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All Journal Ilomata International Journal of Management Journal of Research in Social Science and Humanities JRTI (Jurnal Riset Tindakan Indonesia)
Ledy Yolanda
Universitas Terbuka
Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Faktor penentu niat beli produk organik di kalangan generasi z di Indonesia Ledy Yolanda; Sabna Ainazah Fatikhah
JRTI (Jurnal Riset Tindakan Indonesia) Vol. 9 No. 2 (2024): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/30034935000

Abstract

Kesadaran Generasi Z terhadap isu kesehatan dan lingkungan semakin meningkat, namun pemahaman mengenai faktor psikologis yang memengaruhi niat pembelian produk organik, khususnya buah dan sayur, masih terbatas. Penelitian ini bertujuan untuk menganalisis pengaruh perceived consumer effectiveness (PCE), perceived healthiness (PH), dan subjective norms (SN) terhadap purchase intention (PI) produk organik di kalangan Generasi Z di Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain deskriptif dan verifikatif. Data dikumpulkan melalui survei online dari 300 responden Generasi Z yang dipilih menggunakan purposive sampling. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa PCE (β = 0,35, p < 0,01), PH (β = 0,28, p < 0,05), dan SN (β = 0,22, p < 0,05) berpengaruh signifikan terhadap PI, dengan PCE sebagai faktor dominan. Temuan ini memberikan wawasan baru tentang pentingnya faktor psikologis dalam membentuk niat pembelian produk organik. Penelitian ini merekomendasikan agar pemasar menekankan manfaat lingkungan dan kesehatan dalam strategi pemasaran serta mengembangkan kampanye berbasis komunitas untuk meningkatkan norma subjektif di kalangan Generasi Z
Studi kasus pengaruh nilai persepsi terhadap minat pembelian batik besurek di kalangan gen z dan milenial Muhammad Karisma Alam; Ledy Yolanda; Andesta Andesta
JRTI (Jurnal Riset Tindakan Indonesia) Vol. 10 No. 1 (2025): JRTI (Jurnal Riset Tindakan Indonesia)
Publisher : IICET (Indonesian Institute for Counseling, Education and Therapy)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/30035850000

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dimensi perceived value yang mencakup nilai ekonomi, emosional, fungsional, dan sosial terhadap purchase intention atau niat beli Batik Besurek pada Generasi Z dan Milenial di Bengkulu. Menggunakan pendekatan kuantitatif, data diperoleh melalui survei terhadap 428 responden yang dipilih secara purposif. Teknik analisis data yang digunakan adalah Structural Equation Modelling dengan pendekatan Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa nilai sosial, emosional, dan ekonomi berpengaruh positif dan signifikan terhadap niat beli Batik Besurek, dengan nilai sosial sebagai prediktor paling dominan. Sebaliknya, nilai fungsional tidak menunjukkan pengaruh yang signifikan. Temuan ini menunjukkan bahwa konsumen muda lebih terdorong oleh aspek sosial dan emosional dalam pengambilan keputusan pembelian produk budaya lokal. Implikasi dari hasil ini mengarah pada pentingnya strategi pemasaran yang menekankan pada nilai budaya, identitas, dan kebanggaan sosial daripada hanya menonjolkan kualitas fungsional produk. 
Analysis of Consumer Motivation as a Predictor in Increasing Purchase Intention: An Empirical Study on Organic Product Consumers in Malang City Ledy Yolanda; Dina Noval Madurani; Muhammad Zakariya Al Anshori
Journal of Research in Social Science and Humanities Vol 5, No 3 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i3.421

Abstract

This study aims to analyze the role of consumer motivation as a predictor of increasing purchase intention for organic products in Malang City. Specifically, this research will investigate various aspects of consumer motivation, such as utilitarian, hedonic, and ecological motivations, that impact consumer purchasing decisions. Utilitarian motivation focuses on the functional and health benefits of products, while hedonic motivation assesses the emotional satisfaction and positive experiences gained by consumers. On the other hand, ecological motivation relates to consumer awareness of environmental issues and product sustainability. The type of research used is quantitative, with sampling done using the purposive sampling method. The research findings indicate that consumer motivation (utilitarian, hedonic, and ecological) influences their purchase intention toward organic products. This research is expected to contribute to producers in designing more effective marketing strategies by understanding the motivational factors that drive consumers to purchase organic products and to offer vital perspectives on the development of the organic product business in an increasingly competitive market.
Innovative Marketing Strategies for Enhancing Neighbourhood Conversational Commerce Andriyansah; Maya Maria; Kurnia Endah Riana; Sri Lestari Pujiastuti; Ledy Yolanda
Ilomata International Journal of Management Vol. 6 No. 4 (2025): October 2025
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v6i4.1882

Abstract

Conversational commerce (c-commerce) leveraging messaging platforms like WhatsApp presents new opportunities for local neighbourhood engagement in service-oriented markets. Aim: This study investigates how WhatsApp-based conversational agents influence consumer buying behaviour within a local workplace context, introducing the concept of Conversational Commerce of Neighbourhood. Methods: Employing a user-centred design approach, we collected quantitative data from 110 active employees at the Faculty of Economics and Business, Universitas Terbuka, via surveys and observations of a WhatsApp prototype, and conducted qualitative interviews to triangulate findings. Results: Quantitative results show that 73% of respondents reported higher satisfaction with WhatsApp-based local communications, and 65% indicated a higher likelihood of purchasing after personalised interactions; however, 25% expressed concerns about data privacy. Regression analysis indicates significant positive effects of WhatsApp usage on customer satisfaction (p < 0.001), with interaction frequency (p < 0.01) and tailored user satisfaction having substantial influence (coefficient for user satisfaction = 0.85). Qualitative insights highlight the value of personal touch, faster responses, and stronger branding perception in fostering loyalty. Conclusions: When designed with local cultural contexts and transparent data practices, neighbourhood-focused c-commerce via WhatsApp can enhance consumer engagement and purchasing outcomes, offering practical guidance for local businesses and contributing to the theoretical understanding of e-commerce and human–computer interaction in local settings.
Co-Authors Andesta Andesta Andriyansah . Dina Noval Madurani Kurnia Endah Riana Maria, Maya Muhammad Karisma Alam Muhammad Zakariya Al Anshori Sabna Ainazah Fatikhah Sri Lestari Pujiastuti, Sri Lestari