Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Jurnal Minfo Polgan (JMP) Mount Hope Management International Journal
Samuel T.A
Institut Teknologi dan Bisnis Kristen Bukit Pengharapan
Computer Science & IT Decision Sciences, Operations Research & Management Library & Information Science Mathematics Social Sciences

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Pengaruh Live streaming, Gratis Ongkir, dan Bonus pack Terhadap Keputusan Pembelian Produk Fashion di TikTok Shop pada Generasi Z Samuel T.A; Irwan Christanto Edy
Jurnal Minfo Polgan Vol. 15 No. 1 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i1.16095

Abstract

The purpose of this study was to examine the influence of live streaming, free shipping, and bonus packs on fashion product purchasing decisions on TikTok Shop among Generation Z students of the Bukit Pengharapan Christian Institute of Technology and Business. This study used a quantitative approach with a causal associative design. Data were collected from 100 students selected through purposive sampling and who had experience purchasing fashion products through TikTok Shop. Multiple linear regression with SPSS version 29 was used to test partial and simultaneous effects at a 5% significance level. The findings showed that live streaming had a positive and significant effect on purchasing decisions. Free shipping also had a positive and significant effect on purchasing decisions and was proven to be the most dominant variable with a Standardized Beta value of 0.446. Similarly, bonus packs had a positive and significant effect on purchasing decisions. Simultaneously, the three variables had a positive and significant effect on purchasing decisions with a contribution of 83.4% (R² = 0.834). These findings imply that sellers on TikTok Shop need to optimize the quality of live streaming, maintain the free shipping program, and offer attractive bonus packs. Future studies are recommended to add other variables such as flash sales and online customer reviews with a wider population.
STRATEGI DIGITAL MARKETING DALAM MEMBANGUN KEUNGGULAN KOMPETITIF BERKELANJUTAN UMKM BOLU UBI UNGU: PENDEKATAN RESOURCE-BASED VIEW Samuel T.A; Philip Invokavid A.F; Bernard V.S Pandie; Alfrin S Dillak
Mount Hope Management International Journal Vol. 3 No. 3 (2025)
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/momil.v3i3.1088

Abstract

This study examines the role of digital marketing strategy as an internal resource supporting sustainable competitive advantage in the Purple Sweet Potato Bolu (Bolu Ubi Ungu) MSME using the Resource-Based View (RBV) approach. Amidst intense digital market competition, MSMEs often lack measurable online marketing capabilities. A descriptive qualitative approach using the Bongu case study was used to map strategies such as social media content, SEO, and influencer marketing. The results show that unique digital marketing capabilities (valuable, rare, inimitable, organized/VRIO) increased brand awareness, customer loyalty, and sales by up to 40% in six months. The implication is that MSMEs must integrate digital marketing as a strategic asset for business sustainability.
Co-Authors Alfrin S Dillak Bernard V.S Pandie Irwan Christanto Edy Philip Invokavid A.F