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INDONESIA
Jurnal Transformasi Bisnis Digital
Published by Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia
ISSN : 30468825     EISSN : 30468744     DOI : 10.61132
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Manajemen Sumber Daya Manusia, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasi, Manajemen Rantai Pasokan, Tata Kelola Perusahaan, Etika Bisnis, Akuntansi Manajemen dan Pasar Modal dan Investasi
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 95 Documents
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Pengaruh Price Discount dan Income terhadap Impulsive Buying Mahasiswa: Moderasi Digital Literacy pada Marketplace Shopee Yuda Pratama Putra; Risti Afriyani; Vivi Yosefri Yanti
Jurnal Transformasi Bisnis Digital Vol. 3 No. 5 (2026): September : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i5.1718

Abstract

The growth of digital marketplaces has increased opportunities for students to make spontaneous purchases through promotional stimuli. This study aims to analyze the effects of price discount and income on impulsive buying and to examine digital literacy as a moderating variable among students of the Faculty of Technology, Health, and Sciences (FTEKS), Universitas Muhammadiyah Muara Bungo, in the context of marketplace Shopee. This research employed a quantitative explanatory design using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. Data were collected through a five-point Likert questionnaire from 247 students selected using stratified random sampling. The results show that price discount has a positive but insignificant effect on impulsive buying, while income has a positive and significant effect. Digital literacy has no significant direct effect on impulsive buying and does not significantly moderate the relationships between price discount and impulsive buying or between income and impulsive buying. The model explains 6.7% of the variance in impulsive buying. These findings indicate that financial resources are associated with impulsive buying in the studied context, while discounts and digital literacy should be considered alongside other behavioral and situational factors. The findings may support efforts to strengthen financial management and responsible digital consumption.
Pengaruh Produk halal dan Kesadaran Halal terhadap Keputusan Pembelian Kosmetik pada Santri Dayah Darul Ulum Al-Munawwarah Lhokseumawe Wildayani Wildayani; Mai Simahatie
Jurnal Transformasi Bisnis Digital Vol. 3 No. 5 (2026): September : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i5.1720

Abstract

This study was conducted to examine the influence of halal products and halal awareness on cosmetic purchasing decisions among students at Dayah Darul Ulum Al-Munawwarah, Lhokseumawe. The research took place at Dayah Darul Ulum Al-Munawwarah, located in Lhok Mon Puteh Village, Muara Dua District, Lhokseumawe City. The study population consisted of 311 students, with 76 participants selected using a probability sampling technique via random sampling. A quantitative research methodology was employed, and data processing and analysis were conducted using SPSS version 27 software. The findings demonstrate that halal products and halal awareness influence cosmetic purchasing decisions both partially and simultaneously. A correlation coefficient (R) of 0.682 indicates a strong relationship between halal products, halal awareness, and cosmetic purchasing decisions. The Adjusted R² value of 0.451 indicates that 45.1% of the variance in cosmetic purchasing decisions can be explained by the factors of halal products and halal awareness. The remaining 54.9% is influenced by other factors outside the scope of this research model.
Pengaruh Persepsi Risiko dan Kepercayaan Konsumen yang Dimediasi Live Promosi terhadap Keputusan Pembelian pada Shopee Ahmad Kurniawan; Ahmad Risman; Risti Afriyani
Jurnal Transformasi Bisnis Digital Vol. 3 No. 5 (2026): September : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i5.1722

Abstract

This study aims to examine the effect of Perceived Risk and Consumer Trust on Purchase Decisions and to analyze the mediating role of Live Promotion among students of the Primary School Teacher Education Study Program at Universitas Muhammadiyah Muara Bungo who use Shopee. The study employed a quantitative explanatory approach. Data were collected through a five-point Likert questionnaire from 286 respondents. Before the main survey, the instrument was tested on 31 respondents and items that did not meet the measurement criteria were evaluated and eliminated. The main data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3.2.9. The results show that Perceived Risk has a positive and significant effect on Purchase Decisions (β=0.226; t=2.067; p=0.039), while Consumer Trust has no significant direct effect (β=0.070; t=1.293; p=0.197). Live Promotion has a positive and significant effect on Purchase Decisions (β=0.586; t=4.958; p<0.001). Live Promotion does not significantly mediate the relationship between Perceived Risk and Purchase Decisions (β=0.144; t=1.966; p=0.050), but significantly mediates the relationship between Consumer Trust and Purchase Decisions (β=0.295; t=4.340; p<0.001). The model explains 55.6% of the variance in Purchase Decisions. The findings indicate that Live Promotion is an important mechanism for translating Consumer Trust into purchasing decisions in the studied context.
Peran Digitalisasi dalam Pengembangan Pemasaran UMKM Telur Asin Gemilang Panca Usaha di Desa Cibuyur Kec. Warungpring Naninda Hanifah; Robiatul Mukharomah; Nerul Edwin Kiky Aprianto
Jurnal Transformasi Bisnis Digital Vol. 3 No. 5 (2026): September : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i5.1723

Abstract

Digitalization is a crucial element in enhancing the marketing efforts of Micro, Small, and Medium Enterprises (MSMEs), including those located in rural areas. This study aims to identify the role of digitalization in strengthening the marketing of the "Gemilang Panca Usaha" salted egg MSME, located in Cibuyur Village, Warungpring District. Prior to adopting digitalization, the business marketed its products using traditional methods with limited market reach. With the advancement of information technology, the business began utilizing online platforms—such as WhatsApp, Google Maps, and Facebook—for marketing purposes. This research employs a descriptive qualitative method using a case study approach. Data were gathered through in-depth interviews and direct observation of the owner and management of Gemilang Panca Usaha. The findings reveal that each digital platform serves a distinct function in supporting marketing: WhatsApp facilitates direct communication and transactions with customers, Google Maps enhances the visibility of the business location, and Facebook plays a role in introducing products to a broader audience. The adoption of digitalization has positively impacted market reach, promotional efficiency, and sales revenue, although challenges such as low digital literacy and suboptimal platform management persist. The study also demonstrates that rural MSMEs have the opportunity to grow through digitalization without needing to be located in urban areas. These findings are expected to serve as a reference for similar MSMEs looking to optimize their digital marketing strategies.
Pengaruh Kualitas Pelayanan dan Kualitas Produk terhadap Kepuasan Pelanggan pada Warkop Agam Medan Cibinong Windi Septiani; Eigis Yani Pramularso
Jurnal Transformasi Bisnis Digital Vol. 3 No. 5 (2026): September : Jurnal Transformasi Bisnis Digital (JUTRABIDI)
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jutrabidi.v3i5.1726

Abstract

This study was motivated by problems related to service quality and product quality at Warkop Agam Medan Cibinong that may affect customer satisfaction, such as inconsistent service and complaints regarding products. This study aims to analyze the effect of service quality and product quality on customer satisfaction at Warkop Agam Medan Cibinong. The study employed a quantitative method with an associative approach. The sample consisted of 100 respondents selected using purposive sampling based on predetermined criteria. Data were collected through questionnaires and analyzed using IBM SPSS Statistics version 25 with multiple linear regression analysis. The results show that service quality has a positive and significant effect on customer satisfaction. Product quality also has a positive and significant effect on customer satisfaction. Simultaneously, service quality and product quality have a positive and significant effect on customer satisfaction, with a coefficient of determination (R²) of 60.6%, while the remaining 39.4% is influenced by other factors not examined in this study. The study concludes that continuous improvements in service and product quality are necessary to increase customer satisfaction and maintain customer loyalty.

Page 10 of 10 | Total Record : 95

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