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Jurnal Bisnis dan Pemasaran Digital
Published by Goodwood Publishing
ISSN : -     EISSN : 27983293     DOI : https://doi.org/10.35912/jbpd
Core Subject : Economy,
Economics, Econometrics & Finance
Diterbitkan oleh Penerbit Goodwood, Jurnal Bisnis dan Pemasaran Digital (JBPD) adalah jurnal ilmiah bertaraf nasional yang menerbitkan artikel berkualitas di bidang bisnis dan pemasaran digital. JBPD bertujuan untuk menjadi wadah akademis yang menampung ide, penemuan, dan inovasi baru dalam rangka pengembangan teoritis pada bidang ilmu bisnis dan pemasaran digital di Indonesia.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Pemasaran
Articles 40 Documents
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Pengaruh Manfaat Utilitarian dan Manfaat Hedonis serta Status Sosial terhadap Keputusan Perpindahan Merek dari Televisi Kabel ke Netflix Asty Almaida; Dedi Hariadi Saputra
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 1 (2021): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i1.280

Abstract

Purpose: The purpose of this study is to determine the effect of utilitarian, hedonic, and social benefits on brand switching decisions from cable television to Netflix. Research Methodology: The data for this study were gathered via questionnaires and a review of the literature. Purposive sampling was used to collect data from 92 respondents who were active undergraduate students at the Faculty of Economics and Business Unhas in the 2016-2018 academic year and used the Video on Demand (VoD) Netflix service. Multiple regression analysis, F test (simultaneous), and T test are used in the analysis (partial). Results: The findings indicated that utilitarian benefits and social status had a positive and significant effect on brand switching decisions, whereas hedonic benefits had a negative and insignificant effect. Simultaneously, utilitarian, hedonic, and social benefits all have a positive and significant effect on brand switching decisions.
Pemanfaatan Teknologi Informasi dan Manajemen Perubahan Organisasi dalam Mendukung Bisnis Berkelanjutan Pasca Covid-19 pada UMKM di Kota Bengkulu Hafiza Tri Murti; Veny Puspita; Puspa Ratih
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 1 (2021): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i1.450

Abstract

The purpose of this study is to examine how information technology and organizational change management can be used to support sustainable business in Bengkulu City MSMEs following Covid-19. To survive the COVID-19 pandemic, the role of information technology and organizational change management is critical, as information technology serves as a manager of the information available at the time. Change management provides a structured approach for assisting individuals within an organization in transitioning from their current state to their desired state. Organizational change management is concerned with identifying groups and individuals who must change. Not only that, organizational change management entails the development of customized plans for successfully implementing the change. The primary objective of change management is to prepare for a smooth, successful transition.
Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul 'Ulum Jombang Mas’adah; Asngadi; Agung Hirmantono
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 1 (2021): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i1.452

Abstract

Purpose: This study aims to determine the marketing management strategies of MSME players during the Covid-19 pandemic. This research is included in qualitative research with a case study approach. Research Methodology: The data obtained in this study were qualitative data collected through in-depth interviews, observation and documentation—retrieval of informants using a purposive sampling technique. The source of the data came from 4 MSME informants who trade in the Islamic boarding school area. The informants have been trading in this micro-business sector for at least five years as their main job. The data were analyzed using interactive analysis techniques, namely through the stages of data reduction, data presentation, and drawing conclusions and verification. Results: The result of this research is that the strategy undertaken by MSME actors is to strengthen and expand the network of customers in collaboration with Kyai or Islamic boarding school Teachers by doing "Sowan", which is in the category of social capital. Contribution: The social capital used by the informants as a marketing method during the Corona pandemic is very suitable for the current pandemic conditions. The conditions in the boarding school are that the students are not free to do online transactions like the general public. They can make online transactions via WhatsApp messages or telephone only with business people who are allowed with the permission of the boarding school caretakers.
Analisis Penerapan Bisnis Model Canvas pada Usaha Mikro Wirausaha Generasi Z Ericha Tiara Hutamy; Adelia Marham; Andi Naila Quin Azisah Alisyahbana; Nur Arisah; Muhammad Hasan
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 1 (2021): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i1.453

Abstract

Purpose: This study aims to analyze the impact of the canvas model business concept on Generation Z micro-entrepreneurs. Research Methodology: The research methodology used in this study is a descriptive survey to describe and explain how BMC is applied to generation Z micro-entrepreneurs. The data for this study came from informants who are Generation Z online business entrepreneurs. The data collection techniques are questionnaire-based. Results: The research results indicate that the application of the business model canvas to micro-entrepreneurs in Generation Z is 83 percent, which indicates a favorable response from the respondents. Limitations: The study's limitations or weaknesses stem from the research process; the researcher recognizes that a study must contain a deficiency and a great deal of weakness. One of them is in terms of the number of respondents who are only ten people in Generation Z micro-enterprises, which is, of course, insufficient to describe the actual situation. Contribution: The purpose of this research is to develop a business strategy applicable to online micro-businesses by mapping the BMC's nine elements. It is anticipated that this research will increase revenue from product sales and broaden the market for Generation Z micro-entrepreneurs.
Faktor-faktor UMKM dalam Mengadopsi E-Market di Kabupaten Ogan Ilir Dita Rahmawati; Darius Antoni; Kurniawan
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 1 (2021): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i1.455

Abstract

Purpose: The purpose of this study is to identify critical factors influencing SMEs in Ogan Ilir to adopt e-Marketing, in order to develop a concept of e-Marketing adoption in the Ogan Ilir Regency. Research Methodology: The study employs a survey method to collect data from MSME actors and the Department of Industry, Trade, Cooperatives, and MSMEs in Ogan Ilir Regency. The initial conceptual model developed within the TOE framework using e-Market was validated and tested using SEM on survey data. Results: The findings indicate a positive correlation between perceived direct benefits, top management support, external pressure, perceived trust, and identified e-Market adoption. However, it was determined that perceived indirect benefits and organizational readiness were insignificant in relation to e-Market adoption. Limitations: Because this research was conducted using TOE theory, additional development in areas such as behavior and infrastructure is required. Additionally, this research focuses exclusively on MSMEs in Ogan Ilir Regency and requires additional data to ensure that this concept is well received. Contribution: This study significantly contributes to the field of e-Market research, both theoretically and practically. This study adds to the existing body of knowledge in the field of e-Market and technology adoption in MSMEs by expanding the TOE framework to study e-Market adoption, developing a validated conceptual model to investigate the critical determinants of e-Market adoption in MSMEs in the Ogan Ilir district, and (c) providing MSMEs with an effective approach to assist them in the evaluation and selection of technology.
Pengaruh Return Policy Leniency dan Seller Reputation Terhadap Purchase Decision Dimediasi Consumer Trust Puspita Chairun Nisa; Veni Helen Virgita Hutagalung
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 2 (2022): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i2.642

Abstract

Purpose: This study aims to determine and analyze the effect of return policy leniency and seller reputation on purchase decisions mediated by consumer trust on C2C e-commerce platform users. Based on signaling theory, consumer trust built by return policy leniency and seller reputation will increase purchase decisions. Method: The population of this study is consumers who have shopped at non-official Shopee stores. The sampling method used was non-probability with the purposive sampling method. Data analysis method used is path analysis PLS-SEM. Result: The results showed that the return policy leniency affected customer trust and purchase decisions; Seller reputation affected customer trust and purchase decisions. Limitations: The limitation of this research is that the researcher only uses two variables that affect consumer confidence. In addition, researchers also have not focused on product categories purchased by e-commerce consumers. The number of respondents used was 170 respondents, not enough to represent all e-commerce consumers in Bekasi and Jakarta. Contribution: This research can be a suggestion and input for online vendors to seriously consider the potential of consumer trust in changing return policies into buying behavior by providing extra guarantees such as return policy leniency in order to gain consumer trust and increase sales.
Nilai Pelanggan di Cek Toko Sebelah App Sri Lestari
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 2 (2022): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i2.1683

Abstract

Purpose: Provides an overview of the usability of the browser extension Cek Toko Sebelah App. Methodology: Descriptive methods are used to describe or analyze but cannot draw broad conclusions. Results: Cek Toko Sebelah App has an advantage over other price comparators because it is a web browser extension. It allows users to directly compare prices on their favorite shopping sites without searching on other sites (third parties). Limitations: This article only focuses on Cek Toko Sebelah App with data obtained from digital traces. Contribution: Cek Toko Sebelah App claimed as "Indonesia's first price comparison & coupon aggregator web extension."
Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Minat Belanja Konsumen di Matahari Departement Store Muhammad Tammy Ikbal Rumengan; Muhammad Tommy Arby Rumengan; Adnan Suhardis; Khairul Riza
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 2 (2022): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i2.1934

Abstract

Purpose: The purpose of this study is to find out the effect of price on consumer spending interest at Matahari Department store, totaling 70 respondents. While the determination technique by purvosive sampling. Methodology: The sources of data in this study are primary data and secondary data. Where the primary data from observations and questionnaires. While secondary data can be from data that has been documented. While the analysis technique used is multiple regression analysis. Results: The results of multiple regression analysis are Y = 27,597 + 0,284 + 0,431 + 0,291 + e which shows that price, promotion and division of labor have a positive and significant effect on consumer interest. While the results of the test (t) or partial test indicate that the price (0.089) is smaller than that of alpha 5% (0.05) or tcount = 1.725 > ttable 1.66792, it can be concluded that H1 is accepted which means that there is an effect of X1 price on Y. Promotion variable (0.004) is smaller than alpha 5% (0.05) or tcount = 3.004 > ttable 1.66792, it can be concluded that H2 is accepted which means there is an effect of X2's promotion on Y. As well as service quality variable (0.000) is smaller than alpha 5% (0.05) or tcount = 3.694 > ttable 1.66792, it can be concluded that H3 is accepted which means that there is an effect of the price of X3 on Y. The results of the regression test in this study, it is known that the significance value is 0.000. Where it is required that the significance value of F is less than 5% (0.05) or the value of Fcount = 20.526 > Ftable 2.74, which means that there is an effect of price, promotion and service quality variables (X1, X2, X3) simultaneously (together) on consumer interest in PT Matahari Department Store, Tbk.
Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan terhadap Keputusan Pembelian Barang secara Daring Muhammad Tommy Arby Rumengan; Muhammad Tammy Ikbal Rumengan; Adnan Suhardis; Khairul Riza
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 2 (2022): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i2.1936

Abstract

Purpose: The purpose of this study was to determine the effect of trust, security and service quality on online purchasing decisions on E-Commerce. Method: This type of research is quantitative research, namely research methods based on positivism philosophy, used to examine certain populations or samples. Result: The results of multiple regression analysis are Y = 9.064 + 0.588 + -0.011 + 0.318 + e which shows that trust, security and service quality have a positive and significant effect on purchasing decisions. While the results of the test (t) or partial test show that the price (0.000) is smaller than that of alpha 5% (0.05) or tcount = 3.961 > ttable 1.66792, it can be concluded that H1 is accepted which means there is an effect of X1 on Y The security variable (0.958) is greater than that of alpha 5% (0.05) or tcount = 0.053 < ttable 1.66792, it can be concluded that H2 is rejected which means there is no effect of X2 on Y. And the service quality variable (0.005) smaller than alpha 5% (0.05) or tcount = 2.870 > ttable 1.66792, it can be concluded that H3 is accepted, which means there is an effect of X3 price on Y. Conclusion: The results of the regression test in this study, the significance value is 0.000. Where it is required that the significance value of F is less than 5% (0.05) or the value of Fcount = 88.320 > Ftable 2.74, which means that there is an influence of the variables of trust, security and service quality (X1, X2, X3) simultaneously (together). ) on purchasing decisions on E-Commerce.
Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian Moh Ali Khomsin; Mochamad Edris; Joko Utomo
Jurnal Bisnis dan Pemasaran Digital Vol. 1 No. 2 (2022): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/jbpd.v1i2.1941

Abstract

Purpose: Analyzing the influence of green marketing, product knowledge and innovation on buying interest and purchasing decisions. Methodology: Research location at Indomaret in Jati District, Kudus Regency, explanatory research, AMOS SEM data analysis 24, 5 variables, 32 indicators observed by questionnaire, 160 respondents, accidental sampling technique. Results: Green marketing has a positive effect on purchasing decisions. Product knowledge has a positive effect on purchasing decisions. Product innovation has a positive effect on purchasing decisions. Green marketing has a positive effect on purchase intention. Product knowledge has a positive effect on interest in buying products. Product innovation has a positive effect on purchase intention. Buying interest has a positive effect on purchasing decisions. Green marketing has a positive effect on purchasing decisions through buying interest. Product knowledge has a positive effect on purchasing decisions through purchase intention. Product innovation has a positive effect on purchasing decisions through buying interest. Limitations: Research only with three exponential variables, two endogenous variables, buying interest as an intervening variable. And only in Indomaret in Jati District, Kudus Regency. Contribution: The research results strengthen the Theory of Planned Behavior (TPB), strengthen the results of previous research. This is a new finding, namely that there is a positive influence between product innovation and purchasing decisions through buying interest. Regarding green marketing, it is hoped that there will be an increase/addition of Indomaret AMDK products that are healthy, quality, and environmentally friendly.

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