Garuda - Garba Rujukan Digital

The Effect of Environmentally Friendly Packaging and Product Labeling on Purchasing Decisions and Business Sustainability of MSMEs in Bogor Mohammad Gifari Sono; Apriyanto Apriyanto; Paramita Andiani
West Science Social and Humanities Studies Vol. 3 No. 02 (2025): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v3i02.1688

This study investigates the impact of Environmentally Friendly Packaging (EFP) and Product Labeling (PLA) on Purchasing Decisions (PDE) and Business Sustainability (BSU) in Micro, Small, and Medium Enterprises (MSMEs) in Bogor, Indonesia. Using a quantitative approach, data were collected from 170 MSME owners and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS). The results show that EFP and PLA have significant positive effects on PDE and BSU. Specifically, EFP influences Purchasing Decisions (β = 0.358, p < 0.001) and Business Sustainability (β = 0.240, p = 0.003), while PLA strongly affects both Purchasing Decisions (β = 0.530, p < 0.001) and Business Sustainability (β = 0.487, p < 0.001). These findings suggest that MSMEs can improve their competitiveness and long-term viability by adopting eco-friendly packaging and emphasizing sustainable labeling practices. The study contributes to the understanding of sustainable business practices in the context of MSMEs and provides valuable insights for entrepreneurs aiming to enhance their market position and ensure sustainability.

The Impact of Digital Content Quality and Short-Video Marketing on Brand Awareness and Engagement Rate among Fashion MSMEs in West Java Sulistyo Budi Utomo; Paramita Andiani; Dila Padila Nurhasanah
West Science Social and Humanities Studies Vol. 4 No. 02 (2026): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v4i02.2650

The rapid growth of social media platforms has transformed marketing strategies among fashion Micro, Small, and Medium Enterprises (MSMEs), particularly through the use of digital content and short-form video promotion. This study aims to examine the impact of digital content quality and short video marketing on brand awareness and engagement levels among fashion MSMEs in West Java. A quantitative research design was employed using survey data collected from 155 MSME owners and managers through a structured questionnaire measured on a Likert scale. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS 3). The results indicate that digital content quality has a positive and significant effect on brand awareness and engagement levels, while short video marketing significantly enhances both brand visibility and audience interaction. Brand awareness also demonstrates a significant positive influence on engagement and acts as a partial mediating variable between digital marketing strategies and engagement outcomes. These findings suggest that visually appealing and informative content combined with short video formats can strengthen brand positioning and improve customer interaction in digital environments. This study contributes to digital marketing literature by providing empirical evidence from the fashion MSME sector in West Java and offers practical insights for businesses seeking to optimize their social media strategies in competitive markets.

The Effects of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta Retno Wulansari; Dila Padila Nurhasanah; Paramita Andiani
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2343

This study examines The Impact of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta. The rapid rise of short-form video platforms and image-based search tools has transformed how consumers discover and purchase fashion products. Using a quantitative research design, data were collected from 180 respondents who actively engage with TikTok and visual search features when shopping for local fashion items. The data were analyzed using Structural Equation Modeling (SEM) with PLS 3.0 software. Results show that both visual search and TikTok marketing have significant positive effects on consumer interaction and purchasing decisions. Among the two, TikTok marketing exhibits the strongest influence, confirming the platform’s effectiveness in fostering engagement and driving purchase intention. Furthermore, consumer interaction acts as a mediating variable, strengthening the relationship between marketing stimuli and purchase behavior. The findings highlight that integrating visual search optimization and interactive TikTok marketing strategies can enhance brand visibility, consumer engagement, and sales performance for local fashion businesses in Jakarta.

Analysis of Financial Technology Adoption, Financial Literacy, and Ease of Transactions on the Financial Satisfaction of E-Commerce Consumers in Central Java Hildawati Hildawati; Rival Pahrijal; Paramita Andiani
West Science Interdisciplinary Studies Vol. 4 No. 02 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i02.2641

This study aims to analyze the influence of financial technology application, financial literacy, and ease of transactions on the financial satisfaction of e-commerce consumers in Central Java. A quantitative approach was employed using survey data collected from 150 respondents through a structured questionnaire measured on a Likert scale. Data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that financial technology application has a positive and significant effect on financial satisfaction, showing that the use of digital payment systems enhances efficiency and consumer confidence. Financial literacy also demonstrates a significant positive influence, suggesting that consumers with better financial understanding tend to make more responsible financial decisions and experience higher satisfaction. Ease of transactions emerges as the most dominant factor affecting financial satisfaction, highlighting the importance of user-friendly and efficient payment processes in e-commerce environments. Simultaneously, all independent variables significantly influence financial satisfaction, with the model explaining 61.0% of the variance. These findings imply that improving digital financial services, strengthening financial literacy, and enhancing transaction convenience are essential strategies for increasing consumer financial well-being in the digital economy⁠.

The Effects of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta Retno Wulansari; Dila Padila Nurhasanah; Paramita Andiani
West Science Interdisciplinary Studies Vol. 3 No. 10 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i10.2343

This study examines The Impact of Visual Search and Marketing Through TikTok on Consumer Interaction and Purchasing Decisions for Local Fashion Products in Jakarta. The rapid rise of short-form video platforms and image-based search tools has transformed how consumers discover and purchase fashion products. Using a quantitative research design, data were collected from 180 respondents who actively engage with TikTok and visual search features when shopping for local fashion items. The data were analyzed using Structural Equation Modeling (SEM) with PLS 3.0 software. Results show that both visual search and TikTok marketing have significant positive effects on consumer interaction and purchasing decisions. Among the two, TikTok marketing exhibits the strongest influence, confirming the platform’s effectiveness in fostering engagement and driving purchase intention. Furthermore, consumer interaction acts as a mediating variable, strengthening the relationship between marketing stimuli and purchase behavior. The findings highlight that integrating visual search optimization and interactive TikTok marketing strategies can enhance brand visibility, consumer engagement, and sales performance for local fashion businesses in Jakarta.

Analysis of Financial Technology Adoption, Financial Literacy, and Ease of Transactions on the Financial Satisfaction of E-Commerce Consumers in Central Java Hildawati Hildawati; Rival Pahrijal; Paramita Andiani
West Science Interdisciplinary Studies Vol. 4 No. 02 (2026): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v4i02.2641

This study aims to analyze the influence of financial technology application, financial literacy, and ease of transactions on the financial satisfaction of e-commerce consumers in Central Java. A quantitative approach was employed using survey data collected from 150 respondents through a structured questionnaire measured on a Likert scale. Data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results indicate that financial technology application has a positive and significant effect on financial satisfaction, showing that the use of digital payment systems enhances efficiency and consumer confidence. Financial literacy also demonstrates a significant positive influence, suggesting that consumers with better financial understanding tend to make more responsible financial decisions and experience higher satisfaction. Ease of transactions emerges as the most dominant factor affecting financial satisfaction, highlighting the importance of user-friendly and efficient payment processes in e-commerce environments. Simultaneously, all independent variables significantly influence financial satisfaction, with the model explaining 61.0% of the variance. These findings imply that improving digital financial services, strengthening financial literacy, and enhancing transaction convenience are essential strategies for increasing consumer financial well-being in the digital economy⁠.

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