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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.
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 Utami, Christina Mega Wardhani, Herlina Dwi Wicak, Widyawati Muktining Wikan, Dyah