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All Journal Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer Journal of Innovative and Creativity
Lathifah, Salma
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Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Kolaborasi K-Pop Idol Treasure dan Brand Image Uniqlo Terhadap Keputusan Pembelian Konsumen pada Produk Kaos Uniqlo Indonesia Lathifah, Salma; Nurmadjina, Nurmadjina; Pratondo, Kalistya Rizki
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.9283

Abstract

The global fashion industry faces intense competition, necessitating innovative marketing strategies to attract consumers. In the digital era, consumer behavior is increasingly influenced by public figures, global trends, and social media. The study purpose was to examine the influence of collaboration with K-Pop idol Treasure and Uniqlo's brand image on consumer purchasing decisions for Uniqlo t-shirts in Indonesia using a quantitative method through an explanatory research approach. Materials and methods. Primary data were collected from 100 respondents who had purchased Uniqlo products using purposive sampling, then analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) through SmartPLS 4.0. Results. The findings in this study showed that collaboration with K-Pop idol Treasure had a significant effect on consumer purchasing decisions with a path coefficient of 0.499 and a t-statistic of 5.508, while Uniqlo's brand image was also proven to be significant with a path coefficient of 0.42 and a t-statistic of 4.86. The R² value of 0.75 indicates that 75% of the variation in purchasing decisions can be explained by these two variables. Conclusions. These findings confirm that both collaboration and brand images contributes significantly to consumer purchasing decisions with the variable collaboration has the bigger effect size. Thus, reinforce the importance of a collaborative approach with popular figures as an effective marketing strategy in the context of the clothing retail industry such as Uniqlo.
Perancangan Desain Interaksi Fitur Match Making Pada Web Employer Sarjana Sakti Menggunakan Metode Human-Centered Design (HCD) dan Usability Heuristics Lathifah, Salma; Tolle, Herman
Jurnal Pengembangan Teknologi dan Ilmu Komputer Vol 10 No 9 (2026): September 2026
Publisher : Fakultas Ilmu Komputer (FILKOM), Universitas Brawijaya

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Abstract

Proses rekrutmen modern tidak hanya menghadapi tingginya jumlah pelamar tetapi juga tantangan dalam mengidentifikasi kandidat yang sesuai secara cepat dan objektif. Kondisi tersebut berpotensi meningkatkan risiko bad hiring serta beban administratif bagi rekruter. Aplikasi Sarjana Sakti memanfaatkan asesmen soft skill untuk mendukung proses match making antara perusahaan dan lulusan perguruan tinggi, platform ini belum menyediakan sarana yang mampu mendukung alur rekrutmen secara terintegrasi. Penelitian ini bertujuan merancang desain interaksi fitur match making pada web employer Sarjana Sakti menggunakan pendekatan Human-Centered Design dan prinsip Usabilitas Heuristik. Perancangan dilakukan melalui identifikasi konteks penggunaan, analisis kebutuhan pengguna, solusi desain, dan evaluasi. Hasil analisis menunjukkan bahwa pengguna mengalami kesulitan dalam pencarian kandidat, pengelolaan kandidat potensial, koordinasi wawancara, pencatatan hasil seleksi, dan penyusunan laporan rekrutmen. Berdasarkan temuan tersebut, dirancang solusi berupa fitur pencarian kandidat berbasis match score, shortlisting, undangan wawancara, perpesanan, pencatatan hasil wawancara, dan pelaporan rekrutmen. Evaluasi desain menghasilkan tingkat efektivitas 100%, nilai efisiensi 0,05 goals/second, serta skor SUS sebesar 88 yang termasuk kategori acceptable di Grade A. Hasil UEQ menunjukkan kategori excellent pada 5 skala pengukuran. Temuan ini menunjukkan bahwa rancangan yang diusulkan mampu meningkatkan efisiensi pengelolaan rekrutmen sekaligus mendukung pengambilan keputusan kandidat secara terstruktur dan berpusat pada pengguna.
Co-Authors Herman Tolle Nurmadjina, Nurmadjina Pratondo, Kalistya Rizki