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All Journal Community Engagement and Emergence Journal (CEEJ) GEMAH RIPAH: Jurnal Bisnis
Dedi Junaedi
Universitas Langlang Buana
Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions

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Pengaruh Meme Marketing Dan E – Word Of Mouth Terhadap Keputusan Pembelian Di Marketplace Shopee Farhan Khairudin; Ahmad Johan; Dedi Junaedi
Community Engagement and Emergence Journal (CEEJ) Vol. 7 No. 6 (2026): Community Engagement & Emergence Journal (CEEJ)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ceej.v7i6.11388

Abstract

This study aims to analyze the influence of Meme Marketing and Electronic Word of Mouth on Purchase Decisions among Shopee marketplace users. The background of this research is based on the rapid development of digital marketing, which increasingly utilizes creative meme-based content and electronic consumer communication as tools to influence purchasing behavior. This study employed a quantitative method with descriptive and verificative approaches. The population consisted of Generation Z users of the Shopee marketplace in Bandung City, with a sample of 200 respondents selected using a non-probability sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results showed that the mean score of Meme Marketing was 3.88, Electronic Word of Mouth was 4.16, and Purchase Decision was 4.13, all of which were categorized as high. Hypothesis testing revealed that Meme Marketing has a positive and significant effect on Purchase Decisions, Electronic Word of Mouth has a positive and significant effect on Purchase Decisions, and both Meme Marketing and Electronic Word of Mouth simultaneously have a positive and significant effect on Purchase Decisions. The coefficient of determination value of 0.600 indicates that the two independent variables explain 60% of the variation in Purchase Decisions, while the remaining 40% is influenced by other factors outside the scope of this study. The findings imply that optimizing meme marketing strategies and managing electronic word of mouth effectively can enhance consumer purchase decisions on the Shopee marketplace.
PENGARUH BEBAN KERJA DAN LINGKUNGAN KERJA TERHADAP KINERJA APARATUR SIPIL NEGARA (ASN) PADA DINAS SUMBER DAYA AIR DAN BINA MARGA KOTA BANDUNG Anisah Suci Hamidah; Fajar Eryanto Septiawan; Dedi Junaedi
ECONOMOS Vol 6 No 02 (2026): EKONOMI DAN BISNIS
Publisher : KELOMPOK KOMUNITAS LABORATORIUM PENELITIAN (COMMUNITY OF RESEARCH LABORATORY)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69957/grjb.v6i02.2806

Abstract

Penelitian ini menganalisis pengaruh beban kerja dan lingkungan kerja terhadap kinerja ASISTEN PNS (ASN) di Dinas Sumber Daya Air dan Bina Marga Kota Bandung. Penelitian ini bertujuan untuk mendeskripsikan kondisi beban kerja, lingkungan kerja, dan kinerja ASN, serta untuk menguji pengaruh parsial dan simultan beban kerja dan lingkungan kerja terhadap kinerja. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif serta desain survei. Populasi terdiri dari 85 ASISTEN PNS, yang semuanya digunakan sebagai sampel melalui pengambilan sampel jenuh. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan statistik deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, dan regresi linier berganda dengan IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa beban kerja berada pada kategori tinggi (rata-rata 3,97), lingkungan kerja juga berada pada kategori tinggi (rata-rata 4,03), dan kinerja ASN berada pada kategori sangat tinggi (rata-rata 4,27). Secara parsial, beban kerja memiliki pengaruh positif yang signifikan terhadap kinerja ASN (p < 0,001), dan lingkungan kerja juga memiliki pengaruh positif yang signifikan terhadap kinerja ASN (p = 0,003). Secara bersamaan, beban kerja dan lingkungan kerja secara signifikan mempengaruhi kinerja ASN (p < 0,001) dengan koefisien determinasi sebesar 35,1%, sedangkan 64,9% dijelaskan oleh faktor lain di luar model. Temuan ini menegaskan bahwa pengelolaan beban kerja yang proporsional dan lingkungan kerja yang kondusif sangat penting untuk mempertahankan dan meningkatkan kinerja ASN di instansi pekerjaan umum dengan tugas yang kompleks.
Co-Authors Anisah Suci Hamidah Dudi Hendaryan Farhan Khairudin Ike Anita Ludi Hermawan Mirna Nurwenda Nofrita Nofrita