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All Journal Indonesian Journal of Business and Entrepreneurship (IJBE) JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) International Journal of Business, Economics, and Social Development International Journal of Social Service and Research Journal of Trends Economics and Accounting Research Return : Study of Management, Economic and Bussines Journal Research of Social Science, Economics, and Management IIJSE
Maulany, Soesanty
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Influence of Content Marketing and E-Wom On Social Media On Purchasing Decisions at Kopi Roemah Kesambi Isropiani Nurohmah, Ninik; Nurul Aliana, Elsa; Maulany, Soesanty
Return : Study of Management, Economic and Bussines Vol. 3 No. 6 (2024): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v3i6.236

Abstract

The development of the café business in Indonesia is currently growing rapidly, thus business people must be able to take advantage of the use of social media starting from promoting business on social media such as on Instagram and TikTok applications. Where users can share user experiences on their respective account channels.This study aims to analyze how marketing communication through Content Marketing and Electonic Word Of Mouth on social media is able to influence purchasing decisions at Kopi Roemah Kesambi.This type of research uses a quantitative methodology approach. The population of this study is an unknown number of Roemah Kesambi Coffee consumers. The data source used is primary data from the questionnaire disseminated. Samples were taken using incidental sampling methods using the Corchan Formula and obtained as many as 100 respondents. The data analysis techniques used are Validity, Reliability, Multiple Linear Regression Analysis and structural models measured using adjusted R square and hypothesis tests using SPSS statistical tool version 22. The results showed that Content Marketing had a positive effect on Roemah Kesambi's Coffee Purchase Decision. Elecronic Word Of Mouth has a positive influence on the purchase decision of Roemah Kesambi Coffee. This research can provide in-depth insight into the factors that influence the purchasing decisions of Roemah Kesambi Coffee consumers. These findings can be an important reference for business people and researchers to develop more effective marketing strategies.
Optimizing E-Loyalty on The Bukalapak E-Commerce Platform: Exploring the Role of E-Service Quality Mediated by E-Satisfaction and E-Trust Apriyanti, Nina; Azizah, Siti Ijah; Maulany, Soesanty
International Journal of Business, Economics, and Social Development Vol. 5 No. 2 (2024)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v5i2.622

Abstract

This study aims to analyze and prove the effect of e-service quality on optimizing e-loyalty mediated by e-trust and e-satisfaction on the Bukalapak e-commerce platform by focusing on Bukalapak users in Cirebon City. This research focuses on the use of Bukalapak, where there are still many complaints felt by Bukalapak users regarding long delivery, the Bukalapak help center cannot be contacted, and the pay later payment service is never late but the payment status is pending. These indications can be seen from user reviews published on several news sites. Sample determination was carried out through a purposive sampling technique. In this study, the sampling technique was carried out using the Slovin formula with an error tolerance level of 10%, so that the number of respondents was 100. Respondents were selected based on the criteria of having used Bukalapak e-commerce services for the last 5 months and being domiciled in Cirebon City. The data collection method was carried out by distributing questionnaires online via Google Forms. Path analysis technique using SPSS Version 29.0.2.0 for Windows. Hypothesis testing was carried out using the Sobel test method. The results showed that e-service quality has a positive and significant effect on e-trust, e-satisfaction, and e-loyalty. E-satisfaction and e-trust have a positive and significant effect on e-loyalty. The results of this study also show that e-satisfaction and e-trust can mediate the effect of e-service quality on e-loyalty. Keywords:  E-commerce, E-service quality, E-satisfaction, E-trust, E-loyalty
The Influence of Entrepreneurial Orientation, Market Orientation, and Product Innovation on the Marketing Performance of Culinary MSMEs in Cirebon City Muhamad, Fadel; Shofiyaturrahmah , Zahwa; Maulany, Soesanty
Journal Research of Social Science, Economics, and Management Vol. 3 No. 11 (2024): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v3i11.657

Abstract

This research was conducted with the aim to analyze the influence of entrepreneurial orientation, market orientation and product innovation on marketing performance in culinary MSMEs in Kesambi District. This research method uses quantitative research methods. The results showed that the first hypothesis was accepted, which means that entrepreneurial orientation has a positive and significant effect on the marketing performance of the Research. The results showed that the second hypothesis was accepted, which means that market orientation has a positive and significant effect on marketing performance. The results showed that the third hypothesis was accepted, which means that product innovation has a positive and significant effect on marketing performance. The results showed that the fourth hypothesis was accepted, which means that Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance. Based on the results of the analysis that has been described regarding the influence of entrepreneurial orientation, market orientation and product innovation on the marketing performance of culinary MSMEs in the city of Cirebon, especially in Kesambi District, it is concluded that Entrepreneurial Orientation has a positive and significant effect on Marketing Performance. Market Orientation has a positive and significant effect on Marketing Performance. Product Innovation has a positive and significant effect on Marketing Performance. Entrepreneurial Orientation, Market Orientation and Product Innovation have a positive and significant effect simultaneously on marketing performance.
Co-Authors Agustin, Amelia Agustina Apriyanti, Nina Aulia, Dyta Azizah, Siti Ijah Isropiani Nurohmah, Ninik Kartawinata, Elang Handika kusnaedi, Nindi Muhamad, Fadel Nurul Aliana, Elsa Oktavani, Icha Dinda Lestari Ramadhan, Nauval Rizki Rizki Safitri, Dera Eka SALMAN ALFARIZI Salsabilla, Meisya Santoso, Mohamad Ikbal Shofiyaturrahmah , Zahwa Siska Ernawati Fatimah Siswanto, Hary Syalfadhilah, Dinda Umiyaroh Yusuf Yusuf