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All Journal IJEBD (International Journal Of Entrepreneurship And Business Development) Bisman (Bisnis dan Manajemen): The Journal of Business and Management
Elly Joenarni
Universitas Mayjend Sungkono
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Mojokerto Marketplace Determinants of Product Reviews, Convenience, Trust, and Price on Purchase Decisions on Shoppe Elly Joenarni; Mokhammad Ridha; Devi Iriandha Widyastuti; Eny Rachmawati; Adil Abdillah
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 6 No 1 (2023): January 2023
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v6i1.2156

Abstract

Purpose: The goal of this study is to discover how the Shopee Mojokerto market's consumers make purchasing decisions in relation to product ratings, convenience, trust, and pricing. Design/methodology/approach: A good illustration of quantitative research is this. A purposive sampling technique was used to interview 100 respondents for this study's sample. The data analysis approach employs multiple linear regression analysis, t-tests, and F-tests. SPSS 21 is used to do the computations. Findings: The test results reveal that in the Shopee market in Mojokerto, convenience, trust, and price have a favorable and considerable influence on purchasing decisions, but product dimensions have minimal effect. The primary factor influencing Mojokerto Shopee purchases is easy. Paper type: Research paper
A Pengaruh Program Kemitraan dan Endorsement terhadap Efektivitas Digital Marketing: Peran Mediasi Kesadaran Merek pada UMKM Elly Joenarni; Mokhammad Ridha; Anna Kridaningsih; Rachmad Sholeh
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 7 No. 3 (2024): November 2024
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v7i3.3462

Abstract

This study aims to identify factors influencing the effectiveness of digital marketing among SMEs in Mojokerto City through a quantitative survey. The sample consists of 95 randomly selected SME owners from a population of 1,625, using the Henry King nomograph with a 5% margin of error. Data were collected through a questionnaire measuring partnership programs, celebrity endorsements, brand awareness, and digital marketing effectiveness, analyzed using PLS-SEM and Ordinary Least Squares (OLS). Key findings indicate that both partnership programs and celebrity endorsements significantly impact digital marketing effectiveness through increased brand awareness. Partnership programs directly enhance brand awareness, while endorsements positively influence brand perception. The analysis shows that brand awareness serves as a significant mediator linking partnership programs and endorsements with digital marketing effectiveness, supporting Keller’s (2001) brand equity theory, which positions brand awareness as the foundation of consumer-brand relationships. In a digital context, strategic collaborations with influencers and well-planned partnerships emerge as critical for effective marketing, suggesting the importance of a holistic strategy that integrates partnerships and endorsements. This research demonstrates that integrating partnership programs and endorsements into digital marketing strategies effectively enhances brand awareness, which, in turn, improves campaign effectiveness. Looking ahead, SMEs need to strategically engage with partners and celebrities aligned with their brand values to achieve maximum impact. The practical implications highlight the importance of establishing brand awareness as an initial step in digital strategies, while socially and ethically, this study emphasizes the necessity of transparency and authenticity in selecting endorsers and partners to avoid consumer manipulation.
Co-Authors Anna Kridaningsih Devi Iriandha Widyastuti Eny Rachmawati Ridha, Mokhammad Sholeh, Rachmad