Abstract:The rapid development of digital marketing has significantly transformed business strategies, particularly for Micro, Small, and Medium Enterprises (MSMEs). Instagram has evolved beyond a social networking platform into…
a strategic marketing tool equipped with analytical features such as Instagram Insight. This study aims to examine the effect of Instagram Insight utilization on consumer purchase decisions at Rumah Madu, an MSME operating in Bandar Lampung, Indonesia.
This research adopts a quantitative approach using a survey method. Data were collected from 92 respondents through structured questionnaires and analyzed using SPSS version 27. The independent variable is the utilization of Instagram Insight, measured through three dimensions: follower demographic analysis, follower active time analysis, and content performance analysis. The dependent variable is consumer purchase decision. Statistical analysis includes validity and reliability testing, classical assumption tests (normality, multicollinearity, and heteroscedasticity), simple linear regression, t-test, F-test, and coefficient of determination (R²).
The results suggest that Instagram Insight functions primarily as an internal strategic evaluation tool rather than a direct determinant of consumer purchasing behavior. This study contributes to the digital marketing literature by highlighting the gap between analytic tool utilization and actual consumer conversion in MSMEs. Practical implications emphasize the need for better data interpretation skills and integrated marketing strategies beyond analytics usage alone.
Abstract:The rapid growth of the global affordable luxury fashion segment presents a critical paradox, as luxury brands increasingly target culturally diverse consumers who interpret the meaning of luxury in fundamentally different…
nt ways. This phenomenon becomes particularly evident when comparing collectivist markets such as Indonesia with individualistic markets such as Australia, where uniform value propositions often fail to resonate equally. This study aims to examine the influence of cultural context on Luxury Value Perception (LVP) and Purchase Intention, as well as the moderating role of Individualism–Collectivism orientation among affordable luxury fashion consumers in Indonesia and Australia. A quantitative survey-based approach was employed and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), complemented by Measurement Invariance of Composite Models (MICOM) and Multi-Group Analysis (MGA). The findings are expected to provide empirical insights into how cultural differences shape luxury value perceptions and purchase intentions, offering strategic implications for affordable luxury fashion brands in developing culturally adaptive value propositions.
Abstract:This study explores the role of brand image, price, promotion, and distribution channels in shaping consumer purchasing decisions for domestically produced industrial LED lighting products. A quantitative research approach…
ch was employed using a survey method, with data analyzed through multiple linear regression. The findings indicate that the proposed model is statistically significant, demonstrating that all marketing mix elements jointly influence purchasing decisions. Each variable also shows a positive and significant individual effect, with distribution channels emerging as the most influential factor in driving consumer decisions. This suggests that ease of access, product availability, and effective distribution play a critical role in the adoption of industrial LED products. The novelty of this research lies in empirically integrating marketing mix factors within the context of domestically manufactured LED products, an area that has received limited scholarly attention. The study offers practical implications for manufacturers, emphasizing the importance of strengthening distribution strategies and aligning pricing and promotional efforts to enhance consumer purchasing decisions
Abstract:The increasing intensity of competition in the culinary business sector of Micro, Small, and Medium Enterprises (MSMEs), particularly in snack food products such as JNC Cookies, necessitates the implementation of effective…
ve digital promotion strategies to expand market reach and improve sales performance. Changes in consumer behavior that increasingly rely on digital platforms to obtain information, evaluate purchasing decisions, and interact with brands have made adaptation to digital marketing an unavoidable requirement. Therefore, this study aims to analyze the planning, implementation, and effectiveness of digital promotion strategies through the utilization of digital advertising (paid advertising), endorsements, and social media campaigns in enhancing brand awareness and consumers’ purchase intention toward JNC Cookies. This study employs a descriptive qualitative approach, with data collection techniques including in-depth interviews, observation of social media activities, and analysis of the performance of implemented digital marketing campaigns. In addition, several supporting indicators were measured, such as content reach, engagement rate, consumer interactions, and changes in sales volume during the campaign period. The collected data were subsequently analyzed to identify the relationship between digital promotional activities and consumer responses. The expected outcomes of this study include the formulation of an applicable digital promotion strategy model for food-sector MSMEs, recommendations for the development of sustainable social media campaigns, and the mapping of the roles of endorsements and digital advertising in strengthening the brand positioning of JNC Cookies. The findings of this study are expected to provide practical contributions for MSME practitioners in optimizing the use of digital media as an effective, measurable, and consumer-oriented promotional tool.
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:ABSTRACT The purpose of this study was to determine the effect of bonus packs and product quality on consumer purchasing decisions at PT. Alamjaya Wirasentosa Tg. Morawa Deli Serdang, North Sumatra. The population in this…
his study are consumers at PT. Alamjaya Wirasentosa Tg. Morawa Deli Serdang North Sumatra as many as 379 consumers for one week while the determination technique is random sampling with the withdrawal technique using the Slovin formula. So that the sample in this study amounted to 79 respondents. The sources of data in this study are primary data and secondary data. Where the primary data from observations, interviews and questionnaires. While secondary data can be from data that has been documented. While the data analysis techniques used are descriptive analysis and multiple linear regression. The results of multiple regression analysis are Y = 8.898 + 0.193X1 + 0.548X2 + e which shows that the bonus pack and product quality have a positive and significant effect on consumer purchasing decisions. While the results of the (t) test or partial test show that the bonus pack has a positive and significant effect on consumer purchasing decisions where it can be seen that the tcount value is 2.125 > ttable 1.992 and the product quality variable also has a positive and significant effect on consumer purchasing decisions where it can be seen that the tcount value is 9.425 > ttable 1992. The results of the coefficient of determination with a correlation regression value of 0.814, meaning that together the bonus pack and product quality on consumer purchasing decisions at PT. Alamjaya Wirasentosa Tg. Morawa Deli Serdang North Sumatra has contributed to a strong degree. Then the coefficient of determination (R2) is 0.653 (65.3%). So it can be said that 65.3% of the variation in the dependent variable, namely the bonus pack and product quality in the model, can explain the purchasing decision variables at PT. Alamjaya Wirasentosa while the remaining 34.7% is influenced by other variables outside the model.
Keyword: Bonus Pack, Product Quality, Purchase Decision
Abstract:This study aims to analyze the effect of price and product quality on fertilizer purchases at Am Jaya Tani Store in Rancakasumba Village, Solokan Jeruk District, Bandung Regency. This research is motivated by a decline in…
n the number of visitors and fertilizer purchases, which is presumed to be influenced by consumers’ perceptions of price and product quality. The research method used is a quantitative approach with descriptive and verificative analysis. Data were collected through questionnaires distributed to consumers of Am Jaya Tani Store, with sampling determined based on specific criteria. The data analysis techniques include validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination, and hypothesis testing using partial (t-test) and simultaneous (F-test) methods. The results indicate that descriptively, price, product quality, and fertilizer purchases are in the fairly good to good category. Partially, price has a significant effect on fertilizer purchases, and product quality also has a significant effect on fertilizer purchases. Simultaneously, price and product quality have a significant effect on fertilizer purchases at Am Jaya Tani Store. The findings of this study are expected to provide practical insights for the management of Am Jaya Tani Store in formulating pricing strategies and improving product quality to increase fertilizer purchases and enhance business competitiveness.
Abstract:This study is motivated by the increasing use of TikTok as a digital promotional medium through discount vouchers. In an increasingly competitive business environment, digital promotion not only aims to attract consumer…
interest but also to enhance customer satisfaction in order to encourage repeat purchases. Ayam Bersih Berkah in Ciparay District utilizes TikTok sales promotions as a digital marketing strategy to retain its customers. The purpose of this study is to examine the effect of TikTok sales promotions (discount vouchers) and customer satisfaction on consumers’ repurchase intention at Ayam Bersih Berkah in Ciparay District. This research employs a quantitative method with descriptive and verificative approaches. Data were collected through questionnaires distributed to consumers who had purchased Ayam Bersih Berkah products via TikTok. The research population consisted of consumers over a one-year period, and the sample was determined using the Slovin formula, resulting in 100 respondents. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and F-tests with SPSS version 25. The results indicate that TikTok sales promotions (discount vouchers) and customer satisfaction have a positive and significant effect on repurchase intention, both partially and simultaneously. Therefore, it can be concluded that effective TikTok sales promotions supported by high customer satisfaction can encourage sustainable repeat purchases.
Abstract:This study aims to analyze the methods of recording and valuing raw material inventories based on the Financial Accounting Standards for Micro, Small, and Medium Entities (SAK EMKM) and their relation to business continuity…
ity at the Super Sumber Sari Tofu and Tempe Factory in Gorontalo City. This research employed a descriptive qualitative method with data collection techniques including observation, interviews, and documentation. The results indicate that the Super Sumber Sari Tofu and Tempe Factory in Gorontalo City has not implemented inventory recording in accordance with SAK EMKM. The business has not determined an inventory valuation method and does not calculate inventory values at the end of the accounting period. This condition causes the financial statements prepared to be unable to accurately reflect the business condition, particularly in determining inventory values and cost of goods sold. However, in terms of inventory expense recognition, the factory has applied it by recognizing damaged raw material inventories as expenses in the period incurred. This is due to the fact that raw materials are purchased from regular suppliers, making damaged materials non-returnable. The main factor contributing to the absence of inventory recording in accordance with SAK EMKM is the limited accounting knowledge of the owner and business managers, who are more focused on production and sales activities. Therefore, the implementation of inventory recording in accordance with SAK EMKM is expected to assist the business in preparing better financial statements and supporting business continuity.
Abstract:This study examines the influence of social media marketing and brand image on purchase intention, with consumer boycott participation incorporated as a moderating variable, using Rosé All Day Cosmetics as the empirical…
context. Grounded in the Stimulus–Organism–Response (S-O-R) framework, a quantitative approach was employed by collecting survey data from 385 consumers in Jabodetabek and Bandung City areas, which were analyzed using PLS-SEM. The results reveal that both social media marketing and brand image have positive and significant effects on purchase intention. However, boycott participation does not moderate the relationship between social media marketing and purchase intention, while it exerts a significant negative moderating effect on the relationship between brand image and purchase intention. These findings suggest that although digital marketing and brand image remain key drivers of consumer purchase intention, moral and social considerations reflected in boycott participation can weaken the effectiveness of brand image in influencing consumer decisions. This study contributes to the literature by highlighting the contextual role of consumer boycotting in shaping marketing effectiveness within the digital beauty industry in emerging markets.