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All Journal MANAJEMEN DEWANTARA Jurnal Ekonomi dan Bisnis Digital (MINISTAL)
Laksono, Rachmad Budi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Effectiveness of Using Shopee as a Marketing Means for Sales of Naruna Food Products at PT. Naruna Karya Bersama Laksono, Rachmad Budi
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 1 (2024): January 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ministal.v3i1.7575

Abstract

Information technology is one of the many important things needed for business development in Indonesia. This research aims to analyze the effectiveness of sales through Shopee merchants by looking at the effect of cashback and free shipping on whether they can influence sales of Naruna Food products. The sampling technique used was convenience. with 100 respondents designated as samples. The questionnaire method is a method for collecting data in this research. The data analysis technique for this research uses Partial Least Square (PLS). The research results show that cashback and free shipping have a significant effect on product sales. This can be interpreted that the increasing cashback and free shipping will also increase product sales of Naruna Food Products at PT. Naruna Karya Bersama.
ANALISIS ONLINE PROMOTION DAN ELECTRONIC WORD OF MOUTH PADA KEPUTUSAN PEMBELIAN PELANGGAN (Studi pada UMKM Diah Cookies di Kota Surabaya) Laksono, Rachmad Budi; Wardhani, Nuruni Ika Kusuma
MANAJEMEN DEWANTARA Vol 9 No 3 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

This study aims to analyse the influence between Online Promotion and Electronic Word of Mouth on Customer Purchase Decisions for Diah Cookies MSME products in Surabaya. The background of this study stems from the increasing role of Digital strategies in shaping modern consumer behaviour, especially in the culinary sector, which is highly dependent on Online Promotion and customer reviews. Through this approach, the study seeks to identify the extent to which the effectiveness of Online Promotion and the power of e-WOM can encourage consumers to make purchasing decisions, while also providing an empirical overview of how MSMEs can optimise their Digital strategies to be more competitive in the era of internet-based Marketing. The research method used is a quantitative approach with an empirical design. Primary data was collected through an Online questionnaire using purposive sampling techniques from customers who had purchased Diah Cookies products. Data analysis was performed using the Partial Least Square (PLS) method, which allowed researchers to test the correlational relationship between variables simultaneously and measure the contribution of independent variables to purchasing decisions. Results of the study indicate that both Online Promotion and Electronic Word of Mouth have a positive and significant effect on Customer Purchase Decisions. An R-Square value of 0.758 indicates that these two Digital variables together can explain 75.8% of the variation in customer purchasing decisions. These findings emphasise the importance of consistent Online Promotion and positive e-WOM management to increase customer trust and loyalty to SME products such as Diah Cookies.
Co-Authors Nuruni Ika KW