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All Journal Jurnal Pengembangan Wiraswasta Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
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.
Co-Authors M. Richowanto Riska Nur Khaula