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All Journal Asia-Pacific Management and Business Application EQIEN - JURNAL EKONOMI DAN BISNIS Jurnal Pengabdian Pelitabangsa Jurnal Pelita Manajemen Jurnal Lentera Pengabdian PEDAMAS (Pengabdian Kepada Masyarakat)
Yunita Ramadhani Ratnaningsih DS, Yunita Ramadhani
Universitas Pelita Bangsa
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : EQIEN - JURNAL EKONOMI DAN BISNIS

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MENINGKATKAN MINAT PEMBELIAN MENGGUNAKAN E-COMMERCE SHOPEE MELALUI IKLAN DAN CITRA MEREK DIMEDIASI KEPERCAYAAN KONSUMEN DI MASA PANDEMI COVID-19 Yunita Ramadhani Ratnaningsih DS
Eqien - Jurnal Ekonomi dan Bisnis Vol 10 No 2 (2022): EQIEN - JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (273.272 KB) | DOI: 10.34308/eqien.v10i2.677

Abstract

This study aims to examine the effect of advertising, brand image and consumer trust on online buying interest. This study also aims to examine the effect of advertising and brand image on consumer trust in E-Commerce Shopee. This research is a quantitative research, the sampling method used is non-probability sampling with purposive sampling type. The population in this study were all Shopee users in Bekasi Regency and the sample used was 214 Shopee users aged over 17 years and domiciled in Bekasi Regency. The analysis technique used is Structural Equation Modeling (SEM) with the help of AMOS 23 software. The results of this study indicate that there is a significant influence between brand image on consumer trust, advertising on consumer trust and advertising on buying interest, while brand image on buying interest and trust on buying interest does not have a significant effect.
PENGARUH FoMO, KESENANGAN BERBELANJA DAN MOTIVASI BELANJA HEDONIS TERHADAP KEPUTUSAN PEMBELIAN TIDAK TERENCANA DI E-COMMERCE SHOPEE PADA WAKTU HARBOLNAS Yunita Ramadhani Ratnaningsih DS; Anissa El Halidy
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 03 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi DR KH EZ Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34308/eqien.v11i03.1098

Abstract

Unplanned purchase decisions not only occur in offline stores but also in e-commerce. This study aims to determine the effect of FoMO, Shopping Pleasure, and Hedonic Shopping Motivation on unplanned purchase decisions on e-commerce Shopee during Harbolnas. The research method used is quantitative by distributing questionnaires to 100 respondents. The sampling method used non-probability sampling with purposive sampling technique. The data analysis used is validity test, reliability test, classical assumption test, multiple linear regression test and hypothesis testing with the help of SPSS 23 as a test tool. The results showed that the variables FoMO, Shopping Pleasure, and Hedonic Shopping Motivation had an effect on unplanned purchasing decisions on Shopee e-commerce during Harbolnas.
Co-Authors Anissa El Halidy Daspar Daspar Edy Saptono Hamzah Muhammad Mardi Putra Miftakul Huda Nani Hartati Nasrun Baldah Nur Aeni Nurul Izna Azkya Rina Nurjanah Rismawati Siska Wulandari Sunita Dasman wiji safitri