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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 288 Documents
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PENGARUH LIVE STREAMING TIKTOK, HARGA, DAN GAYA HIDUP KONSUMTIF TERHADAP PERILAKU IMPULSE BUYING PRODUK THRIFT PADA MAHASISWA S1 UNIVERSITAS NEGERI SURABAYA Mela Reva Heningtyas; Veni Rafida
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n1.p88-100

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh live streaming TikTok, harga, dan gaya hidup konsumtif terhadap perilaku impulse buying produk thrift pada mahasiswa S1 Universitas Negeri Surabaya. Responden penelitian berjumlah 398 mahasiswa S1 Universitas Negeri Surabaya yang dipilih menggunakan teknik nonprobability sampling. Metode analisis yang digunakan adalah regresi linear berganda dengan bantuan SPSS versi 26.0. Hasil penelitian menunjukkan bahwa secara parsial live streaming TikTok dan harga berpengaruh signifikan terhadap perilaku impulse buying produk thrift, sedangkan gaya hidup konsumtif tidak berpengaruh. Secara simultan, live streaming TikTok, harga, dan gaya hidup konsumtif berpengaruh terhadap perilaku impulse buying produk thrift pada mahasiswa S1 Universitas Negeri Surabaya.
PENGARUH BRAND IMAGE, BRAND TRUST, DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER PADA ANGGOTA MAPALA DI SURABAYA Salvado Andriano; Putri Hestiningrum
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 1 (2026)
Publisher : Program Studi Pendidikan Tata Niaga Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini dilaksanakan dengan tujuan untuk menganalisis sejauh mana pengaruh brand image, brand trust, dan brand awareness terhadap keputusan pembelian produk Eiger di kalangan anggota MAPALA Surabaya. Penelitian ini dilatarbelakangi oleh meningkatnya kebutuhan masyarakat akan perlengkapan outdoor yang terus berkembang seiring dengan semakin populernya aktivitas alam bebas di tengah masyarakat. Secara metodologis, penelitian ini menerapkan pendekatan kuantitatif melalui metode survei dengan melibatkan 130 orang responden sebagai sampel penelitian. Proses analisis data dilakukan menggunakan teknik regresi linear berganda dengan memanfaatkan perangkat lunak SPSS. Hasil pengujian mengungkapkan bahwa brand image terbukti berpengaruh negatif dan signifikan terhadap keputusan pembelian konsumen. Berbeda dengan hal tersebut, brand trust dan brand awareness justru tercatat memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut secara bersama-sama terbukti berpengaruh signifikan terhadap keputusan pembelian, yang ditunjukkan oleh nilai koefisien determinasi sebesar 94,2%. Lebih jauh, temuan penelitian ini menunjukkan bahwa brand trust merupakan variabel yang paling dominan pengaruhnya dalam membentuk keputusan pembelian produk Eiger di kalangan anggota MAPALA Surabaya.
PENGARUH BAURAN PEMASARAN 4P PRODUK TAPE CRISPY GEHAEL FOOD TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN DI BONDOWOSO Cut Dia Fauziah; Aulia Bayu Yusila; Annisa Nur’aini; Hanif Naufal Ahmi
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p136-144

Abstract

Penelitian ini dilakukan untuk menganalisis pengaruh bauran pemasaran yang terdiri atas produk, harga, tempat, dan promosi terhadap keputusan pembelian wisatawan pada produk tape crispy GeHael Food Bondowoso. Penelitian ini menggunakan pendekatan kuantitatif dengan data yang diperoleh melalui penyebaran kuesioner kepada 109 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi berganda linier untuk menguji pengaruh produk, harga, tempat, dan promosi terhadap keputusan pembelian konsumen. Hasil penelitian menunjukkan bahwa secara parsial produk, harga, tempat, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel produk merupakan faktor yang paling dominan dalam mempengaruhi keputusan pembelian. Secara simultan, keempat variabel tersebut berpengaruh signifikan terhadap keputusan pembelian.
PENGARUH KUALITAS LAYANAN DAN PERSEPSI HARGA TERHADAP LOYALITAS PELANGGAN PADA APLIKASI OJEK ONLINE INDRIVE DI SURABAYA Nanda Achmida; Winaika Irawati
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p145-154

Abstract

The online transportation industry is facing increasingly intense competition in Surabaya. This has impacted InDrive's customer loyalty. Several issues frequently complained about by customers include driver delays during pick-up and drop-off, inaccurate navigation systems, and unprofessional driver behavior. Furthermore, the pricing mechanism for negotiations creates inconsistent price perceptions among customers. This presents a challenge for the company in maintaining user loyalty. This study aims to examine the influence of service quality and price perception on customer loyalty among InDrive online motorcycle taxi (ojek) users in Surabaya, both partially and simultaneously. Using a quantitative approach with an explanatory research approach, the data collection method involved distributing questionnaires to 100 active InDrive users in the Surabaya area. The data analysis techniques include classical assumption tests, multiple linear regression analysis, t-test hypothesis testing (looking at partial effects), and F-tests (looking at simultaneous effects). The results of the analysis show that partially, service quality (X1) and price perception (X2) have a positive and significant influence on customer loyalty (Y). Simultaneously, both variables are proven to have a positive and significant influence on customer loyalty. The coefficient of determination (R2) of 0.480, or 48%, indicates that variations in customer loyalty can be explained by service quality and price perception, while the remaining 52% is influenced by other factors outside the research model. Therefore, it can be concluded that service quality and price perception are important factors in increasing customer loyalty at InDrive in Surabaya.
PENGARUH LIVE STREAMING, CONTENT MARKETING, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK KAHF PADA PLATFROM TIKTOK Miftahul Huda; Septyan Budy Cahya
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p124-135

Abstract

This study aims to examine the extent to which Live Streaming, Content Marketing, and Brand Ambassadors can influence consumer decisions in purchasing Kahf products through the TikTok platform. The background of this research is based on the increasing role of social media as a digital marketing tool, as well as the intense competition that occurs in the male grooming industry. These conditions encourage business actors to optimize various digital-based marketing strategies to attract consumer interest. Quantitative research is the approach implemented by this study. The analysis findings demonstrate that purchasing decisions receive a significant positive influence from three variables, namely Live Streaming, Content Marketing, and Brand Ambassadors, both individually (partially) and together (simultaneously). These findings indicate that consumer trust and confidence in Kahf products can be effectively increased by delivering interesting product information through live broadcasts, presenting quality and relevant content, and using Brand Ambassadors with a high level of credibility, thus encouraging purchasing decisions. In this regard, consumer purchasing decisions on the TikTok platform can be improved by the important role of optimizing Live Streaming, Content Marketing, and Brand Ambassador strategies.
PENGEMBANGAN MEDIA BERBASIS GENIALLY PERMAINAN ULAR TANGGA PADA MATERI STANDAR PELAYANAN CUSTOMER SERVICE UNTUK MENINGKATKAN HASIL BELAJAR SISWA KELAS XI BISNIS RITEL DI SMK ADHIKAWACANA SURABAYA Irma Tri Mustika; Veni Rafida
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p155-168

Abstract

This research was motivated by the low learning outcomes of Grade XI Retail Business students at SMK Adhikawacama Surabaya, where 69% had not achieved the Minimum Mastery Criteria (KKM) on Customer Service Standards material due to lecture-based methotds and non-interactive media. This study aimed to develop a Genially-based snakes and ladders game media, measure its feasibility, and analyze students’learning outcome improvement. The Research and Development (R&D) method with the 4D model was employed, involving 30 students of Grade XI Retail Business 2 as trial subjects. The results showed that the media was feasible with an average expert validation of 80,33%, practical based on student response questionnaires at 81,60% categorized as “Very Positive”, and effective in improving learning outcomes with an average N-Gain Score of 0,379 categorized as “Moderate”.
PENGARUH PEMBELAJARAN KEWIRAUSAHAAN, EKSPEKTASI PENDAPATAN, DAN LINGKUNGAN SEKOLAH TERHADAP MINAT BERWIRAUSAHA SISWA JURUSAN BISNIS DIGITAL SMK LABSCHOOL UNESA 1 SURABAYA Intan Permata Sari; Putri Hestiningrum
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p178-188

Abstract

A person's interest in entrepreneurship, including students, is not an innate trait. Instead, this interest is shaped by various factors that influence interest in the soul, namely internal and external factors. Internal factors that have an important role in fostering entrepreneurial interest are learning or knowledge about entrepreneurship. External factors that contribute to fostering entrepreneurial interest are income expectations and the school environment. This study aims to determine the effect of entrepreneurship learning, income expectations, and the school environment on the entrepreneurial interest of students majoring in Digital Business at SMK Labschool Unesa 1 Surabaya. This study uses a quantitative approach with a causal associative method. The study population was all students majoring in Digital Business with a total of 82 students selected using a saturated sampling technique. The instrument used was an online questionnaire via Gfrom. The results of the study indicate that entrepreneurship learning, income expectations, and the school environment influence students' entrepreneurial interest, both partially and simultaneously.
PENGARUH PENGALAMAN PRAKTIK KERJA LAPANGAN (PKL) DENGAN MOTIVASI KERJA SEBAGAI VARIABEL MEDIASI TERHADAP KESIAPAN KERJA SISWA KELAS XII SMKN 1 LAMONGAN Dian Aries Maulani; Novi Marlena
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026): (In Press)
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.v14n2.p169-177

Abstract

This study aims to analyze the effect of Field Work Practice (PKL) experience on the work readiness of twelfth-grade students at SMKN 1 Lamongan with work motivation as a mediating variable. The research employed a quantitative approach with a causal associative design. The population consisted of 214 twelfth-grade students from the Business and Management program who had participated in PKL, with 139 respondents selected using proportionate random sampling. Data were collected through closed-ended questionnaires using a Likert scale. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results showed that PKL experience had a positive and significant effect on work readiness. PKL experience also had a significant effect on work motivation. In addition, work motivation significantly influenced work readiness. The indirect effect test indicated that work motivation significantly mediated the relationship between PKL experience and work readiness. These findings indicate that better PKL experience supported by high work motivation can improve students’ work readiness in facing the business and industrial world.

Page 29 of 29 | Total Record : 288

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