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Journal : Forum Bisnis dan Kewirausahaan

Pengaruh Harga Dan Promosi Penjualan Shopee FoodTerhadap Minat Beli Konsumen Di Kota Palembang Octavianus Calvin; Maria Josephine Tyra
FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN - SINTA 4 Vol 12 No 1 (2022): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v12i1.3264

Abstract

Penelitian ini bertujuan untuk membuktikan pengaruh harga dan promosi penjualan Shopeefood terhadap minat beli konsumen di Kota Palembang. Populasinya adalah masyarakat Palembang yang mengetahui layanan pesan antar makanan Shopeefood. Purposive sampling digunakan sebagai teknik pengambilan sampel. Teknik analisis data menggunakan uji validitas, dan reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa harga dan promosi penjualan Shopeefood memiliki pengaruh positif dan signifikan terhadap minat beli konsumen di Kota Palembang
Pengaruh Harga, Promosi Penjualan, Dan Shopping Lifestyle Terhadap Impulse BuyingPadaPlatform Tiktok Shop Delvin Ferrary; Lina Lina; Maria Josephine Tyra
FORBISWIRA FORUM BISNIS DAN KEWIRAUSAHAAN Vol 13 No 1 (2023): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v13i1.6044

Abstract

This research was conducted with the aim of knowing the effect of the variables Price, Sales Promotion,and Shopping Lifestyle on Impulse Buying on the Tiktok Shop Platform. The population in this study are users of theTiktok application with a sample of Tiktok Shop consumers on the Tiktok application. The sample in this study wasdetermined using a non-probability sampling technique with a purposive sampling approach, namely 120 respon�dents. The results of this study indicate that the variables Price and Shopping Lifestyle partially have a positive andsignificant effect on Impulse Buying on the Tiktok Shop platform. While the Sales Promotion variable partially hasno effect and is not significant on Impulse Buying on the Tiktok Shop platform.
PENGARUH DISSATISFACTION, LOW-QUALITY, DAN ALTERNATIVE ATTRACTIVENESS TERHADAP NIAT BERALIH KONSUMEN KE PRODUK KOSMETIK RAMAH LINGKUNGAN (THE BODY SHOP BRAND) YANG DIMODERASI SWITCHING COST Marsella, Marsella; Tyra, Maria Josephine; Lina, Lina
Forum Bisnis Kewirausahaan Vol 14 No 1 (2024): Forum Bisnis Dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v14i1.7626

Abstract

This study aims to determine the effect of dissatisfaction, low quality, and alternative attractiveness on consumer switching intentions to environmentally friendly cosmetic products moderated by switching costs. The data used is primary data. The sampling technique used was purposive sampling and obtained 198 respondents. The results show that the main factors that influence consumer intention to switch are alternative attractiveness variables and switching costs. While no significant relationship was found between the variables of dissatisfaction, low quality, and the moderating effect of switching costs on these three variables in influencing consumer intention to switch to environmentally friendly cosmetic products.
ANALISIS PENGARUH SENSITIVITAS HARGA TERHADAP PERILAKU PEMBELIAN KONSUMEN AVOSKIN DI KOTA PALEMBANG: PENGAPLIKASIAN TEORI PERILAKU TERENCANA Wulandari, Siska; Tyra, Maria Josephine; Lina, Lina
Forum Bisnis Kewirausahaan Vol 14 No 2 (2025): Forum Bisnis Dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v14i2.9665

Abstract

This study analyses the influence of TPB and price sensitivity on green purchasing behaviour of Avoskin generation Z consumers and millennials in Palembang, mediated by green purchasing intention. 191 respondents were processed using smart PLS 3. The results of this study found that attitude and behavioural control have a significant positive relationship with Avoskin purchase intention. Behavioural control, subjective norms, and green purchase intentions have a positive and significant effect on consumer green purchasing behaviour. Green purchase intention mediates attitude towards Avoskin green purchasing behaviour, full mediation. Green purchase intention mediates behavioural control on Avoskin's green purchasing behaviour, partial mediation. Keyword: Attitude, Subjective Norm, Behavioural Control, Price Sensitivity, Green Purchase Intention, Green PurchaseBehaviour
PENGARUH FEAR OF MISSING OUT TERHADAP IMPULSE BUYING PRODUK FASHION SHOPEE DI KOTA PALEMBANG Vinatan, Tristama; Lina, Lina; Tyra, Maria Josephine
Forum Bisnis Kewirausahaan Vol 15 No 1 (2025): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v15i1.13576

Abstract

This study aims to determine the effect of fear of missing out (FOMO) on impulse buying of fashion products that occurs through the Shopee marketplace, especially in Palembang. The data used in this research is primary data. The population in this study are people in the city of Palembang who use the Shopee application. The sampling technique used was a purposive sampling method and obtained 50 samples. Hypothesis testing is done by multiple regression analysis. The results of this study indicate that partially, fears and worries have a positive and significant effect on impulse buying, while anxieties have a positive but not significant effect on impulse buying. Simultaneously, fears, worries, and anxieties have a positive and significant effect on impulse buying.
PENGARUH E-SERVICE QUALITY DAN E-TRUST TERHADAP KEPUTUSAN PENGGUNAAN PINJAMAN ONLINE EASYCASH Lina, Lina; Tyra, Maria Josephine
Forum Bisnis Kewirausahaan Vol 15 No 1 (2025): Forum Bisnis dan Kewirausahaan
Publisher : LPPM Universitas Multi Data Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35957/forbiswira.v15i1.13539

Abstract

This study aims to determine the effect of E-Service Quality and E-Trust on the decision to use. The data used in this study is primary data. The population in this research consists of users of online loan services on the EasyCash platform. The sampling technique applied was purposive sampling, involving a total of 100 respondents. Hypothesis testing was conducted using descriptive statistical analysis, data quality testing, classical assumption testing, as well as T-test and F-test, with results processed using SPSS. The findings of this study indicate that E-Service Quality and E-Trust implemented by EasyCash have a positive and significant effect on the decision to use online loans on the EasyCash platform. Kata Kunci: E-Service Quality, E-Trust, Decision to Use