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Silfiati Rohmah; Yunita Primasanti; Agung Widiyanto Fajar Sutrisno

Venus: Jurnal Publikasi Rumpun Ilmu Teknik 2025 Asosiasi Riset Ilmu Teknik Indonesia

Turnover intention is the tendency or intention of individuals to leave the organization for various reasons, one of which is the desire to get a better job. This study aims to examine the effect of overtime working hours and leader member exchange on turnover intention of finishing department employees of PT Ungaran Sari Garments. The sample taken was 144 finishing department employees. The sampling technique used the slovin formula with data analysis techniques, namely multiple linear regression using the SPSS 25 program. The results obtained that overtime working hours have a positive and significant effect on turnover intention, while lmx has a negative and significant effect on turnover intention. overtime working hours and leader member exchange have a simultaneous or joint effect on the dependent variable, namely turnover intention of pt usg finishing department employees.

Hafid Anshari; Slamet Widodo

Proceeding of the International Conference on Management, Entrepreneurship, and Business 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

This study aims to analyze the influence of service quality, destination attraction, and supporting facilities on visitor loyalty in the context of halal tourism at Maimun Palace, Medan City. Employing a quantitative approach with an associative research design, the study involved 254 respondents selected using the Slovin formula from a total population of 689 visitors recorded in April 2025. Data were collected through a structured questionnaire using a Likert scale and analyzed using SPSS software. The findings reveal that each independent variable—service, attraction, and facilities—has a positive and significant effect on visitor loyalty. Furthermore, the simultaneous analysis confirms that the combination of these three factors significantly influences loyalty among visitors to the halal tourism destination. These results align with the Customer Satisfaction Theory, which posits that positive experiences related to service delivery, destination appeal, and the availability of appropriate facilities contribute to higher levels of satisfaction, ultimately fostering loyalty. The implications of this study suggest that halal tourism destination managers should prioritize enhancing service quality, preserving the cultural and historical appeal of attractions, and ensuring the availability of facilities that meet the specific needs of Muslim tourists. By doing so, destinations like Maimun Palace can cultivate sustainable visitor loyalty, which is essential for long-term tourism development and competitiveness in the halal tourism sector. This research contributes to the growing body of literature on halal tourism by empirically validating the role of service, attraction, and facilities in shaping visitor loyalty. Future studies are recommended to explore additional variables such as religious compliance, digital engagement, and cultural sensitivity to provide a more comprehensive understanding of loyalty drivers in halal tourism contexts.

Yusuf Saputra

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

This study aims to analyze the influence of Work Discipline and Organizational Culture on Employee Performance at PT. BYD Arista Elektrika Pondok Indah. Employee performance is a key determinant of organizational success, and understanding the internal factors that shape it is essential for effective management. The research employs a quantitative approach, with data collected through questionnaires distributed to 62 respondents representing employees of the company. The data were processed and analyzed using SPSS 27, applying both partial (t-test) and simultaneous (F-test) statistical analyses to examine the significance of the relationships among variables. The results demonstrate that Work Discipline has a positive and significant effect on Employee Performance, emphasizing that adherence to rules, punctuality, and consistent task completion contribute substantially to better performance outcomes. Likewise, Organizational Culture also exerts a positive and significant effect, indicating that shared values, norms, and behavioral patterns within the organization play an important role in shaping employee attitudes and productivity. Furthermore, the F-test findings confirm that both Work Discipline and Organizational Culture, when considered together, significantly influence Employee Performance. The coefficient of determination (R²) is 0.631, meaning that 63.1% of the variance in employee performance can be explained by these two variables, while the remaining 36.9% is attributed to other factors beyond the scope of this study. Specifically, Work Discipline contributes 57.8% and Organizational Culture contributes 51.4% to employee performance. These findings underscore the strategic importance of instilling strong work discipline while simultaneously fostering a supportive and cohesive organizational culture. The practical implication for management is the necessity to design policies and initiatives that not only enforce discipline but also build a positive work environment that motivates employees. Strengthening these aspects is expected to enhance overall productivity, improve organizational outcomes, and create a sustainable competitive advantage for the company.

Lalita Zabrina Buchori; Ida Ayu Sri Brahmayanti

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

This study aims to analyze the effect of leverage, liquidity, and company size on profitability in food and beverage companies listed on the Indonesia Stock Exchange (IDX) during the 2019–2023 period. Testing was conducted both partially and simultaneously to obtain a comprehensive picture of the relationship between variables. This study uses a quantitative approach with a sample of 14 companies selected through a purposive sampling method based on certain criteria, such as the completeness of annual financial reports during the study period and the availability of relevant data. The data used are secondary data obtained from the official IDX website (www.idx.co.id), including annual financial reports containing information on total assets, total liabilities, total equity, financial ratios, and the company's profit level. Data analysis was carried out using the multiple linear regression method using SPSS version 26 software, so that the effect of each independent variable on the dependent variable can be tested both individually and together. The results of the study indicate that simultaneously, the variables leverage (X1), liquidity (X2), and company size (X3) have a significant effect on profitability (Y). However, partial test results revealed that leverage had a negative and significant effect on profitability, indicating that a high proportion of debt can reduce a company's ability to generate profits. Meanwhile, liquidity and company size were not shown to have a significant influence on profitability, suggesting that these factors are not the main determinants of profit performance in this sector. This study implies that food and beverage company management needs to carefully consider capital structure to maintain profitability. For further research, it is recommended to add other variables such as operational efficiency, sales growth, and dividend policy, as well as extend the observation period for more in-depth and representative analysis results.

Annisa Rizki Indriani; Dorothy RH Pandjaitan

Jurnal Bisnis Kreatif dan Inovatif 2025 Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Advancements in information technology have influenced changes in consumer behavior, particularly in making purchasing decisions, especially with the emergence of the Electronic Word of Mouth (EWOM) phenomenon on social media and e-commerce platforms. EWOM refers to the electronic dissemination of information or reviews about products, which many consumers rely on before deciding to purchase a product. This study aims to analyze how three main aspects of EWOM—intensity, Valence of Opinion, and content quality—affect purchasing decisions for Barenbliss lip cosmetic products in Bandar Lampung. This study uses a quantitative-descriptive approach, with data collected through a questionnaire distributed to consumers who have used Barenbliss products and have seen digital reviews about the product. The sample selected consists of consumers with direct experience with the product and who can provide insights into the influence of digital reviews on purchasing decisions. The data collected was analyzed using SPSS 25.0. The results show that all three independent variables—intensity, Valence of Opinion, and content quality—have a significant positive impact on purchasing decisions, either individually or collectively. All hypothesis tests showed significance values below 0.05, indicating that the hypotheses are accepted. These findings suggest that the more frequently consumers are exposed to product reviews, the higher the likelihood they will make a purchase. Positive reviews (Valence of Opinion) were found to enhance consumer trust in the product, while informative and high-quality content further strengthened the intention to purchase. Overall, this study emphasizes that EWOM plays a significant role in shaping consumer purchasing decisions. The intensity of reviews, positive Valence of Opinion, and content quality work together to increase the likelihood of purchasing Barenbliss products in Bandar Lampung.

Wina Puspita Sari; Muria Putriana; Arbifadhil Fikri Anadyar; Ibnu Djauzi; Kalam Mahardika +4 more

Harmoni: Jurnal Ilmu Komunikasi dan Sosial 2025 International Forum of Researchers and Lecturers

The advancement of information technology has transformed consumer behavior, particularly in making online purchasing decisions. YouTube, as one of the leading social media platforms, plays a crucial role in delivering product review content. This study aims to determine the influence of YouTube review content from the GadgetIn channel on online purchasing decisions of the TECNO CAMON 40 Pro 5G smartphone. The research employs a quantitative method with an explanatory survey approach involving 100 respondents who viewed the video titled “HP 3 jutaan bisa segila ini...”. The data analysis technique used is simple linear regression analysis using SPSS. The analysis results indicate a significant influence of GadgetIn's review content on purchasing decisions, with an R² value of 0.568 (56.8%), while the remaining 43.2% is influenced by other factors outside this study. The trust dimension (mean 4.115) was the most dominant factor, while the post-purchase behavior dimension (mean 4.11) was the most affected. Thus, it can be concluded that GadgetIn's review content has a positive and significant impact on consumer purchasing decisions.

Ni Kadek Della; Anak Agung Istri Ngurah Marhaeni

International Journal of Entrepreneurship and Management 2025 Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Public transportation is a primary necessity for supporting daily activities in Denpasar City. One mode of transport that plays a strategic role is the Trans Sarbagita Bus. As a mass transportation service, this bus system is expected to provide effective, efficient, and affordable mobility. This study aims to analyze: (1) public perception of the effectiveness of the Trans Sarbagita Bus service; (2) the simultaneous effect of accessibility, punctuality, and ticket price on service effectiveness; (3) the partial effect of each of these variables; and (4) the strengths, weaknesses, opportunities, and threats (SWOT) of the Trans Sarbagita Bus system. A quantitative method with an associative approach was employed. Data were collected from 105 active respondents through observation, interviews, and a five-point Likert scale questionnaire, and analyzed using multiple linear regression via SPSS. The findings show that: (1) public perception is generally positive, especially in terms of comfort and safety, although accessibility and punctuality remain suboptimal; (2) accessibility, punctuality, and ticket price simultaneously have a significant effect on service effectiveness; (3) each of these variables also has a positive and significant partial effect; and (4) strengths lie in low fares and safety, while key weaknesses include limited access and delays. Opportunities stem from policy support and rising public awareness, whereas threats include the dominance of private vehicles and low intermodal integration. It is recommended that the government enhance public transport campaigns through media and community partnerships, as well as expand bus stop access and intermodal connectivity to improve service effectiveness.

Citradewi, Jihan; Siska, Elmira; Indra, Natal

CiDEA Journal 2025 Universitas 17 Agustus 1945 Semarang

This study aims to determine the influence of product quality and price on purchasing decisions for MSME products in Dekranasda Depok City. The method used in this study is a quantitative approach with primary data collection through questionnaires. The sample in this study consisted of 50 consumers who shopped at Dekranasda Depok City and were selected using the side-by-side accidental method. Data analysis was performed using descriptive statistics, instrument data tests, multiple regression analysis, and hypothesis testing using IBM SPSS Statistics 25 software. The results showed that product quality partially impacts purchasing decisions, and prices partially impact MSME product purchasing decisions. When these two variables are observed simultaneously, both product quality and price have a significant influence on the purchase decision of MSME products Dekranasda Depok City

Herman Wijaya; Media Listiana Rahayu

Kajian Ekonomi dan Akuntansi Terapan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study examines the influence of leverage, profitability, and capital structure on earnings management in consumer non-cyclicals companies listed on the Indonesia Stock Exchange (IDX) during the period 2019–2023. Earnings management has become a central issue in financial reporting, as it reflects managerial discretion in presenting financial information that may not fully align with the company’s actual economic condition. Understanding the determinants of earnings management is therefore essential to enhance transparency, credibility, and stakeholder trust in corporate financial reports. The research employed a quantitative approach using multiple linear regression analysis, with data processed through SPSS version 25. The sample consisted of 104 company-year observations, which were selected using purposive sampling techniques and subsequently refined through outlier testing to ensure data validity and reliability. The independent variables analyzed were leverage, profitability, and capital structure, while earnings management served as the dependent variable. The empirical findings demonstrate that leverage and profitability exert a significant influence on earnings management practices. Specifically, companies with higher leverage tend to engage in earnings management as a mechanism to meet financial obligations and reduce the risk of violating debt covenants. Similarly, higher profitability motivates managers to manipulate earnings in order to sustain investor confidence and maintain a favorable corporate image. In contrast, capital structure is found to have no significant effect on earnings management, indicating that financing decisions between debt and equity may not directly influence managerial behavior in financial reporting. These results highlight the importance of monitoring leverage and profitability indicators as potential predictors of earnings management. For corporate management, the findings suggest the need to implement stronger internal control systems and uphold ethical financial practices. For investors and regulators, the study provides useful insights into assessing company performance beyond reported earnings, thereby supporting more informed decision-making and promoting the integrity of capital markets.

Nopelice Anou; Nur Al-faida; Gandhi Pratama

International Journal of Medicine and Health 2025 Lembaga Pengembangan Kinerja Dosen

Toddlers are the age group that most often suffers from nutritional problems, both undernutrition and severe malnutrition. Nutritional needs for children need to be considered early in their lives. Malnutrition can have unavoidable bad consequences, namely the worst manifestation can cause death. It is recorded that hundreds of millions of children in the world suffer from deficiencies, meaning that this problem occurs in a very large population. Objective: To determine the factors related to the nutritional status of children at the Moanemani Health Center, Dogiyai Regency. Method:This type of research is quantitative with a Cross Sectional Study approach, the research sample was 75 children with a total sampling technique. The data were analyzed using the SPSS (Statistical Program For Social Science) version 16.0 application using the chi square test. Results: The relationship between maternal employment and p-value (0.02) <0.05, family income valuep-value(0.39) >0.05, maternal education p-value (0.21) >0.05, and maternal knowledge p-value (0.00) <0.05 on toddler nutritional status. Conclusion: Family income and pThere is no significant relationship between maternal education and child nutritional status,workMothers and mothers' knowledge have a significant relationship with the nutritional status of children at the Moanemani Health Center, Dogiyai Regency.. Suggestion: It is expected that mothers at the Moanemani Health Center can update their knowledge about nutritional status so that the nutritional status of children is also optimal.

Dini Anggraeny; Nur Susan Iriyanti Ibrahim; Bau Kanang

International Journal of Medicine and Health 2025 Lembaga Pengembangan Kinerja Dosen

Anthropometry is a direct technique for evaluatingnutritional status, especially protein and energy levels of the body. One of the efforts to develop competent and skilled cadres in anthropometric measurements is through training techniques. To determine the relationship between knowledge, role, motivation and length of service of Posyandu cadres towards the use of anthropometric tools at the Topo Health Center UPTD.Method:This type of research is observational analytic using Cross Sectional Study. The research sample amounted to 30 cadres from 3 active posyandu. Data analysis used the Statistical Program For Social Science (SPSS) version 16.0.Results:Chi Square Testshows that there is no relationship between cadre knowledge and the use of anthropometric tools based on the measurement of the foot scale and stadiometer (p-value> 0.05). There is a relationship between cadre knowledge and the use of anthropometric tools based on the measurement ofLiLa, infantometer, and head circumference (p-value <0.05). While the relationship between work period and the use of anthropometric tools and the relationship between motivation and the use of anthropometric tools is not related (p-value> 0.05). Conclusion: There is a significant relationship between cadre knowledge and the use of anthropometric tools (measurement ofLiLa, infantometer, and head circumference). There is no significant relationship between work period and the use of anthropometric tools, as well as motivation and the use of anthropometric tools. Suggestion: it is hoped that cadre training will be held frequently and will be improved and more active in using anthropometric tools.

Reza Fahrepi; Anto J Hadi; Yusuf Efendi

International Journal of Medicine and Health 2025 Lembaga Pengembangan Kinerja Dosen

Non-communicable diseases (NCDs) remain a leading cause of global morbidity and mortality, with chronic inflammation as a key pathophysiological mechanism. Antioxidants from fruits and vegetables have demonstrated potential to modulate inflammatory immune responses, thus contributing to NCD prevention. This study aimed to evaluate the effectiveness of fruit and vegetable consumption promotion policies in preventing NCDs by modulating inflammatory immune responses in Nabire District in 2025. The research employed a mixed-methods design, incorporating both quantitative and qualitative data from 384 adult respondents. Data were gathered through food consumption surveys, inflammatory biomarker analysis (CRP, IL-6, TNF-α), and an evaluation of policy implementation. Descriptive and inferential analyses were conducted using SPSS 28.0 and R version 4.3.0. Results revealed that average fruit and vegetable consumption in Nabire residents remained below the WHO recommended intake (289g/day vs. 400g/day), although there was a noticeable improvement compared to previous years. A significant negative correlation was found between antioxidant intake and inflammatory biomarkers (r=-0.478, p<0.001). Policy implementation reached 74% coverage with a 62% compliance rate, indicating significant improvements in reach compared to prior assessments. The study concludes that fruit and vegetable consumption promotion policies show enhanced potential in modulating inflammatory immune responses for NCD prevention. However, continued efforts in strengthening policy implementation and adopting innovative monitoring strategies, particularly through digital health technologies, are essential for achieving sustained impact

Raenando Raenando; Youdhi Prayogo; Achyat Budianto

Jurnal Inovasi Ekonomi Syariah dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the effect of Perceived Usefulness, User Satisfaction and Information Technology Readiness on the interest in using e-filing among taxpayers. The data of this study uses primary data by distributing questionnaires to Individual Taxpayers registered at the Jambi Telanaipura City Tax Office. The sampling method of this study is simple sampling with a sample of 100 taxpayers. The data analysis method used in the study is multiple regression analysis assisted by the IBM SPSS statistic 27 application. The results of this study indicate that perceived usefulness has a positive effect on the interest use of e-filing, user satisfaction does not affect the use of e-filing, while information technology readiness has a positive effect on the use of e-filing. Simultaneously, the independent variables, namely perceived usefulness, user satisfaction and information technology readiness, affect the interest in using e-filing.

Kartika Laila Dewi; M. Syamsul Hidayat; Kasnowo Kasnowo

Pajak dan Manajemen Keuangan 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to analyze the influence of word of mouth and location on consumer purchasing decisions at Konveksi Sablon Majapahit in Mojokerto. The research employs a quantitative approach with data collected through online questionnaires. The sample was selected using purposive sampling based on specific criteria. Data were analyzed using multiple linear regression with the assistance of SPSS version 27. The results indicate that both word of mouth and location have a significant partial and simultaneous effect on purchasing decisions. Location is proven to be a more dominant factor than word of mouth. The coefficient of determination (R²) of 0.785 indicates that 78.5% of the variation in purchasing decisions can be explained by these two variables. This research is expected to serve as a practical reference for garment business owners in formulating effective marketing strategies.

Widya Angraini; Sucitra Dewi; Thezar Fiqih Hidayat Hasibuan

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Growth Opportunity, Net Working Capital, Invesment Opportunity Set dan Capital Expenditure terhadap Cash holding pada perusahaan Transportasi di Bursa Efek Indonesia tahun 2019-2023, secara parsial dan simultan. Desain penelitian yang digunakan adalah pendekatan asosiatif. Populasi dalam penelitian ini sebanyak 23 Perusahaan Transportasi di Bursa Efek Indonesia Tahun 2019-2023 dengan teknik pengambilan sampel berdasarkan kriteria dengan menggunakan purposive sampling, sehingga sampel penelitian berjumlah 18 perusahaan Transportasi yang terdaftar di Bursa Efek Indonesia mulai tahun 2019-2023. Dalam penelitian ini jenis data yang digunakan yaitu data kuantitatif. Sumber data yang digunakan dalam penelitian ini diperoleh dari website Bursa Efek Indonesia (BEI). Metode analisis data menggunakan analisis regresi linear berganda dengan SPSS.25. Berdasarkan hasil uji t yang telah dilakukan, dapat disimpulkan bahwa Growth Oppurtunity berpengaruh positif dan signifikan terhadap Cash Holding, Net working capital berpengaruh secara positif dan signifikan terhadap Cash Holding, Investment Opportunity Set berpengaruh secara positif dan signifikan terhadap Cash Holding dan Capital Expenditure berpengaruh secara positif dan signifikan terhadap Cash Holding. Berdasarkan hasil pengujian uji F disimpulkan bahwa Growth Opportunity, Net Networking Capital, Investment Opportunity Set dan Capital Expenditure berpengaruh secara positif dan signifikan terhadap Cash Holding pada Perusahaan Transportasi di Bursa Efek Indonesia tahun 2019-2023.

Amelia Agustina, Nanda; Siska, Elmira; Indra, Natal

CiDEA Journal 2025 Universitas 17 Agustus 1945 Semarang

This study focuses on determining the effect of compensation, work discipline, work environment on the work productivity of employees of Biro Umum Pengadaan in Sekretariat Jenderal of the Republic of Indonesia using quantitative approaches. The sampling technique uses simple random sampling and the number of samples obtained by 53 respondents using questionnaires. In data processing using SPSS 26.0 software data instrument tests, multiple linear regression analysis, and hypothesis tests. Based on the results of simultaneous research, it was found that compensation, work discipline and work environment have a positife and significant effect on work productivity of employees of Biro Umum Pengadaan in Sekretariat Jenderal of the Republic of Indonesia.

Arga Ramadhana; Rumasukun, Hasim; Kuliahsari, Dessy Eka

ISAINTEK: Jurnal Informasi, Sains dan Teknologi 2025 Politeknik Negeri FakFak

Indonesia is an agrarian country endowed with abundant natural resources, vast agricultural land, rich biodiversity, and a tropical climate that supports the development of the agricultural sector. One of the leading plantation commodities in West Papua Province is nutmeg, which is widely cultivated in the regions of Fakfak, Kaimana, and Teluk Bintuni. This study aims to analyze the influence of land area, education level, number of household members, and income on the welfare of nutmeg farming households, both partially and simultaneously. The research was conducted in Kampung Sekru, Pariwari District, Fakfak Regency, West Papua, where most of the population depends on nutmeg farming as their main livelihood. The analytical method used is multiple linear regression with the assistance of SPSS software, which includes the t-test, F-test, and coefficient of determination (R²). The findings show that partially, land area (X₁) with a significance value of 0.0573 and number of household members (X₃) with a significance of 0.0811 have no significant effect on household welfare (p > 0.05). In contrast, education level (X₂) with a significance value of 0.033 and income (X₄) with a significance of 0.001 show a significant effect (p < 0.05). Simultaneously, the F-test results indicate a significance value of 0.000 (p < 0.05), confirming that all independent variables together significantly affect the welfare of nutmeg farming households in Kampung Sekru.

Abdullah Ariq Akbar; Agung Laksono; Dehan Akramann; Erland Ahmad Daniyal

Jurnal Publikasi Ekonomi dan Akuntansi 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This research aims to study how the use of digital technology and artificial intelligence affects the productivity level of accounting students. This is based on the importance of the application of technology in the educational process, especially in accounting, which requires accuracy and efficiency. This research uses a quantitative approach by conducting a survey of 32 accounting students from several universities in Indonesia. They were selected through snowball sampling method. A Likert scale questionnaire was used to collect data and then analyzed using multiple linear regression using the SPSS program. The results showed that the use of digital technology and artificial intelligence is both positive and significant to the level of student productivity. The technology utilization variable contributed 36.7% to productivity, while the artificial intelligence variable contributed 34.9%. The results of this study indicate that the use of current technology in accounting learning not only improves the efficiency of tasks, but also improves the quality of results and students' analytical skills. Therefore, educational institutions should adopt a technology-based learning approach in order for accounting students to achieve an optimal level of academic performance.     

Kafiyanto, Umarul; Sigit Santoso

Jurnal Maisyatuna 2025 STAI Denpasar Bali

This study aims to analyze the effect of service personalization, active communication, and digital social image on customer satisfaction at GleamingShoess, a shoe cleaning service business in Surabaya. The study used a quantitative method with a survey approach, where data was collected through questionnaires to GleamingShoess customers. Data analysis was carried out using multiple linear regression to test the effect of each independent variable on customer satisfaction with a sample of 100 respondents and using SPSS 26. The results showed that Service Personalization (X1) had a positive and significant effect on GleamingShoess customer satisfaction (Y), Active Communication (X2) had a negative and insignificant effect on GleamingShoess customer satisfaction (Y) and Digital Social Image (X3) had a positive and significant effect on GleamingShoess customer satisfaction (Y). This indicates that a service strategy that focuses on individual needs, responsive interactions, and a strong brand image on social media can increase customer satisfaction. This study provides practical implications for service business actors, especially in building customer loyalty through a digital approach and more personal communication. Keywords: service personalization, active communication, digital social image, customer satisfaction, GleamingShoess.

Muflif, Dika Nabil; Pratiwi, Ni Made Ida; Mulyati, Awin

Jurnal Maisyatuna 2025 STAI Denpasar Bali

This study aims to examine the influence of Digital Marketing and Affiliate Marketing on the purchasing decisions of Antarestar products on TikTok Shop among Generation Z in Surabaya. The research method employed is a quantitative approach using questionnaires distributed via Google Forms to collect data from respondents. The population in this study consists of Generation Z individuals in Surabaya who have used Antarestar products. A total of 30 respondents were selected using purposive sampling. Data were analyzed and hypotheses tested using SPSS version 22. The results of the partial test (t-test) reveal the following findings: (1) Digital Marketing has a significant influence on the purchasing decisions of Antarestar products on TikTok Shop, indicating that the presence of Antarestar on the platform tends to increase purchase decisions among Gen Z consumers in Surabaya; (2) Affiliate Marketing also significantly influences purchase decisions, suggesting that promotional efforts through affiliates positively impact consumer decisions. (3) Furthermore, the simultaneous test (F-test) shows that Digital Marketing and Affiliate Marketing together have a significant impact on purchasing decisions. These findings indicate that Digital Marketing can help build brand awareness and initial interest, while Affiliate Marketing can enhance consumer trust through recommendations and reviews by affiliates. Therefore, both Digital Marketing and Affiliate Marketing are crucial variables that Antarestar should prioritize to achieve better marketing outcomes. Keywords: Digital Marketing, Affiliate Marketing, Purchasing Decision