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p-Index From 2020 - 2025
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All Journal Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Rike Selviasari
Fakultas Ekonomi Universitas Islam Kadiri
Decision Sciences, Operations Research & Management

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The Role of Entrepreneurial Marketing, Digital Marketing Through Product Innovation on SMEs Business Performance Rike Selviasari; Sudarmiatin; Rafikhein Novia Ayuanti
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Vol. 3 No. 1 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jambak.v3i1.9245

Abstract

As the Indonesian economy develops, SMEs continue to be an important sector in the commercial landscape. Tofu sector entrepreneurs in Jombang Regency are the subjects of this research. The aim of this research is to examine the influence of digital marketing strategies and entrepreneurship on business performance which is influenced by the suitability of innovative products. The author conducted research using a sample size of 150 SME business actors using quantitative methods with a descriptive approach. According to this research, the impact of digital marketing on business performance is significantly reduced, and the influence of entrepreneurial marketing policies on business performance is significantly reduced through product innovation. Based on research findings, increasing product innovation and digital proficiency
The Influence of Social Media Promotion and Marketplace Website Design Quality on Purchasing Decisions with Consumer Trust (Shopee) as a Mediation Variable (Case Study on Uniska Kediri Students) Rafikhein Novia Ayuanti; Sudarmiatin Sudarmiatin; Rike Selviasari
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Vol. 3 No. 1 (2024): May 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jambak.v3i1.9254

Abstract

This research aims to analyze the influence of social media promotions and the quality of Shopee website design on UNISKA Kediri students purchasing decisions with the mediation of consumer trust variables. The research method used was quantitative with data collection techniques through questionnaires distributed to 160  UNISKA Kediri students. The data analysis technique used is PLS (Partial Least Squares) using SmartPLS 4.0 software.The research results show that social media promotion and the quality of the Shopee website design have a significant positive influence on UNISKA Kediri students' purchasing decisions. The consumer trust variable is proven to mediate the relationship between social media promotions, website design quality, and purchasing decisions. The implication of this research is that Shopee needs to improve its social media promotion strategy and website design quality to increase consumer confidence and purchasing decisions for UNISKA Kediri students
Co-Authors Rafikhein Novia Ayuanti Rafikhein Novia Ayuanti Sudarmiatin