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All Journal JUMANJI (JURNAL MANAJEMEN JAMBI) Journal of Humanities and Social Studies Jurnal Karya Abdi Masyarakat
Najiah, Evi Fitrotun
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Journal : Journal of Humanities and Social Studies

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The Influence Of Content Marketing , E-Wom And Price Perception On Tiktok Social Media On Purchase Decision Lamongan District Azizah, Luluk Nur; Rusmawati DJ, Yunni; Najiah, Evi Fitrotun; Munna, Inesa Mahdelia Laili
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 6, No 3 (2022): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i1.9378

Abstract

The rapid development of digital technology has made social media one of the most influential media in the consumer purchase decision process, especially young consumers. One of the social media that is currently popular is Tiktok , where all people and ages use this one application. This development has made many companies start looking at Tiktok as a platform for their marketing tools, but of course business people must know the characteristics of Tiktok and also its users. This study aims to determine the effect of Content Marketing, E- WoM and price perceptions on Tiktok social media on purchase decisions in Lamongan district. The method used in this study is a quantitative descriptive method, with the sampling technique using incidental sampling, the questionnaire used to collect data is multiple linear regression analysis. The results of this study indicate that the f Content Marketing test, E- WoM and price perceptions on Tiktok social media simultaneously and significantly influence purchase decisions. The results of the t test show that Content Marketing, E- WoM and price perceptions on Tiktok social media have a positive and significant effect on purchase decisions. The results of the coefficient of determination (R2) show that Content Marketing, E- WoM and price perceptions on Tiktok social media have an effect of 60.9% on purchase decisions. The dominant influence on the purchase decision is the E- WoM variable which has a count of 10,423
THE INFLUENCE OF SOFT SKILLS AND E-COMMERCE DEVELOPMENT ACTIVITIES ON INCREASING INCOME DURING THE COVID-19 PANDEMIC IN THE WOMEN'S BUSINESS GROUP IN JATIREJO VILLAGE Najiah, Evi Fitrotun; Mahmudah, Henny; Agustin, Niken
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 5, No 3 (2021): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v5i3.4050

Abstract

The Jatirejo village government during the Covd-19 pandemic sees the need for soft skills and e-commerce development activities that are intended primarily for residents/communities. This is considered very useful in increasing the income of the people in Jatirejo village during the Covid-19 pandemic. In this activity, the village government held training for people who have businesses and people who are unemployed as a result of the impact of the pandemic in hamlets such as Topeng Hamlet, Kemendung Hamlet, Karangpilang Hamlet and Tambakjurit Hamlet.The purpose of this study was to determine whether soft skills and E-Commerce, either partially or simultaneously, had an effect on increasing income during the Covid 19 pandemic in the women's business group in Jatirejo Village. In this research, quantitative descriptive method is used by looking at the impact of the activities that have been carried out on increasing income. This activity was started first with observations and interviews, then continued with multiple linear regression testing, Partial Hypothesis (t-test) and Simultaneous Hypothesis (F-Test) using the SPSS tool.The results of this study obtained Multiple Linear Regression test Y = 8.702 + 0.241X1 +0.732X2 , Partial Hypothesis Test t obtained t value (soft skill) 2.105; the value of t arithmetic (E-Commerce) 4.271 is greater than the value of t table 2.032 with = 0.05. significance value 0.000 0.05, the results of the Simultaneous Hypothesis test obtained Fcount 33.351 F table 3.28 with = 0.05. significance value 0.000 0.05. Then Ho is rejected and H1 is accepted.From the results of this study, it can be concluded that soft skills and E-Commerce, both partially and simultaneously, have an effect on increasing income during the Covid 19 pandemic in the Jatirejo Village women's business group and the most dominant influencing variable is E-Commerce.
Co-Authors Azizah, Luluk Nur Henny Mahmudah, Henny Munna, Inesa Mahdelia Laili Niken Agustin Rusmawati DJ, Yunni