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All Journal Jurnal Media Wahana Ekonomika JAM : Jurnal Aplikasi Manajemen PROCEEDING INTERNASIONAL SEMINAR Jurnal SOLMA J-MAS (Jurnal Manajemen dan Sains) EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Samudra Ekonomi dan Bisnis International Journal of Economics Development Research (IJEDR) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN JIIP (Jurnal Ilmiah Ilmu Pendidikan) Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Kolaboratif Sains Wiga : Jurnal Penelitian Ilmu Ekonomi MES Management Journal Jurnal Ekonomi, Bisnis dan Manajemen Sambulugana Jurnal Pengabdian dan Pengembangan Masyarakat Indonesia Journal of Social Commerce Jurnal Manajemen Kreatif dan Inovasi Tadulako International Journal of Applied Management (TaJAM) Jurnal Riset Rumpun Ilmu Ekonomi (JURRIE) Jurnal Kajian dan Penelitian Umum Sammajiva: Jurnal Penelitian Bisnis dan Manajemen Jurnal Ekonomi Kreatif Indonesia Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Inovasi Bisnis Indonesia (JIBI) Maslahah: Jurnal Manajemen dan Ekonomi Syariah Al-Hayat: Natural Sciences, Health & Environment Journal Journal Economic Excellence Ibnu Sina Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Sasambo: Jurnal Abdimas (Journal of Community Service) eJEBA Journal of Humanities, Community Service, and Empowerment
IRA NURIYA SANTI
Jurusan Manajemen, Fakultas Ekonomi, Universitas Tadulako
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Analisis Strategi Pemasaran dalam Meningkatkan Penjualan pada CV Hj. Mbok Sri Palu Sri Ayu Suci Maharani; Zakiyah Zahara; Asriadi; Ira Nuriya Santi
Al-Hayat: Natural Sciences, Health & Environment Journal Vol. 2 No. 1 (2024): Al-Hayat: Natural Sciences, Health & Environment Journal 
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alhayat.v2i1.1857

Abstract

In the current era of digitalization, it is very important for entrepreneurs to be adaptive and creative in attracting customer purchases to increase sales results. Sales can increase by implementing various marketing strategies, such as online marketing, promotions, and so on. CV Hj. Mbok Sri Palu is a business engaged in souvenirs typical of the Palu region. This study aims to analyze marketing strategies in order to increase sales on CV Hj. Mbok Sri Palu. This study used descriptive qualitative research method. The data sources used are primary data sources and secondary data with data collection methods using observation, interview and literature studies or literature reviews. The results of this study prove that CV Hj. Mbok Sri Palu implements marketing strategies, including providing offline and online purchase services, looking for quality material suppliers, providing friendly and polite service to customers, holding promotions through social media and marketplaces, providing discounts to customers who make purchases in large quantities, providing a comfortable and clean rest area so that buyers who visit the center CV Hj. Mbok Sri Palu souvenirs can enjoy a break from travel as well as shopping for souvenirs.In the current era of digitalization, it is very important for entrepreneurs to be adaptive and creative in attracting customer purchases to increase sales results. Sales can increase by implementing various marketing strategies, such as online marketing, promotions, and so on. CV Hj. Mbok Sri Palu is a business engaged in souvenirs typical of the Palu region. This study aims to analyze marketing strategies in order to increase sales on CV Hj. Mbok Sri Palu. This study used descriptive qualitative research method. The data sources used are primary data sources and secondary data with data collection methods using observation, interview and literature studies or literature reviews. The results of this study prove that CV Hj. Mbok Sri Palu implements marketing strategies, including providing offline and online purchase services, looking for quality material suppliers, providing friendly and polite service to customers, holding promotions through social media and marketplaces, providing discounts to customers who make purchases in large quantities, providing a comfortable and clean rest area so that buyers who visit the center CV Hj. Mbok Sri Palu souvenirs can enjoy a break from travel as well as shopping for souvenirs.
The Influence of Promotion on Repurchase Interest Mediated by Cash-On-Delivery Payments on Tiktok Shop Nazarina, Tiara; Santi, Ira Nuriya; Ponirin, Ponirin; Wirastuti, Wiri
Journal of Social Commerce Vol. 5 No. 2 (2025): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v5i2.169

Abstract

In the shifting landscape of digital commerce, where attention is monetized and trust remains precarious, promotions alone no longer suffice to sustain consumer behavior. This study interrogates the relationship between promotional stimuli and repurchase interest within TikTok Shop, situating Cash-on-Delivery as a mediating variable that reconfigures how consumers interpret value, risk, and reliability. Drawing on quantitative data from urban Indonesian consumers and tested through a structural equation model, the findings reveal that promotional effectiveness is contingent not only on its visibility or appeal but on the presence of structural reassurance that transforms interest into intention and intention into behavior. Cash-on-Delivery, often relegated to logistical convenience, emerges here as a psychological architecture that stabilizes trust in a landscape shaped by speed and spectacle. Rather than acting as an isolated payment method, it becomes the mechanism through which promotional rhetoric is translated into credible action. In a digital environment where persuasion is abundant but safety is scarce, platforms that fail to integrate these dimensions do not merely lose transactions. They lose relevance. This study argues that the future of social commerce lies not in amplifying promotional volume but in curating transactional conditions where trust is embedded, not assumed. The implication is clear. Behavioral continuity in digital markets will belong not to the loudest voice but to the most structurally coherent experience.
Analisis Strategi Pemasaran dalam Meningkatkan Penjualan pada CV Hj. Mbok Sri Palu Sri Ayu Suci Maharani; Zakiyah Zahara; Asriadi; Ira Nuriya Santi
MES Management Journal Vol. 2 No. 2 (2023): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v2i2.137

Abstract

In the current era of digitalization, it is very important for entrepreneurs to be adaptive and creative in attracting customer purchases to increase sales results. Sales can increase by implementing various marketing strategies, such as online marketing, promotions, and so on. CV Hj. Mbok Sri Palu is a business engaged in souvenirs typical of the Palu region. This study aims to analyze marketing strategies in order to increase sales on CV Hj. Mbok Sri Palu. This study used descriptive qualitative research method. The data sources used are primary data sources and secondary data with data collection methods using observation, interview and literature studies or literature reviews. The results of this study prove that CV Hj. Mbok Sri Palu implements marketing strategies, including providing offline and online purchase services, looking for quality material suppliers, providing friendly and polite service to customers, holding promotions through social media and marketplaces, providing discounts to customers who make purchases in large quantities, providing a comfortable and clean rest area so that buyers who visit the center CV Hj. Mbok Sri Palu souvenirs can enjoy a break from travel as well as shopping for souvenirs.
Satisfaction: As a Mediation of Content Marketing, WOM, and Price Perception on Trust Rahmawati, Dian; Santi, Ira Nuriya; Syarifuddin, Umar; Buntuang, Pricylia Chintya Dewi
Jurnal Akuntansi, Keuangan, dan Manajemen Vol. 7 No. 1 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i1.4928

Abstract

Purpose: This study analyzes the influence of content marketing, word of mouth, and price perception on consumer trust through customer satisfaction as a mediating variable, with a case study on UMKM Ummi Home Baked Palu. Methodology/Approach: This quantitative research employed questionnaires distributed via Google Forms to 100 respondents using purposive sampling, focusing on customers who had made at least one purchase. A five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree) was used. Data were analyzed with Structural Equation Modeling (SEM) using SmartPLS software. Results/Findings: The results show that content marketing, word of mouth, and price perception positively and significantly influence customer satisfaction, which then strengthens consumer trust. Word of mouth has the strongest effect, while customer satisfaction mediates and amplifies the relationship between the variables and trust Conclusions: Content marketing, word of mouth, and price perception significantly enhance customer satisfaction and trust, with satisfaction mediating and strengthening these relationships, underscoring the role of digital marketing strategies for MSMEs. Limitations: This study only examined one MSME, Ummi Home Baked Palu, in the culinary sector. Hence, results cannot be generalized to other MSMEs, as customer characteristics may differ. Contribution: The study contributes to academic development in management and business while offering practical implications for MSMEs in designing effective marketing strategies to enhance customer satisfaction and trust.
THE INFLUENCE OF NCT DREAM AS A BRAND IMAGE ON PURCHASING DECISIONS Novia Widyasari; Bachri, Syamsul; Santi, Ira Nuriya
JURNAL INTERNASIONAL UNIVERSITAS TADULAKO Vol 7 No 3 (2025): December : Tadulako International Journal of Applied Management
Publisher : Master of Management Study Program, Faculty of Economics and Business, Tadulako University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59769/tajam.v7i3.199

Abstract

This study explores the impact of NCT Dream as a brand ambassador and how brand image affects purchase intention, with purchase intention acting as a mediating variable among users of Somethinc beauty products. The research was conducted in Palu City. A quantitative approach with multiple regression analysis was employed. Data were collected via questionnaires distributed to 175 respondents, and primary data were obtained through purposive sampling. The respondents are Somethinc users who recognize NCT Dream as a brand ambassador. The findings indicate that (1) the Brand Ambassador has a positive and significant effect on Purchase Intention; (2) Brand Image positively and significantly influences Purchase Intention; (3) the Brand Ambassador has a positive and significant effect on Purchasing Decisions; (4) Brand Image also positively and significantly affects Purchasing Decisions; (5) Purchase Intention significantly and positively impacts Purchasing Decisions; (2) Purchase Intention mediates the influence of the Brand Ambassador on Purchasing Decisions; and (7) Purchase Intention mediates the effect of Brand Image on Purchasing Decisions. Companies can boost sales by leveraging brand ambassadors and improving brand image, thereby increasing consumer interest and purchase decisions.
Peran Live Streaming, Flash Sale, dan Gratis Ongkir pada Pembelian Impulsif Gen Z Pravitasari, Dea; Santi, Ira Nuriya; Fadjar, Adfiyani; Wirastuti, Wiri
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 6 No 4 (2025): September
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v6i4.4453

Abstract

Purpose: This study explores the effects of live streaming, flash sales, and the free shipping tagline on Gen Z consumers impulse purchases of facetology products at Shopee. Research Methodology: Purposive sampling is one of the quantitative sampling strategies used in this study. In this study, the sample comprised 120 respondents. A Likert scale was used as a measurement tool in a questionnaire used to collect data SPSS. Results: The results of this study show that live streaming, flash sales, and the free shipping tagline, both partially and stimulatingly, contribute to and have a positive impact on impulse purchases. Marketing strategies using live streaming, flash sales, and free shipping taglines are effective in simulating impulse purchases, based on an R-squared of 58,9%. Conclusion: This study concludes that interactive promotional tools such as live streaming, limited-time flash sales, and attractive free shipping significantly drive Gen Z consumers’ impulse buying behavior on e-commerce platforms. These strategies enhance consumer engagement and create a sense of urgency that leads to higher spontaneous purchases, particularly of beauty and cosmetic products. Limitations: Sample capacity is one of the limitations of this study. The resulting findings may not fully reflect the behavior of all Shopee users or beauty product consumers in general. Contribution: This research examines Generation Z consumer behavior in e-commerce and provides insights that can be used by marketers to develop effective marketing strategies, particularly through the use of live streaming and free shipping tagline promotions to increase the sales of cosmetics products on digital platforms.
Satisfaction: As a Mediation of Content Marketing, WOM, and Price Perception on Trust Rahmawati, Dian; Santi, Ira Nuriya; Syarifuddin, Umar; Buntuang, Pricylia Chintya Dewi
Jurnal Akuntansi, Keuangan, dan Manajemen Vol 7 No 1 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jakman.v7i1.4928

Abstract

Purpose: This study analyzes the influence of content marketing, word of mouth, and price perception on consumer trust through customer satisfaction as a mediating variable, with a case study on UMKM Ummi Home Baked Palu. Methodology/Approach: This quantitative research employed questionnaires distributed via Google Forms to 100 respondents using purposive sampling, focusing on customers who had made at least one purchase. A five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree) was used. Data were analyzed with Structural Equation Modeling (SEM) using SmartPLS software. Results/Findings: The results show that content marketing, word of mouth, and price perception positively and significantly influence customer satisfaction, which then strengthens consumer trust. Word of mouth has the strongest effect, while customer satisfaction mediates and amplifies the relationship between the variables and trust Conclusions: Content marketing, word of mouth, and price perception significantly enhance customer satisfaction and trust, with satisfaction mediating and strengthening these relationships, underscoring the role of digital marketing strategies for MSMEs. Limitations: This study only examined one MSME, Ummi Home Baked Palu, in the culinary sector. Hence, results cannot be generalized to other MSMEs, as customer characteristics may differ. Contribution: The study contributes to academic development in management and business while offering practical implications for MSMEs in designing effective marketing strategies to enhance customer satisfaction and trust.
THE INFLUENCE OF DIGITAL MARKETING AND PRODUCT QUALITY ON TIMES FLORIST PURCHASE DECISIONS IN PALU CITY Ni Luh Dita Yanti; Ira Nuriya Santi; Maskuri Sutomo; Farid
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18486743

Abstract

This study aims to determine the effect of Digital Marketing and Product Quality on Purchasing Decisions at Times Florist in Palu City. The study used a quantitative method with data collection techniques through questionnaires distributed to 90 respondents using purposive sampling. Data were processed and analyzed using the SPSS.26 application through validity tests, reliability tests, classical assumption tests, multiple linear regression, F tests, t tests, and coefficients of determination. The results showed that Digital Marketing had a significant effect on Purchasing Decisions. Product Quality also had a significant effect on Purchasing Decisions. Simultaneously, both variables had a significant effect and were able to explain 85.1% of the variation in purchasing decisions. These findings confirm that optimizing digital marketing strategies and improving product quality are very important to improve consumer purchasing decisions.
THE ROLE OF PURCHASE DECISIONS IN MEDIATING THE EFFECT OF RESPONSIBILITY AND PERSONALIZATION IN CHATBOTS ON CUSTOMER SATISFACTION OF FASHION PRODUCTS AT TIKTOK SHOP IN PALU CITY Syarifaini; Ira Nuriya Santi; Maskuri Sutomo; Mohammad Zeylo Auriza
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 1 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18464932

Abstract

This study aims to analyze the role of purchasing decisions as a mediator of the influence of chatbot responsiveness and personalization on customer satisfaction on TikTok Shop in Palu City. Using quantitative methods with SEM-PLS (SmartPLS 4) and purposive sampling techniques, the study involved 100 respondents who had interacted with a chatbot when purchasing fashion products on TikTok Shop. The results show that responsiveness and personalization do not directly influence satisfaction, but both have a significant influence on purchasing decisions. Subsequent purchasing decisions are proven to have a strong influence on satisfaction and act as a full mediator. These findings reflect field conditions, where TikTok Shop users value chatbots more from their ability to assist the decision-making process such as clarity of information, relevant recommendations, and ease of transactions than from the emotional aspect of direct satisfaction. Practically, TikTok Shop needs to optimize the quality of chatbot responses, enrich personalization based on shopping history, and improve the accuracy of product information to encourage purchasing confidence, which ultimately increases customer satisfaction.
The Effect of Green Marketing on Repurchase Intention of Le Minerale Products in Palu City Through Brand Image as an Intervening Variable Wahyunga, Wahyunga; Parani, Syamsul Bachri Dg; Santi, Ira Nuriya; Asriadi, Asriadi
Wiga : Jurnal Penelitian Ilmu Ekonomi Vol. 16 No. 1 (2026): March 2026
Publisher : Institut Teknologi dan Bisnis Widya Gama Lumajang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30741/wiga.v16i1.1522

Abstract

This study aims to analyze the extent to which green marketing implemented by Le Minerale can influence consumer repurchase intention in Palu, and how brand image can strengthen or mediate the relationship. The method used in this study is quantitative with a descriptive causality research type and SEM-PLS version 4.0 analysis technique. The sampling technique used is a non-probability sampling technique through purposive sampling, with a sample size of 120 consumers who purchased Le Minerale water products in Palu and were willing to be respondents to fill out the questionnaire that had been submitted, by determining certain characteristics that were in accordance with the objectives of the study. The results showed that green marketing had a positive and significant effect on repurchase intention of Le Minerale products in Palu, green marketing had a positive and significant effect on brand image of Le Minerale products in Palu, and brand image had a positive and significant effect on repurchase intention of Le Minerale products in Palu. Green marketing had a positive and significant effect on repurchase intention through the brand image of Le Minerale products in Palu.
Co-Authors Abd. Rasyid Syamsuri Adfiyani Fadjar Akbar Riswandi Amier, Amran Nawir Amir, Mirna Andhika Dwitama Andi Indriani Ibrahim ANISAH Annaliah, Febrizha Asriadi Asriadi Asriadi Aun Ramlah Maharani Barkat Ansari Benyamin Parubak Chalil Chalil CHALIL, CHALIL Cici Rianty K. Bidin Darman, Darman Dian Rahmawati Dianafakroh, Dianafakroh Dinda Maharani Djibran, Moch Aedil Elimawaty Rombe Erwan Sastrawan Faikaturrahma Farah, Cheko Farid Farid Farid Farid Farid Farid Farid, Farid Fitriah Hartanti Harnida Wahyuni Adda Hesti Evrianti Hilda Monoarfa idiljan, Desri komala sari Idris Idris Ihksan, Ihksan Iwan Iwan Juliana Kadang KORNELIUS, YOBERTH Lamusa, Faruq Laorensia Yolanda Sundah LISTANTO, DEDE KURIANG Magfira Malarante, Narita Maskuri Sutomo Masliati Milany, Audy Putri Moh. Ali Murad Mohammad Ega Nugraha Mohammad Zeylo Auriza Muhammad Faisal Muhammad Randi Satrio Muhammad Riswandi Palawa4 Muis, Yuyun Ramadhani Munawarah Muslimin Muslimin Muslimin Muslimin Muzakir Nada Afisa Ad’jen Nazarina, Tiara Ni Luh Dita Yanti Niken Nazira Kinsky Niluh Putu Evvy Rossanty Novia Widyasari Nur Riski Islianty Nurdin, Jurana Nurmiati Nurmiati Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bachri Dg Parani, Syamsul Bahri Parani, Syamsul Bahri Dg. Parawangsa, Indra Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Pravitasari, Dea Pricylia Chintya Dewi Buntuang Rahmat Mubaraq Ramadhani, Jihan Ramlah Ramli Hatma Randang, Viany Fransiska Razak, Abd Rian Risendy Rifky Juliansyah Riska Rosida P. Adam Ryan Ryan Setiawan Mandala Putra Siti Fajaria Siti Riskiana Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Sri Wanti Suardi Suardi Sulaeman Miru Surayya SURYA NINGSIH Syafiqa Syahir Natsir Syamsul Bachri Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syarifaini Tahyudin Tahyudin Talita, Febrina Tambaru, Rachman Thahir, Harifuddin Umar Syarifuddin USWATUN HASANAH Wahyunga, Wahyunga Wahyuningsih Wahyuningsih Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Yea Aprilia Silvana YUYUN DESTI INDRAWATI Zakiyah Zahara Zalyanti, Nur Afni