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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal bintang manajemen
Syifa Pramudita Fadilla
Universitas Buana Perjuangan Karawang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Analisis Promosi Penjualan Terhadap Keputusan Pembelian Di Transmart Tuparev Karawang Winda Apriani; Syifa Pramudita Fadilla
Jurnal Bintang Manajemen Vol 1 No 2 (2023): Juni : Jurnal Bintang Manajemen
Publisher : Sekolah Tinggi Ilmu Ekonomi Trianandra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v1i2.1591

Abstract

Sales promotion is one element of marketing communication that influences consumer purchasing decisions. The purpose of the research conducted was to find out whether sales promotions carried out by Transmart Tuparev Karawang affect purchasing decisions at Transmart Tuparev Karawang. The independent variable used in this study is Sales Promotion (x) while the dependent variable is Purchase Decision (y). The research method used in this research is quantitative research using a simple linear regression method. The population studied was Transmaart Tuparev Karawang visitors in April 2023 with a total of 8648 visitors. Samples were taken as many as 99 respondents with a sampling technique using the Slovin formula and data collection using questionnaires, observation, interviews, and literature study. The results of this study are that there is an effect of sales promotion on purchasing decisions at Transmart Tuparev Karawang of 46.50%, namely the effect of sales promotion on purchasing decisions is included in the medium category and the remaining 53.50% is influenced by other variables not examined by the author.
Pengaruh Konten Pemasaran dan E-Wom pada Media Sosial Tiktok Shop terhadap Keputusan Pembelian Generasi Z di Kabupaten Karawang Tiara Brescia Putri; Citra Savitri; Syifa Pramudita Fadilla
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 2 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i2.5305

Abstract

This study aims to investigate the impact of marketing content and e-word of mouth (E-Wom) on purchasing decisions in the context of the TikTok Shop application in Generation Z. The population that is the focus of research is Generation Z who have made transactions through TikTok Shop on their smartphone devices. From a total population of 132,325, 80 respondents were selected for this study using cluster sampling. Data is collected through the use of questionnaires disseminated through the Google Forms platform. Data analysis was performed using (SEM) using Smart PLS 3 devices. The results showed that marketing content has a positive influence on purchasing decisions, and E-Wom has a significant influence on purchasing decisions.
Co-Authors Citra Savitri Tiara Brescia Putri Winda Apriani