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All Journal Bisman (Bisnis dan Manajemen): The Journal of Business and Management JUMANDIK Jurnal Manajemen & Pendidikan
Masádi, Mahnun
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Studi Literatur Faktor Faktor Keputusan UMKM Tangerang dalam Memilih Ecommerce Masádi, Mahnun; Nurhadi, Ahmad
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 3 No 2 (2025): Jurnal Manajemen & Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jmp.Volume:3.No:2.2025.186.Hal:66-72

Abstract

This study aims to provide an understanding of research related to the theme Literature Review on Factors Influencing MSME Decision-Making in Tangerang in Choosing E-commerce. It seeks to describe and explain the determinant factors associated with and influencing decision-making factors in selecting e-commerce. This research employs a literature review method to examine the locus and discussion of e-commerce selection decision factors and their determinants over the past five years (2020-2024). Data are derived from secondary sources, such as nationally indexed journals. According to Vosviewer, mapping indicates that the keyword "e-commerce adoption" requires further exploration.
Studi Literatur Faktor Faktor Keputusan UMKM Tangerang dalam Memilih Ecommerce Masádi, Mahnun; Nurhadi, Ahmad
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 3 No 2 (2025): Jurnal Manajemen & Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jmp.Volume:3.No:2.2025.186.Hal:66-72

Abstract

This study aims to provide an understanding of research related to the theme Literature Review on Factors Influencing MSME Decision-Making in Tangerang in Choosing E-commerce. It seeks to describe and explain the determinant factors associated with and influencing decision-making factors in selecting e-commerce. This research employs a literature review method to examine the locus and discussion of e-commerce selection decision factors and their determinants over the past five years (2020-2024). Data are derived from secondary sources, such as nationally indexed journals. According to Vosviewer, mapping indicates that the keyword "e-commerce adoption" requires further exploration.
Studi Literatur Faktor Faktor Keputusan UMKM Tangerang dalam Memilih Ecommerce Masádi, Mahnun; Nurhadi, Ahmad
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 4 No 1 (2025): Jurnal Manajemen & Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jmp.Volume:3.No:2.2025.186.Hal:66-72

Abstract

This study aims to provide an understanding of research related to the theme Literature Review on Factors Influencing MSME Decision-Making in Tangerang in Choosing E-commerce. It seeks to describe and explain the determinant factors associated with and influencing decision-making factors in selecting e-commerce. This research employs a literature review method to examine the locus and discussion of e-commerce selection decision factors and their determinants over the past five years (2020-2024). Data are derived from secondary sources, such as nationally indexed journals. According to Vosviewer, mapping indicates that the keyword "e-commerce adoption" requires further exploration.
Studi Literatur Faktor Faktor Keputusan UMKM Tangerang dalam Memilih Ecommerce Masádi, Mahnun; Nurhadi, Ahmad
Jurnal Manajemen & Pendidikan [JUMANDIK] Vol 4 No 1 (2025): Jurnal Manajemen & Pendidikan
Publisher : LAP4B

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58174/jmp.Volume:3.No:2.2025.186.Hal:66-72

Abstract

This study aims to provide an understanding of research related to the theme Literature Review on Factors Influencing MSME Decision-Making in Tangerang in Choosing E-commerce. It seeks to describe and explain the determinant factors associated with and influencing decision-making factors in selecting e-commerce. This research employs a literature review method to examine the locus and discussion of e-commerce selection decision factors and their determinants over the past five years (2020-2024). Data are derived from secondary sources, such as nationally indexed journals. According to Vosviewer, mapping indicates that the keyword "e-commerce adoption" requires further exploration.
Strategi Pemasaran Digital Terhadap Keputusan Pembelian Generasi Z Urban Dengan Perilaku Generasi Z Sebagai Moderasi Masadi, Mahnun; Nurhadi, Ahmad
Bisman (Bisnis dan Manajemen): The Journal of Business and Management Vol. 8 No. 3 (2025): November 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi, Universitas Islam Majapahit, Jawa Timur, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36815/bisman.v8i3.4530

Abstract

Changes in consumer behavior in the digital era create a big challenge for business actors in aligning marketing strategies with the preferences of the digital native generation. This study aims to analyze the influence of digital marketing strategies on purchasing decisions and test the role of Generation Z's behavior as moderation variable. Phenomena such as FOMO, paylater features, and online reviews are the main background. This research aims to provide in-depth insight into the strategies faced by business in the digital era and provide recommendations for optimizing digital channels according to business needs. The research method used is a survey with an explanatory research approach to examine the causal relationship between variables. Data was collected through a questionnaire from 100 Generation Z active online shoppers in the last three months, then analyzed using a quantitative method with the SEM-PLS Technique with the help of SmartPLS software to test the measurement model (outer model) and structural model (inner model). The results showed that Digital Marketing Strategy had a positive and significant effect on Purchase Decisions with a path coefficient (ß) of 0.452 and a significance value of p < 0.05. Generation Z Behavior was shown to significantly moderate and strengthen the influence of digital marketing strategies on purchase decisions with an interaction value of 0.218 (p = 0.003). This structural model has strong predictive accuracy with an R-Square$ value of 0.684, which means that independent and moderate variables are able to explain 68.4% of the variation in purchasing decisions. This study recommends business optimize interactive visual content and utilize social proof to effectively reach the unique characteristics of Generation Z.
Co-Authors Nurhadi, Ahmad