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p-Index From 2020 - 2025
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This Author published in this journals
All Journal Global Leadership Organizational Research in Management International Journal of Economics and Management Research
Benaya Mikhael Wijaya
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Strategi Pemasaran Digital Pada UMKM Bakso Haji Lili Karawang Benaya Mikhael Wijaya; Uus Mohammad Darul Fadli
Global Leadership Organizational Research in Management Vol. 2 No. 3 (2024): Global Leadership Organizational Research in Management
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/glory.v2i3.1495

Abstract

This research is motivated by the importance of digitization in marketing strategies to enhance the competitiveness of SMEs. Bakso Haji Lili Karawang, an SME adopting digital marketing, is the subject of this study. The aim of the research is to identify the effectiveness of digital marketing strategies implemented in increasing sales and brand awareness. The research methodology uses a quantitative approach by distributing questionnaires to consumers of Bakso Haji Lili Karawang and analyzing the data using descriptive statistics and linear regression. The results show that the use of social media, online advertising, and digital content significantly contributes to the increase in sales and brand awareness of Bakso Haji Lili Karawang. These findings provide insights for other SMEs on the importance of integrating digital marketing strategies into their business operations.
The Influence of Live Streaming and Digital Payment on Hat Purchasing Decisions in Tiktok Benaya Mikhael Wijaya; Netti Nurlenawati; Dexi triadinda
International Journal of Economics and Management Research Vol. 3 No. 2 (2024): August: International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v3i2.586

Abstract

This study aims to analyze the influence of live streaming and digital payment systems on purchasing decisions for hats on the TikTok platform. Live streaming has emerged as an effective marketing strategy to increase real-time interaction between sellers and buyers, creating a sense of trust, engagement, and immediacy that traditional online marketing often lacks. Meanwhile, digital payment systems play a crucial role in facilitating smooth and secure financial transactions, reducing barriers in the purchasing process, and enhancing consumer convenience. The research employed a quantitative approach with a survey method as the primary data collection instrument. A total of 96 TikTok users who had purchased hats through live streaming sessions and utilized digital payment systems participated as respondents. Data were analyzed using multiple linear regression to test the hypotheses. The findings indicate that both live streaming and digital payment systems have a statistically significant effect on purchasing decisions. These results highlight the synergistic relationship between interactive marketing and transaction convenience, showing that when combined, they substantially increase purchase intentions and conversions on e-commerce platforms. The study concludes that business actors should prioritize the integration of live streaming features with optimized digital payment options to improve competitiveness, strengthen customer trust, and foster loyalty in the highly dynamic digital marketplace.
Co-Authors Dexi Triadinda Netti Nurlenawati Uus Mohammad Darul Fadli