Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Bisnis dan Manajemen West Science Journal of Business Economics and Management
Khalisa Putri Andita
Universitas Pembangunan Jaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
PENGARUH LIFESTYLE DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN SCIENTIFIC MELALUIMEDIASI EMOTIONAL BRANDING Yayu Nova Reva; Arzella Zalzabyella; Khalisa Putri Andita
Jurnal Bisnis dan Manajemen West Science Vol 4 No 04 (2025): Jurnal Bisnis dan Manajemen West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jbmws.v4i04.2967

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh gaya hidup dan pemasaran media sosial terhadap keputusan pembelian produk skincare Skintific, dengan emotional branding sebagai variabel mediasi. Latar belakang penelitian ini didasarkan pada pesatnya perkembangan teknologi digital dan penggunaan media sosial dalam kegiatan pemasaran, serta meningkatnya minat konsumen terhadap produk skincare berkualitas. Metode yang digunakan dalam penelitian ini adalah pendekatan kuantitatif dengan pengumpulan data melalui penyebaran kuesioner. Analisis dilakukan untuk menguji hubungan langsung dan tidak langsung antara variabel-variabel tersebut. Hasil penelitian menunjukkan bahwa gaya hidup dan pemasaran media sosial memiliki pengaruh signifikan terhadap emotional branding dan keputusan pembelian. Emotional branding juga terbukti secara signifikan memediasi hubungan antara gaya hidup dan pemasaran media sosial terhadap keputusan pembelian. Temuan ini memberikan implikasi strategis bagi perusahaan dalam merancang pendekatan pemasaran yang menggabungkan gaya hidup konsumen dan konten emosional yang kuat untuk meningkatkan loyalitas dan minat beli.
Inovasi Dan Digitalisasi Sebagai Kunci Daya Saing Umkm Indonesia Di Pasar Global Khalisa Putri Andita; Chalista Aurelia Cherit; Ellena Shinta
Journal of Business Economics and Management | E-ISSN : 3063-8968 Vol. 2 No. 2 (2025): Oktober - Desember
Publisher : GLOBAL SCIENTS PUBLISHER

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

Abstract

Global economic dynamics and rapid digital technological advancement require Indonesian Micro, Small, and Medium Enterprises (MSMEs) to adapt in order to remain competitive in international markets. Innovation and digitalization are considered strategic factors that can enhance MSMEs’ competitiveness through market expansion, operational efficiency, and improved product and service quality. This study aims to analyze the role of innovation and digitalization as key drivers of Indonesian MSMEs’ competitiveness in the global market. The research employs a qualitative approach using a literature review method, with secondary data obtained from scientific journal articles, research reports, and relevant academic publications. Data analysis is conducted through content analysis to identify patterns, relationships, and strategic implications from previous studies. The findings indicate that digitalization, particularly through the utilization of e-commerce platforms, social media, and digital payment systems, significantly improves MSMEs’ market access and business efficiency. Furthermore, product and business model innovation supported by digital technology strengthens MSMEs’ competitive position in the global market. However, challenges such as limited digital literacy, financial constraints, and inadequate technological infrastructure remain obstacles to effective implementation. Therefore, collaboration among MSMEs, government, and relevant stakeholders is essential to support sustainable digital transformation.
Co-Authors Arzella Zalzabyella Chalista Aurelia Cherit Ellena Shinta Yayu Nova Reva