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All Journal Jurnal Ekonomika Manajemen Dan Bisnis JEBD
Aisyatur Rahmi
Manajemen, Fakultas Ekonomi Dan Bisnis, UPI YPTK Padang
Economics, Econometrics & Finance Education Engineering

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Pengaruh Social Media Marketing Dan Kualitas Layanan Terhadap Keputusan Pembelian Efek Dengan Minat Beli Sebagai Variabel Intervening Pada Aplikasi Kisi Sekuritas Di Kota Padang Aisyatur Rahmi; Vicky Brama Kumbara; Nia Nadilla
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4488

Abstract

This study aims to determine the influence of social media marketing and service quality on securities purchasing decisions, with purchase intention as an intervening variable among KISI Sekuritas application users in Padang City. The research method used was Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach using SmartPLS 3.0 software. The data collection technique was carried out by distributing questionnaires to 100 respondents who were users of the KISI Securities application in Padang City.The data analysis results indicate that social media marketing has a positive and significant effect on securities purchasing decisions, and service quality has a positive and significant effect on securities purchasing decisions. In addition, purchasing interest has a positive and significant influence on the decision to purchase securities. The results of the study also show that social media marketing has a positive and significant effect on purchasing interest, while service quality does not have a significant effect on purchasing interest. Furthermore, the results of the intervening variable test indicate that purchase intention mediates the influence of social media marketing on securities purchasing decisions, but not the influence of service quality on securities purchasing decisions.Based on the research results, it can be concluded that social media marketing plays a significant role in increasing purchasing interest and securities purchasing decisions among KISI Securities app users in Padang City, while service quality plays a more direct role in securities purchasing decisions.
Strategi Segmenting dan Targeting pada KISI Sekuritas Cabang Sumatra Barat Aisyatur Rahmi; Gilang Rahamdhan; Ahmad Vajri Rahman
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 3 (2026): Januari - Maret
Publisher : CV. ITTC INDONESIA

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Abstract

The development of the capital market industry in Indonesia requires securities companies to have appropriate marketing strategies to effectively reach potential investors. One important strategy in marketing is segmentation and targeting. This paper aims to analyze the segmentation and market targeting strategies implemented by KISI Securities, West Sumatra Branch, to attract and retain investors. The writing method used is a qualitative descriptive study by reviewing data and information sourced from literature, company documents, and observations of KISI Securities' marketing activities, Padang Branch. The results of the discussion indicate that KISI Sekuritas implemented a segmented marketing strategy by dividing the market into several main segments, namely the student and pupil segment, professionals and young workers, and the active investor community. Segmentation was carried out based on geographic, demographic, psychographic, and behavioral aspects. The primary target market of KISI Sekuritas Padang Branch is students and the younger generation because they have long-term potential, while the secondary market target is professionals with a fixed income. Educational strategies, the use of digital media, and collaboration with educational institutions are the main approaches in implementing targeting. With this strategy, KISI Sekuritas is able to increase investment literacy and expand the investor base in the West Sumatra region.
Co-Authors Ahmad Vajri Rahman Gilang Rahamdhan Nia Nadilla Vicky Brama Kumbara