Economic: Journal Economic and Business

Development of RSI-MA Based Expert Advisor with Money Management Optimization for GBP/USD Trading on Weltrade Swap-Free Account in MetaTrader 5

2025-06-20T02:19:00+07:00

This research develops an Expert Advisor (EA) based on Relative Strength Index (RSI) and Moving Average (MA) indicators with a money management strategy for trading GBP/USD on a swap-free account in MetaTrader 5. The strategy was tested in two different time frame scenarios (M30 and H1) with parameter optimization. This study employs the Research and Development method, analyzing data through backtesting and real-time testing. EA performance evaluation involved performance metrics such as win ratio, profit factor, drawdown, and recovery factor. Test results indicate that the M30 scenario is more optimal for short-term implementation, while the H1 scenario excels in long-term testing. Descriptive statistical analysis and T-tests revealed no significant difference between backtesting and real-time testing results for profit and total trades, but a significant difference for the balance variable. Overall, the developed EA shows good potential for adaptive automated trading strategies, especially on swap-free accounts.

The Influence of Social Media Marketing (Instagram) and Influencer Marketing on the Purchase Decision of Mie Gacoan Among Digital Business Study Program Students, State University of Medan

2025-06-20T02:17:39+07:00

This study aims to analyze the influence of Social Media Marketing through the Instagram platform and Influencer Marketing on the purchase decisions of Mie Gacoan culinary products among students of the Digital Business Study Program at Universitas Negeri Medan. The research employed a quantitative approach with a descriptive-associative method. Data were collected through questionnaires distributed to 130 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of SPSS version 21. The results show that both Social Media Marketing (Instagram) and Influencer Marketing have a positive and significant effect, both partially and simultaneously, on purchase decisions. These findings highlight the important role of digital marketing strategies through social media and influencers in shaping consumer purchasing decisions.

The Influence of Work Safety, Work Motivation, and Work Discipline on Employee Performance at PT Sawit Sukses Sejati

2025-06-24T21:11:38+07:00

This study aims to test and analyze the influence of Safety, Motivation, and Work Discipline on Employee Performance at PT. Sawit Sukses Sejati. The method used is a survey technique and filling out a questionnaire on all employees of PT. Sawit Sukses Sejati. The number of samples in this study was 74 employees. The results of the analysis of the hypothesis of this study are t count more than t table which is 5.256 less than 1.967 and the significance value is 0.001 less than 0.005, the value of t count more than t table or 4.02 more than 1.967 and the significance value is 0.001 less than 0.005, the value of t count more than t table or 3.538 more than 1.967 and the significance value is 0.001 less than 0.005. So it can be interpreted that the three independent variables affect the dependent variable. This means that safety, motivation, and work discipline affect the performance of an employee.

The Influence of Compensation, Work Environment and Job Satisfaction on Employee Performance at PT. Sahesa Permata Tangguh

2025-06-12T14:03:06+07:00

This study investigates the influence of compensation, work environment, and job satisfaction on employee performance at PT. Sahesa Permata Tangguh. A quantitative approach with an associative research design was used, employing purposive sampling to select 76 employees as the sample. Data were collected through questionnaires and analyzed using multiple linear regression. The results show that the three independent variables simultaneously have a significant effect on employee performance, accounting for 64.9% of the variability in performance. The study concludes that improving employee performance requires fair compensation, a supportive work environment, and enhanced job satisfaction. These findings are expected to serve as a reference for more effective human resource management in the furniture industry.

The Effect of Knowledge Sharing, Achievement Motivation, and Organizational Commitment on Employee Performance At Pt. Angkasa Pura II Pekanbaru

2025-06-23T21:29:33+07:00

This study aims to evaluate how organizational commitment plays a role in improving employee performance at PT. Angkasa Pura II Pekanbaru, by highlighting the influence of knowledge sharing practices and achievement motivation. The approach used is quantitative with an associative method. The research sample was selected using a stratified random sampling technique, involving 120 permanent employees as respondents. Data were collected through a questionnaire based on a semantic differential scale, and analyzed using SPSS 25 software and SmartPLS version 3.29. The results of the analysis show that both knowledge sharing and achievement motivation individually have a significant influence on organizational commitment. In addition, both factors also have a significant direct impact on employee performance. Other findings reveal that organizational commitment plays a significant mediating role in the relationship between knowledge sharing and achievement motivation on performance. This confirms that strengthening a culture of knowledge sharing and increasing motivation can strengthen employee commitment to the organization, which in turn has a positive impact on performance. This study is expected to be a practical reference in the preparation of human resource management strategies that focus on improving performance through strengthening organizational commitment in the workplace.

Implementation of Breakout Strategy and Adaptive Risk Management in an Expert Advisor with Optimized Bollinger Bands and RSI Parameters on MetaTrader 5

2025-06-29T22:53:33+07:00

The development of automated trading systems in forex markets has increased the demand for adaptive strategies based on technical indicators. This study aims to develop and evaluate an Expert Advisor (EA) utilizing a breakout strategy integrated with Bollinger Bands and Relative Strength Index (RSI) indicators, as well as adaptive risk management, on the MetaTrader 5 platform. A Research and Development (R&D) approach using the Prototyping model was employed to iteratively design and refine the EA. The system was evaluated through three stages: backtesting, parameter optimization, and real-time testing on three major currency pairs—EUR/USD, GBP/USD, and USD/JPY. Parameter optimization using the Fast Genetic Based Algorithm led to improved performance across all pairs, with significant enhancements in drawdown reduction and profit factor. One-month real-time testing demonstrated that the EA maintained a profit factor above 1 and a drawdown below 1% for EUR/USD and GBP/USD. The findings indicate that integrating a breakout strategy with technical indicator optimization and adaptive risk management significantly enhances the effectiveness of automated trading systems. This research contributes to both academic literature and practical applications in the development of algorithmic trading systems based on technical indicators.

Analysis User Satisfaction with the Shopee Application User Interface and User Experience Using the C4.5 Algorithm Among Digital Business Students Universitas Negeri Medan

2025-06-20T02:18:17+07:00

This research aims to determine the level of user satisfaction with the user interface and user experience of the Shopee Application by classifying it using the C.4.5 algorithm. The research subjects used in this study are students of the Digital Business Study Program at Universitas Negeri Medan. This research uses a descriptive quantitative approach, with data collection through questionnaires designed using a Likert scale. The data obtained will then be analyzed using the C4.5 algorithm to produce a decision tree consisting of eight attributes used, namely strive for consistency, usability, offer information feedback, design dialogs to yield closure, prevent errors, permit easy reversal of action, keep user in control, and reduce short-term memory load. The result of the decision tree will form a rule or pattern that is easier to understand. From the data that has been collected, this research shows that the majority of user satisfaction levels fall under the class label category "SATISFIED," with the data divided into three classes: very satisfied, satisfied, and dissatisfied. In this study, the C4.5 algorithm was very capable of building a good classification model with an accuracy rate of 95%. This shows that the model is capable of classifying user satisfaction data very well.

Halal Certification as a Tool for Women's Economic Empowerment in MSMEs

2025-06-23T16:29:25+07:00

Halal certification offers various benefits, but the process of obtaining it often faces challenges, especially for MSMEs managed by women. One of the main obstacles is the relatively high cost of certification. This study uses a qualitative approach with a case study technique to deeply understand the role of halal certification in empowering women's economy in the MSME sector. Data were obtained through in-depth interviews with female MSME actors who have been halal certified and direct observation in the field. The results of the study show that women's communities or networks play an important role in supporting the halal certification process through education, collaboration, and moral support. In addition, halal certification has proven to be not only a label, but also an effective marketing strategy, increasing product competitiveness and opening wider market access. This study noted an increase in sales of up to 30% after obtaining halal certification, reflecting the potential of this certification in supporting the growth and sustainability of women's businesses.

The Influence of Price and Co-Branding on Purchase Decisions of Azarine Products with Consumer Satisfaction as a Mediating Variable at Underprice Skincare Stores in Medan

2025-06-07T14:14:50+07:00

This study aims to examine the influence of price and co-branding on purchase decisions of Azarine products, with customer satisfaction acting as a mediating variable between price and purchase decision. The research method used is a quantitative approach by distributing questionnaires to consumers who have purchased Azarine products and Azarine co-branded products at Underprice Skincare Store Medan. The data analysis technique used in this study is SEM-PLS to test the relationship between variables. The results show that price, co-branding, and customer satisfaction have a positive and significant influence on purchase decisions. Furthermore, customer satisfaction is proven to mediate the relationship between price and purchase decisions of Azarine products at Underprice Skincare Store Medan. These findings indicate that while affordable pricing is an important factor in consumer decision-making, an effective co-branding strategy and high customer satisfaction can serve as key drivers in encouraging purchase decisions.

The Influence of Chatbot Usage and Product Recommendation Features on Customer Satisfaction in Shopee E-Commerce

2025-06-16T00:20:39+07:00

This study aims to determine the effect of Chatbot and Product Recommendation Features in increasing customer satisfaction in Shopee E-Commerce. This study uses a quantitative approach with a descriptive method. Data were obtained by distributing questionnaires to 97 respondents who were active students at Medan State University class of 2021 who had used Shopee. The data analysis technique used was multiple linear regression. The results of the study showed that Chatbot had a positive and significant effect on Customer Satisfaction, as did the Product Recommendation Feature which showed a positive effect. Simultaneously, both variables had a significant effect on Customer Satisfaction. This study provides implications that service quality and a relevant and trusted recommendation system can increase customer satisfaction on e-commerce platforms.

Analysis of Non-Cash Payment System on Economic Growth and Financial System Stability in Indonesia

2025-06-24T21:10:56+07:00

This study aims to analyze the impact of non-cash payment systems on economic growth and financial system stability in Indonesia. The non-cash payment instruments examined include e-money, debit cards, credit cards, the Bank Indonesia National Clearing System (BINCS), and real-time gross settlement (RTGS). The method used is a simultaneous equation model with the two-stage least squares (TSLS) approach, utilizing time-series data from 2013 to 2023. The results show that e-money and BINCS have a positive influence on economic growth, while RTGS and interest rates have a significant negative effect. Meanwhile, debit cards and credit cards significantly affect interest rates, with debit cards having a positive effect and credit cards a negative one. Furthermore, economic growth significantly contributes to lowering interest rates. These findings highlight that non-cash payment systems can enhance transaction efficiency, accelerate money circulation, and support monetary policy through their influence on interest rates. Therefore, strengthening digital payment systems is essential for promoting sustainable economic growth and maintaining national financial system stability.

Effectiveness Of Social Media Marketing Strategy and Visual Brand Identity on Instagram in Improving Brand Awareness Of Miricare Oil Business

2025-06-07T14:14:29+07:00

This study aims to analyze the effectiveness of implementing social media marketing strategies and visual brand identity in increasing brand awareness of the Miricare Oil business. This strategy is applied to Instagram, which is a digital media that has developed into one of the social media platforms that can build relationships with customers and promote brands. The research method used is the mix methods method with a quantitative and qualitative approach, where data is obtained through distributing questionnaires to followers of the Instagram account @miricare.oil and observing the uploaded content. The implementation of social media marketing strategies and visual brand identity was carried out from February 11 to April 5, 2025 on the Instagram account @miricare.oil_official. The results of the study show that relevant, interactive, and consistent social media marketing strategies with the right target audience can increase user engagement. This study found that both elements simultaneously contributed significantly to increasing brand awareness of Miricare Oil. The combination of the two strategies using Instagram strategically with a cohesive visual approach can be an effective tool for building brand awareness in the digital technology era.

The Effect of Influencer Marketing, User-Generated Content, And Brand Image on Purchasing Decisions for Skintific Products on Tiktok Shop

2025-06-07T14:13:57+07:00

This study aims to analyze the influence of influencer marketing, user generated content, and brand image on purchasing decisions for skintific products in the TikTok shop. The method used is quantitative descriptive with non-probability sampling and accidental sampling techniques, involving 68 respondents in the 2021 management department at the State University of Medan who use TikTok and have used skintific products. Data collection was carried out through observation and distributing questionnaires via Google Form, then analyzed using SPSS 30. The results of the study showed that influencer marketing and brand image had a positive and significant effect on purchasing decisions for skintific products in the TikTok shop (p = 0.20 less than 0.05) and (p = 0.001 less than 0.05) While user generated content did not have a significant effect on purchasing decisions for skintific products in the TikTok shop (p = 0.525 more than 0.05). The F test shows that all three variables simultaneously influence purchasing decisions for skintific products in the TikTok shop. This study recommends that further research can add other supporting variables and analyze on other platforms. It is hoped that the results of this study can be a reference for skintific companies in improving consumer purchasing decisions, especially TikTok.

The Influence of Brand Ambassadors And E-Trust on E-Loyalty of Consumers on The Tokopedia Platform (Case Study on BTS as a Brand Ambassador Tokopedia)

2025-06-20T08:22:17+07:00

This study aims to determine the effect of Brand Ambassador and E-Trust on consumer E-Loyalty on the Tokopedia platform, using BTS as a case study. This research uses a quantitative approach with a deskriptif method. Data was collected through questionnaires distributed to 100 active students at Universitas Negeri Medan from the 2021 batch who have used Tokopedia. The data analysis technique used is multiple linear regression. The results show that Brand Ambassador has a positive and significant effect on E-Loyalty, as does E-Trust, although with a smaller coefficient value. Simultaneously, both variables significantly affect E-Loyalty. This study implies that using relevant and credible public figures can enhance customer loyalty on e-commerce platforms.

An Empirical Analysis of the Impact of Exchange Rate Volatility on Trade Balance in Nigeria

2025-07-06T21:02:37+07:00

The aim of this paper is to examine the effect of exchange rate volatility on trade balance in Nigeria. Data were collected from the Central Bank of Nigeria Statistical Bulletin from 1981 to 2016, and ARDL model was utilized to address the objective of this study. It was discovered from the study that exchange rate volatility has a significant negative impact on Nigerian trade balances. This negative impact could be attributable to the lack of competitiveness of locally made products in the world market. However, there is a positive relationship between exchange rate volatility and gross fixed capital formation, though this is not consistent with economic theory. This result could be linked with the overdependence of the country on foreign goods. Therefore, exchange rate volatility has a negative impact on trade balance in Nigeria. Based on these findings, whenever, the sustainable economic development is the goal of the policy makers in Nigeria, adequate strategic policy that has the capacity to stabilize the country`s exchange rate should be embarked upon by the policy makers in the country. Similarly, the Nigerian government should possess political goodwill to embark on aggressive export promotion policies that will ensure the competitiveness of domestically produced items through value added approach.

The Influence of Using Video-Based Learning Media on Interest in Learning Marketing Basics in Class X PM Students at SMK Negeri 1 Medan

2025-07-06T21:03:41+07:00

This study aims to determine the effect of using video-based learning media on students' interest in learning in the subject of Marketing Basics in class X PM SMK Negeri 1 Medan. The background of this study is based on the low interest in learning of students caused by the use of conventional learning media that are less interesting. The method used in this study is a quantitative method with an associative approach. Data collection techniques were carried out through questionnaires distributed to 72 students of class X PM. Data analysis used simple linear regression assisted by the SPSS version 25 program. The results of the study showed that the use of video-based learning media had a positive and significant effect on students' interest in learning. Thus, the use of video media can be an alternative effective learning strategy to increase student participation and enthusiasm for learning in class.

The Influence of Chatgpt Usage and Reading Literacy on the Learning Interest of Business Education Students of the 2022 Faculty of Economics, State University of Medan

2025-07-10T12:46:12+07:00

This study aims to analyze the effect of using ChatGPT and reading literacy on the learning interest of Business Education students of the 2022 Stambuk Faculty of Economics, State University of Medan. The research method used is ex post facto with 63 students as research subjects. Data were collected through a questionnaire that measured the use of ChatGPT, reading literacy, and learning interest. The results of the analysis show that the use of ChatGPT has a positive effect on students' learning interest, with a t-count value of 6.447 and a significance of 0.000. In addition, reading literacy also has a positive effect, with a t-count value of 5.471 and a significance of 0.000. Simultaneously, the use of ChatGPT and reading literacy contributed 62.3% to students' learning interest. These findings indicate that the integration of technology in learning, such as ChatGPT, and increasing reading literacy can increase students' learning interest, which is important for developing more effective learning methods in the digital era.

A Systematic Literature Review on Enterprise Risk Management: Trends, Gaps, and Future Directions

2025-06-27T18:41:04+07:00

This study presents a systematic literature review of Enterprise Risk Management (ERM), focusing on prevailing trends, methodological patterns, research gaps, and future directions over the past five years. Using a qualitative approach, the research analyzes peer-reviewed academic publications and organizational documents, particularly within the Indonesian context. The review reveals that while ERM is increasingly recognized as a strategic necessity in managing multidimensional risks, its implementation remains fragmented and often symbolic rather than substantive. Key findings highlight limited theoretical integration, a lack of longitudinal studies, and minimal exploration in developing economies. Observational data further demonstrate that ERM in Indonesian organizations is often compliance-driven and disconnected from strategic decision-making. Document analysis also reveals a gap between formal policies and practical execution, underscoring the need for improved institutional support, risk literacy, and leadership commitment. This study concludes that a paradigm shift toward value-driven, technology-enabled, and sustainability-oriented ERM is essential. The review provides a conceptual foundation for harmonizing theory and practice and offers actionable insights for future research and policy.

The Influence of Industrial Work Experience and the Use of Social Media on the Entrepreneurial Interest of Class XII Marketing Students

2025-07-09T20:55:53+07:00

This study aims to analyze the influence of industrial work practice experience and social media utilization on the entrepreneurial interest of Grade XII Marketing students at SMK Negeri 1 Medan. A quantitative approach with an ex post facto method was employed. The sample consisted of 64 students selected through a census technique. Data were collected using a questionnaire and analyzed using multiple linear regression with SPSS version 27. The results show that industrial work practice experience has a positive and significant effect on entrepreneurial interest (tcount = 5.751; sig. = 0.000), as does social media utilization (tcount = 3.171; sig. = 0.002). Simultaneously, both variables significantly influence entrepreneurial interest (Fcount = 36.285; sig. = 0.000). The coefficient of determination (R²) is 0.543, indicating that both independent variables contribute 54.3% to the variation in students’ entrepreneurial interest. These findings underscore the importance of hands-on experience and the strategic use of digital technology in fostering entrepreneurial spirit among vocational school students.

The Influence of Entrepreneurial Knowledge and Implementation of Business Center Activities on the Entrepreneurial Interest of Grade XI Students of the Marketing Department of SMK NEGERI 1 MEDAN

2025-07-09T20:57:05+07:00

This study aims to analyze the influence of entrepreneurial knowledge and the implementation of business centre activities on the entrepreneurial interest of eleventh-grade marketing students at SMK Negeri 1 Medan. A quantitative approach with an ex post facto design was employed, involving 63 respondents selected through total sampling. Data were collected using multiple-choice tests and questionnaires, then analyzed using multiple linear regression. The results show that: (1) Entrepreneurial knowledge and business centre activities simultaneously have a positive and significant influence on entrepreneurial interest (F = 30.790; sig = 0.001); (2) Entrepreneurial knowledge has a significant partial effect on entrepreneurial interest (t = 2.737; sig = 0.008); (3) Business centre activities also have a significant influence on entrepreneurial interest (t = 2.563; sig = 0.013). The coefficient of determination (R²) indicates that these variables contribute 50.6% to entrepreneurial interest. These findings highlight the importance of integrating entrepreneurial education with hands-on practice through school business centres to enhance students’ readiness to become young entrepreneurs.

The Influence of Entrepreneurial Knowledge and Career Planning on the Work Readiness of Digital Business XI Students

2025-07-09T20:56:33+07:00

This study aims to analyze the influence of entrepreneurial knowledge and career planning on the work readiness of Grade XI Digital Business students at SMK Swasta Budi Agung Medan in the 2024/2025 academic year. The research employs a quantitative approach with an ex post facto design. The sample consisted of all 30 students from the Grade XI Digital Business class, selected using a total sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS. The results reveal that: (1) entrepreneurial knowledge and career planning simultaneously have a positive and significant effect on work readiness (F-value = 21.592; sig = 0.000); (2) entrepreneurial knowledge has a significant partial effect on work readiness (t-value = 2.650; sig = 0.013); and (3) career planning also significantly influences work readiness (t-value = 2.235; sig = 0.034). The contribution of both independent variables to work readiness is 61.5%. These findings highlight the importance of entrepreneurial education and structured career planning in enhancing vocational students' preparedness for entering the workforce.

Implementation of Content Marketing and FOMO (Fear of Missing Out) Marketing on Instagram @Espangeran_ to Increase Gen Z Consumer Loyalty

2025-06-22T13:25:02+07:00

This study aims to examine how the Instagram account @espangeran_ utilizes content marketing strategies and FOMO (Fear of Missing Out) marketing to build and maintain customer loyalty among Generation Z. In today's highly competitive digital era, the use of social media has become a crucial tool for marketing, especially in reaching young, digitally active consumers. This research combines a descriptive qualitative approach with a quantitative method through questionnaires and analysis of content activities on the @espangeran_ Instagram account. The study reveals that the integration of relevant, innovative, and interactive content with FOMO strategies—such as the use of time urgency, product exclusivity, and user testimonials—significantly contributes to the development of emotional connections with Gen Z customers.

Development of an Automated Trading Strategy Based on VWAP and RVI Indicators for USD/JPY Using MetaTrader 5 on Deriv Broker

2025-07-02T21:41:03+07:00

This study aims to develop and evaluate an automated trading strategy based on an Expert Advisor (EA) integrating the Volume Weighted Average Price (VWAP) and Relative Vigor Index (RVI) indicators for the USD/JPY currency pair. The EA was developed using the MQL5 programming language on the MetaTrader 5 platform and tested through a Research and Development (R&D) approach with a prototyping model. Testing was conducted under two timeframe scenarios (H1 and H4), including backtesting using historical data from 2021 to 2024, and real-time testing from April 22 to May 22, 2025. The backtesting results indicated positive performance with a favorable profit factor, Sharpe ratio, and win ratio, reflecting system stability and profit potential. However, real-time testing revealed decreased profitability due to higher market volatility and unpredictability. An independent t-test showed a significant difference in the balance variable, while profit and total deal trades were statistically insignificant. The findings suggest that combining VWAP and RVI has potential for automated trading systems, but further parameter optimization and the integration of technical filters are required to enhance robustness under real market conditions.

Conceptual Analysis of the Influence of Transformational Leadership Style on Employee Performance through Job Satisfaction: A Systematic Literature Review

2025-07-16T08:07:08+07:00

This study aims to conceptually analyze the relationship between transformational leadership, job satisfaction, and employee performance through a systematic literature review approach. A total of 15 scholarly articles from reputable national and international journals, particularly those indexed in Scopus, were analyzed using narrative synthesis and thematic analysis. The findings indicate that transformational leadership consistently has a positive effect on employee performance, both directly and indirectly through job satisfaction as a mediating variable. Dimensions such as idealized influence, inspirational motivation, and individualized consideration play a crucial role in fostering high levels of job satisfaction, which in turn enhance employee loyalty, motivation, and productivity. Although variations in influence were observed based on organizational and cultural contexts, the overall relationship among variables remains strong and significant. This study contributes theoretically to the development of leadership models that emphasize psychological values and provides a foundation for future quantitative research. The findings may also serve as a reference for organizations in designing leadership training programs aimed at increasing job satisfaction and employee performance.

From Science to Action: The Role of Student Entrepreneurship in Youth Unemployment Reduction Strategy

2025-06-30T22:12:08+07:00

Youth unemployment in Indonesia remains a structural challenge that impacts the nation's competitiveness. Higher education institutions are expected to be the driving force behind the transformation of graduates from job seekers to job creators. This research is part of a three-year longitudinal study aimed at analyzing the effectiveness of the Young Dahlan Entrepreneurship Program at Ahmad Dahlan University (UAD) since the end of 2024 in shaping students' entrepreneurial readiness. This first phase of research used a descriptive quantitative method with an exploratory approach to 35 respondents who also served as booth attendants. The instrument consisted of 26 questions on four dimensions of entrepreneurship, measured on a Likert scale of 1-4. Data were analyzed using SPSS to test validity, reliability, normality, and descriptive statistics (mean, median, mode). The results showed that "Entrepreneurial Spirit" was the highest dimension (mean -3.78), while "Risk Taking" was the lowest (mean = 3.54). The SWOT analysis and COWS strategy indicated the need for interventions based on business simulations and mentoring. The findings of this study led to the formation of a new theoretical framework formulated as an Asymmetric Readiness Profile. This article forms the basis for the direction of curriculum strengthening and subsequent longitudinal measurement.

The Influence of User Generated Content (UGC), Product Quality, and Price on Purchase Interest of Ventela Shoes on TikTok Shop (Case Study on Digital Business Students of Stambuk 2021)

2025-06-20T08:22:42+07:00

This study aims to analyze the influence of User Generated Content (UGC), product quality, and price on purchase intention of Ventela shoes on the TikTok Shop platform, focusing on students of the Digital Business Study Program, class of 2021, at Universitas Negeri Medan. The background of the research is based on the growing phenomenon of TikTok Shop as a promotional and transactional e-commerce platform, and the rising popularity of Ventela as a local shoe brand among young consumers. This research uses a quantitative approach with data collected through questionnaires distributed to 109 students, with 86 respondents selected using purposive sampling. The data were analyzed using multiple linear regression to examine the influence of the independent variables (User Generated Content (UGC), product quality, and price) on the dependent variable (purchase intention). The results show that both partially and simultaneously, the three independent variables have a positive and significant influence on consumer purchase intention. These findings indicate that marketing strategies involving user-generated content, delivering quality products, and offering competitive pricing can effectively increase consumer interest in purchasing Ventela shoes via TikTok Shop.