Saniatun Nurhasanah, M.Si.
Manajemen Bisnis Syariah
Biografi
Peneliti LPPM Tazkia
5
Penelitian
1
Pengabdian Masyarakat
Penelitian
Tanggal Publikasi: 14 Sep 2024
The Role of Social Media Marketing, Brand Awareness, and Price on Consumer Purchasing Decisions on the GoFood Marketplace Platform
This research aims to analyze the influence of Social Media Marketing, Brand Awareness and Price variables on purchasing decisions for Gacoan Noodles on the GoFood marketplace platform. This research uses quantitative methods with the research object being Generation Z Mie Gacoan consumers in Jabodetabek. In this research, the Structural Equation Model (SEM) analysis technique was used with the Partial Least Square (PLS) method and the data was processed with the help of the SmartPLS 4 application. The results of this research stated that the role of Social Media Marketing, Brand Awareness, and Price had a positive and significant effect on Decision to Purchase Gacoan Noodles on the GoFood marketplace platform. There is an indirect influence between Social Media Marketing, Brand Awareness, and Purchasing Decisions which shows positive and significant results.
Penelitian
Tanggal Publikasi: 28 Mei 2024
Analisis pengaruh promosi, live streamers, dan tekanan waktu terhadap keputusan pembelian pada fitur shopee live
This research analyzesthe influence of promotions, live streamers, and time pressure on purchasing decisions made through the Shopee Live feature. The method employed in this study is quantitativedescriptive. This research's population and sample size totaled 193 individualsin Jabodetabek Area. The sampling technique utilized is probability sampling with purposive sampling. The statistical analysis conducted in this research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The research findings indicate that promotions have a significant positive effect on purchasing decisions through the Shopee Live feature. Additionally, live streamers exert a significant positive influence on purchase decisions via the Shopee Live feature. Moreover, time pressure demonstrates a significant positive effect on purchasing decisions through the Shopee Live feature.The Shopee Live feature is expected to increase effective promotional strategies, namely personal sales and direct marketing carried out by live streamers, so that customer awareness of the Shopee Live feature continues to increase, thereby influencing purchasing decisions. Furthermore, the Shopee application is expected to provide more sales promotions and also provide time limits when conducting live streaming.
Penelitian
Tanggal Publikasi: 21 Mar 2024
Analysis of The Influence of Shopping Lifestyle, Time Pressure, Religius, and Islamic Financial Literacy on Impulsive Buying on Shopee Live Streaming
Use of live streaming platforms in shop has become trends in the digital era, in particular through Shopee Live Streaming application. This research aims to analyze influence style life shopping, pressure time, religiosity, and literacy Islamic finance towards behavior purchase impulsive on the platform. Research sample taken as many as 100 respondents and processed use Structural Equation Modeling Partial Least Square (SEM-PLS) method with application SmartPLS 3. Stages testing done with the Evaluation of Measurement Model (Outer Model) and Evaluation of Structural Model (Inner Model) tests . The results of this research show that Shopping Lifestyle and Time-Pressure are consistent positive show influence significant influential against impulse buying on Shopee Live Streaming. However , Religiosity and Islamic Financial Literacy have connection negative and not significant regarding Impulse Buying on Shopee Live Streaming. And overall the variables Shopping Lifestyle, Time-Pressure, Religiosity and Islamic Financial Literacy contribute of 46.5% in influence Impulse Buying Variable .
Pengabdian
Tanggal Publikasi: 31 Des 2023
Youth Strategies in Economic Empowerment
The research "Youth Strategy in Economic Empowerment" thoroughly examines the strategic significance of young people in promoting economic growth, particularly within the halal industrial sector. This study emphasizes the significant contribution that young people, who constitute a crucial segment of the world population, may make to the advancement of socioeconomic development. This research uncovers the most recent developments in the halal business by means of seminars including prominent speakers like Prof. Dr. Marco Tieman. It focuses on crucial elements such as supply chains and ecosystems. The paper's conclusion underscores the significance of innovation and the contributions of young individuals, serving as inspiration for aspiring entrepreneurs in the global development of the halal industry.
Penelitian
Tanggal Publikasi: 5 Jun 2018
Halal purchase intention on processed food
The objective of this study is to investigate the factors affecting customers on purchasing halal purchase intention on processed food. A purposive sampling method with 193 respondents and the data analysis is done by SEM-PLS method. The results show that halal awareness, health reason, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, Food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on purchase intention through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention.
Penelitian
Tanggal Publikasi: 24 Jan 2023
Faktor-Faktor yang Mempengaruhi Minat Beli Produk Makanan Olahan Halal pada Konsumen
Indonesia is one of the largest Moslem population countries in the world. It leads to the increasing of halal product demand in Indonesia. The awareness to consume halal product becomes a large market potential for producers to produce their halal products. Nowadays, halal is not only purely about religion matter, but also about business and trade. The objective of this study is to investigate the factors affecting customers on purchasing halal buying interest on processed food. We use a purposive sampling method with 109 respondents who are customers of the supermarkets and minimarkets in Bogor City/District, Indonesia. While data analysis is done by SEM-PLS method, this study uses brand image, perceived quality, perceived value, halal certification, health reason, halal awareness, and halal marketing as the factors which are affecting the halal purchase intention of the customers. The result showed that health reason, halal awareness, and perceived value have a significant and positive direct effect on purchasing intention. Halal marketing also shows a significant and positive effect on purchasing intention. While halal marketing shows a negative and significant effect on purchasing intention. The food safety, halal certification, brand image, and perceived quality show the same effect which has no direct effect on purchasing intention. Furthermore, food safety has an indirect effect on purchasing intention through health reason. Halal certification has an indirect effect on minat beli through brand image variable. Meanwhile, brand image and perceived quality have an indirect effect through perceived value variable on purchasing intention.