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Nurhayati
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Pengaruh Electronic Word of Mouth, Kemudahan Penggunaan Teknologi, Manfaat dan Kepercayaan Terhadap Keputusan Pembelian pada Marketplace Shopee Adeani Suryani; Alhapen Ruslin Chandra; Nurhayati
ABEC Indonesia Vol. 10 (2022): 10th Applied Business and Engineering Conference
Publisher : Politeknik Caltex Riau

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Abstract

The development of technology and information and the increasing use of the internet have changed the situation to be completely instantaneous, one of which is in terms of meeting needs by shopping online through the marketplace. Shopee is the marketplace with the second most traffic usage in Indonesia. One of Shopee's customer segments comes from generation Z who have various considerations that make them confident in making purchasing decisions on the marketplace. This study aims to determine the effect of Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust on purchasing decisions on the Shopee marketplace by students in Padang City. The population of this study is students in the city of Padang who use Shopee to do online shopping, with a sample of 100 respondents obtained using convenience sampling techniques. Data collection using an online questionnaire. Data were analyzed using multiple linear regression analysis. The results of the study show that electronic word of mouth, benefits and trust have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City, while the ease of use of technology does not have a positive and significant effect on purchasing decisions on the Shopee marketplace by students in Padang City. Simultaneously, Electronic Word of Mouth, Ease of Use of Technology, Benefits, and Trust have a significant effect on Purchase Decisions on the Shopee marketplace by Students in Padang City.
Dynamic Marketing Strategy in Responding to Changes in Consumer Behavior during the Work from Home Era Eti Rahmawati; Iis Mariam; Rousdy Tamba; Nurhayati
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 3 (2026): July
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i3.4050

Abstract

The shift to Work from Home (WFH) practices has altered consumer behavior patterns and created new challenges for firms in adjusting their marketing approaches. This study examines how dynamic marketing strategy affects marketing effectiveness in the context of behavioral changes among WFH workers in Bandung City. A quantitative associative approach was employed using survey data collected from 120 formal sector employees who had implemented WFH for at least six months. Data were gathered through structured questionnaires and analyzed using multiple linear regression. The findings indicate that dynamic marketing strategy exerts a positive and significant effect on marketing effectiveness (β = 0.512) (p < 0.05). In contrast, changes in consumer behavior demonstrate a negative and significant impact when not properly anticipated (β = −0.287) (p < 0.05). The model explains 51.3% of the variance in marketing effectiveness. These results emphasize the importance of adaptive marketing capabilities, particularly market sensing and organizational agility, in responding to evolving consumer behavior patterns.
Co-Authors Adeani Suryani Alhapen Ruslin Chandra Eti Rahmawati Iis Mariam Rousdy Tamba