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INDONESIA
Indonesia Economic Journal
Published by Indo Publishing
ISSN : 30904609     EISSN : 30904552     DOI : https://doi.org/10.63822/iej
Core Subject : Economy,
Economics, Econometrics & Finance
Accepts research articles, both empirical studies and literature studies that focus on the fields of Economics, Accounting and Management
Arjuna Subject : Ilmu Ekonomi, Ekonometrika dan Keuangan (semua kategori) - Ilmu Ekonomi, Ekonometrika dan Keuangan (Lain-Lain)
Articles 237 Documents
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Pengaruh Persepsi dan Sikap Konsumen Terhadap Keputusan Pembelian Minuman Boba di Kota Metro Resa Salsabila; Renata Lestari; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/0wtt3572

Abstract

This study aims to analyze consumer behavior toward boba drinks in Metro City by testing the influence of Consumer Perception (X1) and Consumer Attitude (X2) on the Purchase Decision (Y). This quantitative, causal-associative research utilized Multiple Linear Regression analysis on data collected from a sample of 100 boba consumers selected via Purposive Sampling.The partial test results (t-test) showed that Consumer Perception (X) has a significant and positive effect on the Purchase Decision (Y) (Sig. 0.000), indicating that a good perception of product quality and service is the primary driver. Conversely, Consumer Attitude (X2) was found to have no significant effect, Sig. 0.798. However, the simultaneous test (F-test) confirmed that both Perception and Attitude significantly influence the Purchase Decision (Sig. 0.000). The Coefficient of Determination (R2) was 0.254, explaining 25.4% of the Purchase Decision variation. This study concludes that reinforcing positive consumer perception through improvements in quality and service is the most effective strategy for contemporary beverage businesses.
Pengaruh Harga, Diskon dan Ulasan Produk Terhadap Keputusan Pembelian Konsumen di Marketplace Fitrotul Mukaromah; Herma Artika Putri; Jessica Valentina Darwis; Lulu Il Mufidah; Fikri Rizki Utama
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/fke34c84

Abstract

The development of digital technology has shifted people's shopping behavior from conventional systems towards marketplace-based transactions. Competition among business actors emphasizes the importance of digital marketing strategies to attract consumer interest in the purchasing process. This study aims to analyze the influence of price, discounts, and product reviews on consumer purchasing decisions in the marketplace. The research method uses a quantitative approach with a survey technique through a questionnaire distributed to 100 respondents who actively shop on the Shopee, Tokopedia, Lazada, and TikTok Shop platforms. Data analysis was performed using multiple linear regression through IBM SPSS Statistics version 27. The results show that price and product reviews have a positive and significant influence on purchasing decisions, while discounts do not have a significant influence. Simultaneously, these three variables are proven to have a significant influence on purchasing decisions. These findings indicate that accurate digital information in the form of consumer reviews and competitive pricing are more decisive in purchasing decisions than discounts. This study provides implications for business actors and marketplace platforms to enhance the credibility of the review system and design pricing strategies that align with consumer preferences within the e-commerce ecosystem.
Perlindungan Hukum bagi pelaku Usaha dalam perjanjian kemitraan Waralaba: Studi kasus pemutusan kontrak Mitra Indomaret di Indonesia  Maatuil, Rexy Andalangi; Anggraeni Dalonto; Fernie Debrianty Manis; Sutrdya Anasthasya Tumunde; Paskahlina Indriyani Asmuruf; Debora Seilin Kasehung
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/hha2z723

Abstract

This study examines the legal protection provided to business actors engaged in franchise partnership agreements, focusing specifically on the issue of contract termination between Indomaret and its partners. In practice, franchise relationships often place partners in a weaker position due to limited access to information, dependence on franchisors’ operational systems, and an unequal bargaining position from the outset. These conditions frequently lead to disputes, especially when franchisors terminate agreements unilaterally or without a clear legal basis. The research employs a normative juridical approach enriched with case study analysis to assess the effectiveness of the Trade Law, franchise regulations, and principles of contract law in protecting partners. Normatively, Indonesian law provides several protective instruments, such as transparency obligations, fairness in drafting contract clauses, and restrictions against arbitrary actions by franchisors. However, implementation remains suboptimal due to franchisors’ dominance in contract drafting, weak government oversight, and limited capacity of partners to assert their rights through legal mechanisms. The Indomaret case study reveals significant imbalances in the distribution of rights and obligations, particularly regarding operational standards and performance evaluations. Therefore, the study highlights the need for stronger government supervision, more transparent and balanced contract arrangements, and improved legal literacy among partners to create a more equitable and proportional franchise partnership framework.
Membaca Mindset Wirausaha: Analisis Determinan Minat Berwirausaha pada Mahasiswa Generasi Z Andalangi Maatuil, Rexy; Maria Bungkaes; Deske Lin Djole; Chrystania Dodopo; Marsya Langi; Jindro Djojobo
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/s29yj609

Abstract

This study aims to deeply analyze the entrepreneurial mindset among Generation Z students and identify the main factors that drive their interest in entrepreneurship. Through a literature review approach, this research examines various academic sources, such as local and international journals, to formulate thinking patterns, internal factors, external factors, and the technological context that influence the entrepreneurial tendencies of this generation. The findings reveal that this mindset is formed by a combination of self-efficacy, desire for autonomy, family support, and entrepreneurial education environment. Furthermore, the advancement of digital technology has been proven to boost entrepreneurial spirit through access to information, new business opportunities, and an online environment that stimulates creativity and innovation. This research emphasizes that Generation Z's interest in entrepreneurship depends not only on personal traits but also on dynamic technological and educational conditions. These findings contribute theoretically to understanding the determinants of entrepreneurship in young generations and provide practical guidance for educational institutions and policymakers to design more appropriate entrepreneurship development programs.
Dampak Transformasi Digital terhadap Daya Saing Organisasi di Era Ekonomi Berbasis AI : studi pada PT Telkom Indonesia Tbk Maatuil, TRexy Andalangi; Jonathan Saerang; Trivan Kesek; Ivan J. Tatulus; Marsyanda L. Pasuma
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/1v5cf481

Abstract

This study analyzes the contribution of digital transformation to strengthening the competitiveness of PT Telkom Indonesia in a technology-driven and artificial intelligence (AI)-based economy. Using a descriptive qualitative approach through literature review and case study analysis of corporate documents, this research examines the role of digital technology integration, organizational restructuring, and the development of digital capabilities. The findings show that Telkom’s digital strategy is reinforced through the adoption of big data analytics, automation, AI-based decision-making, and the development of digital infrastructure such as data centers and cloud services. From the Resource-Based View (RBV) perspective, Telkom’s digital capabilities serve as strategic resources that drive long-term competitive advantage. Through the dynamic capability framework, Telkom also demonstrates adaptive capacity in identifying technological opportunities, developing digital services, and reconfiguring resources in response to industry dynamics. This study concludes that digital transformation significantly contributes to improving operational efficiency, service innovation, and organizational agility, thereby strengthening Telkom’s competitive position in the digitalized telecommunications industry.
Strategi Media Sosial Sebagai Pendorong Pertumbuhan Bisnis: Studi Kasus Shopee Indonesia Maatuil, Rexy Andalangi; Noviyanto Tamatompo; Ferlita Aryanti Pusung; Marcelino Manolimay; Verdinan Liju
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/ja5rd980

Abstract

Shopee Indonesia's social media strategy has proven effective in driving business growth in the competitive digital era. Shopee utilizes various social media platforms, such as Instagram, TikTok, YouTube, and Facebook, to reach a broad, heterogeneous, and active online audience. Each platform is utilized according to its user characteristics through creative, relevant, and interactive content, including sales promotions, thematic campaigns, live streaming, short entertainment, and strategic collaborations with influencers. This approach is not only oriented towards product offerings but also aims to build emotional closeness, trust, and user loyalty through two-way communication. The impact is reflected in increased brand awareness, engagement, frequency of interactions, and active user participation in various Shopee programs and features. Furthermore, consistent brand messaging, utilization of digital trends, and adaptation of platform algorithms further strengthen Shopee's position amidst intense e-commerce competition. Thus, social media strategy plays a significant role as a marketing tool, a means of communication, and a key driver of Shopee Indonesia's sustainable business growth.
Perlindungan Konsumen Dalam Perjanjian Jual Beli Online Maatuil, Rexy Andalangi; Olfina Manatar; Jesica kiara Agumanis; Abbelia Ardiva Bawanda; Zulkifli Liputo; Marchello Rori
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/tx4m0491

Abstract

The development of e-commerce provides convenience for consumers, but also raises various legal issues, especially in online sales agreements. This study aims to analyze the form of consumer protection and determine the extent to which existing regulations are able to provide legal certainty for the parties. The method used is a literature study through a review of books, journals, and laws and regulations relevant to electronic transactions and consumer protection. The results of the study indicate that non-conformity of goods, incomplete product information, and lack of responsibility of business actors remain the main problems experienced by consumers. Although regulations such as the Consumer Protection Law, the ITE Law, and Government Regulation No. 80 of 2019 have provided a legal basis, the effectiveness of their implementation still depends on business actor compliance and consumer literacy levels. This study emphasizes the importance of strengthening education, information transparency, and more intensive supervision to create safe and balanced online transactions for consumers. Consumer protection has been regulated in Law Number 8 of 1999 and regulations related to electronic transactions, but its implementation still faces various obstacles, such as unclear information, seller identity verification, and the effectiveness of complaint channel.
Kajian Teoritas Pengaruh Harga dan Kualitas Produk Terhadap Loyalitas Konsumen pada Bisnis Kuliner Digital Maatuil, Rexy Andalangi; Markus, Jennifer; Anthe, Miquele E. O.; Manoppo, Marchelina A. P.; A. Sagay, Gainfasi; Gabriela Lumi
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/n2jf3r19

Abstract

The rapid expansion of digital culinary businesses has been driven by the increasing use of app-based food delivery platforms. Intense competition requires business owners to understand the key factors influencing consumer behavior, particularly customer loyalty. This study aims to analyze the influence of price and product quality on consumer loyalty in digital culinary businesses through a literature review of relevant scientific articles and books published within the last ten years. The findings indicate that fair, transparent, and competitive pricing significantly shapes repeat purchase decisions. Additionally, consistent product quality that meets expectations and ensures hygiene plays a major role in maintaining consumer trust. The reviewed literature also highlights that both variables simultaneously affect loyalty, with product quality often emerging as the more dominant factor compared to price. The uniqueness of this study lies in its focus on consumer behavior within digital food ecosystems, where ratings, reviews, and app-based service experiences strongly influence purchasing decisions. This study provides valuable implications for digital culinary MSMEs to optimize pricing strategies and improve product quality to sustain consumer loyalty in an increasingly competitive digital marketplace.
Faktor-Faktor Keputusan Pembelian dan Kepuasan Pelanggan (Literature Riview Manajemen Pemasaran) Fikri Rizki Utama; Alika Nuri Syahiroh; Alya Nafiza; Anisa Martha Sujiva; Annisa Adhelia Pratiwi; Hasrun Afandi UmpuSinga
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sfsdms40

Abstract

This study is a literature review that aims to analyze the factors that influence purchasing decisions and customer satisfaction in the context of marketing management. The focus of the study covers four main variables, namely product quality, service quality, price, and customer value. Analysis of various literature sources shows that product quality has a significant effect on purchasing decisions, while service quality, price, and customer value have a strong effect on customer satisfaction levels. In addition, previous studies have also revealed that other variables such as promotion, location, and service processes contribute to satisfaction and purchasing decisions. The findings of this literature review confirm that customer decisions and satisfaction are formed through a combination of interrelated marketing factors. Therefore, companies need to pay attention to all these aspects to increase competitiveness, retain customers, and encourage repeat purchases.
Pengaruh Shoping Lifestyle Gen Z Terhadap Implusif Konsumen Di Tiktok Shop Rexy Andalangi Maatuil; Levina Anita; Rade, Nayoan; Allya Anjeli Delia Lembang; Dorainda Pristy Riahi; Christifora Novalya Lumikis
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/72gksb16

Abstract

  The development of digital technology and the presence of social commerce platforms such as TikTok Shop have changed the shopping patterns of Generation Z in Indonesia. Gen Z is known as the largest TikTok user and is highly responsive to visual content, live streaming, and various promotions, making them more susceptible to impulse buying. This study aims to analyze the influence of shopping lifestyle on impulsive buying among TikTok Shop users aged 13–28 years. The method used is a quantitative approach through a cross-sectional survey with SEM analysis. The results show that shopping lifestyle has a positive and significant influence on the tendency to impulse buy. Perceptions of discounts also mediate this relationship, where promotions such as vouchers and flash sales increase the urge to buy spontaneously. Furthermore, the frequency of TikTok use moderates the influence of shopping lifestyle, so that users with high intensity are more easily driven to buy spontaneously. These findings contribute to the theory of consumer behavior in the digital era.  

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