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All Journal MANAJEMEN
Fahyuda Rammadan
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Computer Science & IT Economics, Econometrics & Finance Other

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Enhancing Critical Thinking in Business Education through AI-Assisted Learning of Value-Based Pricing Fahyuda Rammadan; Agus Wibowo
MANAJEMEN Vol. 5 No. 1 (2025): MEI : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/manajemen.v5i1.952

Abstract

The development of Artificial Intelligence (AI) has brought a significant impact in various fields, including pricing strategies. Value-Based Pricing as an approach that focuses on the perception of customer value is now increasingly optimized through the integration of AI technology. The study aims to explore how AI can support value-based decision-making through complex data processing and predictive analytics, as well as how critical thinking skills remain a key competency in interpreting results and establishing sustainable pricing strategies. This approach emphasizes the importance of synergy between technological sophistication and human cognition, in order to produce decisions that are not only efficient but also ethical and value-oriented in the long term. The results of this study show that the application of AI in Value-Based Pricing can improve the accuracy and speed of analysis, but still requires an active role of critical thinking in the context of interpretation and strategic decision-making.
The Influence of Digital Marketing and Electronic Word of Mouth on Purchase Decisions for Scarlett Whitening Products on Shopee Fahyuda Rammadan; Agus Wibowo
MANAJEMEN Vol. 6 No. 1 (2026): Mei : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/xy9tw787

Abstract

The development of e-commerce has driven companies to find the best way to perform digital marketing and use e-word of mouth in attempting to drive customers to buy a certain product. Cosmetic products are an engaging category, so most people make in-depth search efforts before buying, especially on the Shopee marketplace platform. This research will analyze how digital marketing and electronic word of mouth influence the purchase decision of Scarlett Whitening products through the Shopee platform. This research applies a quantitative approach with associative research. Data was collected from distributing questionnaires to 170 respondents who had purchased Scarlett Whitening products at Shopee. The data analysis techniques used included a validity test, reliability test, multiple linear regression analysis, t-test, and F-test using SPSS software. The study findings indicate that digital marketing has a positive and significant effect on purchase decisions. In addition, it was also able to prove that electronic word of mouth has a positive effect on purchase decisions. Simultaneously, digital marketing and e-WOM substantially affect the Purchase decision of Scarlett Whitening products at Shopee, with digital marketing being the most dominant variable. These findings suggest that the quality of digital content, the clarity of product information, and the reliability of consumer reviews are important factors affecting consumer purchase decisions
Co-Authors Agus Wibowo