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Ratnaningtyas, Endah Marendah
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Strategi Pemasaran Produk dalam Menghadapi Tantangan Pemasaran Digital(Studi  Kasus pada UMKM Keripik Belut Citra Rasa) Ratnaningtyas, Endah Marendah; Sari, Widya; Fathona, Citra Amira Putri; Syamsudin, Syamsudin; Hardaya, Agus; Lestari, Suin
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 1 No. 5 (2024): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/hsae2934

Abstract

Penelitian ini dilatar belakangi oleh perkembangan teknologi yang membawa dampak pada perekonomian suatu negara dan membawa masyarakat memasuki era ekonomi digital. Penelitian ini bertujuan untuk mendiskripsikan strategi pemasaran produk yang dilakukan oleh UMKM Keripik Belut Citra Rasa dalam menghadapi tantangan pemasaran digital. Penelitian ini menggunakan metode kualitatif deskriptif. Sumber data yang diperoleh dari data primer dan data sekunder. Teknik pengumpulan data dengan pengamatan, wawancara, dokumentasi, kepustakaan, dan internet. Hasil penelitian ini menunjukkan bahwa strategi pemasaran produk yang dilakukan oleh UMKM Keripik Belut Citra Rasa dalam menghadapi tantangan pemasaran digital meliputi strategi menggunakan digital marketing yakni dengan memanfaatkan media sosial Facebook, Instagram, TikTok, dan WhatsApp Bisnis, serta memanfaatkan marketplace Tokopedia dan SiBakul Jogja. Strategi menggunakan bauran pemasaran 9P, yaitu product, price, place, promotion, people, process, psysical evidence, payment, dan packaging.
Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Laptop Asus pada Masa Covid-19 di DIY (Studi kasus di Daerah Istimewa Yogyakarta) Ratnaningtyas, Endah Marendah; Rahman, Rizqi Maulana; Triana, Dewi; Widiyanti, Anik; Sunarto, Sunarto
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 1 No. 6 (2024): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/y5030y97

Abstract

This study aims to analyze product quality, price, and promotion of Asus laptop purchasing decisions during the covid-19 period in DIY. The population in this study were all people of the Special Region of Yogyakarta with a sample of 100 respondents. The data processing method uses multiple regression analysis. The data used is sourced from people in the Special Region of Yogyakarta who use Asus laptops by using the questionnaire method to the respondents. The results of this study partially indicate that product quality has no significant effect on purchasing decisions of 0.541 > 0.05, price has a significant effect on purchasing decisions of 0.000 < 0.05, promotion has a significant effect on purchasing decisions of 0.000 < 0.05. Simultaneously product quality, price, and promotion have a significant effect on purchasing decisions of 0.000 <0.05.
Pengaruh Kualitas Layanan dan Kepercayaan terhadap Kepuasan Pengguna Shopee di Daerah Istimewa Yogyakarta Rinaldi, Rinaldi; Ratnaningtyas, Endah Marendah; Naiheli, Rista Gonaria
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 1 (2026): SENTRI : Jurnal Riset Ilmiah, Januari 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i1.5453

Abstract

This study is motivated by the growing use of e-commerce in Indonesia, particularly Shopee, which has become one of the most popular online shopping platforms. Shopee offers numerous advantages such as a wide variety of payment methods, attractive promotions, and fast delivery services. However, the platform still faces challenges in service quality and complaint handling, which can negatively impact user satisfaction. Therefore, the aim of this research is to examine the influence of service quality and trust on user satisfaction among Shopee users in the Special Region of Yogyakarta. A quantitative research approach was employed using a survey method. Data were collected through questionnaires distributed to 100 respondents who are active users of the Shopee application. The sampling technique used was purposive sampling. The data were analyzed using validity and reliability tests, t-tests, F-tests, and multiple linear regression analysis to test the hypotheses. The findings indicate that both service quality and trust significantly influence user satisfaction. These variables, both partially and simultaneously, contribute positively to users’ overall satisfaction with Shopee. Service quality aspects—such as responsiveness, reliability, and ease of use—along with trust factors—such as platform credibility and transaction security—play a critical role in shaping user perceptions and satisfaction. These results highlight the importance for e-commerce platforms like Shopee to continually improve service delivery and build customer trust as key strategies to enhance user experience, encourage customer loyalty, and remain competitive in the dynamic digital marketplace.
Co-Authors AGUS PURWANTO Alega, Theo Galan Andresta, Ferdinand Aldo Aprianto Karim, Mohamad Arief, Aditya Ferdiana Desi Susilawati, Desi FARIDA PUSPITA HARTI Fathona, Citra Amira Putri Hambali, Fikri Hardaya, Agus Hulu, Delisman Jaya Hulub, Delisman Jaya Jumadi Jumadi , Jumadi Jumadi Jumadi Lestari, Suin Luisa Peny , Theresia Lounggina meilantika, Dian Mifta Fitriyana Naiheli, Rista Gonaria Narisistiwi, Meila Novita Wulandari Nurani, Putri Ana Permadi, Bayu Puspitaningnala, Diva Rifdah Rizkia Puspitaningnalac, Diva Rifdah Rizkia Rahman, Rizqi Maulana Rinaldi Rinaldi Siska Wulandari, Siska Sujoko Sujoko Sunarto Sunarto Supriyani, Yayan Syamsudin Syamsudin Triana, Dewi Widiyanti, Anik Widya Sari