Garuda - Garba Rujukan Digital

The Influence Of Live Streaming, Discounts, And Content Marketing On Purchasing Decisions On Tiktok Shop (Study On Generation Z Consumers in Sidoarjo) Putri, Cindy Ananda; Muhammad Yani; Mas Oetarjo
Al Tijarah Vol. 10 No. 2 (2024): Al Tijarah l December
Publisher : University of Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/at.v10i2.14275

Tiktok is a creative video application developed by the Chinese-based company Bytedance, China in September 2016. Tiktok's popularity began to skyrocket in 2018. It has been downloaded 67.4 million times in Indonesia in 2023. In September 2021, Tiktok adapted by adding a shopping feature to its application known as Tiktok Shop. This study aims to measure the level of influence of live streaming, discounts, and content marketing on purchasing decisions at Tiktok Shop. The sampling technique in this study used a purposive sampling technique and used the Lemeshow formula to determine the number of samples due to the unknown population, with a result of 100 respondents. Data collection was carried out by distributing questionnaires to Tiktok Shop users. This study is quantitative and uses the SmartPLS analysis tool. The results of the study show that live streaming, discounts, and content marketing have a positive and significant effect on purchasing decisions at Tiktok Shop in Sidoarjo.

E-WOM, Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian di TikTok Shop (Studi Kasus Jiniso Jeans) Mochammad Fatur Irawan; Mas Oetarjo; Kumara Adji Kusuma
Jurnal E-Bis Vol 9 No 1 (2025): Vol. 9 No.1 2025
Publisher : Politeknik Piksi Ganesha Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37339/e-bis.v9i1.2337

Penelitian dilakukan untuk mengetahui pengaruh E – WOM, Kualitas Produk, serta Citra Merek terhadap keputusan pembelian produk Jiniso Jeans di TikTok Shop. Metodologi penelitian ini dilandasi dari pendekatan kuantitatif deskriptif, yang mana untuk populasi mencakup semua pengguna produk Jiniso Jeans Sidoarjo, serta sampel yang ditetapkan 100 orang. Sampel ditetapkan memanfaatkan teknik purposive sampling, dalam demografi berupa pria serta wanuta berusia di atas 17 tahun yang pernah membeli produk Jiniso Jeans di platform TikTok Shop. Data dikumpulkan dengan kuesioner, serta skala Likert dimanfaatkan dalam mengukur jawaban. Analisis data dilaksanakan menerapkan metode PLS-SEM memanfaatkan perangkat lunak SmartPLS 3.0. Hasil penelitian membuktikan terkait E – WOM berpengaruh terhadap keputusan pembelian pada produk Jiniso Jeans di TikTok Shop, Kualitas Produk memiliki pengaruh terhadap keputusan pembelian pada produk Jiniso Jeans di TikTok Shop, dan Citra Merek memengaruhi keputusan pembelian pada produk Jiniso Jeans di TikTok Shop.

Efektivitas E-Wom (elektronic word of mouth) dan Digital Marketing Melalui Konten Terhadap Kunjungan Wisatawan Air Terjun Coban Binangun, Plintahan, Pandaan. Eka Agustin; Mas Oetarjo
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 9 No 2 (2025): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Tourism, as a lucrative investment, requires sustainable management for long-term benefits. Despite its scenic beauty, Coban Binangun struggles with low visitor numbers. However, revitalization efforts and digital promotion, particularly through social media, have led to a notable increase in visitors. Electronic Word of Mouth (eWOM) and digital content shared by visitors play pivotal roles in influencing visitation decisions. Leveraging digital marketing and eWOM, Coban Binangun can enhance its promotional reach and boost visitor interest, thereby fostering sustainable tourism growth. The study, conducted in Plintahan Village, Pandaan, Pasuruan, East Java, employed a quantitative approach with non-probability sampling. Variables examined included EWOM, Digital Marketing, Content, and Visitor Arrivals. Likert scale questionnaires were distributed to 97 respondents, with data analyzed using SPSS version 25. Results indicated that EWOM and Digital Marketing significantly impact Visitor Arrivals, whereas Content does not. Respondents viewed EWOM and Digital Marketing positively, contrasting with the negligible impact of Content, aligning with prior research findings. EWOM is perceived to positively influence Visitor Arrivals, underscoring the significant role of Digital Marketing in driving tourism growth, while Content's effect remains insignificant.

Dampak Strategi Promosi Digital, Kualitas Pelayanan dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Studi Pada Lesehan Citra Indriani, Feri; Muhammad Yani; Mas Oetarjo
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.2199

The increasingly sophisticated development of internet technology has made it no longer strange to use the internet to market a product. Business in the culinary sector is a business that is currently developing very rapidly in Indonesia. So the market share that someone has when opening a business in the culinary sector is quite promising. However, businesses in the culinary sector will experience changes, especially in the threats that will be experienced by culinary entrepreneurs. These threats include the number of competitors that will increase, technological advances and customer demands that will continue to change. This research aims to determine the impact of digital promotional strategies, service quality and word of mouth on purchasing decisions of study consumers at Lesehan Image. This research uses quantitative methods with primary data sources and secondary data. Primary data was obtained through interview techniques and the use of procedures such as distributing questionnaires, while secondary data the researcher obtained data from several supporting literature such as previous journals which were in line with this research topic. The population in this research is consumers from Lesehan Citra who use digital media, consumers who like seafood dishes, consumers who have made more than one purchase and consumers aged 17 to 40 years. The sample in this study amounted to 96 respondents. The technique used for sampling in this research uses a non-probability sampling technique with a purposive sampling technique. The results of this research are that digital promotion strategies, service quality and word of mouth have a positive and significant effect on consumer purchasing decisions.

Dampak Shopping Lifestyle, Price Discount, Self Control Terhadap Impulse Buying Generasi Z pengguna Tokopedia Fitriah, Ridhatul; Mas Oetarjo; Alshaf Pebrianggara
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.4287

E-commerce makes it easier for people to carry out buying and selling transactions without having to expend energy so that people prefer to shop online because of the practicality that e-commerce provides. This situation provides changes in consumer behavior where people prioritize desires over needs when shopping. Tokopedia, one of the e- commerce sites, is here to provide updates for the public in carrying out shopping transactions. This encourages researchers to examine what variables influence impulse buying. The aim of this research is to find out what variables influence the impulse buying behavior of Tokopedia users. This research uses quantitative methods with primary data types. Respondents in this study were determined using the Lemeshow formula and there were 100 respondents. Testing of this research data uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test and T test. The results of this study show that the three variables, namely shopping lifestyle, price discount and self control have a significant effect on the impulse buying of Tokopedia users

Dampak Strategi Promosi Digital, Kualitas Pelayanan dan Word of Mouth Terhadap Keputusan Pembelian Konsumen Studi Pada Lesehan Citra Indriani, Feri; Muhammad Yani; Mas Oetarjo
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 5 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i5.2199

The increasingly sophisticated development of internet technology has made it no longer strange to use the internet to market a product. Business in the culinary sector is a business that is currently developing very rapidly in Indonesia. So the market share that someone has when opening a business in the culinary sector is quite promising. However, businesses in the culinary sector will experience changes, especially in the threats that will be experienced by culinary entrepreneurs. These threats include the number of competitors that will increase, technological advances and customer demands that will continue to change. This research aims to determine the impact of digital promotional strategies, service quality and word of mouth on purchasing decisions of study consumers at Lesehan Image. This research uses quantitative methods with primary data sources and secondary data. Primary data was obtained through interview techniques and the use of procedures such as distributing questionnaires, while secondary data the researcher obtained data from several supporting literature such as previous journals which were in line with this research topic. The population in this research is consumers from Lesehan Citra who use digital media, consumers who like seafood dishes, consumers who have made more than one purchase and consumers aged 17 to 40 years. The sample in this study amounted to 96 respondents. The technique used for sampling in this research uses a non-probability sampling technique with a purposive sampling technique. The results of this research are that digital promotion strategies, service quality and word of mouth have a positive and significant effect on consumer purchasing decisions.

Dampak Shopping Lifestyle, Price Discount, Self Control Terhadap Impulse Buying Generasi Z pengguna Tokopedia Fitriah, Ridhatul; Mas Oetarjo; Alshaf Pebrianggara
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 9 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i9.4287

E-commerce makes it easier for people to carry out buying and selling transactions without having to expend energy so that people prefer to shop online because of the practicality that e-commerce provides. This situation provides changes in consumer behavior where people prioritize desires over needs when shopping. Tokopedia, one of the e- commerce sites, is here to provide updates for the public in carrying out shopping transactions. This encourages researchers to examine what variables influence impulse buying. The aim of this research is to find out what variables influence the impulse buying behavior of Tokopedia users. This research uses quantitative methods with primary data types. Respondents in this study were determined using the Lemeshow formula and there were 100 respondents. Testing of this research data uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test and T test. The results of this study show that the three variables, namely shopping lifestyle, price discount and self control have a significant effect on the impulse buying of Tokopedia users

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