Jurnal Ekonomi dan Bisnis

PERANAN KUALITAS PRODUK DAN DISKON PRODUK PADA PENGARUH LIVE STREAMING TERHADAP PERILAKU IMPULSIVE BUYING PADA APLIKASI TIKTOK

2025-07-19T14:33:04+07:00

The aim of this research is to examine the role of product discounts and product quality in the influence of live streaming on impulsive buying behavior within the TikTok application. This study employs a quantitative approach, collecting data through a questionnaire distributed via Google Forms to respondents aged 12 to 27 who are consumers of TikTok e-commerce. This research used 106 respondents as samples. The analysis results indicate that live streaming does not effect to impulsive buying on Gen Z in Yogyakarta. This research suggests that despite online sales through live streaming, the phenomenon of impulsive buying does not occur. Live streaming that implemented by e-commerce owners on TikTok has no effect to Gen Z's purchasing decisions, who tend to shop rationally while watching live streams. Additionally, the quality of products and discount products offered during live streaming does not moderate effects impulsive buying behavior to Gen Z in Yogyakarta.

PENGARUH INFLUENCER MARKETING, CITRA MEREK DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI TIKTOK (STUDI KASUS MAHASISWA DI YOGYAKARTA)

2025-06-04T04:48:37+07:00

This study aims to examine the influence of influencer marketing, brand image, and trust on purchasing decisions for the men's skincare brand Elvicto through the TikTok application in Indonesia. A quantitative research method was employed, utilizing a survey of 100 respondents who are TikTok users and have purchased Elvicto products. Data analysis was conducted using validity, reliability, classical assumption tests, multiple linear regression, and hypothesis testing. The results reveal that influencer marketing has a positive and significant effect on purchasing decisions, while brand image and trust do not show a significant impact. This study highlights the crucial role of influencer marketing in shaping consumer purchasing behavior, whereas brand image and trust require further reinforcement to enhance Elvicto’s marketing effectiveness. The novelty of this research lies in its focus on Indonesian male consumer behavior within the TikTok social commerce context, uncovering that influencer marketing exerts a more dominant influence than traditional factors such as brand image and trust, offering a new perspective on digital marketing dynamics in the men's skincare industry.

PERAN FINANCIAL WELL-BEING DAN AKSES PERMODALAN DALAM MENINGKATKAN KINERJA KEUANGAN USAHA MIKRO DI KECAMATAN KADIPATEN TASIKMALAYA

2025-07-18T18:18:02+07:00

This study aims to analyze the influence of financial well-being and access to capital on the financial performance of microenterprises. Microenterprises play a vital role in the local economy but often face financial constraints that hinder their sustainability and growth. Using a quantitative approach, primary data were collected through structured questionnaires from 100 microenterprise owners in [insert location]. Financial well-being was measured based on perceptions of personal financial management capabilities, while access to capital included the ease, sources, and frequency of obtaining business funding. Financial performance was assessed using indicators such as income, revenue growth, and business profitability. Multiple linear regression analysis revealed that both financial well-being and access to capital have a significant and positive effect on microenterprise financial performance. These findings highlight the importance of strengthening personal financial capacity and expanding access to capital in enhancing the resilience and development of micro, small, and medium-sized enterprises (MSMEs) at the local level.

DETERMINAN PROFITABILITAS PADA PERUSAHAAN SUBSEKTOR PERTAMBANGAN BATUBARA YANG TERDAFTAR DI BURSA EFEK INDONESIA PERIODE 2017-2021

2025-07-18T19:07:36+07:00

This study targets to examine the impact of sales growth, inventory turnover, and working capital turnover on profitability of coal mining subsector companies. Indonesia's coal reserves are estimated to have a lifespan of 65 years. Coal is one of the main export commodities so it contributes greatly to Indonesia's economy. This research's method is quantitative by using secondary data. The coal mining subsector business listed in IDX during 2017 – 2021 period chosen as the population. The sampling approach used in this research is purposive sampling technique with the final number of samples as many as 14 companies. The data analysis approach used is multiple linear regression using SPSS 25 version. The final result of this research shows that sales growth partially has a positive effect on profitability, inventory turnover partially has a negative effect on profitability, and working capital turnover partially does not have an effect on profitability. This study's results also show that sales growth, inventory turnover, and working capital turnover simultaneously have a significant effect on profitability.

PENGARUH HARGA, DESAIN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BENGKEL KAYU SANTU DAMIAN CANCAR

2025-07-18T19:44:02+07:00

The purpose of this study was to analyze the effect of price, design and product quality on consumer purchasing decisions at St. Damian Cancar wood working shop partially and simultaneously. The population of this research is all the consumers of St. Damian Cancar wood working shop, with a total of 34 respondents who are used as research objects. The data were collected through questionnaires distributed to respondents and then analyzed using descriptive statistical analysis and multiple linear regression analysis with the help of the SPSS version 26 program. The results of this study state that partially the price has a positive and significant effect on purchasing decisions, product design has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on consumer purchasing decisions at St. Damian Cancar wood working shop. Simultaneously, price, design and product quality have a positive and significant effect on consumer purchasing decisions at St. Damian Cancar wood working shop.

PENGARUH PERCEIVED SECURITY DAN DESENTRALISASI TERHADAP MANFAAT FINANSIAL PADA ASET KRIPTO

2025-07-20T13:40:55+07:00

Crypto assets have become part of investment products legalized by the government in Indonesia, especially under the supervision of Otoritas Jasa Keuangan (OJK). This study aims to test whether there is an influence of perceived security on financial benefits, the influence of decentralization on financial benefits and the simultaneous influence of perceived security and decentralization perception on financial benefits on crypto assets. The sampling method is purposive sampling, namely individuals who have or have crypto assets or have never owned them, but have good knowledge of crypto assets. A questionnaire was used to collect data, using a 5-point Likert scale, namely strongly agree to strongly disagree. With a total of 34 respondents, the results showed that decentralization has a significant positive effect on financial benefits, with a significance level of 0.00. Meanwhile, perceived security does not have a significant positive effect on financial benefits, with a significance level of 0.143. Simultaneous testing also showed significant results with a significance level of 0.01. These results indicate that perceived security is not a factor in obtaining future financial benefits, especially for crypto assets. While the main characteristic of crypto assets, namely decentralization, is a factor that influences the desire to obtain financial benefits in the future.