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All Journal Journal Economic Excellence Ibnu Sina Ekopedia: Jurnal Ilmiah Ekonomi
Agung Kresnamurti Rivai
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Efektivitas Media Sosial Instagram untuk Penyebaran Informasi Pajak: Studi Kasus pada Pekerja Generasi Z di Jakarta Dian Ayu Lestari; Agung Kresnamurti Rivai; Nofriska Krisannya
Journal Economic Excellence Ibnu Sina Vol. 3 No. 2 (2025): Journal Economic Excellence Ibnu Sina
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/excellence.v3i2.2710

Abstract

This study aims to analyze the effectiveness of Instagram social media as a means of disseminating tax information to Generation Z. In the context of the increasing use of social media by this generation of digital natives, the research focuses on five dimensions of effectiveness: participation, openness, conversation, community, and connectedness. The research method used is descriptive quantitative through an online survey using Google Form, which was conducted from November 2024 to February 2025 in the DKI Jakarta area. The sample consisted of 100 Generation Z respondents who actively use Instagram and have accessed tax content. The results showed that the five dimensions of effectiveness obtained an average value above 4.2 (very effective category), with an overall value of 4.29. This shows that Instagram is able to optimally convey tax information to Generation Z, mainly due to its visual and interactive format that suits the characteristics of this generation. In conclusion, Instagram is effective as a tax communication medium, but needs improvement in terms of interactive engagement and connection to official sources. This study suggests that the Directorate General of Taxes continue to develop communicative content, expand digital platforms, and consider a qualitative approach in future research.
Analisis Price, Brand Image, Product Quality Terhadap Purchase Decision Produk Erspo pada Aplikasi Shopee Muhammad Aditya Ramadhani; Agung Kresnamurti Rivai; Shandy Aditya
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 1 No. 3 (2025): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pf1fg995

Abstract

This research is to analyze the variables price, brand image, product quality towards purchase decision of Erspo products on Shopee Application. The study uses a quantitative research design with a survey approach. The population in this study is DKI Jakarta Residents using the Shopee Application who have ever made a purchase of Erspo products. Data analysis on this quantitative research started with composing the description of the data, the process of presenting the data of each variable that is the object of the study as well as performing the calculations and calculations used to answer the formulation of the problem and also testing the hypotheses that have been written. In this study, the researchers used data analysis techniques with SPSS to process the collected primary data, the authors used data analysis techniques through statistical tests. The results of the study found that simultaneously, the independent variables (Price, Brand image, Product quality) have a significant influence on the dependent variable (Purchase decision). Thus, a significance value of ≤ 0.05 indicated that the regression model used was valid and could explain the influence of the independent variables on the dependent variables significantly. This shows that the factors Price, Brand image, Product quality jointly make a meaningful contribution in influencing Purchase decision H4 is accepted.
Co-Authors Dian Ayu Lestari Muhammad Aditya Ramadhani Nofriska Krisannya Shandy Aditya