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All Journal International Journal of Social Science and Business Proceeding of International Conference on Entrepreneurship (IConEnt)
Joe Eklesia Apostolos Sujarwo
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Economics, Econometrics & Finance Social Sciences

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The Impact of Product Promotion and Innovation on Purchase Decisions at Prices as Intervening Variables Joe Eklesia Apostolos Sujarwo; Eko Suseno Hendro Riyadi Matruty
International Journal of Social Science and Business Vol. 5 No. 2 (2021): May
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v5i2.33646

Abstract

Technological developments, especially in the field of digital marketing, in the new normal era this time had become a phenomenon that is no longer rare in society to carried out various activities, such as buying and selling online. The development of digital marketing in the new normal era is currently very fast. Several online shops that use digital marketing techniques such as Shopee and Tokopedia. This study aims to analyzed the effect of promotion and product innovation on purchasing decisions with price as an intervening variable. The research method used purposive sampling technique where the data is examined using measurements by considering individual choices. The sample collection used a questionnaire, and the number of samples used is 100 respondents. The analysis technique used multiple linear regression and multiple test. The results showed that the first hypothesis did not have a significant influence between the promotional variables on purchasing decisions. While the second hypothesis there is a significant influence between product innovation variables on purchasing decisions. Furthermore, the third and fourth hypothesis of the price variable mediate the relationship between promotion and product innovation on purchasing decisions.
The Impact of Gamification on Gen Z’s Behavioral Intention through ECommerce Shopee: Does Reward Moderate the Relationship? Joe Eklesia Apostolos Sujarwo; Cynthia Anna Wijayanti
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 4 (2024): Proceedings of the 4th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

This study explores the impact of gamification on the behavioral intention of Generation Z users within the Indonesian Shopee e commerce platform, examining rewards as a moderating factor. Using the Technology Acceptance Model (TAM) framework, the research analyzes how perceived enjoyment, usefulness, ease of use, and social interaction influence users’ intentions to engage with gamified features. Data from 178 respondents were analyzed via Structural Equation Modeling (SEM) using SmartPLS. Findings indicate that gamification positively affects perceived enjoyment, usefulness, ease of use, and social interaction, enhancing behavioral intention. However, rewards as a moderating factor did not significantly impact these relationships. The study emphasizes gamification's role in boosting engagement on digital platforms among Generation Z consumers, though the role of rewards in moderating this effect may vary. This research contributes to understanding how gamified elements enhance user engagement and loyalty on e-commerce platforms.
Co-Authors Cynthia Anna Wijayanti Eko Suseno Hendro Riyadi Matruty