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p-Index From 2021 - 2026
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All Journal Indonesian Journal of Business Analytics (IJBA) IIJSE
Yono Maulana
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of the 5A Customer Path on Online Purchasing Decisions (Case Study: 3SECOND Kuningan) Affan NurFadillah Zein; Wenda Surya Lugina; Jefry Romdony; Yono Maulana
Indonesian Journal of Business Analytics Vol. 5 No. 3 (2025): June 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v5i3.14684

Abstract

The purpose of this study is to analyze the influence of variables in the Customer Path 5A concept (Aware, Appeal, Ask, Act, and Advocate) on Online Purchasing Decision among users of 3SECOND products through multiple linear regression analysis. Quantitative research was used to collect data through the distribution of questionnaires. This study involved 150 respondents, selected using the Hair et al 2021 method (6x25) to take samples. Criteria relevant to the research objectives were used to select respondents. Data were collected using a questionnaire with a Likert scale (1–5). Based on the results of the study, it can be concluded that the 5A Customer Path (Aware, Appeal, Ask, Act, and Advocate) has a significant influence on the online purchasing decisions of 3SECOND products in Kuningan. Each stage in the 5A model plays a role in shaping perceptions, interest, interaction, purchasing decisions, and consumer loyalty to the 3SECOND brand.
The Influence of Live Streaming, E-Wom, and Discounts on Impulsive Buying of Skincare Products at Tiktok Shop Alifia Salsabila Putri; Claudya Marceline; Alawiahtul Aeni; Yono Maulana
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9369

Abstract

The development of TikTok Shop has created a trend for interactive and easy online shopping. This has an impact on increasing impulse buying behavior, especially for skincare products. This research aims to determine the influence of live streaming, E-WOM, and discounts on impulse purchasing behavior for skincare products at the TikTok Shop. This research uses a quantitative approach with a causal design. The sampling technique used non-probability and purposive sampling with a total of 126 TikTok Shop users. The data obtained was analyzed using SmartPLS. The results of this research show that live streaming, E-WOM, and discounts have a positive and significant influence on impulse purchases of skincare products at the TikTok Shop. Based on the findings of this research, sellers are advised to collaborate with influencers, develop a strong E-WOM strategy, and implement discount strategies to maximize sales
The Influence of Digital Marketing, Product Quality, and Consumer Behavior on Purchase Decisions at Point Coffee Cirebon Muhammad Farhan Maulana; Yono Maulana; Jefry Romdonny
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7969

Abstract

This study aims to analyze the influence of digital marketing, product quality, and consumer behavior on purchasing decisions at Point Coffee Cirebon. This study uses a quantitative approach with a survey method involving 150 respondents who are consumers of Point Coffee Cirebon. Data were collected through a questionnaire that measures consumer perceptions of digital marketing, product quality, and behavioral factors that influence their purchasing decisions. Data analysis was carried out using multiple regression methods to test the influence of each independent variable on purchasing decisions. The results of the study indicate that digital marketing, product quality, and consumer behavior significantly influence consumer purchasing decisions at Point Coffee Cirebon. Specifically, effective digital marketing through social media platforms has a major positive impact on purchasing decisions, followed by product quality which is the main factor in attracting consumers. These findings provide important implications for Point Coffee managers in formulating more targeted marketing strategies that are in accordance with consumer preferences. This study is expected to provide insight for coffee entrepreneurs in improving their business performance through the implementation of appropriate digital marketing strategies and improving product quality.
Co-Authors Affan NurFadillah Zein Alawiahtul Aeni Alifia Salsabila Putri Claudya Marceline Jefry Romdony Muhammad Farhan Maulana Romdonny, Jefry Wenda Surya Lugina