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Rico Nur Ilham
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Jl.Pulo Baroh No.12 Lancang Garam Kecamatan Banda Sakti Kota Lhokseumawe, Aceh, Indonesia
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International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS)
Published by CV. RADJA PUBLIKA
ISSN : -     EISSN : 28084713     DOI : https://doi.org/10.54443/ijebas
Core Subject : Economy,
Economics, Econometrics & Finance
This journal aims to examine new breakthroughs and current issues regarding advances in science and technology in the fields of Economics, Business, Sharia Administration, Accounting and Agriculture Management
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 42 Documents
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Search results for , issue "Vol. 5 No. 4 (2025): August" : 42 Documents clear
THE INFLUENCE OF AUGMENTED REALITY (AR) TECHNOLOGY, ADVERTISING APPEALS, LIVE SHOPPING, AND INFLUENCER MARKETING ON PURCHASING DECISIONS FOR HANASUI LIPSTICK PRODUCTS (CASE STUDY ON FEMALE STUDENTS IN LHOKSEUMAWE CITY) Cut Dhea Fidela; Adnan; Naufal Bachri; Rahmaniar
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.4069

Abstract

The present study investigates the influence of Augmented Reality (AR), advertising appeal, live shopping and influencer marketing on consumer purchasing decisions, with a specific focus on female university students in Lhokseumawe City as consumers of Hanasui lipstick products. The accelerated evolution of digital marketing platforms, in conjunction with the incorporation of interactive technologies, has profoundly influenced consumer behaviour, particularly within the cosmetics industry, where the experience of products holds particular significance. A purposive sampling method, categorised as non-probability sampling, was employed to select 120 respondents. The data were collected through an online questionnaire, which was distributed via Google Forms. The data were then analysed using multiple linear regression with SPSS version 21. The findings indicate that augmented reality (AR), advertising appeal, and live shopping features have a significant and positive influence on purchasing decisions, suggesting that immersive experiences and interactive product demonstrations enhance consumer confidence and interest. However, the investigation revealed that influencer marketing did not demonstrate a significant effect, suggesting that personal factors or peer recommendations may have a greater impact on consumer behaviour in this context than promotional content from influencers.
STRATEGY FOR DEVELOPING GAYO ARABICA COFFEE PRODUCTS IN TAKENGON Taufiqurrahman
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 5 No. 4 (2025): August
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v5i4.4347

Abstract

This study aims to analyze the development strategy of processed Gayo Arabica coffee products in Central Aceh and Bener Meriah Regencies as an effort to enhance the added value and competitiveness of this regional superior commodity. The research employed a descriptive quantitative method with data collected through observations, interviews, and surveys involving farmers and coffee industry actors. The analysis used the SWOT (Strengths, Weaknesses, Opportunities, Threats) approach combined with the IFE and EFE matrices to evaluate the internal and external conditions of the Gayo coffee industry. The results show that the strategic position of Gayo Arabica coffee lies in the Weakness–Opportunities (W–O) quadrant, indicating that development strategies should focus on utilizing external opportunities to overcome internal weaknesses. The main strengths are the distinctive flavor and aroma recognized globally, as well as institutional support such as cooperatives and international certifications (Fair Trade, Organic, and Geographical Indication). The primary weaknesses include limited processing technology, low human resource capacity, and restricted access to finance. The recommended strategies include improving post-harvest technology and human resource capacity, strengthening MSME and cooperative institutions, developing the “Gayo Specialty” brand, and utilizing digital marketing and coffee tourism. Implementing these strategies is expected to transform the Gayo coffee industry from a raw bean exporter into a high-value processed coffee industry with global competitiveness, thereby contributing to local community welfare and sustainable regional economic growth.

Page 5 of 5 | Total Record : 42

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