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All Journal Sains: Jurnal Manajemen dan Bisnis Seminar Nasional Informatika (SEMNASIF) Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Jurnal REKOMEN (Riset Ekonomi Manajemen) Bisma: Jurnal Bisnis dan Manajemen J-MKLI (Jurnal Manajemen dan Kearifan Lokal Indonesia) Conference on Innovation and Application of Science and Technology (CIASTECH) Jurnal Ilmiah Manajemen Kesatuan West Science Journal Economic and Entrepreneurship
Wisnalmawati -
UPN Veteran Yogyakarta
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Journal : Jurnal REKOMEN (Riset Ekonomi Manajemen)

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The Effect Of Price, Transaction Security, Online Consumer Review, and Viral Marketing on Purchase Decision in E-Commerce Shopee Aulia Safira Sholichin; Wisnalmawati Wisnalmawati
Jurnal REKOMEN (Riset Ekonomi Manajemen) Vol 4, No 2 (2021)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rn.v4i2.3873

Abstract

This study aims to determine the effect of price, transaction security, online consumer reviews, and viral marketing on purchase decisions in e-commerce shopee (a survey of students domiciled in Sleman). The sampling technique used in this study is accidental sampling, provided that 100 respondents have made a purchase in the e-commerce Shopee. The analysis technique used is multiple linear regression analysis. From the results of this study it is known that price, transaction security, online consumer reviews, and viral marketing together (simultaneously) have an effect on purchase decisions in e-commerce Shopee among students domiciled in Sleman at a significance level of 0.00 <0.05 and The Adj R square value is 65.9%, meaning that the variable price, transaction security, online consumer review, and viral marketing is able to explain 65.9% of the purchase decision variable and the remaining 34.1% or 0.341 is influenced by variables outside of this study. Then partially, the four variables consisting of price, transaction security, online consumer review.
Ease of Communication as Mediating the Effect of Instagram Social Media on Purchase Intentions on the Marketplace Wisnalmawati Wisnalmawati; Agus Sasmito Aribowo; Dipo Hardi Dewantoro; Preya Alvita Yasmine; Olinda da Conceicao
Jurnal REKOMEN (Riset Ekonomi Manajemen) Vol 5, No 1 (2021)
Publisher : Universitas Tidar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/rn.v5i1.4344

Abstract

ABSTRACT. Marketing using digital media on the internet has become a necessity in the era of industrial technology 4.0. The Covid-19 pandemic has caused a shift in consumer behavior. Usually face to face changes to online shopping. UMKM Kuncup Seruni is a company that manufactures herbs and herbs from agricultural and plantation products. MSME Sri Rejeki is engaged in processing salak fruit products into various types of food, drinks, and snacks. The two MSME partners have produced many products. MSME's marketing reach is only local and promotions only rely on MSME exhibitions and showrooms that are available in the hope that consumers will come directly to the location. After the COVID19 pandemic, the number of visitors decreased drastically so that sales also decreased. The purpose of this study is to analyze the influence of Instagram social media on purchase intentions on Marketplace and analyze the influence of Instagram social media on purchase intentions on Marketplace mediated by the ease of communication. The novelty that emerged in this research is to develop the ease of communication so that the ease of communication is a very important concept to increase purchase intention. The research method related to the unit of analysis of this research is the consumers of UMKM Seruni and Sri Rejeki. The sample is 60 consumers, the sampling technique uses accidental, data collection uses a questionnaire (google form), conducts validity and reliability tests. The analysis technique uses the model of Structural Equation Modeling with PLS (Partial Least Square). Data analysis is descriptive and quantitative analysis. The results showed that there was no significant and significant effect of Instagram social media on purchase intentions on the Marketplace. The influence of Instagram social media on purchase intention is mediated by the ease of communication
Co-Authors Agus Sasmito Aribowo Anik Rohmatul Fudla Aulia Safira Sholichin Dipo Hardi Dewantoro Dipo Hardi Dewantoro Dyah Sugandini Hadi Oetomo Heru Tri Sutiono Muhammad Azhar Nur Zakiyah Mukarromah Olinda da Conceicao Preya Alvita Yasmine Qisthi Larasati Ratna Raninda Sri Kussujaniatun Surpiko Hapsoro Darpito Theresia Omiwa Oktariani Winarno Winarno Yuni Istanto Yuni Istanto