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All Journal JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Paradoks : Jurnal Ilmu Ekonomi
Dirgantini, Devi
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Economics, Econometrics & Finance Medicine & Pharmacology Social Sciences Transportation

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The Role of Purchase Intention in Mediating the Impact of Digital Marketing Strategies on Online Shopping Behavior: A Case Study of Fashion Product Consumers in SMEs. Dirgantini, Devi; Haryono, Tulus
Paradoks : Jurnal Ilmu Ekonomi Vol. 8 No. 2 (2025): Februari - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v8i2.1124

Abstract

In recent years, the issues reveals that millennial interest in purchasing SMEs fashion products has declined in the digital era. This study aims to explores millennial enthusiasm for buying SMEs fashion products amidst the proliferation of digital marketing strategies like live streaming, sales promotions, and celebrity endorsements. Using convenience sampling, the study gathered data from 134 respondents in Central Java through an online survey. The analysis, conducted with Structural Equation Modeling (SEM) and Partial Least Squares (PLS) using SmartPLS 3. The results indicate a positive relationship between purchase intention, celebrity endorsements, and sales promotions towards online shopping behavior. However, live streaming did not directly impact online shopping behavior but had a positive and significant influence through purchase intention. Meanwhile, celebrity endorsements and sales promotions do not have a positive and significant impact on online shopping behavior through purchase intention. The implications of this study suggest that SMEs need to better leverage relevant digital marketing strategies to enhance consumer purchase intentions.  
PENGARUH KUALITAS LAYANAN PENGIRIMAN TERHADAP LOYALITAS PELANGGAN (STUDI KASUS PENGGUNA LAYANAN EKSPEDISI SHOPEE EXPRESS) Dirgantini, Devi; Sarwoto
ALBAMA: JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Vol. 18 No. 1 (2025): ALBAMA : Jurnal Bisnis Administrasi dan Manajemen
Publisher : LPPM Akademi Manajemen Administrasi Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56606/albama.v18i1.245

Abstract

This study aims to evaluate the impact of delivery service quality (order condition, information quality, and personal contact quality) on customer loyalty. The research focuses on users of Shopee Express delivery services in West Java. The convenience sampling technique was used in this study. A total of 99 respondents participated in the survey through online questionnaires. The collected data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) method. The results indicate that delivery service quality (information quality and personal contact quality) has a positive impact on customer loyalty. However, order condition does not have a positive impact on customer loyalty. This research provides important insights for stakeholders to improve delivery service quality in the future.
Co-Authors Sarwoto Tulus Haryono, Tulus