Article Per Year (5 Year)
p-Index From 2021 - 2026
0.562
P-Index
This Author published in this journals
All Journal Journal of Management and Bussines (JOMB) Jurnal Pengabdian kepada Masyarakat Nusantara Balance: Jurnal Ekonomi
Rohmah, Yaumi
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Pengaruh Citra Merek dan Ulasan Customer Online terhadap Minat Pembelian Ulang pada Produk Viva Cosmetic di Aplikasi Shopee (Studi Pada Konsumen Viva Cosmetic di Kota Malang) Rohmah, Yaumi; Zagladi, Arif Noviarakhman
Journal of Management and Bussines (JOMB) Vol 7 No 1 (2025): Journal of Management and Bussines (JOMB)
Publisher : IPM2KPE

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/jomb.v7i1.13326

Abstract

This study aims to analyze the influence of brand image and online customer reviews on repurchase intention of Viva cosmetic products in Malang City. The method used in this study is a quantitative method with a purposive sampling technique. Respondents in this study were consumers who live in Malang City, have a Shopee account, and have purchased and used Viva cosmetic products at least twice. The research sample consisted of 73 people determined using Calculator.net. Data were collected through an online questionnaire and analyzed using the Partial Least Squares (PLS) method. The results showed that all variable indicators had a loading factor value > 0.5, so they could be declared valid. The validity test using Average Variance Extracted (AVE) showed a value of more than 0.50 for all variables, with the highest value in the online customer review variable (0.717). Reliability tests with Composite Reliability and Cronbach's Alpha showed that all variables had values ​​above 0.7, indicating high reliability. The R Square analysis showed that the brand image and online customer reviews variables influenced repurchase intention by 69%. The path coefficient results show that brand image has a significant effect on repurchase intention with a T-statistic value of 7.206 (>1.96) and a p-value of 0.000 (<0.05). Online customer reviews also have a significant effect on repurchase intention with a T-statistic value of 2.096 (>1.96) and a p-value of 0.037 (<0.05). In conclusion, brand image and online customer reviews have a positive and significant effect on repurchase intention of Viva cosmetic products. The better the brand image in the eyes of consumers and the more positive the reviews received, the higher the likelihood of consumers to make repeat purchases. Keywords: Brand Image, Online Customer Reviews, Repurchase Intention
Digitalisasi Pemasaran dan Keuangan: Pendampingan Pengelolaan Media Sosial dan Pembukuan Digital pada UMKM Olahan Tempe Izafood Fitriani, Nur Afika; Rohmah, Yaumi; Hermawan, Agus; Winarno, Agung
Jurnal Pengabdian kepada Masyarakat Nusantara Vol. 6 No. 4 (2025): Edisi Oktober - Desember
Publisher : Lembaga Dongan Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55338/jpkmn.v6i4.7723

Abstract

Kegiatan Pengabdian kepada Masyarakat ini dilaksanakan untuk membantu UMKM olahan tempe Izafood yang menghadapi berbagai permasalahan dalam aspek pemasaran digital, branding, inovasi produk, serta pencatatan keuangan yang masih dilakukan secara manual. Pendampingan dilakukan melalui pendekatan kualitatif partisipatif dengan tahapan observasi awal, wawancara, identifikasi masalah, penyusunan strategi pemecahan, sosialisasi pengembangan produk, pelatihan pengelolaan media sosial, desain identitas visual, serta pelatihan digitalisasi pencatatan keuangan menggunakan Google Spreadsheet. Hasil pendampingan menunjukkan peningkatan signifikan pada kemampuan pemasaran digital, ditandai dengan hadirnya akun Instagram, Facebook, WhatsApp Business, serta toko Shopee yang dikelola lebih profesional dan konsisten. Selain itu, pembuatan logo dan label kemasan baru berhasil memperkuat identitas visual Izafood, sementara penerapan sistem pembukuan digital membuat pengelolaan keuangan lebih teratur, efisien, dan mudah dipantau. Secara keseluruhan, program ini berkontribusi terhadap peningkatan daya saing, visibilitas, serta kapasitas manajerial UMKM dalam menghadapi tantangan era digital. Hasil pendampingan ini menegaskan pentingnya penerapan teknologi digital sebagai strategi keberlanjutan dan penguatan ekonomi UMKM.
The Influence of Celebrity Endorsers and Social Media Marketing on Purchase Decisions through Brand Image of Le Mineral Rohmah, Yaumi; Siswanto, Ely; Wilujeng, Ita Prihatining
Jurnal Ekonomi Balance Vol. 21 No. 2 (2025): December 2025
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/v9ethj97

Abstract

The rapid growth of digital marketing has intensified the use of celebrity endorsers and social media platforms as strategic tools to influence consumer purchasing behavior. This study investigates the influence of celebrity endorsers and social media marketing on purchase decisions, with brand image examined as an intervening variable, focusing on consumers of Le Minerale bottled mineral water in Indonesia. The study is motivated by the consistent increase in Le Minerale’s Top Brand Index from 2021 to 2024, indicating the effectiveness of its marketing strategies amid intense competition in the fast-moving consumer goods (FMCG) industry. A quantitative research design was employed using purposive sampling, involving 180 respondents who had purchased Le Minerale products and actively used social media. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that celebrity endorsers and social media marketing have a positive and significant direct effect on purchase decisions and brand image. However, brand image does not significantly influence purchase decisions and fails to mediate the relationship between celebrity endorsers, social media marketing, and purchase decisions. These results suggest that consumers are more directly influenced by celebrity endorsements and social media exposure rather than by brand image formation. The study contributes to digital marketing literature by highlighting the limited mediating role of brand image in FMCG purchase decisions. Practically, the findings imply that firms should prioritize direct engagement strategies through credible celebrity endorsers and effective social media campaigns to stimulate consumer purchases in the digital era.
Co-Authors Agung Winarno Agus Hermawan Ely Siswanto Fitriani, Nur Afika Ita Prihatining Wilujeng Zagladi, Arif Noviarakhman