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All Journal Journal of Social And Economics Research Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) journal of social and economic research
Fatimah Nurjannati Iskandar
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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THE INFLUENCE OF CONSUMER BEHAVIOR ON PRODUCT PURCHASE DECISIONS THROUGH SHOPEE AMONG XYZ UNIVERSITY STUDENTS Yusnaini, Yusnaini; Fatimah Nurjannati Iskandar
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1093

Abstract

This study aims to analyze the influence of consumer behavior on skincare product purchasing decisions through the Shopee platform among XYZ University students. This study was conducted using a quantitative explanatory research approach and data were collected through distributing questionnaires to 30 respondents selected using a purposive sampling technique. Data analysis was conducted using descriptive statistics, instrument testing, classical assumption testing, and simple linear regression to examine the influence of independent variables on the dependent variable. The results showed that consumer behavior has a positive and significant influence on skincare product purchasing decisions through Shopee. This is indicated by the coefficient of determination value of 82.9%, meaning consumer behavior is able to explain the contribution to purchasing decisions in the very strong category. Consumers consider product information, privacy security, platform reputation, trust, and purchase benefits as important factors driving purchasing decisions. Although some respondents are still neutral about the risks, overall consumer perceptions of Shopee are quite positive. The results of this study confirm that understanding consumer behavior is crucial for improving skincare product marketing strategies on e-commerce platforms.
THE INFLUENCE OF CONSUMER BEHAVIOR ON PRODUCT PURCHASE DECISIONS THROUGH SHOPEE AMONG XYZ UNIVERSITY STUDENTS Yusnaini, Yusnaini; Fatimah Nurjannati Iskandar
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.1093

Abstract

This study aims to analyze the influence of consumer behavior on skincare product purchasing decisions through the Shopee platform among XYZ University students. This study was conducted using a quantitative explanatory research approach and data were collected through distributing questionnaires to 30 respondents selected using a purposive sampling technique. Data analysis was conducted using descriptive statistics, instrument testing, classical assumption testing, and simple linear regression to examine the influence of independent variables on the dependent variable. The results showed that consumer behavior has a positive and significant influence on skincare product purchasing decisions through Shopee. This is indicated by the coefficient of determination value of 82.9%, meaning consumer behavior is able to explain the contribution to purchasing decisions in the very strong category. Consumers consider product information, privacy security, platform reputation, trust, and purchase benefits as important factors driving purchasing decisions. Although some respondents are still neutral about the risks, overall consumer perceptions of Shopee are quite positive. The results of this study confirm that understanding consumer behavior is crucial for improving skincare product marketing strategies on e-commerce platforms.
RELEVANSI TEORI MODIGLIANI DAN MILLER TERHADAP STRUKTUR MODAL DAN NILAI PERUSAHAAN PADA INDUSTRI KAFE DI INDONESIA Irma Nawangwulan; Fatimah Nurjannati Iskandar; Titin Nurjannati Kartini; Samuel PD Anantadjaya; Herry Achmad Buchory
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 1 (2026): Edisi Januari - April 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i1.6798

Abstract

Industri kafe di Indonesia berkembang pesat dan semakin kompetitif, sehingga keputusan pendanaan dan pengelolaan struktur modal menjadi sangat penting bagi kelangsungan usaha. Penelitian ini membahas relevansi Teori Modigliani dan Miller (M&M) dalam menjelaskan hubungan antara struktur modal dan nilai perusahaan pada industri kafe, yang dikenal memiliki kebutuhan modal tinggi, margin tipis, dan pendapatan yang fluktuatif. Dengan pendekatan deskriptif kualitatif, studi ini mengkaji teori struktur modal klasik dan modern, serta menerapkan analisis pada kondisi industri kafe Indonesia. Hasil penelitian menunjukkan bahwa meskipun teori awal M&M menyatakan struktur modal tidak memengaruhi nilai perusahaan pada pasar sempurna, revisi konsep yang memperhitungkan pajak lebih sesuai dengan kondisi nyata. Penggunaan utang memang memberikan manfaat penghematan pajak, tetapi bagi industri kafe, utang berlebihan justru meningkatkan risiko finansial. Karena itu, perusahaan perlu menjaga keseimbangan antara utang dan ekuitas. Studi kasus Kopi Kenangan memperlihatkan bahwa pendanaan ekuitas dari investor ventura lebih efektif untuk mendukung ekspansi cepat sambil menjaga fleksibilitas keuangan. Faktor modern seperti perilaku manajer, persepsi investor, dan komitmen ESG juga memengaruhi keputusan struktur modal. Secara keseluruhan, teori M&M tetap relevan jika diadaptasi pada kondisi industri kafe Indonesia yang dinamis dan berisiko tinggi.
Co-Authors Herry Achmad Buchory Irma Nawangwulan Samuel PD Anantadjaya Titin Nurjannati Kartini Yusnaini Yusnaini