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All Journal JIP (Jurnal Industri dan Perkotaan) Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi IJEBA (International Journal of Economic, Business & Applications) Jurnal Manajemen Pemasaran dan Perilaku Konsumen Aurelia: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Jurnal Bisnis Kompetitif Journal of Accounting Management Business and International Research West Science Interdisciplinary Studies West Science Interdisciplinary Studies VALUTA Jurnal Administrasi Bisnis, Manajemen dan Ekonomi KAFEBIS Jurnal Manajemen dan Bisnis (J-Mabis)
Rendra Wasnury
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Transportation

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Pulling The Strings Of Student Shoppers: How Service Quality, Pricing Power, And Promotional Strategy Shape Bukalapak’s Appeal Among Unri Management Undergraduates Suhatman, Rido; Wasnury, Rendra; Siregar, Prima Andreas
JURNAL MANAJEMEN DAN BISNIS Vol 4 No 1 (2025): Jurnal Manajemen dan Bisnis (J-MaBis)
Publisher : Lembaga Penelitian dan Pengabidan kepada Masyarakat Universitas Kader Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54816/jmabis.v4i1.970

Abstract

The rapid growth of the e-commerce industry in Indonesia has driven competition between digital platforms, including Bukalapak, which, despite having competitive service features, has not shown dominance in the preferences of young consumers. This study aims to analyze the effect of service quality, price, and promotion on the purchasing decisions of Bukalapak application users among students majoring in Management at University of Riau class of 2020. Using a quantitative approach with a case study strategy, data were collected through questionnaires and interviews and analyzed using multiple linear regression with the help of SPSS software. The results showed that promotion had the most significant influence on purchasing decisions, followed by service quality, whereas price had no significant effect. The findings confirm that the effectiveness of promotional communications and improvement of the quality of the digital service experience are the main factors influencing the purchasing behavior of the younger generation, while price considerations are no longer the dominant factor. The contribution of this research lies in a more contextualized understanding of e-commerce user preferences among university students, as well as enriching the digital marketing literature by highlighting the importance of marketing mix strategies based on specific user segments. The practical implications of the findings are aimed at local e-commerce platform managers to strengthen service aspects and adopt more adaptive promotional strategies in the face of competitive digital market dynamics.
Pengaruh Persepsi Konsumen dan Iklan Terhadap Niat Beli pada E-Commerce Sociolla Dengan Peran Kepercayaan Konsumen di Kota Pekanbaru Nuha, Sofia Ulin; Wasnury, Rendra; Paramitha, Anggia
AURELIA: Jurnal Penelitian dan Pengabdian Masyarakat Indonesia Vol 4, No 2 (2025): July 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/aurelia.v4i2.5487

Abstract

Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh Persepsi Konsumen dan Iklan terhadap Niat Beli melalui Kepercayaan Konsumen pada e-Commerce Sociolla  di Kota Pekanbaru. Populasi dalam penelitian ini adalah keseluruhan masyarakat di Kota Pekanbaru yang mengetahui e-Commerce Sociolla. Pengambilan sampel dalam penelitian ini dilakukan dengan menggunakan teknik non probability sampling dengan menggunakan rumus Hair, sehingga jumlah sampel dalam penelitian ini sebanyak 130 responden. Metode analisis data penelitian ini menggunakan metode analisis Structural Equation Modelling – Partial Least Square (SEM-PLS) dengan software SmartPLS versi 4.0.9.2. Hasil penelitian menunjukkan bahwa persepsi konsumen memilki pengaruh terhadap kepercayaan konsumen, iklan memilki pengaruh terhadap kepercayaan konsumen, persepsi konsumen memilki pengaruh terhadap niat beli, iklan memilki pengaruh terhadap niat beli, kepercayaan konsumen memiliki pengaruh terhadap niat beli, persepsi konsumen memilki pengaruh terhadap niat beli melalui kepercayaan konsumen, iklan memilki pengaruh terhadap niat beli melalui kepercayaan konsumen pada e-Commerce Sociolla di Kota Pekanbaru. Temuan ini memberikan imlikasi penting bagi e-Commerce dalam merancang strategi pemasaran yang efektif, terutama dalam merancang iklan yang tepat dan menarik agar persepsi konsumen baik terhadap e-Commerce tersebut. Kesimpulan dari penelitian ini adalah bahwa persepsi konsumen dan iklan terhadap niat beli tidak dapat diabaikan, dan kepercayaan konsumen memilki peran penting dalam meningkatkan niat beli terhadap e-Commerce. Oleh karena itu, suatu iklan dapat dimanfaatkan sebagai strategi pemasaran yang terintegrasi untuk memperkuat hubungan ini dan dapat menciptakan kepercayaan konsumen terhadap e-Commerce tersebut.
PENGARUH PERSEPSI KEPERCAYAAN, KEMUDAHAN DAN RESIKO TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN MENGGUNAKAN METODE PEMBAYARAN SHOPEE PAYLATER PADA MAHASISWA UNIVERSITAS RIAU ,, Rendra Wasnury, Eby Saputra , Gatot Wijayanto
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 10, No 1 (2023): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

In the digital lifestyle-first era, shopping has never been augmented, thanks to e- commerce and fintech. The high interest in shopping online encourages the emergence of businesses with the method of trading goods or services through online media called e-commerce. When you see the item you want on social media or in the market, you can buy it and have it delivered immediately with a few taps on your smartphone. Then, if you run out of cash, application users can even pay later using the BNPL method. This study aims to determine how much influence the aspects that influence buying interest and decisions, in this case the researcher uses the variables of trust, ease and risk as influencing variables. Primary data obtained from distributing questionnaires and supported by falsification of respondent's identity in order to validate the research results. This study used 105 students who used the paylater feature in the application as a research sample. Data processing techniques in this study include instrument testing, classical assumption testing, hypothesis testing, and path analysis as a flow of data testing and assisted by the SPSS version 25 application in data processing. The results of this study indicate that the variables of interest and purchase decisions have a positive and significant effect on trust, ease and risk. It can be concluded that the higher It can be interpreted that the more trust, ease and minimum risk, will increase interest so as to increase the decision to use the shopee paylater payment method in buying an item for Riau University students. Keywords: Perceived Trust, convenience, risk, interest, purchase decision, paylater.
PENGARUH EXPERIENTIAL MARKETING DAN SERVICESCAPE TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA SUAR COFFEE HQ PEKANBARU ,Rendra Wasnury, Rizki Rijalul Afkar ,Sri Restuti
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Vol 10, No 1 (2023): (Januari - Juni)
Publisher : Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi

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Abstract

 Currently, both as a traded good and as a beverage to be consumed, coffee has gained popularity among Indonesians. In addition to coffee, the location where it is sold, or the coffee shop, is also noteworthy. These days, both as a place to drink coffee and as a place to hang out, coffee and coffee shops have become popular. This means that a coffee shop's value is now determined not only by the caliber of the coffee it serves, but also by the extent to which the owner is able to engage and engage the senses of the customer through a pleasant environment, feelings, and service. Experiential marketing refers to experiences that appeal to the senses. While the Servicescape refers to the physical environment, which includes services for both interior and exterior facilities. This will be able to manipulate consumer behavior to feel comfortable and satisfied by giving customers a satisfying experience through service and pampering them in a nice physical environment. Feelings of customer satisfaction will encourage them to return and make additional purchases. 130 Pekanbaru City citizens were used in this study as respondents. According to the study's findings, Customer Satisfaction and Intention to Repurchase are positively and significantly impacted by the Experiential Marketing and Servicescape variables. The factor that has the biggest impact on both customer satisfaction and repurchase intention is experiential marketing. Keyword: Experiential Marketing, Servicescape, Customer Satisfaction, Repurchase Intention, Consumer Behavior
The Influence of Celebrity Endorser Towards Consumer Interest Usage of Threads App Through Brand Image in Indonesia Hasra, Muhammad Rayhan; Jushermi, Jushermi; Wasnury, Rendra
West Science Interdisciplinary Studies Vol. 2 No. 05 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i05.869

Abstract

This research aims to examine The Influence of Celebrity Endorser towards Consumer Interest Usage of Threads App through Brand Image in Indonesia. The population in this research is Indonesia people that has hear about Thread Apps. The sampling technique in this research used purposive sampling technique and a sample of 118 sample was obtained. The data analysis method used is path analysis.   There are 4 hypothesis on this research. The results of this research show 3 hypothesis are accepted, such as celebrity endorser has affect on brand image, brand image has affect on consumer interest, and celebrity endorser has affect on consumer interest through brand image. However, the rejected hypothesis is celebrity endorser has affect directly on consumer interest.
The Influence of Celebrity Endorser Towards Consumer Interest Usage of Threads App Through Brand Image in Indonesia Hasra, Muhammad Rayhan; Jushermi, Jushermi; Wasnury, Rendra
West Science Interdisciplinary Studies Vol. 2 No. 05 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i05.869

Abstract

This research aims to examine The Influence of Celebrity Endorser towards Consumer Interest Usage of Threads App through Brand Image in Indonesia. The population in this research is Indonesia people that has hear about Thread Apps. The sampling technique in this research used purposive sampling technique and a sample of 118 sample was obtained. The data analysis method used is path analysis.   There are 4 hypothesis on this research. The results of this research show 3 hypothesis are accepted, such as celebrity endorser has affect on brand image, brand image has affect on consumer interest, and celebrity endorser has affect on consumer interest through brand image. However, the rejected hypothesis is celebrity endorser has affect directly on consumer interest.
Co-Authors AA Sudharmawan, AA Ade Kamelia Putri Adiputra Maulana Tareq Adry Nur Perdana Afridayanti Afridayanti Ahmad Rivai Ahmad Yofandi Aida, Nursanti Aidil Syaputra Akhyar Hasanal Arva Aksa, Rojja Tri Amri Samad Andiyana Randi Anggia Paramitha Anthony Willy Aulia Safira Berampu, Lailan Tawila Deny Danar Rahayu Dewita Suryati Ningsih Dira Fitri Anita Ditya Jessica Edyanus Herman Halim Febi Rahmadani, Febi Firman, Prabowo Gatot Wijayanto Hasra, Muhammad Rayhan Henny Noviasari, Henny Indarti Sri Indra Safri Irfan Teguh Irfanul Hakim Ismilanto ' Isra, Ade Indriana Juliana Sari Juliana Sari Juliana Sari, Juliana Sari Juliyanti Syaripah Jumiati Sasmita Jushermi Jushermi Jushermi Jushermi Jushermi Jushermi, Jushermi Machasin ' Machasin Machasin Machasin Machasin Marhadi Marhadi Marhadi Marhadi Marzolina Marzolina Marzolina Marzolina, Marzolina Masita Isnania Melati Claudia Muhammad Rayhan Hasra Muhammad, Saputra Deni Musisko, Dede Novrianto, Novrianto Nuha, Sofia Ulin Nurafni ' Nuryanti ' Paramitha, Anggia Prima Andreas Siregar Promalessy, Rika Raden Lestari Ganarsih Rahayu Danar Deny Rahimi, Yusnila Rahmadani, Novi Rara Saraswati Restuti Sri Rizky, Prayudi Rovanita Rama Saputra Deni Muhammad Savira, Dilla Siti Mariana Sri Restuti Sri Wahyuni Sri, Restuti Suhairi Sukma Muflihul Suhatman, Rido Susi Hendriani Susi Susanti Syaripah, Juliyanti Triaji, Yudha Widiantari ' Yudika Ananda