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All Journal MANAJEMEN Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Kusna Djati Purnama
Universitas Sains dan Teknologi Komputer
Computer Science & IT Economics, Econometrics & Finance Other

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Penerapan QRIS dan Strategi Pemasaran Online pada UMKM Dapur Mak Nafatta Desa Tlogowungu, Kabupaten Pati Nia Mery Handayani; Kusna Djati Purnama
MANAJEMEN Vol. 6 No. 2 (2026): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/eh04xa03

Abstract

This study aims to analyze the effect of QRIS implementation and online marketing strategies on the performance of the Dapur Mak Nafatta MSME in Tlogowungu Village, Pati Regency. The research method employed is a quantitative approach utilizing a survey method. The research sample consists of 50 respondents who are consumers of the MSME, selected using a purposive sampling technique. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that both QRIS implementation and online marketing have a positive and significant effect on increasing turnover and the number of transactions. The research findings (novelty) demonstrate that the integration of digital payments and online marketing can enhance transaction efficiency and expand the market reach of MSMEs. The study concludes that business digitalization exerts a significant impact on improving MSME performance, despite persisting limitations in digital literacy. 
Pengaruh Promosi Digital, Online Customer Review, dan Online Customer Rating Terhadap Keputusan Pembelian Konsumen pada Layanan Food Delivery di Kota Purwokerto Dinar Alim Permana Jati; Kusna Djati Purnama
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 3 (2026): November : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i3.11779

Abstract

The rapid growth of digital technology has transformed consumer purchasing behavior, particularly in the food delivery service industry, where digital information plays a crucial role in influencing purchase decisions. In Purwokerto, food delivery platforms increasingly rely on digital promotion, online customer reviews, and online customer ratings to attract and retain consumers. However, the extent to which these factors influence consumer purchasing decisions remains an important issue to investigate. Therefore, this study aims to analyze the effects of digital promotion, online customer reviews, and online customer ratings on consumer purchasing decisions in food delivery services in Purwokerto. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 120 food delivery service users selected through purposive sampling. The collected data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that digital promotion, online customer reviews, and online customer ratings each have a positive and significant effect on consumer purchasing decisions. Furthermore, the three variables simultaneously exert a significant influence on purchasing decisions. The findings suggest that effective digital marketing strategies supported by trustworthy customer reviews and favorable ratings can enhance consumer confidence and encourage purchasing behavior. It can be concluded that the integration of digital promotion and consumer-generated information is a key factor in increasing purchasing decisions for food delivery services, particularly in non-metropolitan areas such as Purwokerto.
Co-Authors Dinar Alim Permana Jati Nia Mery Handayani