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All Journal Jurnal Media Wahana Ekonomika Journal of Economic, Bussines and Accounting (COSTING) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Samudra Ekonomi dan Bisnis JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN JIIP (Jurnal Ilmiah Ilmu Pendidikan) Studi Akuntansi, Keuangan, dan Manajemen Jurnal Visi Manajemen (JVM) Journal of Management and Social Sciences Manajemen Kreatif Jurnal Tadulako International Journal of Applied Management (TaJAM) Sasambo: Jurnal Abdimas (Journal of Community Service)
Adfiyani Fadjar
Fakultas Ekonomi Universitas Tadulako
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Mathematics Social Sciences Transportation Other

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Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z Pravitasari, Dea; Santi, Ira Nuriya; Fadjar, Adfiyani; Wirastuti, Wiri
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 6 No 4 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i4.4453

Abstract

Purpose: This study explores the effects of live streaming, flash sales, and the free shipping tagline on Gen Z consumers impulse purchases of facetology products at Shopee. Research Methodology: Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, the sample comprised 120 respondents. A Likert scale was used as a measurement tool in a questionnaire used to collect data SPSS. Results: The results of this study show that live streaming, flash sales, and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sales, and free shipping taglines are effective in simulating impulse purchases, based on an R-squared of 58,9%. Conclusion: This study concludes that interactive promotional tools such as live streaming, limited-time flash sales, and attractive free shipping significantly drive Gen Z consumers’ impulse buying behavior on e-commerce platforms. These strategies enhance consumer engagement and create a sense of urgency that leads to higher spontaneous purchases, particularly of beauty and cosmetic products. Limitations: Sample capacity is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all Shopee users or beauty product consumers in general. Contribution: This research examines Generation Z consumer behavior in e-commerce and provides insights that can be used by marketers to develop effective marketing strategies, particularly through the use of live streaming and free shipping tagline promotions to increase the sales of cosmetics products on digital platforms.
Pengaruh Kualitas Layanan dan Citra Merek dalam Meningkatkan Kepuasan Tamu Hotel Santika Andriani, Novi; Fadjar, Adfiyani; Muzakir, Muzakir; Tambaru, Rachman
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4243

Abstract

Purpose: This research aims to determine the effect of service quality and brand image on increasing guest satisfaction at Hotel Santika Palu. Methodology: The population in this study were visitors who stayed at the Hotel Santika Palu, the sampling technique was nonprobability sampling using Purposive sampling, the final sample was 90 respondents. This study used a quantitative approach method. Multiple linear regression analysis test was used in this study using the spss application version 24.0 Results: These results indicate that service quality and brand image have a positive and significant effect on increasing customer satisfaction, service quality has a positive and significant effect on increasing customer satisfaction and brand image has a positive and significant effect on increasing customer satisfaction. Thus, increasing both variables has the potential to strengthen guest satisfaction and increase their chances of returning to stay at Hotel Santika Palu in the future. Conclusion: The study concludes that service quality and brand image are critical factors in improving guest satisfaction. Strengthening these elements can enhance guest experiences and loyalty, which is essential for maintaining competitive advantage in the hospitality industry. Limitations: The limitation of this research is that it was only conducted at one hotel, namely Hotel Santika Palu, so the results cannot be generalized to other hotels with different characteristics or in different locations. Contribution: This research has implications for the importance of improving service quality and strengthening brand image as the main strategy in efforts to increase guest satisfaction.
Pengaruh Digital Marketing dan Daya Tarik terhadap Keputusan Berkunjung (Wisata Paralayang Matantimali) Sumiansi, Sumiansi; Fadjar, Adfiyani; Sutomo, Maskuri; Wanti, Sri
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4294

Abstract

Purpose: The purpose of this research is to determine the impact of digital marketing and attractiveness on visiting decisions (Paragliding tourism in Matantimali Sigi district). Methodology/approach: This study evaluates the hypothesis and gathers quantitative questionnaire data from respondents for inclusion in the quantitative method. It relies on primary data obtained from questionnaires administered to guests at Matantimali paragliding in Sigi Regency. The sample size consisted of 90 respondents. This study used multiple linear regression analysis for data analysis. Results/findings: The research findings show that digital marketing and attractiveness significant impact on encouraging tourists' decisions to visit Paragliding Matantimali, Sigi Regency. Conclusions: Digital marketing and tourist attractions have a significant influence on tourists' decisions to visit Matantimali paragliding, Sigi Regency. Optimizing these two factors can increase tourist visits. Limitations: This research focuses exclusively on Matantimali paragliding tourism in Sigi Regency; it is suggested that further research expand the number of samples and add other variables such as facilities, accessibility, and price for more comprehensive analysis Contribution: The findings of this research are expected to be a strategic basis for Matantimali Paragliding managers in optimizing digital marketing, increasing attractiveness, and designing more effective promotions. Therefore, it is intended to provide a more competitive tourism experience.
Co-Authors Andi Nurfitria Anisah Apriliati, Rulya Argenia, Yohana Ari Arham Palaguna Astrid Jeane Mbosisi Awwab, Ashril Betty Betty Ega Nugraha, Mohammad Elimawaty Rombe Erwa Sastrawan Farid Farid Faruq Lamusa Fatlina Z Fera Fera Fera Fera Hamza, Moh. Hasanuddin , Bakri Hesti Evrianti Hesty Evrianti Husnah Husnah IRA NURIYA SANTI Maskuri Sutomo Munawarah Muzakir Niluh Putu Evvy Rossanty Novi Andriani, Novi Pravitasari, Dea Rhena Maharani Rida Haris, Kadarisman Risnawati Risnawati Rosida P. Adam Setiawan Mandala Putra Sholeh Puja Ramadan Sumiansi, Sumiansi Suryadi Samudera Syahir Natsir Syahir Natsir Syamdy, Inten Suweno Syamdy Tambaru, Rachman Wanti, Sri Wiri Wirastuti Zakiyah Zahara