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The Impact of Ratings and Influencer Marketing on Consumer Purchase Decisions For Skincare Products on The Shopee Marketplace
Selmadea Oktaviana
; Dewi Shanti Nugrahani
; Hesti Respatiningsih
International Journal of Economics, Commerce, and Management
Vol 2
, No 4
(2025)
This study aims to examine the influence of ratings and influencer marketing on purchasing decisions for skincare products on the Shopee marketplace. This quantitative study involved 96 respondents and used multiple linear regression data analysis. The results show that ratings and influencer marketing have a significant influence. Purchasing decisions are influenced by ratings, which is the most dominant variable, meaning that the higher the rating, the greater the interest in the product. Thes...
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Measuring Generation Z’s Purchasing Decisions on Fashion Products on TikTok Live Streaming
Tri Wahyu Apriyani
; Hesti Respatiningsih
; Dewi Shanti Nugrahani
International Journal of Management Science and Entrepreneurship
Vol 2
, No 3
(2025)
This study aims to analyze the influence of content marketing and live streaming on purchasing decisions for fashion products among Generation Z users of the TikTok platform. In the era of digitalization and social media dominance, TikTok has emerged as one of the most influential platforms shaping consumer behavior, particularly for the younger generation. The research adopts an associative quantitative approach using a questionnaire survey distributed to 102 respondents who actively use TikTok...
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Analysis of Financial Feasibility and Marketing Management of Etawa Kaligesing Goat Farming Business: (Case Study of the Setia Farm Goat Breeder Group)
Vista Alifia Indriyani
; Hesti Respatiningsih
; Anes Arini
International Journal of Management Science and Entrepreneurship
Vol 2
, No 3
(2025)
This research aims to analyze the financial feasibility and marketing strategy of Etawa goat farming in Kaligesing District, which is recognized as one of the main centers for Etawa goat breeding in Indonesia. The case study was conducted at Setia Farm, a representative and active breeder in the region. The financial analysis employed several indicators, including Break-Even Point (BEP), Net Present Value (NPV), Internal Rate of Return (IRR), and Gross Benefit-Cost Ratio (Gross B/C). The finding...
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Analysis of the Determinants of Consumer Behavior in Purchasing PE Goats in Purworejo Regency
Indah Purwaningsih
; Hesti Respatiningsih
; Dewi Shanti Nugrahani
International Journal of Economics and Management Sciences
Vol 2
, No 3
(2025)
The purpose of this study was to see how cultural, social, personal and psychological factors can shape consumer decisions in Purworejo Regency in purchasing PE goats. This study used a quantitative approach with a sample size of 110 respondents. Data analysis was carried out through multiple linear regression, t-test and F-test. The results showed that simultaneously the four factors had a significant effect on purchasing decisions for PE goats. However, partially, only social and psychological...
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Building Purchase Decisions For Fashion Products in E-Commerce: The Role Of Social Media Endorsers, Viral Marketing, And Perceived Quality
Lilis Purwitasari
; Hesti Respatiningsih
; Dewi Shanti Nugrahani
International Journal of Islamic and Economic Education
Vol 2
, No 1
(2025)
The purpose of this study was to see how social media endorsements, viral advertising, and perceived quality can build Shopee consumers' decisions in Purworejo Regency to buy fashion products in e-commerce. We conducted data analysis using regression, t-test, and F-test on a sample of 107 respondents. The results showed that social media endorser and viral marketing variables had a positive and significant effect on purchase decisions, while perceived quality did not show a significant positive...
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