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All Journal Journal of Indonesian Management Journal of Management, Economic, and Accounting
Ariska , Yesi Indian
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Digital Marketing and Product Variety on Consumer Buying Interest in Online Shop Moy Stuff Bengkulu City Afitri, Povo Satya; Gayatri, Ida Ayu Made Er Meytha; Ariska , Yesi Indian
Journal of Indonesian Management Vol. 1 No. 4 (2021): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v1i4.313

Abstract

The purpose of this study was to determine the effect of digital marketing and product variety on consumer buying interest at the Moy Stuff Shop in Bengkulu City. The analytical methods used include validity test, homepage linear regression, coefficient of determination, hypothesis testing (t test and f test). This type of research is a quantitative descriptive research, which is a research method in research that examines the status of a human group, an object, a system of thought or a class of humans today. The results of the research show that the regression direction is positive with the equation Y = 11.743 + 0.304X1 + 0.438X2 + e. The coefficient of determination of the value of R square is 0.414. This means that X1 (Digital marketing) and X2 (variety of products), affect buying interest (Y) by 41.40% while the remaining 58.6% is influenced by other variables not examined in this study. The results of the F test show that the significance is 0.000 <0.05. Because the significance level is below 0.05, it shows that X1 (Digital marketing) and X2 (variety of products) have a positive and significant influence together on buying interest (Y). Digital marketing has a positive and significant effect on buying interest, product variety has a positive and significant impact on buying interest because the significant value is less than 0.05.
The Effect Of Service Quality And Price Toward Customer Satisfaction In Spa Services At Emi Salon Of Seluma Regency Gustianti, Sherly; Damarsiwi , Eska Prima Monique; Ariska , Yesi Indian
Journal of Indonesian Management Vol. 1 No. 4 (2021): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/jim.v1i4.328

Abstract

The sample in this study was 50 customers of Emi Salon of Seluma Regency. The sampling technique is accidental sampling technique. The data were collected using a questionnaire and the analytical method used was multiple linear regression, determination test and hypothesis testing. The results of the regression analysis show Y = 2.465 + 0.353X1 + 0.519 X2 + e, the coefficient of determination of adjust R square is 0.708. This means that X1 (service quality) and X2 (price), have a contribution to customer satisfaction (Y) of 70.8% while the remaining 29.2% is influenced by other variables not examined in this study. Service quality has a partially significant effect on consumer satisfaction at Emi Salon in Seluma Regency, this is evidenced by a significant value of 0.000 <0.05. Price has a partially significant effect on consumer satisfaction at Emi Salon Seluma Regency, this is evidenced by a significant value of 0.000 <0.05. Service quality and price have a significant effect simultaneously on consumer satisfaction at Emi Salon of Seluma Regency, this is evidenced by a significant value of 0.000 <0.05
The Influence Of Accessibility, Online Promotion, And Product Reviews On Purchasing Decision With The Intervening Variable Of Purchase Intention On Shopee Application Sari, Desti Rupita; Ariska , Yesi Indian; Abi, Yudi Irawan
Journal of Management, Economic, and Accounting Vol. 3 No. 2 (2024): Juli-Desember
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v3i2.691

Abstract

This study aims to examine the factors that influence purchasing decisions in the Shopee application. The focus of this study is to determine whether accessibility, online promotions and product reviews on purchasing decisions with the intervening variable of purchase intention on shopee application. The results of this study that accessibility variable has no effect on purchasing decisions on shopee application, the online promotion variable affects purchasing decisions on shopee application, the product review variable affects purchasing decisions on shopee application, accessibility affects buying interest as an intervening variable, online promotion has no effect on purchase intention as an intervening variable, product review affects purchase intention as an intervening variable, accessibility affects purchasing decisions through purchase intention as an intervening variable, online promotion has no effect on purchasing decisions through purchase intention as an intervening variable, product reviews have no effect on purchasing decisions through purchase intention as an intervening variable, and purchase intention variables have no effect on purchasing decision variables.
Co-Authors Abi, Yudi Irawan Afitri, Povo Satya Damarsiwi , Eska Prima Monique Gayatri, Ida Ayu Made Er Meytha Gustianti, Sherly Sari, Desti Rupita