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The Effect Of Shopping Emotion And Perceived Risk On Purchasing Decisions Through Impulsive Buying As An Intervening Variable In Shopee E-Commerce Consumers Marhadi Marhadi; Gustina Adinda Putri; Aida Nursanti; Cifebrima Suyastri
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

The research was conducted with the aim of knowing the effect of shopping emotion and perceived risk on purchasing decisions through impulsive buying on E-Commerce Shopee consumers in Pekanbaru City. Questionnaires were distributed to 126 respondents using the Purposive Sampling technique and processed using the Structural Equation Modeling – Partial Least Square analysis method with SmartPLS software version 3.2.9.The results showed that there was a positive and significant influence between shopping emotion on purchasing decisions. There is a positive and significant effect between shopping emotion on impulsive buying. There is a positive and significant influence between perceived risk on purchasing decisions. There is a positive and significant effect between perceived risk on impulsive buying. There is a positive and significant influence between impulsive buying on purchasing decisions.

Knowledge Wirausaha dalam menciptakan ekosistem: Kebijakan Pemerintah, Pelatihan dan Pendampingan Gatot Wijayanto; Aida Nursanti; Arwinence Pramadewi; Fitri; Ahmad Rifqi; Rosnelly Roesdi; Dian Pratiwi
Jurnal Pengabdian West Science Vol 2 No 07 (2023): Jurnal Pengabdian West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jpws.v2i07.544

Kewirausahaan telah menjadi kekuatan pendorong pertumbuhan ekonomi dan inovasi di banyak negara, sehingga mendorong minat yang semakin besar untuk mengembangkan ekosistem kewirausahaan yang berkembang. Inti dari ekosistem ini adalah pengetahuan kewirausahaan, perpaduan keterampilan, wawasan, dan keahlian yang memberdayakan individu untuk mengidentifikasi peluang, mengambil risiko yang diperhitungkan, dan mengubah ide-ide inovatif menjadi usaha yang sukses. Untuk mengeksplorasi peran pengetahuan kewirausahaan dalam membentuk ekosistem yang sukses, penelitian ini menyelidiki dampak dari kebijakan pemerintah, program pelatihan, dan inisiatif pendampingan. Dengan menggunakan pendekatan metode campuran, penelitian ini melakukan tinjauan literatur sistematis untuk membangun landasan teori dan menganalisis studi kasus ekosistem kewirausahaan yang sukses untuk mengidentifikasi praktik terbaik. Selain itu, wawancara dengan para pemangku kepentingan utama, termasuk pembuat kebijakan, pendidik, mentor, dan wirausahawan, memberikan wawasan yang lebih dalam tentang dinamika pengetahuan kewirausahaan dalam ekosistem. Hasilnya menyoroti pengaruh signifikan dari kebijakan pemerintah terhadap pengembangan dan penyebaran pengetahuan kewirausahaan. Kerangka kerja peraturan yang mendukung, opsi pembiayaan yang dapat diakses, dan perlindungan kekayaan intelektual ditemukan secara positif terkait dengan peningkatan aktivitas kewirausahaan. Program pelatihan muncul sebagai kontributor penting, membekali calon wirausahawan dengan keterampilan penting, peluang berjejaring, dan paparan terhadap praktik-praktik terbaik. Inisiatif pendampingan terbukti berperan penting dalam memberikan bimbingan yang dipersonalisasi, memfasilitasi transfer pengetahuan, dan menumbuhkan ketangguhan pada wirausahawan.

The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Rima Noviani; Aida Nursanti; Henni Noviasari; Prima Andreas Siregar
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.

The Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis Rima Noviani; Aida Nursanti; Henni Noviasari; Prima Andreas Siregar
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.256

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.

The Effect of E-commerce Platforms, Digital Marketing, and User Experience on Market Reach and Competitiveness of Indonesian MSMEs Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Arini Novandalina; Yutiandry Rivai
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education (January - June) Ongoing
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.492

The complex relationships between digital marketing tactics, user experience, and e-commerce platforms are examined in this study, as well as how these relationships affect MSMEs' (micro, small, and medium-sized enterprises) ability to compete in the Indonesian market. Structural Equation Modeling with Partial Least Squares (SEM-PLS) is utilized in the study to analyze survey data obtained from 150 MSMEs in Indonesia. The adoption of e-commerce and market reach, competitiveness and effective digital marketing techniques, and user experience and overall market performance are all significantly positively correlated, according to the results. The report offers detailed insights into the digital tactics influencing MSMEs' success in the Indonesian business environment. It also offers recommendations for further research and real-world applications for companies and regulators.

Influence of Dynamic Capability, Market Research, and Social Capital on Marketing Sustainability and Competitiveness of Tourism Creative Economy in Indonesia Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Arwinence Pramadewi; Arini Novandalina; Yutiandry Rivai
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education (January - June) Ongoing
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.500

This study explores how market research, social capital, and dynamic capabilities interact to shape the competitiveness and sustainability of firms in Indonesia's tourism creative economy. Survey data from 215 businesses were analyzed quantitatively using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The findings show a strong correlation between dynamic capability and competitiveness and sustainability in marketing. Likewise, social capital and market research showed favorable correlations with competitiveness and sustainability in marketing. While the structural model attained good fit indices, the measurement model proved to be valid and reliable. These results advance our knowledge of the variables affecting competitiveness and sustainable marketing strategies in the fast-paced environment of the tourism creative economy.

PENGARUH BRAND AMBASSADOR DAN CITRA MEREK TERHADAP KEPERCAYAAN KONSUMEN DAN KEPUTUSAN PEMBELIAN PRODUK GARNIER MEN DI KOTA PEKANBARU Doni Pratama Tamba; Zulkarnain Zulkarnain; Aida Nursanti
JURNAL ECONOMICA: Media Komunikasi ISEI Riau Vol. 12 No. 1 (2024)
Publisher : Ikatan Sarjana Ekonomi Indonesia Cabang Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46750/economica.v12i1.232

This research aims to determine the influence of Brand Ambassadors, and brand image on consumer trust and purchasing decisions for Garnier Men products in Pekanbaru City. The population in this study were users of Garnier Men products in Pekanbaru City. The sampling technique used the Cochran formula with a sample size of 150 respondents. The data collection technique uses a questionnaire, this research uses primary data with a path analysis model. The results of this research state that: 1) Brand Ambassadors have a significant influence on Consumer Trust, 2) Brand Image has a significant influence on Consumer Trust, 3) Brand Ambassadors have a significant influence on Purchasing Decisions, 4) Brand Image has a significant influence on Purchasing Decisions, 5) Consumer Trust significant influence on Purchasing Decisions, 6) Brand ambassadors have a significant influence on Purchasing Decisions through Consumer Trust, 7) Brand Image has a significant influence on Purchasing Decisions through Consumer Trust Keyword: Brand Ambassador, Brand Image, Consumer Trust, Purchasing Decisions

Marketing Performance and Marketing Sustainability In Msmes In Pekanbaru City: Innovation Capability, Market Orientation And Branding Gatot Wijayanto; Jushermi Jushermi; Aida Nursanti; Arwinence Pramadewi; Arini Novandalina; Yutiandry Rivai
Commercium : Journal of Business and Management Vol. 2 No. 2 (2024): May
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/commercium.v2i2.218

In the dynamic setting of Pekanbaru City, this study explores the complex interactions among innovation capacity, market orientation, and branding, and their effects on marketing performance and sustainability in Micro, Small, and Medium-Sized Enterprises (MSMEs). Structural Equation Modeling (SEM-PLS 4) was utilized for investigation in a quantitative method with 215 respondents. The study reveals important positive correlations between marketing performance and innovation ability, market orientation and marketing sustainability, and marketing performance and sustainability enhanced by successful branding. Additionally, the synergistic relationship among branding, market orientation, and innovation affects marketing results and sustainability. These findings have important ramifications for MSMEs, policymakers, and researchers. They offer practical guidance for improving tactics and promoting sustainability in the MSME sector of Pekanbaru City.

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