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Santosa Tri Prabawa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH PROMOSI, HARGA, KEPUASAAN, DAN KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN E-COMMERCE TOKOPEDIA DI PT. MITRA ANDA SURAKARTA Feriza Dinda Ardhana; Santosa Tri Prabawa; Dian Noor Citra Perdana
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 2 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i2.17367

Abstract

the purpose of the study was to determine the effect of promotion, price, satisfaction, and product quality on customer loyalty of tokopedia e-commerce at pt. Mitra anda surakarta. the type of research that the author uses in the study is a quantitative descriptive method. the population of this study is all tokopedia e-commerce customers at pt. mitra anda surakarta. the sampling method used in this study uses non-probability sampling with accidental sampling techniques. the sample obtained was 96 people. data collection used in this study was using documentation and personal questionnaires. data analysis techniques used descriptive statistical tests, research instrument tests, classical assumption tests and hypothesis testing. the software used in this analysis is spss 23. this study can be concluded as follows: there is no effect of promotion on tokopedia e-commerce customer loyalty at pt. mitra anda surakarta. there is an effect of price on tokopedia e-commerce customer loyalty at pt. mitra anda surakarta. there is an influence of satisfaction on the loyalty of tokopedia e-commerce customers at pt. mitra anda surakarta. there is an influence of product quality on the loyalty of tokopedia e-commerce customers at pt. mitra anda surakarta.there is a joint influence of promotion, price, and satisfaction on the loyalty of tokopedia e-commerce customers at pt. mitra anda surakarta. Keywords : promotion, price, satisfaction, product quality, customer loyalty, e-commerce.
PENGARUH CASHBACK, HARGA, DAN FREE ONGKIR TERHADAP IMPLUSIVE BUYING PADA MARKETPLACE TIKTOK SHOP ( Studi Kasus Pada Masyarakat Kota Surakarta ) Novarika Rahmadani; Sri Isfantin Puji Lestari; Santosa Tri Prabawa
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 3 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i3.17488

Abstract

The purpose of this study is to ascertain how price, free shipping, and cashback affect TikTok Shop on impulsive buying behavior of consumers in Surakarta City. The sample used in this study consisted of 100 respondents who had made at least one purchase through the TikTok Shop app. Primary data from surveys was used in this investigation. The dependent variable in this study is impulsive buying, while the independent factors are cashback, price, and free shipping. The sampling technique used instrument testing, With the aid of SPSS version 26, multiple linear regression analysis, hypothesis testing (f-test & t-test), and R2 coefficient of determination test were conducted. The study's findings indicate that the factors of price, free shipping, and cashback have a favorable and substantial impact on Impulsive Buying among TikTok Shop marketplace users in Surakarta City.
PENGARUH KUALITAS KONTEN DAN FREKUENSI PENAYANGAN TERHADAP KEPUTUSAN PEMBELIAN DENGAN PERSEPSI RISIKO SEBAGAI VARIABEL INTERVENING GARNETA STEEL DI SURAKARTA Fahlevi, Rista Fani; Santosa Tri Prabawa; Ngaisah
JURNAL ILMIAH EDUNOMIKA Vol. 9 No. 3 (2025): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v9i3.18136

Abstract

This study aims to analyze the effect of content quality and exposure frequency on purchasing decisions with perceived risk as an intervening variable at Garneta Steel in Surakarta. The research approach used is quantitative with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through an online questionnaire distributed to 150 respondents who are consumers or potential consumers of Garneta Steel who have seen product advertisements. The results show that content quality and exposure frequency significantly affect perceived risk, and perceived risk significantly influences purchasing decisions. Furthermore, perceived risk is proven to mediate the effect of content quality and exposure frequency on purchasing decisions. Keywords: Content Quality, Exposure Frequency, Perceived Risk, Purchasing Decision
Co-Authors Dian Noor Citra Perdana Fahlevi, Rista Fani Feriza Dinda Ardhana Ngaisah Novarika Rahmadani Sri Isfantin Puji Lestari