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All Journal JRMSI - Jurnal Riset Manajemen Sains Indonesia Journal of Business Economics and Agribusiness
Rizky Febriansah
Universitas Muhammadiyah Sidoarjo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Konten Pemasaran, Kualitas Produk, dan E-WOM Terhadap Minat Beli Produk Fashion Muslimah di Marketplace Shopee (Studi pada Masyarakat Sidoarjo) Qudrotun Ilahiyah; Rizky Febriansah; Misti Hariasih
Journal of Business Economics and Agribusiness Vol. 2 No. 1 (2024): November
Publisher : Indonesian Journal Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47134/jbea.v2i1.1171

Abstract

Industri fashion muslimah di Indonesia berkembang pesat, didorong oleh populasi muslim yang besar dan dukungan pemerintah. Pertumbuhan ini dipercepat oleh kehadiran e-commerce, di mana Shopee menjadi platform paling populer. Penelitian ini bertujuan menganalisis pengaruh konten pemasaran, kualitas produk, dan Electronic Word of Mouth (E-WOM) terhadap minat beli produk fashion muslimah di Shopee pada masyarakat Sidoarjo. Metode penelitian kuantitatif digunakan dengan 96 responden di Sidoarjo melalui teknik purposive sampling. Data dikumpulkan via Google Forms dan dianalisis menggunakan SPSS Versi 26. Hasil penelitian membuktikan bahwa Konten Pemasaran berpenaruh positif dan signifikan terhadap minat beli produk fashion muslimah di maketplace shopee, Kualitas Produk berpenaruh terhadap minat beli produk fashion muslimah di maketplace shopee, dan E-WOM  berpengaruh positif dan signifikan terhadap Minat beli produk fashion muslimah di maketplace shopee.
THE ANALYSIS OF SERVICES MARKETING MIX ON STUDENTS' DECISIONS IN CHOOSING UNIVERSITAS MUHAMMADIYAH SIDOARJO Rizky Febriansah
JRMSI - Jurnal Riset Manajemen Sains Indonesia Vol. 15 No. 01 (2024): Jurnal Riset Manajemen Sains Indonesia
Publisher : Fakultas Ekonomi, Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JRMSI.015.1.05

Abstract

In a highly competitive market, companies and service providers, especially those in higher education, may experience frequent shifts in consumer preference. The marketing mix strategy of the 7Ps, which consists of promotion, product, place, price, people, process, and physical evidence, can have a significant impact on a student's decision to choose a university. This study used a descriptive quantitative research method, utilizing a Likert scale survey distributed to 89 respondents. The survey measured variables such as promotion, product, location, price, people, process, and physical evidence. Multiple regression analysis was conducted, and the F-test and t-test were used with a 90% confidence level and a value of ὰ = 0.05. The regression coefficient of determination revealed that the independent variables explained 68.7% of the dependent variable (student decision). The variable of people had the highest value of 0.689 on the standardized coefficient, making it the most influential among the independent variables. The study concluded that the 7P marketing mix variables, particularly promotion, product, location, people, and physical evidence, positively and significantly impact a student's decision to choose Universitas Muhammadiyah Sidoarjo.
Co-Authors Misti Hariasih Qudrotun Ilahiyah