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All Journal Jurnal Media Wahana Ekonomika GREENOMIKA Jurnal Akuntansi Manajemen (JAKMEN) Neraca Manajemen, Akuntansi, dan Ekonomi
Prihatma, Gugup Tugi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Era Digital Terhadap Perilaku Wirausaha Melalui Media Sosial Pada UMKM Prihatma, Gugup Tugi; Nurhayani, Nurhayani
Jurnal Media Wahana Ekonomika Vol. 20 No. 4 (2024): Jurnal Media Wahana Ekonomika, Januari 2024
Publisher : Universitas PGRI Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31851/jmwe.v20i4.13700

Abstract

ABSTRAK Perkembangan teknologi telah mengubah perilaku para wirausaha di Indonesia, terutama di era digital. Indonesia, sebagai negara berkembang, mengalami transformasi dari teknologi tradisional ke teknologi digital. Era Digital menciptakan perubahan dalam proses pemasaran, terutama bagi pelaku usaha mikro, kecil, dan menengah (UMKM). Transformasi ini dikenal sebagai E-Marketing, yang memberikan dampak pada perilaku wirausaha, termasuk keberanian untuk menetapkan harga. Penelitian ini bertujuan untuk memahami pengaruh sistem Era Digital terhadap Perilaku Wirausaha melalui pemanfaatan Social Media. Populasi penelitian mencakup UMKM yang menggunakan media sosial sebagai saluran pemasaran, dengan sampel sebanyak 100 UMKM yang aktif menggunakan media sosial. Data dikumpulkan melalui kuesioner dan dianalisis dengan menggunakan regresi linier berganda untuk mengidentifikasi hubungan antar variabel. Kata Kunci: Pemasaran Digital, Perilaku Wirausaha, Media Sosial.   ABSTRACT The development of technology has transformed the behavior of entrepreneurs in Indonesia, particularly in a developing country experiencing the transition from traditional to digital technology (the Digital Era). The Digital Era represents a shift in the marketing processes for business players, especially Small and Medium Enterprises (UMKM). One significant change in marketing processes is known as E-Marketing, which has influenced the behavior of UMKM entrepreneurs, such as their willingness to adjust pricing strategies. This research aims to understand the impact of the Digital Era system on Entrepreneurial Behavior through Social Media. The population of this study comprises UMKM that utilizes social media for product marketing, with a sample of 100 actively using social media. Data is collected through questionnaires, and the research analyzes the relationships between variables using Multiple Linear Regression. Keywords : Digital Era, Entrepreneurial Behavior, Social Era.
PENGARUH CITRA MEREK, LABEL HALAL DAN ENDORSEMENT REVIEW TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH : (SURVEI PADA MAHASISWA DI KOTA SERANG) Hudrotullah, Hudrotullah; Prihatma, Gugup Tugi
Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi Vol. 8 No. 7 (2024): Musytari : Neraca Manajemen, Akuntansi, dan Ekonomi
Publisher : Cahaya Ilmu Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.8734/musytari.v8i7.5818

Abstract

Penelitian ini bertujuan untuk mengetahui apakah citra merek berpengaruh terhadap keputusan pembelian kosmetik wardah pada mahasiswa kota serang, apakah label halal berpengaruh terhadap keputusan pembelian kosmetik wardah pada mahasiswa kota serang, apakah endorsement review berpengaruh terhadap keputusan pembelian kosmetik wardah pada mahasiswa kota serang. Penelitian dilakukan di Kota Serang yang mana tempat atau populasi berada. Penelitian dimulai pada tanggal 04 Maret 2024 dan berakhir sampai dengan 30 September 2024. Dalam penelitian ini yang menjadi subjek penelitian adalah Mahasiswi Kota Serang dan objek penelitian adalah Pengaruh Citra Merek, Label Halal dan Endorsement Review Terhadap Keputusan Pembelian Kosmetik Wardah. Pendekatan penelitian ini merupakan penelitian kuantitatif sedangkan jenis penelitian ini menggunakan penelitian asosiatif. Penelitian ini menggunakan dua sumber data antara lain data primer dan data sekunder. Metode yang digunakan untuk pengumpulan data primer pada penelitian ini adalah metode survei dan metode obsevasi pada objek individu yang pernah membeli produk wardah. Penelitian ini menggunakan skala likert sebagai alat penelitian untuk mengukur pernyataan yang tercantum pada kuesioner. Hasil pengujian hipotesis pertama Citra merek berpengaruh signifikan terhadap Keputusan pembelian. Hasil pengujian hipotesis kedua Label halal berpengaruh signifikan terhadap Keputusan pembelian. Hasil pengujian hipotesis ketiga Endorsement Review berpengaruh signifikan terhadap Keputusan pembelian. Pengolahan data pada penelitian ini menggunakan software smartPLS-SEM (partial least square structural equation modeling) mengkonfirmasi bahwa ketiga variabel tersebut memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Label Halal, Endorsement Review, Keputusan Pembelian. This research aims to determine whether brand image influences the purchasing decision of Wardah cosmetics among university students in Serang City, whether halal labeling influences the purchasing decision of Wardah cosmetics among university students in Serang City, and whether endorsement reviews influence the purchasing decision of Wardah cosmetics among university students in Serang City. The research was conducted in Serang City, where the population is located. The research began on March 4, 2024, and ended on September 30, 2024. The subjects of this research are female university students in Serang City, and the object of the research is the Influence of Brand Image, Halal Labeling, and Endorsement Reviews on the Purchasing Decision of Wardah Cosmetics. This research uses a quantitative approach, and the type of research used is associative research. This research uses two data sources, namely primary and secondary data. The method used to collect primary data in this research is a survey method and an observation method on individual objects who have purchased Wardah products. This research uses a Likert scale as a research tool to measure the statements listed in the questionnaire. The results of the first hypothesis test show that Brand image has a significant influence on Purchasing decisions. The results of the second hypothesis test show that Halal labeling has a significant influence on Purchasing decisions. The results of the third hypothesis test show that Endorsement Reviews have a significant influence on Purchasing decisions. Data processing in this research using SmartPLS-SEM (partial least square structural equation modeling) confirms that all three variables have a positive and significant influence on purchasing decisions.Keywords: Brand Image, Halal Label, Endorsement Review, Purchasing Decisions.
Pengaruh Kompensasi, Beban Kerja, Dan Stress Kerja Terhadap Kepuasan Kerja Pegawai Dinas Perpustakaan Dan Kearsipan Provinsi Banten Ningrum, Lathifah Indah Cahya; Prihatma, Gugup Tugi
Jurnal Akuntansi Manajemen (JAKMEN) Vol. 3 No. 2 (2024)
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/jakmen.v3i2.9734

Abstract

The purpose of this study was to determine the effect of compensation, workload and job stress on job satisfaction of Banten Province Library and Archives Office employees. The research method used is quantitative method. The results of the research on the compensation variable on the job satisfaction variable show the t value greater than the t table (4,016> 1,984), the workload variable on the job satisfaction variable shows the t value smaller than the t table (1,591 < 1,984), the work stress variable on the job satisfaction variable shows the t value greater than the t table (3,072> 1,984), and the f test which shows a significance value of 0,00 smaller than 0,05 and the f count is greater than the f table (55,180> 2,70). The results of the study indicate that compensation has an influence on job satisfaction in Banten Provincial Library and Archives Service employees, workload does not affect job satisfaction in Banten Provincial Library and Archives Service employees, job stress affects job satisfaction in Banten Provincial Library and Archives Service employees, compensation, workload, and job stress simultaneously affect job satisfaction at the Banten Provincial Library and Archives Service.
The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying Masitoh, Martina Rahmawati; Wibowo, Hermansyah Andi; Prihatma, Gugup Tugi; Miharja, Dede Tory
GREENOMIKA Vol. 6 No. 1 (2024): GREENOMIKA
Publisher : Universitas Nahdlatul Ulama Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/unu.gnk.2024.06.1.5

Abstract

The purpose of this study is to investigate the effect of interactivity, online customer reviews, trust on impulse buying in Shopee live streaming (Shopee Live) customers domiciled in Indonesia who have purchased on Shopee live at least 2 times. Our approach is a quantitative approach. This study uses a survey design by distributing questionnaires. The sampling technique used is purposive sampling. The number of samples used in this study is 155 samples. Data processing is carried out statistically by utilizing variance-based Structural Equation Modeling (PLS-SEM). Data processing is carried out with the help of SmartPLS ​​software ver. 3. The results of the study show that: (1) interactivity has a significant effect on impulse buying; (2) interactivity has a significant effect on trust; (3) online customer reviews have a significant effect on trust; (4) online customer reviews do not have a significant effect on impulse buying; (5) trust has a significant effect on impulse buying. The results of the study also show that there is an indirect effect, namely interactivity has a significant effect on impulse buying through trust and also online customer reviews have an indirect effect on impulse buying through trust.
The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying Masitoh, Martina Rahmawati; Wibowo, Hermansyah Andi; Prihatma, Gugup Tugi; Miharja, Dede Tory
GREENOMIKA Vol. 6 No. 1 (2024): GREENOMIKA
Publisher : Universitas Nahdlatul Ulama Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/unu.gnk.2024.06.1.5

Abstract

The purpose of this study is to investigate the effect of interactivity, online customer reviews, trust on impulse buying in Shopee live streaming (Shopee Live) customers domiciled in Indonesia who have purchased on Shopee live at least 2 times. Our approach is a quantitative approach. This study uses a survey design by distributing questionnaires. The sampling technique used is purposive sampling. The number of samples used in this study is 155 samples. Data processing is carried out statistically by utilizing variance-based Structural Equation Modeling (PLS-SEM). Data processing is carried out with the help of SmartPLS ​​software ver. 3. The results of the study show that: (1) interactivity has a significant effect on impulse buying; (2) interactivity has a significant effect on trust; (3) online customer reviews have a significant effect on trust; (4) online customer reviews do not have a significant effect on impulse buying; (5) trust has a significant effect on impulse buying. The results of the study also show that there is an indirect effect, namely interactivity has a significant effect on impulse buying through trust and also online customer reviews have an indirect effect on impulse buying through trust.
Co-Authors Hermansyah Andi Wibowo, Hermansyah Andi Hudrotullah, Hudrotullah Masitoh, Martina Rahmawati Miharja, Dede Tory Ningrum, Lathifah Indah Cahya Nurhayani nurhayani