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Ezizwita
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Pengaruh Live Streaming dan Flash Sale Terhadap Keputusan Pembelian Produk Fashion Pada E-Commerce TikTok Shop Tokopedia (Studi Pada Pengguna E-Commerce TikTok Shop Tokopedia di Kota Padang) Rina Kurnia; Ezizwita
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

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Penelitian ini merupakan penelitian survei yang dilakukan pada pengguna e-commerce TikTok Shop Tokopedia yang berdomisili di Kota Padang. Judul penelitian ini adalah: “Pengaruh Live streaming dan Flash sale Terhadap Keputusan Pembelian Produk Fashion Pada E-commerce TikTok Shop Tokopedia (Studi Pada Pengguna E-commerce TikTok Shop Tokopedia di Kota Padang).”Tujuan dari penelitian ini adalah untuk menganalisis dan mengukur sejauh mana pengaruh live streaming dan flash sale terhadap keputusan pembelian konsumen, khususnya dalam konteks e-commerce TikTok Shop Tokopedia. Populasi dalam penelitian ini adalah pengguna e-commerce TikTok Shop Tokopedia di Kota Padang yang jumlahnya tidak diketahui. Jumlah responden yang diambil dalam penelitian ini adalah 120 responden dengan menggunakan metode purposive sampling dalam penentuan sampel. Berdasarkan hasil penelitian dan analisis data dengan menggunakan software SPSS (Statistical Package for the Social Sciences) v24 menunjukkan bahwa: (1) Live streaming berpengaruh positif dan signifikan terhadap keputusan pembelian, (2) Flash sale berpengaruh positif dan signifikan terhadap keputusan pembelian, (3) Live streaming dan flash sale secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Besarnya pengaruh live streaming dan flash sale terhadap keputusan pembelian yaitu sebesar 58,5%, dibuktikan dengan nilai koefisien determinasi sebesar 0,585 sedangkan sisanya 41,5% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini.
Pengaruh Perilaku Konsumtif Dan Gaya Hidup Terhadap Keputusan Pembelian Skincare Somethinc (Studi Kasus Mahasiswi Feb Unidha Prodi S1 Manajemen) Aisyah, Siti; Ezizwita
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 1 No. 3 (2025): Januari - Maret
Publisher : GLOBAL SCIENTS PUBLISHER

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This study is a quantitative study using a survey method. This study was conducted to determine the Influence of Consumtive Behavior and Lifestyle on Purchasing Decisions of Somethinc Skincare (Case Study of UNIDHA Undergraduate Manajemen Study Program Students). The study was conducted on female students of Dharma Andalas University. The population in the study was 348 people. Data was obtained through a questionnaire and the results of the analysis will be presented in table form. The sampling technique used non-probability sampling with a purposive sampling method with the criteria for respondents being active female students of Dharma Andalas University, who had purchased Somethinc Skincare products in the last 3 months. The sample size was calculated using the Rao Soft Sample Size Calculator software so that the sample in the study was 100 respondents. The results of the study showed that the variable Consumtive Behavior had a positive and significant effect on purchasing decisions, the variabel Lifestyle had a positive and significant effect on purchasing decisions, and the variables Consumtive Behavior and Lifestyle had a simultaneous effect on purchasing decisions.
Pengaruh Trend FOMO (Fear Of Missing Out ), Konten Marketing Dan Flash Sale Terhadap Minat Beli Pada Tiktok Shop Sale Sundava; Ezizwita
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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This study aims to determine the Effect of FOMO (Fear Of Missing Out) Trend, Marketing Content and Flash Sale on Purchase Interest in Tiktok Shop. The population in this study were 946 FEB students at Dharma Andalas University, Padang, with sampling using a Raosoft sample size calculator, resulting in a sample of 121 respondents. Data were obtained by distributing questionnaires, then processed and tested using IBM SPSS Statistics 22. From the research conducted, it is known that based on the results of hypothesis testing, 1). FOMO (Fear Of Missing Out) Trend has a significant effect on Purchase Interest, 2). Marketing Content has a significant effect on Purchase Interest, 3). Flash Sale has a significant effect on Purchase Interest, 4) FOMO (Fear Of Missing Out) Trend, Marketing Content and Flash Sale have a significant effect on Purchase Interest. Furthermore, the Purchase Interest variable is influenced by the FOMO (Fear Of Missing Out) Trend, Marketing Content and Flash Sale by 76%, while the remaining 24% is influenced by other variables not included in this study, namely Purchase Decisions, Discounts, Tiktok Affiliates and Live Streaming.
Pengaruh Kualitas Layanan Aplikasi Maxim Terhadap Customer Loyalty Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Kinarya Agung Nograha; Ezizwita
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 1 (2025): Juli - September
Publisher : GLOBAL SCIENTS PUBLISHER

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The purpose of this study is to determine and analyze the effect of Maxim App Service Quality on Customer Loyalty, with Customer Satisfaction as an intervening variable. The population of this study was Maxim App consumers, whose exact number is unknown. The sample in this study was 130 Maxim App consumers. This study was conducted using a purposive sampling method, which determines the sample based on suitability to certain characteristics and criteria. The data for this study were obtained from questionnaires distributed directly to respondents. The analysis method used was quantitative, using Smart Pls-4. The results show that Service Quality has a positive and significant effect on Customer Satisfaction; Customer Loyalty has a positive and significant effect on Customer Satisfaction; and Service Quality has a negative but insignificant effect on Customer Loyalty on Purchasing Decisions.
Co-Authors Kinarya Agung Nograha Rina Kurnia Sale Sundava Siti Aisyah