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Abaitunnisa, Fatima
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Economics, Econometrics & Finance Electrical & Electronics Engineering Social Sciences

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PENGARUH HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING DENGAN MODERASI KUALITAS PELAYANAN PADA TOKO MARKAS BELI DI SHOPEE Abaitunnisa, Fatima; Fandiyanto, Randika; Praja, Yudha
Jurnal Mahasiswa Entrepreneurship (JME) Vol 3 No 1 (2024): JANUARI 2024
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4680

Abstract

In the development of the digital industrial era, people are now starting to recognize online platforms such as e-commerce and marketplaces, which are the shopping platforms of first choice for people in Indonesia to meet their various needs and requirements. The aim of this research is to analyze and test the influence of price and promotion on consumer satisfaction through purchasing decisions with service quality as moderation. This research is explanatory research. The population in this study was buyers of the Markas Beli store. The sampling technique was determined by simple random sampling. Data analysis and hypothesis testing in this research used the Partial Least Square Structural Equation Model (PLS-SEM). Hypothesis test results of direct influence using the Smart PLS 3.0 application, Price has a significant positive effect on purchasing decisions, Promotion has a significant positive effect on purchasing decisions, Price has a positive but not significant effect on consumer satisfaction, Promotion has a positive but not significant effect on consumer satisfaction, Purchasing decisions have an effect significant positive effect on consumer satisfaction, service quality has a positive but not significant effect in moderating price on consumer satisfaction. The results of the indirect effect hypothesis test show that the price variable has a significant positive effect on consumer satisfaction through purchasing decisions. Price has a significant positive effect on consumer satisfaction through purchasing decisions.
STRATEGI PEMASARAN MELALUI LIVE INSTAGRAM TERHADAP PENJUALAN PADA TOKO AW STORE SITUBONDO Maisaroh, Maisaroh; Rachman, Riza; Norchalicatin, Yuli; Anam, Muhammad Mishbahul; Indriani, Shafa Arina; Abaitunnisa, Fatima; Syaifurahman, Ahmad
Jurnal Mahasiswa Entrepreneurship (JME) Vol 1 No 12 (2022): DESEMBER 2022
Publisher : Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36841/jme.v3i1.4229

Abstract

The AW store is a shop that operates in the thrift sector, where the shop sells various kinds of clothing such as shirts, trousers, and others. In marketing its products, the AW store carries out a marketing strategy, namely live Instagram. Live Instagram is a live broadcast activity on social media, especially Instagram. Where with live Instagram, sellers and buyers do not meet in person. Buyers can see what the AW store sells without having to come directly to the store.The research carried out was qualitative research, where data collection was obtained by means of interviews. The conclusion of this research is that the AW store carries out a marketing strategy for its store by means of live Instagram. This research shows that the live Instagram carried out by the AW store has had a big impact on increasing sales.
Co-Authors Anam, Muhammad Mishbahul Fandiyanto, Randika Indriani, Shafa Arina Maisaroh Maisaroh Norchalicatin, Yuli Rachman, Riza Syaifurahman, Ahmad Yudha Praja, Yudha