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All Journal International Journal of Economics, Business and Innovation Research Proceeding of Community Service and Engagement
Mita Kharisma
Universitas Telkom
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Sales Promotion and E-Service Quality on Purchase Decisions on Watsons Indonesia E-commerce Vyanna Zuleika Wahyudi; Maya Ariyanti; Mita Kharisma
International Journal of Economics, Business and Innovation Research Vol. 3 No. 05 (2024): International Journal of Economics, Business and Innovation Research (IJEBIR)
Publisher : Cita konsultindo

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Abstract

Watsons as a leading company in Asia is now launching an e-commerce application by providing beauty and health products. Watsons still finds obstacles in driving consumer purchasing decisions. Even though Watsons offers a wide range of products and services, complaints regarding sales promotions and electronic service quality are still issues that need to be addressed. Based on research conducted by Humairoh & Annas (2023), the results showed that sales promotion and service quality showed a positive and significant influence on purchasing decisions. Apart from that, this research also conducted research simultaneously and obtained the results that sales promotion and service quality simultaneously had a positive and significant effect on purchasing decisions. This theory is in line with the unit of analysis used in this research, namely the researcher uses the variables sales promotion, e-service quality and purchasing decisions. The purpose of this research is to measure the influence of sales promotion and e-service quality variables on purchasing decisions. This research applies quantitative methods with the sampling technique used is non-probability sampling which was distributed to 385 respondents via an online questionnaire, namely Google Form. The respondent criteria used include consumers who have made purchases on the Watsons Indonesia e-commerce application. The data analysis techniques used in this research are descriptive analysis, classical assumption testing and multiple linear regression analysis with the help of IBM SPSS Statistics version 25 software. The results of hypothesis testing show that sales promotion has a positive and significant effect on purchasing decisions on e-commerce Watsons Indonesia with the T test results showing the calculated T value (7.357) > T table (1.966) and a significance level of 0.000 < 0.05. E-Service Quality has a positive and significant effect on purchasing decisions at Watsons Indonesia e-commerce with the T test results showing the calculated T value (7.017) > T table (1.966) and a significance level of 0.000 < 0.05. And simultaneously Sales Promotion and e-service quality have a positive and significant effect on purchasing decisions in Watsons Indonesia e-commerce with the F test results showing the calculated F value is greater than the F table (82,210 > 2.62) and obtained 0.000 < 0.05 as the level its significance. Keywords: Sales Promotion, E-Service Quality, Purchasing Decisions, E-commerce.
Membangun Ketahanan Digital Remaja Melalui Peningkatan Kesadaran Perlindungan Data Pribadi dan Etika Bermedia Sosial Galuh Sudarawerti; Fariz; Mita Kharisma
The Proceeding of Community Service and Engagement (COSECANT) Seminar Vol. 5 No. 2 (2025): Prosiding COSECANT : Community Service and Engagement Seminar
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25124/cosecant.v5i2.10355

Abstract

Perkembangan teknologi digital yang berasosiasi dengan meningkatnya intensitas penggunaan sosial media sangat berpengaruh terhadap perilaku dan juga kondisi mental generasi muda, terutama remaja. Remaja merupakan kelompok yang rentan terhadap berbagai risiko digital, seperti kebocoran data pribadi, perundungan siber, tekanan yang muncul karena standar sosial daring, peretasan data pribadi, dan gangguan lainnya. Melihat kondisi tersebut, peningkatan ketahanan digital atau digital resilience terhadap remaha merupakan hal yang sangat penting untuk dibangun. Oleh karena itu, perlindungan data pribadi dan edukasi terkait etika bermedia sosial menjadi elemen yang sangat penting. Artikel ini bertujuan untuk mengkaji peran kesadaran perlindungan data pribadi dan etika bermedia sosial sebagai mekanisme adaptif yang mendukung ketahanan digital remaja, khususnya dalam konteks kegiatan pengabdian kepada masyarakat. Pendekatan yang digunakan adalah kegiatan edukatif dan partisipatif yang melibatkan remaja dan pendidik, dengan penekanan pada pemahaman risiko digital, refleksi perilaku bermedia sosial, serta penguatan nilai tanggung jawab dan empati dalam interaksi daring. Temuan kegiatan menunjukkan bahwa peningkatan kesadaran terhadap data pribadi dan etika digital berkontribusi pada perubahan cara pandang remaja dalam menggunakan media sosial, dari yang bersifat impulsif menjadi lebih reflektif dan bertanggung jawab. Artikel ini menawarkan kontribusi konseptual dengan menempatkan literasi perlindungan data dan etika digital sebagai fondasi pembentukan ketahanan digital remaja, serta implikasi praktis bagi pengembangan program literasi digital berbasis komunitas di lingkungan pendidikan
Co-Authors Fariz Galuh Sudarawerti Maya Ariyanti Vyanna Zuleika Wahyudi