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All Journal Jurnal Konseling dan Pendidikan Economic Education Analysis Journal Fokus Ekonomi Medikonis Fokus Abdimas Perwira Journal of Economics and Business (PJEB)
Lustono, Lustono
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

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PENGARUH DISKON DAN NIAT BELI TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE PADA MAHASISWA STIE TAMANSISWA BANJARNEGARA Frina Annur, Yulia; Lustono, Lustono; Maesaroh, Siti
Perwira Journal of Economics & Business Vol 3 No 2 (2023)
Publisher : UNPERBA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54199/pjeb.v3i2.339

Abstract

Shopee is one of the largest marketplaces in Indonesia. Various facilities are offered from this marketplace. Ranging from electronic goods, fashion to daily necessities are also available. The problem in this research is the increase in purchasing decisions at major Shopee events that offer big discounts. The purpose of this study was to determine the effect of discounts and purchase intentions partially and simultaneously on purchasing decisions in the Shopee marketplace for STIE Tamansiswa Banjarnegara students. This research uses quantitative methods. Data collection techniques by distributing questionnaires and research samples as many as 87 people. The analytical tools used are instrument test and classical assumption test. The data analysis technique used is multiple linear regression, t test, F test, and coefficient of determination test R square with the help of SPSS program. The results of this study indicate that partially discount (X1) has a significant positive effect on purchasing decisions and purchase intention (X2) has a significant positive effect on purchasing decisions. Then simultaneously discount and purchase intention have a significant positive effect on purchasing decisions. The value of the coefficient of determination R square is 57.9 percent of the purchasing decision variables influenced by the discount variable and purchase intention. While the remaining 42.1 percent is influenced by other variables not examined in this study. The conclusion in this study is that the higher the discount rate and purchase intention, the higher the purchasing decisions made by consumers.
The Influence of Content Marketing, Delivery Services, and Product Variety on Purchase Decisions at Yan Farm Sheep Farm lustono, Lustono; Adi, Muhammad Aldiansyah; Maesaroh, Siti; Suryani, Ratna
Fokus Ekonomi : Jurnal Ilmiah Ekonomi Vol. 21 No. 1 (2026): June 2026
Publisher : STIE Pelita Nusantara Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/fe.21.1.181-192

Abstract

This study aims to analyze the influence of content marketing, delivery orders, and product variation on consumer purchase decisions at Yan Farm Sheep Farm. The development of technology and the increasing digital activities provide opportunities for livestock business actors to market their products more effectively. Attractive content marketing, an efficient ordering system, and product diversity are important factors in attracting consumer interest. The research method used is quantitative with a descriptive and associative approach. Data is obtained through the distribution of questionnaires to respondents who are consumers of Yan Farm Sheep Farm. The analysis technique used is multiple linear regression analysis to examine the influence of each independent variable on the dependent variable. Research results show that content marketing, delivery order, and product variations both partially and simultaneously have a significant effect on purchasing decisions. Among the three variables, content marketing has the most dominant influence. These findings provide important implications for the marketing strategy of Yan Farm Sheep Farming to focus more on improving the quality of digital content and ordering services.
Co-Authors Adi, Muhammad Aldiansyah Bahtyar, Khafid Nur Frina Annur, Yulia lusaputra, fadhil ghani Purnomo, Kristanto Setio Hari Saputra, Andi Wahyu Siti Maesaroh Sri Hayati, Sri Suryani, Ratna Tatik, Yuliana Titik Haryani Wahyu Indarti, Westi