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All Journal Jurnal Ekonomi Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IJEBA (International Journal of Economic, Business & Applications) Procuratio : Jurnal Ilmiah Manajemen SOLUSI International Journal of Business, Law, and Education Jurnal Bisnis Mahasiswa Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Management Accounting Business and International Research Return : Study of Management, Economic and Bussines Journal of Artificial Intelligence and Digital Business West Science Interdisciplinary Studies West Science Interdisciplinary Studies InJEBA : International Journal of Economics, Business and Accounting Commercium: Journal of Business and Management
Aida Nursanti
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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THE EFFECTIVENESS OF FLASH SALES AND ELECTRONIC WORD-OF-MOUTH ON CONSUMER BEHAVIOR: A QUANTITATIVE STUDY OF SHOPEE USERS IN PEKANBARU CITY Hidayat, Fakhri; Nursanti, Aida; Alvionita, Agnes; Siregar, Prima Andreas
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 2 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i2.5039

Abstract

This study aims to analyze the influence of Flash Sale promotions and electronic word-of-mouth (eWOM) on the purchase decisions and customer satisfaction of Shopee platform users in Pekanbaru City. This study employed a quantitative method with a Structural Equation Modeling (SEM) approach using SmartPLS 4.0. The sample consisted of 140 respondents who were Shopee users in Pekanbaru City and had made at least one purchase. The results indicate that Flash Sale promotions and eWOM have a positive and significant impact on purchase decisions. Purchase decisions also have a positive and significant effect on customer satisfaction. Additionally, purchase decisions significantly mediate the relationship between Flash Sale promotions, eWOM, and customer satisfaction. Thus, the more effective the Flash Sale promotions and the stronger the influence of eWOM, the higher the level of purchase decisions and customer satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh promosi Flash Sale dan electronic word-of-mouth (eWOM) terhadap keputusan pembelian dan kepuasan pelanggan pengguna platform Shopee di Kota Pekanbaru. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan SmartPLS 4.0. Sampel penelitian terdiri dari 140 responden yang merupakan pengguna Shopee di Kota Pekanbaru yang telah melakukan setidaknya satu kali pembelian di platform tersebut. Hasil penelitian menunjukkan bahwa promosi Flash Sale dan eWOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Keputusan pembelian juga memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, keputusan pembelian secara signifikan memediasi hubungan antara promosi Flash Sale, eWOM, dan kepuasan pelanggan. Dengan demikian, semakin efektif promosi Flash Sale dan semakin kuat pengaruh eWOM, semakin tinggi tingkat keputusan pembelian dan kepuasan pelanggan.
The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Noviani, Rima; Nursanti, Aida; Noviasari, Henni; Siregar, Prima Andreas
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

Abstract

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.
The Effect of Repurchase Intent on The Millennial Generation Through E-Word Of Mouth (E-WOM) As An Intervention Variable on E-Satisfaction and E-Trust In Bukalapak E-Commerce Wijayanto, Gatot; Jushermi, Jushermi; Nursanti, Aida; Rama, Rovanita; Rivai, Yutiandry
Return : Study of Management, Economic and Bussines Vol. 2 No. 3 (2023): Return : Study of Management, Economic And Bussines
Publisher : PT. Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/return.v2i03.80

Abstract

This study aims to evaluate the effect of repurchase intention on the millennial generation through e-word of mouth (e-WOM) as an intervention variable on e-satisfaction and e-trust in Bukalapak e-commerce. This study used quantitative approach and survey method using online questionnaire. The sample used was 185 respondents who were millennial generation users of Bukalapak. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of Partial Least Squares (PLS) software. The results showed that e-WOM has a significant positive influence on repurchase intent, e-satisfaction, and e-trust. In addition, repurchase intent also has a significant positive influence on e-satisfaction and e-trust. These findings suggest that e-WOM can be used as a strategy to increase repurchase intent, e-satisfaction, and e-trust in Bukalapak e-commerce. Therefore, Bukalapak needs to pay attention to and improve the quality of e-WOM that appears on their platform, as well as improve the quality of service and customer experience to strengthen customers' repurchase intent, e-satisfaction, and e-trust in the future.
Persepsi Kemudahan dan Manfaat Aplikasi E-Grocery dalam Pembelian Pangan Gatot Wijayanto; Jushermi; Rovanita Rama; Aida Nursanti; Yutiandry Rivai
Solusi Vol. 23 No. 2 (2025): April
Publisher : Fakultas Ekonomi, Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/slsi.v23i2.11895

Abstract

Penelitian ini bertujuan untuk menganalisis penerimaan konsumen Kota Pekanbaru terhadap belanja bahan makanan secara online melalui aplikasi e-grocery dengan menggunakan kerangka Technology Acceptance Model (TAM). Objek penelitian ini adalah 174 responden perempuan berusia 18 tahun ke atas yang pernah menggunakan layanan e-grocery. Pendekatan penelitian yang digunakan adalah kuantitatif deskriptif dengan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling-Partial Least Squares (SEM-PLS) melalui perangkat lunak SmartPLS 3. Hasil penelitian menunjukkan bahwa perceived ease of use (PEU) berpengaruh positif dan signifikan terhadap perceived usefulness (PU) dan attitude (ATT). PU juga terbukti berpengaruh terhadap ATT dan behavioral intention (BI). ATT memiliki pengaruh signifikan terhadap BI, namun PEU tidak berpengaruh langsung terhadap BI. Temuan ini mengindikasikan bahwa kemudahan penggunaan aplikasi belum tentu memicu niat untuk menggunakannya, namun manfaat yang dirasakan dan sikap positif terhadap aplikasi berperan penting dalam mendorong perilaku konsumen. Penelitian ini juga menemukan efek mediasi signifikan dari PU dan ATT dalam hubungan antara PEU dan BI. Keunikan penelitian ini terletak pada penerapan model TAM dalam konteks lokal dengan populasi perempuan sebagai pengambil keputusan utama dalam belanja bahan makanan. Implikasi dari studi ini memberikan wawasan strategis bagi pengembang e-grocery dalam mengoptimalkan aspek kemudahan dan manfaat guna meningkatkan niat penggunaan konsumen. Penelitian lanjutan disarankan untuk mempertimbangkan faktor eksternal seperti kepercayaan, kualitas produk, dan perilaku aktual konsumen.
Pengaruh product quality dan e-wom terhadap brand image dan repurchase intention pengguna motor matic Honda eSAF di Kota Pekanbaru Sitompul, Andri Hasudungan; Nursanti, Aida; Pratiwi, Dian; Noviasari, Henni
Jurnal Bisnis Mahasiswa Vol 5 No 6 (2025): Jurnal Bisnis Mahasiswa
Publisher : PT Aksara Indo Rajawali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60036/jbm.858

Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Product Quality dan Electronic Word of Mouth (e-WOM) Terhadap Brand Image dan Repurchase Intention Pengguna Motor Matic Honda Berangka enhanced Smart Architecture Frame (eSAF) di Kota Pekanbaru. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan program SmartPLS 4.0. Sampel penelitian terdiri dari 100 responden yang merupakan pengguna motor matic Honda berangka eSAF di Kota Pekanbaru. Hasil penelitian menunjukkan bahwa Product Quality dan Electronic Word of Mouth (e-WOM) berpengaruh positif dan signifikan terhadap Repurchase Intention. Brand Image berpengaruh positif dan signifikan terhadap Repurchase Intention. Selain itu, Brand Image juga memediasi hubungan antara Product Quality dan Electronic Word of Mouth (e-WOM) terhadap Repurchase Intention secara positif dan signifikan. Dengan demikian, semakin baik kualitas produk dan semakin positif pengaruh e-WOM, semakin kuat citra merek dan semakin tinggi niat beli ulang pengguna motor matic Honda berangka eSAF di Kota Pekanbaru.  
Co-Authors ', Jushermi ', Samsir Abd. Gaffar ' Abd. Rasyid Syamsuri Adlian Ichsan Ahmat Hidayat Al Madan, Muhammad Alvionita, Agnes Andi Rikson Arini Novandalina Arwinence Pramadewi Asrilsyake, Sharnuke Azzahra, Citra Faizah Bangkit, Hendrawan Chairul Amsal Deni, Normala Dewi, Ayu Sari Dian Pratiwi Dinda, Ulfa Dinda Eko Saputra Fajar Arsandy Hutama Gatot Wijayanto Gea Wilvi Onalza Harpadeles, Ian Henni Noviasari Hidayat, Fakhri I Putu Indra Surya Irfansyah ' Jushermi Jushermi ' Jushermi Jushermi Jushermi Jushermi, Jushermi Kennedy, Nurul Fadilla Lilis Sulistyowati Marhadi ' Marhadi Marhadi, Marhadi Mentari Rahmanita Mismay Debora Monika Dita Monina Selfi Karlina Muhamad Naufal Mustakim Muhammad Jamil Hazfa Noviani, Rima Prima Andreas Siregar Rahman, M Aldi Rangga Fajra Pradipta Rendy Yonelananda Putra Rovanita Rama Sitompul, Andri Hasudungan Sitorus, Kristina Permata Sari Sri Ayu Wulandari Sri Restuti Sri Wahyuni Wildah Surya Frans Susi Hendriani Syahputra, Dedi Tarigan, Mida Aprilina Tengku Firli Musfar Tengku Firly Musfar Yutiandry Rivai Zaharatul Miladiah Zulkarnain '