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All Journal JURNAL ECONOMIA International Journal of Artificial Intelligence Research Jurnal Benefita : Ekonomi Pembangunan, Manajemen Bisnis Dan Akuntansi JURNAL EKONOMI SAKTI (JES) JURNAL ADMINISTRASI NUSANTARA (JAN) International Journal of Business, Law, and Education Bussman Journal : Indonesian Journal of Business and Management Al Dzahab Journal of Business Studies and Management Review Journal of Scientific Research, Education, and Technology Sanskara Ekonomi dan Kewirausahaan Qawwam TOFEDU: The Future of Education Journal Economics, Business, Management, & Accounting Journal Journal of Innovative and Creativity
Indra Budaya, Indra
STIE Sakti Alam Kerinci
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences Other

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SHOPPING EXPERIENCE AND CUSTOMER REVIEWS ON SHOPPING LOYALTY ON SHOPEE E-COMMERCE Case study in Kersik Tuo Village Kayu Aro Subdistrict, Indonesian Budaya, Indra
Journal of Business Studies and Management Review Vol. 8 No. 1 (2024): JBSMR, Vol 8 No.1 December 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v8i1.39296

Abstract

This study examines the effect of shopping experience and customer reviews on shopping loyalty in Shopee e-commerce, with a case study in Kersik Tuo Village, Kayu Aro District. In the era of globalisation and the rapid development of information technology, e-commerce is becoming an important platform for trading activities. Customer loyalty is defined as a consumer's commitment to shop repeatedly on a particular site. The research method used is a survey with a quantitative approach, involving 60 respondents selected by purposive sampling. The results of multiple linear regression analysis show that both shopping experience and customer reviews have a positive and significant influence on shopping loyalty. These findings indicate the importance of marketing strategies that focus on improving consumer experience and review quality to build customer loyalty on e-commerce platforms.
OPTIMALISASI USER GENERATED CONTENT SEBAGAI STRATEGI PEMASARAN DIGITAL PADA UMKM DI KOTA SUNGAI PENUH Budaya, Indra
Jurnal Ekonomi Sakti Vol 14 No 1 (2025)
Publisher : LPPM - STIE SAKTI ALAM KERINCI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36272/jes.v14i1.407

Abstract

Penelitian ini mengkaji optimalisasi User Generated Content (UGC) sebagai strategi pemasaran digital untuk Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Sungai Penuh, Indonesia. Menggunakan analisis kuantitatif dari data sekunder platform e-commerce, termasuk 1.250 ulasan konsumen dan data interaksi, penelitian ini mengevaluasi hubungan antara keterlibatan UGC dan keputusan pembelian konsumen. Analisis sentimen mengungkapkan bahwa 78% UGC terkait UMKM lokal membawa sentimen positif, sedangkan Structural Equation Modeling menunjukkan hubungan signifikan antara paparan UGC, kepercayaan konsumen (β=0,67, p<0,001), dan niat pembelian (β=0,58, p<0,001). Temuan menunjukkan bahwa implementasi strategis UGC dapat secara substansial meningkatkan kesadaran merek dan loyalitas pelanggan bagi UMKM regional dengan sumber daya pemasaran terbatas. Penelitian ini berkontribusi pada literatur yang berkembang tentang strategi pemasaran digital di negara berkembang dan memberikan rekomendasi praktis bagi pemangku kepentingan UMKM di pasar regional serupa.
BRAND AMBASSADOR AND BRAND IMAGE ON PURCHASING DECISIONS WITH WOM AS AN INTERVENING VARIABLE IN ONLINE SHOP SHOPEE ON COLLEGE STUDENTS IN KERINCI DISTRICT AND SUNGAI PENUH CITY: INDRA BUDAYA Budaya, Indra
Qawwam : The Leader's Writing Vol. 5 No. 2 (2024): December
Publisher : Fakultas Ushuluddin Adab dan Dakwah Insitut Agama Islam Negeri Kerinci

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32939/qawwam.v5i2.387

Abstract

The aim of this research based on the problems above is to find out whether brand ambassadors and brand image have a positive and significant influence on e-WOM in decisions. The object of this research is all students in Sungai Banyak City and Kerinci Regency with a total of 50 respondents. The results of this research are that Brand Ambassadors have a direct influence on purchasing decisions as evidenced by the results of (0.001 < 0.05) and the calculated t value < t table (3.733 > 2.01063), Brand Image does not have a direct influence on purchasing decisions as evidenced by the results of 0.892 > 0.05 and t count < t table (0.137 < 2.01063), Brand Ambassador has no influence on WOM (Word Of Mouth) as evidenced by the results of 0.862 > 0.05 and t count < t table (0.345 < 2.01063), Brand Image has no influence on WOM (Word Of Mouth) as evidenced by the results 0.732> 0.05 and t count < t table (0.345 < 2.01063), WOM (Word of Mouth) has no influence on purchasing decisions as evidenced by the results of 0.140> 0.05 and t count < t table (1.503 < 2.01063).
The ROLE OF GREEN PRODUCT INNOVATION AS A MEDIATOR FOR GREEN CUSTOMER INTEGRATION ON ECONOMIC PERFORMANCE IN THE AGRO-FOOD AND BEVERAGE INDUSTRY IN JAMBI PROVINCE Budaya, Indra; Lova, Anggil Novra; Sarmigi, Elex
Journal of Business Studies and Management Review Vol. 7 No. 2 (2024): JBSMR, Vol 7 No.2 June 2024
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i2.33362

Abstract

This research aims to find out and explain how green customer integration on economic performance is mediated by green product innovation in agro-industry, both directly and indirectly. Background Problems: Green businesses refer to any business that adheres to environmental sustainability standards in its management, its efforts to use renewable resources, and its struggle to reduce the negative environmental impact of its actions in increasing its business income. Novelty: Green product innovation has an essential role in mediating the relationship between green customer integration and economic performance. Research Methods: This research is quantitative. The sampling method used was purposive sampling with a research instrument in the form of a questionnaire distributed to 240 respondents who were food and beverage agro-industry business actors in Jambi Province. Finding/Results: green customer integration has a direct effect on green product innovation and economic performance. Conclusion: These findings prove that Green Customer Integration determines economic performance. The better a company integrates environmentally friendly products with its consumers, it can increase environmentally friendly product innovation, which can influence economic performance or business profits.
The Green Marketing Mix as a Determinant of Green Purchase Decisions for Sustainability Based SME Products in Kerinci Regency Anggil Nopra Lova; Indra Budaya; Melifia Liantifa
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.8010

Abstract

ABSTRACT The study purpose was the effect of the green marketing mix comprising green product, green price, green placement, and green promotion on green purchase decisions for sustainability-based SME products in Kerinci Regency. Materials and methods. An explanatory quantitative approach was employed, with data collected through structured questionnaires from 190 purposively selected respondents. Multiple linear regression was applied for data analysis. Results. The results indicate that all dimensions of the green marketing mix have positive and significant effects on green purchase decisions, both partially and simultaneously. The coefficient of determination (R²) of 0.855 reveals that 85.5% of the variance in green purchase decisions is explained by the four independent variables, with green promotion emerging as the most dominant factor, followed by green placement, green price, and green product. Conclusions. These findings confirm that a comprehensive and consistent implementation of the green marketing mix plays a decisive role in shaping sustainable consumer purchasing behavior, particularly within the regional SME context.
Co-Authors Afdhal Chatra Perdana Anggil Nopra Lova Bustami, Edwin Chrisinta, Debora Desi, Dona Elvia Dona Elvia Desi EDWIN BUSTAMI Efrianto Efrianto, Efrianto Fatmasari, Dewi Kayanti Gampo Haryono Hargiani, Fransisca Xaveria Intan Sherlin Josua Sahala Judijanto, Loso Lestari, Anggia Ayu Liantifa, Melifia LilisSurya, Tiara Lova, Anggil Nopra Lova, Anggil Novra Masrida Zasriati, Masrida Melifia Liantifa Nurul Ahdiani Perdana, Afdal Chatra Regen, Ronal Saprudin Saprudin, Saprudin Tulus Martua Sihombing Vivi Herlina Yanita, Poni Yusnita, Ida Zela Sri Mayola