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All Journal Inovator : Jurnal Manajemen Moneter : Jurnal Keuangan dan Perbankan
Himawan, Erry Nugroho
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Computer Science & IT Economics, Econometrics & Finance

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Analysis of Factors Affecting Online Shopping Activities for MSME Products During the COVID-19 Pandemic Himawan, Erry Nugroho; Pasaribu, Popy Novita
INOVATOR Vol 13 No 1 (2024): MARET
Publisher : prodima@fe.uika-bogor.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/inovator.v13i1.17657

Abstract

The Covid19 pandemic has become a game-changer for human life, including shopping procedures and habits. During this pandemic, there was an increase in online shopping activities, including shopping for MSME products. In this study, an analysis of the factors that influence online shopping activities for MSME products was carried out in the Bogor area and its surroundings. Data was collected through online questionnaires distributed by snowballing. From the results of data processing, 3 variables that significantly influence are Hedonic Motivation, Internal Subject Norm, and Behavioral Intention. For further research, it is recommended to add variable testing of the quality of goods/products, quality of shop/merchant services, satisfaction with services/products, the reputation of merchants, and a sense of security for online transactions in the marketplace.
Optimizing Digital Marketing Efforts Through Neuromarketing: Systematic Review Kemora, Haura; Pasaribu, Popy; Marlina, Asti; Himawan, Erry Nugroho
Moneter: Jurnal Keuangan dan Perbankan Vol. 12 No. 1 (2024): APRIL
Publisher : Universitas Ibn Khladun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/moneter.v12i1.474

Abstract

Neuromarketing, as a neuroscientific approach to understanding human behavior and decision-making in marketing, holds significant promise for optimizing digital marketing strategies. This systematic review addresses the gap in research regarding the impact of neuromarketing on digital platforms like social media, websites, and e-commerce. By synthesizing existing literature, the review aims to bridge consumer behavior analysis with neuromarketing applications in digital marketing. Key themes identified include a deeper understanding of consumer behavior, improved targeting and personalization, optimized user experience (UX), enhanced ad effectiveness, and data-driven decision-making. These themes highlight the practical benefits of integrating neuromarketing insights into digital marketing strategies, allowing businesses to connect with their target audience more effectively. Compared to traditional methodologies, neuromarketing techniques offer a more accurate understanding of consumer responses and preferences, facilitated by advanced neuroscience tools like EEG, fMRI, eye tracking, and facial coding. Leveraging these tools enables marketers to align digital efforts with consumer preferences, leading to a more efficient and cost-effective marketing approach.
Co-Authors Kemora, Haura Marlina, Asti Pasaribu, Popy Popy Novita Pasaribu