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Bima Journal : Business, Management and Accounting Journal
Published by Perkumpulan Dosen Muda Bengkulu
ISSN : 27212971     EISSN : 2721267X     DOI : 10.37638/bima.1.1.1-9
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
BIMA Journal is a scientific communication media which is issued by PDM Bengkulu. It is the contribution to the development of social science, business, accounting, and economy which is divided into the English Language which contains research results, literature review, field cases, or concepts. BIMA Journal in a year published twice a year. Special editions in English can be issued required. The BIMA Journal fits well for researchers and academics who are inheriting the results of research, scientific thought, and other original scientific ideas. BIMA Journal publishes research papers, technical papers, conceptual papers, and case study reports. BIMA Journal is dedicated to researchers and academics intent on publishing research, scientific thinking, and other original scientific ideas. The article published in the BIMA Journal is the authors original work with a broad spectrum of topics covering Resources economics, Economic Business, Economic Management, and Accounting.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 142 Documents
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Impact of Online Customer Reviews and Promotions on Customer Retention of Cosmetics in Shopee Mall through Purchase Decisions Chintana, Andayu Juhawa; Barusman, Andala Rama Putra
BIMA Journal (Business, Management, & Accounting Journal) Vol 6, No 1 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.1.77-92

Abstract

Purpose: This study aims to analyze the impact of online reviews and promotions on customer retention of cosmetic products among students at the Faculty of Economics and Business, Universitas Bandar Lampung (FEB UBL), in the context of direct shopping on Shopee Mall. Methodology: A quantitative research method was used, with primary data collected through an online questionnaire distributed to 280 randomly selected respondents from a population of 936 students. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Results: The results show that both online reviews and promotions significantly influence purchase decisions. However, customer retention is only directly affected by promotions and purchase decisions, while online reviews indirectly influence retention through purchase decisions. Findings: The study highlights that promotions play a more significant role in customer retention than online reviews, which only indirectly affect retention through their impact on purchase decisions. Novelty: This research contributes to digital marketing literature by focusing on the cosmetics industry and the role of online reviews and promotions in customer retention, particularly in an e-commerce context. Originality: The study is original in its focus on the cosmetics industry, particularly in relation to e-commerce platforms like Shopee Mall. Conclusions: The study recommends that businesses prioritize effective promotional strategies and ensure a positive shopping experience to enhance customer retention. Type of Paper: Empirical research paper.
MARKETING STRATEGY THROUGH SOCIAL MEDIA IN INCREASING UMKM PRODUCT SALES VOLUME IN MASAMBA DISTRICTT Nuraini, Nuraini; Anwar, Suhardi M; Pajarinto, Hadi
BIMA Journal (Business, Management, & Accounting Journal) Vol 6, No 1 (2025)
Publisher : Perkumpulan Dosen Muda (PDM) Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37638/bima.6.1.501-514

Abstract

Purpose: This research examines how social media marketing strategies influence the sales performance of MSMEs in the Masamba District. Methodology: Applying a quantitative approach, the study gathered data from 100 respondents selected through purposive sampling using questionnaires, and analyzed the results using multiple linear regression. Results: The overall marketing strategy did not have a significant influence on sales. In contrast, the utilization of Facebook and WhatsApp showed a positive and significant effect. Findings: When considered together, the marketing strategy along with Facebook and WhatsApp usage has a significant impact on sales volume. Focused utilization of these platforms is more effective than generalized marketing approaches. Originality: This research fills a void in the literature regarding the effectiveness of digital marketing among MSMEs in rural areas of Indonesia. Novelty: It highlights the distinct contributions of Facebook and WhatsApp as powerful tools for driving sales. Conclusion: While general strategies have limited impact, the strategic use of Facebook and WhatsApp can greatly enhance MSME performance. Type of Paper: Empirical research paper.

Page 15 of 15 | Total Record : 142

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