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Pengaruh Atribut Kualitas Situs Belanja Sosial dalam Meningkatkan Partisipasi Konsumen, E-WOM Positif, dan Co-Shopping pada Sambal Mewah Bernoeng di Lampung Nabila, Nuzul Inas; Sari, Aida; Marvinita, Risda; Syahirah Vedy, Hanifah
Jurnal MADANI: Ilmu Pengetahuan, Teknologi, dan Humaniora Vol 7 No 2: September 2024
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/madani.v7i2.373

Social shopping websites are innovative online businesses accelerated by online social networks that allow retailers to reach consumers in new ways. Recent social e-commerce technologies focus on supporting exclusively the social aspect of the online shopping experience. More specifically, the objectives of this study are to identify website quality attributes that enhance consumer participation, positive eWOM, and co-shopping on social shopping websites, and to examine the mediating effect of participation on the relationships between website attributes and positive eWOM and co-shopping. Implications for designing social shopping websites that enhance consumer participation and behavioral outcomes are discussed. The method used for this study is a quantitative method, then analyzed by Smart PLS. The unit of analysis in this study is the consumer of Sambal Mewah Bernoeng. This study is expected to be able to reveal various factors that influence consumer participation, positive eWOM, and co-shopping on social shopping websites. The results of this study prove that there is a significant influence of entertainment and community encouragement on participation, there is no significant influence of visual aesthetics, navigation, user friendliness and privacy on participation and participation has a significant influence on increasing e-wom and co-shopping and the variables of visual aesthetics, navigation, user friendliness, privacy, entertainment, and community encouragement, participation in e-wom is 43%. The influence of the variables of visual aesthetics, navigation, user friendliness, privacy, entertainment, and community encouragement, participation in co shopping is 40.3%. If it passes the participation variable, it is greater, namely 58.1%. Abstrak Situs web belanja sosial merupakan bisnis online yang inovatif dipercepat oleh jejaring sosial online sehingga peritel dapat menjangkau konsumen dengan cara baru. Teknologi e-commerce sosial terbaru berfokus pada dukungan secara eksklusif terhadap aspek sosial dari pengalaman berbelanja online. Lebih khusus lagi, tujuan dari penelitian ini adalah untuk mengidentifikasi kualitas situs web atribut yang meningkatkan partisipasi konsumen, eWOM positif, dan co-shopping di situs web belanja sosial, dan untuk menguji efek mediasi dari partisipasi pada hubungan antara atribut situs web dan eWOM positif dan belanja bersama. Implikasi untuk merancang situs web belanja sosial yang meningkatkan partisipasi konsumen dan hasil perilaku akan dibahas. Metode yang digunakan untuk penelitian ini adalah metode kuantitatif, selanjutnya dianalisis Smart PLS. Unit analisis pada penelitian ini adalah konsumen Sambal Mewah Bernoeng. Penelitian ini diharapkan dapat mengemukakan berbagai faktor yang mempengaruhi partisipasi konsumen, eWOM positif, dan co-shopping di situs web belanja sosial. Hasil penelitian ini membuktikan adanya pengaruh yang signifikan hiburan dan dorongan komunitas terhadap partisipasi, tidak ada pengaruh yang signifikan estetika visual, navigasi, keramahan pengguna dan privasi terhadap partisipasi serta partisipasi memiliki pengaruh yang signifikan terhadap peningkatan e-wom dan co-shopping dan variabel estetika visual, navigasi, keramahan pengguna, privasi, hiburan, dan dorongan komunitas, partisipasi terhadap e-wom adalah 43%. Pengaruh variabel estetika visual, navigasi, keramahan pengguna, privasi, hiburan, dan dorongan komunitas, partisipasi terhadap co shopping sebesar 40,3%. Apabila melewati variabel partisipasi lebih besar yaitu 58,1%. Kata Kunci: Partisipasi Konsumen, E-WOM Positif, Co-Shopping

The Effect of Consumer's Feeled Values on Continuous Purchase Intention and Trust in Streamers as Mediation in E-Commerce Live-Streaming Sari, Aida; Nabila, Nuzul Inas; Marvinita, Risda; Azzahra, Nyimas Latifah
Jurnal MANDIRI: Ilmu Pengetahuan, Seni, dan Teknologi Vol 8 No 2: Desember 2024
Publisher : Lembaga Kajian Demokrasi dan Pemberdayaan Masyarakat (LKD-PM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33753/mandiri.v8i2.270

This study examines the influence of consumer perceived value on repeat purchase intention in live-streaming e-commerce, considering the mediating role of consumer trust. Based on the stimulus-organism-response (SOR) model, this study examines how stimuli in the form of utilitarian values, such as product quality, hedonic value, social value, and symbolic value offered by streamers in live streaming can trigger a psychological response in the form of consumer trust. This trust is hypothesized to mediate the relationship between these values and repeat purchase intentions. Using a quantitative approach with a sample of 205 respondents active in live streaming e-commerce, the results show that the four values perceived by consumers significantly affect trust in the streamer. Furthermore, this trust is shown to mediate the relationship between these values and repeat purchase intentions. These findings underscore the importance for streamers to focus not only on the functional aspects of the product (utilitarian value) but also on the emotional (hedonic value), social (social value), and symbolic (symbolic value) aspects in building strong relationships with consumers. Thus, streamers can design more effective marketing strategies to encourage consumers to make repeat purchases and increase loyalty to the platform.

PENGARUH KEPEMIMPINAN TRANSFORMASIONAL TERHADAP KEUNGGULAN BERSAING DENGAN PERILAKU INOVATIF SEBAGAI VARIABEL MEDIASI Adrianisya, Aqifa; Ribhan, Ribhan; Nabila, Nuzul Inas
Jurnal Bisnis dan Manajemen (JBM) JBM Vol 20 (2024): Issue 3
Publisher : Faculty of Economics and Business University of Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23960/jbm.v20i3.2639

The high number of competitors gives Micro, Small and Medium Enterprises (MSMEs) Sentra Keripik Pisang on Jalan PU Bandarlampung a competitive advantage, making it superior to similar business competitors. It requires transformational leadership that can encourage and facilitate innovation so that companies can survive in a highly competitive environment. This research aims to determine the impact of transformational leadership on competitive advantage and whether innovative behaviour mediates the impact of transformational leadership on competitive advantage. This type of research is quantitative, and the primary data was obtained by distributing questionnaires. The number of research samples was calculated according to Slovin’s formula, resulting in 130 respondents who were members or employees of the Sentra Keripik Pisang MSMEs on Jalan PU Bandar Lampung. Research data analysis using Structural Equation Modeling (SEM) was conducted using IBM SPSS AMOS 23 software. The results obtained from the research show a p-value> 0.05, so transformational leadership does not significantly impact competitive advantage. Furthermore, innovative behaviour completely mediates the impact of transformational leadership on competitive advantage with a significant value of the Sobel test of 2.811 or > 1.96 and p-value <0.05. Keywords: Transformational Leadership, Innovative Behavior, Competitive Advantage Abstrak Sentra Keripik Pisang di Jalan PU Bandarlampung menghadapi banyak pesaing, sehingga diperlukan keunggulan kompetitif untuk lebih menonjol dibandingkan usaha sejenis. Dalam hal ini, kepemimpinan transformasional berperan penting dalam mendorong dan memfasilitasi inovasi agar perusahaan dapat bertahan di lingkungan bisnis yang sangat kompetitif. Penelitian ini bertujuan untuk menganalisis pengaruh kepemimpinan transformasional terhadap keunggulan bersaing, serta mengevaluasi peran mediasi perilaku inovatif dalam hubungan tersebut. Penelitian ini menggunakan metode kuantitatif dengan data primer yang diperoleh melalui kuesioner. Sampel penelitian, sebanyak 130 responden yang merupakan anggota atau karyawan UMKM Keripik Pisang di Jalan PU Bandarlampung, ditentukan menggunakan rumus Slovin. Analisis data dilakukan dengan menggunakan Structural Equation Modeling (SEM) melalui perangkat lunak IBM SPSS AMOS 23. Hasil penelitian menunjukkan bahwa nilai p-value > 0,05, yang mengindikasikan bahwa kepemimpinan transformasional tidak memiliki pengaruh signifikan secara langsung terhadap keunggulan bersaing. Namun demikian, perilaku inovatif sepenuhnya memediasi hubungan tersebut, dengan nilai signifikansi uji Sobel sebesar 2,811 (lebih besar dari 1,96) dan p-value < 0,05. Kata Kunci: Kepemimpinan Transformasional, Perilaku Inovatif, Keunggulan Bersaing

The Influence of Entrepreneurial Characteristics and Digital Maturity on the Resilience of Micro, Small, and Medium Enterprises in Bandar Lampung, Indonesia Agusriyanto, Revando Bennedic; Ahadiat, Ayi; Nabila, Nuzul Inas
Economics and Digital Business Review Vol. 6 No. 1 (2025): Agustus - January
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v6i1.2272

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy; however, their resilience often faces numerous challenges. This study aims to analyze the influence of entrepreneurial characteristics and digital maturity on MSME resilience in Bandar Lampung. Using a quantitative approach, data were collected from 100 MSME owners through questionnaires and analyzed using multiple linear regression. The findings reveal that entrepreneurial characteristics positively influence business resilience, with a regression coefficient of 0.137 and a significance level of 0.061. Meanwhile, digital maturity has a more significant impact, with a regression coefficient of 0.729 and a significance level of 0.000. The R Square value of 0.668 indicates that 66.8% of the variation in business resilience can be explained by these two variables. These findings confirm that digital maturity plays a more dominant role than entrepreneurial characteristics in enhancing MSME resilience. Therefore, MSME owners are encouraged to adopt digital technology to strengthen their competitiveness and business resilience.

Pengaruh Self-Brand Connection Terhadap Kepuasan Pelanggan Dengan Pengalaman Merek Sebagai Mediasi Pada Produk Make Over Di Bandar Lampung Octaviana, Nadhila; Fihartini, Yuniarti; Nabila, Nuzul Inas
Economics and Digital Business Review Vol. 5 No. 2 (2024): February - July
Publisher : STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/ecotal.v5i2.1456

Penelitian ini bertujuan untuk meneliti pengaruh self-brand connection dan pengalaman merek terhadap kepuasan pelanggan merek Make Over di Bandar Lampung. Pada penelitian ini pendekatan yang digunakan adalah kuantitatif dengan teknik deskriptif. Penelitian ini menggunakan metode purposive sampling dalam menentukan sampel yang berdasarkan beberapa kriteria tertentu dengan populasi pelanggan Make Over di Bandar Lampung. Kuesioner disebarkan secara online melalui google form kepada 130 responden. Penelitian ini menggunakan Partial Least Square (PLS) dengan uji koefisien outer model dan inner model. Hasil penelitian menunjukan semua hipotesis diterima, yaitu self-brand connection dan pengalaman merek berpengaruh positif terhadap kepuasan pelanggan serta pengalaman merek memediasi hubungan antara self-brand connection dan kepuasan pelanggan.

The Influence of Live Streaming and Online Customer Reviews on Purchase Intention on Shopee Live Ningrum, Natasya Dwi Puspita; Mahrinasari MS; Nabila, Nuzul Inas
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1342

The rapid advancement of internet technology has significantly transformed consumer behavior, particularly in the realm of online shopping. Among the most prominent digital marketing strategies utilized by e-commerce platforms is the integration of live streaming and online customer reviews. These tools not only enhance user engagement but also play a critical role in shaping consumer perceptions and influencing their purchase decisions. This study investigates the impact of live streaming and online customer reviews on purchase intention, focusing specifically on Shopee Live users in Bandar Lampung. A quantitative research design was adopted, employing a purposive sampling technique to select 120 respondents who have previously watched Shopee Live sessions. Data were gathered through a structured questionnaire and analyzed using multiple linear regression with the aid of SPSS version 26. The findings reveal that both live streaming and online customer reviews exert a positive and statistically significant influence on consumers' purchase intentions. These results underscore the strategic importance of interactive and user-generated content in enhancing consumer trust and encouraging online purchases. The study offers practical insights for e-commerce marketers seeking to optimize their live streaming features and leverage customer feedback to drive sales and improve customer engagement.

The Influence of Brand Image, Price, and Product Quality on the Purchase Decision of Stella Room Fresheners in Bandar Lampung Endriyani, Fina; Ambarwati, Dwi Asri Siti; Nabila, Nuzul Inas
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.766

This study was conducted to determine the influence of brand image, price, and product quality on the purchase decision of Stella room freshener in Bandar Lampung City. The sample of this study was 160 respondents who were taken by nonprobability sampling with the criteria of respondents who intended to buy Stella room freshener in Bandar Lampung City. Data collection used primary data, namely the distribution of questionnaires to students and the community of Bandar Lampung City and interviews with PT Catur Sentosa Anugerah (PT CSAN) as the official distribution of PT Godrej Indonesia, while secondary data were literature, journals of previous researchers, which were then analyzed. Data analysis tools using SPSS software version 27 are multiple linear analysis, partial testing (t), simultaneous testing (f), validity testing, reliability testing and coefficient of determination analysis (R2). R Square research shows that brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y) by 52.1%. The results of the t test of brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y). The results of the f test of brand image (X1), price (X2), and product quality (X3) of 0.000 mean that simultaneously there is an influence on purchasing decisions (Y).

Pengaruh Digital Orientation dan Digital Capability terhadap Digital Transformation Bisnis (Studi pada Industri Minuman Kopi di Bandar Lampung) Salwa AG, Raden Roro; MS, Mahrinasari; Nabila, Nuzul Inas
Jurnal Ekonomika Dan Bisnis (JEBS) Vol. 5 No. 3 (2025): Mei-Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jebs.v5i3.2756

This study aims to analyze the influence of Digital Orientation and Digital Capability on Digital Transformation in the coffee beverage industry in Bandar Lampung. Digital Transformation refers to the integration of digital technology to fundamentally transform business operations and deliver value to customers. The approach employed in this research is the Resource-Based Theory (RBT), specifically the perspectives of resource orchestration and dynamic managerial capability (DMC), which emphasize the importance of resources and capabilities in driving digital transformation. This research utilizes a quantitative approach, with primary data collected through questionnaires distributed to 100 respondents comprising owners or managers of coffee shops in Bandar Lampung. The analytical method used is multiple linear regression to examine the relationships among Digital Orientation, Digital Capability, and Digital Transformation. The results of the study indicate that Digital Orientation has a positive and significant effect on Digital Transformation, reflected in technology-based business strategies and commitment to digital innovation. Furthermore, Digital Capability, which includes technology access, adaptation, and the development of digital solutions, also significantly contributes to the success of digital transformation. This study provides practical insights for the coffee beverage industry to enhance competitiveness by strengthening digital orientation and capabilities.

The Influence of Brand Image, Price, and Product Quality on the Purchase Decision of Stella Room Fresheners in Bandar Lampung Endriyani, Fina; Ambarwati, Dwi Asri Siti; Nabila, Nuzul Inas
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.766

This study was conducted to determine the influence of brand image, price, and product quality on the purchase decision of Stella room freshener in Bandar Lampung City. The sample of this study was 160 respondents who were taken by nonprobability sampling with the criteria of respondents who intended to buy Stella room freshener in Bandar Lampung City. Data collection used primary data, namely the distribution of questionnaires to students and the community of Bandar Lampung City and interviews with PT Catur Sentosa Anugerah (PT CSAN) as the official distribution of PT Godrej Indonesia, while secondary data were literature, journals of previous researchers, which were then analyzed. Data analysis tools using SPSS software version 27 are multiple linear analysis, partial testing (t), simultaneous testing (f), validity testing, reliability testing and coefficient of determination analysis (R2). R Square research shows that brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y) by 52.1%. The results of the t test of brand image (X1), price (X2), and product quality (X3) influence purchasing decisions (Y). The results of the f test of brand image (X1), price (X2), and product quality (X3) of 0.000 mean that simultaneously there is an influence on purchasing decisions (Y).

The Influence of Electronic Word of Mouth and Influencer Marketing on Purchase Intention of Facetology Skincare Products on TikTok: A Study on Generation Z in Bandar Lampung Puspitasari, Mutiara; Roslina, Roslina; Nabila, Nuzul Inas
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 3 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i3.882

This study aims to determine the effect of Electronic Word of Mouth (E-WOM) and Influencer Marketing on the purchase intention of Facetology skincare products on TikTok among Generation Z. The method used is descriptive research with data collection through questionnaires to 170 respondents, then analyzed using multiple linear regression. The results of the study indicate that the Electronic Word of Mouth (EWOM) variable on TikTok social media has a positive and significant effect on the purchase intention of Facetology products among Generation Z in Bandar Lampung, which means the better the consumer's perception of the information shared, the higher their interest in purchasing. In addition, Influencer Marketing is also proven to have a positive and significant effect indicating that the quality of promotion, credibility, attractiveness, and the ability of influencers to convey product value are important factors that motivate consumers to make purchases. The implications of this study are expected to contribute to business actors to be more competent in integrating appropriate promotional strategies using E-WOM and Influencer marketing.

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