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All Journal Jurnal Soshum Insentif Jurnal Pajak dan Bisnis (Journal of Tax and Business)
Putri, Sheila Kurnia
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Arts Humanities Economics, Econometrics & Finance Social Sciences

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EFFECT OF ONLINE MARKETING COMMUNICATIONS, CONSUMER PREFERENCES, CONSUMER NEEDS ON PURCHASE BEHAVIOR AND THEIR IMPACT ON PURCHASE DECISIONS (Survey on the Tokopedia and Shopee Online Shop consumers in Bandung) Munandar, Dadang; Assaf, Rizka Aula; Putri, Sheila Kurnia
Jurnal Soshum Insentif Vol 7 No 1 (2024): Jurnal Soshum Insentif
Publisher : Lembaga Layanan Pendidikan Tinggi Wilayah IV

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36787/jsi.v7i1.1415

Abstract

The aim of this research is to study the effect of Online Marketing Communication, Consumer Preferences, and Consumer Need as mediated by Purchase Behavior on Purchase Decision. As many as 100 Tokopedia and Shoppe consumers in Bandung are chosen as the respondents using the purposive method. This research employs quantitative approach by using survey method. The data is analyzed using the mediation analysis technique from the Process Andrew Hayes Software. Research findings are: first, Direct and indirect effect of Online Marketing Communication, Consumer Preferences, and Consumer Need as mediated by Purchase Behavior on Purchase Decision falls into moderate category; second, The determinant factors of Purchase Decision as mediated by Purchase Behavior are affected by 1) Consumer Need; 2) Consumer Preferences and 3) Online Marketing Communication; third, Online Marketing Communication affects significantly on Purchase Decision as mediated by Purchase Behavior. Fourth, Consumer Preferences affect significantly on Purchase Decision as mediated by Purchase Behavior; and fifth, Consumer Need affects significantly on Purchase Decision as mediated by Purchase Behavior.
Pengaruh Pengembangan Karir dan Budaya Organisasi Terhadap Kepuasan Kerja yang Berdampak pada Kinerja Karyawan pada PT. Bumi Rajawali di Bandung Putri, Sheila Kurnia
Jurnal Pajak dan Bisnis Vol 4 No 1 (2023): Journal of Tax and Business
Publisher : LPPM-STPI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55336/jpb.v4i1.82

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh pengembangan karir dan budaya organisasi terhadap kepuasan kerja yang berdampak pada kinerja karyawan pada PT Bumi Rajawali di Bandung. Metode yang digunakan adalah explanatory research dengan sampel sebanyak 92 responden. Teknik analisis menggunakan analisis statistik dengan pengujian regresi, determinasi dan uji hipotesis. Hasil penelitian ini Pengembangan karir berpengaruh signifikan terhadap kepuasan kerja sebesar 31,3%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Budaya organisasi berpengaruh signifikan terhadap kepuasan kerja sebesar 47,5%, uji hipotesis diperoleh signifikansi 0,000 < 0,05. Pengembangan karir dan budaya organisasi secara simultan berpengaruh signifikan terhadap kepuasan kerja sebesar 52,5%, uji hipotesis diperoleh signifikansi 0,000 < 0,05.Kepuasan kerja berpengaruh signifikan terhadap kinerja karyawan sebesar 37,0%, uji hipotesis diperoleh signifikansi 0,000 < 0,05.
Co-Authors Assaf, Rizka Aula Munandar, Dadang