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All Journal Jurnal Manajemen USNI
Trian Desa Putra, Trian
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering

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Pengaruh Predatory Pricing, Sikap Konsumen dan Pemasaran Interaktif terhadap Peningkatan Penjualan UMKM di TikTok Shop (Studi kasus UMKM kuliner di Jakarta Selatan) Trian Desa Putra, Trian; Setiawan, Yuli
Jurnal Manajemen Vol 10 No 1 (2024): Volume 10 Nomor 1 Tahun 2024
Publisher : Fakultas Ekonomi dan Bisnis Universitas Satya Negara Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54964/manajemen.v10i1.450

Abstract

This study aims to examine the impact of predatory pricing, consumer attitudes, and interactive marketing on the increase in sales of SMEs on TikTok Shop, both simultaneously and partially. The research design uses a quantitative method with non-probability sampling techniques. The population of this study consists of culinary SMEs in South Jakarta using TikTok Shop, with a sample size of 100 respondents determined using the Roscoe formula. Data analysis methods include multiple linear regression analysis, uji auto korelasi, F-test (simultaneous), t-test (partial), and Coefficient of Determination (Adjusted R Square) using SPSS 25 software. The results indicate a simultaneous significant effect of the variables Predatory Pricing, Consumer Attitudes, and Interactive Marketing on Sales Improvement. Partially, Predatory Pricing and Consumer Attitudes significantly affect Sales Improvement, while Interactive Marketing does not substantially impact Sales Improvement Keywords: Predatory Pricing, Customer Attitudes, Interactive Marketing, Sales Improvement
Co-Authors Setiawan, Yuli