E-QIEN - Jurnal Ekonomi dan Bisnis
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Online Marketing Model for Purchase Intention on High Involvement Products Using the Theory of Planned Behavior Approach: Social Media Marketing, Online Purchase Intention, Consumer Engagement, Actual Purchases behavior, High-Involvement Products.
No full textThis study aims to examine and analyze the influence of social media marketing on purchase intention and actual purchase behavior, with consumer engagement as a mediating factor for high involvement products in Indonesia. Using a quantitative research approach, a survey design was employed. The population for this study includes social media users who have made online purchases in Indonesia. The target sample size is 350 respondents, selected through purposive sampling. Data collection was conducted through online surveys using Google Forms. The research model was analyzed using Structural Equation Modeling (SEM) through AMOS 24. Findings indicate that social media marketing has a significant positive impact on consumer engagement; social media marketing significantly influences purchase intention; consumer engagement significantly affects purchase intention; consumer engagement mediates the relationship between social media marketing and purchase intention; and purchase intention significantly impacts actual online buying behavior. This study offers theoretical implications by contributing to the understanding of social media marketing, purchase intention, consumer engagement, and actual purchase behavior for high involvement products in Indonesia, and provides managerial insights for businesses aiming to optimize their social media strategies to enhance consumer purchase intention and actual behavior
The Analysis of Digital Marketing Strategy of Starbucks in Shanghai, China
Full text linkThis study examines Starbucks\u27 marketing strategies in China, within a dynamic competitive landscape and the evolving post-COVID-19 consumer behavior. Using a descriptive research design, data was collected through interviews and document analysis, supplemented by a survey of 69 participants. The study explores Starbucks\u27 localization strategies, challenges from local competitors, and the impact of global events on its operations. Theoretical frameworks such as the 4P Marketing Theory, Gratifications Theory, Global Marketing Strategy, Motivation Needs Theory, Value Chain Analysis, and the RACE model guided the analysis. The findings indicate strong brand loyalty driven by effective digital marketing and local adaptation, though pricing remains a key concern for consumers. Thematic analysis identified eight key themes influencing Starbucks\u27 success, including customer engagement and technological integration. While Starbucks has successfully localized its offerings, further enhancements in personalization and pricing strategies are recommended. The study suggests future research on customer segmentation, emerging technology applications, and corporate social responsibility initiatives to strengthen market competitiveness. These insights provide valuable implications for Starbucks to sustain its market position and drive continued growth in Shanghai’s evolving consumer landscape
THE IMPACT OF DIGITAL MARKETING AND BRAND IMAGE ON CONSUMER DECISIONS REGARDING THE PURCHASE OF AIRASIA AIRLINE TICKETS
No full textThe objective of this research was to ascertain the impact of consumer purchasing decisions for Air Asia flight tickets. In this study, the variables of digital marketing and brand image are employed as dependent variables. Primary data were collected using non-probability sampling techniques, which do not provide equal opportunities for each element or member of the population to be selected as a sample. The sample used in this research consisted of 97 individuals. The data analysis method employed in this research is multiple linear regression. The findings of the research indicate that digital marketing and brand image have a positive and significant impact on purchasing decisions, to some extent. The calculated F-value of 50.839 with a significance level of 0.000 < 0.05 indicates that the entire dependent variable exerts a simultaneous effect on purchasing decisions. The R-squared value demonstrates that the entire dependent variable accounts for a simultaneous effect of 52.0%
PENGARUH DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI OLEH WORD OF MOUTH PADA PRODUK SKINCARE NEWFIVEZ
No full textThis study aims to determine the effect of Digital Marketing on purchasing decisions for Newfivez skincare products in Palu City which is mediated by Word of Mouth. This study uses a quantitative approach with a survey method through distributing questionnaires to 100 Newfivez consumers. Data analysis was carried out using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS) with the help of SmartPLS 4.1 software. The results showed that Digital Marketing has a positive and significant effect on Word of Mouth, and Word of Mouth has a significant effect on purchasing decisions. In addition, Word of Mouth is proven to mediate the relationship between Digital Marketing and purchasing decisions. These findings suggest that proper implementation of Digital Marketing can drive purchasing decisions indirectly through increasing Word of Mouth among consumers.Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing terhadap keputusan pembelian produk skincare Newfivez di Kota Palu yang dimediasi oleh Word of Mouth. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 100 konsumen Newfivez. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa Digital Marketing berpengaruh positif dan signifikan terhadap Word of Mouth, dan Word of Mouth berpengaruh signifikan terhadap keputusan pembelian. Selain itu, Word of Mouth terbukti memediasi hubungan antara Digital Marketing dan keputusan pembelian. Temuan ini menunjukkan bahwa penerapan Digital Marketing yang tepat dapat mendorong keputusan pembelian secara tidak langsung melalui peningkatan Word of Mouth di kalangan konsumen
Mekanisme Akuntabilitas Sovereign Wealth Fund: Perbandingan antara BPI Danantara dan GPFG Norwegia
Full text linkThe accountability mechanism in Sovereign Wealth Funds (SWF) is a crucial aspect in ensuring transparency and sustainability in the management of state investment funds. This mechanism is reflected in the implementation of oversight and managerial responsibility within SWFs. BPI Danantara, as Indonesia’s SWF, operates under an internal oversight system involving a Board of Supervisors, an audit committee, and external monitoring from public auditors and relevant state institutions in a decentralized manner. In terms of managerial responsibility, the Business Judgment Rule (BJR) is applied, providing legal protection for managers in investment decision-making, as long as it is conducted in good faith and without negligence. However, this mechanism still poses a significant risk of corruption due to Indonesia’s low Corruption Perceptions Index (CPI) score. Meanwhile, Norway’s Government Pension Fund Global (GPFG) has a stricter oversight structure, with a hierarchical reporting system from Norges Bank Investment Management (NBIM) to the Ministry of Finance and direct supervision by the Norwegian Parliament. Although GPFG does not apply BJR, it has consistently achieved the highest transparency scores and enjoys stronger public trust in its governance. This study aims to analyze the differences in supervisory regulations and managerial accountability between these two institutions
ANALISIS FAKTOR FAKTOR YANG MEMEPENGARUHI PROFITABILITAS PADA PERUSAHAAN CONSUMER CYCLICASLS YANG TERDAFTAR DI BURSA EFEK INDONESIA
No full textConsumer Cyclicals is a sector that is greatly influenced by changes in the economic cycle. Companies in this sector, such as those engaged in automotive, durable consumer goods, tourism, entertainment, and retail, tend to experience increased demand when economic conditions improve and decline during recessions. The purpose of this study is to analyze the factors that affect profitability in Consumer Cyclicals companies listed on the Indonesia Stock Exchange. This study uses a quantitative approach with the type of associative research. The results of this study show that factors such as leverage, company size, liquidity, and sales growth have a significant influence on the profitability of companies in the Consumer Cyclicals sector listed on the IDX. Low leverage, as seen in PT Ace Hardware Indonesia Tbk (DER 0.5 and ROE 12%), contributed to higher profitability. Company size also plays a role, with large companies such as PT Indomaret (market capitalization of IDR 50 trillion and ROA of 7%) showing better performance. In addition, high liquidity (PT MAP Aktif Adiperkasa Tbk, current ratio of 2.0 and ROE of 11%) and stable sales growth also support the company\u27s profitability. Companies with good governance and cost efficiency, such as PT Ace Hardware Indonesia Tbk, also showed better performance (GCG score of 85 and net profit margin of 8%). Therefore, companies in this sector need to focus on managing their capital structure, liquidity, and innovation to ensure their continuity and profitability growt
IHSG dan Tantangan Ekonomi Global: Moderasi Suku Bunga The Fed dalam Pengaruh Ekonomi Makro (2019-2023)
Full text linkThis study aims to examine the impact of macroeconomic factors, including the Rupiah exchange rate, interest rates, inflation, and global oil prices, on the Jakarta Composite Index (IHSG), with the Fed\u27s interest rate serving as a moderating variable. A quantitative method is employed using secondary data from the 2019-2023 period. The results indicate that domestic interest rates and global oil prices significantly affect the IHSG, while the Rupiah exchange rate and inflation do not. Moreover, the Fed\u27s interest rate moderates the effects of domestic interest rates and global oil prices on the IHSG but does not moderate the influence of the Rupiah exchange rate and inflation. These findings suggest that the impact of macroeconomic factors on the IHSG in Indonesia does not always align with the predictions of Signaling Theory and the Mundell- Fleming Model.This study aims to examine the impact of macroeconomic factors, including the Rupiah exchange rate, interest rates, inflation, and global oil prices, on the Jakarta Composite Index (IHSG), with the Fed\u27s interest rate serving as a moderating variable. A quantitative method is employed using secondary data from the 2019-2023 period. The results indicate that domestic interest rates and global oil prices significantly affect the IHSG, while the Rupiah exchange rate and inflation do not. Moreover, the Fed\u27s interest rate moderates the effects of domestic interest rates and global oil prices on the IHSG but does not moderate the influence of the Rupiah exchange rate and inflation. These findings suggest that the impact of macroeconomic factors on the IHSG in Indonesia does not always align with the predictions of Signaling Theory and the Mundell- Fleming Model
CASHBACK PROMOTION PADA BRAND LOYALTY PENGGUNA DOMPET DIGITAL DENGAN GENDER SEBAGAI VARIABEL MODERASI
Full text linkPenelitian ini bertujuan untuk mengetahui pengaruh cashback promotion terhadap brand loyalty dompet digital dengan gender sebagai variabel moderasi pada mahasiswa Universitas Sebelas Maret.
Penelitian ini menggunakan penelitian kuantitatif dengan pendekatan survey. Sampel pada penelitian ini yaitu 384 mahasiswa Universitas Sebelas Maret yang diambil dengan teknik purposve sampling. Teknik pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan analisis deskriptif, uji Bnormalitas, uji lineaaritas, uji multikolinearitas, uji heterokedastisitas,uji koefisien determinasi, uji T, dan uji MRA.
Hasil penelitian ini menunjukkan terdapat pengaruh positif antara cashback promotion terhadap brand loyalty dibuktikan dengan nilai koefisien sebesar 0,367. Koefisien positif pada variabel cashback promotion mengindikasikan bahwa peningkatan cashback promotion mempengaruhi brand loyalty pada dompet digital. Berdasarkan uji MRA terdapat hubungan negatif antara cashback promotion dengan gender dibuktikan dengan nilai signifikansi sebesar 0,034. Variabel cashback promotion dengan gender memiliki nilai positif dan tidak signifikan dimana variabel gender tidak dapat memoderasi variabel cashback promotion terhadap brand loyalty pada dompet digital. Temuan penelitian ini akan dijadikan masukan bagi universitas dalam meneliti pengaruh cashback promotion terhadap brand loyalty dompet digital
Navigating Capital Structures Through ESG and Gender Diversity: Evidence from ASEAN Countries
Full text linkThe integration of Environmental, Social, and Governance (ESG) criteria into corporate strategies has gained prominence as companies aim to improve transparency, reduce capital costs, and meet stakeholder expectations. Simultaneously, board gender diversity has been recognized as a critical factor influencing corporate governance and financial decision-making. This study aims to examine and analyze the influence of ESG performance and board gender diversity on capital structure. This research was conducted in 5 ASEAN countries, using the Random Effect Model static panel regression test and a research period of 6 years, from 2018 to 2023. The results showed that ESG performance negatively affects the capital structure as measured by book leverage. Meanwhile, gender diversity shows a positive effect on capital structure as measured by book leverage. This finding aligns with Stakeholder Theory, which posits that ESG engagement builds investor trust, leading to a preference for equity financing
The Influence of Electronic Word of Mouth on Purchase Intention of Somethinc Products in E-Commerce Marketplace Category
No full textThe rapid growth of e-commerce and digital marketing has significantly influenced consumer purchasing decisions, particularly through Electronic Word of Mouth (eWOM). This study examines the impact of Information Credibility, Information Usefulness, Information Adoption, and Attitude Towards Information on Purchase Intention of Somethinc products in e-commerce marketplace platforms. Using a quantitative approach, data were collected through an online survey with convenience sampling, involving respondents who are active marketplace users and familiar with Somethinc. The study employed Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software for data analysis.
The findings indicate that Information Credibility significantly influences both Information Usefulness and Information Adoption, suggesting that credible eWOM enhances consumer decision-making processes. Moreover, Information Adoption and Attitude Towards Information positively affect Purchase Intention, emphasizing the role of consumer perception in driving purchases. However, Information Usefulness does not have a direct impact on Purchase Intention, implying that the mere usefulness of information does not necessarily translate into a purchase decision.
These results reinforce the importance of trustworthy e WOM in shaping consumer behavior. Businesses should focus on enhancing review credibility, optimizing consumer engagement strategies, and leveraging influencer marketing to strengthen their digital marketing efforts. Future research should explore additional factors such as brand loyalty and perceived risk, as well as expand the study to other product categories