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All Journal UBMJ (UPY Business and Management Journal) Jurnal Publikasi Ilmu Manajemen PENG: Jurnal Ekonomi dan Manajemen
Mutya Paramita Pratita
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kepercayaan, Persepsi Kebijakan, dan Identitas Produk pada Minat Beli Mobil Listrik Di Yogyakarta Zalzalah, Guruh Ghifar; Agung Pradana; Mutya Paramita Pratita
UPY Business and Management Journal (UMBJ) Vol. 4 No. 2 (2025): UBMJ (UPY Business and Management Journal)
Publisher : Department of Management, Universitas PGRI Yogyakarta.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31316/ubmj.v4i2.7918

Abstract

Tujuan: penelitian ini adalah untuk mengetahui pengaruh kepercayaan, persepsi kebijakan, dan identitas produk terhadap minat beli pada produk mobil listrik di Yogyakarta. Metodologi: Jenis penelitian ini merupakan penelitian kuantitatif dengan responden 200 orang. Teknik pengumpulan data menggunakan kueisioner secara daring. Teknik analisis data yang digunakan analisis regresi linear berganda dengan alat analisis SPSS versi 27.0. Temuan: Hasil penelitian menunjukkan bahwa minat beli dipengaruhi oleh kepercayaan, persepsi kebijakan, dan identitas produk. Orisinalitas: Penelitian ini berkontribusi pada literatur minat beli dengan konteks produk mobil listrik di Yogyakarta. Keterbatasan Penelitian: Penelitian ini terbatas pada wilayah DIY dan fokus pada mobil listrik, dengan jumlah responden hanya 200 orang, mayoritas berusia 18-25 tahun. Faktor eksternal seperti kondisi ekonomi dan perkembangan teknologi mungkin tidak sepenuhnya terjangkau. Untuk penelitian selanjutnya, disarankan memperluas wilayah dan jenis produk yang diteliti, menambah jumlah dan variasi usia responden, serta mempertimbangkan faktor eksternal dengan lebih mendalam. Implikasi Praktis: Diharapkan dapat memberikan informasi bagi perusahaan yang berkaitan dengan kepercayaan, persepsi kebijakan, dan identitas produk terhadap minat beli mobil listrik di Indonesia.
Pengaruh Gamifikasi, Promosi dan Kemudahan Penggunaan terhadap Loyalitas Konsumen di Aplikasi Shopee : Survei pada Komunitas Shopee Games Indonesia Rika Pramesti; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5524

Abstract

This study aims to analyze the influence of gamification, promotion, and ease of use on consumer loyalty in the Shopee application, focusing on members of the Shopee Games Indonesia Community. The background of this research lies in the increasingly intense competition in the e-commerce industry, which requires companies to develop innovative strategies to retain customers. One of the strategies implemented by Shopee is gamification through interactive game features, diverse promotional activities, and a simple, user-friendly application interface. This research employed a quantitative approach, with primary data collected through questionnaires distributed to 97 respondents who actively used Shopee Games features. The data were analyzed using multiple linear regression to test the proposed hypotheses. The results indicate that gamification, promotion, and ease of use significantly affect consumer loyalty. These findings highlight that the success of e-commerce applications in retaining customers does not only rely on product quality, but also on creating enjoyable user experiences, relevant promotional strategies, and innovative features that can enhance user engagement. Therefore, the implementation of gamification and promotion strategies supported by ease of use can serve as key factors in improving customer loyalty toward Shopee.
Pengaruh Diskon, Electronic Word of Mouth (E-WOM), dan Service Quality terhadap Keputusan Pembelian Game di Platform Steam : Survei pada Komunitas Steam User Indonesia Hanura Kevin Chrysandro; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5525

Abstract

This study aims to analyze the influence of service quality, discounts, and electronic word of mouth (E-WOM) on users’ purchasing decisions in playing and buying games on the Steam platform. The background of this research is based on the growing competition in the digital gaming industry, which requires service providers to understand the key factors that shape consumer behavior. Data were collected using purposive sampling by distributing questionnaires to 100 active members of the Steam User Indonesia Community who have direct experience with the platform. The data were analyzed through several statistical tests, including the coefficient of determination, instrument testing, classical assumption testing, multiple linear regression, t-test, and F-test, in order to test the proposed hypotheses. The results reveal that discounts and E-WOM significantly influence users’ purchasing decisions, while service quality does not have a significant effect. The adjusted R² value of 0.461 indicates that the three independent variables in this study explain 46.1% of the variance in purchasing decisions, with the remaining percentage influenced by other factors outside the research model. These findings suggest that effective discount strategies and positive user-generated reviews or recommendations play a crucial role in encouraging purchasing decisions on the Steam platform.
Pengaruh Konten Media Sosial dan Influencer Marketing terhadap Keputusan Pembelian Konsumen pada Followers Instagram Alito Sportwear Sri Wahyuni; Mutya Paramita Pratita
Jurnal Publikasi Ilmu Manajemen Vol. 4 No. 3 (2025): September: Jurnal Publikasi Ilmu Manajemen
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupiman.v4i3.5526

Abstract

In today’s increasingly competitive digital era, social media plays a strategic role in shaping brand image as well as influencing consumer purchasing decisions. Instagram, as one of the most popular visual platforms, has been widely utilized by fashion companies, including Alito Sportwear, to expand their marketing reach. This study aims to examine the effect of social media content and influencer marketing on consumer purchasing decisions among followers of Alito Sportwear’s official Instagram account. The research employed a descriptive quantitative method using a survey of 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression, following validity and reliability tests which confirmed that the research instruments were both valid and reliable. The findings indicate that both social media content and influencer marketing have a significant impact on consumer purchasing decisions. The coefficient of determination (R²) of 0.260 suggests that 26% of the variation in purchasing decisions can be explained by these two variables, while the remaining percentage is influenced by other factors beyond the scope of this study. These results highlight the importance of designing creative, relevant, and consistent content, as well as collaborating with credible influencers, to enhance consumer buying interest. Practically, the study provides insights for Alito Sportwear and other fashion businesses to optimize social media as an effective and competitive marketing tool.
Pengaruh Gerakan Boikot di Sosial Media dan Religiusitas Terhadap Minat Beli Produk Mcdonald’s Pasca Boikot(Studi pada Generasi Z di Kalimantan Tengah) Siti Atikah; Mutya Paramita Pratita
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari: Inprogress
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/www81561

Abstract

This study investigates two main hypotheses: the significant influence of boycott movements on social media and religiosity on McDonald's purchase interest after the boycott. Using a quantitative approach, this study collected data from 120 Generation Z respondents in Central Kalimantan through a questionnaire, using purposive sampling. Data analysis was conducted using a series of statistical methods, including descriptive analysis, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R2).The results of the study indicate that the boycott movement on social media has a negative and significant influence, indicating that the more intense the boycott movement, the lower the consumer purchasing interest. Conversely, religiosity has a positive and significant effect, indicating that higher levels of religiosity correlate with increased purchasing interest. The coefficient of determination (R2) of 0.594 or 59.4% indicates that this model has moderate predictive power, where 59.4% of the variation in purchasing interest is explained by the two independent variables. The remaining 40.6% is influenced by other variables outside the model, such as price, competitor product quality, promotions, recommendations from public figures or peers, and consumer awareness levels.
Co-Authors Agung Pradana Hanura Kevin Chrysandro Rika Pramesti Siti Atikah Sri Wahyuni Zalzalah, Guruh Ghifar