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Contact Name
Qona'ah El Hasan
Contact Email
digibe@uniku.ac.id
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+628976580678
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digibe@uniku.ac.id
Editorial Address
Fakultas Ekonomi dan Bisnis Universitas Kuningan Program Studi Bisnis Digital Jl. Cut Nyak Dhien No. 36 A Kuningan
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Kab. kuningan,
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INDONESIA
DIGIBE: Digital Business and Entrepreneurship Journal
Published by Universitas Kuningan
ISSN : -     EISSN : 30322480     DOI : https://doi.org/10.25134/digibe
Core Subject : Economy, Science, Social,
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Digibe: Digital Business and Entrepreneurship Journal (E-ISSN : 3032-2480) is a research journal serving as a platform for articles around digital business and entrepreneurship themes. This journal is published by the Faculty of Economics and Business, Universitas Kuningan. All submitted articles to this journal undergo a thorough review process conducted by designated reviewers through Single Blind Review. Its publication frequency is semi-annual, specifically in February and August. Focus & Scope : Digital Business Financial Technology Start Up Business Entrepreneurship Digital Marketing Management (Marketing, Operations, Finance, Human Resource, Strategic, Management Information System) Small Medium Enterprises (SMEs) Technology in Business Data Science & Business Intelligence Big Data & Business Analysis UI/UX for Business
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 5 Documents
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Search results for , issue "Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal" : 5 Documents clear
ANTESEDEN MINAT BELI PADA E-COMMERCE LAZADA DENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING: (Survei pada Masyarakat Kabupaten Kuningan) Amalia Cantika; Wachjuni; Vigory Gloriman Manalu
DIGIBE : Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.2

Abstract

The purpose of this study was to analyze whether electronic word of mouth and celebrity endorsers affect purchase intention in e-commerce Lazada through consumer trust. The research method used is descriptive research method with the population in this study is the Kuningan Regency community who have visited and have never made a purchase at Lazada e-commerce whose number is unknown. The sampling technique used a non-probability technique with a sample of 200 respondents. The data collection technique used in this study was by distributing questionnaires and measuring them using an interval scale. The analytical tool used in this research is SEM AMOS. The results showed that: (1) E-WOM positively and significantly affected purchase intention in Lazada's e-commerce. (2) Celebrity endorsers have a significant effect on purchase intention in Lazada e-commerce. (3) E-WOM positively and significantly affects consumer confidence in Lazada e-commerce. (4) Celebrity endorsers have a positive and significant effect on consumer confidence in Lazada e-commerce. (5) Consumer trust positively and significantly affects purchase intention in Lazada e-commerce. Keywords: electronic word of mouth; celebrity endorser; purchase intention; consumer trust
PENGARUH ONLINE STORE IMAGE DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TOKOPEDIA: (Survey pada Masyarakat di Kabupaten Kuningan) Alviana Dwi Novita; Wachjuni Wachjuni; Vigory Gloriman Manalu
DIGIBE : Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.3

Abstract

This research aims to determine the influence of online store image and online customer reviews on purchasing decisions for online store products on Tokopedia. By knowing the factors that influence consumer purchasing decisions, companies can get important information to implement better marketing strategies, especially in online media. This research uses descriptive and verification methods with the population being people who have made known Tokopedia transactions in the Kuningan Regency area. The sampling technique used purposive sampling technique with a sample size of 100 people. The data collection technique used in this research is by distributing questionnaires and measuring using an interval scale. Data analysis uses multiple linear regression analysis assisted by SPSS 23 software. Based on the results of research that has been carried out, it shows that: (1) online store image and online customer reviews together have a positive and significant effect on purchasing decisions at Tokopedia, (2) online store image has a positive and significant effect on purchasing decisions at Tokopedia (3) online customer reviews have a positive and significant effect on purchasing decisions at Tokopedia  Keywords: Online Store Image, Online Customer Review, Purchasing Decisions.
PENGARUH VIRAL MARKETING DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN RAZWA CAFÉ NAGARAKEMBANG: (Studi Kasus di Razwa Café Nagarakembang Majalengka) Resnu Hendriyadi; Dikdik Harjadi; Wely Hadi Gunawan
DIGIBE : Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.4

Abstract

This research raises problems related to the consumer purchasing decisions of Razwa Café Nagarakembang Majalengka which have not been maximized. The purchasing decision problem can be determined by various factors, including viral marketing and store atmosphere. The aim of carrying out this research is to determine the influence patterns of viral marketing and store atmosphere on purchasing decisions, both simultaneously and partially. There are three hypotheses that will be tested, namely viral marketing and store atmosphere influence purchasing decisions together, and viral marketing and store atmosphere have a positive influence on purchasing decisions individually. This research uses a quantitative method approach. The sample determination in this research was carried out efficiently based on random sampling. The sample size used was 100 respondents. The data collection technique is questionnaire-based with data analysis techniques using multiple linear regression models. The research results show that: (1) the viral marketing and store atmosphere variables simultaneously have a significant effect on purchasing decisions, (2) the viral marketing variable partially has a significant effect in a positive direction on purchasing decisions, (3) the store atmosphere variable partially has a significant effect in a positive direction on purchasing decisions. Keywords: viral marketing; store atmosphere; purchase decision
PENGARUH IKLAN DAN KEPERCAYAAN TERHADAP MINAT BELI KONSUMEN PADA MARKETPLACE BLIBLI.COM: (Survei pada Mahasiwa Fakultas Ekonomi dan Bisnis Universitas Kuningan) Elsa Rinjani; Dadang Suhardi; Munir Nur Komarudin
DIGIBE : Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.8

Abstract

This research aims to determine the influence of advertising and trust on purchasing interest in the Blibli.com marketplace. The population in this study were all students from the Faculty of Economics and Business, Kuningan University, namely 2,177 people. Determination of sample size was based on the Slovin formula and a sample size of 96 respondents was obtained purposively. The research method that the author uses in this research is a survey method using a questionnaire distributed via Google Forms. The data collection technique that the author uses in this research is a questionnaire with measurements using an interval scale. The data obtained was then processed and analyzed using a multiple linear regression model with the help of the SPSS version 23 application. Hypothesis testing was carried out using verification analysis techniques based on the t-test and F-test. The results of the study showed that: (H1) advertising variables have a positive and significant effect on interest purchase, (H2) the trust variable has a positive and significant effect on purchase interest, and (H3) the advertising and trust variables simultaneously influence purchase interest.  Keywords: advertising; trust; buying interest
PENGARUH PROMOSI DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG JASA TRANSPORTASI ONLINE GRAB Teti Hartati; Dede Djuniardi; Munir Nur Komarudin
DIGIBE : Digital Business and Entrepreneurship Journal Vol. 1 No. 1 (2023): Digibe : Digital Business and Entrepreneurship Journal
Publisher : FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS KUNINGAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/digibe.v1i1.9

Abstract

Penelitian ini dilakukan pada pengguna jasa transportasi online Grab di Kecamatan Kuningan. Tujuan penelitian ini adalah untuk mengetahui bagaimana pola pengaruh variabel Promosi dan variabel Persepsi Harga terhadap Minat Beli Ulang jasa transportasi online Grab. Populasi dalam penelitian ini sebanyak 108 responden, teknik pengambilan sampel menggunakan purposive sampling, metode pengumpulan data menggunakan kuesioner Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif untuk menggambarkan karakteristik sampel dan persepsi responden serta metode verifikatif untuk menguji dampak promosi dan persepsi harga terhadap minat beli ulang. Adapun teknik analisis data yang dilakukan didasarkan pada model regresi linear berganda. Di dalam model tersebut digunakan dus statistik uji, yaitu uji F untuk pengujian hipotesis secara serentak, dan uji t untuk menguji hipotesis secara individual. Hasil pengujian menyatakan: (1) Variabel Promosi berpengaruh positif dan signifikan terhadap Minat Beli Ulang. (2) Variabel Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli Ulang. (3) Promosi dan Persepsi Harga secara simultan berpengaruh dan signifikan terhadap Minat Beli Ulang. Kata kunci: promosi; persepsi harga; minat beli ulang   Abstract This research was conducted on users of the Grab online transportation service in Kuningan District. The aim of this research is to find out the influence pattern of Promotion variables and Price Perception variables on Repurchase Interest in Grab online transportation services. The population in this study was 108 respondents, the sampling technique used purposive sampling, the data collection method used a questionnaire. This research uses a quantitative approach with descriptive methods to describe sample characteristics and respondents' perceptions as well as verification methods to test the impact of promotions and price perceptions on repurchase interest. The data analysis technique used is based on a multiple linear regression model. In this model, test statistics are used, namely the F test for testing hypotheses simultaneously, and the t test for testing hypotheses individually. The test results state: (1) Promotion variables have a positive and significant effect on repurchase interest. (2) The Price Perception variable has a positive and significant effect on Repurchase Intention. (3) Promotion and Price Perception simultaneously and significantly influence Repurchase Intention. Keywords: promotion;, price perception; repurchase interest.

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