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
Articles
265 Documents
<![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]]>
<![CDATA[PENGARUH SERVICE QUALITY DAN LIFE STYLE TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA WARKOP BREWOK DI KABUPATEN TULUNGAGUNG) ]]>
<![CDATA[Putri, Windi Kristina]]>;
<![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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<![CDATA[THE INFLUENCE OF LIFE STYLE AND SERVICE QUALITY ON PURCHASING DECISIONS(Case Study of Warkop Brewok Consumers in Tulungagung Regency) This research aims to determine the magnitude of the influence of life style and service quality on purchasing decisions (case study of warkop beard consumers in Tulungagung Regency. The type of research used is quantitative. The population in this study is warkop beard consumers. The data collection technique uses a questionnaire distributed during June. The sampling technique in this research used a simple random sampling method with a total research sample of 100 consumers. Data analysis used multiple linear regression analysis using the SPSS 26 application. Based on the results of the research and data analysis, it was shown that the life style variables were simultaneous and partial. and service quality has a positive effect on purchasing decisions. Keywords: Life style, service quality, purchasing decisions]]>
<![CDATA[PENGARUH PENGGUNAAN PLATFORM DIGITAL MONEY DAN PLATFORM E-COMMERCE TERHADAP PERILAKU KONSUMTIF MAHASISWA ]]>
<![CDATA[Wati Arifin, Mila Rahma]]>;
<![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.p263-272
<![CDATA[The COVID-19 pandemic has driven an increase in the adoption of digital platforms, especially digital money platforms and e-commerce among the public, including students who are one of the groups with high levels of digital consumption. This study aims to analyze the effect of using digital money and e-commerce platforms on consumptive behavior among students of the Faculty of Economics and Business (FEB), Surabaya State University. The research method used is a quantitative approach with an experimental design. The research subjects were 378 students of FEB Surabaya State University class of 2020-2023 who actively use digital money and e-commerce platforms. Data collection was carried out through distributing questionnaires using a likert scale. Data analysis was performed using multiple linear regression techniques. The results showed that the use of digital money platforms and e-commerce platforms had an effect on student consumptive behavior, both partially and simultaneously. So it can be concluded that the higher the use of digital money and e-commerce platforms, the greater the tendency of consumptive behavior shown by students.]]>
<![CDATA[PENGARUH PERIKLANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN THE ORIGINOTE EYE SERUM PADA SHOPEE DAN TIKTOK SHOP ]]>
<![CDATA[Arifasari, Alfina Hidayatul]]>;
<![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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<![CDATA[This research aims to determine the effect of advertising and price on purchasing decisions for The Originote Eye Serum on Shopee and TikTok Shop. This type of research uses a quantitative approach. The population of this research uses all consumers who purchased The Originote Eye Serum in the city of Surabaya. The sample in this study used was 114 respondents using a porpuvise sampling technique. In this research, data collection used a questionnaire. In this research, the analysis technique used is multiple linear regression analysis using the SPSS version 22 application. The results of this research show that the advertising variable has an effect on purchasing decisions, the price variable has no effect on purchasing decisions, and advertising variables and price on purchasing decisions.]]>
<![CDATA[PENGARUH BRAND TRUST, & KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR MATIC HONDA PADA PENGEMUDI GOJEK DI SURABAYA, JAWA TIMUR ]]>
<![CDATA[Isnawati, Linda]]>;
<![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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<![CDATA[The research was conducted to analyze the influence of Brand Trust, and product quality on the purchase decision of the matic motorcycle product of Honda on the Drivers in Surabaya. Respondents to this study were Online Driver or Driver in the city of Surabaya. In sampling, this study uses purposive samplings as its method. And the method of analyzing data using double linear regression and to analyze the data using SPSS 26. Based on the results of the data analysis, it was found that: 1) Brand Trust has a negative relationship to the decision of purchase of a motorcycle matic honda on Surabaya Online Driver. 2) product quality has an influence upon the decision to buy a motorbike matic Honda Online Driver Surabaya. 3) Brand Trust, and the quality of the product simultaneously influence the decision about the purchase of the motorcycling matic honda on Surabaya internet Driver.]]>
<![CDATA[PENGARUH CONTENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIP TINT BARENBLISS ]]>
<![CDATA[Hayati, Nur]]>;
<![CDATA[Sudarwanto, Tri]]>
<![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.p273-282
<![CDATA[This study aims to analyze the influence of content marketing and brand image on the purchase decision of Peach Makes Perfect lip tint Barenbliss products. Primary data was obtained through a survey using a questionnaire to 384 respondents who are followers of Barenbliss's social media. Data analysis was carried out with a descriptive quantitative approach using the multiple linear regression method. The results of the study show that content marketing and brand image simultaneously have a significant effect on the purchase decision of Peach Makes Perfect lip tint Barenbliss products. The practical implication of this research is the importance of companies in paying attention to attractive content marketing strategies in order to be able to create a good brand image to be able to influence consumer purchase decisions. This research is expected to contribute to understanding consumer behavior in the digital era and become a reference for companies in designing effective marketing strategies.]]>
