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Asep Saepullah, Asep
IAIN Syekh Nurjati Cirebon
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E-Commerce And Marketing Innovation Towards Consumer Buying Interest Case Study On Pt Ramayana Lestari Sentosa Tbk Manap, Abdul; Idris, Nurhaifa; Zainuddin, Zainuddin; Buana, Lilik Swarnata Angga; Saepullah, Asep
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.3470

Abstract

The study aims to determine the effect of e-commerce (virtual) and marketing innovation on consumer purchasing interest at PT Ramayana Lestari Sentosa Tbk. The implementation of e-commerce is carried out by PT. Ramayana Tbk in various business lines, by creating its own buying and selling website in collaboration with fintech companies such as Go-Pay and Dana. The e-commerce variable (electronic commerce) has a calculated r greater than the r table (0.183), so it can be said that all question items are able to measure what is to be measured (valid) and the e-commerce variable is 0.822, its value is greater than 0.70, so it can be said that the instrument used to measure the variable is reliable. The marketing innovation variable has a calculated r greater than the r table (0.183) and the marketing innovation variable is 0.775, its value is greater than 0.70, so it can be said that the instrument used to measure the variable is reliable. The consumer purchasing interest variable is 0.838, the value is greater than 0.70, so it can be said that the instrument used to measure this variable is reliable. Based on these results, the Sig value for the regression is 0.000 < 0.05, thus proving that e-commerce and marketing innovation simultaneously have a significant influence on consumer purchasing interest.
Co-Authors Ade Yanyan Ramdhani Ahmad Rofi&#039;i Andriani Lubis Buana, Lilik Swarnata Angga Chandra, Betari Kilisuci Kartika Edy, Norman Febriani, Silvia Hawari, Yusmita Himawan, Andre Idris, Nurhaifa Imas Indah Lestari Kurnia, Lita Leliya Leliya Lestari, Imas Indah Maksudi, Didi Manap, Abdul Maolia, Nadia Cahya Munikhah, I Anna Tul Mustangin Mustangin Pane, Saut Pujadi, Arko Pujiningsih, Diana Putri Berlian Sari Putri Utami, Puput Ratih Windu Arini Robiatul Adawiyah Rosyid, ujang Saefuddin Samud Samud Sasmiyati, Rini Yulia Sehan Rifky Sekianti, Atik Shodikin, Akhmad Willy Abdillah Yusnindar, Yusnindar Zainuddin, Zainuddin