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All Journal Martabe : Jurnal Pengabdian Kepada Masyarakat JASa (Jurnal Akuntansi, Audit dan Sistem Informasi Akuntansi) AMALIAH: JURNAL PENGABDIAN KEPADA MASYARAKAT Jurnal Ekonomi IKA BINA EN PABOLO : PENGABDIAN KEPADA MASYARAKAT Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Ekonomi, Manajemen, Akuntansi JIMEK Optimal: Jurnal Ekonomi dan Manajemen
Zuriani Ritonga
Universitas Islam Kebangsaan Indonesia
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences

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Pengaruh Gamifikasi, Monthly Event, dan Reward Koin Terhadap Minat Beli Ulang Pelanggan Shopee : Studi Kasus pada Pelanggan Shopee Gen Z di Kabupaten Bireuen Tahun 2026 Wahyu Widyananda; Fauzi Fauzi; Zuriani Ritonga
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v5i3.6878

Abstract

This empirical investigation is articulated to analyze the determinants of gamification interventions, monthly events, and coin reward incentives on the repurchase intention of Shopee customers among the Generation Z cohort in Bireuen Regency, Aceh Province. The rapid escalation of a highly competitive e-commerce ecosystem demands the acceleration of innovative digital marketing strategies to secure consumer retention, particularly within the digital native segment. Considering Bireuen Regency's Generation Z population of 123,100, this causal-exploratory quantitative research operationalizes a structured survey approach. Sampling was executed applying a purposive sampling technique based on precise criteria: active Gen Z customers who interact with gaming features (gamification), engage with monthly promotional campaigns, and redeem Shopee coin incentives. Sample threshold calculation operationalized Cochran's formula at a 10% margin of error, yielding a representative sample size of 102 respondents. Primary data were collected via a 5-point Likert scale structured questionnaire and subsequently computed using SPSS-based multiple linear regression estimation. Partial inferential testing results prove that gamification (), monthly events (), and coin rewards () contribute positively and statistically significantly to triggering an escalation in repurchase intention (). Evaluation via the t-test detected gamification as the most dominant predictor, achieving a regression coefficient of (). The coin reward variable followed with a regression coefficient of (), followed by monthly events, which recorded a coefficient of (). Simultaneous test (F-test) verification confirms a significant collective contribution of all three predictors toward repurchase intention, as demonstrated by (). The explanatory power of the model is articulated by a coefficient of determination () of 0.712, indicating that 71.2% of the variance in Generation Z repurchase intention in Bireuen Regency is predicted by the integration of these three strategies, while the remaining 28.8% is influenced by latent variables outside the model's estimation scope. The practical implications of these findings validate that the convergence of interactive entertainment, periodic promotional urgency, and digital economic incentives proves crucial in constructing young consumer loyalty within regional markets.
Pengembangan Strategi Pemasaran yang Berbasis Komunikasi Digital dalam Keputusan Pembelian Konsumen Zuriani Ritonga; Rizkha Maulana; Sri Murniyanti; Karimi Karimi; Hayanuddin Safri
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 5 No. 1 (2025): Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v5i1.6589

Abstract

This research aims to analyze the development of marketing strategies based on digital communication in purchasing decisions. This study uses a qualitative approach with a case study design to explore how digital communication strategies through social media affect consumer purchasing decisions. Based on the results of the research that has been conducted, it can be concluded that social media plays a significant role in consumer purchasing decisions, the effectiveness of digital communication strategies, and the development of customer loyalty. The study confirms that to achieve an effective digital communication strategy, businesses must consider various factors, such as the type of content, customer engagement, influencer utilization, and the selection of social media platforms that suit the characteristics of the target market.
Pengembangan Strategi Pemasaran Digital terhadap Penjualan Produk Peralatan Rumah Tangga di Toko Mekar Bireuen Zuriani Ritonga; Fatimah Zuhra; Afriana Afriana; Rara Astili Siregar
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 1 (2025): Maret : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i1.6587

Abstract

This study aims to analyze effective digital marketing strategies in increasing sales of household appliance products at Toko Mekar. The growth of digital technology has changed the business landscape, and businesses must adopt relevant marketing strategies to stay competitive. Through a qualitative approach, data is collected through in-depth interviews with Store owners who have implemented digital marketing strategies. The analysis was conducted to identify patterns, challenges, and successes in implementing the strategy. The findings show that those who implement digital marketing strategies well tend to have a significant increase in their sales. Factors such as a good understanding of the target market, creativity in content, and the appropriate use of digital platforms have proven to be effective in increasing the visibility and appeal of products on their stores. This research provides valuable insights for business actors and other stakeholders about the importance of digital marketing strategies in increasing business competitiveness and growth in the digital era.
Co-Authors Afriana Afriana Bayu Eko Broto Cut Santika Cut Santika Fanny Nailufar Fatimah Zuhra Fauzi Fauzi Fauziah Hanum Hayanuddin Safri Hayanuddin Safri Irne Aryanie Irne Aryanie Junita Lubis Kamaruddin Kamaruddin Karimi Karimi Lakharis Inuzula M Yusuf Mulyadi Mulyadi Nelly Nelly Rahmi Rahmi Rara Astili Siregar Rizkha Maulana Rizky Maulana Sri Mulyani Sri Murniyanti Sri Yanna Sufitrayati Sufitrayati Sutoyo Sutoyo Wahyu Widyananda Zulfikar Zulfikar