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All Journal Business Preneur : Jurnal Ilmu Administrasi Bisnis Journal of Management and Digital Business
Indira, Hidya
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science

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Efektivitas diskon dan promosi digital dalam mempengaruhi keputusan pembelian konsumen wanita di e-commerce Indonesia Sari, Maya Desvita; Chaniago, Harmon; Indira, Hidya
Journal of Management and Digital Business Vol. 5 No. 2 (2025): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v5i2.1833

Abstract

The objective of this study is to examine the impact of discounts and digital promotions on consumer purchase decisions on the largest e-commerce platforms in Indonesia, specifically Shopee, Tokopedia, and Lazada, with a focus on female consumers in the city of Bandung. The background of this research is driven by the rapid growth of e-commerce and the high level of competition among platforms, which encourages the use of discount and digital promotion strategies to attract consumer attention. A survey method is employed in this study, utilising a quantitative approach and a purposive sampling technique, with 254 female respondents aged 18–34 years. Data was analysed using measurement models and structural models with the Partial Least Squares (PLS) approach. The results indicate that discounts and digital promotions have a positive and significant impact on consumer purchasing decisions, with discounts having a greater influence than digital promotions. These findings underscore the importance of developing targeted marketing strategies that incorporate discounts and digital promotions to effectively influence purchase decisions. This study concludes that optimal use of promotional strategies can enhance the competitiveness of e-commerce platforms in the increasingly competitive digital market.
Pengaruh Pengaruh Transformasi Digital terhadap Keputusan Pembelian Konsumen pada UMKM Pariwisata di Lembang, Indonesia Mardiana, Moch; Chaniago, Harmon; Indira, Hidya
Business Preneur: Jurnal Ilmu Administrasi Bisnis Vol. 7 No. 2 (2025): Vol. 7 No. 2 September 2025
Publisher : Program Studi Ilmu Administrasi Bisnis FISIP UNPAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/bp.v7i2.25691

Abstract

Penelitian ini mengkaji pengaruh transformasi digital terhadap keputusan pembelian konsumen pada media informasi yang digunakan oleh UMKM pariwisata di Lembang, Indonesia. UMKM memiliki peran besar dalam perekonomian nasional melalui penciptaan lapangan kerja, inovasi, dan pemberdayaan ekonomi lokal. Meskipun memiliki peran strategis, penelitian terdahulu lebih banyak menitikberatkan pada efisiensi operasional dan profitabilitas, sehingga studi ini mengisi kekosongan dengan menelaah bagaimana media informasi digital mempengaruhi perilaku pembelian konsumen. Data dikumpulkan melalui survei sejumlah 244 responden. Data di dianalisis menggunakan pendekatan kuantitatif dan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa faktor-faktor transformasi digital, seperti sumber daya digital, budaya dan struktur organisasi, efisiensi operasional, serta kesiapan teknologi baru, secara signifikan meningkatkan persepsi positif, niat membeli, rekomendasi, dan penilaian harga konsumen. Dengan nilai path coefficient sebesar 0,789 dan R-Square mencapai 0,623, penelitian ini mengonfirmasi bahwa digitalisasi informasi memainkan peran penting dalam mendorong keputusan pembelian di UMKM sektor pariwisata. Temuan ini memberikan wawasan strategis bagi pelaku usaha dan pembuat kebijakan dalam mengoptimalkan adopsi digital guna meningkatkan daya saing UMKM pariwisata.
Co-Authors Chaniago, Harmon Mardiana, Moch Sari, Maya Desvita