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All Journal EKONOMIS : Journal of Economics and Business J-MAS (Jurnal Manajemen dan Sains) Eksis: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Ilmiah Dikdaya Jurnal Ilmu Manajemen Terapan (JIMT) PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING
Pupu Sopini
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Model Peningkatan E-Satisfaction Berbasis Online Shopping Experience dan Customer Engagement Konsumen Shopee di Kota Jambi Susilawati, Susilawati; Sopini, Pupu; Syukri, Muhammad
Ekonomis: Journal of Economics and Business Vol 8, No 1 (2024): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v8i1.1811

Abstract

This research aims to analyze a model for increasing e-satisfaction based on online shopping experience and online customer engagement for Shopee marketplace consumers in the city of Jambi. The choice of Shopee e-commerce is one of the marketplaces that is developing in the digital industry in Indonesia. This research uses quantitative descriptive methods with the population of the city of Jambi in 2021, namely 612,162 people. The number of samples was determined based on the Slovin formula used, that the number of samples used in this research was 100 respondents. The analytical tools used are the Likert scale and multiple linear regression. The research results reveal that the better the online shopping experience and online customer engagement, the higher the e-satisfaction of Jambi city Shopee marketplace consumers. Simultaneously and partially, the online shopping experience and online customer engagement variables have a significant effect on shopee marketplace consumer e-satisfaction in the city of Jambi.
The Influence of Viral Marketing and Sales Promotion on Purchase Decisions on Shopee Ridho Akbar Rifaldi; Pupu Sopini; Muhammad Syukri
International Conference on Business Management and Accounting Vol. 4 No. 2 (2026): Proceeding of International Conference on Business Management and Accounting
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/icobima.v4i2.6247

Abstract

As time progresses, modern marketing has begun utilizing electronic media and more advanced platforms, commonly known as digital marketing. The emergence of digital marketing has gradually transformed consumer shopping habits, making online shopping through e-commerce more prevalent. The marketing techniques commonly used by e- commerce platforms in digital marketing include viral marketing and sales promotion. One of the e-commerce platforms with the highest number of users in Indonesia is Shopee. The purpose of this study was to determine the description of viral marketing, sales promotion and purchasing decisions on Shopee. To determine the effect of viral marketing, and sales promotion on purchasing decisions on Shopee. The research method used is simple linear regression analysis using SPSS 25 Software. The results of the study showed that the average frequency distribution score of respondents' answers for the viral marketing variable was 336.44, categorized as high. The sales promotion variable had an average score of 339.4, also categorized as high, while the purchase decision variable had an average score of 342, categorized as high. The results of the study indicate a positive and significant influence of the viral marketing variable (X1) on purchase decisions on Shopee, with a significance value of 0.000 < 0.05, and the sales promotion variable (X2) with a significance value of 0.002 < 0.05. The viral marketing and sales promotion variables influence purchase decisions on Shopee by 76.5%, while the remaining 23.5% is influenced by other variables not included in this study. It is recommended that Shopee increase its product stock to enhance customer purchase decisions.
Co-Authors Abdi, Gading Winara Chairani Yuli Trifani David Gionola Eka Susanti Fadil Iskandar, Fadil Gunawan Gunawan Irwansyah Siregar, Akhmad Muhammad Syukri Ridho Akbar Rifaldi Riko Mappadeceng RR. Ella Evrita Hestiandari Sadarman Zebua, Sadarman Ummi Sarliva