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All Journal Indonesian Journal of Social Science and Education Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen
Ramdani, Fahad
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Humanities Economics, Econometrics & Finance Education

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PENGARUH PROMOSI DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG PADA DTOP CIPANENGAH SUKABUMI Ramdani, Fahad; Hilal, Rizky; Ruswandi, Wawan
Indonesian Journal of Social Science and Education (IJOSSE) Vol. 2 No. 1 (2026): Vol 2 No 1: Edisi Januari 2026
Publisher : JCI Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/ijosse.v2i1.2075

Abstract

Riset ini dilakukan guna menguak promosi dan kualitas layanan memengaruhi niat pembelian ulang konsumen di DTOP Cipanengan, Kota Sukabumi, baik secara parsial maupun simultan. Dalam riset ini mengimplementasikan desain kuantitatif dengan asosiatif. Populasinya mencakup seluruh konsumen yan bertransaksi pembelian di DTOP Cipanengah, Sukabumi, Selama Juli hingga September 2025, dengan total 1.350 konsumen. Sampel penelitian ditetapkan dengan formula Slovin dengan margin 10%, sehingga diperoleh 94 responden yang dipilih secara acak. Data Primer diiimplemnetasikan yang bersumber dari hasil penyebaran kuesioner lewat Google Form dan selanjutnya dianalisis menggunakan metode regresi linier berganda. Hasilnya menguak adanya dampak yang baik dan kuat antara promosi dan kualitas pelayana pada niat pembelian ulang Konsumen DTOP Cipanengah, Sukabumi baik secara mandiri maupun bersamaan
PENGARUH LIVE STREAMING DAN KONTEN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE Fadillah, Elfani; Indah.S, Desshita; Ramdani, Fahad
REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April
Publisher : PT. ABIG RIZKY PUBLISHER

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Abstract

This study aims to analyze the effect of live streaming and promotional content on consumers’ purchase decisions on the Shopee e-commerce platform, both partially and simultaneously. The method used is a quantitative approach with an associative research design. The research population includes all Shopee consumers who have watched the live streaming feature and viewed promotional content, with a sample size of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software.The results show that, partially, the live streaming variable has a positive and significant effect on purchase decisions. Likewise, the promotional content variable is also found to have a positive and significant effect on purchase decisions on a partial basis. Simultaneously, the test results prove that live streaming and promotional content have a positive and significant effect on consumers’ purchase decisions. The Adjusted R Square value of 0.720 indicates that these two variables are able to explain 72% of the variation in purchase decisions, while the remaining percentage is influenced by other factors outside this research model. These findings emphasize the importance of real-time interaction and the quality of digital content in marketing strategies to influence shopping behavior in the digital era.
Co-Authors Fadillah, Elfani Hilal, Rizky Indah.S, Desshita Ruswandi, Wawan