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This Author published in this journals
All Journal Journal of Principles Management and Bussines International Journal of Islamic Economics (IJIE)
Mitra Riani Aisyah
IAIN Sultan Amai Gorontalo, Indonesia
Economics, Econometrics & Finance

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Eksplorasi Interaksi Digital Marketing dan Personal Selling dalam Mempengaruhi Keputusan Pembelian Produk Kecantikan Paratama Kurniawan; Mitra Riani Aisyah
Journal of Principles Management and Business Vol. 2 No. 01 (2023): Journal of Principles Management and Bussines
Publisher : Scimadly Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55657/jpmb.v2i01.105

Abstract

Ms.Glow beauty products is a business focused on skin care and beauty. In the marketing efforts of MS.GLOW products, digital marketing strategies and personal selling are utilized to influence consumer purchasing decisions. The objectives of this research are as follows: (1) to determine whether digital marketing influences purchasing decisions, (2) to explore how personal selling affects purchasing decisions, (3) to investigate whether digital marketing simultaneously affects purchasing decisions. In this study, a quantitative correlation method is employed to analyze the data. The population of this research consists of all consumers who purchase MS.GLOW products at Cut Rafa Aek Nabara store, and the sample for this study represents the population with a sample size of 60 individuals. The sampling technique used in this study is saturated sampling. Statistical analysis is employed for data analysis. The research findings indicate that both digital marketing and personal selling variables influence consumer purchasing decisions, with a coefficient value of Y = 0.909 + 0.836X and a significance level of a less than 0.06. Additionally, the statistical calculations in the summary model reveal an R Square value of 0.732, indicating that digital marketing and personal selling have an influence on purchasing decisions.
Sharia Compliance and Trust: Online Purchase Intentions of Generation Z in E-Commerce Nur Faizah; Mitra Riani Aisyah
Jurnal Internasional Ekonomi Islam Vol 5 No 02 (2023): International Journal of Islamic Economics
Publisher : The Postgraduate of Institut Agama Islam Negeri Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32332/ijie.v5i02.7696

Abstract

Numerous factors drive individuals to engage in online shopping, including considerations such as affordability, product quality, variety, trustworthiness, convenience, and various other elements. In this study, four independent variables—namely, Sharia Compliance (X1), trust (X2), usability (X3), and trend (X4)—are utilized, with online purchase decisions serving as the dependent variable (Y). The primary aim of this research is to assess and dissect the influence of Sharia Compliance, Trust, Usability, and Trend on online purchase decisions within the Generation Z demographic in the Gorontalo Province. Employing a quantitative approach, this study involves data collection from 100 respondents through the use of questionnaires. The statistical tool of choice is multiple linear regression analysis. The results of partial testing reveal that while Sharia Compliance exerts a positive influence, its impact on online purchase decisions lacks statistical significance. Conversely, trust, usability, and trend exhibit both positive and statistically significant effects on online purchase decisions. Nevertheless, when considered collectively in a simultaneous examination, Sharia Compliance, trust, usability, and trend collectively demonstrate a positive and statistically significant impact on online purchase decisions among Generation Z individuals in the Gorontalo Province
Co-Authors Nur Faizah Paratama Kurniawan