rasyid, Lulu Maulitha Aldino Putra Pambudi Alviana Aslama Anantia Amru Bangkit Adhitama Andhika Veraldy (Universitas Trisakti - Indonesia) Andi Mutiara Aurel Sisilya Anggelina, Ria Rosita Anggi Puspita, Lintang Anita Dwi Kurniawati Annisa iif Afrianti Ardian Fikri Rizki Ariyanto, Hepy Hefri ASEP HERMAWAN Asyifa Chesa Pratiwi Azizah, Tamara Zharifah Debbie Aryani Tribudhi Dian Kusmana Dianti, Frisca Dida Nurhaida Dini Rusniawaty Edward Wilson Gozali Fadhly, Hafiz Faradila, Ade Putri Farid Ahmad Farrah Noer Ramadhanty Fitriani Fitriani Fiyya Sabila Sarra Haliza, Delanea Azlia Hani Wijaya Hapizin Yonani Panjaitan Hermien Triyowati Hermien Triyowati, Hermien Hotman Tohir Pohan Ida Farida Inten Palupi Ismail Ismail Ivansius Ivansius Kaluhuran, Anugrah Karisma Alva Syahada KHOMSIYAH Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Khomsiyah Krisna Prabowo Sukarno Kurniawati Kurniawati Kurniawati . Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Kurniawati Latifah Al Khasbi Lydia Sintia Mahakami, Eka Tamia Mangku Rasyawal Mariani, Rumondang Dian Mila Karmila Muhamad Fachreza Muhamad Ivan Muhammad Daffa Ramdhani Novin Lesmana Nurjanah, Listia Puspitasari, Pipie Puti Handayani Putri Nisrina Ambartari Rahadian, Dimas Rahmadini, Desty Devina Renny Risqiani Ruth Noviyanti S.A Marivan HR Sagala, Rina Aulia Sari, Nila Nova Sasono, Annisa Ajeng Putikasari Shankae, Arvin Sihol Harto Parulian Simanjuntak Simatupang, Jujung Soeharjoto . Soumutul, Mauritz Edo Sri Vandayuli Riorini Suhendra, Andy Reyhan Syabillah Laviola Adha Wijanarko, Faiq Raihan Willy Arafah, Willy Windhy Puspitasari Wulandari, Maryana Yusran, Husna Leila Yusran, Husna Leila