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All Journal Buana Ilmu Jurnal Manajemen dan Bisnis Kreatif Economicus: Jurnal Ekonomi dan Manajemen Economic Reviews Journal International Journal of Management, Economic, Business and Accounting DINAMIKA: Jurnal Manajemen Akuntansi, Bisnis dan Kewirausahaan International Journal of Management Research and Economics Riset Ilmu Manajemen Bisnis dan Akuntansi Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Masyarakat Berkarya: Jurnal Pengabdian dan Perubahan Sosial Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Dexi Triadinda
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : International Journal of Economics and Management Research

 1 
The Influence of Influencer Marketing and Price Discount on Online Purchasing Decisions in the Shopee Marketplace Desi Nurmala; Netti Nurlenawati; Dexi Triadinda
International Journal of Economics and Management Research Vol. 4 No. 1 (2025): April : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i1.329

Abstract

Influencer marketing and price discounts are two marketing strategies that are most often used to drive consumer purchasing decisions in the digital era, especially on marketplace platforms such as Shopee. Influencer marketing refers to promotional efforts made by influential individuals to influence their audience, while price discounts are price cut strategies that provide added value directly to consumers. This study aims to analyze the influence of influencer marketing and price discounts on online purchasing decisions in the Shopee marketplace. The research method used is quantitative descriptive with a verification approach. Data were collected by distributing online questionnaires to 105 respondents selected using purposive sampling techniques. The data analysis technique used multiple linear regression with the help of SPSS version 26 software. The results of the study showed that influencer marketing and price discounts have a positive and significant effect on purchasing decisions, both partially and simultaneously. This finding confirms that a marketing strategy that combines collaboration with credible influencers and providing attractive price discounts can be an effective combination in increasing consumer purchasing decisions. The implication of this study is the importance for business actors in the marketplace to design adaptive and integrated marketing strategies in order to compete optimally amidst increasingly tight digital competition.
Implementation of Social Media as an Effort to Improve T-Shirt Product Purchase Decisions at Adiva Digital Printing Nadhila Putri; Netti Nurlenawati; Dexi triadinda
International Journal of Economics and Management Research Vol. 3 No. 2 (2024): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i2.581

Abstract

This study aims to analyze how social media marketing strategies influence consumer purchasing decisions at Adiva Digital Printing. The research was motivated by the increasing role of digital platforms in shaping consumer behavior, particularly in the competitive MSME sector. A qualitative research approach was applied, involving in-depth interviews with key informants, direct observation of marketing activities, and documentation analysis. The findings reveal that social media platforms such as Facebook, Instagram, and WhatsApp significantly contribute to influencing purchasing decisions. Key factors include ease of access to information, detailed and attractive product descriptions, and active interactions between the business and consumers, which foster engagement and trust. Despite these positive aspects, the current marketing strategy is not yet fully optimized, as reflected by a conversion rate of only 30%. A SWOT analysis was conducted to identify internal and external factors, highlighting strengths in product quality and competitive pricing, while weaknesses were found in limited promotional efforts and low content variation. Opportunities exist in the growing use of social media among consumers, while threats include strong competition from similar businesses. This study concludes that optimizing social media marketing strategies—such as leveraging advanced features, improving responsiveness, and producing creative, engaging content—can significantly enhance customer loyalty and drive higher sales conversions. These improvements are essential for supporting sustainable growth in the MSME sector. Furthermore, this research is expected to serve as a practical reference for other MSMEs seeking to utilize social media effectively as a strategic marketing tool.
The Influence of Live Streaming and Digital Payment on Hat Purchasing Decisions in Tiktok Benaya Mikhael Wijaya; Netti Nurlenawati; Dexi triadinda
International Journal of Economics and Management Research Vol. 3 No. 2 (2024): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i2.586

Abstract

This study aims to analyze the influence of live streaming and digital payment systems on purchasing decisions for hats on the TikTok platform. Live streaming has emerged as an effective marketing strategy to increase real-time interaction between sellers and buyers, creating a sense of trust, engagement, and immediacy that traditional online marketing often lacks. Meanwhile, digital payment systems play a crucial role in facilitating smooth and secure financial transactions, reducing barriers in the purchasing process, and enhancing consumer convenience. The research employed a quantitative approach with a survey method as the primary data collection instrument. A total of 96 TikTok users who had purchased hats through live streaming sessions and utilized digital payment systems participated as respondents. Data were analyzed using multiple linear regression to test the hypotheses. The findings indicate that both live streaming and digital payment systems have a statistically significant effect on purchasing decisions. These results highlight the synergistic relationship between interactive marketing and transaction convenience, showing that when combined, they substantially increase purchase intentions and conversions on e-commerce platforms. The study concludes that business actors should prioritize the integration of live streaming features with optimized digital payment options to improve competitiveness, strengthen customer trust, and foster loyalty in the highly dynamic digital marketplace.
Co-Authors Aji Tuhagana Andre Baskara Anwar Fauzi Rohman Atika Dwi Mabruroh Baskara, Andre Benaya Mikhael Wijaya Cutisah Dadan Jaelani Desi Nurmala Dessy Septia Azzarah Dini Yani Dini Yani Eka Ashri Nurhamidah Ery Rosmawati Fadhilah Fatin Faris Albaniya Farizzy Azwar Setia Putra Febi Fitria Wulandari Fitri Nur Masruriyah, Anis Hanifia Syahana Haya Maharani Lubis Indri Pratiwi Putri Laras Ratu Khalida Nadhila Putri Netti Nurlenawat Netti Nurlenawati Rahmi Yuliandhari Rengga Madya Pranata Rifqi Azhar Faqih Shandikha Arya Yudha Rahman Syifa Pramudita Faddila Ujang Suherman Zenita Apriani