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Dwi Yuli Rakhmawati
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Jurnal Pendidikan Tata Niaga (JPTN)
Published by Universitas Negeri Surabaya
ISSN : 23376708     EISSN : 27233901     DOI : https://doi.org/10.26740/jptn.v11n1
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Education Social Sciences
Jurnal ini mempublikasikan hasil penelitian dan pemikiran di bidang pembelajaran pendidikan bisnis/tata niaga serta di bidang ilmu bisnis dan perniagaan yang dilakukan di Sekolah Menengah Kejuruan (SMK), lembaga pendidikan tinggi, serta dunia usaha dan dunia industri yang meliputi: Pembelajaran pendidikan bisnis/tata niaga Evaluasi dan Asesmen pembelajaran pendidikan bisnis/tata niaga Riset dan pengembangan perangkat pembelajaran pendidikan bisnis/tata niaga Manajemen pemasaran Studi perilaku konsumen Kewirausahaan Manajemen Sumber Daya Manusia Manajemen Strategik
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 15 Documents
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Search results for , issue "Vol 11 No 2 (2023)" : 15 Documents clear
PENGARUH BRAND AMBASSADOR KOREA LEE MINHO, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SUNSCREEN AZARINE (STUDI PADA MAHASISWA AKTIF FAKULTAS EKONOMIKA DAN BISNIS UNESA) Anisa Tri Lestari; Septyan Budy Cahya
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p174-186

Abstract

In the era of globalization, all information is easily obtained by people worldwide, which can lead to global cultural exchange. One of the cultural exchanges that occurred in Indonesian society was the inclusion of South Korean culture. South Korea is famous for its beauty standards which have influenced the high interest in treating facial skin in Indonesia, which is marked by the increasing income of beauty products in Indonesia. The entry of South Korean culture is used by the company as a marketing strategy by using Korean artist brand ambassadors to influence purchasing decisions. In addition, companies compete to improve product quality and determine pricing strategies to influence consumers' purchasing decisions. This study aims to analyze the influence of Korean brand ambassador Lee Minho, product quality, and price perceptions on the purchase decision of Azarine sunscreen. The population in this study were students of the Unesa Faculty of Economics and Business who had purchased Azarine sunscreen products with a sample of 98 students using the Slovin method. The sampling technique used a purposive sampling method and data collection through online questionnaires. The data analysis technique used multiple linear regression analysis which was processed with SPSS 25 software. The results showed that the brand ambassador variable partially affected purchasing decisions. The product quality variable has a partial effect on purchasing decisions. The price perception variable has a partial effect on purchasing decisions. As well as Korean brand ambassador Lee Minho, product quality and price perceptions simultaneously influence the decision to buy Azarine sunscreen.
PENGARUH LIVE STREAMING TIKTOK TERHADAP KEPERCAYAAN KONSUMEN PRODUK JIMS HONEY DI SURABAYA DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN Avelia Farera Gabrile Diarya; Veni Rafida
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p125-133

Abstract

This study aims to analyze the effect of Live Streaming TikTok on consumer trust, to analyze consumer trust in purchasing decisions, and to analyze the effect of TikTo Live Streaming on purchasing decisions both directly and indirectly through Jims Honey consumer trust in Surabaya. Various studies have been conducted that social media is an effective marketing place to influence consumer purchasing decisions. Business competition in the current era is very tight, business people are starting to keep abreast of the times and trends in social media. Live Streaming is a good marketing model for selling products while interacting with buyers, with this feature direct consumers in real time. This research was conducted on 102 respondents who had participated in and made purchase decisions via TikTok Live Streaming. This type of research was conducted using explanatory research, with quantitative methods. Furthermore, the data was analyzed using Path Analysis Techniques or path analysis to determine the direct and indirect effects of the variables studied. The results of this study prove that of the four hypotheses found that Live Streaming has an influence on purchasing decisions and has a positive impact on purchasing decisions. As for the amount of direct influence between Live Streaming on purchasing decisions, it is equal to 33.7%, while the indirect effect between Live Streaming TikTok on consumer trust with a magnitude of influence of 0.091 means that the direct effect is greater than the contribution of indirect influence. Keywords: Effect of Live Streaming TikTok, Consumer Trust, Purchase Decision.
PENGARUH TIME LIMIT MARKETING DAN VIRAL MARKETING STRATEGY TERHADAP IMPULSIVE BUYING PADA PENGGUNA APLIKASI SOCIAL COMMERCE Riski Andra Widiyawati; Finisica Dwijayati Patrikha
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p152-164

Abstract

This study aims to determine the effect of time limit marketing and viral marketing strategy on impulsive buyingamong users of social commerce applications. This study uses explanatory research methods and uses aquantitative approach. The population of this study is the entire population of the city of Surabaya whose exactnumber is not known. The research sample uses the lemeshow formula calculation which produces a sample of200 respondents. Data collection techniques carried out in this study using a questionnaire/ questionnaire. Thedata analysis method used is multiple linear regression analysis with the help of the Statistical Package for theSocial Science (SPSS) version 22 software application. The results of this study indicate that: (1) Time LimitMarketing has a positive effect on Impulsive Buying on Social Commerce application users, (2) Viral Marketinghas a positive effect on Impulsive Buying on Social Commerce application users, (3) Time Limit Marketing andViral Marketing positive effect on Impulsive Buying on Social Commerce application users.
PENGARUH GAYA HIDUP, KEPERCAYAAN DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN MENGGUNAKAN SHOPEE PAYLATER MASYARAKAT KOTA SURABAYA Valdi Ramadhan Jaya Saputra; Tri Sudarwanto
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p165-173

Abstract

This research is to find out the variables of lifestyle, trust, and ease of influence partially on purchasing decisions using Shopee Paylater for the people of Surabaya city and also want to know the variables of lifestyle, trust, and ease of influencing simultaneously or jointly influencing purchasing decisions using the community's Shopee Paylater city ​​of Surabaya. This research uses descriptive quantitative. In this study, the population used by all Shopee Paylater users in the city of Surabaya used the "non-probability sampling" sampling technique using the Lemeshow formula to determine the sample in this study of 96 residents of the city of Surabaya. The analysis used, multiple linear regression analysis. The calculation of multiple linear regression in this study uses the SPSS 25.0 for windows program. The results of the study show that lifestyle, trust, and convenience have a partial and simultaneous significant influence on purchasing decisions using Shopee Paylater. Keywords: Ease Of Use; Lifestyle; Purchase Decision; Trust; Shopee Paylater
ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI MINAT MASYARAKAT SURABAYA TERHADAP PENGGUNAAN DOMPET DIGITAL GOPAY Febrina Rahardi; Novi Marlena
Jurnal Pendidikan Tata Niaga (JPTN) Vol 11 No 2 (2023)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v11n2.p187-198

Abstract

This study aims to determine, explain, and analyze whether cultural, social, personal, psychological, price, place, promotion, and product factors affect the interest of the people of Surabaya city and also want to know whether the dominant factor influences the interest of Surabaya people in using the Gopay digital wallet. In this study, the population used was all Gopay digital wallet users in the city of Surabaya using the "purposive sampling" sampling technique method using the Lemeshow formula for determining the sample in this study obtained 103 respondents. The analysis used, factor analysis. Multiple linear regression calculations in this study used the SPSS 29.0 for windows program. The results showed that there were 4 factors formed, namely place, product, social, and personal. The place factor is the dominant factor based on the eigenvalue of 13.353 with a cumulative value of 51.358%. Keywords: Gopay; Fintech; Culture; Social; Individu; Price; Place; Promotion; Product

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