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Digismantech (Jurnal Program Studi Bisnis Digital)
Published by Universitas Bunda Mulia
ISSN : 27981819     EISSN : 27980819     DOI : http://dx.doi.org/10.30813/
Core Subject : Science, Education, Social,
Computer Science & IT Social Sciences Other
Journal of Digital Business Management and Technology (Journal of Digismantech) aims to provide cutting-edge research and practice in the field of Digital Business. It provides a national publication platform for enhancing the scientific and academic publication of research in the field. Submissions are invited regarding the theoretical or practical implementation of the method and concept development. The subject of contributed articles may include, but is not limited to: -Digital Business Management -Digital Business Technology -Financial Technology -Digital Marketing -Digital Business & E-Commerce -Digital Economics -Cloud Computing -Digital Business Analysis & Design -Content Creation -Statistics Computing -UI/UX Design -Digital Branding -E-Retailing -Customer Relationship Management for Digital Business -Digital Business Strategic -Business Ethics for Digital Business -Services Marketing -Digital Business Valuation -Digital Analytics for Marketing -Digital Project Management -Content Management -Big Data & Business Intelligence -Knowledge Management and Innovation -Cyber Security for Digital Business
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Menejemen Teknologi dan Inovasi
Articles 43 Documents
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ANALISIS IMPLEMENTASI BRAND IMAGE, SOCIAL E-WOM DAN CONTENT MARKETING TERHADAP MINAT PEMBELIAN KEMBALI GOFOOD PADA APLIKASI GOJEK Yandhi Prayuda; Arihta Tarigan
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 2 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i2.7428

Abstract

Technological advancements in Indonesia have brought about new innovations on the internet, leading to the emergence of numerous startups, one of which is Gojek. Gojek is a startup that allows its users to order transportation and online food delivery services. This research employs a quantitative method by distributing online questionnaires via Google Forms and obtaining a total of 133 respondents who meet the research criteria. The data will then be processed using SmartPLS 3 software. The results of this study indicate that Brand Image and Social E-WOM have an effect on Repurchase Intention. And Content Marketing has no effect on Repurchase Intention.Kemajuan teknologi di Indonesia telah menghadirkan inovasi baru pada internet yang membuat banyaknya startup yang hadir salah satunya Gojek. Gojek merupakan salah satu startup yang memungkinkan penggunanya untuk memesan transportasi dan online delivery food. Penelitian ini ,menggunakan metode kuantitatif dengan menyebarkan kuesioner secara online menggunakan media Google Forms dan mendapatkan sebanyak 133 responden yang telah memenuhi kriteria penelitian ini. Lalu selanjutnya data akan diolah menggunakan bantuan Software SmartPLS 3. Hasil dari penelitian ini menunjukkan bahwa Brand Image dan Social E-WOM berpengaruh terhadap Minat Pembelian Kembali. Dan Content Marketing tidak berpengaruh terhadap Minat Pembelian Kembali.
PENGARUH METODE PEMBAYARAN TRANSFER BANK, SHOPEE PAY, SHOPEE PAYLATER, CASH ON DELIVERY TERHADAP KEPUTUSAN PEMBELIAN DALAM APLIKASI SHOPEE (Studi Kasus Pada Pengguna Shopee Marketplace di Kota Tangerang) Steven Leonard; Arihta Tarigan
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 3, No 1 (2023): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v3i1.5221

Abstract

AbstrakAbstrak Penelitian ini dilakukan untuk mengidentifikasi dampak pemilihan metode pembayaran transfer bank, shopee pay, shopee paylater,cash on delivery terhadap keputusan pembelian saat berbelanja secara daring melalui aplikasi Shopee oleh pengguna di Kota Tangerang. Dalam konteks ini, metode pembayaran dianggap sebagai variabel eksogen. yang memengaruhi keputusan pembelian, sedangkan keputusan pembelian dianggap variable endogen, sebagai hasil dari interaksi antara faktor-faktor tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif. Data dianalisis menggunakan analisis model luar, model dalam, dan pengujian hipotesis menggunakan perangkat lunak SmartPLS 3.0. Sampel penelitian dipilih dengan teknik purposive sampling, terdiri dari 100 responden yang telah berbelanja melalui aplikasi Shopee di Kota Tangerang sebanyak minimal dua kali. Data primer diperoleh melalui kuesioner yang disebarkan secara daring, sedangkan data sekunder diperoleh dari buku dan situs web yang relevan dengan masalah yang diteliti. Hasil penelitian ini mengindikasikan bahwa metode pembayaran cash on delivery dan transfer bank memiliki pengaruh yang signifikan terhadap keputusan pembelian ketika berbelanja secara daring melalui aplikasi shopee. Namun, Metode pembayaran shopeepay dan shopee pay later tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian dalam konteks berbelanja online melalui aplikasi Shopee di Kota Tangerang.Kata Kunci: Metode pembayaran, transfer bank, shopeepay, shopeepay later, cash on delivery. AbstractAbstract-This research was conducted to identify the impact of choosing the payment method bank transfer, shopee pay, shopee paylater, cash on delivery on purchasing decisions when shopping online via the Shopee application by users in Tangerang City. In this context, payment method is considered an exogenous variable. that influences purchasing decisions, while purchasing decisions are considered endogenous variables, as a result of the interaction between these factors. This research uses a quantitative approach with associative methods. Data were analyzed using outer model analysis, inner model analysis, and hypothesis testing using SmartPLS 3.0 software. The research sample was selected using a purposive sampling technique, consisting of 100 respondents who had shopped via the Shopee application in Tangerang City at least twice. Primary data was obtained through questionnaires distributed online, while secondary data was obtained from books and websites that were relevant to the problem under study. The results of this research indicate that cash on delivery and bank transfer payment methods have a significant influence on purchasing decisions when shopping online via the Shopee application. However, the shopeepay and shopee pay later payment methods do not have a significant influence on purchasing decisions in the context of online shopping via the Shopee application in Tangerang City. Keywords: Payment methods, bank transfer, shopeepay, shopeepay later, cash on delivery.
THE RELATIONSHIP OF EMOTIONAL INTELLIGENCE, WORK ENVIRONMENT, AND COMPANY REPUTATION TO MILLENNIAL GENERATION TURNOVER INTENTION MEDIATED BY JOB SATISFACTION DURING THE COVID-19 PANDEMIC Julius Sutrisno; Chandra Wibowo Widhianto
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 1, No 2 (2021): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v1i2.3366

Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara Emotional Intelligence, Lingkungan Kerja, dan Reputasi Perusahaan terhadap turnover intention yang dimediasi oleh kepuasan kerja pada karyawan generasi milenial dimasa pandemik Covid yang berlokasi di Jabodetabek. Teknik sampling yang digunakan dalam penelitian ini adalah non-probability sampling dengan metode pengumpulan data menggunakan kuesioner yang disebarkan secara online, dengan jumlah responden sebanyak 200 orang. Teknik analisis data yang digunakan adalah regresi berganda yang diolah dengan menggunakan software SPSS. Hasil penelitian ini menunjukkan bahwa: (1) kepuasan kerja berpengaruh positif signifikan terhadap Turnover Intention (2) Emotional Intelligence berpengaruh positif signifikan terhadap kepuasan kerja (3) lingkungan kerja berpengaruh positif signifikan terhadap kepuasan kerja . (4) Reputasi perusahaan berpengaruh positif signifikan terhadap kepuasan kerja. (5) Emotional intelligence berpengaruh positif signifikan terhadap turnover intention yang dimediasi oleh kepuasan kerja. (6) Lingkungan kerja berpengaruh positif signifikan terhadap turnover intention yang dimediasi oleh kepuasan kerja . (7) Reputasi perusahaan berpengaruh positif signifikan terhadap turnover intention yang dimediasi oleh kepuasan kerja . (8) Emotional intelligence berpengaruh positif signifikan terhadap turnover intention. (9) Kepuasan kerja  berpengaruh positif signifikan terhadap turnover intention. (10) Reputasi perusahaan berpengaruh positif signifikan terhadap turnover intention. Penelitian ini masih memiliki beberapa keterbatasan antara lain penyebaran kuesioner yang dilakukan secara online, sehingga terkadang tidak menunjukkan pendapat responden yang sebenarnya karena perbedaan pemikiran atau pemahaman. Jumlah responden yang hanya 200 orang tentu masih kurang menggambarkan keadaan yang sebenarnya. Objek penelitian hanya difokuskan pada karyawan generasi milenial di wilayah Jabodetabek. Beberapa implikasi dari penelitian ini adalah perusahaan dapat meningkatkan tingkat emotional intelligence karyawan, lingkungan kerja, dan reputasi perusahaan untuk dapat lebih meningkatkan tingkat kepuasan kerja  karyawan. Masih perlu dilakukan penelitian lebih lanjut dengan menggunakan indikator atau variabel yang berbeda untuk mengkaji penyebab tingginya turnover intention khususnya pada generasi milenial.Kata kunci: Emotional Intelligence, Lingkungan Kerja, Reputasi Perusahaan, Kepuasan Kerja, Turnover Intention. This study aims to determine the relationship between emotional intelligence, work environment, and company reputation on turnover intention mediated by job satisfaction for millennial generation employees during the Covid pandemic located in Greater Jakarta. The sampling technique used in this study is non-probability sampling with data collection methods using questionnaire distributed online, with a total of 200 respondents. The data analysis technique used is multiple regression processed using SPSS software. The results of this study indicate that: (1) Job satisfaction has a significant positive effect on Turnover Intention (2) Emotional Intelligence has a significant positive effect on job satisfaction. (3) The work environment has a significant positive effect on job satisfaction. (4) Company reputation has a significant positive effect on job satisfaction. (5) Emotional Intelligence has a significant positive effect on turnover intention, mediated by job satisfaction. (6) Work environment has a significant positive effect on turnover intention mediated by job satisfaction. (7) Company reputation has a significant positive effect on turnover intention mediated by job satisfaction. (8) Emotional Intelligence has a significant positive effect on turnover intention. (9) Job satisfaction has a significant positive effect on turnover intention. (10) Company reputation has a significant positive effect on turnover intention. This study still has several limitations, among others, the distribution of questionnaires conducted online, so that sometimes it does not show the actual opinion of the respondents due to differences in thinking or understanding. The number of respondents, which is only 200 people, is of course still lacking in describing the actual situation. The object of research is only focused on millennial generation employees in the Greater Jakarta area. Some of the implications of this research are that companies can increase the level of emotional intelligence of employees, work environment, and company reputation to be able to further increase the level of employee job satisfaction. It is still necessary to do further research using different indicators or variables to examine the causes of high turnover intention, especially in the millennial generation.Keywords: Emotional Intelligence, Work Environment, Company Reputation, Job Satisfaction, Turnover Intention.
Menakar Potensi Pasar E-Commerce: Pelajaran dari Kesuksesan dari Platform E-Commerce Alibaba Antonius Felix; Julius Sutrisno; Alden Jonathan Wijaya; William Hakim; Niko Niko; Daniel Wilson
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 2 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i2.9214

Abstract

Perkembangan e-commerce global menuntut strategi inovatif untuk meraih kesuksesan berkelanjutan. Tujuan penelitian ini adalah untuk menganalisis strategi kunci yang diterapkan Alibaba Group dalam mendominasi pasar domestik dan memperluas jangkauan internasionalnya, serta menarik relevansinya bagi pengembangan e-commerce di Indonesia. Metode yang digunakan adalah kualitatif dengan pendekatan studi pustaka (library research), yang mengandalkan analisis data sekunder dari laporan tahunan, jurnal akademis, dan publikasi terpercaya. Hasil penelitian mengidentifikasi tiga pilar strategi utama yang mendorong kesuksesan Alibaba: (1) Inovasi pemasaran melalui penciptaan dan pengembangan festival belanja "Single's Day" (11.11) yang memanfaatkan diskon besar-besaran, konten kreatif, dan teknologi kecerdasan artifisial; (2) Ekspansi global yang agresif melalui strategi Mergers and Acquisitions (M&A), seperti pengambilalihan Lazada di Asia Tenggara, untuk penetrasi pasar yang cepat dan efektif; serta (3) Implementasi filosofi "Customers First" yang diwujudkan melalui kemudahan transaksi, dukungan komprehensif bagi merchant, dan jaminan kualitas layanan. Strategi-strategi ini sukses karena didukung oleh pemahaman mendalam tentang perilaku konsumen Tiongkok yang melekat pada media sosial dan sangat responsif terhadap nilai serta promosi. Kesimpulan dari studi ini adalah bahwa kesuksesan Alibaba menawarkan pelajaran penting bagi pelaku e-commerce, khususnya di Indonesia, tentang pentingnya menciptakan inovasi pemasaran yang disruptif, melaksanakan ekspansi strategis yang terencana, dan menempatkan pengalaman pelanggan sebagai inti dari semua operasional bisnis untuk membangun keunggulan kompetitif yang berkelanjutan.
Can User-Generated Content Drive the Purchase of Sustainable Products? Exploring the Role of Persuasion Knowledge Among Young Consumers in Jakarta Agung Stefanus Kembau; Fresi Beatrix Lendo; Antonius Felix; Steffie Debbyana Wijaya
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8309

Abstract

This study explores the significant influence of User-Generated Content (UGC) on the purchase intention for sustainable products among young consumers in Jakarta, Indonesia, with persuasion knowledge acting as a mediating factor. In an era where digital platforms are reshaping consumer behavior, especially in emerging markets, understanding the role of UGC in driving sustainable consumption is essential. While UGC's impact on general consumer behavior is well-documented, its specific effect on sustainability-driven decisions remains underexplored. This study addresses this gap by examining how young, digitally-engaged consumers interpret UGC and how their awareness of persuasive intent shapes their willingness to purchase sustainable products. Employing a quantitative approach, data was collected from 158 respondents in Jakarta, revealing that UGC significantly enhances purchase intention, with persuasion knowledge amplifying this effect. The findings underscore the pivotal role of digital content in fostering sustainable consumption and provide valuable insights for marketers looking to leverage UGC in promoting environmentally-conscious consumer behavior in Indonesia’s rapidly evolving digital ecosystem.
Pengaruh NCT Dream Sebagai Brand Ambassador Mie Lemonilo Terhadap Keputusan Pembelian Produk Viviana Viviana; Ruth Nattassha
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 1 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i1.6012

Abstract

Abstrak Lemonilo pertama kali muncul sebagai sebuah brand dengan menggunakan konsep mie instan sehat yang tidak menggunakan bahan pewarna dan pengawet. Dilansir dari riset yang dimuat di Kompas pada tahun 2022 ditemukan bahwa Lemonilo menempati urutan ke empat pada top brand penjualan mi instan goreng terlaris di marketplace seperti Shopee dan Tokopedia periode 17 - 31 januari 2022. Hal ini menunjukkan bahwa mie Lemonilo kurang cukup populer dibandingkan dengan merek mie instan lain yang sudah lebih dulu beredar di pasaran. Penelitian dilakukan untuk mengetahui apakah penggunaan brand ambassador NCT Dream dapat meningkatkan pembelian mie Lemonilo. Berdasarkan analisis data tentang hubungan antara NCT Dream sebagai Brand Ambassador dengan Keputusan Pembelian Mie Lemonilo di daerah JABODETABEK dengan menggunakan beberapa jenis uji yaitu uji korelasi , uji t, dan uji f maka dapat diketahui bahwa nilai korelasi yang didapatkan adalah 0,705 dimana tanda korelasinya adalah positif artinya NCT Dream sebagai Brand Ambassador memiliki hubungan terhadap keputusan pembelian yang dilakukan pada brand mie lemonilo. Selain itu berdasarkan uji t dan uji f juga didapatkan hasil hipotesis H1 diterima artinya Pemilihan NCT Dream sebagai brand ambassador dapat membantu meningkatkan keputusan pembelian konsumen terhadap produk Mie Lemonilo diterima. Kata Kunci: brand ambassador, keputusan pembelian, regresi linear Abstract               Lemonilo first appeared as a brand using the concept of healthy instant noodles that do not use dyes and preservatives. Reported from research published in Kompas in 2022, it was found that Lemonilo was ranked fourth in the top brands of best-selling fried instant noodles in marketplaces such as Shopee and Tokopedia for the period 17-31 January 2022. This shows that Lemonilo noodles are not very popular compared to other instant noodle brands that have been on the market for a long time. The study was conducted to determine whether the use of the NCT Dream brand ambassador could increase purchases of Lemonilo noodles. Based on data analysis on the relationship between NCT Dream as a Brand Ambassador and Lemonilo Noodle Purchasing Decisions in the JABODETABEK area using several types of tests, namely correlation tests, t tests, and f tests, it can be seen that the correlation value obtained is 0.705 where the correlation sign is positive, meaning that NCT Dream as a Brand Ambassador has a relationship with purchasing decisions made on the Lemonilo noodle brand. In addition, based on the t-test and f-test, the results of the H1 hypothesis were accepted, meaning that the selection of NCT Dream as a brand ambassador can help increase consumer purchasing decisions for Mie Lemonilo products. Keywords:  brand ambassador, purchase decision, linear regression 
PENGARUH SALES PROMOTION TERHADAP REPURCHASE INTENTION MELALUI IMPULSIVE BUYING PENGGUNA SHOPEE Marcelino Antonius; Arihta Tarigan
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 3, No 1 (2023): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v3i1.5217

Abstract

Abstrak - Penelitian ini dilakukan untuk melihat pengaruh flash sale, gratis ongkos kirim, dan potongan harga terhadap niat beli ulang yang dimediasi oleh impulsive pembelian impulsif di Shopee di kalangan mahasiswa Tangerang. Dengan menggunakan metode kuantitatif, data dikumpulkan melalui kuesioner google form. Responden yang diperoleh sebanyak 100 koresponden yang memenuhi syarat, kemudian diolah dengan Hasil penelitian ini menunjukkan bahwa variabel flash sale dan price discount memiliki pengaruh langsung langsung terhadap pembelian impulsif di Shopee. variabel flash sale dan price discount memiliki pengaruh impulsive buying dan memiliki pengaruh tidak langsung terhadap repurchase intention. Sedangkan variabel gratis ongkos kirim tidak berpengaruh langsung langsung terhadap impulsive buying dan tidak memiliki pengaruh langsung terhadap repurchase intention. terhadap impulsive buying dan tidak memiliki pengaruh tidak langsung terhadap niat beli ulang. terhadap niat beli ulang. Keywords: Flash sale, Gratis ongkir, Price discount, Impulsive buying, Repurchase intentionAbstract - This study was conducted to see the effect of flash sales, free shipping, and price discounts on Repurchase intention mediated by impulsive buying at Shopee among Tangerang students. Using quantitative methods, data was collected through a google form questionnaire. Respondents obtained were 100 qualified correspondents, then processed with software The results of this study indicate that the flash sale and price discount variables have a direct influence on impulsive buying on Shopee. sale and price discount variables have a direct influence on impulsive buying and have an indirect effect on repurchase intention. Meanwhile, the free shipping variable has no direct effect on impulsive buying and has no direct effect on repurchase intention. on impulsive buying and has no indirect effect on repurchase intention. on repurchase intention.  Keywords: Flash sale, Free Shipping, Price discount, Impulsive buying, Repurchase intention
Analisis Implementasi Social Media Marketing terhadap Minat Pembelian Produk Kecantikan pada Tiktok dengan Influencer Sebagai Variabel Mediasi Monica Octavia; Arihta Tarigan
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 5, No 1 (2025): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v5i1.8426

Abstract

Kemajuan teknologi di Indonesia telah menghadirkan inovasi baru pada internet yang membuat banyaknya media sosial yang hadir salah satunya TikTok. TikTok merupakan salah satu media sosial yang memungkinkan penggunanya untuk menciptakan konten variatif seperti konten komedi, edukasi, tantangan (challenge), serta tarian (dance) dengan memanfaatkan fitur berupa penyuntingan dan pembuatan video. Saat ini banyak influencer yang hadir di TikTok dikarenakan adanya inovasi TikTok Shop. Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner secara online menggunakan media Google Forms dan mendapatkan sebanyak 100 responden yang telah memenuhi kriteria penelitian ini. Lalu selanjutnya data akan diolah menggunakan bantuan software SmartPLS 3. Hasil dari penelitian ini menunjukkan bahwa Social Media Marketing dan Brand Equity berpengaruh terhadap Influencer. Dan Influencer berpengaruh terhadap Minat Pembelian. Dan juga Social Media Marketing dan Brand Equity berpengaruh secara tidak langsung terhadap Minat Pembelian. 
PENGARUH FUNCTIONAL QUALITY DAN HEDONIC QUALITY TERHADAP LOYALTY PADA FLASHPACKER OTA AGODA Edo Prasetyo
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 1, No 1 (2021): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v1i1.2290

Abstract

Latar belakang penelitian ini adalah Agoda yang jumlah pengunjungnya semakin menurun dari tahun ke tahun, padahal Agoda merupakan pelopor Online Travel Agent (OTA) di Indonesia. Jumlah pengunjung terus menurun menunjukkan kalau banyak konsumen yang tidak mempunyai loyalty terhadap Agoda.  Pada penelitian sebelumnya yang dilakukan oleh Jasmina Berbegal-Mirabent et al. (2015) tentang faktor-faktor yang mempengaruhi perilaku pembelian online di bidang turis, disebutkan bahwa untuk meningkatkan loyalty konsumen, OTA harus meningkatkan kualitas pada website atau aplikasinya, baik kualitas secara fungsional (functional quality) maupun secara hedonis (hedonic quality). Penelitian ini bertujuan untuk mengetahui pengaruh functional quality dan hedonic quality terhadap loyalty yang dimediasi oleh perceived value, dan dimoderasi switching cost pada flashpacker OTA Agoda. Penelitian ini menggunakan metode kuantitatif. Fokus penelitian ada pada flashpacker Agoda yang pernah menggunakan Agoda minimal sebanyak dua kali dan berdomisili di Jakarta, Bogor, Depok, Tangerang, dan Bekasi (Jabodetabek). Data primer diperoleh melalui kuesioner yang disebarkan secara online ke 391 responden, terdiri dari 42 pertanyaan yang telah diuji validitas dan reliabilitasnya. Penghitungan data responden dihitung menggunakan Structural Equation Model (SEM) dengan SmartPLS versi 3.2.8. Hasil dan kesimpulan dari penelitian ini menemukan bahwa terdapat pengaruh yang signifikan antara functional quality dan hedonic quality terhadap perceived value. Perceived value juga memiliki pengaruh yang signifikan terhadap loyalty. Sedangkan switching cost tidak signifikan sebagai pemoderasi pengaruh perceived value terhadap loyalty.Kata kunci: functional, hedonic, quality, perceived value, loyaltyThe background of this study is Agoda’s visitors who decrease from years to years, even though Agoda is pioneer of Online Travel Agent (OTA) in Indonesia. Number of visitors show that many consumers do not have loyalty to Agoda. At previous study by Jasmina Berbegal-Mirabent et al. (2015) about the factors that affect online purchasing behavior in tourism, it is said that to increase consumer loyalty, OTA must increase quality of website or application, in functional quality and hedonic quality. The purpose of this study is to learn the influence of functional quality and hedonic quality on loyalty which are mediated by perceived value, and is moderated by switching cost on flashpacker of OTA Agoda. This study uses quantitative method. Respondents in this study were flashpackers of Agoda who have used Agoda for minimal two times and live in Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). The primer data is collected by questionnaire which is spread by online to 391 respondents, which has 42 question that has been tested its validity dan reliability. The data calculation of respondents is counted by Structural Equation Model (SEM) with SmartPLS version 3.2.8. The result and the summary of this study is the significant influence of functional quality and hedonic quality on perceived value. Perceived value also has significant influence on loyalty. While switching cost is no significant in moderating the influence relation of perceived value and loyalty.Keywords: functional, hedonic, quality, perceived value, loyalty
The Impact of Shopee PayLater on Students' Consumptive Behavior: Between Convenience and Traps Antonius Felix; Vindis Vindis; Yulianto Yulianto; Rivaldo Lyem Tratabofa Hutasoit; Fanuel Alexander; Julius Sutrisno
Digismantech (Jurnal Program Studi Bisnis Digital) Vol 4, No 2 (2024): Jurnal Digismantech (Digital Business Management and Technology)
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/digismantech.v4i2.7358

Abstract

This study aims to examine the in-depth impact of using the Shopee PayLater feature on students' consumptive behavior. Through in-depth interviews with a number of active Shopee PayLater users, this study reveals a significant correlation between the use of this feature and increased consumptive behavior. The ease of access, attractive promotions, and payment flexibility offered by Shopee PayLater are the main attractions for students.The research findings show that students tend to use Shopee PayLater to meet urgent needs, such as buying books, stationery, or other daily necessities. However, this easy access also triggers uncontrolled consumptive behavior, such as purchasing unnecessary items or making impulsive purchases driven by promotions. In addition, the payment flexibility offered by Shopee PayLater can make students feel more comfortable with debt and postpone payments, potentially leading to financial problems in the future.This study also identifies other factors that influence the consumptive behavior of Shopee PayLater-using students, such as peer influence, consumptive lifestyles, and financial literacy levels. Students with a more consumptive social environment are more likely to be influenced to use Shopee PayLater excessively. Moreover, students with low financial literacy levels tend to have difficulty managing their finances and are more susceptible to the temptation to make impulsive purchases.Based on the results of this study, it can be concluded that Shopee PayLater has a complex impact on students' consumptive behavior. On the one hand, this feature provides convenience and flexibility that is much needed, especially for students with financial constraints. On the other hand, this ease can also trigger unhealthy consumptive behavior if not managed well. Therefore, it is important for students to have adequate financial literacy to be able to use this feature wisely and avoid financial problems in the future.

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