What Influences the Online Purchasing of Electrical Equipment Products?

The purpose of this research was to examine the influence of e-trust, risk perception and company reputation on purchasing decisions. This was quantitative research, using the SEM data analysis method assisted by AMOS software. Data collection was done by distributing an e-questionnaire (a google form); 270 responses were obtained. Participants were consumers who had already purchased electrical equipment online in Denpasar and Surabaya. E-trust, risk perception and company reputation significantly influenced purchasing decisions. Keywords: E-trust, risk perception, company reputation, purchase decisio

The Relationship Between Sensory Marketing, Packaging, and Purchasing Decisions (A Study of Coffesia's Coffee Product)

Demand for coffee is growing, so it is not surprising that sensory marketing is often used to attract the consumer's attention. This study aimed to determine the relationship between sensory marketing, packaging, and purchasing decisions of Coffesia's coffee products, where sensory marketing focused on two factors: visual and touch. A survey method was used with 60 questionnaires distributed in the Surabaya region, but only 45 questionnaires were returned and processed. The Structural Equation Model - Partial Least Square (SEM-PLS) was used for data analysis. First, sensory marketing had a positive effect on purchasing decisions, which means it encouraged buyers to make purchasing decisions. Second, sensory marketing had a positive effect on packaging when buyers wanted to buy products with attractive packaging. Third, packaging had a positive effect on purchasing decisions. Finally, sensory marketing had a positive effect on purchasing decisions through packaging as a mediating variable. Keywords: sensory marketing, visual, touch, packaging, purchasing decisio

ANALYZING ENTREPRENEURIAL MARKETING ON INNOVATIVE PERFORMANCE

Resource Based View (RBV) is used to identify problems faced by SMEs. Based on the results of SWOT analysis, it can be seen that SMEs have six problems. These problems include: limited human resources, lack of advanced technology, not having enough knowledge about the target market, not having a good enough SMES management systems, competitor competition, and price from suppliers that fluctuate. The purpose of this study is to determine the effect of Entrepreneurial Marketing on Innovative Performance. This study uses questionnaire as a research instrument for 35 respondents, SMEs who sell snacks in Surabaya city. The results of this study indicated that Entrepreneurial Marketing, consisting of Market Orientation and Entrepreneurial Orientation, has a positive and significant influence on Innovative Performance of SMEs. This shows that the SMES business unit that implements Entrepreneurial Marketing will experience an increase in the performance of the business uni