E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS)

PENGARUH DISKON, E-WOM DAN GENDER TERHADAP PEMBELIAN IMPULSIF PRODUK KULINER SECARA ONLINE PADA MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI WIRANEGARA

Dhevika Thentaria Difana, Sugeng Pradikto, Suchaina Suchaina — Sun, 01 Dec 2024 22:38:19 +0700

This study aims to determine how much influence partially or simultaneously from the variables of discounts, e-WOM, and gender on Impulsive Purchases of Culinary Products Online on Economic Education Students at PGRI Wiranegara University.

Food delivery service applications that are often used by consumers are applications such as Gofood, Grabfood, Shopeefood. When buying food or drinks, customers can buy easily and practically thanks to the growing food delivery service. Impulse purchases can occur suddenly, one of which triggers the desire to buy goods without planning or spontaneously, namely the existence of discounts or discounts given.

This study uses quantitative research methods, data collection using a questionnaire or questionnaire distributed to 72 respondents. Data processing using the SPSS version 25 application. The data analysis technique consists of validity test, reliability test, descriptive analysis, classical assumption test, multiple linear regression test and hypothesis testing.

The results showed that (1) there is a partial effect of discounts on impulse purchases of culinary products online on Economic Education Students of PGRI Wiranegara University (2) there is a partial effect of e-WOM on impulse purchases of culinary products online on Economic Education Students of PGRI Wiranegara University. (3) there is a partial influence of Gender on impulsive purchases of culinary products online on Economic Education Students of PGRI Wiranegara University (4) there is a simultaneous influence of discounts, e-WOM and Gender on impulsive purchases of culinary products online on Economic Education Students of PGRI Wiranegara University.

TEKNOLOGI INFORMASI DAN PERTUMBUHAN UMKM: SEBUAH PENELITIAN AWAL

Fahra Muftia Maresti, M Andrean Pratama, Tedy Setiawan Saputra — Sun, 01 Dec 2024 22:53:09 +0700

This research explores the influence of Information Technology on the growth of Micro, Small, and Medium Enterprises (MSMEs) in Palembang City. Through qualitative methods and a literature study of 11 journal articles, it was found that Information Technology has a significant positive impact on the development of MSMEs. Information Technology facilitates various aspects of MSME operations, including sales, promotion, communication, and information dissemination. Data shows that internet usage in Palembang reached 1,430,087 people, while the number of MSMEs in South Sumatra reached 860,000 businesses. However, there is a decrease in the number of MSMEs in Palembang City from 8,881 in 2019 to 7,500 in 2020. This research highlights the importance of Information Technology adoption for the sustainability and growth of MSMEs, and underscores the need for more effective strategies to support MSMEs in the digital era.

PENGARUH KEPERCAYAAN, FASILITAS DAN KUALITAS PELAYANAN TERHADAP KEPUASAN NASABAH PT. BPR BKK PURWOKERTO KANTOR CABANG TAMBAK

Yulia Eka Susanti — Mon, 02 Dec 2024 09:58:05 +0700

This study aims to find out more deeply related to: Trust, Facilities, and Service Quality towards Customer Satisfaction. Customer satisfaction is very urgent, especially for financial institutions (banking). The research problem is whether Trust, Facilities, and Service Quality have an influence in determining Customer Satisfaction and the aim is to find out whether Trust, Facilities, and Service Quality have an influence on Customer Satisfaction.

The method in this study uses a quantitative approach using multiple linear regression analysis. In this study, the population was new customers of PT. BPR BKK Purwokerto Tambak Branch Office for the period of October 2021, as many as 390 (three hundred and ninety) customers. In the study, samples were taken using slovin and the sample was 80 respondents, sampling using Accidental sampling. Data analysis using multiple regression, t and F hypothesis tests, R square with the help of SPSS application

The results of the study based on data processing obtained the results of the t test of the trust factor variable (X1) obtained a t count value of -0.283 and a t table of 1.665. This means that t count <t table while the significance is 0.778 where this value is> 0.05. Therefore, the t count value <t table (-0.283 <1.665) there is no significant influence between the trust factor and customer satisfaction. The facility factor variable (X2) obtained a t count value of 4.715 and a t table of 1665. This means that t count> t table while the significance is 0.000 where this value is <0.05. Therefore, the t count value> t table 4.715> 1.665) there is a significant influence between the facility factor and customer satisfaction. The service quality factor variable (X3) obtained a t-value of 8.442 and a t-table of 1.665. This means that t-value > t-table while the significance is 0.000 where this value is <0.05. Therefore, the t-value > t-table (8.442 > 1.665) there is a significant influence between the service quality factor and customer satisfaction. From the Anova test, the F-value > F-table is 155.128 > 2.72 with a significance level of 0.000. Because the probability (0.000) is much more <0.05, it means that the model is fit. The coefficient of determination can be seen from the R square of 0.860. That the variables of trust, facilities and service quality are able to explain customer satisfaction by 86%, the rest are other variables.

Based on the results of the study, PT. BPR BKK Purwokerto Tambak Branch Office needs to pay close attention to the Trust, facilities and service quality factors so that customer satisfaction increases.

PENGARUH PEMBERIAN DANA PENGEMBANGAN, BUSINESS COACHING, DAN MARKETING TERHADAP KEBERHASILAN USAHA PESERTA P2MW

Widya Maulidiananda, Nunuk Indarti, Etta Mamang Sangadji — Mon, 02 Dec 2024 10:25:47 +0700

The Independent Learning-Independent Campus (MBKM) policy through the Student Entrepreneurship Development Program (P2MW) was launched by the Ministry of Education, Culture, Research, and Technology to prepare students to face the world of work and strengthen the entrepreneurial ecosystem by funding student proposals at Universitas PGRI Wiranegara. With this funding and mentoring, it is hoped that the success of student businesses will increase and develop innovative, impactful, and sustainable characters. The purpose of this study was to determine the effect of providing development funds, business coaching, and marketing on business success. The research design used was causal and descriptive using quantitative methods; the instruments used were questionnaires given to 40 research samples. The analysis tests used were the classical assumption test and multiple linear regression analysis, followed by partial tests and simultaneous tests. The results of the study showed that there was a positive and significant influence, partially and simultaneously, between the provision of development funds, business coaching, and marketing on the success of the businesses of participants in the student entrepreneurship development program. With an R square value of 75.5% obtained, which had a simultaneous contribution to the success of the businesses of participants in the student entrepreneurship development program at Universitas PGRI Wiranegara. Meanwhile, 24.5% of business success is influenced by other variables that were not studied.

PENGARUH LITERASI KEWIRAUSAHAAN, LITERASI KEUANGAN, DAN MEDIA SOSIAL TERHADAP MOTIVASI BERWIRAUSAHA MELALUI MINAT BERWIRAUSAHA PADA MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI WIRANEGARA

Mutiara Romadloniah, Sugeng Pradikto, Suchaina Suchaina — Mon, 02 Dec 2024 10:38:09 +0700

Entrepreneurship is the key to creating innovation and jobs that can encourage country's economic growth. where every period the unemployment rate increases. Therefore, to reduce the unemployment rate with entrepreneurial activities, the difficulty that many find is growing motivation and interest in entrepreneurship in students. This research aims to determine the influence of entrepreneurial literacy, financial literacy, social media on entrepreneurial motivation mediated by entrepreneurial interest. This research includes a quantitative approach, the population of this research is 186 economic education students for the 2021-2023 class. The research sample was 65 respondents. The instrument used was a questionnaire consisting of 25 statements. The analytical tests used are the classical assumption test, path analysis test, and hypothesis test. The results of this research are: 1) there is a direct influence between the variables Entrepreneurship Literacy, Financial Literacy, and social media on entrepreneurial motivation. 2) there is a direct influence between the variables Entrepreneurship Literacy, Financial Literacy, and social media on motivation for entrepreneurship. 3) there is an indirect influence between the variables Entrepreneurship Literacy, Financial Literacy, and social media on motivation for entrepreneurship through interest in entrepreneurship.

RELEVANSI INFORMASI KINERJA KEUANGAN TERHADAP RESPON INVESTOR PADA PERUSAHAAN SEKTOR BARANG KONSUMEN NON-PRIMER DI INDONESIA

Christo Gusnandar Silaban, Nugroho Wisnu Murti — Mon, 02 Dec 2024 10:55:41 +0700

The issue of accounting information's losing significance internationally, particularly in determining the utility of accounting information generated from financial statements, is one that requires attention in Indonesia. This focus originates from the practical reality that domestic investors continue to prioritize financial performance, with financial reports serving as their primary source of information. The purpose of this research is to assess the relevance of financial performance information based on earnings per share and accounting-based measures (i.e., current ratio, net profit margin, and return on equity) to investor responses. The observation focused on stock trading operations in Indonesia's secondary market for consumer cyclicals sector. The observation concentrated on stock trading activity in Indonesia's secondary market for non-primary sector companies. The sector is more vulnerable to technological innovation than other sectors. The investigation was conducted on companies with longitudinal data, especially 50 companies from 2019 to 2023. The analysis tool can be utilized to do panel data regression on a balanced sample of data. The research showed that investors respond immediately to current ratio information (p-value < 0.05). However, the research found that profit-based performance information (i.e., net profit margin and return on equity) has no significant influence on investor response (p-value > 0.05). These results show that investors in sectors considered to be more responsive to innovation are more interested in information about firm assets that can predict future performance than profit information, which is more historical. This is supported by the fact that market-based performance information (i.e., earnings per share) receives immediate and considerable attention from investors. This study is intended to serve as a reference for future value relevance studies in more particular areas. Upcoming research should also consider economic situations, which can be incorporated into the analysis model to assess the coherence of the research conclusions.

Pengaruh Kemudahan Mengakses E-Commerce Dan Pembayaran Digital Terhadap Perilaku Konsumtif Remaja Generasi Z di Kelurahan Grati Tunon Kecamatan Grati Kabupaten Pasuruan

Fajrin A’yun Salmita, Sugeng Pradikto, Suchaina Suchaina — Mon, 02 Dec 2024 11:03:07 +0700

This research aims to determine the partial or simultaneous affect of the variables of ease of accessing e-commerce (X1) and digital payments (X2) on the consumptive behavior (Y) of Generation Z teenagers, Grati Tunon Village, Grati District, Pasuruan Regency.With technological developments, e-commerce applications and digital payments are widely used by Generation Z teenagers in making transactions or buying and selling. The convenience offered by this application triggers consumptive behavior among Generation Z teenagers. Consumptive behavior is the behavior of consuming excessive amounts of goods that are not needed just for desires.This research uses quantitative research methods, data collection uses a questionnaire distributed to 90 respondents. Data processing uses SPSS software and is analyzed using validity tests, reliability tests, descriptive statistics, classical assumption tests, multiple linear regression tests and hypothesis tests.The results of the research show that (1) There is a partial affect of the ease of accessing e-commerce on the consumptive behavior of Generation Z teenagers in Grati Tunon Village, Grati District, Pasuruan Regency. (2) There is a partial affect of digital payments on the consumptive behavior of Generation Z teenagers in Grati Tunon Village, Grati District, Pasuruan Regency. (3) There is an affect of the ease of accessing e-commerce and digital payments simultaneously on the consumptive behavior of Generation Z teenagers in Grati Tunon Village, Grati District, Pasuruan Regency. It is hoped that future researchers will be able to explore other factors that can affect consumptive behavior among Generation Z teenagers.

Perilaku Nasabah di Era Digital: Analisis Faktor-Faktor yang Mendorong Penggunaan Electronic Banking (E-Banking)

Af Idatunnisak, Marhamah Marhamah, Alfian Setia Anwar — Mon, 02 Dec 2024 11:20:15 +0700

This study examines the influence of service knowledge, security assurance, internet connection quality, and transaction capability on customers' interest in using e-banking at PT Bank Rakyat Indonesia (BRI) Tbk, Pekalongan Branch. Despite a significant increase in the number of internet banking users over the past five years, the level of transaction activity using e-banking remains low. The study aims to analyze the factors influencing customers' interest in e-banking, focusing on knowledge, security, connectivity, and ease of transaction. The population consists of BRI Pekalongan Branch customers using e-banking, with a sample of 96 customers selected using accidental sampling. Data analysis includes descriptive statistics, validity and reliability tests, classical assumption tests, and hypothesis testing. The study found that all independent variables significantly influence customer interest, with a significance level of < 0.05. The determination coefficient of 0.871 indicates that these variables explain 87.1% of the variability in customer interest. Service knowledge, security assurance, internet connection quality, and transaction capability are crucial factors in increasing the use of electronic banking among BRI Pekalongan Branch customers. The recommendations for BRI Pekalongan Branch include enhancing e-banking promotion and providing security guarantees to protect customer transaction information.

Analisis CSR Disclosure, Green Innovation dan Profitabilitas Terhadap Nilai Perusahaan

Eni Puji Estuti, Handayani Putri — Mon, 02 Dec 2024 11:30:54 +0700

Company value (company value) is the basis for prospective investors because the company value will reflect the condition of the company. . It is important for investors to focus on company value because this is the goal of investors investing in profitable companies. The method used is a quantitative method using classical assumption tests and multiple regression tests. The results of this study indicate that the CSR Index and Green Innovation have no effect on Company Value. While Return On Assets has a positive and significant effect on Company Value in manufacturing companies listed on the Indonesia Stock Exchange in 2018-2022.

PENGARUH TRANSAKSI DIGITAL PADA PENJUALAN KOPI ABIQU KOTA PALEMBANG

Ardela Dwiputri, Tedy Setiawan Saputra, Aidina Syafaroh Ramadini — Mon, 02 Dec 2024 14:31:53 +0700

The purpose of this study is to examine the effect of the application of digital transactions on coffee sales and evaluate the factors that affect the effectiveness of digital transactions. The type of research used is field research (Field Research), which is a study that collects data in the field. This research was conducted at Abiqu Coffee Palembang City. In this study, the authors used qualitative methods. The research data was collected through direct interviews with Abiqu Coffee employees and management using an open-ended questionnaire. The results showed that digital transactions had no effect on the sales of Abiqu Coffee. Although using digital transactions has advantages such as: 1) Ease of Payment, 2) Transaction Security.

PENGARUH DISKON DAN TAGLINE “GRATIS ONGKOS KIRIM” TERHADAP KEPUTUSAN PEMBELIAN DI E-COMMERCE SHOPEE (Studi Kasus Pada Masyarakat Kota Semarang)

Alfi Nur Aeni, Silvia Hendrayanti — Fri, 13 Dec 2024 10:27:27 +0700

This research aims to determine the influence of discounts and the tagline "free shipping" on purchasing decisions at Shopee (study of the people of Semarang city). The population of this research is all residents of the city of Semarang who use the Shopee application. The sample used in this research was 97 respondents. This research uses a quantitative method with purposive sampling. Data was collected using an online questionnaire distributed via a Google Form link to respondents. Data analysis uses SPSS 28 which includes validity, reliability, classical assumption tests, multiple linear regression analysis, hypothesis testing using the t test, f test and R2 test. The results of this research show that the discount variable has a positive effect with t count (3.299) > (1.665) t table and sig value. 0.001< sig.α (0.05), the tagline "free shipping" has a positive and significant effect with the calculated t value (6.091) > (1.665) t table and the sig value. <0.001 < sig.α (0.05). For further research, it would be better to add different variables such as payment by Spaylater, COD (Cash On Delivery), Consumer Reviews and develop research on factors that can influence purchasing decision variables.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN INVESTASI BAGI GENERASI MILINEAL (STUDI KASUS PADA MAHASISWA STIE APRIN PALEMBANG)

Fri, 13 Dec 2024 11:01:23 +0700

This study aims to analyse the factors that influence investment decisions in the millennial generation, especially STIE APRIN Palembang students. Using a case study method, this research used thematic analysis to extract in-depth information from 30 student respondents. Data was collected through questionnaires and in-depth interviews, then analysed using a thematic approach to identify key patterns and themes. The results showed that factors such as financial literacy, financial behaviour, economic conditions, and government policies strongly influence millennials' investment decisions. All respondents had a basic understanding of investment, but only 50% had attended investment training. The findings indicate the need for increased financial literacy education and training programmes among university students.

ANALISIS PENERAPAN STANDAR AKUNTANSI KEUANGAN EMKM PADA PENYUSUNAN LAPORAN KEUANGAN UMKM DI KECAMATAN SAYUNG KABUPATEN DEM AK

Inayatul Lutfiyah, Rita Andini, Utami Puji Lestari — Fri, 13 Dec 2024 11:24:33 +0700

Discovering how MSMEs in Sayung District use the Accounting Standards for Micro, Small and Medium Entities (SAK EMKM) to compile their financial reports is the main objective of this study. This study employed a mixed-methods approach to data analysis. It collected data from MSME players in Sayung District using questionnaires and direct interviews. A method known as purposive sampling is used in the sampling process. This study makes use of one hundred pieces of data. According to the findings, most micro, small, and medium-sized enterprises (MSMEs) are confused about the meaning of accounting and its documentation. MSMEs are still reluctant to keep records because they still think that accounting is not important and is just a waste of time. The obstacles for MSME actors in implementing SAK EMKM are low understanding, awareness and also lack of socialization in the field of accounting.

PENGARUH LITERASI KEUANGAN, LITERASI DIGITAL DAN INTENSITAS MENONTON KONTEN TERHADAP PERILAKU KONSUMTIF PENGGUNA TIKTOK PADA MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS PGRI WIRANEGARA

Laili Wahyuni, Nurus Sobakh, Dies Nurhayati — Fri, 13 Dec 2024 11:40:13 +0700

Rapid advances in information and communication technology have given rise to various social media platforms, one of which is TikTok, which presents information in various formats. As a result, consumer behavior is increasingly widespread due to the ease of purchasing goods. People are now trying to meet their needs while pursuing goods that are not only necessary but also desired. This research aims to examine separately and simultaneously the influence of Financial Literacy, Digital Literacy, and Content Watching Intensity on the consumer behavior of TikTok users. The method used in this research is quantitative with a deductive approach. The research population consisted of 333 students, with a sample of 77 respondents determined using the Slovin formula. Data was collected through questionnaires and tested using validity and reliability tests. Data analysis was carried out using multiple linear regression, classical assumption test, t test, F test, and coefficient of determination (R²). The results of the research show that there is a partial influence of financial literacy on consumptive behavior with a significant value of 0.000 < 0.05, there is a partial influence of digital literacy on the consumptive behavior of TikTok users with a significant value of 0.002 < 0.05, there is no partial influence of the intensity of watching content. on the consumptive behavior of TikTok users with a significant value of 0.835 > 0.05 and there is an influence of financial literacy, digital literacy and the intensity of watching content simultaneously on the consumptive behavior of TikTok users with an F-count value of 5.888 > F-table 2.73 and a significant value of 0.001 < 0.05.

PENGARUH SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH BRAND AWARENESS PADA FUELS COFFEE KOTA BANDUNG

Muhammad Aldy Kurniawan, Efi Fitriani — Fri, 13 Dec 2024 12:17:36 +0700

The culinary business is one sector that influences the growth of the tourism industry. Over time, the culinary business has been growing rapidly, including in Bandung City, where competition among culinary business entrepreneurs is becoming increasingly fierce. Fuels Coffee shop must be able to innovate to determine the right marketing strategy. One way is by utilizing social media marketing to build consumer brand awareness, thereby facilitating the purchase decision process. This study aims to determine the effect of social media marketing on purchase decisions mediated by brand awareness at Fuels Coffee in Bandung City. The type of research used is quantitative research with a descriptive verification approach. The data collection technique used in this study is primary data, with the method of distributing questionnaires to 100 respondents of Fuels Coffee in Bandung City. The data analysis technique uses path regression analysis and the Sobel test. The results show that social media marketing has a positive and significant effect on brand awareness and purchase decisions, and brand awareness positively and significantly mediates the relationship between social media marketing and purchase decisions.

Memahami pengaruh Self Efficacy, Locus of Control, dan Motivasi Intrinsik pada Kinerja Karyawan

Linda Indriani, Ariyani Indriastuti, Putri Yustika — Fri, 13 Dec 2024 13:43:21 +0700

This study aims to analyze the impact of Self-Efficacy, Locus of Control, and Intrinsic Motivation on Employee Performance at PT. Subah Spinning Mills, which has experienced a decline in production. Using a quantitative method with multiple linear regression analysis, the study found that all three independent variables significantly influence employee performance. The results indicate that improvements in Self-Efficacy, Locus of Control, and Intrinsic Motivation significantly enhance employee performance. The study concludes that developing these factors is crucial for improving employee performance and productivity.

ANALISIS PROFIL POTENSI PROFESI ENTREPRENEUR DI LINGKUNGAN MAHASISWA STIE SEMARANG

Deliade Nikita, St. Sunarto — Fri, 13 Dec 2024 13:58:33 +0700

This study aims to evaluate the entrepreneurial potential of STIE Semarang students based on their self-assessment. Data was collected from 40 respondents via a Google Form questionnaire and analyzed descriptively using cross- tabulation. The study used a Likert scale to measure responses, with results analyzed using a Frequency Distribution (FD) table to examine the distribution of entrepreneurial potential among students overall and by program. The findings indicate that the entrepreneurial potential of Accounting and Management students is generally high, with variations in the following characteristics: Leadership: Accounting 10%, Management 13.33%, Self-Confidence: Accounting 10%,

Management 16.66%, Responsibility: Accounting 70%, Management 20%, Thoroughness: Accounting 50%, Management 33.3%, Business Perseverance: Accounting 30%, Management 23.3%, Risk-Taking: Accounting 40%, Management

36.6%, Creativity: Accounting 40%, Management 23.3%

FAKTOR-FAKTOR YANG MEMPENGARUHI KEBIJAKAN HUTANG PADA PERUSAHAAN MANUFAKTUR YANG TERDAFTAR DI BURSA EFEK INDONESIA

Dea Monica A, Zumrotun Nafi’ah, Lina Lutfiana — Fri, 13 Dec 2024 14:05:44 +0700

Company debt policy is an action by company management that will fund company operations using capital derived from debt. Debt policy describes the total long-term debt owned by the company to finance the company's operational activities. The aim of this research is to determine the influence of company size, liquidity, profitability and company growth on debt policy in food and beverage sub-sector manufacturing companies listed on the Indonesia Stock Exchange in 2019-2023.

The population in this research is food and beverage sub-sector manufacturing companies listed on the Indonesia Stock Exchange (BEI) in 2019 - 2023, totaling 130 companies. The sample in this study used a purposive sampling method so that a sample of 70 was obtained. The independent variables in this study were company size, liquidity, profitability and company growth, while the dependent variable in this study was debt policy. The analytical method used is multiple linear regression test.

The results of this research show that company size has a significant effect on debt policy with a significance of 0.005 <0.05. Liquidity has no significant effect on debt policy with a significance of 0.143 > 0.05. Profitability has a significant effect on debt policy with a significance of 0.000 < 0.05. Company growth does not have a significant effect on debt policy with a significance value of 0.908 > 0.05. The coefficient of determination (adjusted R Square) is 0.318. This means that the variables company size, liquidity, profitability and sales growth have a role of 31.8% in being able to explain or explain the debt policy variable.

For investors to pay more attention to company size and profitability variables, company management needs to pay attention to company performance and evaluate it in relation to debt policy.

Budaya Organisasi Dan Pengaruhnya Terhadap Kinerja Karyawan di Koperasi Rejo Makmur Kabupaten Semarang

Setya Ningrum, Natoil Natoil, Rina Sofiana — Mon, 16 Dec 2024 13:54:39 +0700

This research aims to determine the influence of organizational culture on employee performance, and determine the influence of leadership on employee performance at Rejo Makmur Cooperative Semarang Regency. The population in this research is all employees at Rejo Makmur Cooperative Semarang Regency has 51 employees. This research did not carry out sampling. The research method used is a descriptive analysis method, a statistical analysis method consisting of multiple linear regression analysis, partial significance testing (t-test) and testing the coefficient of determination (R2). The research results show that there is a significant positive influence between organizational culture and leadership on employee performance. The suggestion in this research is the importance of supervisors in improving organizational culture and good leadership. This is done so that employee performance can increase.

Pengaruh Celebrity Endorsement, Brand Image dan Price Terhadap Minat Beli Konsumen di Tiktok Shop Pada Mahasiswa Universitas PGRI Wiranegara

Nadya Faza Sabiila, Etta Mamang Sangadji, Nunuk Indarti — Mon, 16 Dec 2024 14:06:30 +0700

The rapid development of technology has influenced various fields, including E- commerce. Indonesia ranks first in the use of E-commerce services, with 88.1% of internet users. TikTok, initially a social media platform, began expanding into E- commerce by introducing TikTok Shop in April 2021. As TikTok Shop is a new application, several factors such as Celebrity Endorsement, Brand Image, and Price are needed to influence consumer buying interest. This study aims to determine whether there is a partial and simultaneous influence of celebrity endorsement, brand image, and price variables on the buying interest of PGRI Wiranegara University students in TikTok Shop. This research uses a quantitative approach with a population of 116 students from PGRI Wiranegara University, and a sample of 54 students was taken using the Proportional Sampling technique. The data collection method used was a questionnaire. Data analysis used multiple linear regression techniques. The results showed that: 1) there is a positive influence of celebrity endorsement on consumer buying interest in TikTok Shop with a t-value = 3.009 > t-table = 2.009 and a significance of 0.004, 2) there is a positive influence of brand image on consumer buying interest in TikTok Shop with a t-value = 5.415 > t-table = 2.009 and a significance of 0.000, and 3) there is a positive influence of price on consumer buying interest in TikTok Shop with a t-value = 4.205 > t-table = 2.009 and a significance of 0.000. Simultaneously, these three variables significantly influence consumer buying interest with an F-calculated value of 45.366 > F-table 2.786 and a significance result of 0.000 < 0.05.

PENGARUH KEPERCAYAAN, HARGA, PROMOSI TERHADAP KEPUASAN PELANGGAN PENGGUNA APLIKASI SHOPEE PADA MAHASISWA STIE SEMARANG

Erlina Agustin Eka Wati, Jefri Heridiansyah — Mon, 16 Dec 2024 14:16:17 +0700

This research aims to analyze the influence of Trust, Price, Promotion on Customer Satisfaction. The research method used is a quantitative method. The research results show that the Trust variable has a positive and significant effect on customer satisfaction with a t- count value of 4.656 > t-table 2.008 (sig=0.001<0.05) The Price variable has a positive and significant effect on customer satisfaction with a t-count value of 2.297 > t-table 2.008 (sig=0.003<0.05). The promotion variable has a positive and significant effect on customer satisfaction with a t-count value of 3.109 > t-table 2.008 (sig=0.003<0.05). This model is said to be feasible or fit with an F-count value of 4.947 > F-table 2.79 (sig=0.004 <0.05). The R2 value obtained is 0.739, which means that the trust, price and promotion variables have a role of 73.9% together in being able to explain or explain the Customer Satisfaction variable. Trust has a positive and significant effect on Customer Satisfaction of Shopee application users among STIE SEMARANG students. Price has a positive and significant effect on Customer Satisfaction of Shopee application users among STIE SEMARANG students. Promotion has a positive and significant effect on Customer Satisfaction of Shopee application users among STIE SEMARANG students.

Analisis Pengaruh Customer Review and Rating dan promosi penjualan terhadap Minat Beli Konsumen pada platform e-commerce TikTok Shop (Studi pada Mahasiswa STIE Semarang)

Hamdika Dwi Wijaya, Moh Tamrin, Fieska Diera Agatha — Mon, 16 Dec 2024 14:47:42 +0700

This study aims to investigate the effect of online customer review and rating and sales promotion on consumer purchase intention on the Tiktok Shop e-commerce platform, with a focus on STIE Semarang students.

The research population consists of STIE Semarang students who have made at least one purchase on the Tiktok Shop e-commerce platform in the last six months. A total of 100 respondents were selected as samples using the Cochran formula and the questionnaire was distributed via Google Form. Data analysis was performed using multiple linear regression.

The results showed that online customer review and rating had a positive and significant effect on purchase intention on the Tiktok Shop e-commerce platform, with a calculated Fvalue of 110.591> Ftable 3.09 and a significance value of 0.001. and with a calculated tvalue of 4.599> ttable 1.660 with a significance level of 0.001. Furthermore, the calculation results show that sales promotion also has a significant influence on purchase intention, with a calculated ttvalue of 5.241 > ttable 1.660 with a significance level of 0.001. This research is expected to provide important suggestions and insights for the Tiktok Shop e-commerce platform in designing marketing strategies and effective decision making to increase consumer buying interest.

Mengoptimalkan Digital Marketing Dalam Transformasi Digital : Membangun Bisnis Masa Depan

Tue, 17 Dec 2024 08:43:34 +0700

In an increasingly advanced digital era, digital transformation has become a crucial necessity for businesses aiming to remain competitive and relevant. One of the key components of digital transformation is digital marketing, which plays a vital role in expanding market reach, enhancing customer interaction, and optimizing overall business strategies. This research discusses how digital marketing can be optimized to support digital transformation, involving the utilization of technologies such as big data and artificial intelligence (AI), personalized content, and the implementation of multichannel marketing strategies. By integrating digital marketing into digital transformation, businesses can create more personalized and effective customer experiences, maintain loyalty, and ensure sustainability and growth in the future. Through a data-driven approach and continuous innovation, digital marketing can be a powerful tool for winning competition in an increasingly dynamic business world.

Pengaruh Pemanfaatan Media Sosial Dan WA Bisnis Terhadap Loyalitas Pelanggan UMKM Di Jawa Timur

M Mascun Andianto, Muhammad Ridwan, Putri Ayu Anisatus Shalikha — Tue, 17 Dec 2024 09:03:14 +0700

This study examines the impact of social media and WA Business usage on the loyalty of MSME students in East Java using the Systematic Literature Review (SLR) technique. As the foundation of the Indonesian economy, MSMEs have difficulty in implementing digital technology to develop market share and grow consumer loyalty. Social media platforms such as Instagram and Facebook and Twitter offer opportunities to interact with customers and build brand awareness, while WA Business provides a more personal and responsive communication channel. Analysis of 20 relevant studies shows that social media is effective in increasing customer loyalty by strengthening relationships and engagement through relevant content. WA Business, on the other hand, increases satisfaction and loyalty through fast and personal communication. The synergy between social media and WA Business creates a more holistic customer experience, with social media attracting attention and WA Business providing deeper communication. Factors such as product type, customer demographics, and intensity of platform usage influence the effectiveness of this strategy. This study recommends that MSMEs integrate both platforms in their marketing strategies and adapt to digital trends to maintain competitiveness

PENGARUH PROFITABILITAS, LIKUIDITAS, LEVERAGE, DEWAN KOMISARIS INDEPENDEN, DAN KOMITE AUDIT TERHADAP TAX AVOIDANCE PADA PERUSAHAAN PROPERTI DAN REAL ESTATE YANG TERDAFTAR DI BURSA EFEK INDONESIA (BEI) PERIODE TAHUN 2019-2022

Djuliana Muhningtiyasari, Rita Andini, Utami Puji Lestari — Tue, 17 Dec 2024 09:25:59 +0700

This study aims to analyse the effect of profitability, liquidity, leverage, independent board of commissioners, and audit committee on tax avoidance by using the dependent variable in the form of tax avoidance as measured using the cash effective tax rate (CETR). This study chose the object of research in the form of financial reports from property and real estate sector companies listed on the Indonesia Stock Exchange (IDX) in 2019-2022. The number of research samples was 25 companies obtained by purposive sampling method with data analysis techniques using multiple linear regression analysis. The results of the analysis show that profitability has a negative effect on tax avoidance and leverage has a positive effect on tax avoidance. While the variables of liquidity, independent board of commissioners, and audit committee have no effect on tax avoidance.

PENGARUH RETURN ON ASSET (ROA), DEBT RATIO (DER), PERPUTARAN PERSEDIAAN DAN PERPUTARAN MODAL KERJA TERHADAP LIKUIDITAS PERUSAHAAN PERDAGANGAN (STUDI PERUSAHAAN PERDAGANGAN YANG TERDAFTAR DI BURSA EFEK INDONESIA (BEI) PERIODE TAHUN 2019 – 2022)

Tajib Fatahillah, Rita Andini, Utami Puji Lestari — Tue, 17 Dec 2024 09:51:02 +0700

This research aims to determine the effect of Return on assets, Debt to equity ratio, Inventory Turnover and Working Capital Turnover on Liquidity using the Current Ratio measuring tool in trading companies listed on the Indonesia Stock Exchange (BEI) for the 2019-2022 period. This research uses a quantitative approach, the population in this research is 48 trading companies. Through a purposive sampling technique, a sample size of 25 companies was obtained which was adjusted to the research criteria. The data analysis techniques used are descriptive statistics, model testing and hypothesis testing using multiple linear regression analysis. The research results show that Return On Assets (ROA) has a positive and insignificant influence on liquidity. Debt To Equity Ratio (DER) has a negative and significant influence on liquidity. Inventory Turnover has a negative and significant influence on liquidity. Working Capital Turnover has a negative and significant influence on liquidity.

Peran Digitalisasi Layanan Pelanggan dalam Memperkuat Loyalitas di Industri E-Commerce

Arfi Fajar, Pipit Sundari — Tue, 17 Dec 2024 11:41:48 +0700

Customer service digitization has become a crucial factor in enhancing the competitiveness of the e-commerce industry. This study aims to explore the role of customer service digitization in strengthening consumer loyalty in the e-commerce industry. Using a qualitative approach, this study examines the implementation of digitalization strategies through case studies and in-depth interviews with experts in the e-commerce industry. The results show that customer service digitization, including the use of chatbots, data-driven personalization, and omnichannel integration, plays a significant role in improving customer experience. This, in turn, has a positive impact on customer loyalty. This finding is supported by the analysis of recent literature which shows that consumers increasingly prioritize convenience, speed, and responsiveness in interacting with e-commerce platforms. In addition, this study identifies several challenges faced by e-commerce companies in implementing customer service digitization, such as the need for significant technology investment and the need for ongoing employee training. In conclusion, customer service digitization not only

improves operational efficiency but also plays a key role in building long-term customer loyalty in the e-commerce industry. This study provides in-depth insights for e-commerce industry players and researchers interested in digital transformation strategies.

Literatur Review : CRM Berujung pada Loyalitas Konsumen atau Kekecewaan

Theresya Amelia Prabowo, Liyandri Rasbina Tarigan — Tue, 17 Dec 2024 11:48:57 +0700

Customer Relationship Management (CRM) has become an inseparable part of business processes. Without CRM, businesses cannot operate effectively. CRM is used to manage all interactions between companies and current and potential customers. Out of six research articles on CRM, five indicate a significant relationship between CRM and customer loyalty as well as the competitive advantage of companies, while the other article states that CRM does not have a significant relationship with the competitive advantage of companies. The method used in this research is a literature review from various electronic databases. This study is based on a review of various clinical articles and research published between 2011 and 2020. The results show that CRM has a significant impact on customer loyalty, but there is also a downside to CRM, namely the sense of injustice that can occur if the CRM programs implemented by the company are not properly targeted.