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All Journal Jurnal Ekonomi JIP (Jurnal Industri dan Perkotaan) Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi INFOKAM Daya Saing : Jurnal Ilmu Manajemen Jurnal EMT KITA Jurnal Dinamika Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) Jurnal Aplikasi Bisnis JURNAL PENDIDIKAN TAMBUSAI Jurnal Komunikasi Profesional Jurnal STIE Semarang (Edisi Elektronik) Procuratio : Jurnal Ilmiah Manajemen Jurnal Review Pendidikan dan Pengajaran (JRPP) Dinasti International Journal of Education Management and Social Science Jurnal Ilmiah Edunomika (JIE) Management Studies and Entrepreneurship Journal (MSEJ) SOLUSI Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Management - Small and Medium Enterprises (SME's) International Journal of Business, Law, and Education Jurnal Sosial dan Teknologi Bahtera Inovasi Devotion: Journal of Research and Community Service Jurnal Pengabdian kepada Masyarakat Jurnal Ekonomi KIAT Golden Ratio of Marketing and Applied Psychology of Business Indonesian Community Journal Bussman Journal : Indonesian Journal of Business and Management Jurnal Multidisiplin Madani (MUDIMA) Journal Of Human And Education (JAHE) Jurnal Ilmu Administrasi Negara Jurnal Economica: Media Komunikasi ISEI Riau Jurnal Manajemen Pemasaran dan Perilaku Konsumen Journal of Accounting Management Business and International Research Return : Study of Management, Economic and Bussines INJURITY: Journal of Interdisciplinary Studies Journal of Artificial Intelligence and Digital Business Eduvest - Journal of Universal Studies The Eastasouth Management and Business Innovative: Journal Of Social Science Research Eastasouth Journal of Impactive Community Services Jurnal Pengabdian West Science SABAJAYA Jurnal Pengabdian Kepada Masyarakat West Science Business and Management West Science Interdisciplinary Studies West Science Interdisciplinary Studies JAWI : Journal of Ahkam Wa Iqtishad JAAMTER : Jurnal Audit Akuntansi Manajemen Terintegrasi Journal of Management Accounting, Tax and Production West Science Social and Humanities Studies InJEBA : International Journal of Economics, Business and Accounting Commercium: Journal of Business and Management Ambidextrous : Journal of Innovation, Efficiency and Technology in Organization Indonesian Journal of Innovation Multidisipliner Research Epsilon : Journal of Management (EJoM) Journal of Management
Gatot Wijayanto
Universitas Riau
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Purchase Intention Model Determined by Tik-Tok Social Media Marketing and Product Knowledge through Price Discount as Intervening Variables Gatot Wijayanto; Jushemi Jushermi; Sri Wahyuni; Agnes Alvionita; Rahmat Junaidi; Arwinence Pramadewi
Interdiciplinary Journal and Hummanity (INJURITY) Vol. 2 No. 4 (2023): INJURITY: Journal of Interdisciplinary Studies.
Publisher : Pusat Publikasi Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58631/injurity.v2i4.59

Abstract

This study aims to determine the effect of social media marketing on tik-tok and product knowledge on purchase intention which is moderated by price discount on the shopee marketplace in Pekanbaru City. The respondents of this research are those who use the Shopee and Tiktok applications and have shopped online at the Shopee marketplace in Pekanbaru City. The primary data in this study were obtained from distributing questionnaires as an instrument to prove the results of the study and to test the proposed hypothesis. In this study, using the structural equation modeling (SEM) analysis method using Warp-PLS version 6.0 software. Sampling using the technique of Non Probability Sampling with Purposive Sampling procedure by taking a sample of 120 respondents. The results in this study indicate that: 1) Social Media Marketing has a positive and significant effect on Purchase Intention at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the pvalue in this study, which is <0.001 with a beta (?) value of 0.380, 2) Product Knowledge has a positive and significant effect on Purchase Intention at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the p-value in this study, which is <0.001 with a beta (?) value of 0.352, 3) Social Media Marketing has a positive and positive effect. significantly to Purchase Intention moderated by Price Discount at the Shopee Marketplace in Pekanbaru City, this is evidenced by looking at the p-value in this study, which is <0.001 with a beta () value of 0.280, 4) Product Knowledge has a positive and significant effect on Purchase Intention which is moderated by Price Discount on the Shopee Marketplace in Pekanbaru City, this is proven by by looking at the p-value in this study, which is 0.015 with a beta (?) value of 0.191
Pembentukan Niat Beli pada Live Streaming Commerce: Kajian Literatur Miftahul Jannah; Gatot Wijayanto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.9597

Abstract

Perkembangan teknologi digital telah mendorong munculnya live streaming commerce sebagai salah satu strategi pemasaran yang mengintegrasikan komunikasi pemasaran secara real-time dengan transaksi online. Model perdagangan ini menawarkan pengalaman berbelanja yang lebih interaktif, informatif, dan personal dibandingkan e-commerce konvensional. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi pembentukan niat beli konsumen dalam konteks live streaming commerce, khususnya peran live streamer, interaktivitas, media richness, dan kepercayaan konsumen. Penelitian ini menggunakan pendekatan Narrative Literature Review dengan menelaah berbagai artikel jurnal nasional dan internasional yang relevan, kemudian disintesis secara tematik untuk memperoleh pola hubungan antarvariabel. Hasil kajian menunjukkan bahwa live streamer berperan dalam membangun kredibilitas, daya tarik, serta efektivitas komunikasi pemasaran. Interaktivitas terbukti meningkatkan keterlibatan, rasa keterhubungan, serta partisipasi konsumen selama siaran berlangsung. Media richness membantu konsumen memperoleh informasi produk yang lebih lengkap, jelas, dan meyakinkan sehingga dapat mengurangi ketidakpastian dalam pengambilan keputusan pembelian. Selain itu, kepercayaan konsumen menjadi faktor kunci yang memperkuat pengaruh berbagai stimulus pemasaran terhadap niat beli, sekaligus menjadi mediasi penting dalam proses pembentukan keputusan. Penelitian ini memberikan kontribusi teoritis dalam memperkaya kajian perilaku konsumen pada lingkungan live streaming commerce serta memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran digital yang lebih efektif. Selanjutnya, penelitian ini juga merekomendasikan perlunya kajian empiris lanjutan untuk menguji model konseptual secara kuantitatif pada berbagai platform dan kategori produk.
Hubungan Place dan Price Dalam Pembentukan Model Keberhasilan Bisnis: Kajian Literatur Indah Novi Yani; Gatot Wijayanto
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.9659

Abstract

Penelitian ini bertujuan menganalisis hubungan antara place dan price dalam pembentukan model keberhasilan bisnis melalui pendekatan literature review kualitatif yang dilakukan secara sistematis. Sebanyak 15 artikel terbitan lima tahun terakhir dipilih berdasarkan relevansi dengan topik place, price, dan kinerja bisnis. Kajian dilakukan untuk mengidentifikasi pola temuan empiris terkait bagaimana lokasi dan harga memengaruhi keputusan konsumen, kepuasan, minat beli ulang, serta performa bisnis secara keseluruhan.Hasil telaah menunjukkan bahwa place memiliki kontribusi penting melalui aspek aksesibilitas, kenyamanan, visibilitas, serta daya tarik lokasi yang berfungsi meningkatkan peluang interaksi konsumen dengan produk atau layanan. Place juga terbukti memengaruhi persepsi kualitas dan pengalaman pelanggan, terutama pada sektor yang membutuhkan kontak langsung antara konsumen dan penyedia layanan. Sementara itu, price berperan dalam membentuk persepsi nilai, daya saing, kemampuan beli, serta sensitivitas konsumen terhadap variasi harga. Temuan berbagai penelitian memperlihatkan bahwa harga yang tepat tidak hanya mendorong keputusan pembelian, tetapi juga memengaruhi tingkat kepuasan dan loyalitas konsumen. Pada konteks industri tertentu, price bahkan menjadi variabel paling dominan dalam memicu perilaku pembelian. Analisis menyeluruh menunjukkan bahwa place dan price bekerja secara komplementer dalam memengaruhi keberhasilan bisnis. Keduanya saling mendukung dalam membentuk persepsi konsumen dan hasil akhir penjualan. Berdasarkan temuannya, penelitian ini mengembangkan model konseptual yang mengintegrasikan peran strategis place dan price sebagai elemen penting dalam membangun keberhasilan bisnis yang berkelanjutan.
The Influence of Income, Location, and Motivation on Subsidized Home Purchase Decisions at Adhitama Group in Pekanbaru City Novelia Henita; Z. Zulkarnain; Gatot Wijayanto
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 2 (2026): February - June
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i2.1393

Abstract

One of the government programs and facilities is subsidized housing for people seeking affordable housing, this is a solution for low-income people to have decent housing at affordable prices. This study aims to analyze the effect of income, location, motivation on the decision to purchase subsidized housing at Adhitama Group in Pekanbaru City with a population of 199 subsidized home buyers at Adhitama Group in Pekanbaru City. The determination of the sample refers to Slovin which produces a sample of 133 people using Simple Random Sampling. Data collection using a questionnaire with an ordinal measurement level (Likert scale). The data analysis technique uses Multiple Linear Regression. The validity test uses Pearson correlation product-moment, while the reliability test uses Cronbach Alpha. The results of the hypothesis test of this study indicate that: 1) Income affects the decision to purchase subsidized housing. 2) Location affects the decision to purchase subsidized housing. 3) Motivation affects the decision to purchase subsidized housing. Motivation has the greatest influence on the decision to purchase subsidized housing from other independent variables. 4) Income, location, and motivation influence the decision to purchase subsidized housing, meaning that the higher the consumer's income, strategic location, and consumer motivation, the higher the decision to purchase subsidized housing.
Co-Authors ', Taufiqurrahman A Halim Achmad Suhendra Hadiwijaya Ade Onny Siagian Adriansyah Adriansyah Adriansyah Afriani Fike Agnes Alvionita Agnes Alvionita Agnes Dini Mardani Agnes, Alvionita Ahmad Rifqi Aida Nursanti Aida Nursanti Aida Nursanti Aksa, Rojja Tri Alvionita, Agnes Aminudin, Rosihan Ana Bilgies Ana Fitriyatul Bilgies Ana Fitriyatul Bilgies, Ana Fitriyatul Andes Rahmat Fajrin Andiyana Randi Ando Fahda Aulia Andreas Siregar, Prima Andri Ardhiyansyah Andriya Risdwiyanto Annas, Annisa Nuraisyah Any Widyatsari Archristhea Amahoru, Archristhea arinduri Aini Arini Novalinda Arini Novandalina Arini Novandalina Arini Novandalina Arini Novandalina Arjang, Arjang Armelia Rahmasari Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Arwinence Pramadewi Aulya Anindita Pratiwi Bagus Irawan Bambang Purwoko Betty Betty cahyono, didik Cakranegara, Pandu Adi Deni, Normala Deny Setiawan Dian Pratiwi Dila Padila Nurhasanah Edyanus Herman Halim Eko Sudarmanto Eva Desembrianita Fadli, Mashur Fahriza, Fahriza Ferry WF Waangsir Fitri Fitri Nurul Maghfira Fitrien Ayuda Frans Sudirjo Furwanti Alvi Furwanti Alwie , Alvi Gema Asti Melinda Halek Mu'min Hamid Miftahurrahmi Harlen, Harlen Hendratri, Bhaswarendra Guntur Henni Noviasari Henni Noviasari Herdiyanti, Herdiyanti Hidayat Nurul I Putu Agus Dharma Hita Ida Bagus Made Wisnu Parta Ilham Ilham Indah Novi Yani Indra Prasetya Nasution, Indra Prasetya IRFANDI, NAZMUL Iswanto, Juni Isyandi, B. Johari Johari Joni, M. Jusatria, Jusatria Jushemi Jushermi Jushermi Jushermi Jushermi Jushermi - Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi, Jushermi Juwita Azizah Kennedy, Nurul Fadilla Khoiriyah - Leila Mona Ganiem Lesmana, Tera Lestari, Milla M. Addinul, Yuska Amri Mamusung, Robby Tanod Marhadi &#039; Marhadi Marhadi, Marhadi Marnis Marnis Marwan Effendi Marzolina Marzolina Marzolina Marzolina Marzolina Marzolina Mayang Sari Maylista, Sylvia Merakati, Indah Miftahul Jannah Mokhammad A'lan Tabaika Mu'min, Halek Muchlis Muh. Abduh Anwar Muh. Safar, Muh. Muhammad Asir Muhammad Harahap Muhammad Syafi’i Mutiara, Sri Yati Ni Komang Mela Tri Utari Ningsih, Rika Widia Nisyah, Habibah Tun Novelia Henita Noviasari Henni Novrianti, Dian Puspita Nur Alamsyah Nurhasanah, Dila Padila Oppy Riani Pahrijal, Rival Pertiwi, Triani Patra Pratama Anugrah Aditiya Pratama Eko Prima Andreas Siregar Primaroni, Oky Promalessy, Rika Putri, Aprila Rabbani, M Rizki Rahayu Danar Deny Rahmadani, Novi Rahmat Junaidi Rahmi Yanti Ramadhan Derizal Ramdhan Kurniawan Rendra Wasnury Restu Restu Restuti Sri Riko, Setiawan Pandu Rina Yuniarti, Rina Rini Suryani, Rini Robbi Rahim Rochimah Imawati Roni Afrian Pane Rosnelly Roesdi Rosyettii Rosyetti Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama Rovanita Rama S, Deswita Samsir Samsir Samsir Samsir Samsir Samsir, Samsir Samsir, S. Sehani Sehani Sehani Sehani Setiawan, Faldino Sharnuke Asrilsyak Siburian, Agus Santoso Sisti Nurjanah Siswahyudianto Siti Kariyah Sitorus, Kristina Permata Sari Solly Aryza Sri Endang Komita Sri Endang Kornita Sri Restuti Sri Wahyuni Sri Wahyuni Wildah Subroto, Desty Endrawati Suri Amilia Suroso Suroso Susanti Maya Suwandana, I Made Adi Syamsuri Syamsuri Syarif, Salsabila Al Qarirah Ibnu Tarigan, Antonia Elsa Febrina Taufiqurrahman Taufiqurrahman Tengku Firli Musfar Tera Lesmana Tri Widayati Triaji, Yudha Utami, Eva Yuniarti Victor Ringhard Pattipeilohy Wahyu Busro Wahyudin Rahman Wanda Laksniyunita Widya Handayani Widyatsari, Any Wiwik Dwi Sukpa, Wiwik Dwi Yani, Sulisti Yoggy Wahyudi Yoggy Wahyudi Yulfita Sari Magdalena Yutiandry Rivai Z. Zulkarnain Zainal Abidin Zulkarnain Zulkarnain