Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen
REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen adalah jurnal yang dikelola dan diterbitkan sebanyak dua kali dalam setahun (April dan Oktober) oleh PT Abig Rizky Publisher sejak tahun 2025, yang bertujuan untuk memfasilitasi pemahaman yang lebih baik tentang bisnis digital, akuntansi, kewirausahaan dan ilmu manajemen berbasis penelitian di kalangan akademisi dan peneliti.
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<![CDATA[PENGARUH LIVE STREAMING DAN AFFILIATE MARKETING TERHADAP KEPUTUSAN PEMBELIAN MILENIAL PENGGUNA SHOPEE SUKABUMI ]]>
<![CDATA[sari, Novita]]>;
<![CDATA[Haryanto, Friyadi]]>;
<![CDATA[Slamet Rachmadi, Lucky]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the influence of livestreaming and affiliate marketing on purchasing decisions on the Shopee application, with a case study of the Millennial Generation in Sukabumi City. The research employs a quantitative approach with an associative method to examine the relationships and effects among variables. Data were collected through questionnaires distributed to 100 respondents who are active Shopee users and have made purchases via the Shopee Live feature or affiliate links. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 26. The results indicate that, partially, livestreaming has a positive and significant effect on purchasing decisions. This suggests that real-time interaction, product demonstrations, and two-way communication in livestreaming can enhance consumer trust and purchase intention. In addition, affiliate marketing is also proven to have a positive and significant effect on purchasing decisions, reflecting the strong role of recommendations from content creators or affiliates in shaping consumer perceptions and confidence. Simultaneously, livestreaming and affiliate marketing have a significant effect on purchasing decisions, with a coefficient of determination of 69.8%. This means that both variables are able to explain a large proportion of the variance in consumer purchasing decisions. These findings confirm that interactive and recommendation-based digital marketing strategies play a strategic role in encouraging consumer purchasing decisions on e-commerce platforms such as Shopee.]]>
<![CDATA[KONTEN DIGITAL DAN PROMOSI ONLINE MENDORONG MINAT BELI KONSUMEN BOLU AMOR ]]>
<![CDATA[Ratu Ipmawati, Irfan Hary Purwanto]]>;
<![CDATA[Ida Farida, Rizky Hilal]]>;
<![CDATA[Sumiyati, Sendi Permana]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the influence of digital marketing content and the intensity of online promotion on consumers’ purchase intention toward the local culinary product Bolu Amor. Amid increasingly intense competition in the culinary sector, optimizing digital marketing strategies has become a key factor in attracting consumer attention. The research employs a quantitative approach with descriptive and verificative methods. Data were collected through an online survey of 100 respondents selected using purposive sampling, with criteria limited to consumers exposed to Bolu Amor’s digital activities. Data analysis was conducted using multiple linear regression with SPSS software. The partial results indicate that digital marketing content has a positive and significant effect on purchase intention (t-value = 4.876), as does online promotion intensity (t-value = 3.982). Simultaneously, both variables significantly influence consumers’ purchase intention, as indicated by an F-value of 38.642. The Adjusted R Square value of 0.771 suggests that 77.1% of the variation in purchase intention is explained by digital content and online promotion, while the remainder is influenced by other factors outside the model. These findings confirm that the integration of creative visual content and consistent promotional frequency is crucial in stimulating consumers’ purchase intentions.]]>
<![CDATA[PENGARUH STRATEGI DIGITAL MARKETING TERHADAP BRAND AWARENESS DAN LOYALITAS PELANGGAN STARTUP E-COMMERCE ]]>
<![CDATA[Ali, Ali Marwan Hanan]]>;
<![CDATA[Puteri Andini, Dea]]>;
<![CDATA[Galank Oktavan, Doa]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the effect of digital marketing strategies on brand awareness and customer loyalty in e-commerce startups, specifically Shopee and Tokopedia in Indonesia. Digital transformation has changed consumer shopping behavior, making brand strength and emotional closeness key to business sustainability. The method used is a quantitative associative approach with a sample of 100 active users selected through purposive sampling. Primary data were collected through structured questionnaires and analyzed using multiple linear regression with the help of SPSS software. The results show that digital marketing strategies have a positive and significant effect, both partially and simultaneously, on brand awareness and customer loyalty. The Adjusted R Square value of 0.712 indicates that digital marketing strategies are able to explain 71.2% of the variation in the two dependent variables, while the remainder is influenced by factors outside the model. These findings confirm that instruments such as social media, digital advertising, SEO, and application-based promotions play a dominant role in increasing brand recognition and building long-term consumer commitment amid intense digital market competition.]]>
<![CDATA[PENGARUH LIVE STREAMING DAN KONTEN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN E-COMMERCE SHOPEE ]]>
<![CDATA[Fadillah, Elfani]]>;
<![CDATA[Indah.S, Desshita]]>;
<![CDATA[Ramdani, Fahad]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the effect of live streaming and promotional content on consumers’ purchase decisions on the Shopee e-commerce platform, both partially and simultaneously. The method used is a quantitative approach with an associative research design. The research population includes all Shopee consumers who have watched the live streaming feature and viewed promotional content, with a sample size of 100 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software.The results show that, partially, the live streaming variable has a positive and significant effect on purchase decisions. Likewise, the promotional content variable is also found to have a positive and significant effect on purchase decisions on a partial basis. Simultaneously, the test results prove that live streaming and promotional content have a positive and significant effect on consumers’ purchase decisions. The Adjusted R Square value of 0.720 indicates that these two variables are able to explain 72% of the variation in purchase decisions, while the remaining percentage is influenced by other factors outside this research model. These findings emphasize the importance of real-time interaction and the quality of digital content in marketing strategies to influence shopping behavior in the digital era.]]>
<![CDATA[PENGARUH FLASH SALE DAN GRATIS ONGKIR TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE MAHASISWA SUKABUMI ]]>
<![CDATA[Agustian, Sultan]]>;
<![CDATA[Adistria, Fisxi]]>;
<![CDATA[Al Giffari, M.Raffli]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to empirically test and analyze the influence of flash sales and free shipping on e-commerce purchase decisions among students in the Sukabumi region. Using a causal quantitative approach, the study involved 100 respondents selected through non-probability sampling with a purposive sampling method. Data were collected using a structured questionnaire and analyzed through a Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) with the assistance of SmartPLS 3 software. The results show that the flash sale variable has a positive and significant effect on purchase decisions with a t-statistic value of 4.557 and a p-value of 0.000. Likewise, the free shipping variable also demonstrates a positive and significant effect with a t-statistic value of 6.132. The R-Square value of 0.958 indicates that these two promotional strategies simultaneously explain 95.8% of the variance in consumer purchase decisions. These findings confirm that promotional strategies based on time urgency and free shipping incentives are highly effective in encouraging digital shopping behavior among students, with free shipping found to have a relatively stronger influence than flash sales.]]>
<![CDATA[DAMPAK FITUR LIVE SHOPPING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION ]]>
<![CDATA[Kristiawati, Sonia]]>;
<![CDATA[Maulidina, Silvana]]>;
<![CDATA[Eka Fujianti, Resya]]>;
<![CDATA[Aqlimah Azeljilia Mumtaz, Nadia]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the effect of the TikTok Live Shopping feature on purchase decisions for fashion products. This phenomenon reflects a shift in marketing from a transaction-based approach toward an interactive experience-based approach. The method used is a quantitative approach with an associative design involving 96 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through classical assumption tests and simple linear regression analysis with the assistance of SPSS software. The results show that the TikTok Live Shopping feature has a positive and significant partial effect on purchase decisions, with a t-value of 14.812 (> 1.96) and a significance level of 0.000. The coefficient of determination (R²) of 0.693 indicates that this feature contributes 69.3% to influencing fashion product purchase decisions. Simultaneously, the regression model is declared significant with an F-value of 219.429. In conclusion, the integration of real-time interaction, entertainment, and transactional convenience within this feature is empirically proven to encourage and strengthen consumers’ purchase decisions]]>
<![CDATA[OPTIMALISASI LIVE STREAMING DAN FLASH SALE TIKTOK–TOKOPEDIA UNTUK PRODUK WARDAH ]]>
<![CDATA[Pernando Suherman, Perry]]>;
<![CDATA[Siswandi, Zerry]]>;
<![CDATA[haditya, Iqbal]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[Advancements in digital technology have driven major transformations in the commerce sector, particularly through the integration of TikTok Shop features into the Tokopedia ecosystem. This study aims to empirically examine and analyze the effects of live streaming effectiveness and flash sales on purchase decisions for Wardah cosmetic products on the TikTok–Tokopedia platform. Using a quantitative method with a causal research design, the study involved 100 respondents in the Sukabumi area selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 3 software. The results indicate that live streaming effectiveness has a positive and significant effect on purchase decisions, with a t-statistic value of 4.587 and a path coefficient of 0.492. In addition, the flash sale strategy is also proven to have a significant effect on purchase decisions, with a t-statistic of 4.498 and an identical path coefficient. The R² value of 0.939 suggests that 93.9% of the variance in purchase decisions can be explained by these two variables, while the Q² value of 0.659 confirms that the model has very strong predictive relevance. These findings conclude that optimizing real-time interaction and urgency-based promotions is crucial in driving consumer purchase decisions in the digital era.]]>
<![CDATA[PERAN DIGITAL BRANDING DAN E-WOM DALAM MEMBENTUK KEPUTUSAN PEMBELIAN FASHION ONLINE ]]>
<![CDATA[Janwari, Gita]]>;
<![CDATA[Salsabila, Kirana]]>;
<![CDATA[Sendi Pamungkas, Muhammad]]>
<![CDATA[ REUGREUG: Jurnal Bisnis Digital, Akuntansi, Kewirausahaan, dan Manajemen Vol. 2 No. 01 (2026): April ]]>
Publisher : <![CDATA[PT. ABIG RIZKY PUBLISHER ]]>
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<![CDATA[This study aims to analyze the influence of digital branding and electronic word of mouth (e-WOM) on online fashion purchase decisions in Indonesia. Using a quantitative associative approach, data were collected from 100 respondents through purposive sampling with criteria of consumers who had been exposed to digital branding activities and online reviews. Data analysis was conducted using multiple linear regression with SPSS software. The results show that, partially, digital branding has a positive and significant effect on purchase decisions (t = 4.247), as does e-WOM (t = 4.817). Simultaneously, both variables have a significant effect on purchase decisions, with an F-value of 118.927. The Adjusted R Square value of 0.741 indicates that 74.1% of the variation in purchase decisions can be explained by digital branding and e-WOM, while the remaining variance is influenced by other factors. These findings emphasize the importance of a consistent brand identity strategy and credible management of consumer reviews in driving transactions in the digital fashion industry.]]>
