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All Journal Jurnal Integrasi Ekonomi, Keuangan, dan Akuntansi (JIEKA)
Asmayanti
Business and Entrepreneurship Department, Faculty of Economics and Business, Makassar State University, Indonesia

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THE INFLUENCE OF EASE OF USE, FREE SHIPPING, AND CUSTOMER REVIEWS ON PURCHASE DECISIONS IN E-COMMERCE (A CASE STUDY ON STUDENTS OF THE ENTREPRENEURSHIP STUDY PROGRAM AT FEB UNM) Nabil Hamdini Sani; Marhawati; Andika Isma; Muhammad Jufri; Asmayanti
JIEKA: Jurnal Integrasi Ekonomi, Keuangan, dan Akuntansi Vol. 1 No. 2 (2025)
Publisher : Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17061308

Abstract

This study aims to determine whether the variables of Convenience, Free Shipping, and Customer Reviews have a simultaneous or partial effect on Purchase Decisions in E-Commerce among Entrepreneurship Program Students at FEB UNM. This research is a quantitative study with the independent variables of Convenience (X1), Free Shipping (X2), and Customer Review (X3), while the dependent variable is Purchase Decision on E-Commerce (Y). The population in this study consists of active students of the Entrepreneurship Study Program at FEB UNM from the 2021-2023 cohort, with a sample of 50 student respondents who have previously transacted on e-commerce using a non-probability sampling technique with the accidental sampling method. The data analysis used classical assumption tests with normality test, multicollinearity test, and heteroscedasticity test; as well as hypothesis tests with multiple linear regression, simultaneous test, partial test, and coefficient of determination test. Based on the data processing results through SPSS, the partial test results show that only the customer review variable has a partial influence on purchasing decisions in e-commerce, while the convenience and free shipping variables do not have a partial influence. Therefore, the first and second hypotheses in this study are rejected, and the third hypothesis is accepted. Meanwhile, the regression constant value is positive and the F-calculated value is greater than the F-table value, so the three variables simultaneously influence the purchasing decision on e-commerce with a coefficient of determination value of 0.354, and the fourth hypothesis in this study is accepted.
DIGITAL BRAND LOCAL PRODUCT KREESANG 354 THROUGH INSTAGRAM ACCOUNT @KREESANG2WSSAQ354 IN INCREASING BRAND AWARENESS Besse Mutiara Baso Mattappa; Syamsu Alam; Asmayanti; Agus Syam; Andika Isma
JIEKA: Jurnal Integrasi Ekonomi, Keuangan, dan Akuntansi Vol. 1 No. 2 (2025)
Publisher : Adiba Aisha Amira

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.17061342

Abstract

This research aims to analyze the use of digital branding strategies on the local product Kreesang 354 through the Instagram account @Kreesang354 in increasing brand awareness. In the current digital era, social media has become an important platform in product marketing, especially for local brands that want to introduce their products to a wider audience. This study examines how Kreesang 354 utilizes Instagram as a tool to build brand image and increase brand awareness among consumers. The method used in this research is a qualitative approach with a case study on the Kreesang 354 Instagram account. Data were obtained through direct observation of the uploaded content, interaction with the audience, as well as analysis of the engagement rate and frequency of interactions occurring on the platform. In addition, interviews with the administrators of the Kreesang 354 Instagram account and several consumers were also conducted to deepen the understanding of the digital branding strategies implemented. The research results show that Kreesang 354 has successfully utilized Instagram as an effective medium to introduce their products by using various features such as feed, stories, and IGTV to create engaging content. Additionally, the use of influencers and collaborations with various parties also contributed to increasing brand interaction and exposure. Thus, this research concludes that Instagram has a significant impact on increasing brand awareness for the local product Kreesang 354.
Co-Authors Agus Syam Andika Isma Besse Mutiara Baso Mattappa Marhawati Muhammad Jufri Nabil Hamdini Sani Syamsu Alam