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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Shinta J. C. Wangke
Sam Ratulangi University
Economics, Econometrics & Finance

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FACTORS INFLUENCING ONLINE PURCHASE DECISION OF TIKTOKSHOP CUSTOMERS IN MANADO Dewa Ayu Putri; David P. E. Saerang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (413.541 KB) | DOI: 10.35794/emba.v10i4.43398

Abstract

In the world of marketing, buying decisions that will be made by someone is one of the important things to do analysis. This is important because it can help marketers to understand what the target market needs and also what the target market wants so that marketers can make a profit. This research was conducted with the aim of analyzing what factors influencing online purchase decision of tiktokshop customers in manado by using the factor analysis method for data reduction with the aim of summarizing the observed factors. The results of the validity test and reliability test show that the instrument in this study can be used because it meets the requirements. The results of the study showed that all the 20 variable factors met the requirements based on the KMO table and Bartlett's test. The results of the factor analysis test show that all factor items have the same criteria so that they can be used as a single factor. Among 20 factors tested, there are 4 factors that give the most dominant influence which are convenience (0.783), Perceived ease of used (0.777), perceived benefit (0.770), and quality of information (0.763).
The Influence of Celebrity Endorsers on Purchase Intention of Instagram Social Media Users Okta Gabriel Mamahit; David P. E. Saerang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (309.007 KB) | DOI: 10.35794/emba.v10i4.43666

Abstract

This study aims to determine the effect of attractiveness,  trustworthiness, and  expertise possessed by celebrity endorsers on the purchase intention of Instagram social media users partially and simultaneously, data were collected through a questionnaire method with a population of 400 and by using the slovin formula, 80 samples were obtained. Based on the results of the analysis found that the three Attractiveness, trustworthiness, and expertise factors have a positive and significant influence on the purchase intention of Instagram social media users.
A QUALITATIVE ANALYSIS OF MICROTRANSACTION AND CONSUMER BEHAVIOR OF ONLINE GAMES (CASE STUDY: PUBG MOBILE GAMES) Ridho Prawira Ramadhanu; Frederik G. Worang; Shinta J. C. Wangke
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 10 No. 4 (2022): JE. VOL 10 NO 4 (2022)
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (264.304 KB) | DOI: 10.35794/emba.v10i4.43815

Abstract

In terms of gaming especially related to Micro transaction, people tend to spend money in order to do micro transactions to fulfill their needs and wants within the game. The game's needs and wants are usually related to winning a particular match, getting the limited type of outfits, bragging rights with other players, and more. The purpose of this study is to see the relation of micro transaction with the consumer’s behavior related to the needs and wants within the game, in this case, PUBG Mobile Games. This study uses a qualitative method and interviews with informants were conducted in order to gain information regarding the phenomenon. The finding of this study shows there is a major connection between micro transaction and consumer behavior, which is about the hedonistic traits, the existence of micro transaction makes people or players of the game have more hedonistic judgment and traits during the transaction Based on the result, the researcher provided several recommendations which are considerations regarding the level of importance in using micro transaction and the utilization on a large scale and improvement of the micro transaction need to be done in order to gain more users by the company Keywords: micro transaction, online games.
Co-Authors David P. E. Saerang Dewa Ayu Putri Frederik G. Worang, Frederik G. Okta Gabriel Mamahit Ridho Prawira Ramadhanu