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All Journal Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA)
Anggreani, Irvana Ayu
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Economics, Econometrics & Finance

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Analisis Bibliometrik Penerapan Digital Marketing Dalam Pengembangan Bisnis UMKM Anggreani, Irvana Ayu
Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) Vol 2, No 01: April 2023
Publisher : STIE PENA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/emba.v2i01.716

Abstract

The impact of rapid technological development makes digital marketing a way to support MSME business development. With a digital marketing strategi and choosing the right media, it will make it easier for MSMEs to reach the target market. This is inseparable from the role of digital marketing to introduce and market products from producers to consumers. In the modern era, social media users are increasing and reaching all levels of society. So that the use of digital internet technology and social media becomes more effective and efficient in developing MSME businesses. The method used in this study uses quantitative descriptive with a bibliometric approach and the help of VOSviewer software. The data source is taken from Google Scholar. Data collection techniques carried out in the form of secondary data. The number of metadata collected was 997 articles. The result of this study indicate that a number of writers are already interested in the theme of Implementing Digital Marketing in MSME Businenss Development in creasing from 2020 to 2021, to be precise at the time of the Covid-19 pandemic and can find out keywords that often appear and are related to each other as references for further research. Keywords: Business development; Digital marketing; MSME.
PENGARUH HARGA, IKLAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA E-COMMERCE TOKOPEDIA (STUDI KASUS PADA PENGGUNA TOKOPEDIA DI KABUPATEN DEMAK) Anggreani, Irvana Ayu; Yuliati, Yuliati
Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) Vol 4, No 01: April 2025
Publisher : STIE PENA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34152/emba.v3i3.1226

Abstract

This study aims to determine the effect of price, advertising, and brand image on purchasing decisions for e-commerce users in Demak Regency. The population in this study were Tokopedia e-commerce users in Demak Regency. The sampling technique used is non-probability sampling technique with a purposive sampling technique. The sample of this study were 97 respondents, Tokopedia e-commerce users in Demak Regency. Data collection using a questionnaire. The data analysis used is multiple linear regression analysis using the help of the SPSS application.The results of this study indicate that 1) Price has a positive and significant effect on purchasing decisions with a t-count value of 2,568 > t-table 1,986 and sig. 0,020 < 0,05; 2) Advertising has a positive and significant effect on purchasing decisions with a t-count value of 2,363 > t-table 1,986 and sig.0,020 < 0,05; 3) Brand image has a positive and significant effect on purchasing decisions with a t-count value of 6,902 > t-table 1,986 and sig. of 0,000 < 0,05; 4) Price, Advertising, and Brand image simultaneously affect purchasing decisions with an F-count value of 35,377 > F-table 3,309 and sig. of 0,000 < 0,05. Keywords: Price, Advertising, Brand Image, Purchasing Decisions
Co-Authors Yuliati -