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Resita Septia Rahma
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Pengaruh Orientasi Kewirausahaan terhadap Kinerja Pemasaran Digital melalui Jejaring Usaha dan Orientasi Pasar sebagai Variabel Intervening pada UMKM Abdi Ramdan; Resita Septia Rahma; Siti Sofiyah; Yanto Heryanto
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 5 No. 2 (2025): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v5i2.6256

Abstract

This study aims to analyze the effect of entrepreneurial orientation on the digital marketing performance of Micro, Small, and Medium Enterprises (MSMEs), by considering the roles of business networking and market orientation as intervening variables. The research is motivated by the importance of MSMEs adapting to the dynamics of digital marketing in the era of technology-driven economic transformation. A quantitative method with a survey approach was employed, involving 70 respondents from the food and beverage sector who are members of ASIPA in Serang Regency, Banten. The analysis technique used was Structural Equation Modeling (SEM) with the assistance of SmartPLS software.The results show that entrepreneurial orientation does not have a significant direct effect on digital marketing performance, although the direction of the influence is positive. However, entrepreneurial orientation has a positive and significant effect on both business networking and market orientation. Furthermore, both business networking and market orientation were found to have a positive and significant effect on digital marketing performance. These findings indicate that business networking and market orientation serve as intervening variables that strengthen the relationship between entrepreneurial orientation and digital marketing performance. This study offers important implications for MSME actors and policymakers in enhancing MSME competitiveness
Analisis Keputusan Pembelian Konsumen Berbasis Data Persepsi Menggunakan SPSS pada Produk Niceso Resita Septia Rahma; Rafa Adi Galuh Agung; Kristiani Tidarianti; Nana Sofiana; Zubeida Meilany
Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat Vol. 6 No. 2 (2026): Maret 2026 - Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat
Publisher : Indonesian Scientific Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59395/altifani.v6i2.1121

Abstract

Keputusan pembelian merupakan proses konsumen dalam menentukan kelayakan suatu produk berdasarkan berbagai pertimbangan, termasuk country of origin, gaya hidup, dan perceived quality. Penelitian ini bertujuan menganalisis pengaruh ketiga variabel tersebut terhadap keputusan pembelian produk Niceso. Penelitian menggunakan pendekatan kuantitatif dengan sampel 82 responden yang diperoleh melalui kuesioner daring skala Likert. Data dianalisis menggunakan regresi linier berganda dengan bantuan SPSS. Hasil analisis menunjukkan bahwa secara simultan variabel independen berkontribusi sebesar 45,5% terhadap keputusan pembelian (R² = 0,455). Secara parsial, gaya hidup berpengaruh positif dan signifikan (t = 4,703; p < 0,05), sedangkan country of origin dan perceived quality tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa gaya hidup menjadi faktor dominan dalam memengaruhi keputusan pembelian produk Niceso. Oleh karena itu, strategi pemasaran yang menyesuaikan dengan gaya hidup konsumen lebih efektif dalam meningkatkan keputusan pembelian.
Co-Authors Abdi Ramdan Abdul Mannan, Siti Sofiyah Kristiani Tidarianti Nana Sofiana Rafa Adi Galuh Agung Yanto Heryanto Zubeida Meilany