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All Journal Eco-Entrepreneur JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi
Sunan Trioko
Universitas Islam Balitar Blitar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH EFEKTIVITAS PROMOSI MEDIA SOSIAL DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN: Studi Iklan Facebook Ads Pada Pempek Dok Sikam Blitar Yufi Priyo Sutanto; Sunan Trioko
JISMA: Jurnal Ilmu Sosial, Manajemen, dan Akuntansi Vol 1 No 6 (2023): Februari 2023
Publisher : Melati Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59004/jisma.v1i6.296

Abstract

The use of social media in Indonesia is growing rapidly. Effective marketing through social media influences buying interest. Consumer buying interest also be influenced by product quality. The purpose of this study is to analyze the effectiveness of social media promotion using Facebook ads and the quality of this product affects consumer buying interest with the research object of Pempek Dok Sikam. The research method used is descriptive quantitative research that measures the strength of the relationship between two or more variables. Partial testing shows the effectiveness of social media promotion (X1) has a significant effect on buying interest. Likewise, product quality (X2) has a significant effect on buying interest. Simultaneous testing results show that the two independent variables, namely the effectiveness of social media promotion (X1) and product quality (X2), together (simultaneously) have a significant effect on buying interest (Y). The test results of the coefficient of determination presented show that the variables measured by the effectiveness and quality of the product that can be explained by the purchase interest variable is 46.9%, while the remaining 53.1% is explained by other variables not examined in this study.
Pengaruh Literasi Keuangan dan Cashless Society terhadap Perilaku Konsumtif Generasi Z di Kota Blitar Muhammad Adib Mawardi; Faridatul Fakhriyya; Sunan Trioko
Eco-Entrepreneur Vol 9, No 1 (2023): Juni
Publisher : Eco-Entrepreneur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21107/ee.v9i1.22095

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh literasi keuangan dan cashless society terhadap perilaku konsumtif. Metode penelitian ini adalah metode kuantitatif. Populasi penelitian adalah Generasi Z di Kota Blitar yang berkuliah di Fakultas Ekonomi Universitas Islam Balitar, dengan jumlah 1.360 mahasiswa. Sampel penelitian adalah 100 mahasiswa, dengan menggunakan teknik purposive sampling dan rumus Slovin. Proses pengumpulan data menggunakan kuesioner dengan jawaban yang diukur dengan skala likert. Analisis data menggunakan analisis regresi linear berganda. Alat uji instrumen penelitian berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Selanjutnya, uji hipotesis dengan uji t dan uji F dan uji koefisien determinasi. Hasil penelitian ini menunjukkan bahwa literasi keuangan dan cashless society berpengaruh positif dan signifikan baik secara parsial maupun simultan terhadap perilaku konsumtif Generasi Z di Kota Blitar.
Co-Authors Faridatul Fakhriyya Muhammad Adib Mawardi Yufi Priyo Sutanto