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All Journal Dinasti International Journal of Education Management and Social Science Pasundan International of Community Services Journal (PICS-J) International Journal of Community Service & Engagement Jurnal Economica: Media Komunikasi ISEI Riau Indonesian Research Journal on Education Ranah Research : Journal of Multidisciplinary Research and Development Journal of Business and Management Inaba International Journal of Psychology and Health Science Inaba Journal Of Psychology
Nuradina, Kartika
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An In-Depth Analysis of Multivitamin Purchasing Behavior Among Generation Z in Bandung Nuradina, Kartika; Mubarok, Dadan Abdul Aziz; Wiryany, Detya; Syarif, Devyanthi; Sofiati, Nunung Ayu; Sastri, Prinska Damara; Bernadus, Benny
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 5 (2025): Dinasti International Journal of Education Management and Social Science (June
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i5.4896

Abstract

This study aims to describe consumer behavior in the decision-making process related to purchasing multivitamin products in Bandung City. Data were collected from 1,990 respondents through a survey and analyzed using descriptive statistical methods. The findings indicate that most consumers are 18–24 years old, married, and primarily work as students or private-sector employees, with a monthly income of less than IDR 2,000,000. The primary factor driving purchase decisions is health needs, followed by the product's perceived benefits and halal certification. The most influential sources of information include public media, such as social media and consumer reviews, as well as personal sources, including family and friends. Consumers in Bandung tend to delay their purchasing decisions without a specific timeframe. The main reason for repeat purchases is the consumer's experience of the product's tangible health benefits. These results provide valuable insights for multivitamin producers in designing effective marketing strategies grounded in consumer behavior.
Hubungan antara Entrepreneurial Orientation dan Creative Self-Efficacy dengan Keunggulan Bersaing pada Content Creator Shopee Affiliate di Bintang Agency Mediatama Cholid, Ahmad Jauhari; Nuradina, Kartika
Ranah Research : Journal of Multidisciplinary Research and Development Vol. 7 No. 6 (2025): Ranah Research : Journal Of Multidisciplinary Research and Development
Publisher : Dinasti Research

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/rrj.v7i6.1781

Abstract

This study explores the relationship between Entrepreneurial Orientation (EO) and Creative Self-Efficacy (CSE) with competitive advantage among content creators participating in the Shopee Affiliate program at Bintang Agency Mediatama. Utilizing a quantitative approach, the research involved 342 respondents and applied multiple linear regression for analysis. The results revealed a significant relationship between EO and CSE with competitive advantage, accounting for 27.1% of the variance. Individually, CSE demonstrated a stronger contribution than EO. These findings emphasize the psychological role of creative self-efficacy in fostering entrepreneurial behavior that supports a strong competitive position. Thus, eìnhancing both EO and CSE is essential to strengthen the creator’s competitiveness in an evolving digital landscape.
Co-Authors Andre Suryaningprang Apriyani, Nenti Aziz, Dadan Abdul Bernadus, Benny Cholid, Ahmad Jauhari Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Detya Wiryany Ekapaula, Rolla Futri, Danda Leica Ramdhani Jaya, Rama Chandra Kamal, Muhhammad Ikhsan Listri Herlina Meilia Azzahra, Sandra Nurfadilah Nurfadilah Oktaviani, Delia Putra, Derri Agusta Sastri, Prinska Damara Sofiati, Nunung Ayu Syarif, Devyanthi Wiryani, Detya Yusup, Pemi Diana