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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Majalah Ilmiah Bijak EVOLUSI : Jurnal Sains dan Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Teknologi Informasi dan Komunikasi Journal of Innovation in Community Empowerment (JICE) Bima Journal : Business, Management and Accounting Journal Dinamika JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Jurnal Riset Manajemen Journal of Management and Informatics Jurnal Bisnis Kreatif dan Inovatif International Journal of Economics, Business and Innovation Research Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia Jurnal Teknik Informatika dan Teknologi Informasi
Myra Andriana
Universitas Sains Dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Nursing Public Health Social Sciences Other

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DETERMINANTS OF IMPULSIVE BUYING IN LIVE STREAMING COMMERCE USERS AMONG DIGITAL NATIVES Gabriela Yabestania Shekinah; Edwin Zusrony; Myra Andriana
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/rmzarv73

Abstract

This investigation focuses on TikTok Live and Shopee Live streaming platforms, analyzing the impulsive buying behavior of digital natives in Semarang City. This research assesses the impact of social media marketing and influencer marketing as strategic accelerators due to the growing engagement of Generation Z as a dominant market demographic and their predisposition towards impulsive buying behavior. A quantitative approach was adopted with 60 participants aged 18 to 28 who underwent unplanned purchases through LSC platforms within the last six months. Data collection utilized standardized questionnaires and was analyzed with SmartPLS 4.0. As part of data collection, questionnaires are used which are graded on a five-point likert scale. Based on the SOR model, social media marketing and influencer marketing, separately and in combination, are proven to have a significant positive impact on impulsive buying behavior. Important motivators included emotional appeal, real-time participation, and interpersonal digital influence. These findings demonstrate the need to target Gen Z with more engaging content that features trusted influencers. In relation to the existing body of knowledge, this research fills a gap in digital marketing literature by examining the factors related to the psychology of the consumer and technology that instigate impulsive purchase behaviors in live e-commerce contexts. From a practical standpoint, it provides critical information for marketers aiming to design more targeted, persuasive, and robust campaigns utilizing live streaming platforms to improve conversion rates.
Pengaruh Kualitas Pelayanan, Promosi dan Harga terhadap Keputusan Pembelian: Studi Kasus Dimsum Narawi Soreang Bandung Erma Septiana; Myra Andriana
JURNAL RISET MANAJEMEN (JURMA) Vol 4 No 3 (2026): September: JURNAL RISET MANAJEMEN (JURMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jurma.v4i3.4828

Abstract

This study aims to analyze the influence of service quality, promotion, and price on purchasing decisions at Dimsum Narawi Soreang, Bandung. This research employed a quantitative approach with an explanatory research design. The population consisted of consumers who had purchased Dimsum Narawi products, while the sample comprised 32 respondents selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS. The results indicate that service quality, promotion, and price each have a positive and significant effect on purchasing decisions. Simultaneously, these three variables also significantly influence purchasing decisions, with an adjusted coefficient of determination (Adjusted R²) of 0.410, indicating that 41% of the variation in purchasing decisions can be explained by the variables examined in this study. These findings suggest that improving service quality, implementing effective promotional strategies, and establishing competitive pricing are important factors in enhancing consumer purchasing decisions. The study provides practical implications for culinary micro, small, and medium enterprises (MSMEs) in developing integrated marketing strategies to improve business competitiveness and customer loyalty.
Pengaruh Digital Marketing dan Brand Awareness Terhadap Minat Beli pada Usaha Mikro, Kecil, dan Menengah di Kecamatan Gunungpati Kota Semarang Imam Agus Faizal; Myra Andriana
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 1 (2026): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i1.8572

Abstract

This study looks at how digital marketing and brand awareness affect consumers' intentions to buy products from Micro, Small, and Medium Enterprises (MSMEs) in Gunungpati District, Semarang City. MSMEs are important to the national economy but still face challenges in using digital technology to improve their competitiveness. We used a quantitative research approach and gathered data from questionnaires given to 96 respondents who had bought local MSME products. We analyzed the data using multiple linear regression with SPSS to see how each variable affected the results. The findings show that digital marketing positively and significantly impacts consumers' intentions to purchase, while brand awareness also plays a key role in influencing these decisions. Together, these two factors significantly boost purchase intentions, showing that strong digital interaction and brand recognition increase consumer interest in local products. Furthermore, the results indicate that when MSMEs regularly use digital marketing and strengthen their brand visibility, consumers are more likely to buy again and recommend the products to others. Thus, digital marketing and brand awareness are crucial for MSMEs to achieve growth and stay competitive in today's changing business landscape.
The Effects of Online Review and Trust towards Consumer Purchase Decisions in Online Marketplace Nasarina Yolita Dina Leki; Tantik Sumarlin; Myra Andriana
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v6i2.9325

Abstract

This research has the aim to explore how online reviews and trust towards consumers' purchase decisions on the Shopee website in Semarang Regency. The method used here is a quantitative method, which retrieves data by an online questionnaire involving 100 respondents in the age of 18-30 years and analyzes the data by making use of SPSS version 31. The data indicate that online reviews and trust are both positively and significantly influential in shaping purchase decisions. Consumers form purchase decisions on the basis of information derived from other consumers' online reviews and the level of trust they hold. This study affirms the importance of a reliable online product review feature for obtaining information about the product, its quality, and post-purchase experiences, as well as the importance of consumer trust in confidently making a purchase. This study demonstrates that the development of information technology facilitates online purchasing for consumers and enhances their trust.
Co-Authors Abdullah Agustinus Budi Santoso Arie Atwa Magriyanti Bambang Widjanarko Susilo Dewi Widyaningsih Dhea Ayu Cahyaningsih Dian Amanda Putri Dwi Astutik Echan Adam Edwin Zusrony Erlinda Sholihah Erma Septiana Fia Rafiana Gabriela Yabestania Shekinah Haryo Kusumo Heni Susilowati Imam Agus Faizal Iwan Koerniawan Jarot Dian Susatyono Kusumajaya, Robby Andika Nadia Putri Wulandari Nasarina Yolita Dina Leki Nikita Yoan Oktaviyana Pemilia Sulistyowati Priyadi Priyadi Puteri Anindya Maulan Ratnaningrum Reni Veliyanti Rimba Lestari Roymon Panjaitan Sindhu Rakasiwi Siti Rahmi, Siti Siti Silatur Rahmi Suprapti Tantiek Sumarlin Tantiek Sumarlin Tantiek Sumarlin Tantik Sumarlin . Tavika Trirahma Titin Hargyatni Viktoria Tridelfi Luruk Wahyudin Noor Wesly Tumbur ML Tobing Wimber Jerry Panjaitan Wimber Jerry Panjaitan Yuli Fitrianto Yulia Sinta Wati Ulfa Zahra Dinul Khaq