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All Journal Transekonomika : Akuntansi, Bisnis dan Keuangan Journal of Indonesian Economic Research Jurnal Economic Edu
Siti Komariah Hildayanti
Program Studi Manajemen, Universitas Indo Global Mandiri
Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Pengaruh Determinan Keputusan Pembelian Skincare Wardah di Shopee: Peran Produk, Review Konsumen, dan Promosi pada Mahasiswa Universitas Indo Global Mandiri Palembang Putri Putri; Hamid Halin; Siti Komariah Hildayanti
Journal of Indonesian Economic Research Vol. 4 No. 1 (2026): June
Publisher : Yayasan Lentera Avanya Nagari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61105/jier.v4i1.417

Abstract

The growth of the digital economy and the increasing use of e-commerce platforms have significantly changed consumer purchasing behavior, particularly in the skincare industry. This study aims to analyze the influence of product, consumer review, and promotion on the purchase decision of Wardah skincare through the Shopee platform, with a case study on students of Universitas Indo Global Mandiri (UIGM) Palembang. This research employs a quantitative approach with multiple linear regression analysis using SPSS v.27. Data were collected from 94 respondents through online questionnaires based on purposive sampling. The results show that product has a positive and significant influence on purchase decision (t=3.575, sig.=0.001), consumer review has no significant influence (t=1.527, sig.=0.130), and promotion has a positive and significant influence (t=2.602, sig.=0.011). Simultaneously, all three variables significantly influence purchase decision (F=95.166, sig.=0.000) with an Adjusted R² of 75.2%. These findings support the Theory of Planned Behavior (TPB) framework, in which product forms attitude, consumer review shapes subjective norms, and promotion enhances perceived behavioral control.
Pengaruh EWOM, Social Media Engagement, dan Brand Image terhadap Keputusan Pembelian Skincare Avoskin Melalui Shopee Oleh Generasi Z Marisa Dwi Rahmawati; Siti Komariah Hildayanti; Fauziah Afriyani
Journal of Indonesian Economic Research Vol. 4 No. 1 (2026): June
Publisher : Yayasan Lentera Avanya Nagari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61105/jier.v4i1.431

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Social Media Engagement, and Brand Image on purchasing decisions for Avoskin skincare products through the Shopee e-commerce platform among Generation Z consumers. This research used a quantitative method by distributing online questionnaires to Generation Z consumers in Palembang who had purchased Avoskin products via Shopee. The sampling technique applied was purposive sampling, with a total of 97 respondents. Data were analyzed using multiple linear regression through SPSS version 27. The findings indicate that Electronic Word of Mouth, Social Media Engagement, and Brand Image have positive and significant effects on purchasing decisions. Among these variables, Brand Image provides the strongest contribution in influencing consumer decisions. Furthermore, all independent variables simultaneously have a significant influence on purchasing decisions. These results demonstrate that consumer purchasing decisions are strongly affected by digital communication, social media involvement, and positive brand perceptions formed in consumers’ minds during the purchasing process. The study confirms that Electronic Word of Mouth and Brand Image are dominant factors influencing Generation Z consumers in purchasing Avoskin skincare products through Shopee. The findings also highlight the importance of maintaining effective digital marketing strategies to strengthen consumer trust continuously online.
PENGARUH KOMPETENSI, KOMITMEN ORGANISASI, DAN MOTIVASI TERHADAP KINERJA PERANGKAT DESA RIDING KECAMATAN PANGKALAN LAMPAM Nanditha Salzabilla; Tien Yustini; Siti Komariah Hildayanti
Jurnal Economic Edu Vol. 7 No. 01 (2026): Juli
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jee.v7i01.11199

Abstract

Kinerja perangkat desa merupakan faktor penting dalam mendukung efektivitas penyelenggaraan pemerintahan desa dan kualitas pelayanan publik. Namun, kinerja aparatur desa masih menghadapi berbagai tantangan yang dipengaruhi oleh faktor internal, seperti kompetensi, komitmen organisasi, dan motivasi kerja. Penelitian ini bertujuan untuk menganalisis pengaruh kompetensi, komitmen organisasi, dan motivasi terhadap kinerja perangkat Desa Riding, Kecamatan Pangkalan Lampam, Kabupaten Ogan Komering Ilir. Penelitian menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatori. Populasi penelitian berjumlah 60 perangkat desa, dan seluruhnya dijadikan sampel menggunakan teknik sampling jenuh. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics versi 26. Hasil penelitian menunjukkan bahwa secara parsial kompetensi, komitmen organisasi, dan motivasi berpengaruh positif dan signifikan terhadap kinerja perangkat desa. Secara simultan, ketiga variabel tersebut juga berpengaruh positif dan signifikan terhadap kinerja perangkat desa, yang ditunjukkan oleh nilai Fhitung sebesar 180,612 dengan nilai signifikansi 0,000 (p < 0,05). Selain itu, nilai Adjusted R Square sebesar 0,901 menunjukkan bahwa sebesar 90,1% variasi kinerja perangkat desa dapat dijelaskan oleh kompetensi, komitmen organisasi, dan motivasi, sedangkan 9,9% sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa peningkatan kompetensi, penguatan komitmen organisasi, dan peningkatan motivasi kerja merupakan strategi yang efektif dalam meningkatkan kinerja perangkat desa. Penelitian ini memberikan kontribusi empiris bagi pengembangan manajemen sumber daya manusia pada sektor publik, khususnya dalam upaya meningkatkan kualitas penyelenggaraan pemerintahan desa. Kata kunci: kompetensi; komitmen organisasi; motivasi; kinerja; perangkat desa. 
MENGEKSPLORASI KECERDASAN BUATAN PADA MANAJEMEN PEMASARAN DIGITAL ERA 5.0 DI DUNIA UMKM Yeni Yeni; Mohammad Kurniawan Darmaputera; Siti Komariah Hildayanti
TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN Vol. 4 No. 3 (2024): May 2024
Publisher : Transpublika Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55047/transekonomika.v4i3.667

Abstract

Era 5.0 is characterized by deeper integration between technology and human life, where Artificial Intelligence (AI) plays a key role in various sectors, including digital marketing. This study aims to explore how AI in the MSME world of Palembang city is applied in digital marketing, as well as its impact on marketing management strategies and results. This research uses a qualitative approach with a case study method to analyze various applications of AI in digital marketing promotions. The research results show that AI is able to increase operational efficiency, personalize content, and deeper data analysis. Apart from this, AI also helps in advertising optimization, market trend prediction, and improving customer experience. The application of AI in digital marketing faces challenges, such as data privacy issues, implementation costs, and the need for specialized expertise. AI has great potential to revolutionize digital marketing management in MSMEs, but requires a strategic and ethical approach to overcome existing challenges.
Co-Authors Fauziah Afriyani Hamid Halin Marisa Dwi Rahmawati Mohammad Kurniawan Darmaputera Nanditha Salzabilla Putri Putri Tien Yustini Yeni Yeni