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All Journal Jurnal Pengembangan Wiraswasta Al-Kharaj: Journal of Islamic Economic and Business Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah International Journal of Social, Economic, and Business
Ety Dwi Susanti
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Analisis Persepsi, Perilaku dan Preferensi Masyarakat Terhadap Penggunaan Ulang Ovo di Surabaya M. Richowanto; Ety Dwi Susanti
Jurnal Pengembangan Wiraswasta Vol 23, No 1 (2021): JPW Edisi April 2021
Publisher : LP2M Sekolah Tinggi Ilmu Ekonomi IPWI Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (478.348 KB) | DOI: 10.33370/jpw.v23i1.518

Abstract

Penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah pengguna dompet digital (e-wallet) OVO di Surabaya. Jumlah sempel yang digunakan adalah sebanyak 100 responden dengan menggunakan metode purposive sampling. Teknik analisis data menggunakan teknik analisis regresi linier berganda dengan bantuan alat hitung SPSS for windows versi 23.0. Temuan penelitian ini menunjukkan bahwa: (1) Persepsi masyarakat berpengaruh positif dan signifikan terhadap penggunaan ulang dompet digital (e-wallet) OVO di Surabaya. (2) Perilaku masyarakat berpengaruh positif dan signifikan terhadap penggunaan ulang dompet digital (e-wallet) OVO di Surabaya. (3) Preferensi masyarakat berpengaruh positif dan signifikan terhadap penggunaan ulang dompet digital (e-wallet) OVO di Surabaya.  Penelitian ini menghasilkan kesimpulan bahwa variabel persepsi masyarakat, perilaku masyarakat, dan preferensi masyarakat berpengaruh signifikan terhadap penggunaan ulang dompet digital (e-wallet) OVO di Kota Surabaya.Kata kunci: Persepsi Masyarakat; Perilaku Masyarakat; Preferensi Masyarakat; Penggunaan Ulang ABSTRACTThis research uses quantitative methods. The population in this study were users of the OVO digital wallet in Surabaya. The number of samples used was 100 respondents using purposive sampling method. The data analysis technique uses multiple linear regression analysis techniques with the help of the calculation tool SPSS for windows version 23.0. The findings of this study indicate that: (1) Community perception has a positive and significant effect on the reuse of the OVO digital wallet in Surabaya. (2) Community behavior has a positive and significant effect on the reuse of the OVO digital wallet in Surabaya. (3) Community preference have a positive and significant effect on the reuse of the OVO digital wallet in Surabaya. This study resulted in the conclusion that the variables of community perception, community behavior, and community preference had a significant effect on the reuse of the OVO digital wallet in Surabaya.Keywords: Community Perception; Community Behavior; Community Preference; Reuse
Pengaruh Affiliate Marketing, Live Shopping, Price Discount terhadap Impulse Buying Produk Hanasui di E-Commerce Shopee: Studi pada Generasi Z di Surabaya Riska Nur Khaula; Ety Dwi Susanti
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 9 (2025): 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.v7i9.8582

Abstract

The development of digital technology has driven significant changes in consumer behavior, particularly in online shopping activities. Generation Z, as active e-commerce users, shows a high tendency for impulse buying, especially in purchasing skincare products. The purpose of the research is to analyze whether affiliate marketing, live shopping, and price discounts influence the impulse buying of Hanasui products on Shopee. The method used falls under quantitative research with an associative causal study. The population used in this study consists of followers of the Hanasui Official Shop on Shopee, with a total of 96 respondents. The sampling technique used was non-probability sampling, which falls under purposive sampling. Based on the research results, it is concluded simultaneously that affiliate marketing, live shopping, and price discounts have a significant influence on the impulse buying variable. Partially, affiliate marketing and live shopping have been proven to significantly and positively influence impulse buying, whereas the price discount variable has been shown to have no effect.
The Influence of Variety Seeking, Dissatisfaction, and Lifestyle on Smartphone Brand Switching from Android to iPhone (A Study on Students of UPN "Veteran" Jawa Timur) Redyvastyo Ari Nurogo; Ety Dwi Susanti
International Journal of Social, Economic, and Business Vol. 2 No. 2 (2025): December 2025
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i2.112

Abstract

The intense competition in the smartphone industry in Indonesia requires companies to continuously innovate in order to maintain consumer loyalty and prevent brand switching. The phenomenon of brand switching, particularly from Android to iPhone, is influenced by various psychological and social factors. This study aims to analyze the influence of Variety Seeking, Dissatisfaction, and Lifestyle on brand switching among students of UPN "Veteran" Jawa Timur. This research employs a quantitative method with a causal associative design. The sample consists of 100 UPN "Veteran" Jawa Timur students who have switched from Android to iPhone, selected using purposive sampling techniques. Primary data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS software. The findings reveal that the three variables significantly affect brand switching, both collectively (simultaneously) and individually (partially). The adjusted coefficient of determination (Adjusted R Square) shows that these factors collectively explain 40.2% of the variation in brand switching decisions. Further analysis indicates that Variety Seeking is the most dominant factor, contributing 47.38%, followed by Dissatisfaction at 40.24%, and Lifestyle at 12.38%. Based on these results, the desire to seek new experiences emerges as the primary driver of brand switching, strengthened by dissatisfaction with previous products and validated by lifestyle compatibility.
The Effect of Marketing Mix on Sales Volume at UD. Design Kencono Marshyanda Putri Nurhidayah; Ety Dwi Susanti
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.7984

Abstract

Indonesia's economic growth is significantly influenced by small and medium industries (SMEs). In addition to creating jobs, SMEs encourage economic expansion in various regions, including rural areas. The purpose of this study was to analyze the influence of the marketing mix consisting of products, prices, locations, and promotions on sales volume in UD. Design Kencono Ponorogo. A type of associative research using a quantitative approach was used in this study. The population and sample are UD employees. Plan a Kencono of 50 people. The saturated sampling technique was used in this study because the population was less than 100. The type of data used is primary data, using data collection techniques through the distribution of questionnaires to UD employees. Design Kencono Ponorogo. Using multiple linear analysis techniques through SPSS version 26, to determine the influence of Marketing Mix indicators (Products, Prices, Locations, Promotions) on Sales Volume in UD. Design Kencono. The results of the F test study show that, where the Marketing Mix indicators in the form of Products (X1), Price (X2), Location (X3), and Promotion (X4) together have a significant effect on Sales Volume (Y). The results of the study in the T test, only Products (X1) and Price (X2) had a partial significant effect on Sales Volume (Y), while for Location (X3) and Promotion (X4) there was no partial significant effect on Sales Volume (Y). The results of the determination test showed that the Product, Price, Location, and Promotion variables had the ability of 50.9% to explain the Sales Volume variable, while other variables that were not included in this study accounted for the remaining 49.1%.
Co-Authors M. Richowanto Marshyanda Putri Nurhidayah Redyvastyo Ari Nurogo Riska Nur Khaula