Diterbitkan oleh Penerbit Goodwood, Jurnal Bisnis dan Pemasaran Digital (JBPD) adalah jurnal ilmiah bertaraf nasional yang menerbitkan artikel berkualitas di bidang bisnis dan pemasaran digital. JBPD bertujuan untuk menjadi wadah akademis yang menampung ide, penemuan, dan inovasi baru dalam rangka pengembangan teoritis pada bidang ilmu bisnis dan pemasaran digital di Indonesia.
Published
2022-02-25
Articles
Pengaruh Kepercayaan, Keamanan dan Kualitas Pelayanan terhadap Keputusan Pembelian Barang secara Daring
Purpose: The purpose of this study was to determine the effect of trust, security and service quality on online purchasing decisions on E-Commerce.
Method: This type of research is quantitative research, namely research methods based on positivism philosophy, used to examine certain populations or samples.
Result: The results of multiple regression analysis are Y = 9.064 + 0.588 + -0.011 + 0.318 + e which shows that trust, security and service quality have a positive and significant effect on purchasing decisions. While the results of the test (t) or partial test show that the price (0.000) is smaller than that of alpha 5% (0.05) or tcount = 3.961 > ttable 1.66792, it can be concluded that H1 is accepted which means there is an effect of X1 on Y The security variable (0.958) is greater than that of alpha 5% (0.05) or tcount = 0.053 < ttable 1.66792, it can be concluded that H2 is rejected which means there is no effect of X2 on Y. And the service quality variable (0.005) smaller than alpha 5% (0.05) or tcount = 2.870 > ttable 1.66792, it can be concluded that H3 is accepted, which means there is an effect of X3 price on Y.
Conclusion: The results of the regression test in this study, the significance value is 0.000. Where it is required that the significance value of F is less than 5% (0.05) or the value of Fcount = 88.320 > Ftable 2.74, which means that there is an influence of the variables of trust, security and service quality (X1, X2, X3) simultaneously (together). ) on purchasing decisions on E-Commerce.
Nilai Pelanggan di Cek Toko Sebelah App
Purpose: Provides an overview of the usability of the browser extension Cek Toko Sebelah App.
Methodology: Descriptive methods are used to describe or analyze but cannot draw broad conclusions.
Results: Cek Toko Sebelah App has an advantage over other price comparators because it is a web browser extension. It allows users to directly compare prices on their favorite shopping sites without searching on other sites (third parties).
Limitations: This article only focuses on Cek Toko Sebelah App with data obtained from digital traces.
Contribution: Cek Toko Sebelah App claimed as "Indonesia's first price comparison & coupon aggregator web extension."
Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian
Purpose: Analyzing the influence of green marketing, product knowledge and innovation on buying interest and purchasing decisions.
Methodology: Research location at Indomaret in Jati District, Kudus Regency, explanatory research, AMOS SEM data analysis 24, 5 variables, 32 indicators observed by questionnaire, 160 respondents, accidental sampling technique.
Results: Green marketing has a positive effect on purchasing decisions. Product knowledge has a positive effect on purchasing decisions. Product innovation has a positive effect on purchasing decisions. Green marketing has a positive effect on purchase intention. Product knowledge has a positive effect on interest in buying products. Product innovation has a positive effect on purchase intention. Buying interest has a positive effect on purchasing decisions. Green marketing has a positive effect on purchasing decisions through buying interest. Product knowledge has a positive effect on purchasing decisions through purchase intention. Product innovation has a positive effect on purchasing decisions through buying interest.
Limitations: Research only with three exponential variables, two endogenous variables, buying interest as an intervening variable. And only in Indomaret in Jati District, Kudus Regency.
Contribution: The research results strengthen the Theory of Planned Behavior (TPB), strengthen the results of previous research. This is a new finding, namely that there is a positive influence between product innovation and purchasing decisions through buying interest. Regarding green marketing, it is hoped that there will be an increase/addition of Indomaret AMDK products that are healthy, quality, and environmentally friendly.
Pengaruh Harga, Promosi, dan Kualitas Pelayanan terhadap Minat Belanja Konsumen di Matahari Departement Store
Purpose: The purpose of this study is to find out the effect of price on consumer spending interest at Matahari Department store, totaling 70 respondents. While the determination technique by purvosive sampling.
Methodology: The sources of data in this study are primary data and secondary data. Where the primary data from observations and questionnaires. While secondary data can be from data that has been documented. While the analysis technique used is multiple regression analysis.
Results: The results of multiple regression analysis are Y = 27,597 + 0,284 + 0,431 + 0,291 + e which shows that price, promotion and division of labor have a positive and significant effect on consumer interest. While the results of the test (t) or partial test indicate that the price (0.089) is smaller than that of alpha 5% (0.05) or tcount = 1.725 > ttable 1.66792, it can be concluded that H1 is accepted which means that there is an effect of X1 price on Y. Promotion variable (0.004) is smaller than alpha 5% (0.05) or tcount = 3.004 > ttable 1.66792, it can be concluded that H2 is accepted which means there is an effect of X2's promotion on Y. As well as service quality variable (0.000) is smaller than alpha 5% (0.05) or tcount = 3.694 > ttable 1.66792, it can be concluded that H3 is accepted which means that there is an effect of the price of X3 on Y. The results of the regression test in this study, it is known that the significance value is 0.000. Where it is required that the significance value of F is less than 5% (0.05) or the value of Fcount = 20.526 > Ftable 2.74, which means that there is an effect of price, promotion and service quality variables (X1, X2, X3) simultaneously (together) on consumer interest in PT Matahari Department Store, Tbk.
Pengaruh Return Policy Leniency dan Seller Reputation Terhadap Purchase Decision Dimediasi Consumer Trust
Purpose: This study aims to determine and analyze the effect of return policy leniency and seller reputation on purchase decisions mediated by consumer trust on C2C e-commerce platform users. Based on signaling theory, consumer trust built by return policy leniency and seller reputation will increase purchase decisions.
Method: The population of this study is consumers who have shopped at non-official Shopee stores. The sampling method used was non-probability with the purposive sampling method. Data analysis method used is path analysis PLS-SEM.
Result: The results showed that the return policy leniency affected customer trust and purchase decisions; Seller reputation affected customer trust and purchase decisions.
Limitations: The limitation of this research is that the researcher only uses two variables that affect consumer confidence. In addition, researchers also have not focused on product categories purchased by e-commerce consumers. The number of respondents used was 170 respondents, not enough to represent all e-commerce consumers in Bekasi and Jakarta.
Contribution: This research can be a suggestion and input for online vendors to seriously consider the potential of consumer trust in changing return policies into buying behavior by providing extra guarantees such as return policy leniency in order to gain consumer trust and increase sales.
