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Widagdo, Herry
Jurusan Manajemen Universitas Multi Data Palembang
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Strategi Minat Beli Generasi Z Pada TikTok Shop di Kota Palembang Oktayandi, William Efrans; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15272

Abstract

This study aims to examine the influence of content marketing, influencer marketing, brand image, and sales promotion on Generation Z’s purchase intention among TikTok Shop user in Palembang City. This research employs a quantitative approach using a survey method. The sampling technique applied was probability sampling with a cluster sampling method, resulting in 240 respondents. Data were analyzed using multiple linear regression with SPSS version 26. The partial test result indicate that content marketing, influencer marketing, brand image, and sales promotion each have a positive and significant effect on purchase intention. Simultaneously, all independent variables significantly influence purchase intention. This study concludes that effective digital marketing strategies implemented through TikTok Shop play an important role in increasing Generation Z’s purchase intention.
Pengaruh Testimonial, Electronic Word Of Mouth (E-WOM) dan Shopping Lifestyle Terhadap Impulse Buying Gen Z pada Pengguna Tokopedia Palembang Pratama, Felix Melvin; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15410

Abstract

The rapid growth of business in Indonesia especially on e-commerce has significantly influenced consumer purchasing behavior, particulary on among generation z, who tend to enganged in impulse buying. This research aims to analyze the effect of testimonials, flash sales, electronic wrd of mouth, shopping lifestyle on impulse buying among generation z as users Tokopedia in Palembang city, this research adopt a quantitative approach with a casual research design. The sampling technique used is a cluster sampling, based on sub-dictrict areas in Palembang city, for the result is 200 respondens has aged 15-30 years who have previously made purchased on Tokopedia. Data were analyzed using multiple linear regressions with IBM SPSS software, the results is a variable testimonial, electronic word of mouth, shopping lifestyle have a positive and significant effect on impulse buying, while flash sale do not have a significant and positive effect. The adjusted R square vale is 38,2% that means independent variable explain 38,2% of the variation in impulse buying, while the remaining percentage is influence by other factors not examined in research.
Pengaruh Harga, Distribusi, WOM, dan Citra Merek Terhadap Keputusan Pembelian Bistro Bahagia Mayhendra, Frendy Mayhendra; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15443

Abstract

This study aims to examine the Influence of Price, Distribution, Word of Mouth and Brand Image on Consumer Purchasing Decisions at the Bistro Bahagia Restaurant in Palembang City, both Partially and Simultaneously. The technique used for data collection is by distributing Questionnaires with a Likert Scale, with a total of 230 Respondents. The type of research used in this study is a Quantitative Approach. The sampling technique uses Non-Probability Sampling using the Accidental Sampling Technique. Data processing of this study uses SPSS 26 Software. The results of this study indicate that Partially, the Price Variable (X1), Distribution (X2), and Brand Image (X4) have a Positive and Significant influence on Consumer Purchasing Decisions. Meanwhile, the Word of Mouth Variable (X3) has a Positive and Insignificant influence on Consumer Purchasing Decisions. This study simultaneously shows that all Independent Variables used, namely Price (X1), Distribution (X2), Word of Mouth (X3), Brand Image (X4) have an influence on Consumer Purchasing Decisions.
Determinasi DETERMINASI MINAT BELI KONSUMEN MELALUI CITRA MEREK, HARGA, LOKASI, DAN PROMOSI PENJUALAN PADA FRESH ULU PALEMBANG Wijaya, M Nanda; widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15456

Abstract

This study aims to analyze the influence of Brand Image, Pricing, Location, and Sales Promotion on Purchase Intention at Fresh Ulu Palembang. The research method used was quantitative with a descriptive approach. Data were obtained through questionnaires distributed to the public in Palembang. Data analysis was performed using IBM SPSS Statistics 25 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, hypothesis tests, and coefficient of determination tests. The results indicate that Brand Image, Pricing, Location, and Sales Promotion have a significant effect, both partially and simultaneously, on Fresh Ulu Palembang. The implications of this study are expected to provide considerations for companies in formulating strategies to improve Brand Image, Pricing, Location, and Sales Promotion on purchase intention at Fresh Ulu Palembang on a sustainable basis.
Determinasi Kepuasan Pelanggan mengenai Citra Merek, Atmosfer dan Harga Pada Restoran Sop Khas Djakarta Bang Rio Kenten di Palembang kosim, satthya putra; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15474

Abstract

This study aims to examine the influence of Brand Image, Atmosphere and Price on Customer Satisfaction of Sop Khas Djakarta Bang Rio Kenten Restaurant in Palembang partially and simultaneously. The technique used for data collection is by distributing questionnaires with a Likert scale, with a total of 200 respondents based on the Roscoe Formula Method. The type of research used in this study is a quantitative approach. The sampling technique uses non-probability sampling using Purposive Sampling techniques. Data processing of this study uses SPSS 26 software. The results of the study show that brand image has a positive and significant influence, while atmosphere and price have a negative and insignificant influence on customer satisfication.
Analisis Determinan Kepuasan Pelanggan Pada Hotel Wyndham OPI Palembang Yohanes, Andre; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15506

Abstract

This study aims to analyze the determinants of customer satisfaction at Wyndham OPI Palembang Hotel involving four factors, namely service quality, price, brand image, and customer experience. A quantitative approach was employed using a questionnaire based survey. Data were collected from 220 hotel guests who had stayed at least twice through purposive sampling. The data were analyzed using multiple linear regression. The results indicate that service quality, price, and customer experience have a positive and significant effect on customer satisfaction, while brand image has no significant effect. Simultaneously, all independent variables have a significant effect on customer satisfaction. These findings suggest that customer satisfaction in star-rated hotels is influenced by service related aspects, pricing, and overall customer experience.
Strategi Impulse Buying Pada E-Commerce TikTok Shop di Kota Palembang Putri, Zalikha Adelia; Widagdo, Herry
MDP Student Conference Vol 5 No 1 (2026): The 5th MDP Student Conference 2026
Publisher : Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/mdp-sc.v5i1.15510

Abstract

This study aims to analyze the influence of Sales Promotion, Live Streaming, Shopping Lifestyle, Hedonic Shopping Motivation on Impulse Buying in e-commerce TikTok Shop in Palembang City. This study uses a quantitative approach with a survey method through the distribution of questionnaires to respondents spread across 18 sub-districts in Palembang City, with a total of 230 respondents. The sampling technique used is probability sampling with the cluster sampling method. The research data was analyzed using multiple linear analysis with the help of SPSS software version 26. The results of the study show that partially or simultaneously, the four independent variables have a positive and significant effect on variable dependent impulse buying. Thus, the increase in consumers' implied purchases on TikTok Shop can be driven through effective promotional strategies, optimization of live streaming activities, understanding of consumers' shopping lifestyles, and the creation of shopping experiences that provide pleasure and emotional satisfaction.
Co-Authors Agustriyanto Agustriyanto Agusty, Reza Madira Aldi Prabowo Arief Aldrian, Axelking Alexander Tanugraha Apriyanti, Berliana Ayu, Charisma Beverly, Cindy Charisma Ayu Pramuditha Darmawan, Riki Decenvil, Celvin Edo Saputra Fajar, Muhamad faradila meirisa Febriyanti, Sania Eka Hendry, Kelvin Jefri Jefri Juniar Ayu Tantilofa Kardinal, Kardinal Kardinal, Kardinal Karyani, Karyani kevin adrian chandra kosim, satthya putra Lidia Aprianti Marcella, Katherine Marchelino, Wendy Mayhendra, Frendy Mayhendra Mulia, Edo Saputra Novita Novita Oktayandi, William Efrans P, Charisma Ayu Pratama, Felix Melvin Pratiwi, Raisa Putri, Zalikha Adelia Retno Budi Lestari Sanora, Cshelly Santoso, Renaldi Ari Saputra, David Stevrando Septiani, Nandini Tri Sugiyanto Sugiyanto Sumantri, Venny Novitasari Venny Novitasari Sumantri Wijaya, M Nanda Yohanes, Andre Yulizar Kasih