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This Author published in this journals
All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Pengabdian Al-Ikhlas Journal of Economics and Business UBS
Rianti Ardana Reswari
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Panca Bhakti
Economics, Econometrics & Finance Education Engineering Health Professions Social Sciences

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Journal : Journal of Economic, Bussines and Accounting (COSTING)

 1 
Antesenden Keputusan Pembelian Produk UMKM Kota Pontianak Melalui Aplikasi Shopee Dina Octaviani; Rianti Ardana Reswari; Cesy Iola Kariza
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 4 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i4.10367

Abstract

The utilization of e-commerce as a marketplace provides opportunities for Micro, Small and Medium Enterprises (MSMEs) because it facilitates transactions and develops businesses through technological innovation. This research offers a perspective on MSME products to use e-commerce as a sales medium by paying attention to programs on discounts and promotions in shaping consumer confidence to lead to purchasing decisions on MSME products. All hypotheses are significantly accepted by showing the results that promotion through the Shopee application can dominantly influence purchasing decisions for products offered by MSME players in Pontianak City. Marketing content management is recommended to market MSME products on the Shopee application.
Co-Authors Cesy Iola Kariza Cesy Iola Kariza Dina Octaviani Ekawati Rahmatullah Rizieq Rini Suryani