Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Academia Open
Mas Oetarjo
Universitas Muhhammadiyah Sidoarjo
Medicine & Pharmacology Public Health

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Global Dynamics through MSME Purchases Influenced by Price, Quality, and Digital Factors: Dinamika Global melalui Pembelian UMKM Dipengaruhi oleh Faktor Harga, Kualitas, dan Digital Ferra Puspa Prasiwi; Mas Oetarjo
Academia Open Vol. 9 No. 1 (2024): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.8171

Abstract

This study investigates the impact of digital marketing, service quality, and price on purchasing decisions at MSMEs Rabit Buket Sidoarjo, East Java. Using a quantitative approach, data were collected from 96 respondents through questionnaires and analyzed with SPSS software. Results show that digital marketing, service quality, and price positively and significantly influence purchasing decisions. These findings suggest that MSMEs should enhance their digital marketing, maintain high service quality, and offer competitive pricing to boost customer purchases. Future research should consider additional variables for a more comprehensive analysis. Highlight: Digital marketing enhances purchasing. High service quality influences buyers. Competitive pricing drives purchase decisions. Keyword: Digital marketing, service quality, price, purchasing decisions, MSMEs
Brand, Price, and Word of Mouth Impact Global Consumer Choices: Pengaruh Merek, Harga, dan Promosi dari Mulut ke Mulut terhadap Pilihan Konsumen Global Achmad Riski Kurniawan; Mas Oetarjo
Academia Open Vol. 9 No. 1 (2024): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.9.2024.8172

Abstract

This study examines the influence of brand image, price, and Electronic Word of Mouth (E-WOM) on purchasing decisions in the e-commerce platform, Shopee. Using a quantitative approach, data from 96 respondents in Sidoarjo Regency were analyzed through Smart-PLS Version 3.0. Results reveal significant effects of brand image, price, and E-WOM on purchasing decisions, with brand image reflecting reputation, effectiveness, and trustworthiness, while price considerations include affordability, quality alignment, competitiveness, and benefit congruence. E-WOM's impact is seen through intensity, content, and valence of opinion. These findings highlight the importance of these factors in influencing consumer behavior on Shopee. However, the study's focus on these three variables suggests a need for future research to explore additional factors impacting e-commerce purchasing decisions, contributing to a deeper understanding of consumer behavior in online retail settings. Highlights: Consumer Behavior: Brand image, price, and E-WOM influence Shopee purchasing decisions. Data Analysis: Smart-PLS analyzes 96 respondents' data on e-commerce behavior. Research Implications: Further exploration needed for comprehensive understanding of online consumer behavior. Keywords: e-commerce, Shopee, purchasing decisions, brand image, Electronic Word of Mouth (E-WOM)
Co-Authors Achmad Riski Kurniawan Ferra Puspa Prasiwi