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All Journal JURNAL LENTERA BISNIS Journal of Innovative and Creativity Ekopedia: Jurnal Ilmiah Ekonomi Jejak digital: Jurnal Ilmiah Multidisiplin Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmu Sosial dan Humaniora Jurnal Ilmiah Ekonomi dan Manajemen Indonesia IJEMA
Fildzah Shabrina
Universitas Negeri Jakarta
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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ANALISIS PENGARUH E-WOM, PEMASARAN DIGITAL DAN KUALITAS KONTEN MEDIA SOSIAL TERHADAP BRAND AWARENESS Victor Lamboy Sinaga; Vivid Violin; Mozart Malik Ibrahim; Fildzah Shabrina; Ratu Nadya Wahyuningratna; Ilham Arief
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1453

Abstract

This study investigates the impact of electronic word-of-mouth (e-WOM), digital marketing, and social media content quality on brand awareness. A quantitative approach was employed, utilizing a questionnaire survey of 100 consumers. Multiple linear regression analysis revealed a significant and positive relationship between each independent variable (e-WOM, digital marketing, and social media content quality) and the dependent variable (brand awareness). The findings suggest that company management should adopt strategic measures to enhance brand image, thereby fostering positive e-WOM. This can be achieved by consistently maintaining and improving product quality, increasing product reliability through strengthened production and logistics systems, and providing excellent after-sales service.
Analisis Pengaruh Komitmen Organisasi, Digital Engagement dan Employer Branding Terhadap Organizational Citizenship Behavior Pada Industri Kreatif Fildzah Shabrina; Rasty Yulia; Fahrina Mustafa; Jefri Putri Nugraha; Joko Ariawan; Kiki Setyawati
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2062

Abstract

Kajian ini memiliki tujuan guna mengkaji bagaimana komitmen organisasi, keterlibatan digital (digital engagement), serta employer branding memengaruhi perilaku Organizational Citizenship Behavior (OCB) pada karyawan di industri kreatif. Dengan menerapkan pendekatan kuantitatif, data dikumpulkan dengan survei yang diberikan kepada 200 responden yang ditentukan menerapkan teknik purposive sampling. Analisis dilaksanakan dengan regresi linear berganda, disertai pengujian validitas, reliabilitas, serta asumsi klasik untuk memastikan kelayakan model. Perolehan studi ini mengindikasikan bahwasanya baik secara simultan maupun parsial, ketiga variable independent tersebut memiliki pengaruh positif dan signifikan pada OCB. Komitmen organisasi terbukti mendorong munculnya loyalitas dan keterikatan emosional yang memotivasi karyawan untuk berkontribusi secara sukarela. Sementara itu, keterlibatan digital memperkuat partisipasi, mendorong kolaborasi, dan menciptakan rasa keterhubungan antar karyawan. Di sisi lain, employer branding yang kuat menumbuhkan rasa bangga dan identitas positif terhadap perusahaan, yang mendorong karyawan untuk memberikan kontribusi melebihi peran formal mereka. Temuan ini menegaskan pentingnya bagi organisasi di sektor industri kreatif untuk secara aktif memperkuat ketiga aspek tersebut. Dengan begitu, mereka dapat menciptakan lingkungan kerja yang mendukung tumbuhnya perilaku OCB, sekaligus meningkatkan produktivitas dan membentuk budaya kerja yang sehat dan berkelanjutan.
Analisis Pengaruh Trust, Kualitas Produk Dan Customer Digital Relation Terhadap Customer Loyalty Platform Pembayaran Digital di Wilayah Perkotaan di Indonesia Fildzah Shabrina; Rio Haribowo; Tyahya Whisnu Hendratni; Dadang Suhardi; Abdul Malik; Abdul Razak Munir
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.2576

Abstract

Penelitian ini ditujukan guna menganalisis pengaruh trust, kualitas produk, dan customer digital relation terhadap loyalitas pelanggan pada platform pembayaran digital. Metode yang diterapkan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 300 responden yang dipilih dengan metode purposive sampling, dengan kriteria: pengguna aktif platform pembayaran digital minimal enam bulan terakhir, berusia 18–45 tahun, dan melakukan transaksi minimal lima kali per bulan. Analisis data dilaksanakan dengan regresi linear berganda, didukung dengan uji reliabilitas, validitas, serta uji asumsi klasik yang mencakup heteroskedastisitas, normalitas, dan multikolinearitas. Perolehan penelitian menampilkan bahwa trust, kualitas produk, dan customer digital relation berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Temuan ini mengindikasikan bahwa loyalitas pelanggan tidak hanya ditentukan oleh aspek keamanan dan keandalan layanan, tetapi juga oleh kualitas produk yang unggul serta hubungan digital yang interaktif dan personal. Penelitian ini memberikan kontribusi teoretis dalam memperkaya literatur pemasaran digital sekaligus memberikan implikasi praktis bagi pengelola platform pembayaran digital dalam merancang strategi untuk meningkatkan loyalitas pelanggan.
Pengaruh Kualitas Informasi, Kualitas Sistem, dan Kualitas Layanan terhadap Kepuasan Pengguna Aplikasi  JakteBoat di Jakarta Muhammad Dzaky Arief; Diena Noviarini; Fildzah Shabrina
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1k5nbk76

Abstract

This study aims to examine and analyze the effects of information quality, system quality, and service quality on user satisfaction with the Jaket Boat application, a boat ticket booking application managed by the Transportation Agency of the Special Capital Region of Jakarta, particularly for transportation services to the Seribu Islands. The increasing demand for digital transportation services that are fast, accurate, and easily accessible highlights the need to evaluate the effectiveness of application-based public service systems in supporting maritime transportation. This study employed a quantitative research method with a descriptive approach. Data were collected through a questionnaire using a five-point Likert scale distributed to 180 active users of the Jaket Boat application selected through purposive sampling. The findings indicate that information quality, system quality, and service quality each have a positive and significant effect on user satisfaction. Among these variables, service quality has the strongest influence on user satisfaction. Conversely, technical issues and inaccurate information reduce user satisfaction. Therefore, this study recommends that the Jakarta Transportation Agency continuously improve application performance, customer service quality, and real-time information accuracy to enhance user convenience, trust, and satisfaction with digital maritime transportation services.
Analysis of Factors Influencing the Shift in Payment Methods for Ride-Hailing Services Bella Nathaya Chantika; Adnan Kasofi; Fildzah Shabrina
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 4 (2026): JUNI-JULI
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/n1tncd24

Abstract

This study analyzes the effects of perceived transaction cost, dissatisfaction, perceived ease of use, perceived value, and inertia on users' switching intention to shift from OVO to QRIS as a payment method in Grab ride-hailing services. Grounded in the Push–Pull–Mooring (PPM) framework, the study adopts a quantitative approach by administering an online questionnaire to 200 Generation Z and young Millennial respondents aged 18–35 years in the Greater Jakarta area (Jabodetabek) who had experience using OVO and were familiar with the QRIS payment feature on the Grab application. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The measurement model confirmed that all constructs achieved the required validity and reliability criteria. The structural model indicated that dissatisfaction, perceived ease of use, and perceived value had significant positive effects on switching intention, whereas perceived transaction cost and inertia were not found to have significant effects. These findings suggest that users' intention to switch to QRIS is primarily driven by dissatisfaction with the existing payment method and by the perceived convenience and value offered by QRIS. The study provides practical insights for Grab and digital payment providers in formulating strategies to accelerate the adoption of interoperable digital payment systems.
Pemanfaatan Teknologi Digital Tepat Guna untuk Menunjang Ekonomi UMKM di Kabupaten Indramayu Ringga Sentagi Asa; Fildzah Shabrina; Adnan Kasofi; Adin Nanda Choerunisa; M. Hafiyyan Sudiharjo
Aksi Kita: Jurnal Pengabdian kepada Masyarakat Vol. 2 No. 2 (2026): MARET-APRIL
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/5nqpsk15

Abstract

UMKM di Desa Karangsong Kabupaten Indramayu memiliki peran strategis dalam perekonomian daerah, terutama dalam menciptakan lapangan kerja dan meningkatkan kesejahteraan masyarakat. Namun, banyak UMKM yang masih menghadapi kendala dalam mengadopsi teknologi digital, baik karena keterbatasan pengetahuan, akses terhadap infrastruktur digital, maupun kurangnya keterampilan dalam memanfaatkan teknologi secara optimal. Pemanfaatan teknologi yang tepat guna, seperti e-commerce, digital marketing, sistem pembayaran elektronik, dan aplikasi manajemen bisnis, dapat membantu UMKM meningkatkan produktivitas, memperluas pasar, serta mengelola usaha dengan lebih efisien. Oleh karena itu, diharapkan pelatihan ini dapat membantu UMKM dalam mengadopsi teknologi digital secara efektif dan berkelanjutan guna mendorong perekonomian secara berkelanjutan.
Model Kausalitas Purchase Intention Online Produk X: Social Media Marketing, Online Review, Price Discount dan Halal Cosmethic Siti Holipah; Ryna Parlyna; Fildzah Shabrina
Jurnal Ilmu Sosial dan Humaniora Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/cey8tx84

Abstract

This study was conducted to examine the causal relationship between social media marketing, online reviews, price discounts, and halal cosmetics on consumer purchase intention for skincare product X in the digital environment. The approach used was quantitative, using the Partial Least Square Structural Equation Modeling (PLS-SEM) method, analyzed using SmartPLS software. The study involved 170 respondents aged 18–28 who actively access skincare products through digital media. Respondents were selected using a purposive sampling technique, while the research instrument consisted of 17 statement items. The study findings indicate that social media marketing, online reviews, and halal cosmetics have a positive and significant influence on purchase intention, while price discounts did not prove to have a significant effect. Practically, the results of this study were implemented through the development of a prototype e-commerce skincare application called SKINSHOP, designed as a decision support system to assist consumers in selecting skincare products more systematically and informatively.
Pengaruh Digital Nudging terhadap Purchase Intention pada Pengguna Aplikasi E-Grocery Ramdhan Tri Fauzan; Terrylina Arvinta Monoarfa; Fildzah Shabrina
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/yhkd0m93

Abstract

This study aims to analyze the effects of perceived personalization, Default Policy, and nudges framing on Purchase intention among users of the Alfagift e-grocery application, with perceived usefulness as a mediating variable. The research is motivated by the rapid growth of e-grocery in Indonesia, which is accompanied by high food loss and opportunistic, promotion-sensitive consumer behavior, thereby requiring digital nudging interventions at the interface level to encourage more responsible consumption patterns. A quantitative survey approach is employed using purposive sampling targeting Millennial and Generation Z users of Alfagift in DKI Jakarta who have made at least one purchase in the last three months, with constructs measured using a Likert scale and data analyzed through Structural Equation Modeling (SEM) based on Partial Least Squares (PLS-SEM) using SmartPLS. The findings are expected to show that perceived personalization, Default Policy, and nudges framing have positive effects on Purchase intention, both directly and indirectly through perceived usefulness, thereby strengthening the integration of Nudge Theory and the Technology Acceptance Model (TAM) in the e-grocery context and offering practical implications for designing digital nudging strategies to reduce food loss.
Pengaruh Website Quality dan E-Service Quality terhadap Purchase Intention melalui Trust Platform Top Up Game Fini Pandewidinata; Diena Noviarini; Fildzah Shabrina
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/3s7sgs09

Abstract

This study aims to analyze the influence of website quality and e-service quality on purchase intention through trust among users of a game top-up platform. The study was motivated by increasing competition among game top-up platforms, requiring service providers to deliver high-quality websites and digital services capable of building user trust and encouraging purchase intention. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 183 users of the UPOINT.ID platform and analyzed using SEM-PLS with SmartPLS 4.0. The results indicate that website quality has a positive and significant effect on purchase intention (β = 0.317; p < 0.001), e-service quality has a positive and significant effect on purchase intention (β = 0.318; p < 0.001), and trust has a positive and significant effect on purchase intention (β = 0.314; p < 0.001). Furthermore, website quality (β = 0.586; p < 0.001) and e-service quality (β = 0.311; p < 0.001) also had positive and significant effects on trust. Mediation analysis revealed that trust significantly mediates the effects of both website quality and e-service quality on purchase intention. These findings suggest that improving website quality and e-service quality, along with strengthening user trust, is essential for enhancing purchase intention on game top-up platforms.
Dominasi Kualitas Layanan Mobile dan Peran Kepuasan dalam Mendorong Niat Beli Ulang pada Branded Mobile Application Halimah Adelia Citra Putri; Terrylina Arvinta Monoarfa; Fildzah Shabrina
Indonesian Journal of Economics Management and Accounting Vol. 3 No. 7 (2026): IJEMA - Juli 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Rendahnya penggunaan ulang branded mobile application pada industri makanan dan minuman menunjukkan bahwa promosi akuisisi belum tentu menghasilkan retensi. Penelitian ini menganalisis pengaruh online customer experience dan mobile service quality terhadap customer e-satisfaction, serta pengaruh customer e-satisfaction terhadap repurchase intention pengguna aplikasi Chagee. Survei kuantitatif dilakukan terhadap 220 pengguna berusia 17-29 tahun di DKI Jakarta yang telah bertransaksi melalui aplikasi. Sampel dipilih secara purposive dan dianalisis menggunakan PLS-SEM pada SmartPLS 4. Hasil menunjukkan bahwa online customer experience berpengaruh positif terhadap customer e-satisfaction (β=0,458; p<0,001), demikian pula mobile service quality (β=0,523; p<0,001). Customer e-satisfaction memberikan pengaruh paling kuat terhadap repurchase intention (β=0,718; p<0,001). Model menjelaskan 62,3% variasi kepuasan dan 51,5% variasi niat beli ulang. Dengan demikian, kualitas layanan mobile menjadi prioritas utama pembentuk kepuasan, sedangkan kepuasan merupakan penggerak utama penggunaan ulang. Temuan diterjemahkan menjadi rekomendasi personalized homepage, fitur delivery, serta halaman rewards dan membership. Rekomendasi tersebut menempatkan retensi pengguna sebagai sasaran utama strategi produk digital
Co-Authors Abdul Malik Abdul Razak Munir Achmad Zaky Maulana Adin Nanda Choerunisa Adnan Kasofi Bella Nathaya Chantika Dadang Suhardi Diena Noviarini Fini Pandewidinata Halimah Adelia Citra Putri Haribowo, Rio Ilham Arief Jefri Putri Nugraha Joko Ariawan Kiki Setyawati M. Hafiyyan Sudiharjo Mozart Malik Ibrahim Muhammad Dzaky Arief Muhammad Shadiq Al Fatih Mustafa, Fahrina Ramdhan Tri Fauzan Rasty Yulia Ringga Sentagi Asa Ryna Parlyna Siti Holipah Terrylina Arvinta Monoarfa Tineukeu Ariyanti Tyahya Whisnu Hendratni Victor Lamboy Sinaga Vivid Violin Wahyuningratna, Ratu Nadya