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All Journal YUME : Journal of Management Prima Ekonomika : Jurnal Ekonomi dan Bisnis
Winarni, Selo
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Social Sciences

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PENGARUH IKLAN INSTAGRAM DAN TIKTOK TERHADAP EKSISTENSI PELANGGAN KULINER DI MASA PANDEMI COVID-19 DI YOGYAKARTA Winarni, Selo
PRIMA EKONOMIKA Vol. 12 No. 2 (2021): Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v12i2.124

Abstract

Indonesian economy deteriorates due to recent COVID-19 pandemic, this hugely affect many economic sector, for example tourism and culinary. But, culinary sector seems to escalate in new normal era. This research aim to observe the impact of advertisement's newest form, which is done through Instagram and TikTok app to Customer Existence in Yogyakarta city culinary section. Data collection for this research use questionnaire, and the analysis done using multiple regression with SPSS program. As much as 30 culinary businesses owner taken as sample. For instrumental testing purpose, researcher use validity and reliability test, also T test, F test and adjusted R Squared is observed to test the hypothesis. Result indicated by this research showed that advertisement done through Instagram (X1) and TikTok (X2) partially has a positive impact to Customer Existence on culinary business in Yogyakarta city, especially during these pandemic periods. Outcome of this research hopefully could be used as reference, mainly for people who seek on how to preserve their business in Yogyakarta. Keywords : Customer Exixtence. Instagram. TikTok
PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP MINAT BERKUNJUNG KEMBALI DI HEHA SKY VIEW GUNUNG KIDUL YOGYAKARTA Winarni, Selo; Adhiyani, Oryza Rully
PRIMA EKONOMIKA Vol. 14 No. 1 (2023): Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v14i1.169

Abstract

As one of tourism object, Heha Sky View has many efforts to increase revisiting domestic or international tourists. This research aim to observe the impact of marketing mix and service quality on interest in revisiting to Heha Sky View Tourism in Gunung Kidul, Special Region of Yogyakarta partially or simultaneously.The type of research was a survey research, with a quantitative descriptive approach. Population in this study were respondents who had visited the Heha Sky View Tour of Gunung Kidul, Special Region of Yogyakarta. As much as 70 respondents taken as sample. Data resources include primary data obtained by giving questionnaires directly and secondary data include literature study and documentation. The analysis includes classical assumption test , Multiple Linear Regression, Hypothesis Testing using t Test, F Test and Coefficient of Determination Test. Data processing was carried out using SPSS computer software version 23.The results showed that the marketing mix variable (X1) and service quality (X2) has positive impact to interest in revisiting partially which significant value was 0.000 <0.05. The marketing mix variables and service quality have a significant effect on the interest in revisiting simultaneously which significant value is 0.000 <0.05. and F count is greater than F table (3.13) In addition, the results of the calculation of Adjusted R Square marketing mix and service quality contribute 0.687 or 68.7% to the interest in revisiting. While the remaining 31.3% is influenced by other models in this study. Keywords: Marketing Mix, Service Quality, Interest in Revisiting.
The Influence of Price Perception, Perceived Ease of Use, and Perceived Risk on Consumer Purchasing Decisions on TikTok Shop in Surakarta Adhiyani, Oryza Rully; Winarni, Selo
YUME : Journal of Management Vol 8, No 2 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i2.8349

Abstract

This study examines the factors influencing consumer purchasing decisions on TikTok Shop in Surakarta, focusing on price perception, perceived ease of use, and perceived risk. Using a quantitative approach, data were collected from 100 respondents and analyzed through multiple regression analysis, t-tests, and F-tests. The results indicate that price perception (p = 0.004) and perceived ease of use (p = 0.030) significantly influence purchasing decisions, while perceived risk (p = 0.000) has the strongest impact, reflecting consumer concerns about security and product authenticity. The F-test (p = 0.000) confirms that all three factors simultaneously affect consumer purchasing behavior. Additionally, the correlation coefficient (R = 0.729) indicates a strong relationship between the independent variables and purchasing decisions, while the coefficient of determination (R² = 0.531) suggests that 53.1% of purchasing decisions are influenced by these variables, with the remaining 46.9% explained by other factors. These findings highlight the necessity for competitive pricing, user-friendly interfaces, and trust-enhancing measures to optimize consumer engagement in social commerce. Future research should explore additional variables such as brand trust, social influence, and digital marketing strategies to provide a more comprehensive understanding of consumer behavior in online marketplaces. Keywords: Price Perception, Perceived Ease of Use, Perceived Risk, Consumer Purchasing Decisions, Social Commerce, TikTok Shop  
PERENCANAAN BLUE OCEAN STRATEGY PADA PERTASHOP 4P57729 SEBAGAI UPAYA PENCIPTAAN NILAI BARU DI INDUSTRI BBM SKALA KECIL Adhiyani, Oryza; Setiawan, Edi; Winarni, Selo
PRIMA EKONOMIKA Vol. 17 No. 1 (2026): Jurnal Prima Ekonomika
Publisher : STIE "YKP" YOGYAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37330/prima.v17i1.343

Abstract

ABSTRAK Penelitian bertujuan untuk perencanaan Blue Ocean Strategy pada Pertashop 4P7729 sebagai upaya penciptaan nilai baru di industri penjualan BBM skala kecil. Persaingan penjualan BBM skala kecil yang kompetitif berada di red ocean, sehingga Pertashop 4P57729 perlu merencanakan Blue Ocean Strategy untuk dapat keluar dari red ocean dan menciptakan nilai baru dalam bisnis. Penelitian ini menggunakan pendekatan deskriptif kualitatif yang kemudian akan menjelaskan perencanaan Blue Ocean Strategy pada Pertashop 4P7729 sebagai upaya penciptaan nilai baru di industri penjualan BBM skala kecil. Dengan melakukan strategy canvas dan skema hapuskan-kurangi-tingkatkan-ciptakan. Pengurangan biaya dapat dilakukan dengan cara menghilangkan serta mengurangi apa yang menjadi faktor utama adanya persaingan di dalam sektor industri. Disamping itu dilakukan peningkatan dengan cara memberikan penambahan dan penciptaan elemen yang belum pernah ada serta belum pernah ditawarkan dalam industri. Dengan demikian akan didapat perencanaan Blue Ocean Strategy yang tepat untuk Pertashop. Jenis data yang digunakan adalah kualitatif yang dituang dalam bentuk deskriptif. Jenis data didapatkan dengan menggabungkan teknik wawancara, observasi dan studi literatur. Hasil penelitian didapatkan bahwa Pertashop 4P57729 ini berada dalam persaingan industri penjualan BBM skala kecil yang ketat (Red Ocean). Untuk itu Pertashop harus dapat menciptakan ruang pasar baru dengan berfokus pada menumbuhkan permintaan dan menjauh dari kompetisi. Pertashop 4P57729 perlu merencanakan strategi dengan Blue Ocean Strategy sebagai upaya penciptaan nilai baru di industri BBM skala kecil. Kata Kunci: Blue Ocean Strategy, Pertashop, Strategi
Co-Authors Adhiyani, Oryza Adhiyani, Oryza Rully Edi Setiawan