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All Journal Buana Ilmu Jurnal Manajemen dan Bisnis Kreatif Economicus: Jurnal Ekonomi dan Manajemen Economic Reviews Journal 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 Solusi Bersama : Jurnal Pengabdian Dan Kesejahteraan Masyarakat International Journal of Economics and Management Research
Dexi Triadinda
Unknown Affiliation
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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Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Somethinc: Studi Kasus pada Konsumen di Tiktok Shop Febi Fitria Wulandari; Aji Tuhagana; Dexi Triadinda
Economic Reviews Journal Vol. 4 No. 4 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i4.874

Abstract

The increasing intensity of TikTok usage as a marketing platform, along with the growing trend of online skincare product purchases, serves as the background of this study. This research aims to examine the influence of brand image and product quality both partially and simultaneously on consumer purchase decisions for Somethinc skincare (a case study on TikTok Shop consumers). A quantitative verification method was employed, with data collected products through TikTok Shop. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The findings reveal that: (1) brand image positively and significantly impacts purchase decisions; (2) product quality likewise exerts a positive and significant influence on purchase decisions; and (3) simultaneously, brand image and product quality significantly contribute to the purchase decisions of Somethinc skincare products on TikTok Shop.
Impact of Digital Marketing Features on Consumer's Purchase Decision in High End Brand "ButtonScarves": Brand Image as a Mediator Dexi Triadinda; Anis Fitri Nur Masruriyah
International Journal of Management Research and Economics Vol. 2 No. 1 (2024): February : International Journal of Management Research and Economics
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/ijmre-itb.v2i1.1477

Abstract

The main objective of this research is to determine the influence of digital marketing on purchasing decisions. This research also aims to determine whether brand image mediates the relationship between digital marketing and purchasing decisions. The required data was obtained from a questionnaire via an online survey on Google Form. After going through responses from 45 respondents using Buttonscarves products who had made purchases on the Buttonscarves website, the data was analyzed using SEM PLS 3.0. The result is that there is a direct influence of digital marketing on brand image, but there is no significant influence of digital marketing on purchasing decisions. The results further state that brand image has a direct influence on purchasing decisions. Brand image is also able to mediate the indirect relationship between digital marketing and purchasing decisions. Theoretically, this research confirms that consumers do not immediately make purchasing decisions with digital marketing in a company, without knowledge about the brand image of the product they want to buy.
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): : 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.
Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Mie Gacoan Galuh Mas Karawang Dessy Septia Azzarah; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2485

Abstract

Nowadays, many culinary businesses have emerged with various characteristics and uniqueness, accompanied by the number of restaurants that continue to appear, which can be a threat as competition becomes increasingly fierce. This research was carried out with the aim of evaluating the impact of product and service quality on customer satisfaction at Mie Gacoan Galuh Mas Karawang. The research approach used was quantitative with Purposive Sampling, involving 96 respondents who were customers of the restaurant, selected using the Lemeshow formula. Hypothesis testing and multiple linear regression analysis to interpret data. From the research results, it is proven that product quality (X1) and service quality (X2) have a significant impact on customer satisfaction at Mie Gacoan Galuh Mas Karawang. In addition, simultaneously, (X1) and (X2) are also very significant for increasing customer satisfaction (Y). Data analysis shows that the Adjusted R Square value reached 0.763, indicating that 76.3% of the variation in customer satisfaction at Mie Gacoan Galuh Mas Karawang can be explained by the variables of product quality and service quality provided.
Pengaruh Fashion Involvement dan Hedonic Shopping Motivation Terhadap Impulse Buying pada Retail Fashion Uniqlo di Karawang Fadhilah Fatin; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2487

Abstract

The aim of the research is to analyze impulse buying (IB) at Uniqlo fashion retail in Karawang which can be influenced by fashion involvement (FI) and hedonic shopping motivation (HSM). Using a quantitative approach with a verification survey method. Data analysis was carried out using the path analysis method or path analysis with smart pls. Research shows that fashion involvement (FI) and hedonic shopping motivation (HSM) have a significant and positive effect. However, there is no direct effect between fashion involvement (FI) and impulse buying (IB), but there is a direct effect between hedonic shopping motivation (HSM) and impulse buying (IB). Apart from that, it was also found that there was direct effect between fashion involvement (FI) and impulse buying (IB) through hedonic shopping motivation (HSM). The conclusion was that the higher a person's level of fashion involvement (FI) and hedonic shopping motivation (HSM), the higher the possibility of them doing impulse buying (IB) at Uniqlo fashion retail in Karawang. The implications of this research can provide insight for fashion retail managers to better understand consumer behavior in the context of impulse buying (IB) and consider appropriate marketing strategies to increase sales.
Pengaruh Persepsi Kemudahan dan Kepercayaan Terhadap Keputusan Pembelian Menggunakan Dompet Digital Shopeepay Haya Maharani Lubis; Netti Nurlenawat; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2565

Abstract

The rapid development of technology provides convenience for its users. Technological advances that compete with finance create changes in people's behavior in making transactions on online purchases. This research aims to find out: 1) The effect of perceived convenience on trust in using shopeepay, 2) The effect of perceived convenience on purchasing decisions using shopeepay, 3) The effect of trust on purchasing decisions using shopeepay, 4) The effect of perceived convenience on purchasing decisions using shopeepay through trust, 5) The effect of perceived convenience and trust simultaneously on purchasing decisions. The research method is explanatory survey with a quantitative approach. The sampling technique used purposive sampling with a sample size of 96 respondents. The data analysis technique is path analysis. Perceived convenience has a positive and significant effect on trust. Partially, perceived convenience has a positive and significant effect on purchasing decisions. Partially, trust has a positive and significant effect on purchasing decisions. There is an indirect influence between perceived convenience on purchasing decisions mediated by trust. Perceptions of convenience and trust have a simultaneous and significant effect on purchasing decisions.
Efektivitas Strategi Pemasaran dalam Membangun Kepercayaan Pengguna Pada BKKBISA Atika Dwi Mabruroh; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2572

Abstract

In maintaining the growth of a business, efforts are needed to develop effective marketing strategies including digital marketing with the marketing mix method and strategies in increasing user trust. This study aims to determine the effectiveness of marketing strategies in building BKKBISA user trust. The research method used was a qualitative approach, data collection techniques were carried out by interview, observation, and documentation with the director of PT TNR Solution Indonesia, BKKBISA users, and HR. Sinergia (BKKBISA partnership). The results of this study indicate that the marketing strategy carried out by BKKBISA in building user trust is with product strategy, price, place, promotion, people, process, and physical evidence. In addition, stratregies are also used in increasing consumer confidence, such as ability, benevolance, and integrity. From the application of these strategies, it was found that the marketing strategy carried out was effective, this was evidenced by the increase in the number of BKKBISA users from before, namely from 516,861 users in early November 2023 to 546,539 users in December 2023. This increase has a good effect on the development of the company
Analisis Persepsi Konsumen Terhadap Kualitas Produk Lavanda Brownies Karawang Rahmi Yuliandhari; Netti Nurlenawati; Dexi Triadinda
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 6 No. 9 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i9.2573

Abstract

The purpose of this study is to investigate customer experiences with Lavanda Karawang goods and examine how customers view the quality of Lavanda Brownies products. The purpose of the qualitative descriptive approach is to gain a deeper understanding of customers' experiences and views regarding the quality of Lavanda Brownies products following a purchase. Data is gathered by observation, documentation, and interviews. Primary data for this study came from informants, and secondary data came from a variety of publications. Validation tests were conducted utilizing a source triangulation method to guarantee the accuracy of the data. The findings indicated that, as one of the elements contributing to a company's competitive advantage, the impression of product quality is significant. Also, customers frequently repurchase Lavanda items.
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 Nadhila Putri Netti Nurlenawat Netti Nurlenawati Rahmi Yuliandhari Rengga Madya Pranata Rifqi Azhar Faqih Shandikha Arya Yudha Rahman Ujang Suherman Zenita Apriani