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All Journal JURNAL MANAJEMEN BISNIS El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Hilman Rismanto
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Fitur Layanan Shopee Paylater dan Kepuasan Pengguna Terhadap keputusan Pembelian Gen Z di Garut Muhammad Akbar Surya Pratama; Hedi Cupiadi; Hilman Rismanto
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 9 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i9.8718

Abstract

The background of this research is based on the increasing use of Paylater services among Generation Z, who tend to prioritize convenience and satisfaction in online transactions. This study aims to examine the influence of Shopee Paylater service features and user satisfaction on purchasing decisions among Generation Z in Garut Regency. The research employs a descriptive and verification quantitative approach, utilizing primary data collected through questionnaires distributed to 110 Shopee Paylater users in Garut Regency. The sampling technique applied is non-probability sampling with a purposive sampling method. The independent variables in this study are service features and user satisfaction, while the dependent variable is purchasing decision. Data analysis was conducted using the Structural Equation Modelling–Partial Least Square (SEM-PLS) method. The results indicate that service features have a positive and significant influence on purchasing decisions. Additionally, user satisfaction also significantly affects purchasing decisions. Thus, the findings confirm that the better the service features and the higher the level of user satisfaction, the stronger the purchasing intention of Generation Z consumers in Garut Regency through Shopee Paylater.
The Effect of Positioning Strategy on Consumer Perception at Hanoon Industries (Apparel) with Brand Engagement as a Moderating Variable Zacky Makarim; Nizar Alam Hamdani; Hilman Rismanto
Jurnal Manajemen Bisnis Vol. 13 No. 1 (2026): March
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i1.1369

Abstract

This study aims to examine the effect of positioning strategy on consumer perception at Hanoon Industries, with brand engagement as a moderating variable. The research employs a quantitative descriptive and associative approach with a sample of 100 respondents. Data were analyzed using simple linear regression and moderated regression analysis through SPSS. The results indicate that positioning strategy has a positive and significant effect on consumer perception. Furthermore, brand engagement is proven to moderate and strengthen the relationship between positioning strategy and consumer perception. These findings highlight the importance of integrating effective positioning strategies with strong consumer engagement to build positive brand perceptions in the local fashion industry.
Co-Authors Hamdani, Nizar Alam Hedi Cupiadi Muhammad Akbar Surya Pratama Zacky Makarim