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All Journal MUKADIMAH: Jurnal Pendidikan, Sejarah, dan Ilmu-ilmu Sosial Jurnal Pengabdian Kepada Masyarakat Patikala Jurnal Peradaban Masyarakat (JPM) International Journal of Educational Narratives International Journal of Multidisciplinary Approach Research and Science Jurnal Riset Multidisiplin dan Inovasi Teknologi Jabdimas: Jurnal Pengabdian Masyarakat Dinamika: Jurnal Pengabdian Masyarakat
harisandi, Prasetyo
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Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Economics, Econometrics & Finance Education Engineering Immunology & microbiology Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Journal : Jurnal Riset Multidisiplin dan Inovasi Teknologi

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E-Customer Behavior Mediates Promotion on E-Commerce Purchase Decision MSME Industry Fairuz Rifqi Abdurahman; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Harisandi, Prasetyo
Jurnal Riset Multidisiplin dan Inovasi Teknologi Том 2 № 01 (2024): January 2024
Publisher : Pt. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jimat.v2i01.469

Abstract

This research aims to explore the impact of promotions on e-commerce purchasing decisions among MSMEs in Indonesia. In addition, e-customer behavior is studied as a mediator of promotional activities and purchasing decisions. Data was collected from a total of 160 E-commerce users in Indonesia through structured questionnaires and hypothesis testing using the PLS model. These results validate that promotional activities have a significant influence on e-customer behavior and direct purchasing decisions. Purchasing decisions are directly influenced by e-customer behavior. In addition, e-customer behavior completely mediates the relationship between promotional activities and buyer decisions which has an indirect influence. In this study, the sample size was limited to 160 respondents, most of whom came from Jabodetabek, Indonesia. It is recommended that future research use larger sample sizes and include individuals from various industry sectors. Second, this research only focuses on promotions, purchasing decisions through e-customer behavior in MSME e-commerce. This research suggestion will help the e-commerce retail sector to build consumer trust, thereby increasing the e-commerce user base and increasing customer loyalty through various improvements so that it can meet your needs to understand
Future Directions in Strategic Brand Management Research Using Bibliometric Analysis: A Decade Review Indriarti, Resti; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Harisandi, Prasetyo
Jurnal Riset Multidisiplin dan Inovasi Teknologi Том 2 № 01 (2024): January 2024
Publisher : Pt. Riset Press International

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59653/jimat.v2i01.510

Abstract

This research aim is to examine future directions in strategic brand management research through a bibliometric computational mapping analysis using VOS viewer. Publish or Perish reference manager application is used to retrieve the Google Scholar database in order to fulfill research data. The title and abstract of the article are used to provide guidance on the search process based on the keywords "Strategic Brand Management". The results showed 997 relevant articles. The search for publication data used as study material was carried out in the last ten years (2013-2023). The results also showed that there are two larger circles comparing others, namely “brand loyalty” and “business strategy”. The term “brand loyalty” is associated with 15 links, 33 total link strength, and 30 occurrences, while the term “business strategy” is associated with 10 links, 33 total link strength, and 31 occurrences. The results of strategic brand management research in the last ten years show a declining trend, from 104 publications to 61 publications. There were only increase a little bit in 2015, from 104 publications to 115 publications, and increase in 20203, from 80 publications to 93 publications. Based on a downward trend, publications on strategic brand management in the last ten years were dominated by 2015 (115 publications). The results of this study are expected to inspire and develop the articles of related terms in the future.
Co-Authors Agusti, Muhammad Randika Alvaro, Steven Jordan Dewi Kartika Dirgantari, Puspo Fairuz Rifqi Abdurahman Hariroh, Fikih Maria Rabiatul Indriarti, Resti Istiqomah, Anisah Jalaludin, Engga Monica, Winda MUHAMMAD KOSIM, MUHAMMAD Muhsoni, Ridwan Puspo Dewi Dirgantari Putih, Muhadar Muhadar Ramdani, Cecep Ratih Hurriyati Safira, Occha putrie Syah, Dika Argiyan Yahya, Adibah