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All Journal Proceeding ISETH (International Summit on Science, Technology, and Humanity) Jurnal Serambi Ekonomi dan Bisnis
Firdausy, Salsa Bila Kusuma
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Computer Science & IT Economics, Econometrics & Finance Education Engineering Medicine & Pharmacology Social Sciences Other

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Strategi Pemasaran Omnichannel: Tinjauan Literatur Terhadap Tren dan Inovasi dalam Pengalaman Konsumen di Era Digitall Firdausy, Salsa Bila Kusuma; Ahmadi, Mirzam Arqy
Jurnal Serambi Ekonomi dan Bisnis Vol 8, No 1 (2024): September 2024 -Februari 2025
Publisher : Universitas Serambi Mekkah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32672/jseb.v8i1.8632

Abstract

Teknologi digital telah mengubah perilaku konsumen dan mendorong bisnis untuk menggunakan strategi pemasaran omnichannel. Penelitian ini mengulas tren dan inovasi terbaru dalam pemasaran omnichannel untuk memahami pengaruhnya terhadap pengalaman pelanggan. Dengan pendekatan kualitatif melalui tinjauan literatur, penelitian ini menjelaskan bagaimana strategi omnichannel dapat meningkatkan kepuasan, loyalitas, dan keterlibatan pelanggan. Teknologi seperti AI, big data, dan IoT membantu menghubungkan saluran online dan offline, memberikan pengalaman yang lebih personal, serta meningkatkan efisiensi. Namun, masih ada tantangan seperti pengelolaan logistik, persediaan, dan biaya teknologi. Penelitian ini memberikan wawasan praktis bagi bisnis untuk mengadopsi strategi omnichannel secara efektif, dengan menekankan pentingnya teknologi untuk memenuhi kebutuhan pelanggan dan tetap kompetitif.
The Influence of Live Streaming Features and Online Customer Reviews on Purchasing Decisions through Trust as A Mediating Variable Firdausy, Salsa Bila Kusuma; Padmantyo, Sri
Proceeding ISETH (International Summit on Science, Technology, and Humanity) 2024: Proceeding ISETH (International Summit on Science, Technology, and Humanity)
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23917/iseth.5386

Abstract

Purpose: This research seeks to establish the impact of the live streaming feature and online customer reviews on the purchasing decisions with trust as the mediating variable in the Shopee e-commerce platform. Methodology: Based on a quantitative research paradigm, a survey was administered to 215 Shopee active users in the Solo Raya who had engaged in live streaming show. The responses were analyzed using the SmartPLS 3 analysis tool, which aids in structural equation modeling to understand the relation between research variables. Results: The studies indicated that discount vouchers and online customer reviews influence the level of trust and purchase decision significantly whereas Live selling did not give a significant result. The results also indicated that Trust alternatively fully mediated the influence of discount voucher on the purchase decision concerning online customer review. Application/Originality/Value: The results of this study contribute to the understanding of consumer trust, specifically in the LSEe context, as it identifies the role of the discount strategy and the management of customer reviews in comparison to the direct impact of the live selling itself.
Co-Authors Mirzam Arqy Ahmadi Sri Padmantyo