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All Journal INVEST : Jurnal Inovasi Bisnis dan Akuntansi Research in Accounting Journal
Siti Intan Nurdiana Wong Abdullah
Nottingham Trent University
Economics, Econometrics & Finance

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Digital Marketing Strategy Review For Business Development Aprih Santoso; Teti Susilowati; Firman Gazali Djunaidi; Erina Alimin; Sattar Sattar; Siti Intan Nurdiana Wong Abdullah
INVEST : Jurnal Inovasi Bisnis dan Akuntansi Vol. 6 No. 2 (2025): INVEST : Jurnal Inovasi Bisnis dan Akuntansi
Publisher : Lembaga Riset dan Inovasi Al-Matani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55583/invest.v6i2.1670

Abstract

This study aimed to determine how digital marketing strategies are implemented at XXX Bakery in Semarang City and to identify obstacles, solutions, and existing problems. This study employed a qualitative method with a case study approach, conducted through in-depth interviews, direct observation, and documentation with the XXX Bakery in Semarang City. Data source and data collection were tested for data credibility. Seven participants were used as data sources for the in-depth interviews. The results showed that XXX Bakery in Semarang City implemented its digital marketing strategy through social media platforms like WhatsApp and Instagram, employing the 4P marketing mix: Product, Place, Price, and Promotion. This study identified challenges such as competition and slow order delivery. The solution to these problems was maintaining bread quality and offering attractive promotions. Delays in delivery were addressed by adding dedicated staff and providing time estimates.
Examining the Effects of Financial Literacy, Family Financial Socialization, Parental Education, and Parental Income on Financial Behavior among University Students Living Away from Home Umi Rachmah Damayanti; Ade Ria Nirmala; Ratna Nuraini; M. Sabri; Siti Intan Nurdiana Wong Abdullah
Research in Accounting Journal (RAJ) Vol. 7 No. 1 (2026): RAJ (Research in Accounting Journal)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/xnzkjw73

Abstract

University students living away from home are required to manage their finances independently while facing various economic and social challenges. This study aims to examine the influence of financial literacy, family financial socialization, parental education, and parental income on the financial behavior of university students living away from home. A quantitative approach was employed using primary data collected through questionnaires. The sample consisted of 375 university students living away from home from the Faculty of Economics and Social Sciences, selected using the accidental sampling technique. Data were analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that financial literacy, family financial socialization, parental education, and parental income have a positive and significant effect on financial behavior. The coefficient of determination (R²) of 67.5% shows that variations in financial behavior can be explained by these four variables, while the remaining 32.5% is influenced by other factors outside the research model. The findings suggest that the financial behavior of university students living away from home is influenced not only by financial knowledge but also by family financial socialization and parents’ socioeconomic background.
Co-Authors Aprih Santoso Damayanti, Umi Rachmah Djunaidi, Firman Gazali Erina Alimin M. Sabri Nirmala, Ade Ria Ratna Nuraini Sattar Sattar Teti Susilowati