Abstract:Abstract: Digital transformation has encouraged retail companies to leverage information technology and data analytics to improve operational efficiency and the quality of decision-making. The utilization of technology and…
nd data analytics enables companies to automate business processes, enhance analytical accuracy, and manage customer data more effectively. This study aims to implement the Naive Bayes algorithm to determine customer discount categories based on purchasing behavior in retail stores as a form of data-driven decision-making that supports digital transformation. The dataset used in this research is the Marketing Campaign Dataset, which consists of the attributes Income, Recency, NumDealsPurchases, NumWebPurchases, NumStorePurchases, and Response. The research stages include data collection, preprocessing, data transformation, classification model development using the Naive Bayes algorithm, and model evaluation using the Confusion Matrix, Accuracy, Precision, Recall, and F1-Score. The results show that the Naive Bayes model achieved an accuracy of 70% in classifying customers into low, medium, and high discount categories based on their purchasing behavior patterns. The implementation of this model enables retail companies to provide discount category recommendations more quickly, accurately, and consistently. In addition to improving the effectiveness of promotional strategies, this study demonstrates that the application of machine learning-based data analytics can support digital transformation through faster, more accurate, and data-driven decision-making, thereby helping retail companies improve service quality and business process effectiveness.
Keywords: Naive Bayes; Digital Transformation; Customer Discount Categories; Purchasing Behavior; Retail Store.
Abstrak: Transformasi digital telah mendorong perusahaan retail untuk memanfaatkan teknologi informasi dan analisis data dalam meningkatkan efisiensi operasional serta kualitas pengambilan keputusan. Pemanfaatan teknologi dan analitik data memungkinkan perusahaan mengotomatisasi proses bisnis, meningkatkan akurasi analisis, serta memanfaatkan data pelanggan secara lebih efektif. Penelitian ini bertujuan mengimplementasikan algoritma Naive Bayes dalam menentukan kategori diskon pelanggan berdasarkan perilaku pembelian pada toko retail sebagai salah satu bentuk pengambilan keputusan berbasis data yang mendukung transformasi digital. Dataset yang digunakan adalah Marketing Campaign Dataset yang terdiri dari atribut Income, Recency, NumDealsPurchases, NumWebPurchases, NumStorePurchases, dan Response. Tahapan penelitian meliputi pengumpulan data, preprocessing, transformasi data, pembentukan model klasifikasi menggunakan algoritma Naive Bayes, serta evaluasi menggunakan Confusion Matrix, Accuracy, Precision, Recall, dan F1-Score. Hasil penelitian menunjukkan bahwa model Naive Bayes memperoleh akurasi sebesar 70% dalam mengklasifikasikan pelanggan ke dalam kategori diskon rendah, sedang, dan tinggi berdasarkan pola perilaku pembelian. Implementasi model ini mampu membantu perusahaan retail dalam memberikan rekomendasi kategori diskon secara lebih cepat, tepat, dan konsisten. Selain meningkatkan efektivitas strategi promosi, penelitian ini menunjukkan bahwa penerapan analitik data berbasis machine learning dapat mendukung transformasi digital melalui pengambilan keputusan yang lebih cepat, akurat, dan berbasis data sehingga membantu perusahaan retail meningkatkan kualitas layanan serta efektivitas proses bisnis.
Kata kunci: Naive Bayes; Transformasi Digital; Kategori Diskon Pelanggan; Perilaku Pembelian; Toko Retail.
Abstract:Abstract: Sales prediction is important for pharmacy retail businesses to support stock planning and reduce dependence on subjective decision-making. This study aims to implement Multiple Linear Regression to predict the…
sales of home brand products at a pharmacy outlet and integrate the prediction model into a web-based system. The data used in this study were daily sales transaction data from Sri Manja Pharmacy Outlet from May 16, 2024 to April 16, 2026. The initial dataset consisted of 124,992 transaction records, which were filtered, cleaned, aggregated into daily sales data, and transformed into predictive variables, including time-based variables, historical sales patterns, and discount variables. The model was developed separately for each product using an 80:20 time-based data split and evaluated using MAE, RMSE, MAPE, and R². The results show that the model can predict sales with varying performance across products. One tested product achieved a MAPE of 12.21% and an R² of 0.9068, indicating relatively good predictive performance. The model was successfully implemented into a web-based system that supports sales prediction, visualization, and report generation. Therefore, the proposed system can assist pharmacy outlets in making more data-driven sales and stock planning decisions.
Keywords: Home Brand; Multiple Linear Regression; Pharmacy Outlet; Sales Prediction; Web-Based System.
Abstrak: Prediksi penjualan memiliki peran penting dalam bisnis ritel farmasi untuk mendukung perencanaan stok dan mengurangi ketergantungan terhadap pengambilan keputusan secara subjektif. Penelitian ini bertujuan untuk mengimplementasikan Regresi Linear Berganda dalam memprediksi penjualan produk home brand pada satu outlet farmasi serta mengintegrasikan model prediksi ke dalam sistem berbasis web. Data yang digunakan merupakan data transaksi penjualan harian Outlet Farmasi Sri Manja periode 16 Mei 2024 sampai 16 April 2026. Dataset awal terdiri dari 124.992 baris transaksi, kemudian dilakukan seleksi, pembersihan, agregasi menjadi data penjualan harian, dan pembentukan variabel prediksi yang meliputi variabel waktu, pola historis penjualan, dan variabel diskon. Model dibangun secara terpisah untuk setiap produk menggunakan pembagian data berbasis waktu dengan rasio 80:20 serta dievaluasi menggunakan MAE, RMSE, MAPE, dan R². Hasil penelitian menunjukkan bahwa model mampu memprediksi penjualan dengan performa yang berbeda pada setiap produk. Salah satu produk yang diuji memperoleh nilai MAPE sebesar 12,21% dan R² sebesar 0,9068, yang menunjukkan performa prediksi cukup baik. Model berhasil diimplementasikan ke dalam sistem berbasis web yang mendukung prediksi, visualisasi, dan pembuatan laporan penjualan. Dengan demikian, sistem yang diusulkan dapat membantu outlet farmasi dalam pengambilan keputusan penjualan dan perencanaan stok berbasis data.
Kata Kunci: Home Brand; Outlet Farmasi; Prediksi Penjualan; Regresi Linier Berganda; Sistem Berbasis Web.
Abstract:Abstract: This study examines the effect of sales promotion on consumer purchase intention in Lazada e-commerce. A quantitative method was applied with a questionnaire to 100 active users in Medan. Data were analyzed…
zed using simple linear regression. Results indicate that sales promotion—including discounts, vouchers, and cashback—has a positive and significant impact on purchase intention (β = 0.686; p < 0.05). The regression equation shows every unit increase in promotion raises purchase intention by 0.423. Effective promotional strategies are therefore essential to boost online sales and consumer engagement.
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Keywords: sales promotion; purchase intention; e-commerce; Lazada; marketing strategy
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Abstrak: Penelitian ini menganalisis pengaruh promosi penjualan terhadap minat beli konsumen pada platform e-commerce Lazada. Metode kuantitatif digunakan dengan penyebaran kuesioner kepada 100 pengguna aktif di Medan dan dianalisis menggunakan regresi linear sederhana. Hasil menunjukkan promosi penjualan—diskon, voucher, dan cashback—berpengaruh positif serta signifikan terhadap minat beli (β = 0,686; p < 0,05). Persamaan menegaskan bahwa peningkatan promosi meningkatkan minat beli. Temuan ini menekankan pentingnya strategi promosi efektif untuk mendorong penjualan dan keterlibatan konsumen.
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Kata kunci: promosi penjualan; minat beli; e-commerce; Lazada; strategi pemasaran
Abstract:Abstract: This study aims to analyze the influence of brand awareness and promotion on the purchasing decisions of electronic cigarettes among Generation Z users on Twitter. The method used is multiple linear regression…
with a quantitative approach. Data was collected through a questionnaire distributed to 62 respondents. The results show that both brand awareness and promotion have a positive and significant effect on purchasing decisions, both partially and simultaneously. Brand recognition is the most dominant brand awareness indicator, while discounts are the most influential promotion indicator. These findings highlight the importance of effective branding and promotional strategies in influencing the purchasing decisions of young consumers active on social media.
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Keywords: Brand Awareness, Promotion, Purchase Decision, Generation Z, Electronic
               Cigarette
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Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan promosi terhadap keputusan pembelian rokok elektrik pada Generasi Z pengguna media sosial Twitter. Metode yang digunakan adalah regresi linear berganda dengan pendekatan kuantitatif. Data diperoleh melalui penyebaran kuesioner kepada 62 responden. Hasil analisis menunjukkan bahwa baik brand awareness maupun promosi berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial maupun simultan. Brand recognition menjadi indikator brand awareness yang paling dominan, sementara diskon menjadi indikator promosi yang paling berpengaruh. Temuan ini menunjukkan pentingnya strategi branding dan promosi yang efektif dalam memengaruhi keputusan pembelian konsumen muda yang aktif di media sosial.
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Kata kunci: Brand Awareness, Promosi, Keputusan Pembelian, Generasi Z, Rokok Elektrik
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Abstract:Abstract: The purpose study is to obtain evidence regarding whether or not there is an effect of Live Streaming, Electronic Word of Mouth (e-WOM), and Islamic Branding, on Muslim consumer purchasing decisions. The methodology…
ology used is quantitative approach by utilizing primary data collected through questionnairs, and obtaining sample of 106 respondent to used purposive sampling techniques in quota sampling method. This study examines the relationship between variables using a series of analytic techniques, including validity, classical assumption, hypothesis, multiple linear regression analysis, and coefficient determination, which are processed using the IBM SPSS version 25 application. The results showed Live Streaming and Islamic Branding have sig. influence on purchasing decisions. Live Streaming becomes an effective marketing tool through time-limited promotions, attractive discounts, clear product descriptions, and creative visual marketing. Islamic Branding builds consumer loyalty through Islamic values such as honesty, responsibility, and sharia compliance, supported by indicators of sharia compliance, Islamic brand origin, and Muslim community involvement. e-WOM no sig. effect on purchasing decisions, due to limited information credibility, trust in anonymous sources, and lack of personal interaction. Consumers tend to prefer direct experience and relevant religious attributes.
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Keyword: Electronic Word Of Mouth; Purchase Decision; Live streaming; Islamic Branding.
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Abstrak: Penelitian ini juga bertujuan dalam memperoleh bukti mengenai berpengaruhnya Live Streaming, Electronic Word of Mouth (e-WOM), dan Islamic Branding terkait keputusan pada hal pembelian konsumen Muslim. Metode penelitian ini ialah pendekatan kuantitatif berfokus sebuah data aspek primer yang diperoleh melalui inti kuesioner. Sampel dari penelitian berjumlah 106 responden juga yang dipilih menggunakan teknik purposive sampling dalam metode sampling kuota. Analisis hubungan antar variabel dilakukan melalui uji validitas, uji asumsi klasik, uji hipotesis, analisis regresi linier berganda, serta koefisien determinasi, dengan pengolahan data menggunakan IBM SPSS versi 25. Hasil penelitian menyatakan bahwa Live Streaming dan Islamic Branding untuk bisa berdampak juga secara signifikan pada keputusan pembelian. Live Streaming menunjukkan bahwa strategi pemasaran yang efektif melalui promosi berbatas waktu, diskon menarik, deskripsi produk yang lebih detail, serta pemasaran visual secara kreatif. Sementara itu, Islamic Branding berkontribusi dalam membangun loyalitas konsumen dengan menekankan nilai-nilai pada agama Islam, misalnya suatu kejujuran, suatu tanggung jawab, serta kepatuhan terhadap prinsip syariah, yang tercermin dalam indikator kepatuhan syariah, identitas merek Islami, serta keterlibatan dalam komunitas Muslim. Di sisi lain, e-WOM memiliki pada pengaruh sig. terhadap sebuah keputusan pada hal untuk pembelian. Hal tersebut disebabkan oleh keterbatasan kredibilitas informasi, rendahnya atas tingkatan sebuah kepercayaan terhadap sumber anonim, serta minimnya interaksi personal. Konsumen lebih cenderung mengutamakan pengalaman langsung dan atribut religius yang sesuai dengan nilai-nilai mereka dalam mengambil sebuah keputusan pada hal pembelian.
Kata kunci: Electronic Word Of Mouth; Keputusan Pembelian; Live Streaming; Islamic Branding.
Abstract:Abstract: The development of technology and information both in the world of education and the business world, all elements are required to always be able to keep abreast of the development of information technology. the…
need to increase sales as well as save time and costs as well as make it easier for young business actors to communicate with customers or potential customers, media or applications are needed that can be one of the important communication media in meeting these needs in running a business. Through CRM, business actors can provide on-line services to consumers, such as online payment systems and discounts. Promotions carried out as well as other information. Even though our business activities can still be assisted or marketed through social media, namely Facebook, WhatsApp and Instagram, the services provided are not as complex as CRM. The purpose of this research method is to describe the object under study, namely the marketing of HNI HPAI products.
Keywords: quality of servic; CRM
Abstrak: Perkembangan teknologi dan informasi baik didunia Pendidikan maupun dunia usaha maka semua unsur dituntut untuk selalu dapat mengikuti perkembangan teknologi informasi tersebut. kebutuhan akan peningkatan penjualan serta penghematan waktu dan biaya serta memudahkan pelaku usaha muda berkomunikasa dengan pelanggan atau calon pelanggan maka dibutuhkan media atau aplikasi yang dapat menjadi salah satu media komunikasi yang penting dalam memenuhi kebutuhan tersebut dalam menjalankan bisnis. Melalui CRM pelaku usaha bisa memberikan pelayanan On-Line kepada konsumen seperti sistem pembayaran online dan diskon. Promosi yang dilakukan serta informasi lainya. Walapun kigiatan usaha kita masih bisa dibantu atau dipasarkan melalui sosial media yaitu facebook, whatsapp, dan Instagram, Namun layanan yang diberikan tidaklah sekomplek CRM. Tujuan metode penelitian ini adalah untuk mendeskripsikan objek yang diteliti yaitu pemasaran produk HNI HPAI.
Kata kunci: kwalitas pelayanan; CRM
Abstract:This study aims to understand how price sensitivity and limited purchasing power of students affect their purchasing decisions, and how service quality can play a role in increasing customer satisfaction and loyalty. This…
s study is a quantitative study using a causal-comparative approach. This sampling is done using a purposive sampling technique. The researcher aims to collect data from 189 respondents with different backgrounds and characteristics. This research method uses IBM SPSS Statistics 26 software. The first hypothesis in this study is accepted because there is a positive influence between discounts on purchasing decisions. The second hypothesis can also be accepted because there is a positive influence between service quality on purchasing decisions. Price reductions in the form of discounts can increase the attractiveness of a product, make it more affordable, and motivate consumers to buy the product compared to products with normal prices. Quality service can increase customer satisfaction, which ultimately encourages consumers to make purchases. Consumers tend to prefer companies that provide a satisfying service experience because they feel appreciated and cared for. Good service quality will also increase consumer trust in the company, which is a key factor in making purchasing decisions. The limitations of this study were only conducted on students at Yogyakarta State University, so the results may not fully represent the general population of Grab Food users. Researchers examined discounts and service quality as independent variables. The data collected may only reflect conditions at a certain time. Respondents who are students may provide biased answers, especially if they feel that the questions in the questionnaire are too directed or less relevant.
Abstract:This study aims to analyze the impact of Fear of Missing Out (FoMO) on consumer behavior among adolescent Shopee users in Jakarta. Shopee, as a popular e-commerce platform in Indonesia, has influenced consumption patterns,…
s, especially among female students, through attractive promotions such as discounts and free shipping. FoMO, which is the fear of missing out on popular opportunities or trends, can drive individuals to make impulsive purchases, even when these purchases do not meet their basic needs. This research employs a quantitative method using FoMO and consumer behavior measurement tools that have been validated. The results of the analysis indicate that FoMO has a positive influence on consumer behavior, with an influence rate of 59.6%. These findings suggest that higher levels of FoMO are associated with a greater likelihood of engaging in consumptive behavior, such as buying items merely to avoid missing out on discounts. This study reinforces the understanding that psychological factors such as FoMO can influence irrational purchasing decisions among adolescent e-commerce users.
Abstract:This study aims to determine the reasons behind customers' reluctance to adopt electronic payments and how these factors relate to their values. To identify the characteristics of electronic payments that customers find…
objectionable and to look into the relationships between those characteristics and people's values by looking at the effects of those characteristics; to offer advice to financial institutions and service providers on how to develop appropriate strategic plans to promote electronic payments in Libya. To achieve these research objectives, the means-end chain (MEC) theory is applied in combination with hard laddering interviews as a data collection method. Subsequently, the data is analyzed using the Association Pattern Technique (APT) to produce the Hierarchical Value Map (HVM). The HVM identifies five main obstacles that keep customers from using electronic payments: a lack of awareness about the benefits and security of electronic payments, a lack of laws protecting users of electronic payments, the unpopularity of electronic payments, the cost of transactions, and the lack of e-payment discounts. The Value Map also revealed that the most important value, safety, can explain the bulk of customers' reluctance to accept electronic payments. The respondents also expressed significant concerns about the economy and the convenience of e-payments. The report offers suggestions for banks and service providers to increase e-payment usage based on these findings.
Abstract:This study aims to examine the influence of discount framing, brand reputation, e-satisfaction, and e-loyalty on the use of online food delivery applications. The study employs a quantitative approach using survey methods…
s and hypothesis testing with SEM-AMOS version 23. The population of this study consists of users of online food delivery applications across Indonesia, with the unit of analysis being individuals. Data for this study were obtained from 135 respondents who filled out an online questionnaire based on a purposive sampling method. The results of the study indicate that discount framing has a positive effect on brand reputation and e-satisfaction. Brand reputation positively affects e-satisfaction. E-satisfaction positively impacts e-loyalty. This indicates that the higher the discount framing, the better the brand reputation and e-satisfaction for ordering food. Furthermore, the better the brand reputation, the higher the e-satisfaction, and the higher the e-satisfaction, the better the e-loyalty in ordering food through online food delivery applications. The implications of these results for application owners are to understand the influence of discount framing, brand reputation, e-satisfaction, and e-loyalty, so they can formulate strategies and policies related to these factors. Meanwhile, the implication for application users is that they can use applications that offer discount framing that suits their needs.