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All Journal Research Trend in Technology and Management
Moh. Muklis Sulaeman
Universitas Lamongan
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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The Influence of Promotion, Price, and Store Atmosphere on Consumer Purchase Interest at TB. Barokah Mulya Dumpi Lamongan Noviana Rismaniyah; Moh. Muklis Sulaeman; Diah Ayu Novitasari; Nanto Purnomo
Research Trend in Technology and Management Vol. 2 No. 4 (2024): Research Trend in Technology and Management
Publisher : RTTM

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Abstract

Indonesia is a country that experiences an increase in population growth rate every year, along with the increasing population, the development of existing infrastructure, including residential areas, also increases. This study aims to determine the effect of promotion, price, and store atmosphere on purchasing interest at TB. Barokah Mulya Dumpi Lamongan. This study uses a quantitative method. The population in this study were consumers of TB. Barokah Mulya Dumpi Lamongan. Sampling in this study was based on the solvin research formula which obtained 147 samples. Testing in this study used analytical tools of validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, multiple linear regression test, coefficient of determination test, t test, and f test. The results of the study showed that Promotion had a significant effect on consumer purchasing interest, Price had a significant effect on consumer purchasing interest, Store Atmosphere had a significant effect on consumer purchasing interest, and the three variables had a simultaneous effect on Consumer Purchasing Interest.
The Effect of Ease of Access, Promotion, And Brand Ambassador On Buying Interest In E-Commerce Lazada Sofi Salsabila; Moh. Muklis Sulaeman; Diah Ayu Novitasari; Moh. Heru Budi Santoso
Research Trend in Technology and Management Vol. 2 No. 4 (2024): Research Trend in Technology and Management
Publisher : RTTM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/rttm.v2i4.78

Abstract

The facilities and ease of access offered by e-commerce are important factors in shaping consumer buying interest in e-commerce transactions. E-commerce also uses social media and brand ambassador to carry out promotions aimed at helping consumers become interested in buying these products. This research aims to determine the influence of ease of access, promotions and brand ambassadors on purchasing interest in Lazada E-commerce. The population in this study is male and female consumers aged 18-45 years, have the Lazada application and have shopped on the Lazada application at least once. Meanwhile, the sample consisted of 100 respondents from the people of Lamongan City, with the technique used being non-probability sampling and also the purposive sampling method. The results of this research using the t test show that ease of access has a significant effect on purchase interest, promotion has a significant effect on purchase interest, and brand ambassador have no effect on purchase interest. The results of the research using the f test show that ease of access, promotion and brand ambassadorship have a significant effect on purchasing interest in Lazada e-commerce.
The Influence of Shopping Lifestyle, Discount, and Use of Shopee Paylater on Impulsive Buying Behavior in Gen-Z Putri Novita Sari; Moh. Muklis Sulaeman; Diah Ayu Novitasari; Moh. Heru Budi Santoso
Research Trend in Technology and Management Vol. 2 No. 4 (2024): Research Trend in Technology and Management
Publisher : RTTM

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Abstract

This study aims to analyze the influence of shopping lifestyle, discount , and the use of ShopeePay Later on impulsive buying behavior in Gen-Z. The method used in this study is a quantitative approach with data collection techniques through questionnaires distributed to 276 respondents. The data analysis technique uses multiple linear regression tests with classical assumption tests. The results of the study indicate that shopping lifestyle has a significant effect on impulsive buying , while discounts do not have a significant effect on impulsive behavior. Meanwhile, the use of ShopeePay Later has a significant effect on impulsive behavior in shopping. Simultaneously, these three variables have an effect on impulsive buying . This study is expected to provide insight for e-commerce companies in developing more effective marketing strategies and provide consumers with an understanding of the importance of wiser financial management
Co-Authors Diah Ayu Novitasari Moh. Heru Budi Santoso Nanto Purnomo Noviana Rismaniyah Putri Novita Sari Sofi Salsabila