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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Ilmiah Manajemen Dan Kewirausahaan
Intan Isra’ Nur Laily Brilian
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepuasan Penggunaan E-Wallet terhadap Prilaku Pembelian Generasi Milenial di Era Digital Intan Isra’ Nur Laily Brilian
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 3 No. 4 (2024): Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v3i4.3287

Abstract

This research explores the influence of user satisfaction on the purchasing behavior of the younger generation in the digital era. Using a quantitative approach and multiple linear regression analysis, we analyzed the independent variables, namely the utilization, ease and security of using e-wallets. The selection population involves use by businesses aged 18 to 35 years in Indonesia. The results of the analysis show that high user satisfaction, influenced by the perception of benefits and convenience, contributes significantly to purchasing behavior, including the frequency of using evalets in transactions. These findings provide insight for e-wallet developers and marketers to understand the factors that influence consumer behavior amidst increasingly fierce digital payment industry competition. It is hoped that this research can contribute to the literature on consumer behavior in the digital era.
Apakah Endorsement Selebriti, Pesta Diskon, dan Kesadaran Merek berpengaruh terhadap Keputusan Pembelian Online? : Studi Kasus: Shopee Intan Isra’ Nur Laily Brilian; Rayhan Gunaningrat; Esti Dwi Rahmawati
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4933

Abstract

This research was conducted to evaluate the extent to which celebrity endorsements, discount parties, and brand awareness influence online purchasing decisions on the Shopee platform. A quantitative approach was adopted, with a survey conducted on 100 students who actively shop on Shopee. The sample was selected using purposive sampling. Data was compiled by distributing online questionnaires using Google Forms, then analyzed using the SEM-PLS approach through the SmartPLS 3 software. The findings showed that the three independent variables had a significant influence on online purchasing decisions, with discount events being the most influential factor. The findings emphasize the significance of digital marketing strategies that incorporate celebrity involvement, time-based promotions, and brand awareness to encourage consumers to shop online.
Co-Authors Esti Dwi Rahmawati Rayhan Gunaningrat