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All Journal Jurnal Ekonomi Manajemen Sistem Informasi Arthatama: Journal of Business Management and Accounting
Audita Nuvriasari
Universitas Mercu Buana Yogyakarta, Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Influence of E-Service Quality, Online Promotion, and E-WOM on Purchase Decisions for Aerostreet Shoes on Shopee Sigit Dwi Saputra; Audita Nuvriasari
Arthatama: Journal of Business Management and Accounting Vol. 9 No. 2 (2025)
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/art.9.2.2025.732

Abstract

The rapid growth of electronic commerce has transformed consumer purchasing behavior, particularly among Generation Z, who actively engage with online marketplaces like Shopee. This study aims to examine the influence of electronic service quality, online promotion, and electronic word of mouth on the online purchase decisions of Aerostreet shoes on Shopee among Generation Z consumers. A quantitative approach was employed, utilizing primary data collected through questionnaires and secondary data from market reports. The study used a saturated sampling technique, involving 100 respondents, and applied multiple linear regression analysis, validity tests, reliability tests, classical assumption tests, and hypothesis testing. The findings indicate that electronic service quality and online promotion have a positive and significant impact on online purchase decisions, enhancing consumer trust and product visibility. In contrast, electronic word of mouth does not significantly influence purchase decisions, suggesting limited reliance on online reviews. These results underscore the importance of optimizing platform functionality and promotional strategies to attract Generation Z, providing valuable insights for fashion retailers to strengthen their digital marketing efforts on Shopee.
Pengaruh Green Market Orientation, Dukungan Organisasional dan Faktor Teknologi terhadap Pengadopsian Inovasi Hijau di UMKM Produk Hijau Montanus Nurak; Audita Nuvriasari
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 1 (2025): Jurnal Ekonomi Manajemen Sistem Informasi (September-Oktober 2025)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i1.6122

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Green Market Orientation, Dukungan Organisasional, dan Faktor Teknologi terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta. Sampel dalam penelitian ini adalah 100 responden yang merupakan pemilik atau penanggung jawab UMKM produk hijau. Teknik pengumpulan data menggunakan metode survei dengan instrumen penelitian berupa kuesioner. Hasil uji instrumen menunjukkan bahwa semua item pernyataan valid dan reliabel. Pada uji asumsi klasik, data terbukti terdistribusi normal dan model regresi bebas dari gejala multikolinearitas dan heteroskedastisitas. Hasil penelitian ini membuktikan bahwa: (1) Green Market Orientation berpengaruh positif dan signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta, (2) Dukungan Organisasional tidak berpengaruh signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta, (3) Faktor Teknologi tidak berpengaruh signifikan terhadap Pengadopsian Inovasi Hijau di UMKM produk hijau di Daerah Istimewa Yogyakarta. Temuan ini memberikan implikasi bagi pelaku UMKM untuk meningkatkan orientasi pasar hijau sebagai strategi utama dalam mendorong praktik inovasi ramah lingkungan yang berkelanjutan.
Co-Authors Montanus Nurak Sigit Dwi Saputra