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All Journal ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Journal of Trends Economics and Accounting Research
Edy Nursanta
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Digital Marketing, Celebrity Endorser dan Gaya Hidup Terhadap Keputusan Pembelian Pada Tokopedia Dede Alipudin; Edy Nursanta; Siti Masitoh
ARBITRASE: Journal of Economics and Accounting Vol. 4 No. 2 (2023): November 2023
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v4i2.1433

Abstract

Technological developments currently have very rapid progress, including in the fields of economics and marketing. The internet is an information mechanism that provides advice or facilities to obtain important data needed. With advances in the field of information and communication innovation, it feels like the world no longer has boundaries, distance and time. Utilization for business people does not need to experience difficult things in collecting various data to support their business operations. Even today, various types of business information can be obtained quickly and without problems, so the data obtained needs to be filtered to get accurate and significant data. The method of analysis in this study used quantitative primary data, the test stages carried out were validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression, coefficient of determination, t-test and F-test. The data used in this study used a questionnaire instrument, and valid data collected by 111 respondents. The sampling method in this study was purposive sampling. The testing tool used is SPSS version 29. The results of the study show that the Celebrity Endorser and Lifestyle variables partially influence the Purchase Decision at Tokopedia. Meanwhile, Digital Marketing variables do not partially influence Purchase Decisions at Tokopedia, and Digital Marketing, Celebrity Endorser, and Lifestyle variables simultaneously influence Purchase Decisions at Tokopedia.
Pengaruh E-Trust, Website Quality, E-Service Quality dan Keragaman Produk Terhadap Keputusan Pembelian Cindy Kristianty Eka Wardhani; Edy Nursanta; Widiyarsih; Siti Masitoh
Journal of Trends Economics and Accounting Research Vol 4 No 4 (2024): June 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i4.1299

Abstract

This study aims to analyze the influence of E-Trust, Website Quality, E-Service Quality, and Product Diversity on Purchase Decisions on Lazada.co.id in East Jakarta. The analytical method used in this study involves quantitative primary data, with the test phases including validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression, coefficient of determination, F-test, and t-test. The sample taken in this study consisted of 100 respondents, using purposive sampling as the sampling method. The results of the t-test showed that the calculated t-values were greater than the t-table values for the following variables: E-Trust (3.575 > 1.985), Website Quality (4.444 > 1.985), and E-Service Quality (2.418 > 1.985), indicating that these three variables partially influence Purchase Decisions on Lazada.co.id in East Jakarta. Meanwhile, Product Diversity had a calculated t-value smaller than the t-table value (0.378 < 1.985), meaning that the Product Diversity variable does not influence Purchase Decisions on Lazada.co.id in East Jakarta. The results of the F-test showed that E-Trust, Website Quality, E-Service Quality, and Product Diversity simultaneously influence Purchase Decisions on Lazada.co.id in East Jakarta, as indicated by the calculated F-value of 89.759 > 2.47.
Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Produk Skincare: Persepektif Social Media Marketing, Kualitas Produk, Dan Persepsi Harga Afriyani Dwi Tanti; Edy Nursanta; Widiyarsih; Siti Masitoh
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2015

Abstract

This study aims to analyze the influence of social media marketing, product quality and price perceptions on purchasing decisions for skincare products (Study of users of The Originote skincare products in Tangerang City). The analysis method in this research uses quantitative primary data, the test stages carried out are validity, reliability, normality, heteroscedasticity, multicollinearity, multiple linear regression analysis, coefficient of determination, t test and F test. The data used in this research uses questionnaire instruments, and Valid data was collected from 120 respondents. The sampling method in this research was purposive sampling. The testing tool used is SPSS Version 26. The results of the research show that the variables Social Media Marketing, Product Quality, and Price Perception partially influence the decision to purchase The Originote Skincare product. The results of the research show that the variables Social Media Marketing, Product Quality, and Price Perception simultaneously influence purchasing decisions for The Originote Skincare products.
Co-Authors Afriyani Dwi Tanti Cindy Kristianty Eka Wardhani Dede Alipudin Siti Masitoh Widiyarsih