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All Journal Jurnal Ilmiah Ekonomi dan Manajemen Escalate : Economics and Business Journal
Vira Citra Lestari
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Economics, Econometrics & Finance Other

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Dinamika Kepemimpinan Modern Danang Nugroho; Vira Citra Lestari; Warningsih Ade Rahmawati; Shifa Nurfitria H R; Nadya Putri Shabira; Yovi Rahmat Hidayat
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 5 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i5.1255

Abstract

In the dynamic era of current business and organizations, leadership role has become the key to achieving success and sustainability. The author analyzes the main characteristics of transformational leadership and how this approach can be applied to effectively achieve organizational goals through literature review. The conceptual analysis results identify the positive impact of transformational leadership on organizational culture, employee motivation, and significant achievement of results.
The Influence of Double Date Digital Campaign and Electronic Word of Mouth on Erigo Product Purchases on Shopee" Survey of Business Administration Students at International Women's University Vira Citra Lestari; Ucu Supriatna
Escalate : Economics and Business Journal Vol. 2 No. 02: Innovating People and Planet: Redefining Work, Behavior, and Sustainability in the Di
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v2i02.441

Abstract

The development of e-commerce in Indonesia has led to increasingly fierce competition, particularly in the local fashion industry, which utilizes digital platforms such as Shopee. Momentum-based promotional strategies, such as the Double Date Digital Campaign, and marketing communication through Electronic Word of Mouth (e-WOM) are important factors in influencing consumer purchasing decisions, especially among the younger generation. This study aims to analyze the influence of the Double Date Digital Campaign and Electronic Word of Mouth on the purchase decision of Erigo products on Shopee. The research method used is a quantitative approach with a survey technique using a Likert scale questionnaire. The research sample consisted of 95 active student respondents selected using simple random sampling. The data were analyzed using classical assumption tests, multiple linear regression, determination coefficients, and hypothesis testing with the help of SPSS. The results showed that the Double Date Digital Campaign had a positive and significant effect on purchasing decisions, as did Electronic Word of Mouth. Simultaneously, both variables had a significant effect on purchasing decisions with an Adjusted R Square value of 0.678, meaning that 67.8% of the variation in purchasing decisions could be explained by the research model. In conclusion, digital campaign strategies on twin dates were the most dominant factor in driving purchasing decisions, reinforced by the role of online reviews and recommendations in building consumer trust.
Co-Authors Danang Nugroho Nadya Putri Shabira Shifa Nurfitria H R Ucu Supriatna Warningsih Ade Rahmawati Yovi Rahmat Hidayat