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Jurnal Ekonomi Dan Bisnis Digital CV.ITTC INDONESIA Jl. Veteran dalam no.24d, Kota Padang, Sumatera Barat 25112
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JEBD
Published by CV ITTC Indonesia
ISSN : -     EISSN : 30256429     DOI : doi.org/10.47233/jebd
Core Subject : Economy, Engineering,
Economics, Econometrics & Finance Engineering
Jurnal Ekonomi dan Bisnis Digital (JEBD) E-ISSN : 3025-6429 is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Economic, finance, management, information technology and related fields. JEBD provides an outlet for the increasing flow of interdisciplinary research cutting across business, management, finance, information system, accounting, Entrepreneurship, Business ethics, Sustainability, Knowledge Management, Learning Organization and economics disciplines. It is an essential reading for academics, graduate students, policy makers and business practitioners.
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 945 Documents
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Pengaruh Media, Kelompok, dan Norma Subjektif terhadap Sikap Konsumen Skincare Generasi Z Grace Christien Sumakul
Jurnal Ekonomi dan Bisnis Digital Vol. 3 No. 4 (2026): April - Juni
Publisher : CV. ITTC INDONESIA

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh media influence, group influence, dan subjective norm terhadap attitude konsumen Generasi Z terhadap produk skincare. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 112 responden Generasi Z yang pernah atau sedang menggunakan produk skincare. Data dianalisis menggunakan regresi linear berganda dengan bantuan software SPSS. Hasil penelitian menunjukkan bahwa media influence dan subjective norm berpengaruh positif dan signifikan terhadap attitude, sedangkan group influence tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa dalam konteks skincare, pengaruh media dan norma dari orang-orang terdekat lebih dominan membentuk sikap konsumen dibandingkan pengaruh kelompok sosial secara umum. Penelitian ini memberikan kontribusi teoretis dengan membedakan secara empiris peran group influence dan subjective norm, serta implikasi praktis bagi pelaku industri skincare dalam merancang strategi komunikasi pemasaran yang lebih tepat sasaran bagi Generasi Z.
Pengaruh Kualitas Narasi Storytelling dan Frekuensi Penayangan Iklan Selama Bulan Ramadhan terhadap Loyalitas Merek Marjan pada Ibu Rumah Tangga di Kota Jakarta Abdul Rohman; Noviana Roman Denisyah; Muhammad Sofa Sodiki; Muthli`Atul Aziizah; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas narasi storytelling dan frekuensi penayangan iklan selama bulan Ramadhan terhadap loyalitas merek Marjan pada ibu rumah tangga di Kota Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif. Populasi penelitian adalah ibu rumah tangga di Kota Jakarta yang pernah melihat iklan Marjan selama bulan Ramadhan, dengan jumlah sampel sebanyak 62 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner daring menggunakan skala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa kualitas narasi storytelling berpengaruh positif dan signifikan terhadap loyalitas merek dengan koefisien regresi sebesar 1,663. Frekuensi penayangan iklan juga berpengaruh positif dan signifikan terhadap loyalitas merek dengan koefisien regresi sebesar 1,593. Secara simultan, kedua variabel mampu menjelaskan loyalitas merek sebesar 62,1% dengan nilai R Square sebesar 0,621. Penelitian ini menyimpulkan bahwa kombinasi antara kualitas cerita yang emosional dan intensitas penayangan iklan yang tinggi menjadi strategi komunikasi pemasaran yang efektif dalam membangun loyalitas merek Marjan selama bulan Ramadhan.
Pengaruh Perbandingan Sosial, Fear Of Missing Out (FOMO), Ketangguhan Mental, Dan Social Media Jealousy Terhadap Niat Pembelian Produk Fashion Pada Pengguna Aktif Media Sosial Generasi Z Di Indonesia Mochamad apriliandi; Dzuklifi Dzuklifi; Ria Aulia
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

This study examines the influence of social comparison, fear of missing out (FOMO), and mental toughness on fashion product purchase intention among active social media users of Generation Z in Indonesia, with social media jealousy included as an additional predictor. A quantitative associative approach was employed, using an online questionnaire distributed to 61 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS Statistics version 27. The instrument was found to be valid and reliable, and the classical assumption tests indicated that the regression model was normally distributed and free from multicollinearity and heteroscedasticity. The F-test showed that the independent variables jointly had a significant effect on purchase intention (F = 5.792; sig. = 0.002), with an R² of 0.237, indicating that the model explained 23.7% of the variance in purchase intention. Partially, mental toughness was found to have a significant effect on purchase intention, while social comparison and FOMO did not show a statistically significant partial effect. These findings suggest that psychological resilience plays a more consistent role than social pressure factors in shaping Generation Z's fashion purchase intention, and that other variables outside the model likely contribute substantially to this behavior.
Analisis Peluang dan Tantangan Perdagangan Internasional Indonesia dengan Tiongkok Mellyyanah Wardiatul Janah; Daspar Daspar
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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Abstract

Perdagangan internasional antara Indonesia dan Tiongkok memiliki peran penting dalam mendukung pertumbuhan ekonomi nasional, terutama melalui peningkatan ekspor komoditas unggulan, investasi, dan integrasi rantai pasok regional. Namun, hubungan dagang ini juga memunculkan tantangan berupa defisit perdagangan, meningkatnya ketergantungan pada produk impor, dan tekanan terhadap daya saing industri dalam negeri. Penelitian ini bertujuan menganalisis peluang dan tantangan perdagangan internasional Indonesia dengan Tiongkok serta implikasinya bagi kebijakan ekonomi nasional. Metode yang digunakan adalah studi pustaka dengan pendekatan deskriptif kualitatif berdasarkan sumber-sumber jurnal, artikel ilmiah, dan laporan terkait perdagangan Indonesia–Tiongkok. Hasil analisis menunjukkan bahwa peluang utama Indonesia terletak pada ekspor komoditas seperti nikel, batu bara, kelapa sawit, dan hasil pertanian, sedangkan tantangan utama mencakup defisit neraca perdagangan, persaingan produk manufaktur Tiongkok, dan ketergantungan pasar. Oleh karena itu, Indonesia perlu memperkuat hilirisasi, diversifikasi pasar, dan peningkatan daya saing industri nasional.
Pendekatan Inbound Marketing B2B: Analisis Thought Leadership Content Dan Reputasi Korporat Terhadap Keputusan Pemilihan Agensi Iklan PT Larisa Nikko Indonesia Yeyen Permana; Adinda Amalia Salsabila; Dian Lestari Novianti; Rifkhan Rifkhan
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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This study examines the effect of Thought Leadership Content and Corporate Reputation on the Advertising Agency Selection Decision of PT Larisa Nikko Indonesia through a Business-to-Business (B2B) Inbound Marketing approach. Advertising agencies increasingly need to build market appeal through content that reflects industry expertise, alongside maintaining corporate reputation as the basis of trust for prospective corporate clients. This study employed a quantitative method with an associative approach. The population consisted of marketing representatives (persons in charge) of client companies that had used or evaluated the services of PT Larisa Nikko Indonesia, with a sample of 100 respondents selected through purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, correlation analysis, the coefficient of determination, t-tests, and F-tests. The results show that Thought Leadership Content partially has a positive and significant effect on the Advertising Agency Selection Decision (B = 0.375; t = 12.909; p = 0.000), and Corporate Reputation also partially has a positive and significant effect (B = 0.294; t = 8.359; p = 0.000). Simultaneously, Thought Leadership Content and Corporate Reputation have a positive and significant effect on the Advertising Agency Selection Decision, with the regression equation Y = 9.429 + 0.375X1 + 0.294X2, an F-value of 304.700 (p = 0.000), and an Adjusted R² of 0.860, meaning both variables jointly explain 86.0% of the variance in the Advertising Agency Selection Decision. These findings confirm that a B2B inbound marketing strategy combining consistent thought leadership content with strong corporate reputation management can effectively increase client companies' tendency to select PT Larisa Nikko Indonesia as their advertising agency.
Pengaruh Kualitas Visual Konten, Caption Edukatif, dan Frekuensi Posting Instagram terhadap Minat Kerjasama Pelanggan Industri PT Pancaran Wijaya Kemindo Muhammad Umar Abdul Aziz; Mutiara Meilinda Nitami; Ryan Fachri; Steven Allif Ramadhan
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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PT Pancaran Wijaya Kemindo merupakan perusahaan yang memanfaatkan akun Instagram sebagai salah satu kanal utama pemasaran digital untuk menjangkau calon pelanggan industri. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Visual Konten, Caption Edukatif, dan Frekuensi Posting Instagram terhadap Minat Kerjasama Pelanggan Industri PT Pancaran Wijaya Kemindo. Metode penelitian menggunakan pendekatan kuantitatif dengan desain survei pada 100 responden yang merupakan pelanggan industri dan calon mitra bisnis yang mengikuti akun Instagram perusahaan, dipilih melalui purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner Skala Likert 1-5. Data dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, dan regresi linier berganda berbantuan SPSS. Hasil penelitian menunjukkan bahwa secara simultan ketiga variabel berpengaruh signifikan terhadap Minat Kerjasama Pelanggan [F(3,96) = 78,218; p < 0,001; R² = 0,710]. Secara parsial, Kualitas Visual Konten merupakan prediktor paling dominan (β = 0,597), diikuti Caption Edukatif (β = 0,306). Frekuensi Posting tidak berpengaruh signifikan secara parsial (β = 0,049; p = 0,502). Temuan ini menegaskan bahwa kualitas visual konten yang profesional dan caption yang edukatif merupakan kunci peningkatan minat kerjasama pelanggan industri, sementara intensitas unggahan semata tidak cukup untuk mendorong keputusan kerjasama bisnis.
Pengaruh Kompetensi Karyawan terhadap Manajemen Proyek di PT. Nagari Lukindo Sejahtera Diana Sari Harahap; Heri Dia Anata Batubara; Azhar Harahap
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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This study aims to examine the effect of employee competence on project management at PT. Nagari Lukindo Sejahtera. A quantitative approach with an associative research design was employed. Data were collected through questionnaires distributed to employees involved in project implementation and analyzed using simple linear regression with IBM SPSS Statistics. The findings indicate that employee competence has a positive and significant effect on project management. Competence, which includes knowledge, skills, and work attitudes, contributes to improving project planning, implementation, coordination, and control. The coefficient of determination shows that employee competence explains 21.8% of the variance in project management, while the remaining 78.2% is influenced by other factors outside the research model. These findings suggest that continuous competency development through training, skills enhancement, and performance evaluation can improve project management effectiveness. This study provides practical implications for human resource development and serves as a reference for future research on project management.
Pengaruh Persepsi Risiko terhadap Kepercayaan Merek PT Sang Hyang Seri Padangsidimpuan Agusta Linda Nora; Fithra Maharani; Elwin Kurniawan
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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This study aims to evaluate the extent to which perceived risk influences brand trust among customers of PT Sang Hyang Seri Padangsidimpuan. The study adopts a quantitative methodology with an associative research framework to investigate the relationship between perceived risk as an explanatory variable and brand trust as the outcome variable. The research population includes 400 customers, with 40 respondents selected through purposive sampling based on predetermined criteria. Primary data were collected through questionnaires employing a five-point Likert scale and analyzed using simple linear regression supported by IBM SPSS Statistics. The empirical findings indicate that perceived risk has a significant positive impact on brand trust. The regression estimation shows a coefficient of 0.482, while the t-statistic of 4.407 is higher than the t-critical value of 1.686, confirming the significance of the proposed relationship. The R² value of 33.8% indicates that perceived risk contributes to explaining variations in brand trust, whereas the remaining 66.2% is attributed to other variables outside the research model. The findings suggest that strengthening product assurance, reducing customer uncertainty, and maintaining consistent service performance are essential strategies for enhancing brand trust in the agribusiness sector.
Strategi Inovatif Pengelolaan Wisata BUMDes Desa Pudun Jae Kota Padangsidimpuan Poppy Honora; Asmul Fauzi Harahap; Muhammar Syafii; Edison Siregar
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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The development of tourism based on Village-Owned Enterprises (BUMDes) has become an important strategy for strengthening local economic independence through the optimization of village potential. This study aims to analyze innovative strategies for managing BUMDes tourism in Pudun Jae Village, Padangsidimpuan City, and to identify supporting and inhibiting factors in its development. This research employed a qualitative approach with a descriptive method. Data were collected through observations, in-depth interviews, and documentation, followed by data analysis through data reduction, data presentation, and conclusion drawing. The findings indicate that innovative tourism management strategies require institutional strengthening, improvement of managerial capacity, development of local-based tourism products, utilization of digital technology, and active community participation. These strategies are expected to enhance tourism competitiveness while supporting sustainable economic and social development for the community of Pudun Jae Village.
Analisis Efektivitas Bahasa Promosi pada Konten Affiliate Marketing di Tiktok Hanum aliffia Nuhayah; Ana Putri Nastiti
Jurnal Ekonomi dan Bisnis Digital Vol. 4 No. 1 (2026): Juli - September
Publisher : CV. ITTC INDONESIA

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The development of digital technology has changed marketing strategies through TikTok platforms that take advantage of short videos as promotional media. This study aims to describe the characteristics of promotional language in affiliate marketing content in TikTok, analyze its effectiveness based on AFA (Attention, Interest, Desire, Action) models, and identify the most dominant linguistic elements used. Research uses a qualitative descriptive method with data obtained through documentation studies on TikTok's video content transcripts, semiterstruktur interview with affiliates, literature study, and scale-based Likert questionnaire to active TikTok users. The results show that promoted language used tends to be persuasive, communicative, follow trends, and take advantage of personal testimonials to build emotional closeness. Hook's sentence at the beginning of the video proved to be effective in attracting audience attention, while the element scarcity, social proof, and call to action (CTA) became the dominant strategy in increasing purchase interest. This finding confirms the importance of effective use of promotional language in supporting the success of affiliate marketing in the digital era.

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