Abstract:Penelitian ini bertujuan untuk menganalisis tingkat pemanfaatan platform digital dan strategi pemasaran digital dalam meningkatkan volume penjualan UMKM kuliner di Kabupaten Bandung. Penelitian ini menggunakan pendekatan…
kualitatif dengan metode studi kasus pada tiga UMKM, yaitu Kopi Lembah Cimanong, Dan’Steak, dan D’Blas. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan, serta didukung oleh analisis SWOT dan triangulasi data untuk memastikan keabsahan temuan penelitian. Hasil penelitian menunjukkan bahwa ketiga UMKM telah memanfaatkan platform digital seperti media sosial dan marketplace sebagai sarana pemasaran, namun pemanfaatannya belum optimal. Kendala yang dihadapi meliputi keterbatasan literasi digital, sumber daya manusia, waktu pengelolaan, serta pemahaman terhadap strategi pemasaran digital yang terintegrasi. Meskipun demikian, penerapan konten digital, interaksi dengan konsumen, dan konsistensi pemasaran digital terbukti memberikan dampak positif terhadap peningkatan volume penjualan. Penelitian ini menyimpulkan bahwa optimalisasi pemanfaatan platform digital dan penerapan strategi pemasaran digital yang terencana berperan penting dalam meningkatkan volume penjualan UMKM kuliner.
Abstract:Penelitian ini bertujuan untuk menganalisis pengaruh testimoni dan ulasan produk terhadap kepercayaan calon pembeli pada marketplace Shopee. Kepercayaan konsumen merupakan faktor penting dalam transaksi daring karena berhubungan…
hubungan langsung dengan keputusan pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Populasi penelitian adalah pengguna Shopee yang pernah membaca testimoni dan ulasan produk sebelum melakukan pembelian, dengan jumlah sampel sebanyak 97 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner online yang diukur menggunakan skala Likert lima poin. Analisis data dilakukan dengan bantuan SPSS melalui uji validitas, uji reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial testimoni berpengaruh positif dan signifikan terhadap kepercayaan calon pembeli, demikian pula ulasan produk yang juga berpengaruh positif dan signifikan. Secara simultan, testimoni dan ulasan produk terbukti memiliki pengaruh positif dan signifikan terhadap kepercayaan calon pembeli di marketplace Shopee. Nilai koefisien determinasi menunjukkan bahwa kedua variabel independen mampu menjelaskan sebesar 38,9% variasi kepercayaan calon pembeli, sementara sisanya dipengaruhi oleh faktor lain di luar model penelitian. Penelitian ini memberikan implikasi praktis bagi penjual dan pihak marketplace untuk meningkatkan kualitas testimoni dan ulasan produk guna memperkuat kepercayaan konsumen.
Abstract:Perkembangan teknologi digital dan pesatnya pertumbuhan e-commerce di Indonesia telah mengubah pola konsumsi masyarakat, termasuk dalam pembelian produk kosmetik. Marketplace seperti Lazada menjadi alternatif utama bagi…
konsumen untuk memenuhi kebutuhan tanpa harus berbelanja langsung di toko fisik. Dalam proses menentukan keputusan pembelian, konsumen cenderung memberi perhatian utama pada dua faktor penting, yaitu harga dan kualitas produk. Berdasarkan hal tersebut, penelitian ini dilakukan untuk mengukur sejauh mana pengaruh kedua faktor tersebut terhadap minat beli produk kosmetik secara online di platform Lazada, khususnya di kalangan mahasiswa.
Penelitian ini menggunakan metode kuantitatif dengan populasi mahasiswa International Women University yang pernah melakukan pembelian produk kosmetik melalui Lazada. Sampel penelitian terdiri atas 94 responden yang dipilih menggunakan teknik purposive sampling. Instrumen penelitian berupa kuesioner dengan skala Likert, sedangkan analisis data dilakukan menggunakan regresi linier berganda melalui aplikasi IBM SPSS Statistics 25. Hasil analisis menunjukkan bahwa variabel harga (X1) dan kualitas produk (X2) berpengaruh positif serta signifikan terhadap minat beli (Y), baik secara parsial maupun simultan. Koefisien regresi harga sebesar 0,484, sementara kualitas produk sebesar 0,443, yang mengindikasikan bahwa harga memiliki pengaruh lebih dominan dibandingkan kualitas produk. Secara simultan, kedua variabel tersebut mampu menjelaskan 78,5% variasi minat beli konsumen terhadap produk kosmetik di marketplace Lazada.
Berdasarkan temuan tersebut, dapat disimpulkan bahwa penerapan strategi harga yang kompetitif serta penyediaan produk berkualitas tinggi merupakan elemen kunci untuk mendorong minat beli konsumen di pasar digital. Secara teoritis, penelitian ini memperkaya literatur mengenai perilaku konsumen digital, sementara secara praktis, memberikan masukan bagi pelaku usaha untuk mengoptimalkan strategi pemasaran online dengan memperhatikan kedua faktor tersebut. Untuk penelitian selanjutnya, disarankan penambahan variabel lain seperti promosi digital, tingkat kepercayaan terhadap platform, dan ulasan pelanggan, serta memperluas jangkauan sampel agar hasil penelitian memiliki daya generalisasi yang lebih tinggi.
Abstract:This study aims to determine the effect of price and advertising on the consumptive behavior of students at Bandung International Women’s University in the TikTok Shop marketplace. The growing trend of consumptive behavior…
vior among students is influenced by easy access to social media and digital marketing strategies such as interactive advertisements and discount offers. This research uses a quantitative approach with descriptive and verificative methods. The sample consists of 95 respondents, students of the Business Administration Study Program (2021–2024), selected through proportionate stratified random sampling. Data were collected using questionnaires and analyzed using multiple linear regression through SPSS. The results show that (1) price has a positive and significant effect on students’ consumptive behavior, (2) advertising also has a positive and significant effect, and (3) simultaneously, price and advertising significantly affect consumptive behavior among TikTok Shop users. Therefore, competitive pricing and creative advertising strategies on TikTok Shop have been proven to increase impulsive buying tendencies among students. This research is expected to serve as a reference for digital business practitioners in designing more ethical and educational marketing strategies for young consumers.
Abstract:The Aika Gallery store on the Shopee marketplace is the perfect destination for parents seeking children's clothing with guaranteed quality and attractive designs. The objectives of this study were (1) to determine affiliate…
iate marketing for children's clothing products at the Aika Gallery store on the Shopee marketplace, (2) to determine user reviews of children's clothing products at the Aika Gallery store on the Shopee marketplace, (3) to determine purchasing decisions for children's clothing products at the Aika Gallery store on the Shopee marketplace, (4) to determine the influence of affiliate marketing on purchasing decisions for children's clothing products at the Aika Gallery store on the Shopee marketplace, (5) to determine the influence of users on purchasing decisions for children's clothing products at the Aika Gallery store on the Shopee marketplace, and (6) to determine the simultaneous influence of affiliate marketing and user reviews on purchasing decisions for children's clothing products at the Aika Gallery store on the Shopee marketplace. This study used a descriptive quantitative approach with 70 respondents. The results of this study are: (1) Consumer responses regarding Affiliate Marketing are in the good category, (2) Consumer responses regarding User Reviews are in the good category, (3) Consumer responses regarding Purchasing Decisions are in the good category, (4) Affiliate Marketing has a significant influence on Purchase Decision Satisfaction (5) User Reviews have a significant influence on Purchase Decision Satisfaction, and (6) Affiliate Marketing and User Reviews have a significant influence on Purchase Decisions.
Abstract:This study aims to analyze the influence of Customer Satisfaction, Customer Delight, and Customer Trust on customer loyalty in the Shopee marketplace. A quantitative approach was employed with data collected through questionnaires…
tionnaires to active Shopee users. Multiple linear regression results show that the three independent variables simultaneously have a significant effect on customer loyalty, but only Customer Trust has a significant partial effect. The Adjusted R Square indicates that the independent variables explain approximately 41.4% of the variation in customer loyalty. These findings highlight the importance of building customer trust as a key strategy in maintaining loyalty on e-commerce platforms.
Abstract:This study examines the influence of firm ethicality, green marketing, and corporate social responsibility (CSR) on brand loyalty toward Tokopedia, it also explores the moderating roles of brand reputation, environmental…
concern, and social influence. A survey of 56 Tokopedia users was analyzed using partial least squares structural equation modeling (PLS-SEM). Results show that firm ethicality significantly and positively influenced brand loyalty. In contrast, green marketing and CSR did not show significant effects, nor did any of the hypothesized moderating relationships. Interestingly, social influence, although not proposed as a direct predicator, demonstrated a significant direct effect on brand loyalty, highlighting the roles of normative and informational influence in e-commerce. Assessment of the measurement model confirmed satisfactory construct reliability, convergent validity, and discriminant validity. The structural model exhibited predictive relevance. The findings indicate that corporate ethics and social influence are key factors in fostering loyalty within Indonesia’s digital marketplace.
Abstract:Shopee, as one of the e-commerce establishments established in 2015 and part of the Sea Group in Southeast Asia, has succeeded in creating a safe, user-friendly and fast online shopping platform. With strong operations in…
n seven markets in Southeast Asia, Shopee not only provides a platform for buyers to find products, but also provides training and support to their sellers. The rapid growth of e-commerce in Indonesia is also influenced by factors such as the increase in population, increasing smartphone and internet users, and the development of financial technology companies. The convenience of online shopping encourages consumers to buy various desired products so that they are encouraged to behave consumptively. This then stimulates the phenomenon of impulse buying in consumers. Currently, economic activities are dominated by Generation Z's behavior to carry out activities such as scrolling, online shopping, and making transactions. Some marketplaces have not paid attention to the positive emotions of consumers with the Generation Z group in the target market, hedonic shopping motivation, fear of missing out, and shopping lifestyle that can trigger impulsive purchases which are part of the consideration of the preparation and strategy of innovative marketing targets according to the needs of market psychology. This study aims to find out how much respondents assess hedonic shopping motivation, fear of missing out, and shopping lifestyle, find out the influence of hedonic shopping motivation, fear of missing out, and shopping lifestyle on impulse buying generation Z, find out the influence of positive emotions on impulse buying generation Z, to know the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on impulse buying through positive emotions. This study uses a quantitative method. The sampling technique uses purposive sampling. The data obtained was 385 respondents by distributing questionnaires online. The respondents in this study are Generation Z Shopee users in Indonesia. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) which was then processed with SMARTPLS. The results of this study are hedonic shopping motivation, fear of missing out, shopping lifestyle, positive emotion have a significant positive effect on impulse buying.
Abstract:This study aims to analyze the impact of digital marketing strategies specifically brand image and flash sale promotions on impulsive buying behavior among consumers in Indonesian marketplaces, with a particular focus on…
the Shopee platform. The research employs a descriptive quantitative approach, using purposive sampling techniques. Out of a population of 433 university students, 115 respondents were selected as the sample. Data analysis was conducted using SPSS version 26 and Microsoft Excel 2021. The results indicate that both brand image and flash sale promotions significantly influence consumer impulsive buying behavior, both partially and simultaneously. These findings highlight the importance of optimizing digital marketing strategies to enhance impulsive purchasing behavior in the e-commerce sector.
Abstract:Implementing human resource management (HCM) is one of the main strategies for improving the quality of human resources (HR) and leading to increased business performance. Human capital theory focuses on the development…
and utilization of human resources as assets of strategic value. Continuous development of education, training and experience will produce a quality workforce capable of providing maximum contribution to the organization. The aim of this research is to analyze the application of HCM in the context of human resource development as a basis for improving organizational performance. This journal uses a theoretical approach from human resources to explore how investments in developing employee skills, knowledge, and abilities can increase a company's productivity, innovation, and competitiveness in the global marketplace.