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p-Index From 2019 - 2024
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This Author published in this journals
All Journal Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Business
Andre Wijaya
Universitas Pradita
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering

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Pengaruh Bauran Ritel terhadap Keputusan Pembelian pada Gerai Mixue di Jabodetabek Meilisa Alvita; Adryan Rachman; William Widjaja; Andre Wijaya
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 5 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.2633

Abstract

Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh bauran ritel terhadap keputusan pembelian pelanggan di toko Mixue di Jabodetabek. Studi ini menggunakan pendekatan kuantitatif. Penelitian ini melibatkan responden yang telah mengunjungi dan membeli barang di gerai Mixue di kawasan Jabodetabek, dan jumlah sampel yang digunakan adalah 280 orang. SMART PLS 3.0 digunakan untuk analisis regresi berganda dalam penelitian ini. Hasil penelitian menunjukkan bahwa lokasi, harga, dan promosi memengaruhi keputusan pembelian yang sangat besar. Sementara merchandise, atmosfer toko, dan layanan tidak memengaruhi keputusan pembelian.
Pegaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tokopedia Melalui Electronic Word of Mouth Sebagai Variabel Intervening Andre Wijaya; Adryan Rachman
ManBiz: Journal of Management and Business Vol 3 No 3 (2024): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/manbiz.v3i3.7217

Abstract

With rapid growth, researchers are intrigued to investigate the factors influencing consumer purchasing decisions on this platform. Through data collection and analysis, this research aims to provide deeper insights into how electronic word of mouth (e-WOM) influences purchasing decisions on Tokopedia. As a popular e-commerce platform, further understanding of these factors is expected to contribute to the development of marketing strategies and enhancement of consumer experiences on Tokopedia. This study utilizes purposive sampling and non-probability sampling techniques, involving 200 respondents from the community of Tangerang City who use Tokopedia for daily shopping. Data collection is carried out through G-form tools and manual methods with a questionnaire of statements using a 5-point Likert scale. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques for hypothesis testing and data validity. From the discussion of each hypothesis, some hypotheses are rejected as they surpass the theoretical significance value. The variable rejected is the consumer trust variable in purchasing decisions. This rejection aligns with prior research on Scarlett products, finding that consumer trust has a positive and significant impact on purchasing decisions, while brand image and brand ambassadors do not significantly influence purchasing decisions (Putri & Harti, 2022). The results of this study indicate that the role of electronic word of mouth (e-WOM) mediates the influence of consumer trust on purchasing decisions among Tokopedia users in Tangerang City.
Co-Authors Adryan Rachman Meilisa Alvita William Widjaja