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Hastuti, Maria Agatha Sri Widyanti
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Pengaruh Promosi dan Layanan Shopee Paylater terhadap Pembelian Impulsif pada Mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI Tulungagung Dewantara, Yoga Reky; Hastuti, Maria Agatha Sri Widyanti
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 2 No. 6 (2025): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v2i6.1383

Abstract

This study aims to determine: 1) the influence of promotions on impulsive buying behavior, and 2) the influence of Shopee PayLater services on impulsive buying behavior among students. This research is quantitative in nature. The population in this study consists of 90 VIII semester students of the Economics Education Study Program at Universitas Bhinneka PGRI Tulungagung, using a saturated sampling method. Data collection was carried out using a questionnaire. The analysis results show: 1) partially, the t value is greater than the t table value (13.856 > 1.987) and the significance value is less than 0.05 (0.000 < 0.05), indicating that promotions have a significant effect on impulsive buying behavior. 2) partially, the t value is greater than the t table value (2.039 > 1.987) and the significance value is less than 0.05 (0.044 < 0.05), indicating that Shopee PayLater services have a significant effect on impulsive buying behavior. 3) simultaneously, the F value is greater than the F table value (113.466 > 3.95) and the significance value is 0.000 < 0.05. The Adjusted R² value of 71.6% indicates that impulsive buying behavior is influenced by promotions and Shopee PayLater services, while the remaining 28.4% is influenced by other variables not examined in this study.
Analisis Strategi Pemasaran dalam Upaya Meningkatkan Penjualan pada Usaha Kripik Tempe Mekar Sari di Trenggalek Nikmah, Siti Nurkamilatun; Hastuti, Maria Agatha Sri Widyanti
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 2 No. 6 (2025): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v2i6.1394

Abstract

In supporting the marketing plan, the company must first prepare a marketing strategy so that the industry can find out the market conditions first and see the position of its company in the market. The type of research used is descriptive research with a qualitative approach. Data was collected through observation, interviews, and documentation. This study aims to disseminate the marketing strategy implemented by the Mekar Sari tempeh chips business in Trenggalek in an effort to increase its sales. The results of this study indicate that the marketing strategies used include product diversification, competitive pricing, and promotion through social media and participation in local exhibitions. However, the use of digital marketing is still not optimal. The main obstacles faced by this MSME are tight competition, fluctuations in raw material prices, and limited distribution. It is recommended that this business optimize the use of digital platforms to expand market reach and increase sales volume.
The Influence of Price and Service Quality on Purchasing Decisions of Bhinneka PGRI University Economics Study Program Students on the Shopee E-Commerce Platform Usbaniyah, Fitria; Hastuti, Maria Agatha Sri Widyanti
Jurnal Ekonomi Balance Vol. 20 No. 2 (2024): Desember 2024
Publisher : Perpustakaan dan Penerbitan Unismuh Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/jeb.v20i2.14161

Abstract

This research aims to determine the influence of price on purchasing decisions, determine the influence of service quality on purchasing decisions, and to determine the influence of price and service quality on purchasing decisions of students of the Bhinneka PGRI University Economic Education Study Program on the Shopee e-commerce platform. Based on the research method, this research is a type of descriptive quantitative research with a non-experimental approach. This research consists of 2 (two) independent variables, namely price (X1) and service quality (X2), and 1 (one) dependent variable, namely purchasing decisions (Y). The population in this study was all students of the VII semester Economic Education Study Program, totaling 89 students, while the total sample in this study was 89 students. Samples were taken using the Purposive Random Sampling sampling technique. The object of this research is purchasing decisions among students of the Economic Education Study Program at Bhinneka PGRI University. The data collection method in this research is in the form of a questionnaire which is used to search for price data (X1), service quality (X2), and purchasing decisions (Y). The data analysis technique used is multiple linear regression analysis.
Co-Authors Alifah, Cintya Anggraini, Sri Dita Ayu Arifianti, Ela Rolita Dewantara, Yoga Reky Febrianti, Ulfa Sofiana Gulo, Brian Hega Odien Kafifah, Nissa’ul Koiriyah, Henik Yuni Kurniasari, Rindi Puji Kurniawati, Emilia Muhammad Anasrulloh Nikmah, Siti Nurkamilatun Nofitasari, Lukki Novitasari, Ella Cristina Nurnizam, Galuh Putriningtyas, Meike Rahayu, Fadila Rizki Riafinola, Roqis Rudianto, Ansyari Septiani, Mimatul Risma Siswanto, Elma Putri Sukmilah, Lenita Putri Tias, Galuh Yuliananing Umami, Nailariza Usbaniyah, Fitria Utami, Christina Mega Wardhani, Herlina Dwi Wicak, Widyawati Muktining Wikan, Dyah