Jurnal Bisnis dan Pemasaran Digital

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.

Current Issue

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
2023-03-27

Articles

Pengaruh Promosi Flash Sale dan Website Quality terhadap Impulse Buying pada Marketplace Shopee : Studi pada Mahasiswa Pengguna Shopee di Bandar Lampung

Purpose: This research was conducted with the aim of finding out the effect of flash sale promotions and website quality on the impulse buying of students using Shopee in Bandar Lampung. Research Methodology: The approach used is quantitative with explanatory research techniques. The type of data is primary data derived from questionnaires distributed via Google form to 385 respondents. In this study, sampling using purposive sampling technique. Variable measurement uses a Likert scale and is tested using SmartPLS v.3 with SEM (Structural Equation Model) as the analysis method. Results: This study resulted that partially flash sale promotion had a positive and significant effect of 65.8% on the impulse buying variable, and the website quality variable had a positive and significant effect of 19.1% on the impulse buying variable. Meanwhile, based on the test results together or simultaneously, it results that the flash sale promotion and website quality variables have a positive and significant effect of 66.4% on impulse buying. Limitations: In this study, there were only two endogenous variables, namely flash sales and website quality, and they only existed in the city of Bandar Lampung. Contribution: The results of this study reinforce previous research, where there is a positive effect between flash sales and website quality on impulsive purchases. so that it is expected to increase sales.

Analisis Digital Marketing Tiktok Live sebagai Strategi Memasarkan produk UMKM Anjab Store

Purpose: This study aims to analyze digital marketing strategies through the TikTok Live platform and its contribution to increasing sales of UMKM Anjab Store products. Method: The research method used is descriptive qualitative with a case study approach. Data was collected through interviews with Anjab Store business owners, as well as analysis of TikTok Live content and product sales reports. Result: The results of the study show that Anjab Store has successfully implemented the TikTok Live marketing strategy by using TikTok influencers, special promos, special effects and filters, as well as interactive and entertaining live streaming sessions. TikTok Live's marketing contribution to increasing sales of Anjab Store products reaches 10 million rupiah per month. Limitation: This study also identifies limitations and suggestions for further studies regarding the development of digital marketing strategies on the TikTok Live platform for MSME products. Contribution: This research is expected to provide insights and recommendations for MSMEs in utilizing the TikTok social media platform as an effective marketing tool.