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All Journal SENTRALISASI Majalah Ekonomi Jurnal Abdimas Akademika Indonesian Journal of Multidisciplinary Science Jurnal Ilmiah Bisnis dan Ekonomi Asia (Jibeka) KIC SENMEA Prosiding Simposium Nasional Manajemen dan Bisnis
Paramitha, Dyah
UNIVERSITAS NUSANTARA PGRI KEDIRI
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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PENGARUH BRAND AMBASSADOR, CONTENT MARKETING, DAN LIVE STREAMING TERHADAP MINAT BELI PRODUK SKINTIFIC DI TIKTOK SHOP Khamidah, Ulfa Nur; Kusumaningtyas, Dian; Paramitha, Dyah Ayu
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 4 (2025): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/ccfphv46

Abstract

Tujuan penelitian untuk menganalisis pengaruh brand ambassador, content marketing, dan live streaming terhadap minat beli produk skintific di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kausal komparatif. Populasi dalam penelitian ini adalah Mahasiswa Prodi Manajemen Universitas Nusantara PGRI Kediri. Sampel penelitian sebanyak 100 responden didapatkan melalui penyebaran kuesioner menggunakan google form dengan teknik purposive sampling. Analisis data dilakukan melalui uji asumsi klasik, analisis regresi linier berganda dan uji hipotesis dengan bantuan SPSS versi 23. Temuan penelitian menyatakan bahwa brand ambassador tidak berpengaruh terhadap minat beli, sedangkan content marketing. dan live streaming berpengaruh signifikan terhadap minat beli. Secara bersama ketiga variabel berpengaruh signifikan terhadap minat beli. Kebaruan dalam penelitian ini terletak pada penggabungan ketiga variabel secara bersama dengan fokus penjualan produk skintific melalui TikTok Shop sebagai platfoarm penjualan digital yang baru dan semakin berkembang.
PENGARUH BUZZ MARKETING, ONLINE CUSTOMER REVIEW, DAN ONLINE CUSTOMER RATING TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE SHOPEE (MAMNA HIJAB) Aini, Najihah Nur; Aliami, Sri; Paramitha, Dyah Ayu
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 4 (2025): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/06fdg456

Abstract

Tujuan penelitian ini yaitu menganalisis pengaruh buzz marketing, online customer review, dan online customer rating terhadap keputusan pembelian konsumen di platform e-commerce Shopee, dengan studi kasus pada Mamna Hijab. Fenomena belanja online meningkat seiring dengan kemajuan teknologi dan berbagai strategi pemasaran. Kehadiran buzz marketing, adanya ulasan dan penilaian online, sangat berperan dalam menentukan keputusan konsumen. Pendekatan penelitian menggunakan kuantitatif dengan teknik pengumpulan data melalui kuesioner Google Form dan penentuan sampel secara purposive sampling dengan jumlah 40 responden. Teknik analisis data menggunakan regresi linier berganda melalui SPSS versi 27. Hasil penelitian ini membuktikan apabila Buzz Marketing berpengaruh negatif signifikan terhadap keputusan pembelian. Sedangkan online customer review dan online customer rating baik secara parsial maupun simultan, berpengaruh signifikan terhadap keputusan pembelian. Penelitian ini diharapkan memberikan kontribusi teoretis dalam pengembangan ilmu pemasaran digital serta manfaat praktis bagi pelaku usaha dalam mengoptimalkan strategi komunikasi pemasaran online untuk meningkatkan penjualan dan membangun kepercayaan konsumen.
ANALISIS KUALITAS PRODUK, KEAMANAN TRANSAKSI, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEPATU CONVERSE DI E-COMMERCE Angga, Akhmad Rizqy Luthfi; Kusumaningtyas, Dian; Paramitha, Dyah Ayu
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 4 (2025): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/22acj240

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, keamanan transaksi, dan kepercayaan konsumen terhadap keputusan pembelian sepatu Converse melalui platform e-commerce. Latar belakang penelitian ini didasari oleh meningkatnya tren belanja online di Indonesia, khususnya pada produk fesyen seperti sepatu, serta pentingnya faktor-faktor kepercayaan dalam pengambilan keputusan konsumen. Populasi dalam penelitian ini adalah pengguna e-commerce di Jawa Timur yang pernah membeli sepatu Converse secara online, dengan jumlah sampel sebanyak 40 responden yang diambil menggunakan teknik simple random sampling. Pendekatan yang digunakan adalah pendekatan kuantitatif dengan analisis regresi linier berganda berdasarkan data yang dikumpulkan melalui kuesioner. Hasil penelitian menunjukkan bahwa kualitas produk, keamanan transaksi, dan kepercayaan konsumen berpengaruh signifikan baik secara parsial maupun simultan terhadap keputusan pembelian. Kebaruan dari penelitian ini terletak pada fokus khusus terhadap merek Converse di platform e-commerce, serta penggabungan tiga variabel utama yang jarang dikaji secara bersamaan dalam penelitian sebelumnya. Temuan ini memberikan kesan bahwa pelaku bisnis perlu menjaga kualitas produk, menjamin keamanan transaksi, dan membangun kepercayaan konsumen guna meningkatkan loyalitas dan intensitas pembelian secara online.
PENGARUH LIVE STREAMING, ONLINE CUSTOMER REVIEW, DAN DISCOUNT TERHADAP MINAT BELI PRODUK TAS BOSTANTEN PADA FITUR TIKTOKSHOP Triludfianingsih; Soeprajitno, Edy Djoko; Paramitha, Dyah Ayu
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 4 (2025): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/fsq4y459

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh live streaming, online “customer reviews, dan diskon terhadap minat beli produk tas Bostanten di TikTokshop. Penelitian menggunakan pendekatan kuantitatif dengan regresi linear berganda pada 40 responden mahasiswa Manajemen Universitas Nusantara PGRI Kediri. Hasil uji t menunjukkan bahwa ketiga variabel berpengaruh signifikan secara parsial terhadap minat beli, dengan customer review sebagai variabel dominan (t = 4,649; sig. 0,000). Uji F menunjukkan bahwa live streaming, ulasan pelanggan, dan diskon berpengaruh signifikan secara simultan terhadap minat beli (F = 90,992; sig. 0,000), dengan Adjusted R² sebesar 0,865. Temuan ini menunjukkan bahwa strategi pemasaran digital berbasis interaksi visual, bukti sosial, dan insentif harga dapat meningkatkan minat beli konsumen. Implikasi praktisnya adalah penting bagi pelaku usaha untuk mengoptimalkan fitur TikTokshop secara terpadu.
PENGARUH HARGA, CONTENT MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN JASA BY ZAHRA MAKE UP Winalda, Delfi Maurellya; Aliami, Sri; Paramitha, Dyah Ayu
Prosiding Simposium Nasional Manajemen dan Bisnis Vol. 4 (2025): Simposium Manajemen dan Bisnis
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/0cxyy789

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga, content marketing, dan online customer review terhadap keputusan pembelian jasa By Zahra Make Up. Fenomena persaingan antar pelaku usaha make up artist yang mendorong perlunya strategi pemasaran yang efektif, termasuk penetapan harga, pembuatan content marketing, dan pemanfaatan online customer review. Metode penelitian menggunakan pendekatan kuantitatif kausal dengan teknik analisis regresi linear berganda dengan bantuan SPSS versi 23. Data diperoleh dari kuesioner yang disebarkan kepada 40 responden yang pernah menggunakan jasa By Zahra Make Up. Hasil penelitian menunjukkan bahwa variabel harga dan content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Sementara itu, variabel online customer review tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian konsumen. Penelitian ini memberikan kontribusi dalam memahami perilaku konsumen di era digital marketing serta memberikan wawasan praktis dalam strategi bisnis make up artist.
The Influence of COD (Cash On Delivery), ShopeePay, and Virtual Account Payment Methods on Purchasing Decisions on the Shopee Marketplace Mavira, Sherli; Paramitha, Dyah Ayu
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.5868

Abstract

Research objective: This study aims to determine and analyze the influence of Cash On Delivery (COD), ShopeePay , and virtual account payment methods on purchasing decisions in the marketplace. Shopee either partially or simultaneously. Design/Method/Approach: The approach in this study uses a quantitative approach with a causality research type. The population of this study were students of the Faculty of Economics and Business, Nusantara PGRI University, Kediri who had made purchases on the marketplace. Shopee at least five times. The sample used in this study was 40 respondents taken using purposive sampling technique. The data analysis technique used multiple linear tests. Research Findings: The results of this study indicate that the cash payment method on delivery ( cod ) and ShopeePay have a significant effect on purchasing decisions and the virtual account payment method does not have a significant effect on purchasing decisions. However, these three variables have a partial and simultaneous effect on purchasing decisions. Theoretical contribution/Originality: This study contributes to understanding and providing insights related to COD, ShopeePay , and virtual account payment methods to reach purchasing decisions. Implications for Practitioners/Policies: This study provides practical implications for business actors (other than Shopee ) to provide convenience through payment methods that influence consumer purchasing decisions. Research limitations: The limitation of this research is that the research variables only focus on payment methods.
The Influence of Influencer Marketing, Price, And Customer Reviews On Purchasing Decisions for Skintific Products On Shopee Najib, Ari Syakura; Paramitha, Dyah Ayu
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/w3t04g20

Abstract

Research aim: This study aims to determine whether the variables of influencer marketing, price, and customer reviews have a significant influence on purchasing decisions for Skintific products at Shopee, both partially and simultaneously. Design/Method/Approach: The study used a quantitative approach with a survey method. The population in this study were all students of Universitas Nusantara PGRI kediri who actively use shopee. The sample used in this study was 105 respondents who were taken using purposive sampling technique. The data collection technique used a questionnaire. Data analysis was carried out using multiple linear regression with the help of SPSS software. Research Finding: The results showed that partially, influencer marketing and customer reviews have a significant influence on purchasing decisions, while price does not have a significant effect. But simultaneously, the three variables have a positive and significant influence on purchasing decisions. Theoretical contribution/Originality: This research contributes to the digital marketing literature by emphasizing the importance of influencer marketing and customer reviews as key factors in purchasing decisions, especially on the Shopee platform. Practitionel/Policy implication: The results of this study are expected to help companies, especially Skintific, to optimize their marketing strategies through selecting the right influencers and actively managing customer reviews. In addition, the company is advised to maintain competitive pricing to strengthen its competitiveness in the market. Research limitation: This study is limited to the population of students at Universitas Nusantara PGRI Kediri and Skintific products at Shopee, so the results may not be generalizable. Future research is recommended to expand demographic coverage and add other relevant variables, such as product quality or promotional strategies.
The Effect of Experiential Marketing, Price Perception and Customer Satisfaction on Repurchase Intention in Somethinc Product Customers Ningtyas , Arnistia Dwi; Paramitha, Dyah Ayu
Proceeding Kilisuci International Conference on Economic & Business Vol. 3 (2025): Proceeding Kilisuci International Conference on Economic and Business
Publisher : Universitas Nusantara PGRI Kediri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29407/kilisuci.v3i.5877

Abstract

Research aim: The purpose of this study was to partially and simultaneously examine the effect of experiential marketing variables, price perceptions, and customer satisfaction on repurchase intentions for Somethinc products. Design/Method/Approach: This research utilizes a quantitative research methodology that focuses on establishing causal relationships. Primarydata was collected from 96 customers who use Somethinc products through a questionnaire (Google Form) given to respondents using a Likert scale, while secondary data was collected from various sources related to the object of research. The data was then processed using SPSS version 22 software. Research Finding: The results of this study empirically confirm that the three independent variables, namely experiential marketing, price perception, and customer satisfaction, together make a significant contribution to increasing consumer intention to repurchase Somethinc products. Theoretical contribution/Originality: This research can contribute to the understanding of the consumer decision-making process, especially in the context of purchasing personalized products such as beauty products. Practitionel/Policy implication: By implementing the practical and policy implications described above, Somethinc company can increase customer repurchase intention, strengthen brand position in the market, and achieve sustainable business growth. Research limitation: This study analyzes the relationship between experiential marketing, perceived price, and customer satisfaction as determinants of repurchase intentions in generation Z customers of Somethinc products.
The adaptation strategy of PT Charoen Pokphand Indonesia (Food Division) in facing the dynamics of the processed chicken industry Paramitha, Dyah Ayu; Jahroh, Siti; Asnawi, Yudha Heryawan
Indonesian Journal of Multidisciplinary Science Vol. 3 No. 9 (2024): Indonesian Journal of Multidisciplinary Science
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/ijoms.v3i9.901

Abstract

This study aims to identify the current business model of PT Charoen Pokphand Indonesia (Food Division), analyze internal and external business environmental factors affecting it, and design a new business model to adapt to the competition in the processed chicken industry in Indonesia. This study uses nonprobability sampling method with purposive sampling technique to select respondents, selected based on special expertise and knowledge in the field studied. This research uses data processing and analysis techniques involving mapping the company's business model into 9 elements of the business model canvas (BMC) and formulate adaptation strategies and develop new business models with a blue ocean strategy perspective through a framework of four actions: elimination, subtraction, improvement, and addition. The SWOT analysis revealed that CP FOOD's strengths lie in its value proposition, while weaknesses are in its marketing activities. The research will provide input and advice for future strategies and serve as a reference for academics to develop strategies for increasing competitiveness in the processing chicken industry.
Acceptance of Digital Financial Applications by Students: A Qualitative Study Using the Technology Acceptance Model Approach Paramitha, Dyah Ayu; Zulistiani, Zulistiani; Puspita, Erna
SENTRALISASI Vol. 15 No. 1 (2026): January
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i1.5005

Abstract

The purpose of this study is to delve deeper into the acceptance of financial application technology based on the technology acceptance model  theory (TAM) by students who have taken investment management courses, with indicators of perceived usefulness (PU), perceived ease of use (PEU), attitude toward use (ATU), and behavioral intention (BI). This study employed a qualitative approach with thematic analysis tailored to the indicator themes. Data for this study were obtained from an open-ended questionnaire completed by 33 student respondents. The results indicate that students considered digital financial applications helpful in recording expenses, budgeting, and supporting their investment learning. Perceived usefulness and ease of use shaped positive attitudes and intentions to use the applications continuously. However, several concerns arose, including cost, data privacy, connection stability, and the complexity of certain features. This study suggests that there are lessons to be learned in the use of digital financial applications at the higher education level and also provides implications for future learning development and application design.
Co-Authors Abadi, Abdur Rohman Afifah, Anisya Irianni Aini, Najihah Nur Aini, Silvi Nur Al Mutasimbillah, Muhammad Rofi Ussan Aliami, Sri Althooftina, Rizma Wahyu Andy Kurniawan, Andy Angga, Akhmad Rizqy Luthfi Anjarwati, Devi Annisa, Aulia Christiananingrum, Maya Devi Devanti, Hesty Dian Kusumaningtyas, Dian Ema Nurzainul Hakimah, Ema Nurzainul Eriko Yogiswara, Raditya Erlisa, Dina Olivia Nur Fahrezi, Arya Ahmad Fauji, Diah Ayu Septi Febrianti, Namira Tri Fitriyah, Amelia Nur Oktaviana Hadi, Dodi Kusuma Husein, Nur Imroni, Vicky Yusuf ISMAYANTIKA DYAH PUSPASARI, ISMAYANTIKA DYAH Khamidah, Ulfa Nur Kholila, Nova Nor Kurniawan, Rony Madona, Anggi Siska Marisca, Rizky Pajar Refi Maula, Fina Ni'matul Mavira, Sherli Najib, Ari Syakura Ningrum, Desy Setyo Ningrum, Kiki Widya Ningsih, Tuti Widiya Ningtyas , Arnistia Dwi Nugraha, Kenmada arya Pamungkas, Cindy Kusumaning Ayu Putri pamungkas, Ramadhan dewa Prihandini, Rara Puspita Pripinda, Ayuneira Dega Puspita, Erna Puspita, Ismayantika Dyah Putra, Eka Septian Mandala raharjo, itot bian Restrien, Johar Rini, Yayuk Sulistiyo Risanti, Riska Mitra Rohzi, Iqbal Fahtur Romadlon, Ahmad Dani Rosfitasari, Fitri Samari Siti Jahroh SL, Sandhy Sentosa Soeprajitno, Edy Djoko Soeprijatno, Edy Djoko Subagyo Susi Damayanti, Susi Tri Wulandari Triludfianingsih Uswatun Hasanah Vikarina, Arista Fadila Wahyu Widodo Widodo, Aura Diva Winalda, Delfi Maurellya Yudha Heryawan Asnawi Yunita, Sarlita Eka Zahroh, Milati Hasniyah Zulistiani, Zulistiani