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All Journal ProBisnis : Jurnal Manajemen Journal of Innovative and Creativity
Ajeng Andriani Hapsari
Universitas Pradita, Indonesia
Humanities Computer Science & IT Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Live Streaming dan User Generated Content terhadap Purchase Intention dengan Discount sebagai Variabel Moderasi Annaiya Rihhadatul Aisya; Ajeng Andriani Hapsari
Journal of Innovative and Creativity Vol. 5 No. 2 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i2.459

Abstract

Digital marketing telah menjadi alat pemasaran yang ampuh karena fitur-fitur seperti live streaming dan UGC, terutama di platform media sosial seperti TikTok, yang memiliki lebih dari 112 juta pengguna di Indonesia. Interaksi dan kepercayaan konsumen ditingkatkan melalui live streaming, sementara UGC meningkatkan legitimasi produk melalui ulasan pengguna. Diskon dapat meningkatkan dampak dari live streaming dengan membuat orang merasa terdorong untuk membeli. Meneliti bagaimana live streaming, konten buatan pengguna, dan diskon memengaruhi purchase intention pengguna TikTok di wilayah Tangerang adalah tujuan dari penelitian ini. Sebanyak 140 orang yang dipilih secara purposive sampling disurvei dan data dikumpulkan dengan menggunakan metodologi kuantitatif ex post facto. Menurut penelitian yang menggunakan SmartPLS 3.0, diskon memperkuat purchase intention, sementara live streaming dan UGC memiliki pengaruh yang besar
Evaluasi Dan Pengembangan Bisnis Usaha Sempol Ayam Mudzky Muadz Abidzar Zaky; Ajeng Andriani Hapsari
ProBisnis : Jurnal Manajemen Vol. 16 No. 01 (2025): February: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

The Sempol Ayam business is a snack business that uses chicken as the main ingredient. Currently the Sempol Ayam Mudzky branch operates in the East Jakarta and South Jakarta areas. This business idea arose because of the COVID19 conditions, where the MSME business at that time was very influential on the wheels of the Indonesian economy. This business is online and offline based, using the gofood and grabfood platforms as online media and outlets as offline media. This study aims to determine the feasibility of the Sempol Ayam business in the Jakarta area in terms of market aspects, operational aspects, human resource aspects, financial aspects and strategic aspects. Researchers are targeting 2% of the total population in Jakarta. The study results show that the business is feasible to run from the aspects that have been tested. 
Co-Authors Annaiya Rihhadatul Aisya Muadz Abidzar Zaky