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Digital Business Journal (DIGIBIS)
Published by Universitas Muhammadiyah Tangerang
ISSN : -     EISSN : 29638585     DOI : 10.31000/digibis
Core Subject : Economy, Science, Education,
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Digital Business Journal (DIGIBIS) at University Of Muhammadiyah Tangerang is published by the Faculty of Economics and Business at University Of Muhammadiyah Tangerang. Digital Business Journal (DIGIBIS) first appeared in June 2022. Digital Business Journal (DIGIBIS) is a national scientific journal that is open to seek innovation, creativity and novelty. Whether letters, research notes, articles, complementary articles, or review articles in the field of: Digital Marketing Digital Platforms Digital Advertising Digital Entrepreneurship and Industrial Revolution 4.0
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 41 Documents
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THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND IMAGE ON PURCHASING DECISIONS ON ERIGO STORE PRODUCTS Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Yulianto, Franky Mahendra
Digital Business Journal Vol 3, No 1 (2024): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i1.12353

Abstract

This study aims to analyze the influence of social media marketing factors (X1) and brand image factors (X2) on purchasing decisions (Y) for Erigo Store consumers in Tangerang City. This research is a quantitative research and survey research. The samples taken in this study were 100 respondents. Data obtained from distributing questionnaires. Primary data processing uses ms.excel and Statistical Package For Social Science (SPSS) version 25 as evaluation. While the data analysis used in this study includes: descriptive statistical analysis, classical assumption test, linear regression analysis, correlation analysis, coefficient of determination test and hypothesis testing. The results of this study indicate that the Social Media Marketing Factor (X1) and Brand Image Factor (X2) simultaneously have a positive and significant effect on Purchase Decision (Y) indicated by the Fcount>Ftable value of 319.453 > 3.09 with a significant value of 0.000 < 0.05..
DETERMINANTS OF CUSTOMER SATISFACTION IN INDOMARET PERMATA TANGERANG CONSUMERS Narto, Eko; Tarto, Tarto; Rachma, Riqkha Adilla
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13311

Abstract

The purpose of this study is to determine the Influence of Store Atmosphere and Service Quality on Customer Satisfaction at Indomaret Permata Tangerang. This study uses a quantitative approach. Sampling was 100 people. Data collection techniques and tools are as questionnaires or questionnaires. Descriptive data analysis techniques are used to find out the picture of respondents' response and data distribution, while inferential statistical analysis is for hypothesis testing. The data management is assisted by Microsoft Excel and SPSS software version 26. The results of the study showed that partially the Store Atmosphere had a positive and significant effect on Customer Satisfaction as shown by a count of 4,395> a table of 1,984 and a significance of 0.000. For the variable of Service Quality partially has a positive and significant effect on Customer Satisfaction, it is shown with a tcal value of 7,123> ttable 1,984. and a significance of 0.000. Simultaneously, the Store Atmosphere and Service Quality have a positive and significant effect on Customer Satisfaction, which is shown by the value of Fcal> Ftabel 145.951 > 3.09 and a significance of 0.000. The ability of the variables of Store Atmosphere and Service Quality in explaining Customer Satisfaction was 75.1% as shown by the magnitude of the R square of 0.195 while the remaining 24.9% was influenced by other factors that were not included in the research model.
HOW DO I DECIDE TO BUY POTATO-Q PRODUCTS? Rauf, Abdul; Tanjung, Pia Arpriani
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13473

Abstract

The purpose of this study is to determine the influence of digital marketing and product quality on consumer purchase decisions on Potato-Q products in Tangerang City. The period used in this study is 6 (six) months, starting from July – December 2022.This research uses a quantitative approach. The population in this study is all people who have bought Potato-Q snack products in Tangerang City. The sampling technique used is non-probability sampling with an incidental sampling type obtained from 101 people who have purchased Potato-Q products. The data analysis technique used is multiple linear regression. The results of this study show that partially digital marketing has a positive and significant effect on consumer purchase decisions, which is shown by the tcount value of > ttable (9.921 > 1.984) with a significance value of 0.000. For the product quality variable, it partially has a positive and significant effect on consumer purchase decisions with a ttable > tcount value of 15.208 > 1.1984 with a significance value of 0.000. The ability of digital marketing variables and product quality explained the value of 72.7% as shown by the value of the adjusted R square of 0.727 while the remaining 27.3% was influenced by other factors that were not included in the research model.
IMPULSE BUYING BETWEEN DIGITAL MARKETING AND STORE ATMOSPHERE Sumarga, Hendi Eka; Rofiq, Iwan Setiawan; Munandar, Raji
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13474

Abstract

This study aims to analyze the relationship between Digial marketing, Store Atmophere and Impulse buying, a case study of super indo teras kota. This study uses quantitative methods and survey research by distributing questionnaires to urban super consumers. Samples were taken from 96 respondents using the purposive sampling technique. The analysis methods used are Descriptive Statistical Analysis, Validity Test, Reliability Test, Simple Linear Regression, Multiple Linear Regression, Simple Correlation, Determination Coefficient, t-test, and f-test with the help of IBM SPSS V.26 Software. The results showed that the Digital Marketing Style (X1) variable, Store Atmophere (X2), simultaneously had a positive and significant influence on Impulse Buying Performance (Y) with Fcal greater than Ftable (279,305>3,094) with a significance value of 0.00 < 0.05.
WHAT IS THE BEHAVIOR OF STUDENT SAVINGS? Negara, Andi Kusuma; Erdawati, Lena; Hardianto, Alit Millinia; Mubarok, Ahmad Zakki
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.13475

Abstract

This study aims to test and analyze the influence of financial knowledge, financial attitude, and income on student saving behavior. The independent variables in this study were financial knowledge, financial attitude and income, while the dependent variables in this study were saving behavior. This study uses primary data by providing a number of questionnaires to management students of the Faculty of Economics and Business, University of Muhammadiyah Tangerang. The number of samples in this study was 89 respondents. Furthermore, the data that has been collected is analyzed by multiple linear regression, The regression test results show that there is a significant influence of financial knowledge and financial attitude variables on saving behavior, proven. This is evidenced by the t-value calculated on the financial knowledge variable of 3,599 with a significance of 0.001 and the financial attitude of 4,120 with a significance of 0.000 so that the t-value is calculated above the t table and the significance is below 0.10. Therefore, it can be concluded that there is a significant influence of financial knowledge and financial attitude variables on saving behavior. Meanwhile, there is an influence of income variables on saving behavior, which is not proven. This is evidenced by the t-value calculated on the income variable of 0.820 with a significance of 0.414 so that the t-value calculated below the t table and the significance above 0.10. Therefore, it can be concluded that there is no significant influence of income variables on saving behavior.
ANALYSIS OF THE GROWTH OF DIGITAL ENTREPRENEURSHIP STARTUP SOCIAL ENTERPRISE IN INDONESIA Lestari, Eka Aprilia; Jesie, Titan Aprista; Sari, Amelia; Syefa, Bulan; Zaki, Ahmad
Digital Business Journal Vol 3, No 2 (2025): Digital Business Journal
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v3i2.11057

Abstract

Digital entrepreneurship has developed in various fields, one of which is social enterprise. This development can be seen from the growth of social enterprise startups in Indonesia ranging from creative industry, agriculture and fisheries, as well as education or education. This study aims to analyze the factors that influence the growth of social enterprise in Indonesia in the last five years, which has increased. Through the literature review method, this research explores information from various sources such as journals, the internet, and books relevant to the topic to understand the impact of digital technology on innovation in tackling social and environmental problems. This research was conducted by collecting data related to the topic raised in a study. The results of this study found that the factors that influence the development of social enterprises, such as the growth of digital technology and easy internet access, the development of digital funding and crowdfunding, public awareness of environmental sustainability, government and private sector support, and a culture of social care and cooperation.
Determinants of Smartphone Purchase Decisions: The Role of Product Quality, Price Perception, Brand Image, and Lifestyle Among Management Students Narto, Eko; Hasan, Muh; Daud, Agung
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14514

Abstract

In the digital era, smartphones have become essential consumer products, particularly among young consumers such as university students. Apple’s iPhone, as a premium smartphone brand, continues to attract attention due to its strong brand image and innovative features. However, understanding the factors that influence purchasing decisions among specific consumer segments remains crucial for both marketers and academics. This study aims to examine the influence of product quality, price perception, brand image, and lifestyle on iPhone purchasing decisions among students of the Management Study Program at Muhammadiyah University, Class of 2020. The research employed a quantitative approach, using a structured questionnaire distributed to a sample of 86 respondents selected through the Slovin technique. Data were analyzed using multiple linear regression with the support of SPSS version 25. The findings indicate that product quality, price perception, brand image, and lifestyle all have a positive and significant impact on purchasing decisions. Furthermore, these variables collectively contribute significantly to explaining consumer behavior in the context of premium smartphone purchases. This study contributes to the existing literature by integrating multiple consumer behavior theories within a single framework applied to a young and dynamic consumer group in an emerging market context. The results offer practical insights for marketers aiming to enhance brand positioning and marketing strategies targeting university students. Additionally, the study provides a foundation for future research on consumer decision-making in technology product markets.
Integration of Financial Literacy and Psychology: An Analysis of the Influence of Locus of Control on the Effectiveness of Generation Z Financial Management in Tangerang City Fitriana, Amalia Indah; Mikrad, Mikrad; Yoga, Randi Febri
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14516

Abstract

Generation Z in Tangerang City faces challenges in managing personal finances, influenced by low financial literacy, limited access to formal finance, and lack of self-control over financial decisions. This study analyzes the influence of financial literacy, financial inclusion, and locus of control on the financial management of Generation Z, filling the research gap in the Indonesian urban context. The explanatory quantitative method was used with survey data from 220 Generation Z respondents in Tangerang who were purposively selected. The results showed that the three variables had a positive and significant effect, with financial literacy as the most dominant factor, followed by locus of control and financial inclusion. These findings reinforce the importance of improving financial literacy and access to inclusive finance to drive better financial management. The novelty of the research lies in an integrative approach between cognitive aspects (literacy), access (inclusion), and psychological (locus of control) in the context of urban generation Z. Practically, this study recommends strengthening digital-based financial education programs and collaboration between stakeholders to increase financial literacy and inclusion of the younger generation. Theoretical contributions include the development of financial behavioural models that blend external and internal factors, while policy contributions emphasise the need for structured interventions to support the financial stability of Generation Z
Determinants Of Online Purchase Intention For Halal Cosmetic Products: Green Brand Perception, Halal Certification, And Digital Word-Of-Mouth Rauf, Abdul; Hamdani, Hamdani; Raihan, Muhamad Syahrul
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14520

Abstract

This study investigates the underexplored intersection of sustainable branding, halal certification, and digital consumer engagement in shaping purchase decisions for halal cosmetic products. Focusing on Kahf Facial Wash sold via Shopee Indonesia, the research addresses a critical gap in understanding how these factors collectively influence e-commerce transactions in the rapidly growing Muslim beauty market. Employing a quantitative approach, data was collected through an online survey of cosmetic consumers and analyzed using descriptive and inferential statistical techniques. The findings reveal that green brand perception exerts a significant positive influence on purchase decisions, underscoring the rising consumer preference for environmentally conscious beauty brands. Interestingly, while halal labeling and online reviews did not demonstrate significant individual effects, their synergistic combination with green branding collectively enhanced consumer purchasing behavior. This suggests that modern Muslim consumers prioritize eco-friendly attributes as a primary driver, with halal certification serving as a baseline expectation rather than a differentiator. The study contributes novel insights to halal marketing theory by challenging conventional assumptions about religiosity as the dominant purchase driver. Practically, it offers actionable strategies for cosmetic brands to leverage sustainability narratives while maintaining halal compliance in digital marketplaces. For e-commerce platforms, the results highlight the need to optimize green branding displays alongside user-generated content to boost conversion
Integrasi Video Marketing sebagai Strategi Meningkatkan Penjualan. Brand Awareness, dan Retensi Pelanggan Tovtora S, Feba Dinova Dex; Prasetyo, Fitria Madaniah; Priyatna, Eka Hendra
Digital Business Journal Vol 4, No 1 (2025)
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/digibis.v4i1.14542

Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam strategi pemasaran, salah satunya melalui integrasi video marketing. Penelitian ini bertujuan untuk menganalisis pengaruh integrasi video marketing terhadap peningkatan penjualan, brand awareness, dan retensi pelanggan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada 110 responden yang merupakan pengguna aktif media sosial dan konsumen e-commerce. Analisis data dilakukan menggunakan regresi linear sederhana dan berganda untuk mengetahui hubungan antara variabel video marketing dengan penjualan, brand awareness, dan retensi pelanggan. Hasil penelitian menunjukkan bahwa video marketing memiliki pengaruh positif dan signifikan terhadap peningkatan brand awareness dan penjualan, serta berkontribusi dalam memperkuat loyalitas pelanggan melalui konten yang relevan dan interaktif. Strategi ini dinilai efektif karena mampu menyampaikan pesan merek secara emosional dan visual, meningkatkan keterlibatan audiens, serta mempercepat keputusan pembelian. Temuan ini merekomendasikan perusahaan untuk mengintegrasikan video marketing secara sistematis dalam kampanye digital guna meningkatkan daya saing dan keberlanjutan bisnis.

Page 4 of 5 | Total Record : 41

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