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All Journal Akrab Juara : Jurnal Ilmu-ilmu Sosial Gemilang: Jurnal Manajemen dan Akuntansi Jurnal bintang manajemen Jurnal Manajemen Riset Inovasi Pusat Publikasi Ilmu Manajemen Master Manajemen Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi Jurnal Pemimpin Bisnis Inovatif
Natal Indra
Unknown Affiliation
Humanities Biochemistry, Genetics & Molecular Biology Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Medicine & Pharmacology

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Journal : Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi

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Pengaruh Media Sosial terhadap Perilaku Konsumen dalam Pembelian Online di Kalangan Generasi Z pada Platform E-Commerce Shopee Nur Pratama Julianto; Natal Indra
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1668

Abstract

This study aims to analyze the influence of social media on consumer behavior in online purchases among Generation Z, focusing on the Shopee e-commerce platform. Generation Z, which is the age group born between 1997 and 2012, is known to be an active social media user, which influences their purchasing decisions. Through a survey conducted on Shopee users from Generation Z, this study identified factors that influence consumer behavior, including the influence of advertising, product reviews, and interactions with influencers on social media. The results of the study show that social media plays a significant role in shaping the preferences and purchasing decisions of Generation Z. Interesting advertisements and positive reviews from other users on social media can increase purchasing interest, while interactions with influencers can provide additional trust in the products offered. This study provides important insights for marketers to design effective and relevant marketing strategies with Generation Z consumer behavior in the digital era.
Pengaruh Pelayanan Pelanggan dan Inovasi Produk terhadap Kepuasan Pelanggan di Resto Mie Gacoan Jatiasih Dwi Mahdi Mahesa; Natal Indra
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1695

Abstract

This study aims to analyze the influence of customer service and product innovation on customer satisfaction at Resto Mie Gacoan. Using a quantitative method with an associative approach, data were collected through questionnaires distributed to 40 active customers. Analysis techniques included validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) using SPSS. The results show that product innovation has a relatively more significant influence on customer satisfaction than customer service, though its significance value slightly exceeds 0.05. Customer service does not have a statistically significant effect. Simultaneously, both variables do not significantly influence customer satisfaction. However, the R² value of 12.6% indicates that service and product innovation still contribute to variations in satisfaction, with the rest influenced by other factors not included in the model. These findings suggest that product innovation plays a more crucial role in enhancing satisfaction at Resto Mie Gacoan. Therefore, management is encouraged to prioritize innovative menu development and unique customer experiences in their marketing strategies.
Co-Authors Ade Apriliyani Ade Onny Siagian Dilla Dwi Puspita Sari Dwi Mahdi Mahesa Elmira Siska Fiqi Akbar Hani Rosmawati Indira Safitri Kurniawan Kurniawan Mega Harti Muhammad Rizky Ramadhan Nur Pratama Julianto Putri Amanda Renny Afrianti Riszka Utami, Aisyah Salsabila Nur Azizah Sartika Novita Sari SITI NURJANAH Syafitriyani Syafitriyani Widia Astuti Widia Sari, Annisa