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All Journal Edumaspul: Jurnal Pendidikan International Journal of Economics (IJEC)
Denny Saputera
Universitas Widyatama, Indonesia
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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Online Shop Purchase Decision: How Do Social Media Marketing, Electronic Word of Mouth (EWOM), and Lifestyle Affect? Whan Augustin Ainul Amri; Firdaus Putra; Denny Saputera; Dewiana Novitasari; Jainuri Jainuri
Edumaspul: Jurnal Pendidikan Vol 7 No 1 (2023): Edumaspul: Jurnal Pendidikan
Publisher : Universitas Muhammadiyah Enrekang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (521.162 KB)

Abstract

The research aims to analyze the effect of social media marketing, electronic word of mouth (EWOM), and lifestyle on purchasing decisions for MSME products sold online. This study uses a type of quantitative research with a sample of 127 student respondents in the city of Tangerang. The hypothesis is tested using structural equation modeling. Data processing uses the SEM method with SmartPLS 3.0 software. The results of the study show that electronic word of mouth (EWOM) and Lifestyle all influence the purchasing decisions of MSME products. Meanwhile, social media marketing has no positive or significant effect on purchasing decision variables. This study contributes to the existing literature by providing empirical evidence about the effect of electronic word of mouth (EWOM) and lifestyle on purchasing decisions. The results of this study also provide evidence that student consumers are more rational and unaffected by social media marketing in making purchasing decisions. The results of this study can also be used by MSME management to attract potential market share in the student segment.
Marketing Strategy for Cibaduyut SME'S Craftsmen Post Covid 19 Pandemics Ayu Widia; Rizqi Muttaqin; Denny Saputera
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.488

Abstract

This article describes and explores the function and role of the UMKM shoemaker’s producer of marketing strategy at Cibaduyut area on the latest endemic condition post Covid 19. The objective article is to define what is the influence of the marketing strategy that UMKM in Cibaduyut did before, during and after Covid-19 pandemic that already going into endemic on their daily activity at shoemaker's producer operation and the struggles of these UMKM in applying the digitalization marketing to their business operation in purpose of maintain performance during and after the Covid 19. The method for this article used was qualitative methods through observations, interviews and study trip with literature and data processed. This article indications that shoemaker’s producer’s challenges are in using digital platforms and offers alternatives to improve the formulation of marketing strategies for UMKM to apply digital platforms in their business operations to be more efficiently and successfully applied to face the post Covid-19 Pandemic and adapt the new normal situation.
The Impact of Exchange Rate Changes on Indonesian Exports Denny Saputera; John Henry Wijaya; Rizqi Muttaqin
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.571

Abstract

This study delves into how Exchange Rates and Gross Domestic Product (GDP) have shaped Indonesian exports over the past 17 years, from 2006 to 2022. On the whole, Indonesian exports have generally shown a positive trajectory during this period, although there have been occasional drops in specific years. The main countries that receive Indonesian exports are China, the United States, Japan, India, and Malaysia, and the primary export goods include coffee, animal and vegetable fats and oils, Crude Palm Oil (CPO), and coal. When we look at long-term model analyses, it becomes evident that exchange rates play a significant role in negatively affecting Indonesian exports. This means that, over an extended period, an increase in the value of the Indonesian currency can lead to a reduction in export volumes. Furthermore, GDP also exerts a notable negative influence on Indonesian exports, suggesting that the overall economic growth of the country can impact export levels. In the context of short-term model estimations, it is apparent that fluctuations in currency exchange rates have a substantial negative impact on Indonesian exports in the immediate term, assuming all other factors remain constant. The results of these estimations also indicate that GDP has a considerable negative effect on Indonesian export performance in the short run.
The Effect of Logos in Marketing Communications on Consumer Behavior Rizqi Muttaqin; Denny Saputera; Rizal Budi Santoso
International Journal of Economics (IJEC) Vol. 2 No. 2 (2023): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i2.583

Abstract

The purpose of this study is to research customers behavior on product representation by a company's logo and emblem (logo with text), with a particular emphasis on whether logos or emblems influence brand awareness from a consumer standpoint. This study's methodology is exploratory in nature, using a focuss group discussin approach as part of qualitative descriptive methods that includes a reference of the relevant literature related to branding. A focus group discussion is held in preparation for the two focus groups that will be held. The first focus group identified a logo with no brand name or logo text, while the second group identified the identical (original) logo with logo text or an emblem. This study's sample consists of students from the Bandung area, the majority of whom represent the target demographic., that the majority of whom represent the brand's target market segment. When the logo includes the brand text, the brand's awareness is best represented. The text's presentation of descriptive information about the brands was chosen by the consumer. As an example, the multi-national brand logo was used in this study. More trials with different brands are needed to generalize and corroborate the findings. Furthermore, the limitation of this study constraints, its only based on two small sample groups represented as potential consumer. The findings of this article imply that logos containing text influence consumers more perceptions of a brand's information and should thus be taken into account when altering a company's logo. Although there is a trend toward dressing-down logos in response to internationalization and digitization industry, it is beneficial to use brand logos that combine logo and emblem, rather than only pictorial logo marks, to communicate desired attributes of their brand personality.
Co-Authors Ayu Widia Dewiana Novitasari Firdaus Putra Jainuri Jainuri John Henry Wijaya Rizal Budi Santoso Rizqi Muttaqin Whan Augustin Ainul Amri