UJoST- Universal Journal of Science and Technology

Investigating The Role of Marketing Content and Brand Image on Purchasing Decisions Mediated by Purchase Interest in Shop Online Users

Rafie Zaidan Prayuda — Mon, 22 Apr 2024 00:00:00 +0000

This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. The digital era is currently developing rapidly. The increase in digital transactions has also made consumers shift to online purchases, in this case e-commerce. The existence of interesting marketing content makes consumers interested in buying and also well-known brands make consumers not hesitate to buy. This research examines the variables of marketing content, brand image and purchasing decisions and is mediated by purchasing interest. Data sourced from 345 respondents was collected using a Google Form questionnaire. Data analysis using the SEM smartPLS 3.0 application. The results of this research are that marketing content has an influence on interest and purchasing interest has an influence on purchasing decisions, while brand image does not influence purchasing decisions. Purchase interest does not mediate the influence of marketing content on purchasing decisions.

Closed Production Process in the Crumb Rubber SIR Industry

Hayu Kartika, Nuraida Wahyuni — Fri, 21 Jun 2024 00:00:00 +0000

This article explores the Crumb rubber SIR industry in Indonesia, a major export commodity that is also a significant source of environmental pollution. The background of this article is an effort to reduce the environmental impact of the Crumb Rubber SIR production process, which produces liquid and solid waste and requires high energy consumption. This study aims to identify and analyze critical aspects of the production process that contribute to environmental and energy efficiency problems. The mass balance method is used to analyze mass and energy balance in the production process. This paper examines in detail each stage of production, identifies areas where waste is generated, and measures energy consumption at each stage. The results of the study show that there are several critical points in the production process that are responsible for the production of waste and high energy consumption. This analysis helps in suggesting several process and waste management improvements to reduce environmental impact. The results of this study emphasize the need for improvements in SIR Crumb Rubber production methods to reduce and utilize waste. The energy potential that can be utilized in the closed production process in producing crumb rubber is producing biogas as an energy fuel of 56.37 KwH which is obtained from processing 1 ton of rubber raw materials into crumb rubber. This article contributes knowledge to crumb rubber producers in implementing sustainable production operational practices.

The Impact of Digital Access and Literacy on Women's E-Commerce Adoption in the Philippines

Rona Jane Policarpio, Ederliza Magpantay — Tue, 14 May 2024 00:00:00 +0000

The primary objective of this study was to investigate the influence of Filipino women's existing digital access and literacy levels on their adoption of e-commerce. The researcher utilized the Multivariate Linear Regression Model via Ordinary Least Squares (OLS) Regression in exploring and quantifying the relationship and influence of the regressors and regressand. The OLS estimates suggest that higher data privacy awareness correlates with increased e-commerce adoption of women for purchasing goods and services online. On the other hand, improved digital skills are linked to increasing women's e-commerce adoption in terms of selling goods and services online. The two regression models have different significant variables, implying that consumers and sellers prioritize different factors when deciding to adopt e-commerce.

Investigation of the Role of Digital Marketing, Competitive Advantage and Digital Business Strategy on Financial Performance

Rayyan Aqila Praditya — Tue, 23 Apr 2024 00:00:00 +0000

This research was carried out to examine the influence of competitive advantage and digital business strategy on financial performance which is moderated by digital marketing in micro, small and medium enterprises. This research uses a purposive sampling technique. In this research there are three independent variables, namely competitive advantage, managerial capability, operational capability, as well as one moderating variable, namely digital marketing, and one dependent variable, namely financial performance. In terms of collecting data, this research was carried out using a questionnaire, the scale used in compiling this questionnaire was a 4-point Likert scale with 1 = strongly disagree and 4 = strongly agree. Questionnaires were distributed to MSME players. The questionnaire is made in Softcopy/Google Form form. This research tested the data using SmartPLS version 3 software. This research focused on the target sample, namely Micro, Small and Medium Enterprises (MSMEs) with a total of 345 research samples. The data obtained using the 18 questions in the questionnaire will be analyzed descriptively, then convergent validity tests and discriminant validity tests and reliability tests will be carried out. The results of this research found that competitive advantage has a positive and significant effect on financial performance, managerial capability has a positive and significant effect on financial performance, operational capability has a positive and significant effect on financial performance. On the other hand, digital marketing is unable to moderate the influence of competitive advantage on financial performance and digital marketing is unable to moderate the influence of operational capability on financial performance. However, digital marketing is able to moderate the influence of managerial capability on financial performance.

Linking The Role of Digital Marketing and E-Commerce on Performance Marketing

Rayyan Aqila Praditya — Mon, 22 Apr 2024 00:00:00 +0000

The aim of this research is to determine and analyze the influence of Digital Marketing on Performance Marketing, the influence of E-Commerce on Performance Marketing, and the influence of Digital Marketing and E-Commerce together on Performance Marketing. This quantitative study used analytical techniques and SmartPLS 4.0 software on 543 business actors. The research results show that digital marketing and online shop e-commerce platforms have an important role in expanding marketing reach and increasing sales of Sidoarjo souvenirs. However, its use is still not optimal for most MSMEs. The challenges faced regarding the adoption of digital marketing are the lack of knowledge and finances. Further training and assistance is needed so that the implementation of digital marketing strategies is more optimal. Digital marketing has a positive effect on Performance Marketing, E-commerce has a positive effect on Performance Marketing, Digital Marketing and E-Commerce have a joint effect on Performance Marketing.

The Role of e-Marketing Design and Customer Involvement Capability on Business Performance and Competitive Advantage of MSMEs in Tangerang Raya

Khaerul Fahmi, Nandan Limakrisna, Hari Muharam — Fri, 21 Jun 2024 00:00:00 +0000

The aim of this research is to determine and analyze the influence of e-marketing design and customer involvement capability partially on competitive advantage. To determine and analyze the influence of e-marketing design, customer involvement capability and competitive advantage both partially and simultaneously on business performance. The method used is a quantitative method, the analysis used is confirmatory factor analysis (CFA) with a total of 200 respondents. Data analysis using Lisrel 8.70 Based on the research results, the following research findings were obtained: e-marketing design and customer involvement capability partially have a positive and significant effect on competitive advantage. e-marketing design, customer involvement capability and competitive advantage have a positive and significant effect, partially or simultaneously, on business performance

More than Empty Plates: Assessing the Factors behind Food Insecurity in the Philippines

Francine Isabel Velasco, Ederliza Magpantay — Tue, 14 May 2024 00:00:00 +0000

Food insecurity has been a long-standing challenge in the Philippines, where one must allocate a budget for a decent and sufficient daily meal. This study aims to assess the factors behind food insecurity in the Philippines and their extent using regional data from the years 2015, 2018, and 2021. The panel quantile regression analysis was utilized to determine and assess the economic factors affecting food insecurity. The researcher was also able to gauge which regions have the least, moderate, and high prevalence of food insecurity using the 25th, 50th, and 75th quantiles of the dependent variable, respectively. Using the percentile scores in data distribution, the National Capital Region, Region III (Central Luzon), and Region IVA (CALABARZON) are regions with the least prevalence of food insecurity. The regions with a moderate prevalence of food insecurity are Region IVB (MIMAROPA), Region VI (Western Visayas), and Region XI (Davao). On the other hand, regions with a high prevalence of food insecurity are Region IX (Zamboanga Peninsula) and Bangsamoro Autonomous Region in Muslim Mindanao. Other regions were determined to have experienced different levels of prevalence of food insecurity in different years. The quantile regression results revealed that poverty incidence and economic growth have a significant positive relationship, and the minimum wage has a significant negative relationship with food insecurity across all levels of food insecurity prevalence by region. The consumer price index of food was found to be a statistically significant factor and is positively correlated with food insecurity only in regions where food insecurity is highly prevalent. It is also an insignificant factor in regions with the least and moderate prevalence of food insecurity.

Linking the Role of Promotion of Access to Digital Facilities, Social Media and Digital Literacy on Marketing Performance

Rayyan Aqila Praditya — Tue, 23 Apr 2024 00:00:00 +0000

This research attempts to fill the gap in the differences in the relationship between promotion and marketing performance. Considering that currently social media has become so important, this research focuses on promotion via social media. Social media promotions have different influences on marketing performance, where these differences depend on the digital access that business actors have. Therefore, digital access is positioned as a moderator between social media promotion and marketing performance. Digital access is used as moderation because it can increase or decrease marketing performance. This research reviews the variables of social media promotion and digital literacy with access to digital facilities as a moderation of marketing performance. This research method is qualitative research, data comes from 456 respondents with data collection methods using questionnaires. The method for data analysis uses a structural model processed with smartPLS. 3.0. The result is that social media promotion has an effect on marketing performance, digital literacy has an effect on marketing performance, access to digital facilities is not able to moderate social media promotion and digital literacy has an effect on marketing performance.

Investigation of the Influence of Price, Promotion and Innovation on Customer Satisfaction in the Digital Era

Rafie Zaidan Prayuda — Tue, 23 Apr 2024 00:00:00 +0000

The aim of this research is to analyze the influence of price, promotion and innovation on customer satisfaction. This research is research using quantitative methods. This study used a sample size of 345. Variable measurements in this study used a Likert scale of 1 – 5, Strongly disagree = 1, disagree = 2, neutral/doubtful = 3, agree = 4 and strongly agree = 5. This study used SmartPls analysis tool to test the feasibility of data and draw conclusions in hypotheses. The outer model test and inner model test are the analytical tools that will be used in this research. The research results show that price, promotion and innovation have a positive and significant relationship with customer satisfaction. The results of this research provide important innovations in strategic management, for companies and industry. Researchers hope that this research can be useful for the wider community and the telecommunications industry. Future researchers are expected to be able to add other independent variables such as social media marketing, consumer loyalty, brand image, brand trust, service quality, motivation and many more that can explain the influence on satisfaction that was not examined in this research.