Garuda - Garba Rujukan Digital

Analisis Pengaruh Strategi Pemasaran Digital terhadap Preferensi Belanja Generasi Z di Platform E-Commerce Ibrahim, Fauziah; Nugrahaningsih, Hartanti
Diversity: Jurnal Ilmiah Pascasarjana Vol. 5 No. 3 (2025): Diversity: Jurnal Ilmiah Pascasarjana
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/diversityjournal.v5i3.21363

ABSTRACT The impact of digital technology development has driven significant changes in marketing strategies, particularly in the e-commerce sector. Generation Z, who grew up with the internet and social media, has become the primary target for various e-commerce platforms such as Tokopedia, Shopee, Lazada, and TikTok Shop. This study aims to analyze the influence of digital marketing strategies on Generation Z's shopping preferences on e-commerce platforms. The focus of digital marketing strategies in this study includes social media marketing, influencer marketing, ad personalization, online promotions, and user-generated content (UGC). This study employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SmartPLS software. The respondents in this study are Generation Z aged 15–26 years who are active shoppers on e-commerce platforms. The results of the study indicate that not all digital marketing strategies have a significant impact on shopping preferences. Among the variables tested, user-generated content was found to have the most significant influence in increasing Generation Z's shopping tendencies, while influencer marketing and social media marketing showed positive but non-significant effects. These findings emphasize the importance of authentic content and consumer participation in shaping digital shopping preferences. This study provides strategic recommendations for e-commerce players to further optimize user-content-based approaches to attract and retain Generation Z consumers.

Pengaruh Kompensasi dan Beban Kerja Terhadap Kinerja Karyawan PT Agung Wijaksana Utama Sakti Marga Yuda Firmansyah; Hartanti Nugrahaningsih; Muhammad Zakie Hanifan
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.21

The aim of this research is to determine the effect of savings and workload on the performance of PT Agung Wijaksana Utama Sakti employees in Jakarta. The method used by this researcher is a quantitative method using primary data. Data were collected using a questionnaire distributed to employees of PT Agung Wijaksana Utama Sakti in Jakarta with a total of 40 respondents. The results of data analysis using the SPSS Version 26 application, the data analysis method using correlation and regression, the results are as follows: Results of X1 for Y produce R = 485, Results of X2 for Y produce R = 259, Results of X1 and The partial hypothesis t test shows tcount = 3.423 > ttable = 1.685, meaning there is a relationship between improvement and performance. The partial hypothesis test is tcount = 1.782 > ttable = 1.685. This means that there is an influence between workload and performance. Hypothesis test Fcount = 6.574> Ftable = 3.25 then Ho is rejected (Ha is accepted), meaning that there is an influence between compensation and workload together on employee performance.

Pengaruh Harga dan Online Customer Review Terhadap Minat Beli Produk Skincare Scarlett Pada Pengguna Shopee Yuliana Arsita; Hartanti Nugrahaningsih; Ecin Kuraesin
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.23

The purpose of this study was to determine the effect of price and online customer reviews on buying interest in Scarlett skincare products for Shopee users. This type of research is quantitative research. The sampling technique was carried out using the Slovin formula. The sample used was 90 respondents. The testing tool used is SPSS v25 software. The analysis technique used is multiple linear regression analysis, multiple correlation analysis. The results of this study indicate partially that the price and online customer review variables have a significant effect on buying interest. Simultaneously, the price and online customer review variables have a significant effect on purchase intention, In addition, the coefficient of determination shows that the effect of X1 and X2 on Y is 0.437 = 43.7% and the remaining 56.3% is influenced by variables outside the model studied.

Pengaruh Product Design Dan Brand Image Terhadap Loyalitas Pelanggan Toko Rabbani Bogor Ita Anjani; Hartanti Nugrahaningsih; Leny Muniroh
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.33

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh product design dan brand image terhadap loyalitas pelanggan secara simultan dan persial. Penelitian ini menggukan metode pendekatan kuantitatif data yang digunakan dalam penelitian ini adalah data primer yang di peroleh dari penyebaran kuesioner. Populasi dalam penelitian ini yaitu pelanggan aktif Rabbani Bogor. Pengambilan data menggunakan kuesioner yang disebarkan kepada 65 pelanggan aktif Rabbani Bogor. Hasil analisis data menggunakan SPSS versi 26 adalah sebagai berikut: dipeiroleih peirsamaan reigreisi Y = 2,601 + 0,163 X1 + 0,667 X2,. Uji koefesien korelasi menunjukan R = 0,789. Uji hipotesis persial menunjukan t hitung = 8,545 dan t tabael = 1,669 menunjukan terdapat hubungan antara product design dengan loyalitas pelanggan. Uji hipotesis persial t hitung = 10,060 dan t tabel 1,669 menunjukan terdapat hubungan antara brand image dengan loyalitas pelanggan. Uji hipotesis F hitung = 51,053 > 3,15 Dengan demikian maka H0 ditolak dan H3 diterima, hal ini menunjukkan bahwa terdapat pengaruh yang signifikan secara simultan antara produict deisign dan brand imagei terhadap loyalitas pelanggan di Toko Rabbani Bogor.

Pengaruh Variasi Produk Dan Kemasan Terhadap Keputusan Pembelian Jilan Nabila Hajarakhuwailid; Hartanti Nugrahaningsih; Leny Muniroh
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 3 (2024)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v2i3.84

Competition in the bakery world is getting tighter day by day, not only from big players but also from small players in the home bakery industry who are also enlivening the bakery business world. There are many ways that must be done to win the competition or to survive. The aim of this research is to find out whether product and packaging variations are factors that can influence purchasing decisions or not. After conducting research, using the Structural Equation Model (SEM) method using the SmartPLS 4 application. The results of this research are that product and packaging variations have a simultaneous effect on purchasing decision variables, then the coefficient of the relationship between product variations and purchasing decisions shows a significant influence, and the coefficient of the relationship between packaging and purchasing decisions shows that packaging has a positive and significant effect

Pengaruh Kompensasi dan Beban Kerja Terhadap Kinerja Karyawan PT Agung Wijaksana Utama Sakti Marga Yuda Firmansyah; Hartanti Nugrahaningsih; Muhammad Zakie Hanifan
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.21

The aim of this research is to determine the effect of savings and workload on the performance of PT Agung Wijaksana Utama Sakti employees in Jakarta. The method used by this researcher is a quantitative method using primary data. Data were collected using a questionnaire distributed to employees of PT Agung Wijaksana Utama Sakti in Jakarta with a total of 40 respondents. The results of data analysis using the SPSS Version 26 application, the data analysis method using correlation and regression, the results are as follows: Results of X1 for Y produce R = 485, Results of X2 for Y produce R = 259, Results of X1 and The partial hypothesis t test shows tcount = 3.423 > ttable = 1.685, meaning there is a relationship between improvement and performance. The partial hypothesis test is tcount = 1.782 > ttable = 1.685. This means that there is an influence between workload and performance. Hypothesis test Fcount = 6.574> Ftable = 3.25 then Ho is rejected (Ha is accepted), meaning that there is an influence between compensation and workload together on employee performance.

Pengaruh Harga dan Online Customer Review Terhadap Minat Beli Produk Skincare Scarlett Pada Pengguna Shopee Yuliana Arsita; Hartanti Nugrahaningsih; Ecin Kuraesin
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.23

The purpose of this study was to determine the effect of price and online customer reviews on buying interest in Scarlett skincare products for Shopee users. This type of research is quantitative research. The sampling technique was carried out using the Slovin formula. The sample used was 90 respondents. The testing tool used is SPSS v25 software. The analysis technique used is multiple linear regression analysis, multiple correlation analysis. The results of this study indicate partially that the price and online customer review variables have a significant effect on buying interest. Simultaneously, the price and online customer review variables have a significant effect on purchase intention, In addition, the coefficient of determination shows that the effect of X1 and X2 on Y is 0.437 = 43.7% and the remaining 56.3% is influenced by variables outside the model studied.

Pengaruh Product Design Dan Brand Image Terhadap Loyalitas Pelanggan Toko Rabbani Bogor Ita Anjani; Hartanti Nugrahaningsih; Leny Muniroh
Indonesian Journal of Innovation Multidisipliner Research Vol. 1 No. 3 (2023)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v1i3.33

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh product design dan brand image terhadap loyalitas pelanggan secara simultan dan persial. Penelitian ini menggukan metode pendekatan kuantitatif data yang digunakan dalam penelitian ini adalah data primer yang di peroleh dari penyebaran kuesioner. Populasi dalam penelitian ini yaitu pelanggan aktif Rabbani Bogor. Pengambilan data menggunakan kuesioner yang disebarkan kepada 65 pelanggan aktif Rabbani Bogor. Hasil analisis data menggunakan SPSS versi 26 adalah sebagai berikut: dipeiroleih peirsamaan reigreisi Y = 2,601 + 0,163 X1 + 0,667 X2,. Uji koefesien korelasi menunjukan R = 0,789. Uji hipotesis persial menunjukan t hitung = 8,545 dan t tabael = 1,669 menunjukan terdapat hubungan antara product design dengan loyalitas pelanggan. Uji hipotesis persial t hitung = 10,060 dan t tabel 1,669 menunjukan terdapat hubungan antara brand image dengan loyalitas pelanggan. Uji hipotesis F hitung = 51,053 > 3,15 Dengan demikian maka H0 ditolak dan H3 diterima, hal ini menunjukkan bahwa terdapat pengaruh yang signifikan secara simultan antara produict deisign dan brand imagei terhadap loyalitas pelanggan di Toko Rabbani Bogor.

Pengaruh Variasi Produk Dan Kemasan Terhadap Keputusan Pembelian Jilan Nabila Hajarakhuwailid; Hartanti Nugrahaningsih; Leny Muniroh
Indonesian Journal of Innovation Multidisipliner Research Vol. 2 No. 3 (2024)
Publisher : Institute of Advanced Knowledge and Science

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijim.v2i3.84

Competition in the bakery world is getting tighter day by day, not only from big players but also from small players in the home bakery industry who are also enlivening the bakery business world. There are many ways that must be done to win the competition or to survive. The aim of this research is to find out whether product and packaging variations are factors that can influence purchasing decisions or not. After conducting research, using the Structural Equation Model (SEM) method using the SmartPLS 4 application. The results of this research are that product and packaging variations have a simultaneous effect on purchasing decision variables, then the coefficient of the relationship between product variations and purchasing decisions shows a significant influence, and the coefficient of the relationship between packaging and purchasing decisions shows that packaging has a positive and significant effect

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