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All Journal Bussman Journal : Indonesian Journal of Business and Management Horizon: Indonesian Journal of Multidisciplinary JURNAL MANAJEMEN DAN BISNIS INDONESIA
Yulianti, Rosa
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences Other

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IMPLEMENTASI MANAJEMEN HUBUNGAN PELANGGAN PADA UMKM LUMINOUS FLORAL Hasan, Golan; Heryanto, Heryanto; Yulianti, Rosa; Saputra, Antoni
Bussman Journal : Indonesian Journal of Business and Management Vol. 5 No. 2 (2025): Bussman Journal | Mei - Agustus 2025
Publisher : Gapenas Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53363/buss.v5i2.387

Abstract

This study aims to analyze the Customer Relationship Management (CRM) strategies implemented by Luminous Floral, a florist business that has been operating since January 2024. Amidst the increasingly competitive florist industry, this research evaluates the effectiveness of digital marketing and experiential marketing approaches in building customer loyalty. A qualitative case study approach was employed, with data collected through customer feedback, direct observation, and social media analysis. The CRM framework used encompasses three key aspects: customer acquisition, customer retention, and customer expansion. The findings are expected to provide a comprehensive understanding of the importance of personal, responsive, and digital customer relationship management in enhancing brand awareness and customer loyalty, particularly for micro, small, and medium enterprises (MSMEs) in the florist sector. These insights may also serve as a practical reference for MSME practitioners in designing adaptive and customer-oriented marketing strategies.
Scarcity, Time Pressure, FOMO, dan Perceived Value Terhadap Perilaku Konsumen E-Commerce di Batam Yulianti, Rosa; Saputra, Suyono
Jurnal Manajemen dan Bisnis Indonesia Vol. 11 No. 02 (2025): Edisi Bulan Desember
Publisher : Universitas Muhammadiyah Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32528/jmbi.v12i02.4052

Abstract

Studi ini bertujuan menganalisis pengaruh Scarcity (kelangkaan), Time Pressure (tekanan waktu), fear of missing out (FOMO), dan Perceived Value terhadap perilaku Impulsive Buying (pembelian impulsif) dalam konteks e-commerce. Penelitian menggunakan metode kuantitatif dengan “Partial Least Squares Structural Equation Modeling” (PLS-SEM), berdasarkan data 310 responden pengguna e-commerce. Hasil menunjukkan seluruh konstruk dalam model valid dan reliabel. Secara struktural, FOMO dan Perceived Value berpengaruh signifikan terhadap pembelian impulsif. Scarcity dan Time Pressure juga terbukti memengaruhi FOMO dan Perceived Value. Uji mediasi mengungkapkan bahwa Perceived Value menjadi mediator signifikan antara Scarcity dan Impulsive Buying, serta antara Time Pressure dan Impulsive Buying, sedangkan FOMO tidak berperan sebagai mediator. Temuan ini berkontribusi pada pemahaman perilaku konsumen digital sekaligus menawarkan implikasi strategis bagi pelaku e-commerce.
Analisis Perilaku Konsumen dan Bauran Pemasaran Terhadap Keputusan Pembelian pada Usaha Kopi Keliling di Kota Bima Qamar, Al; Muhajirin; Yulianti, Rosa
HORIZON: Indonesian Journal of Multidisciplinary Vol. 4 No. 3 (2026): HORIZON: Indonesian Journal of Multidisciplinary
Publisher : Lembaga Intelektual Muda (LIM) Maluku

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54373/hijm.v4i4.6550

Abstract

This study aims to analyze the influence of consumer behavior and marketing mix on purchasing decisions in mobile coffee businesses in Bima City. The research employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling. Data analysis was conducted using multiple linear regression with the assistance of SPSS 26. The results indicate that consumer behavior has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.519 and a significance value of 0.000. The marketing mix also has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.438 and a significance value of 0.000. Simultaneously, consumer behavior and marketing mix significantly influence purchasing decisions, as indicated by an F-value of 721.347 and a significance level of 0.000. The coefficient of determination (R²) of 0.937 shows that 93.7% of the variation in purchasing decisions can be explained by both variables. These findings suggest that understanding consumer characteristics and implementing an effective marketing mix are essential for increasing consumer purchasing decisions in mobile coffee businesses in Bima City.
Co-Authors Golan Hasan, Golan Heryanto Heryanto Muhajirin Qamar, Al Saputra, Antoni Suyono Saputra