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All Journal Sains: Jurnal Manajemen dan Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi MIX : Jurnal Ilmiah Manajemen Ekonomi-Qu (Jurnal Penelitian Ilmu Ekonomi) Jurnal Tirtayasa Ekonomika (Tirtayasa Economica Journal) Journal of Economic, Bussines and Accounting (COSTING) Jurnal Riset Bisnis dan Manajemen Tirtayasa Journal of Education, Humaniora and Social Sciences (JEHSS) Journal Of Management Science (JMAS) Dinasti International Journal of Education Management and Social Science GEMILANG: Jurnal Manajemen dan Strategi Bisnis Management Science Research Journal Return : Study of Management, Economic and Bussines Indonesian Journal of Innovation Multidisipliner Research Jurnal Ekonomi, Manajemen, Akuntansi
Lutfi, Lutfi
Fakultas Ekonomi Dan Bisnis Universitas Sultan Ageng Tirtayasa
Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Public Health Social Sciences

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Pengaruh Kualitas Produk Dan Inovasi Produk Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening Zohir, Muhammad; Lutfi, Lutfi; Satyanegara, Diqbal
Tirtayasa Ekonomika Vol 19, No 2 (2024)
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jte.v19i2.29715

Abstract

This study aims to determine the role of Brand Image in mediating between Product Quality and Product Innovation on Purchasing Decisions among Supermi Instant Noodle Consumers in Serang City. The research method used is quantitative with a descriptive approach. The population in this study were residents of Serang City with a sample size of 180 respondents using a purposive sampling technique. The data analysis method used is Structural Equation Modeling (SEM) using SmartPLS 3.2.9 analysis software. The results of this research show that: (1) Product quality does not have a significant effect on purchasing decisions. (2) Product Innovation has a positive and significant effect on Purchasing Decisions. (3) Product Quality has a positive and significant effect on Brand Image. (4) Product Innovation has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchasing Decisions. (6) Brand Image is able to mediate the influence of Product Quality on Purchasing Decisions. (7) Brand Image is able to mediate the influence of Product Innovation on Purchasing Decisions. 
PENGARUH BRAND IMAGE TERHADAP PURCHASE DECISION DI MEDIASI WORD OF MOUTH DAN QUALITY PRODUCT SEBAGAI MODERASI Ade Fitriyatunnisa; Asep Supriadi; Lutfi Lutfi
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.14105

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image (X) terhadap Purchase Decision (Y) dimediasi Word of Mouth (Z) dan Product Quality (M) sebagai variabel moderasi pada pengguna Scarlett. Penelitian ini menggunakan metodologi kuantitatif dengan pendekatan deskriptif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah pengguna produk Scarlett di Perguruan Tinggi Swasta Kota Serang. Sampel pada penelitian ini berjumlah 112 responden dengan penarikan menggunakan teknik probability sampling, yaitu accidental sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Brand Image tidak berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Decision. (4) Word of Mouth mampu memdiasi hubungan Brand Image dengan Purchase Decision. (5) Product Quality berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Product Quality Tidak mampu memediasi hubungan Brand Image dengan Purchase Decision.
Pengaruh Brand Image Terhadap Purchase Decision dengan Word Of Mouth Sebagai Mediasi dan Product Quality Sebagai Moderasi (Studi Kasus Pembelian Air Mineral Dalam Kemasan Merek Ades di Kota Cilegon) Akmal, Fakhri Muhammad; Lutfi, Lutfi; Setya, Yanto Azie
Jurnal Ekonomi-Qu Vol 15, No 1 (2025): Jurnal Ekonomi-Qu
Publisher : FEB Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jequ.v15i1.34717

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image (X) terhadap purchase decision (Y) dengan word of mouth (Z) sebagai variabel intervening dan product quality (Z2) sebagai variabel moderasi. Penelitian ini menggunakan metode penelitian kuantitatif. Pengumpulan data berdasarkan penelitian pustaka dan kuisioner. Populasi dalam penelitian ini adalah semua individu yang berdomisili di Kota Cilegon dengan umur lebih dari 17 tahun yang pernah membeli Ades minimal 1 kali pembelian. Sampel penelitian ini berjumlah 126 responden dengan convenience sampling. Metode analisis data pada penelitian ini adalah analisis statistik deskriptif dan analisis Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa: (1) Brand Image berpengaruh dan signifikan terhadap Purchase Decision. (2) Brand Image berpengaruh dan signifikan terhadap Word of Mouth. (3) Word of Mouth tidak berpengaruh dan tidak signifikan terhadap Purchase Decision. (4) Word of Mouth tidak memediasi hubungan Brand Image terhadap Purchase Decision. (5) Product Quality berpengaruh dan signifikan terhadap Purchase Decision. (6) Product Quality tidak memoderasi hubungan Brand Image terhadap Purchase Decision.
Dynamic Content Marketing Model Based on Social Sentiment and Real-Time Trends: A Cross-Sectoral Study on Generation Z in Southeast Asia Adi Suroso; Anna Maria Ngabalin; Lutfi Lutfi
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 4 (2026): Dinasti International Journal of Education Management and Social Science (April
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i4.6349

Abstract

Generation Z in Southeast Asia is increasingly shaping the digital consumer ecosystem, creating demand for adaptive and data-informed content marketing strategies. However, existing studies often examine social sentiment and real-time trends separately and rarely integrate them within a dynamic content framework. Addressing this gap, this study proposes an exploratory dynamic content marketing model that combines social sentiment analysis and real-time trend monitoring to explain engagement dynamics among Generation Z. Positioned as a pilot exploratory study, the research employed a quantitative survey of 82 respondents in Indonesia and Malaysia and sentiment analysis of 3,500 social media posts collected over two months. The data were analysed using descriptive statistics and Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that social sentiment positively influences perceived content relevance, while real-time trend signals show unstable effects on personalisation and engagement, suggesting a volatility risk in trend-driven content strategies. The results also reveal that engagement operates as a proximal outcome of dynamic content strategies, whereas trust and purchase intention exhibit weaker structural relationships. Rather than confirming a predictive model, the study provides preliminary evidence that integrating sentiment monitoring and trend analytics can support more adaptive content strategies while highlighting the limitations of trend dependency. This research contributes by proposing a sentiment-calibrated dynamic content framework, identifying the volatility effect of real-time trends, and distinguishing engagement outcomes from transactional intentions in digital marketing contexts. Future studies with larger samples and refined measurement constructs are needed to validate and extend this preliminary framework.
Increasing Purchase Decision Through Brand Image Chalilia Yuri Putri; Lutfi Lutfi; Hayati Nufus
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 4 (2024): Oktober - Desember
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69693/ijim.v2i4.222

Abstract

This study aims to determine the role of brand image in mediating purchase decision factors in Telkomsel prepaid consumers in the Tangerang city. The research method used is quantitative with a descriptive approach. This study collected data based on questionnaires, and literature studies. The population in this study is the people of Tangerang city aged 17-64 years and a sample of 152 respondents was taken with accidental sampling and purposive sampling. The data analysis method used is structural equation modeling (SEM) with the SmartPLS 4 statistical analysis tool. The results of this study show that Social Media Marketing has a significant effect on Purchase Decision. Social Media Marketing has a significant effect on Brand Image. Brand Image has a significant effect on Purchase decisions. Product Quality has no effect on the Purchase Decision. Product Quality moderates the negative direction of the relationship between Social Media Marketing and Purchase Decision. Brand Image mediates the relationship between Social Media Marketing and Purchase Decision.
The Influence of Beauty Influencers on Purchase Decisions with Customer Engagement and Brand Image as Mediation Variables (Skintific Product Study on Generation Z) Annisa Jati Utami; Edi Rahmat Taufik; Lutfi Lutfi
Return : Study of Management, Economic and Bussines Vol. 4 No. 7 (2025): Return: Study of Management, Economic and Business
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v4i7.383

Abstract

This study discusses burnout among Generation Z employees who are in the early stages of their careers. The objective of this research is to explore burnout more deeply among early-career Generation Z employees. This is a qualitative study that adopts an interpretive paradigm and a case study approach. The participants in this research are Generation Z employees with work tenure ranging from 0 to 2 years. The data collected were analyzed using open coding, axial coding, and selective coding. The findings of this study reveal several factors contributing to burnout among Generation Z employees, including work organization and job content, interpersonal relationships and leadership, work-life balance and job security, workplace values, health and well-being, personality, and offensive behavior. Additionally, this study identifies social stereotypes as a contributing factor to burnout among Generation Z employees. These factors emphasize that burnout is multifactorial and contextual, particularly within the dynamic yet structurally unstable culture of early-stage startups. If companies are able to establish clearer job descriptions and standard operating procedures (SOPs), provide psychological support and open discussion spaces, create informal activities such as sports or social gatherings to improve work-life balance, and adjust compensation systems to match workload demands, employee performance will increase, ultimately leading to business growth.
Peran Brand Image dalam Memediasi Pengaruh Co-branding dan Celebrity Endorser terhadap Purchase Decision Kisti Husnika; Lutfi Lutfi; Diqbal Satyanegara
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.15258

Abstract

Meningkatnya persaingan dalam industri makanan ringan di Indonesia, khususnya di kalangan konsumen Generasi Z, mendorong perusahaan untuk mengadopsi strategi pemasaran inovatif seperti co-branding dan penggunaan celebrity endorser guna memengaruhi perilaku pembelian. Penelitian ini bertujuan untuk menganalisis pengaruh co-branding dan celebrity endorser terhadap keputusan pembelian dengan brand image sebagai variabel mediasi pada produk Mister Potato Ghost Pepper. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dengan pengumpulan data melalui survei terhadap 153 konsumen Generasi Z berusia 13–28 tahun menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) menggunakan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa co-branding dan celebrity endorser berpengaruh positif dan signifikan secara langsung terhadap keputusan pembelian. Selain itu, kedua variabel tersebut juga berpengaruh signifikan terhadap brand image, yang selanjutnya memberikan pengaruh positif terhadap keputusan pembelian. Hasil analisis mediasi menunjukkan bahwa brand image berperan sebagai mediator parsial dalam hubungan antara co-branding dan celebrity endorser dengan keputusan pembelian. Temuan ini menegaskan pentingnya integrasi strategi kemitraan merek dan pemasaran berbasis figur publik dalam memperkuat persepsi merek serta memengaruhi keputusan konsumen. Penelitian ini memberikan kontribusi empiris dalam literatur manajemen pemasaran, khususnya terkait peran mediasi brand image dalam meningkatkan efektivitas strategi promosi kontemporer.
Brand Image and Customer Retention in Tourism Destinations: The Mediating Role of Customer Satisfaction: Case of Visitors to Mahoni Bangun Sentosa Tourist Destination maulana dzulqarnain; Lutfi; Yanto Azie Setya
Management Science Research Journal Vol. 5 No. 1 (2026): FEBRUARY 2026
Publisher : PT Larva Wijaya Penerbit

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56548/msr.v5i1.202

Abstract

The purpose of this study is to examine the effect of brand image on customer retention with customer satisfaction as a mediating variable, as well as the role of physical evidence, among visitors of Mahoni Bangun Sentosa Tourism. This study employs a quantitative research approach using a survey method. Data were collected from 150 respondents who had visited Mahoni Bangun Sentosa Tourism at least once, selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software to test the proposed hypotheses. The results of this study indicate that: (1) brand image has a positive and significant effect on customer retention; (2) brand image has a positive and significant effect on customer satisfaction; (3) customer satisfaction has a positive and significant effect on customer retention; (4) customer satisfaction is able to mediate the effect of brand image on customer retention; (5) physical evidence has a positive and significant direct effect on customer retention; (6) physical evidence does not moderate the relationship between brand image and customer retention. These findings imply that strengthening brand image and enhancing customer satisfaction are essential strategies to improve customer retention in tourism destinations, while physical evidence serves as a direct supporting factor rather than a moderating variable.
Peran Mediasi Customer Engagement Pada Pengaruh Content Marketing Dan Influencer Marketing Terhadap Purchase Decision (Kasus Pengguna Bedak Padat Pixy Pada Platform Tiktok di Kota Tangerang) Ayu Aini; Lutfi Lutfi; Diqbal Satyanegara
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 9, No 2 (2025)
Publisher : Faculty of Economics and Business - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrbmt.v9i2.35184

Abstract

Social media has become an important platform for cosmetic companies to implement marketing strategies and reach wider consumer markets. This study examines the mediating role of Customer Engagement in the relationship between Content Marketing, Influencer Marketing, and Purchase Decisions among Pixy compact powder users on TikTok in Tangerang City. Using a quantitative approach, data were collected from 162 respondents and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results indicate that Content Marketing has a negative and insignificant effect on Purchase Decisions but a positive and significant effect on Customer Engagement. Influencer Marketing positively and significantly affects both Purchase Decisions and Customer Engagement. Customer Engagement also has a positive and significant effect on Purchase Decisions. Furthermore, Customer Engagement fully mediates the effect of Content Marketing on Purchase Decisions and partially mediates the effect of Influencer Marketing on Purchase Decisions.
Co-Authors Ade Fitriyatunnisa Adi Suroso Akmal, Fakhri Muhammad Anna Maria Ngabalin Annisa Jati Utami Asep Supriadi Ayatullah, Ayi Ayu Aini Chalilia Yuri Putri Darari, Darari Dedeh Komariah Didit Haryadi Diqbal Satyanegara Diqbal Satyanegara Djumiyanto, Teddy E R Taufik Edi Rahmat Taufik Fadhila Riyani Putri Hayati Nufus Hayati Nupus Hendra Hermawan Hidayat, Rohmat Isman, Isman Kambara, Roni Kisti Husnika Komala, Risma Dwi Liza Mumtazah Damarwulan Liza Mumtazah Damarwulan Maesofhani, Citra Irma maulana dzulqarnain Meutia, Meutia Muhamad Teguh Setiadi Muslim Muslim Nurwendi, Wendi Ramdansyah, Agus David Reza Maulana Ryno Akanoval Sae Amarani Tutuarima Utomo Siti Teti Azmah Barat Supartini, Sri Taufik, Edi Rahmat Taufik, ER Wawan Ichwanudin Wawan Prahiawan Wicaksono, Arief Yanto Azie Setya, Yanto Azie Zohir, Muhammad