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Dian Primanita Oktasari
Universitas Mercu Buana
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Optimization of digital marketing strategy through e-commerce is increasing SME sales Batik Cikadu, Tanjung Lesung, Pandeglang Prita Prasetya; Winda Widyanti; Riska Rosdiana; Febrina Mahliza; Dian Primanita Oktasari
Priviet Social Sciences Journal Vol. 2 No. 3 (2022): March 2022
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v2i3.174

Abstract

Digital marketing is one strategy that business actors can do to promote their business. This community service activity is in the form of training on optimizing digital marketing strategies through E-commerce to increase sales of SME Batik Cikadu, Tanjung Lesung, Pandeglang. Batik Cikadu is one of the creative industries that has experienced a decline in sales due to the pandemic. This training was held face-to-face in the Tanjung Lesung Special Economic Zone (SEZ), Pandeglang Regency, Banten. The training method is in the form of material presentation, followed by discussion and question and answer. The results of this training show the participants' enthusiasm by providing understanding and practical examples in making marketing strategies through social media. With this activity, each group member gains knowledge and experience in digital marketing through e-commerce to make it easier for SMEs to increase brand knowledge to consumers and sales.
Mengungkap Faktor-Faktor Pendorong Penggunaan Beli Sekarang Bayar Nanti: Bukti dari Investor Generasi Z di Jakarta Riska Rosdiana; Sik Sumaedi; Winda Widyanty; Febrina Mahliza; Dian Primanita Oktasari
Jurnal Bisnis Islam dan Kewirausahaan Vol 5 No 1 (2026): Journal of Islamic Business and Entrepreneurship (JIBE)
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Islam Raden Rahmat Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33379/jibe.v5i1.8123

Abstract

The rapid rise of Buy Now Pay Later (BNPL) services has transformed consumer behavior, especially among Generation Z as digital natives. This study investigates the influence of financial literacy, risk perception, interest rate perception, social environment, and religiosity on BNPL usage among Generation Z investors in Jakarta. Using a sample of 200 respondents aged 17 and above, data were analyzed with structural equation modeling–partial least squares (SEM-PLS). The results show that financial literacy, risk perception, and education level do not significantly affect BNPL usage, as financially literate and risk-averse students tend to avoid BNPL altogether. In contrast, interest rate perception significantly influences BNPL usage, where respondents view flexible installment terms as acceptable despite higher costs. These findings extend the Theory of Planned Behavior in the context of fintech adoption and provide insights for fintech firms and regulators to design transparent products, strengthen consumer protection, and enhance financial literacy for responsible BNPL usage.
Co-Authors Aditya Fitriani Dafit Feriyanto Febrina Mahliza Fransisca Listyaningsih Utami Jihan Lathifah Khairunnisa Prita Prasetya Riska Rosdiana Riska Rosdiana Ryani Dhyan Parashakti Sely Megawati Wahyudi Sik Sumaedi Tanjung, Putri Renalita Sutra Uly Amrina Verra Theresia Nikodemus Wieta Chairunesia Winda Widyanti Winda Widyanty