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All Journal Journal of Economic, Bussines and Accounting (COSTING) Indonesian Journal of Digital Business
Rusani Jaelani
Universitas Pendidikan Indonesia
Computer Science & IT Economics, Econometrics & Finance Engineering

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The Effect of Digital Campaign on Purchase Decisions through Consumer Purchase Intention for GrabFood Application Aulia Marhamah; Btari Mariska Purwaamijaya; Rusani Jaelani
Indonesian Journal of Digital Business Vol 4, No 1 (2024): Indonesian Journal of Digital Business
Publisher : Universitas Pendidikan Indonesia (UPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/ijdb.v4i1.59250

Abstract

The post-pandemic economic recovery is inseparable from the influence of digitalization, the phenomenon of digitalization has an impact on the behavior of consumers who want something quickly, efficiently and flexibly. This also has an impact on consumer behavior patterns in consuming food where people use food delivery services through applications. The fact is that Indonesian people use the delivery service at least once a week. Indonesia is also the largest market share for food delivery services in Southeast Asia. Food delivery service providers in Indonesia are GoFood, GrabFood and ShopeeFood. GrabFood dominates the competition for food delivery services in Southeast Asia but not in Indonesia. This can be a threat to GrabFood because it cannot control the highest market share in Southeast Asia. consumer buying interest. This study used a quantitative method with nonprobability sampling and sample selection was taken with special criteria as many as 90 respondents who were users of the GrabFood application. Data collection used an online questionnaire which was distributed via the Google form link to the respondents. The analytical method used is path analysis to see the mediating effect of buying interest variables with the help of the IBM SPSS 25 program. positive effect on purchasing decisions. Then buying interest is proven to be able to mediate the influence of digital campaigns on purchasing decisions.
PENGARUH PERSEPSI DAN SIKAP TERHADAP KEPUTUSAN PEMBELIAN FESYEN BERKELANJUTAN BERBAHAN KATUN PADA PENGGUNA TIKTOK Alby Silmi Maulidan; Rusani Jaelani; Syti Sarah Maesaroh
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 5 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i5.11285

Abstract

Penelitian ini menggunakan teknik regresi linier berganda untuk menganalisis hubungan antara persepsi, sikap, dan keputusan pembelian fesyen berkelanjutan berbahan katun oleh mahasiswa asal Tasikmalaya yang aktif di TikTok. Tujuan penelitian adalah mengkaji pengaruh persepsi dan sikap terhadap keputusan pembelian produk fesyen berkelanjutan berbahan katun. Menggunakan pendekatan kuantiatif jenis survei dengan teknik pengumpulan data sekunder dan primer dikumpulkan dari 144 responden yang dipilih secara purposif sampel. Analisis dilakukan menggunakan SPSS versi 25 untuk Windows. Hasil penelitian menunjukkan bahwa persepsi (X1) dan sikap (X2) berpengaruh positif signifikan terhadap keputusan pembelian (Y). Koefisien determinasi regresi sebesar 0,485 mengindikasikan bahwa 48,5% variasi dalam keputusan pembelian dijelaskan oleh persepsi dan sikap, sementara faktor lain mempengaruhi 51,5% sisanya. Temuan ini menunjukkan bahwa persepsi dan sikap konsumen sangat memengaruhi keputusan pembelian produk fesyen berkelanjutan. Persepsi positif terhadap kualitas dan manfaat lingkungan produk membentuk sikap yang mendukung, yang pada akhirnya mendorong perilaku pembelian. Oleh karena itu, perusahaan perlu menekankan kualitas dan manfaat lingkungan produk untuk membentuk persepsi positif, mengubah sikap konsumen, dan mengurangi kesenjangan antara sikap positif dan perilaku pembelian produk fesyen berkelanjutan berbahan katun.
Co-Authors Alby Silmi Maulidan Aulia Marhamah Btari Mariska Purwaamijaya Maesaroh, Syti Sarah