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All Journal Jurnal STIE Semarang (Edisi Elektronik) Jurnal Bisnis Kompetitif
Kuntari, Oktarini
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Economics, Econometrics & Finance Education Social Sciences

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SEGMENTASI PREFERENSI BELANJA ONLINE MAHASISWA FEB UNIVERSITAS DUMAI: IMPLIKASI STRATEGI E-COMMERCE Nisyah, Habibah Tun; Irvan, Puji Ananda; Kuntari, Oktarini; Rineliana, R.; Tampubolon, Omar Farrakhan
Jurnal Ekonomi Bisnis Kompetif Vol 4 No 2 (2025): Strategi, Inovasi, dan Kinerja Bisnis di Era Digital dan Globalisasi
Publisher : Komunitas Manajemen Kompetitif

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35446/bisniskompetif.v4i2.2376

Abstract

This study aims to identify online shopping preference segments among students at the Faculty of Economics and Business, University of Dumai, based on demographic characteristics and digital lifestyle, and to provide strategic implications for e-commerce marketers. Employing a quantitative approach and cluster analysis, the research identifies three homogeneous student segments: (1) Pragmatic Shoppers, primarily evening class students who prioritize efficiency and functional value; (2) Digital Trend Followers, predominantly female morning/day class students significantly influenced by influencers and live shopping; and (3) Cautious Consumers, mainly fifth-semester students who are skeptical and focus on transaction security. These findings affirm that effective market segmentation in the digital era necessitates integrating demographic variables with digital lifestyle dimensions, such as social media engagement and digital literacy, to generate more accurate consumer profiles. The results contribute to digital marketing literature by providing a segmentation model specific to university students in a regional higher education context, offering practical guidance for marketers to design personalized, efficient, and competitive strategies.
EFEKTIVITAS GAYA PEMASARAN BAKAR-BAKAR DUIT OLEH E-COMMERCE DI INDONESIA Nurlaily, Liafatra; Kuntari, Oktarini
JURNAL STIE SEMARANG Vol 16 No 1 (2024): Jurnal STIE SEmarang
Publisher : Sekolah Tinggi Ilmu Ekonomi Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33747/stiesmg.v16i1.642

Abstract

This study aims to determine the effectiveness of marketing strategies using the style of burning money by e-commerce to achieve the goals of increasing data, people’s purchasing power using e-commerce, and changing the behaviour of Indonesian people towards digitalization. The literature study method was used to conduct this research due to limited time and resources to conduct case studies or collect data through interviews with e-commerce visitors. The results of the study show the effectiveness of the money-burning marketing style in increasing the number of e-commerce users, increasing the amount of annual e-commerce revenue, and increasing the percentage of activity in the use of e-commerce by internet users in Indonesia.
Co-Authors Irvan, Puji Ananda Nisyah, Habibah Tun Nurlaily, Liafatra Rineliana, R. Tampubolon, Omar Farrakhan