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All Journal Muqaddimah: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Journal Economic Excellence Ibnu Sina
Ovriyadin Ovriyadin
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Viral Marketing dan Live Streaming Terhadap Keputusan Pembelian Konsumen Pada Toko Nabila Fashion Putri Nabila; Ismunandar Ismunandar; Ovriyadin Ovriyadin
Journal Economic Excellence Ibnu Sina Vol. 2 No. 3 (2024): Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v2i3.1576

Abstract

Technological developments have changed consumer behavior in purchasing fashion products, especially through online platforms and social media. Viral marketing and live streaming are the main strategies in influencing purchasing decisions by reaching consumers widely and in real-time. This research aims to explore the influence of these two strategies on consumer purchasing decisions at the Nabila Fashion Store. This study identified several problems such as less interesting viral content, lack of product explanations from influencers, unstable networks during live streaming, promotions that are too long, and lack of consistency in promotions via social media. Based on this background, the research problem formulation includes the partial influence of viral marketing, the partial influence of live streaming, and the simultaneous influence of both on consumer purchasing decisions. The research results show that both viral marketing and live streaming have a significant influence on purchasing decisions. Viral marketing helps in disseminating product information quickly and effectively, while live streaming provides direct experiences to consumers, influencing purchasing decisions through real-time interactions and exclusive promotional offers. In conclusion, the implementation of viral marketing and live streaming can increase consumer purchasing decisions at the Nabila Fashion Store. Recommendations include improving the quality of viral content, improving network stability during live streaming, shortening the duration of promotions, and increasing consistency in promotions via social media to maximize influence on consumer purchasing decisions.
Pengaruh Kualitas Pelayanan dan Harga Terhadap Kepuasan Pelanggan pada Sicepat Ekspres Kota Bima Muhammad Nur; Intisari Haryanti; Ovriyadin Ovriyadin
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Vol. 2 No. 4 (2024): Oktober : MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
Publisher : Sekolah Tinggi Ilmu Syariah Nurul Qarnain Jember

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/muqaddimah.v2i4.1039

Abstract

In the current modern era, the development of the services industry in the logistics sector is increasingly increasing, development of online business and also the increasing number of applications that provide opportunities for people to carry out buying and selling transactions online, so that expedition companies in Indonesia certainly take advantage of the opportunities that exist. The purpose of this research is to determine the influenceof quality, sevice and price on customer satisfaction. The obiect of this research is the customers of Sicepat ekspres Bima city branch. This research uses quantitative methods with anassociative type. The data collection technique in this research uses questionnaires with Accidental Sampling techniques. Observation, Questionnaire, Literature Study, Validity Test, Rehabilitation Test. Classical assumption test, multiplinear regression,multilinear coefficients, determination test, T test and Ftest. The results of this research show that X1 service quality and X2 price have a positive and significant influence simultaneously on Y customer satisfaction. X2 price has a positive but not partially significant influence on Y customer satisfaction, however X2 service quality is positive and significant influence on Y customer satisfaction. Bima City Branch Sicepat Expedition.
Co-Authors Intisari Haryanti Ismunandar Muhammad Nur Putri Nabila