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All Journal Jurnal Pengabdian Dharma Wacana Bima Journal : Business, Management and Accounting Journal Seandanan: Jurnal Pengabdian pada Masyarakat Civitas Consecratio: Journal of Community Service and Empowerment Ragom Jurnal Pengabdian Masyarakat Jurnal Kompetitif Bisnis Proceedings of The International Indonesia Conference on Interdisciplinary Studies
Hani Damayanti Aprilia
Universitas Lampung
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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The Purchase Decisions on the Shopee Marketplace: The Role of Price, Promotion, and Brand Image in the Student Segment Desta Saputra; Hartono; Hani Damayanti Aprilia
Jurnal Kompetitif Bisnis Vol. 4 No. 2 (2026): Jurnal Kompetitif Bisnis
Publisher : Jurusan Administrasi Bisnis, FISIP, Universitas Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.0120/jkb.v4i2.509

Abstract

Perkembangan pesat teknologi informasi telah memberikan pengaruh yang besar terhadap berbagai aspek kehidupan manusia, khususnya dalam perubahan pola konsumsi dan kebiasaan berbelanja masyarakat. Shopee, sebagai salah satu platform e-commerce terkemuka, memanfaatkan kemajuan tersebut dengan menawarkan berbagai strategi pemasaran seperti penetapan harga yang kompetitif, program promosi yang menarik, serta pembangunan citra merek yang kuat, yang secara langsung dapat memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh harga, promosi, dan citra merek terhadap keputusan pembelian pada marketplace Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian explanatory. Populasi pada penelitian ini adalah mahasiwa Universitas Lampung. Pengambilan sampel menggunakan teknik sampel non probability sampling dengan metode purposive sampling sebanyak 100 responden. Data dikumpulkan dengan cara menyebarkan kuisioner secara online lalu dianalisis dengan statistik deskriptif, regresi linear berganda, uji asumsi klasik, dan uji hipotesis serta menggunakan fitur-fitur yang tersedia dalam program SPSS 27. Hasil penelitian ini menunjukkan variabel harga, promosi, dan citra merek secara parsial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian pada marketplace Shopee. Selanjutnya, variabel harga, promosi, dan citra merek secara simultan berpengaruh positif terhadap keputusan pembelian pada marketplace Shopee.
Effect of Rebranding and Product Quality on Consumer Loyalty Through Consumer Satisfaction at Mako Cake and Bakery Kanesha Sepdwita Nefri; Nur Efendi; Hani Damayanti Aprilia
BIMA Journal (Business, Management, & Accounting Journal) Vol. 7 No. 1 (2026)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.7.1.53-66

Abstract

Purpose: This research aims to determine the effect of rebranding and product quality on consumer loyalty mediated by Mako Bakery consumer satisfaction. Methodology: A quantitative approach was used, population in this research were Mako Cake and Bakery consumers in Indonesia. The sampling technique was determined using purposive sampling of 385 respondents obtained from the results of distributing questionnaires. The data analysis using Partial Least Square (PLS) with SmartPLS4. Results: The results show that both rebranding and product quality significantly influence consumer satisfaction. However, consumer loyalty is only directly affected by rebranding and consumer satisfaction, while product quality indirectly influence loyalty through satisfaction. Findings: The research highlights that rebranding play a more significant role in consumer loyalty than product quality, which only indirectly affect loyalty through their impact on consumer satisfaction. Novelty: This research contributes to consumer behavior literature and the role of rebranding and product quality in customer loyalty mediated by satisfaction, particularly focusing on the bakery industry. Originality: This study is original in its focus on the large bakery industry. Conclusion: The research recommends that businesses prioritize effective rebranding and maintain product quality, to ensure a positive shopping experience to enhance consumer loyalty. Type of Paper: Research paper
Co-Authors Akgis Cahya Ningtyas Arif Sugiono Assyifa Salsabila Belly Rama Doni Dadang Karya Bhakti Damayanti Damayanti Deddy Aprilani Desta Saputra Dian Komarsyah Hartono Hartono Hartono Ita Prihantika Jeni Wulandari Kanesha Sepdwita Nefri Mediya Destalia Moch. Johan Pratama NUR EFENDI nurul utami Pandu Muhammad Ridho Riska Afriliani