Jurnal Pendidikan Tata Niaga (JPTN)
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
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<![CDATA[PENGARUH KUALITAS KONTEN, JUMLAH PENGIKUT DAN RATING TOKO TERHADAP KEPUTUSAN PEMBELIAN PADA PLATFORM E-COMMERCE ]]>
<![CDATA[Sari, Ayu Ervanda Kumala]]>;
<![CDATA[Patrikha, Finisica Dwijayati]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p283-291
<![CDATA[Abstrak E-commerce adalah penjualan yang dilakukan melalui media elektronik (Ramadhani et al., 2021). E-commerce yang sering digunakan masyarakat adalah shopee, tokopedia dan lazada. Shopee adalah platform belanja online terkemuka di Asia Tenggara dan Taiwan. Tokopedia merupakan contoh nyata perusahaan digital besar yang berkembang di Indonesia dalam bidang e-commerce (marketplace). Lazada merupakan salah satu e-commerce terkenal di Asia Tenggara yang berasal dari Singapura oleh perusahaan Rocket Internet pada tahun 2011. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas konten terhadap keputusan pembelian pada platform e-commerce, mengetahui pengaruh kualitas konten terhadap keputusan pembelian pada platform e-commerce, dan mengetahui pengaruh kualitas konten terhadap keputusan pembelian pada platform e-commerce. jumlah pengikut terhadap keputusan pembelian di platform e-commerce, mengetahui pengaruh rating toko terhadap keputusan pembelian di platform e-commerce. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kausal dengan metode kuantitatif dan mempunyai sampel sebanyak 120 responden dengan populasi konsumen asal Surabaya. Teknik pengumpulan data yang digunakan adalah penyebaran kuesioner melalui googleform. Teknik analisis yang digunakan adalah regresi linier berganda. Hasil penelitian ini menunjukkan bahwa variabel Content Alias ????(X1) secara parsial berpengaruh signifikan terhadap keputusan pembelian (Y) pada platform e-commerce sehingga H1 diterima. Variabel jumlah pengikut (X2) secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian (Y) pada platform e-commerce sehingga H2 diterima. Variabel rating toko secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian (Y) pada platform e-commerce sehingga H3 diterima. Serta variabel kualitas konten (X1), variabel jumlah follower (X2), dan variabel rating toko (X3) secara bersama-sama (simultan) mempunyai pengaruh yang signifikan terhadap keputusan pembelian pada platform e-commerce. Kata Kunci : Kualitas Konten, Jumlah Followers, Rating Toko, Keputusan Pembelian.]]>
<![CDATA[PENGEMBANGAN ASESMEN BERBASIS KURIKULUM MERDEKA ELEMEN 6 MATA PELAJARAN DASAR-DASAR PEMASARAN BERBANTUAN QUIZIZZ DI SMK NEGERI MOJOAGUNG ]]>
<![CDATA[Mulyawan, Arip]]>;
<![CDATA[Dwijayanti, Renny]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p141-152
<![CDATA[Educational curriculum changes in vocational high schools (SMK) require adaptation in their implementation in the learning process, as in learning assessment activities. In class X Digital Business at SMK Negeri Mojoagung, teachers have not adapted learning assessment activities based on the curriculum used and have not been adjusted to the characteristics of students. Research on the development of assessment based on the kurikulum merdeka on element 3 of the subject basics of marketing assisted by quizizz at SMK Negeri Mojoagung aims to know the development, feasibility and response of students to the kurikulum merdeka-based assessment assisted by quizizz. This research type using research and development (research and development) with the ADDIE development model (Analyze, Design, Development, Implementation, and Evaluation). The subject of the trial was students of class X Digital Business 3 of SMK Negeri Mojoagung. The research instruments used interview forms, expert review and validation sheets, and learner response forms. Data analysis techniques using descriptive qualitative analysis of interview forms and expert reviews, while expert validation sheets and learner responses were analyzed quantitatively with percentages. The results of the research used the ADDIE development model. The assessment feasibility by material experts is 90% with very feasible criteria, assessment experts are 96.36% with very feasible criteria, and linguists are 90% with very feasible criteria. Students' responses to the developed assessment have very feasible criteria with a score of 89.72%. The developed assessment is feasible to use and got a positive response from students. Keywords : Assessment; Kurikulum merdeka; Marketing basics; Quizizz]]>
<![CDATA[PENGARUH MATA KULIAH PRAKTIK KEWIRAUSAHAAN DAN PEMANFAATAN PLATFORM E-COMMERCE TERHADAP MINAT BERWIRAUSAHA MAHASISWA PENDIDIKAN BISNIS UNESA ]]>
<![CDATA[Putri, Viera Rieyanthi]]>;
<![CDATA[Dwijayanti, Renny]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p153-163
<![CDATA[Tingkat pengangguran mengalami kenaikan di kalangan individu yang memiliki tingkat pendidikan lebih tinggi, sementara prevalensi lulusan Pendidikan Bisnis yang memilih berwirausaha masih tergolong rendah, menandakan bahwa minat berwirausaha di kalangan mahasiswa pada program studi tersebut masih belum mencapai tingkat yang signifikan. Tujuan penelitian ini adalah untuk mengetahui pengaruh mata kuliah praktik kewirausahaan terhadap minat berwirausaha danpengaruh pemanfaatan platform e-commerce terhadap minat berwirausaha serta pengaruh antara mata kuliah praktik kewirausahaan dan pemanfaatan platform e-commerce terhadap minat berwirausaha mahasiswa Pendidikan Bisnis Unesa. Penelitian ini menggunakan teori minat Holland yang dikenal sebagai model RIASEC, dengan salah satu tipe kepribadian yang relevan dalam konteks minat berwirausaha adalah Enterprising. Penelitian ini menggunakan metode kuantitatif deskriptif dengan populasi mahasiswa Program Studi Pendidikan Bisnis Unesa yang dipilih melalui metode teknik purposive sampling, menggunakan rumus Slovin dengan hasil 98 mahasiswa. Hasil penelitian ini menunjukkan bahwa mata kuliah praktik kewirausahaan berpengaruh secara parsial terhadap minat berwirausaha, pemanfaatan platform e-commerce juga berpengaruh secara parsial terhadap minat berwirausaha, dan keduanya berpengaruh secara simultan terhadap minat berwirausaha mahasiswa Pendidikan Bisnis Unesa.]]>
<![CDATA[PENGARUH MATA PELAJARAN PRODUKTIF DAN PRAKERIN MELALUI EFIKASI DIRI TERHADAP KESIAPAN KERJA SISWA PROGRAM KEAHLIAN BISNIS DARING DAN PEMASARAN DI SMK SURABAYA TAHUN AJARAN 2023/2024 ]]>
<![CDATA[Prayoga, Anggara Caesarya]]>;
<![CDATA[Patrikha, Finisica Dwijayati]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p243-255
<![CDATA[Penelitian ini dilakukan untuk mengetahui pengaruh mata pelajaran produktif dan prakerin melalui efikasi diri terhadap kesiapan kerja siswa program keahlian bisnis daring dan pemasaran di SMK Kota Surabaya. Penelitian ini menggunakan kuantitatif deskriptif. Populasi pada penelitian ini yaitu siswa kelas XII program keahlian bisnis daring dan pemasaran di SMKN 4 Surabaya, SMKN 10 Surabaya, SMK PGRI 13 Surabaya yang telah terakreditasi A dan sudah melaksanakan UAS semester I saat kelas XII dan sudah mengikuti kegiatan prakerin yang bekerja sama dengan PT. Sumber Alfaria Trijaya. Sampel yang digunakan adalah 122 sampel untuk penelitian ini, dengan menggunakan teknik purposive sampling dan menggunakan rumus Slovin. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana dan analisis path pada penelitian ini menggunakan program SPSS. Hasil penelitian ini menunjukkan bahwa variabel mata pelajaran produktif (X1) tidak berpengaruh secara signifikan terhadap kesiapan . Nilai signifikansi yang diperoleh (0.074 > 0.05) menunjukkan bahwa tidak terdapat hubungan langsung yang signifikan antara Mata Pelajaran Produktif dengan Kesiapan Kerja Siswa. Prakerin juga tidak berpengaruh secara langsung terhadap Kesiapan Kerja. Nilai signifikansi (0.221 > 0.05) menegaskan bahwa tidak terdapat pengaruh langsung yang signifikan antara Prakerin dengan Kesiapan Kerja Siswa. Secara signifikan, Efikasi Diri berpengaruh terhadap Kesiapan Kerja. Nilai signifikansi (0.000 < 0.05) menunjukkan bahwa semakin tinggi tingkat efikasi diri siswa, semakin siap mereka dalam menghadapi dunia kerja. Mata Pelajaran Produktif tidak berpengaruh signifikan terhadap Kesiapan Kerja melalui Efikasi Diri sebagai variabel mediasi. Hasil analisis menunjukkan bahwa variabel Efikasi Diri tidak memoderasi hubungan antara Mata Pelajaran Produktif dengan Kesiapan Kerja Siswa. Prakerin berpengaruh terhadap Kesiapan Kerja melalui Efikasi Diri sebagai variabel mediasi. Efikasi Diri mampu menjembatani pengaruh Prakerin terhadap Kesiapan Kerja Siswa secara signifikan.]]>
<![CDATA[PENGARUH BRAND TRUST DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY MELALUI EMOTIONAL BRAND ATTACHMENT PADA LA TULIPE KOSMETIK ]]>
<![CDATA[Bidayah, Mila]]>;
<![CDATA[Rakhmawati, Dwi Yuli]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p172-186
<![CDATA[The increasingly fierce competition in the beauty industry forces every company to have a strategy to attract the emotions of Indonesian consumers to prefer local cosmetic products. This study aims to determine the effect of brand trust and brand experience on brand loyalty to La Tulipe cosmetics which is mediated through emotional brand attachment. This type of research uses quantitative research. All consumers of La Tulipe cosmetics are the population in this study. The sampling technique used a purposive sampling method, totaling 111 (one hundred and eleven) respondents. The criteria for respondents in this study are consumers who have purchased and used La Tulipe cosmetics more than twice, aged 17 years and over and domiciled in the city of Surabaya. Data collection uses a questionnaire. To evaluate the research data, we apply variance-based Structural Equation Modeling (SEM) techniques, especially Partial Least Square (PLS) which is calculated using the SmartPLS 4.0 application. The tests carried out include the outer model, inner model, suitability and goodness of the model. The research results show that brand trust has no effect on brand loyalty, brand experience has an effect on brand loyalty, emotional brand attachment has an effect on brand loyalty, brand trust has no effect on emotional brand attachment, brand experience has an effect on emotional brand attachment, brand trust has no effect on brand loyalty through emotional brand attachment, brand experience influences brand loyalty through emotional brand attachment.]]>
<![CDATA[PENGARUH GAYA HIDUP HEDONISME DAN PERILAKU KONSUMTIF TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA SHOPEE PAYLATER ]]>
<![CDATA[Bila, Siti Marisa]]>;
<![CDATA[Marlena, Novi]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p215-222
<![CDATA[One of the fintech innovations that is currently popular and has become the choice of the public is shopee paylater. The existence of shopee paylater causes an increase in hedonism lifestyles and consumptive behaviors that can affect product purchase decisions. The objectives of the study are: (1) to find out the influence of hedonism lifestyle on the purchase decision of shopee paylater users (2) to find out the influence of consumptive behavior on the purchase decision of shopee paylater users (3) to find out the influence of hedonism lifestyle and synthetic behavior on the purchase decision of shopee paylater users. This type of research uses a quantitative method by distributing questionnaires through google forms to obtain the primary data needed. Furthermore, the data will be analyzed using multiple linear regression and calculated with IBM SPSS 27. The results of the study show that there is (1) a positive influence of hedonism lifestyle on the purchase decision of shopee users 2) the positive influence of consumptive behavior on the purchase decision of Shopee Paylater users (3) The positive influence of hedonistic lifestyle and consumptive behavior on the purchase decision of Shopee Paylater users. Keywords: hedonism lifestyle, consumer behavior, purchasing decisions]]>
<![CDATA[PENGARUH VARIAN MENU DAN KUALITAS LAYANAN TERHADAP LOYALITAS PELANGGAN WIZZMIE SURABAYA ]]>
<![CDATA[Pramesstya, Ditta]]>;
<![CDATA[Rafida, Veni]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p164-171
<![CDATA[This study aims to analyze the effect of menu variety on Wizzmie Surabaya customer loyalty and analyze the influence of service quality on Wizzmie Surabaya customer loyalty. This study uses the variables of menu variety, service quality, and customer loyalty with a causal quantitative approach. The population in this study is the Millennial and Z generation in the city of Surabaya who have bought at Wizzmie Surabaya. The sampling technique in this study is purposive sampling which uses the Hair formula with a total of 150 respondents. The data collection technique uses an online questionnaire through google forms. The researcher used the Structural Equation Modelling Partial Least Squares (SEM-PLS) data analysis technique with the SmartPLS 3.0 tool. The testing model in this study includes outer model test, inner model and hypothesis testing. The results of this study prove that: (1) menu variety affects customer loyalty of Wizzmie Surabaya, (2) service quality affects customer loyalty of Wizzmie Surabaya. (3) menu variety and service quality simultaneously affect Wizzmie Surabaya's customer loyalty.]]>
<![CDATA[PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK NPURE PADA MARKETPLACE SHOPEE ]]>
<![CDATA[Sholikhah, Nia Inayatus]]>;
<![CDATA[Marlena, Novi]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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<![CDATA[In this digital era, one of the skincare products that follows the development by utilizing the shopee marketplace and its various features is Npure. The live streaming feature on the shopee marketplace is one of the triggers for the formation of electronic word of mouth (e-WOM) and forms a positive brand image in the minds of consumers, which in turn can influence consumers in making purchasing decisions for a product. This study aims to determine the effect of e-WOM, brand image, and live streaming on purchasing decisions for Npure products on the shopee marketplace. The type of research used is quantitative, sourced from primary data obtained from the results of a questionnaire via a google form link. The results showed that e-WOM has a positive effect on purchasing decisions for Npure products in the shopee marketplace, brand image has a positive effect on purchasing decisions for Npure products in the shopee marketplace, and live streaming has a positive effect on purchasing decisions for Npure products in the shopee marketplace. Simultaneously e-WOM, brand image, and live streaming have a positive effect on purchasing decisions for Npure products on the shopee marketplace. Keyword : Brand Image; Electronic Word of Mouth; Live Streaming; Purchasing Decisions]]>
<![CDATA[PENGARUH PENDIDIKAN KEWIRAUSAHAAN, EFIKASI DIRI, DAN POLA PIKIR KEWIRAUSAHAAN TERHADAP INTENSI BERWIRAUSAHA MAHASISWA FAKULTAS EKONOMIKA DAN BISNIS UNESA ]]>
<![CDATA[Prawesti, Marisa Intan]]>;
<![CDATA[Cahya, Septyan Budy]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p233-242
<![CDATA[This study aims to analyze the effect of entrepreneurship education, self-efficacy, and entrepreneurial mindset on entrepreneurial intention of students at the Faculty of Economics and Business, Surabaya State University. The method used in this research is data analysis technique with Structural Equation Modeling Partial Least Squares (SEM-PLS) using SmartPLS 3 software, by distributing questionnaires to the sample of this study, namely students who have taken entrepreneurship courses in 2020, 2021, and 2022. The results of this study are that among the variables studied, self-efficacy and entrepreneurial mindset have an influence on the entrepreneurial intention of FEB Unesa students, while in this study the entrepreneurship education variable has no effect on entrepreneurial intention. Future researchers are advised to explore other factors that may affect entrepreneurial intentions outside of this study, so that it can help broaden insights into the factors that play a role in student entrepreneurial intentions.]]>
<![CDATA[PENGARUH CONTENT MARKETING, ELECTRONIC WORD OF MOUTH (E-WOM), DAN PRICE DISCOUNT APLIKASI SHOPEE TERHADAP IMPULSE BUYING PRODUK FASHION JINISO PADA GENERASI Z DI KOTA SURABAYA ]]>
<![CDATA[Sari, Vina Ilhamna]]>;
<![CDATA[Rafida, Veni]]>
<![CDATA[ Jurnal Pendidikan Tata Niaga (JPTN) Vol 12 No 2 (2024) ]]>
Publisher : <![CDATA[Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jptn.v12n2.p187-195
<![CDATA[The development of information technology encourages progress in various innovations. One form of this innovation is the creation of e-commerce. JINISO is a business actor operating in the fashion sector using Shopee e-commerce as a promotional and sales medium. The aim of this research is to analyze the influence of content marketing, electronic word of mouth and price discounts on impulse buying of JINISO fashion products among generation Z in the city of Surabaya. Respondents in this study were generation Z from Surabaya City, born in 1997 - 2012, who had impulse bought JINISO fashion products at Shopee. The sampling technique uses purposive sampling with the data collection technique using a questionnaire distributed online using Google Form. The data analysis method uses the PLSSEM method using SmartPLS 4 software. The results of this research show that content marketing, electronic word of mouth, and price discounts have a positive effect on impulse buying of fashion products in generation Z in the city of Surabaya, both partially and simultaneously. Keywords: Content marketing, Electronic word of mouth, Price discounts, Impulsive Buying]]>
