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All Journal AGRIKA Jurnal Mirai Management Syntax Literate: Jurnal Ilmiah Indonesia J-MAS (Jurnal Manajemen dan Sains) SEIKO : Journal of Management & Business Equilibria Pendidikan : Jurnal Ilmiah Pendidikan Ekonomi Gorontalo Management Research Almana : Jurnal Manajemen dan Bisnis Jurnal Administrasi dan Manajemen Buana Ilmu Journal of Economics and Business Aseanomics Management Studies and Entrepreneurship Journal (MSEJ) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Manajemen dan Bisnis Kreatif Journal of Management and Bussines (JOMB) Jurnal Pengabdian kepada Masyarakat Nusantara Economicus: Jurnal Ekonomi dan Manajemen JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Social Research Jurnal Ekonomika Dan Bisnis Jurnal Buana Pengabdian IPTEK: Jurnal Hasil Pengabdian kepada Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Journal of Economics and Management Research
Netti Nurlenawati
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The Influence of Influencer Marketing and Price Discount on Online Purchasing Decisions in the Shopee Marketplace Desi Nurmala; Netti Nurlenawati; Dexi Triadinda
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.329

Abstract

Influencer marketing and price discounts are two marketing strategies that are most often used to drive consumer purchasing decisions in the digital era, especially on marketplace platforms such as Shopee. Influencer marketing refers to promotional efforts made by influential individuals to influence their audience, while price discounts are price cut strategies that provide added value directly to consumers. This study aims to analyze the influence of influencer marketing and price discounts on online purchasing decisions in the Shopee marketplace. The research method used is quantitative descriptive with a verification approach. Data were collected by distributing online questionnaires to 105 respondents selected using purposive sampling techniques. The data analysis technique used multiple linear regression with the help of SPSS version 26 software. The results of the study showed that influencer marketing and price discounts have a positive and significant effect on purchasing decisions, both partially and simultaneously. This finding confirms that a marketing strategy that combines collaboration with credible influencers and providing attractive price discounts can be an effective combination in increasing consumer purchasing decisions. The implication of this study is the importance for business actors in the marketplace to design adaptive and integrated marketing strategies in order to compete optimally amidst increasingly tight digital competition.
Implementation of Social Media as an Effort to Improve T-Shirt Product Purchase Decisions at Adiva Digital Printing Nadhila Putri; Netti Nurlenawati; Dexi triadinda
International Journal of Economics and Management Research Vol. 3 No. 2 (2024): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i2.581

Abstract

This study aims to analyze how social media marketing strategies influence consumer purchasing decisions at Adiva Digital Printing. The research was motivated by the increasing role of digital platforms in shaping consumer behavior, particularly in the competitive MSME sector. A qualitative research approach was applied, involving in-depth interviews with key informants, direct observation of marketing activities, and documentation analysis. The findings reveal that social media platforms such as Facebook, Instagram, and WhatsApp significantly contribute to influencing purchasing decisions. Key factors include ease of access to information, detailed and attractive product descriptions, and active interactions between the business and consumers, which foster engagement and trust. Despite these positive aspects, the current marketing strategy is not yet fully optimized, as reflected by a conversion rate of only 30%. A SWOT analysis was conducted to identify internal and external factors, highlighting strengths in product quality and competitive pricing, while weaknesses were found in limited promotional efforts and low content variation. Opportunities exist in the growing use of social media among consumers, while threats include strong competition from similar businesses. This study concludes that optimizing social media marketing strategies—such as leveraging advanced features, improving responsiveness, and producing creative, engaging content—can significantly enhance customer loyalty and drive higher sales conversions. These improvements are essential for supporting sustainable growth in the MSME sector. Furthermore, this research is expected to serve as a practical reference for other MSMEs seeking to utilize social media effectively as a strategic marketing tool.
The Influence of Live Streaming and Digital Payment on Hat Purchasing Decisions in Tiktok Benaya Mikhael Wijaya; Netti Nurlenawati; Dexi triadinda
International Journal of Economics and Management Research Vol. 3 No. 2 (2024): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i2.586

Abstract

This study aims to analyze the influence of live streaming and digital payment systems on purchasing decisions for hats on the TikTok platform. Live streaming has emerged as an effective marketing strategy to increase real-time interaction between sellers and buyers, creating a sense of trust, engagement, and immediacy that traditional online marketing often lacks. Meanwhile, digital payment systems play a crucial role in facilitating smooth and secure financial transactions, reducing barriers in the purchasing process, and enhancing consumer convenience. The research employed a quantitative approach with a survey method as the primary data collection instrument. A total of 96 TikTok users who had purchased hats through live streaming sessions and utilized digital payment systems participated as respondents. Data were analyzed using multiple linear regression to test the hypotheses. The findings indicate that both live streaming and digital payment systems have a statistically significant effect on purchasing decisions. These results highlight the synergistic relationship between interactive marketing and transaction convenience, showing that when combined, they substantially increase purchase intentions and conversions on e-commerce platforms. The study concludes that business actors should prioritize the integration of live streaming features with optimized digital payment options to improve competitiveness, strengthen customer trust, and foster loyalty in the highly dynamic digital marketplace.
The Influence of Organizational Culture and Work Discipline on Employee Performance at PT. Jasamarga Tollroad Operator Jakarta - Cikampek Branch Selvyana, Ajeng Amelda; Nurlenawati, Netti; Anggela, Flora Patricia
Journal of Social Research Vol. 2 No. 10 (2023): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v2i10.1409

Abstract

With the entry of the Industrial Revolution 4.0, PT. Jasamarga Tollroad Jakarta-Cikampek Branch Operator must be swift to face all challenges and uncertain changes in business direction. To manage and strengthen the viability of a company, businesses must continue to evolve and innovate in the human resources function. The purpose of this study is to identify and evaluate how organizational culture and work discipline impact employee productivity at PT Jasamarga Tollroad Operator Jakarta-Cikampek Branch. This study used quantitative, descriptive, and verification methodologies. Cluster random sampling is used as a sampling method in these investigations. 478 employees make up the population, while 120 responses make up the sample. Multiple linear regression analysis with SPSS is the method used in processing this research data. Overall work discipline, company culture, and employee performance all fall into the "good" category, according to the findings. The findings of the analysis show that the factors that influence work discipline and organizational culture both positively and significantly affect employee performance. Employee performance is simultaneously positively and significantly influenced by organizational culture and work discipline.
Studi Komparatif Pemasaran Offline Store dengan Pemasaran Online B2C pada UMKM Warbaks Sotang Mozarella di Rengasdengklok Fitriansyah, Andi; Nurlenawati, Netti; Triadinda, Dexi
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (464.534 KB) | DOI: 10.36418/syntax-literate.v8i4.11653

Abstract

Permasalahan usaha mikro kecil dan menengah (UMKM) pada saat ini banyak yang tidak berkembang terutama pada masa pandemi (COVID-19). Penyebabnya volume penjualan menurun drastis. pemasaran online B2C menjadi salah satu solusi bagi para pelaku usaha salah satunya UMKM Warbaks SoTang Mozarella selain menggunakan pemasaran offline sejak tahun 2021 UMKM ini sudah menggunakan pemasaran online B2C dengan memanfaatkan media Instagram, Facebook dan Gofood. Penelitian ini bertujuan untuk mengetahui, menganalisis dan menjelaskan strategi pemasaran yang efektif melalui dua metode yaitu dengan metode pemasaran offline maupun pemasaran online B2C. Jenis penelitian ini merupakan jenis penelitian kuantitatif. Berdasarkan hasil analisis dan penelitian yang sudah dilakukan, menunjukkan bahwa strategi pemasaran offline di UMKM SoTang Mozarella lebih efektif dibandingkan strategi pemasaran online. Konsumen lebih menyukai membeli langsung ke tempat Warbaks SoTang Mozarella dibandingkan memesan secara online.
Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Mie Gacoan Galuh Mas Karawang Dessy Septia Azzarah; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2485

Abstract

Nowadays, many culinary businesses have emerged with various characteristics and uniqueness, accompanied by the number of restaurants that continue to appear, which can be a threat as competition becomes increasingly fierce. This research was carried out with the aim of evaluating the impact of product and service quality on customer satisfaction at Mie Gacoan Galuh Mas Karawang. The research approach used was quantitative with Purposive Sampling, involving 96 respondents who were customers of the restaurant, selected using the Lemeshow formula. Hypothesis testing and multiple linear regression analysis to interpret data. From the research results, it is proven that product quality (X1) and service quality (X2) have a significant impact on customer satisfaction at Mie Gacoan Galuh Mas Karawang. In addition, simultaneously, (X1) and (X2) are also very significant for increasing customer satisfaction (Y). Data analysis shows that the Adjusted R Square value reached 0.763, indicating that 76.3% of the variation in customer satisfaction at Mie Gacoan Galuh Mas Karawang can be explained by the variables of product quality and service quality provided.
Pengaruh Fashion Involvement dan Hedonic Shopping Motivation Terhadap Impulse Buying pada Retail Fashion Uniqlo di Karawang Fadhilah Fatin; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2487

Abstract

The aim of the research is to analyze impulse buying (IB) at Uniqlo fashion retail in Karawang which can be influenced by fashion involvement (FI) and hedonic shopping motivation (HSM). Using a quantitative approach with a verification survey method. Data analysis was carried out using the path analysis method or path analysis with smart pls. Research shows that fashion involvement (FI) and hedonic shopping motivation (HSM) have a significant and positive effect. However, there is no direct effect between fashion involvement (FI) and impulse buying (IB), but there is a direct effect between hedonic shopping motivation (HSM) and impulse buying (IB). Apart from that, it was also found that there was direct effect between fashion involvement (FI) and impulse buying (IB) through hedonic shopping motivation (HSM). The conclusion was that the higher a person's level of fashion involvement (FI) and hedonic shopping motivation (HSM), the higher the possibility of them doing impulse buying (IB) at Uniqlo fashion retail in Karawang. The implications of this research can provide insight for fashion retail managers to better understand consumer behavior in the context of impulse buying (IB) and consider appropriate marketing strategies to increase sales.
Pengaruh Disiplin Kerja dan Beban Kerja Terhadap Kinerja Karyawan: Survei pada Karyawan PT. Sicepat Ekspres Cabang Karawang Sakinah; Netti Nurlenawati; Flora Patricia Anggela
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2533

Abstract

Kompetisi pada masa kesejagatan terus menjadi hari jadi terus menjadi kencang, manajemen pangkal energi orang jadi salah satu aspek berarti yang terdapat serta wajib diatur dengan bagus oleh arahan industri dalam melaksanakan aktivitas industri. Berartinya pangkal energi orang ataupun karyawan dalam sesuatu badan yang ialah kunci dalam memastikan kemajuan industri tidak bebas dari kemampuan yang diserahkan oleh pegawai itu sendiri. Kemampuan ataupun penampilan pegawai yang baik hendak berbanding lurus dengan kemajuan bidang usaha industri.
Pengaruh Kompensasi dan Motivasi Kerja Terhadap Kinerja Karyawan: Survei pada Karyawan Restoran dan Pemancingan Mang Ajo Karawang Ade Dwi Priptiyani; Netti Nurlenawati; Flora Patricia Anggela
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2553

Abstract

The purpose of this study was to determine the effect of compensation and work motivation on employee performance at Mang Ajo Fishing and Restaurant. The research method used in this research is quantitative with descriptive and verification. The sampling technique in this study was 60 people. There is a low relationship between compensation and work motivation from a correlation analysis of 0.227. The t test shows that the t value for compensation is 7.468 and the t value for work motivation is 0.538, all of which show greater t table is 2.002. The F test obtained Fhitung 30.57> Ftabel 3.15 or the significance level (sig) 0.000 <0.05 so that the hypothesis that compensation and work motivation together have an effect on employee performance at Mang Ajo Restaurant and Fishing.
Efektivitas Strategi Pemasaran dalam Membangun Kepercayaan Pengguna Pada BKKBISA Atika Dwi Mabruroh; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2572

Abstract

In maintaining the growth of a business, efforts are needed to develop effective marketing strategies including digital marketing with the marketing mix method and strategies in increasing user trust. This study aims to determine the effectiveness of marketing strategies in building BKKBISA user trust. The research method used was a qualitative approach, data collection techniques were carried out by interview, observation, and documentation with the director of PT TNR Solution Indonesia, BKKBISA users, and HR. Sinergia (BKKBISA partnership). The results of this study indicate that the marketing strategy carried out by BKKBISA in building user trust is with product strategy, price, place, promotion, people, process, and physical evidence. In addition, stratregies are also used in increasing consumer confidence, such as ability, benevolance, and integrity. From the application of these strategies, it was found that the marketing strategy carried out was effective, this was evidenced by the increase in the number of BKKBISA users from before, namely from 516,861 users in early November 2023 to 546,539 users in December 2023. This increase has a good effect on the development of the company
Co-Authors Ade Dwi Priptiyani Aji Tuhagana Andre Baskara Anggela, Flora Patricia Anwar Fauzi Rohman Asmanur Jannah Atika Dwi Mabruroh Baskara, Andre Benaya Mikhael Wijaya Benny Gunawan Citra Savitri Cutisah Dadan Jaelani Depi Prihamdani Desi Nurmala Dessy Septia Azzarah Dexi Triadinda Eka Ashri Nurhamidah Eko Aprianto Elakarci, Rizky Ramadevi Fadhilah Fatin Faris Albaniya Farizzy Azwar Setia Putra Fatimah, Apsari Indriani Fitriansyah, Andi Flora Patricia Anggela Hanifia Syahana Husen, Aliyah Laksono, Rommy Andhika Lubis, Haya Maharani Maman Mulya Karnama Mohamad Ulinnuha, Mohamad Mujahidin, Ahmad Nuril Nadhila Putri Nasihin, Ihsan Neni Sumarni NENI SUMARNI, NENI Nimih - Nova Yulia Pelangi, Dina Reira Pertiwi, Anggun Pertiwi, Mega Dyah Pratiwi, Yunita Dwi Rahmi Yuliandhari Rieke Retnosary Rifqi Azhar Faqih Sakinah Sanjaya, Mochamad Ismail Sari, Regina Mutiara Selvyana, Ajeng Amelda Stivani, Cici Sudrajat, Putri Alviyana Dewi Suherman, Enjang Sulastri, Dini Sungkono Triadinda, Dexi Wanta, Wanta Widodo, Ismail Nur Yudha Rahman, Shandikha Arya