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Pengaruh Social Media Marketing dan Brand Awareness terhadap Keputusan Pembelian Hijab Pashmina Merek Sattka di Tiktok Shop Anis Puspita Sari; Darma Wijaya
Income Journal Of Economics Development Vol. 6 No. 2 (2026): July 2026
Publisher : Pustaka Digital Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54065/ijed.6.2.2026.861

Abstract

This study aims to analyze the influence of Social Media Marketing and Brand Awareness on the Purchase Decision of Sattka brand pashmina hijabs on TikTok Shop. The study is motivated by the growing role of social media as a digital marketing platform that can enhance Brand Awareness and encourage consumer purchasing decisions. This research employed a quantitative method with a survey approach. Data were collected through questionnaires distributed to 40 consumers of Sattka pashmina hijabs on TikTok Shop residing in West Jakarta. The data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, partial testing (t-test), simultaneous testing (F-test), and coefficient of determination analysis with IBM SPSS Statistics 27. The results indicate that Social Media Marketing has a positive and significant effect on Purchase Decisions, with a t-value of 2.822 and a significance level of 0.008. Brand Awareness also has a positive and significant effect on Purchase Decisions, with a t-value of 2.351 and a significance level of 0.024. Simultaneously, Social Media Marketing and Brand Awareness significantly influence Purchase Decisions, as indicated by an F-value of 90.514 and a significance level of less than 0.001. The coefficient of determination (R²) of 0.830 shows that both independent variables explain 83% of the variation in Purchase Decisions, while the remaining 17% is influenced by other factors outside the scope of this study. Therefore, Social Media Marketing and Brand Awareness are important factors in increasing consumers' purchase decisions for Sattka pashmina hijabs on TikTok Shop.
Pengaruh Program Flashsale dan Gratis Ongkir Terhadap Keputusan Pembelian Konsumen di Platform Shopee Bagi Generasi Z di Wilayah Cengkareng Putri Ernasari; Darma Wijaya
Jurnal Manajemen dan Administrasi Antartika Vol. 3 No. 4 (2026): Oktober
Publisher : Antartika Media Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70052/juma.v3i4.1542

Abstract

Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan antar platform e-commerce di Indonesia, sehingga Shopee menerapkan berbagai strategi promosi seperti program flash sale dan gratis ongkir untuk menarik minat konsumen, khususnya Generasi Z. Tujuan penelitian ini adalah untuk menganalisis pengaruh program flash sale dan gratis ongkir terhadap keputusan pembelian pada platform Shopee bagi Gen Z di wilayah Cengkareng. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 47 orang yang merupakan Generasi Z di wilayah Cengkareng dan pernah berbelanja di Shopee. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert, kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan bantuan program IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa program flash sale dan gratis ongkir secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel gratis ongkir memiliki pengaruh yang lebih dominan dibandingkan program flash sale. Temuan ini menunjukkan bahwa strategi promosi yang memberikan manfaat ekonomi secara langsung mampu meningkatkan keputusan pembelian konsumen Generasi Z pada platform Shopee.   This research is motivated by the increasingly intense competition among e-commerce platforms in Indonesia, encouraging Shopee to implement various promotional strategies, such as flash sale and free shipping, to attract consumers, especially Generation Z. The purpose of this study is to analyze the effect of flash sale and free shipping programs on purchasing decisions among Generation Z in the Cengkareng area who shop on Shopee. This study employed a quantitative method with descriptive and verificative approaches. The sampling technique used was purposive sampling, involving 47 respondents who belong to Generation Z, reside in Cengkareng, and have previously made purchases through Shopee. Data were collected using a Likert-scale questionnaire and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination using IBM SPSS Statistics 27. The findings indicate that both flash sale and free shipping programs have a positive and significant effect, both partially and simultaneously, on purchasing decisions. Furthermore, the free shipping program has a more dominant influence than the flash sale program. These findings suggest that promotional strategies providing direct economic benefits can effectively encourage purchasing decisions among Generation Z consumers on the Shopee platform.
Pengaruh Kompensasi dan Beban Kerja terhadap Kinerja Karyawan pada PT. Poly Usaha Sejati Melani Meta Sari; Darma Wijaya
Jurnal Intelek Dan Cendikiawan Nusantara Vol. 3 No. 5 (2026): OKTOBER - NOVEMBER 2026
Publisher : PT. Intelek Cendikiawan Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Kinerja karyawan merupakan salah satu faktor penting dalam mendukung pencapaian tujuan perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh kompensasi dan beban kerja terhadap kinerja karyawan pada PT Poly Usaha Sejati Jakarta Barat. Penelitian menggunakan metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian berjumlah 43 karyawan dengan masa kerja minimal satu tahun dan seluruhnya dijadikan sampel melalui teknik sensus atau total sampling. Data primer diperoleh melalui penyebaran kuesioner dengan skala Likert dan didukung observasi serta dokumentasi. Analisis data dilakukan menggunakan IBM SPSS Statistics 27 melalui uji validitas, reliabilitas, asumsi klasik, uji t, uji F, koefisien determinasi, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa kompensasi berpengaruh positif dan signifikan terhadap kinerja karyawan dengan nilai t hitung 6,163 dan signifikansi 0,000. Beban kerja juga berpengaruh positif dan signifikan dengan nilai t hitung 3,082 dan signifikansi 0,004. Secara simultan, kompensasi dan beban kerja berpengaruh signifikan terhadap kinerja karyawan dengan F hitung 47,077 dan signifikansi 0,000. Nilai R Square sebesar 0,702 menunjukkan bahwa kedua variabel menjelaskan 70,2% variasi kinerja karyawan.
Co-Authors Andani, Salsabila Maisah Anggraini, Ningsih Anis Puspita Sari Anita Oktaviani Apriliana Astusi, Dyah Widi Berliana, Evatia Daniel Happy Putra Dayana Dayana Deasy Novayanti Dedi Supriadi Dinda Amelia Duha, Lilis Santri Eka Putri Handayani Fadli Ilyas Fanny Aflinda Yahya Firstianty Wahyuhening Fibriany Hadi Wibowo Hadi Wibowo Hadi, Syifa Rahadatul'aisy Herlina Susanti Indra Prana Indra Prana Intan Kusuma Dewi Iwan Asmadi Iwan Iwan Iwan Iwan Junimar, Junimar Lilis Santri Duha Marti, Natasya Melani Meta Sari Mujiaty, Yulia Nadya Sakhira Natasya Marti Ningsih Anggraini Nisa Kurnia Zahra Novayanti, Deasy Novi Nurhidayati Nur Sita Maharani Octaviani, Tania Prana, Indra Prihatiningsih Prihatiningsih Purwatiningsih Purwatiningsih Purwatiningsih Putri Ernasari Putri Maulid Ritonga, Diana Rosalina Roy Irawan Samuel Jonathan Sarah Prasetiawati Shinta Indah Cahyani Siti Indah Permatasari Siti Mujiatun Siti Nurjanah SITI NURJANAH Siti Nurjanah Sopyan Sopyan Sopyan Sopyan Sopyan Sopyan Syamsiar, Syamsiar Titin Dwi Ariyani Tusriah, Ika Vanina, Maria Vanina Viony Isna Nijanati Windi Klaudia Sinaga Yulia Mujiaty Yulia Mujiaty