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All Journal Performance : Jurnal Bisnis dan Akuntansi International Journal of Economics, Management and Accounting
Arrina Lestari, Nurni
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Strategi Potongan Harga, Promosi Penjualan Dan Gaya Hidup Berbelanja Dalam Meningkatkan Pembeli Implusif Riska, Riska; Amal, Muhammad Khairul; Arrina Lestari, Nurni
PERFORMANCE: Jurnal Bisnis & Akuntansi Vol 14 No 2 (2024): Performance: Jurnal Bisnis & Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Wiraraja Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24929/feb.v14i2.3627

Abstract

Meningkatkan pembelian implusif ini adalah salah satu strategi pemasaran yang dilakukan marketplace untuk meningkatkan penjualan maka dari itu tujuan penelitian ini adalah untuk melihat bagaimana pengaruh strategi potongan harga, promosi penjualan, dan gaya hidup berbelanja terhadap pembeli impulsif. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif, data dikumpulkan melalui kuesioner dengan sampel 144 responden penguna marketplace dikabupaten sukabumi. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan bantuan software Amos versi 23 yang dimana untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa potongan harga mempengaruhi pembeli impulsif secara signifikan dan positif yang dibuktikan dengan nilai CR 2,759 serta P-Value sebesar 0,006, promosi penjualan berpengaruh positif dan siginifikan terhadap pembeli impulsif dengan nilai CR 2,442 Dan P- Value sebesar 0,015, sedangkan gaya hidup berbelanja berpengaruh positif dan siginfikan terhadap pembeli impulsif dengan nilai CR sebesar 2,667 dan P-Value sebesar 0,008. Kata Kunci : Potongan harga, Promosi penjualan, Gaya hidup berbelanja dan Pembeli Implusif.
Analysis of Diversification Strategies in Improving MSMe Performance Nurhalimah, Lani; Arrina Lestari, Nurni; Abdul Aziz, Muh.
International Journal of Economics, Management and Accounting (IJEMA) Vol. 2 No. 2 (2024): July
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v2i2.180

Abstract

This research aims to analyze perceived usefulness, social media marketing, and diversification strategies in improving MSME performance. The results of the research show that there is a significant influence between perceived usefulness on diversification strategies, a significant positive influence of perceived usefulness on MSME performance, a significant positive influence of social media marketing on diversification strategies, an insignificant positive influence of social media marketing on MSME performance, and a positive influence diversification strategy has a significant impact on MSME performance. The research method uses quantitative with a purposive sampling technique, for a known population of 254. The sample consists of 108 respondents. Furthermore, the full model SEM test also shows a good model with adequate Goodness Off Fit values. The research results show that the perceived usefulness of social media marketing has a significant positive effect on diversification strategies, which in turn has a significant positive effect on the performance of MSMEs. However, the relationship between social media marketing and MSME performance is not directly significant. This research makes an important contribution in understanding the factors that influence MSME performance through diversification strategies, by considering the role of perceived usefulness and social media marketing.
Co-Authors Abdul Aziz, Muh. Muhammad Khairul Amal Nurhalimah, Lani Riska Riska