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Qori Adha Fatimatus Zahro; Ratnaningrum Ratnaningrum

Jurnal Manajemen dan Ekonomi Bisnis 2026 Pusat Riset dan Inovasi Nasional

Micro, small, and medium enterprises (MSMEs) are crucial for driving regional economic expansion. Many MSMEs have not yet optimally utilized accounting data in selecting investments. This study aims to analyze the influence of accounting knowledge, entrepreneurial traits, and subjective norms on the use of accounting information in investment decision-making among MSMEs in Semarang City. Using a quantitative approach, this study surveyed 80 MSMEs selected through purposive sampling. Data were obtained through questionnaires with a five-point Likert scale and analyzed using multiple linear regression with the help of SPSS after undergoing validity, reliability, and classical assumption tests. The results showed that partially accounting knowledge (t = 3.337; sig = 0.001) and entrepreneurial traits (t = 2.272; sig = 0.026) had a positive and significant effect on the use of accounting information, while subjective norms had no significant effect (t = -0.788; sig = 0.433). Simultaneously, the three independent variables significantly influence the use of accounting information (F = 5.306; p = 0.002) with a coefficient of determination (R²) of 0.173. This finding indicates that increasing accounting and entrepreneurial knowledge can encourage the use of accounting information in investment decision-making in MSMEs.

Zahwa Rahmadina; Yandra Rivaldo; Mohamad Aras

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study investigates the influence of drug availability, location, and service quality on consumer purchasing decisions at Toko Obat Zahwa Batam. The phenomenon underlying this research is a significant decline of 23.3% in transactions at Toko Obat Zahwa over three years (2022–2024). A quantitative approach with survey method was employed, involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS 26. The results indicate that drug availability has a positive and significant effect on purchasing decisions (t = 5.390; sig. = .000), service quality has a positive and significant effect (t = 4.700; sig. = .000), while location does not significantly influence purchasing decisions (t = –0.556; sig. = .579). Simultaneously, all three variables significantly affect purchasing decisions (F = 38.203; sig. = .000) and explain 53.0% of the variance (Adjusted R² = .530). The dominant influence of drug availability confirms the need-driven nature of pharmaceutical retail purchases, while the non-significant effect of location reflects habitual buying behavior among loyal consumers. These findings provide practical implications for independent drug store management in competitive markets.

Amanda Bella Shakira; Yandra Rivaldo; Rosita Septiani

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

The purpose of this study is to examine how online promotion, product innovation, and brand image affect product competitiveness in Batam City's flower bucket equipment industry (CV Acmeteam). This study employs a quantitative methodology, gathering information from 100 respondents via questionnaires using Simple Random Sampling with Slovin formula from a population of 135 active customers. Data were analyzed through validity tests, reliability tests (Cronbach's Alpha = 0.750), classical assumption tests (normality, multicollinearity, heteroscedasticity), multiple linear regression, partial t-test, simultaneous F-test, and coefficient of determination (R²). Results show that all questionnaire items are valid and reliable. The normality test (Asymp. Sig. = 0.866 > 0.05) indicates normally distributed data, and no multicollinearity (VIF < 10) or heteroscedasticity (Sig. > 0.05) was detected. Regression analysis reveals that online promotion (β = 0.521, Sig. = 0.041), product innovation (β = 0.668, Sig. = 0.033), and brand image (β = 0.458, Sig. = 0.049) each significantly influence product competitiveness. Simultaneously, all three variables are significant (F = 9.876, Sig. = 0.000) and explain 44.9% (R² = 0.449) of product competitiveness variance. Product innovation is the strongest predictor. This study concludes that strong brand image, continuous product innovation, and effective digital marketing are essential pillars for enhancing product competitiveness. Business actors must optimize these three elements to compete effectively in an increasingly open creative industry market.

Komariya Komariya; Maizar Maizar; Nurmayunita Nurmayunita

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to determine the effect of product availability, communication effectiveness, and promotional strategy on sales volume at PT.Distribusindo Cemerlang Jaya, a cosmetic and skincare distribution company in Batam city. The background of this research is based on pre-survey result indicating suboptimal sales volume along with operational challenges including stock shortages, communicatiob gaps, and limited promotional activities.ths research employs a quantitative method. The population consist of all comsumers, with a sample of 43 respondent selected using a saturated sampling technique. Data were collected through questionnaires using a likert scale and analyzed using validity and reliability test, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with SPSS. Result show that partially, product availability does not significantly affect sales volume (sig. 0,313 > 0,05), and communication effectiveness also does not significantly affect sales volume (sig. 0,898 > 0,05). However, promotional strategy has a positive and significant effect  on sales volume (sig, 0,000 < 0,05). Simultaneously, all three variables significantly affect sales volume (F = 212.642, sig. 0,000 < 0,05). The coefficient of determination (R²) is 0,942 indicating that 94,2% of the variation in sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume at PT.Distribusindo Cemerlang Jaya.  

Eka Sulistiowati; Asep Jamaludin; Zenita Apriani

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

The objective of this study is to analyze the impact of work-related stress and the physical work environent on employeee perfornance at the Abdul Karim Medika Center Clinic. The reseearch method employed a quantittative aproach using a causal-associiative study design. The population consisted of 52 employees, while the selected sample conprised 46 employees chosen through simple random sampling. Data were collected through questionnaires, observations, and docunentation. It was found that work-related stress had a negative and significant impact on employee performance (R² = -0.340 and Sig. = 0.002 < 0.05). Meanwhile, the physical work environnent had a positive and significant impact on employee performance (R² = 0.528 and Sig. = 0.000 < 0.05). Concurrently, work stress and the physical work environment had a significant impact on employee perfornance (F calculated 30.621 and Sig. 0.000 < 0.05). The results of the coefficient of determination revealed that 68% of the variation in employee performance was explained by work stress and the physical work environment, while the remaining 32% was attributed to other factors.

Luh Esta Yanti; Ida Bagus Koman Suarmaja

Jurnal Manajemen Riset Inovasi 2026 Pusat Riset dan Inovasi Nasional

This study aims to examine the simultaneous and partial effects of the work environment and work-life balance on employee work stress at Hotel X. The research design is causal quantitative, with multiple linear regression analysis using SPSS 26.0 for Windows. The sample was obtained through purposive sampling (non-probability) of 120 respondents. The research subjects were employees working in shifts. The analysis results show that, (1) both variables simultaneously have a negative and significant effect on work stress, (2) the work environment has a negative and significant effect (sig. 0.002), and (3) work-life balance has a negative and significant effect (sig. 0.000). The work-life balance variable dominates its influence compared to the work environment, as seen from the lower significance value. These findings confirm that improving work-life balance and the work environment effectively reduces stress, especially for shift workers who are vulnerable to time imbalance. Based on the results, organizations are advised to optimize human resource management by maintaining a balance between job demands and employee conditions, as well as ensuring a proportional workload. Improvement in work-life balance can be achieved through flexible leave policies, adequate breaks between shifts, no overtime days except in emergencies, and minimizing personal time interruptions. These steps are expected to enhance employee well-being, retention, and productivity in the hospitality sector. Further research is recommended to explore different variables and methods, including comparing non-shift employees with the same variables, for more comprehensive insights.

Siti Nuryanah; Nurhapsari, Risma

KOMPAK : Jurnal Ilmiah Komputerisasi Akuntansi 2026 Universitas Sains dan Teknologi Komputer

This study aims to examine the extent to which taxpayers’ attitudes toward e-filing influence tax compliance, with the implementation of e-filing positioned as a mediating variable among employees of PT Selalu Cinta Indonesia (SCI) registered at the Primary Tax Office (KPP Pratama) of Salatiga City. The population comprised 18,244 employees, from which a sample of 100 respondents was selected using purposive sampling. Data were processed and analyzed using simple linear regression and path analysis. The results indicate that attitudes toward e-filing have a significant effect on taxpayer compliance (t = 7.708; sig. < 0.001) and also significantly influence the level of e-filing implementation (t = 7.644; sig. < 0.001). Furthermore, the implementation of e-filing has a significant impact on taxpayer compliance (t = 150.765; sig. < 0.001). Additional findings reveal that e-filing implementation acts as a partial mediator in the relationship between attitudes toward e-filing and taxpayer compliance, with a total effect value of 1.225. Overall, these findings reinforce the Theory of Planned Behavior framework, which posits that positive attitudes toward a system can foster the formation of specific behaviors, particularly in the context of tax compliance.

Nur Annisa; Asep Muhammad Lutfi

Pajak dan Manajemen Keuangan 2026 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

This study aims to examine the effect of Asset Structure, Profitability and Sales Growth on Capital Structure at PT Industri Jamu Dan Farmasi Sido Muncul Tbk for the 2014-2024 period, both partially and simultaneously. Asset structure is measured by total assets, profitability is measured by return on assets, sales growth is measured by sales growth, and capital structure is measured by debt to equity ratio. This study is a quantitative study with an associative approach. The data used in this study are the balance sheet and income statement of PT. Industri Jamu Dan Farmasi Sido Muncul Tbk for the 2014-2024 period. The method used in this study is multiple linear regression analysis techniques, classical assumption tests, t-tests, f-tests and coefficients of determination processed using the SPSS 26 program. The results of the study show that asset structure does not affect capital structure with a calculated t value of 2.288 t table 2.365. Sales growth does not affect the capital structure with a calculated t value of -0.203 < t table 2.365. And simultaneously, Asset Structure, Profitability and Sales Growth have an influence on the Capital Structure of the Company PT Industri Jamu Dan Farmasi Sido Muncul Tbk. Proven from the results of the f test, the calculated f value is 8.083 > f table of 4.35 and the sig value is 0.011 < 0.05.

Andi Nurul Hidayatullah; Munawarah Munawarah; Nurwan Nurwan; Hikmatul Azizah

Jurnal Riset Rumpun Ilmu Pendidikan 2026 Lembaga Pengembangan Kinerja Dosen

This study aims to: (1) describe the Arabic learning outcomes of boarding students at MAS DDI Pattojo; (2) describe the Arabic learning outcomes of non-boarding students; and (3) compare the learning outcomes of both groups. The research used a quantitative method with sociological and pedagogical approaches. The population consisted of 77 students from grades X and XI, with a saturated sampling technique involving 45 boarding students and 32 non-boarding students. Data were collected through observation, tests, and documentation, while data analysis applied descriptive and inferential statistical techniques. The findings show that both groups demonstrated relatively low performance in Arabic reading skills (mahārah qirā’ah). Boarding students achieved an average score of 30.89, while non-boarding students obtained an average score of 29.69. Furthermore, the Mann-Whitney U test revealed no significant difference between the two groups, as indicated by an Asymp. Sig. value of 0.615, which is greater than 0.05. These results indicate that the place of residence, whether boarding or non-boarding, is not a major factor influencing Arabic learning outcomes at MAS DDI Pattojo, suggesting that other educational or instructional factors may play a more significant role.

Sutono Sutono; Ayu Rosalia Indah

Jurnal Bisnis, Ekonomi Syariah, dan Pajak 2025 Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Welfare for the poor is the most important topic in improving citizens. Islam as Ad-diin has offered several teachings for humans that apply universally with two dimensional characteristics, namely happiness and well-being in life in this world and in the hereafter. In the concept of the modern world, welfare is a condition where a person can fulfill basic needs, be it the need for food, clothing, shelter, clean drinking water as well as the opportunity to continue education and have adequate work that can support the quality of life so as to have a social status that leads to the same social status as other citizens. ZIS as an extension of the government in helping the needs of the poor with the aim of improving the welfare of the community who initially as zakat recipients turned into zakat givers, so that later the funds used will be evenly distributed and felt by the wider community. as well as purifying assets that may be accidentally mixed with assets that are forbidden for consumption. The urgency of ZIS in Sidowungu is one of the main elements of effective and efficient zakat management in order to realize the welfare of the community. As for the discussion of this article about the welfare pattern for the poor as the process of distributing ZIS funds in Sidowungu Village. The method used in this article is a quantitative approach. The subjects of this study were 165 poor people in Sidowungu Village, while the sample size was 65 poor people using probability sampling. The results of the study, processed using the PASW SPSS 23 for Windows program, showed that partial test results for H0 were rejected and H1 was accepted if the calculated t value was greater than the table t value or the sig value was less than 0.05. This means that the distribution of funds partially affected the welfare of the poor in Sidowungu Village. The magnitude of the influence between variables can be seen from the coefficient of determination of 0.079, meaning that 79.0% of the welfare of the poor in Sidowungu Village was influenced by the distribution of ZIS funds, while the remaining 21.0% was influenced by other variables not included in this study.

Khoirunnisa Dzakia Indrasari; Nunik Andina Rahmawati; Fadelia Sabrina Putri Cantika

Jurnal Pengabdian kepada Masyarakat 2025 Lembaga Pengembangan Kinerja Dosen

The cement packaging waste (paper sack) and leftover cardboard are types of waste generated from daily work activities at PT X. These wastes were found to be piled up without any proper utilization, thus posing a potential breeding ground for disease vectors and potentially polluting the workplace environment. The socialization activity conducted aimed to provide education and innovation in sanitation technology engineering by utilizing mirror frame products with economic value, applying the 3R principles of reducing, reusing, and recycling. The method was implemented through a socialization activity using a one-on-one approach. An evaluation of increased understanding was conducted using pre- and post-tests consisting of 10 questions. Based on the normality test results, a p-value of 0.600 and 0.124 was obtained, which exceeded the alpha value, indicating that the data followed a normal distribution and could proceed with parametric testing using the Paired Sample T-Test. The p-value or sig obtained was 0.006, which is below the alpha value (0.05), so it can be concluded that h alpha is greater than h0. This means that h alpha is accepted and h0 is rejected, indicating that there is a difference between the pre-test and post-test results.

UMMU ZAINAB, UMMU ZAINAB; Ummu Zainab; Kiswoyo, Kiswoyo

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

Penelitian ini bertujuan untuk menganalisis dampak dari kepemimpinan transformasional, motivasi kerja, dan budaya organisasi terhadap kinerja karyawan di Noms Kopi Semarang Timur. Seluruh populasi karyawan yang berjumlah 40 orang digunakan sebagai sampel, mengadopsi pendekatan sensus. Untuk pengumpulan data, kuesioner disebarkan kepada karyawan dengan respons yang diukur menggunakan skala Likert lima poin. Analisis data dilakukan menggunakan regresi linier berganda dengan bantuan perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa kepemimpinan transformasional memiliki pengaruh yang positif dan signifikan terhadap kinerja karyawan (Sig. 0.001 < 0.05; thitung​ 6.161 > ttabel​ 2.028). Serupa, motivasi kerja juga menunjukkan pengaruh yang positif dan signifikan (Sig. 0.001 < 0.05; thitung​ 4.928 > ttabel​ 2.028). Sebaliknya, budaya organisasi ditemukan memiliki pengaruh yang negatif namun signifikan terhadap kinerja karyawan (Sig. 0.001 < 0.05; thitung​ -7.939 > ttabel​ 2.028). Lebih lanjut, secara simultan, ketiga variabel tersebut (kepemimpinan transformasional, motivasi kerja, dan budaya organisasi) secara kolektif memberikan pengaruh yang signifikan terhadap kinerja karyawan (Sig. 0.001 < 0.05; Fhitung​ 44.839 > Ftabel​ 2.87).  

Clara Alvinasari Agestha; Clara Alvinasari Agestha; Djoko Kristianto

EBISNIS : JURNAL ILMIAH EKONOMI DAN BISNIS 2025 LPPM Universitas Sains dan Teknologi Komputer

The rapid growth of financial technology has led to the emergence of digital wallets as an efficient and practical means of payment. One of the most widely used services in Indonesia is Shopeepay, particularly among Generation z, who are known for their adaptability to new technologies. This study aims to examine to influence of perceived usefulness (X1) and perceived risk (X2) on the intention to use digital wallets (Y), with Shopeepay payment method (M) as a moderating variable. This research employed a quantitative approach by distributing questionnaires to 60 University students who actively use Shopeepay. The collected data were analyzed using multiple linier regression and Moderated Regression Analysis (MRA). The findings reveal that perceived usefulness has a positive and significant effect on the intention to use Shopeepay (sig. 0,004<0,05). Perceived risk also shows a significant effect in thr multiple regression test (sig. 0,003<0,05), but becomes insignificant when tested with MRA (sig. 0,094>0,05). This suggests that impact of risk tends to weaken when moderated by the payment methode. Furthermore, the Shopeepay payment method itself does not significantly influence user intention (sig. 0,067>0,05) collectively, perceived usefulness and perceived risk significantly affect the intention to use Shopeepay (sig. 0,001).

Nur Rizki Annisa; Rinda Sandayani Karhab; Vera Anitra

Jurnal Riset Rumpun Ilmu Ekonomi 2025 Lembaga Pengembangan Kinerja Dosen

This study aims to analyze the influence of digital transformation and work environment on employee performance at the Energy and Mineral Resources Office of East Kalimantan Province. Digital transformation is a crucial element in promoting bureaucratic efficiency and public service quality, while a conducive work environment plays a vital role in enhancing employee motivation and productivity. A quantitative approach was applied using a survey method with a census of 68 employees. The data were analyzed using multiple linear regression with SPSS version 22. The results show that both digital transformation (t = 4.401; sig. = 0.000) and work environment (t = 2.126; sig. = 0.037) have a positive and significant partial effect on employee performance. Simultaneously, the variables also have a significant influence (F = 114.254; sig. = 0.000). The coefficient of determination (R² = 0.780) indicates that 78% of the variation in employee performance is explained by these two factors. These findings emphasize the importance of implementing effective digital systems and creating a supportive work environment to optimize bureaucratic performance in the public sector

Nur Inaya B; Mega Widya Lestari; Besse Syukroni Baso; Haris Haris

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This study aims to determine the effect of applying the Jigsaw cooperative learning model on students’ literacy skills in the Indonesian language subject for sixth-grade students at SDN 76 Tarowang. The research employed a Quasi-Experimental Design with a Pretest–Posttest Design. The sample consisted of 17 students who participated in the learning process using the Jigsaw model. Data were collected through literacy skill tests administered before and after the treatment.The results showed that the average pretest score of 28.47 increased to 56.41 in the posttest, indicating an improvement of 27.94 points. The Shapiro–Wilk normality test confirmed that the data were normally distributed (pretest Sig. = 0.513; posttest Sig. = 0.336). Furthermore, the Paired Sample t-test revealed a t-value of 7.180 with a significance level (Sig. 2-tailed) = 0.000 (< 0.05), indicating a significant difference between pretest and posttest scores. These findings demonstrate that the implementation of the Jigsaw cooperative learning model has a significant positive effect on students’ literacy skills. This model effectively engages students in reading comprehension, summarizing information, and communicating ideas collaboratively.

Linda Linda; Baju Pramutoko; Ustadus Sholihin

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

This study discusses the effect of store atmosphere, service quality, and layout on purchasing decisions at Sambi Swalayan. This study uses quantitative methods with the aim of knowing the extent to which these three variables influence consumer decisions in making purchases. The research sample was obtained using the Accidental Sampling technique, which is a sampling technique based on chance, where the researcher chooses respondents who are accidentally encountered at the research location and deemed suitable for sampling. The number of respondents obtained in this study was 99 people. In data processing, researchers use several statistical analysis techniques, including validity and reliability tests to test the accuracy and consistency of research instruments. In addition, a classical assumption test was carried out to ensure that the data met the requirements for regression analysis, then continued with multiple linear regression analysis to determine the relationship and influence between variables. The coefficient of determination (R²) is used to see how much the independent variable contributes to the dependent variable, while the t test and f test are used to test the effect partially and simultaneously.The results showed that the store atmosphere had a significant effect on purchasing decisions with a sig value. 0,000 < 0,05. Conversely, service quality has no significant effect because the sig value. 0,383 > 0,05. However, store layout has a significant influence on purchasing decisions with a sig value. 0,000 < 0,05. Simultaneously, the three variables have a significant effect on purchasing decisions at Sambi Swalayan with a sig value. 0,000 < 0,05.

Apriska Cahya Luvita; Ayu Puspita Sari; Elok Heniwati

Jurnal Kendali Akuntansi 2025 International Forum of Researchers and Lecturers

Good Corporate Governance (GCG) is a form of decision by placing the company to be more organized and structured, according on the principles of transparency, independence, responsibility, accountability, also fairness. This study goal to determine the effect of professionalism, internal control systems, also internal audits on the implementation of GCG. This study uses a quantitative research type. The population comprised of 156 individuals is the personnel of the Administration & Commercial Division, Engineering Division, and Operational Division at PT Angkasa Pura Indonesia, Supadio Airport Branch, which are involved in the implementation of GCG. Utilizing the Slovin formula and data collection techniques, the sampling technique is purposive and non-probability, with a total of 115 respondents receiving questionnaires. Validity, reliability, classical assumption tests, multiple linear regression analysis, t-test, also coefficient of determination were used in this study to facilitate data processing, assisted by IBM SPSS version 25. The study findings indicate that professionalism, internal control systems, also internal audits on the implementation of GCG. Partially, the professionalism has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.007 < 0.05, the internal control system has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.000 < 0.05, and internal audit has a significant positive impact on the implementation of GCG, can be seen from the sig value 0.000 < 0.05.

Qurrotul A’yuni; Nurus Sobakh; Etta Mamang Sangadji

Jurnal Riset Rumpun Ilmu Pendidikan 2025 Lembaga Pengembangan Kinerja Dosen

This study is grounded in the importance of equipping prospective teachers with professional competencies required in the digital era. The Kampus Mengajar program provides students with practical teaching experiences through direct involvement in schools, while mastery of TPACK is essential for designing instruction that aligns with contemporary educational demands. The purpose of this research is to examine the influence of participation in the Kampus Mengajar program and TPACK mastery on the teaching readiness of students in the Faculty of Pedagogy and Psychology at Universitas PGRI Wiranegara. The study adopts the TPACK framework, which integrates content, pedagogy, and technology. Using a quantitative associative design, the research involved 86 respondents from cohorts 5 to 8 of Kampus Mengajar participants. Data were analyzed through multiple linear regression. The findings indicate that participation in the Kampus Mengajar program has a positive and significant effect on teaching readiness (t = 3.132 > t-table 1.989; sig. = 0.002). Likewise, TPACK mastery significantly influences teaching readiness (t = 8.520; sig. = 0.000). Simultaneously, both variables show a significant effect on teaching readiness (F = 103.752 > F-table 3.105; sig. = 0.000). The study concludes that engagement in Kampus Mengajar and TPACK competence, both individually and jointly, contribute to preparing students for the teaching profession. These results highlight the need for higher education institutions to strengthen practical programs and foster the integration of pedagogy and technology in teacher education.

Sari, Anggi Novita; Sulartopo, Sulartopo; Kholifah, Siti

KOMPAK : Jurnal Ilmiah Komputerisasi Akuntansi 2025 Universitas Sains dan Teknologi Komputer

Perkembangan media sosial telah mengubah strategi pemasaran digital secara signifikan, dengan TikTok Shop menjadi salah satu kanal e-commerce yang berkembang pesat untuk memperkuat keterlibatan merek dan loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran online, konten marketing, dan brand engagement terhadap loyalitas merek pada platform TikTok Shop dengan studi kasus merek lokal Shiyu Shopeu. Pendekatan penelitian bersifat kuantitatif dengan desain survei potong lintang terhadap 120 responden yang dipilih secara purposive, mencakup konsumen aktif yang telah melakukan pembelian melalui TikTok Shop. Data primer diperoleh melalui kuesioner skala Likert lima poin, sedangkan analisis dilakukan menggunakan regresi linier berganda setelah melalui uji validitas, reliabilitas, dan asumsi klasik. Hasil penelitian menunjukkan ketiga variabel independen memiliki pengaruh positif dan signifikan terhadap loyalitas merek (nilai F-hitung = 103,26; Sig. < 0,001), dengan brand engagement sebagai variabel dominan (t-hitung = 5,922; Sig. < 0,001), sementara nilai R² = 0,692 mengindikasikan bahwa 69,2% variasi loyalitas merek dapat dijelaskan oleh model. Temuan ini menegaskan pentingnya interaksi emosional dan keterlibatan aktif konsumen dalam membangun komitmen merek di lingkungan digital yang dinamis. Penelitian ini berkontribusi dalam memperkaya literatur pemasaran digital, serta memberikan rekomendasi strategis bagi pelaku usaha untuk mengoptimalkan komunikasi daring dan konten kreatif guna meningkatkan loyalitas pelanggan secara berkelanjutan.

Salma Mayviana Zahrani; Ambardi Ambardi

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

The growth of e-commerce in Indonesia has changed consumption patterns, especially in the online purchase of skincare products. Shopee, as the largest marketplace, has become the main platform for brands such as Skintific, which has achieved high sales. This phenomenon shows the support of online consumer reviews (Electronic Word of Mouth/E-WOM) and digital shopping experiences (Online Customer Experience/OCE). This study aims to examine the influence of E-WOM and OCE on purchasing decisions for Skintific products on Shopee. This study used a quantitative method with an associative approach. The research sample consisted of 97 respondents obtained through purposive sampling. Data analysis was performed through validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results of the study indicate that E-WOM has a positive and significant effect on purchasing decisions (calculated t = 5.209 > table t = 1.986; sig. <.001). OCE also has a positive and significant effect on purchasing decisions (t-count = 7.605 > t-table = 1.986; sig. <.001). Simultaneously, both independent variables have a significant effect on purchasing decisions (F-count = 101.366 > f-table = 3.09; sig. <.001). The coefficient of determination (R²) value of 0.683 indicates that 68.3% of the variation in purchase decisions can be explained by E-WOM and OCE, while the remaining 31.7% is influenced by other factors outside the research model. These findings confirm that consumer online reviews and positive online shopping experiences play an important role in increasing purchase decisions for Skintific products on Shopee.