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All Journal Innovative: Journal Of Social Science Research Madani: Multidisciplinary Scientific Journal
Amaldin, Amalya Dwi Putri
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Physics Public Health Social Sciences Other

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Pengaruh Ulasan Positif dan Ulasan Negatif Produk di E-Commerce Shopee Terhadap Keputusan Pembelian Konsumen (Studi Kasus di Fakultas Ekonomi dan Bisnis Universitas Singaperbangsa Karawang) Amaldin, Amalya Dwi Putri; Ratnasari, Ina
Madani: Jurnal Ilmiah Multidisiplin Vol 2, No 6 (2024): Madani, Vol 2, No. 6 2024
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.11526753

Abstract

This case study focuses on students at the Faculty of Economics and Business, Singaperbangsa University, Karawang. The aim of this research is to evaluate how positive and negative product reviews on the Shopee e-commerce platform influence consumer purchasing decisions. This research was conducted using a quantitative approach and 103 students received questionnaires which were then tested using multiple linear regression. The study results show that product reviews, both positive and negative, greatly influence consumers' decisions to purchase products. Overall, positive and negative reviews accounted for 45.7% of consumers' purchasing decisions. These results indicate that product review management is critical for e-commerce companies to attract and identify customers.
Pengaruh Digital Marketing Terhadap Minat Beli Konsumen dan Dampaknya pada Tingkat Penjualan UMKM di Kabupaten Bekasi Amaldin, Amalya Dwi Putri; Al-Hasbi, Alija Musthafa Hamah; Kurniawan, Muhammad Arif Irsyaad; Sulaeman, Eman
Innovative: Journal Of Social Science Research Vol. 4 No. 6 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i6.16980

Abstract

Penelitian ini mengeksplorasi pengaruh digital marketing terhadap minat beli konsumen dan dampaknya pada tingkat penjualan Usaha Mikro, Kecil, dan Menengah (UMKM) di Kabupaten Bekasi. Dengan perkembangan teknologi digital yang pesat, UMKM memanfaatkan media sosial untuk meningkatkan visibilitas produk dan menarik konsumen. Metode penelitian yang digunakan adalah kualitatif dengan wawancara terhadap 10 pelaku UMKM yang aktif menggunakan media sosial. Hasil penelitian menunjukkan bahwa strategi digital marketing yang efektif berkontribusi signifikan terhadap peningkatan minat beli dan penjualan produk. Pelaku UMKM yang menerapkan konten visual menarik dan interaksi aktif dengan konsumen mengalami peningkatan penjualan. Penelitian ini menyarankan agar UMKM terus beradaptasi dengan tren pasar untuk mempertahankan daya saing mereka.
Co-Authors Al-Hasbi, Alija Musthafa Hamah EMAN SULAEMAN Ina Ratnasari, Ina Kurniawan, Muhammad Arif Irsyaad