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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Indonesian Economy and Business Proceeding Seminar LPPM UMP Tahun 2014 JURNAL PENDIDIKAN TAMBUSAI Jurnal Perilaku dan Strategi Bisnis Jurnal Riset Bisnis dan Manajemen Jurnal Ilmiah Manajemen Kesatuan Masyarakat Berdaya dan Inovasi Jurnal Manajemen dan Bisnis Kreatif Journal of Indonesian Management Abimanyu: Journal of Community Engagement Jurnal Ekonomika Dan Bisnis Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Journal of Management Accounting Business and International Research Journal of Education Technology Information Social Sciences and Health Research Horizon Blantika : Multidisciplinary Journal Journal of Business and Halal Industry Jurnal Social Society Journal of Accounting Law Communication and Technology Journal of Humanities Education Management Accounting and Transportation Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Journal of Business Inflation Management and Accounting
Awan Santosa
Universitas Gadjah Mada
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

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Journal : Jurnal Perilaku dan Strategi Bisnis

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PENGARUH ONLINE CUSTOMER REVIEW, FREE SHIPPING DAN DISCOUNT TERHADAP PURCHASE DECISION GENERASI Z PADA MARKETPLACE SHOPEE DI DAERAH ISTIMEWA YOGYAKARTA Arya Dimas Nugraha; Santosa, Awan
Jurnal Perilaku dan Strategi Bisnis Vol. 13 No. 2 (2025): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v13i2.4719

Abstract

This study aims to analyze the influence of online customer review, free shipping, and discount on the purchase decision   of Generation Z on the Shopee marketplace in the Special Region of Yogyakarta. The research method used is explanatory quantitative, with data collected through online questionnaires from 100 respondents. The analysis used in this study is descriptive analysis, multiple regression analysis, coefficient of determination, and partial t-test. Multiple linear regression analysis results indicate that online customer review and discount have a positive and significant effect on purchase decision, while free shipping does not show a significant influence. These findings provide practical implications for businesses to optimize marketing strategies based on reviews and discounts, as well as to evaluate the effectiveness of free shipping programs. This study also opens opportunities for further research by expanding variables and respondent coverage.
PENGARUH HALLYU WAVE, BRAND IMAGE DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK BARENBLISS (BNB) DI DAERAH ISTIMEWA YOGYAKARTA Prabandaru, Hernda Putri; Santosa, Awan
Jurnal Perilaku dan Strategi Bisnis Vol. 13 No. 2 (2025): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v13i2.4722

Abstract

This study aims to examine the influence of Hallyu Wave, Brand Image, and Celebrity Endorsement on the Purchase Decision of Barenbliss (BNB) cosmetic products in the Special Region of Yogyakarta. The research employs a quantitative approach with descriptive and causal (cause-and-effect) research types. Data were collected through questionnaires used as research instruments, involving a total of 100 respondents. The population of this study comprises all Barenbliss (BNB) consumers in the Special Region of Yogyakarta who have made purchases at least once in the past four months, with purposive sampling applied as the sampling technique. The results indicate that Hallyu Wave has no significant effect on Purchase Decisions, while Brand Image has a positive and significant effect on Purchase Decisions. In contrast, Celebrity Endorsement also shows no significant effect on Purchase Decisions. However, when considered simultaneously, Hallyu Wave, Brand Image, and Celebrity Endorsement collectively have a significant effect on Purchase Decisions. These findings suggest that although the Hallyu Wave and Celebrity Endorsement variables do not have partial effects, their presence within the model still contributes when combined with Brand Image. The findings of this study are expected to contribute to the development of academic knowledge and marketing strategies for business practitioners in the beauty industry (cosmetics and personal care), enabling a deeper understanding of consumer preferences and perceptions in making purchase decisions.
Co-Authors Agung Prayitno Aji Nugroho, Susilo Ananda, Pretty Jenny Angga Angga Apriani, Gusti Ayu Putu Dewi Arya Dimas Nugraha Cahyaningrum, Ririn Chalil, Nurlisa Rafiqah Dadit G. Hidayat Daru Asih Dewi Wulandari Dewi, Ratri Puspa Effendi, Deliana Radika Espandiarti, Tari Yuniar Esterlita Purnamasari, Esterlita Girnata, Arellian Khairunnisa Hasyim As’ari, Hasyim Hendrik Hendrik Huddin, Norlaile Salleh Jayawarsa, A.A. Ketut Jemina, Krensia Ilva Kasmo, Arief Livrika, Yulita Mafizatun Nurhayati Maharani, Natasya Muhammad Rizki Mulyani, Reni Siti Paramita, Puti Prabandaru, Hernda Putri Prasetyo, Fajar Dwi Fendi Purwanto, Hairul Puthut Indroyono Putri Arifah, Novia Putri, Andella Amanda Rahman, Zainur Rina Dwiarti Salsaminia Saputri, Lilis Sabar Sholehah, Fadia Sitepu, Riva Meylisa Br Sri Handayani subarjo, Subarjo Sumiyarsih Sumiyarsih, Sumiyarsih Tri harsini Wahyuningsih Umar, Mahmud Kholid Wahyuningsih, Tri Harsini