Journal Of Resource Management, Economics And Business

ANALYSIS OF PURCHASING DECISIONS ON THE SHOPEE MARKETPLACE: A STUDY OF THE PEOPLE OF SUMEDANG CITY

Fadila Nurfauzia — 2026-02-06

Purpose: This study aims to analyze the purchasing decision behavior of the people of Sumedang City on the Shopee marketplace and identify the key factors influencing these decisions, including ease of use, promotions, consumer reviews, trust, product quality, and payment methods. The findings are expected to provide insights into consumer behavior and support the development of effective digital marketing strategies.

Research Methodology: This study employed a qualitative research design with a descriptive approach to explore purchasing decision behavior among the people of Sumedang City on the Shopee marketplace. The research was conducted in Sumedang City, where online marketplace usage is relatively high. Data were collected from primary and secondary sources. Primary data were obtained through in-depth, semi-structured interviews with selected informants who had prior experience shopping on Shopee, while secondary data were gathered from academic literature, journals, and relevant reports related to consumer behavior and e-commerce. ensure data validity, triangulation of sources and methods was applied, along with member checking. Ethical considerations were maintained throughout the research by ensuring voluntary participation, informed consent, and confidentiality of informants’ identities.

Results: The findings indicate that purchasing decisions among the people of Sumedang City on Shopee are influenced by product confidence, purchasing habits, recommendations from others, and the tendency to make repeat purchases. Overall, the people of Sumedang City have positive shopping experiences on Shopee, as the platform is considered practical, efficient, and offers various promotional benefits. However, some challenges remain, such as delivery delays and discrepancies between product descriptions and actual products received. This study is expected to contribute to the development of digital marketing strategies and serve as a reference for local business actors in optimizing the use of marketplaces.

Limitations: This study is limited by its qualitative approach and the relatively small number of informants, which may restrict the generalizability of the findings beyond the context of Sumedang City. In addition, the research focuses on a single marketplace platform (Shopee), so consumer behavior on other e-commerce platforms may differ.

Contribution: This study contributes to marketing management, consumer behavior, and digital commerce by providing insights into purchasing decisions in a local Indonesian context. The findings are useful for e-commerce platforms, online sellers, and researchers in developing and studying digital marketing strategies and online consumer behavior.

Keywords: purchasing decision, marketplace, Shopee, consumer behavior, Sumedang City

RETAIL GROWTH AND DIGITAL TRANSFORMATION FRAMEWORK: A STRATEGIC APPROACH FOR BUSINESS SUSTAINABILITY

Evy Oktaviani Fauzi — 2026-02-14

Purpose: The purpose of this study is to develop a comprehensive Retail Growth and Digital Transformation Framework that integrates multiple established business models to guide retail businesses in navigating growth, digital transformation, and customer satisfaction

Research Methodology: This study utilizes a qualitative approach, synthesizing six business models: McKinsey’s 3 Horizons, BCG’s Growth Share Matrix, Bain & Company’s NPS, Deloitte’s Digital Maturity Model, Accenture’s Value Chain Analysis, and PwC’s SARAH Model. Tools and software used include Microsoft Excel, Tableau, and NVivo for data analysis, visualization, and qualitative synthesis.

Results: The synthesis of these models into a unified framework provides a strategic tool for balancing short-term operational efficiency with long-term innovation, improving customer loyalty, and ensuring successful digital transformation.

Limitations: This study assumes that retail businesses have varying levels of digital maturity. The framework’s applicability across all retail sectors and geographical regions requires further empirical validation.

Contribution: This framework is valuable for retail leaders, strategic planners, and business consultants in industries such as retail management, digital transformation, and customer experience. It can aid in guiding retail businesses through complex challenges and technological advancements.

THE IMPACT OF PROMOTIONAL EXPENDITURE ON MSME PROFITABILITY: EVIDENCE FROM A CULINARY BUSINESS IN INDONESIA

Santi Pertiwi Hari Sandi — 2026-03-31

Purpose: This study aims to analyze the role of promotional expenditure in increasing business profits at Gudeg Eyang MSME, a traditional culinary business operating in Karawang, West Java.

Research Methodology: The study employs a quantitative descriptive method with a case study approach. Data were collected from both primary sources (interviews with business owners) and secondary sources (financial reports and promotional records in 2025). The analysis includes identifying promotional costs, measuring changes in turnover and profit, and calculating Return on Marketing Investment (ROMI).

Results: The findings indicate that promotional expenditure has a positive impact on business profitability. Annual promotional costs of IDR 6,410,000 contributed to an increase in monthly turnover from IDR 12,000,000 to IDR 16,000,000, resulting in a 177% increase in net profit. The ROMI reached 250%, indicating high effectiveness of promotional strategies.

Limitations: This study is limited to a single MSME case and covers only one year of data (2025), which may restrict the generalizability of the findings to other sectors or regions.

Contribution: This research contributes to the literature by providing empirical evidence on the effectiveness of promotional expenditure in improving MSME profitability, particularly in the context of digital marketing and local culinary businesses.

LEADERSHIP STYLE, COMPETENCE, AND PROFESSIONALISM EFFECTS ON EMPLOYEE PERFORMANCE: EVIDENCE FROM INDRAMAYU DISKOMINFO

Yudha Indramawan — 2026-03-31

Purpose: To examine the effect of leadership style (X1), competence (X2), and professionalism (X3) on employee performance (Y) at the Department of Communication and Informatics of Indramayu Regency.

Research Methodology: Quantitative survey; questionnaire (Likert scale 1–5); census sample (N=66); multiple linear regression; partial test (t-test); simultaneous test (F-test); coefficient of determination (R Square); normality test (Kolmogorov–Smirnov); multicollinearity test (Tolerance/VIF); software: IBM SPSS Statistics 27 for Windows.

Results: Leadership style is significant (t=4.381; p=0.000) and competence is significant (t=2.152; p=0.035), while professionalism is not significant (t=0.059; p=0.953). The model is significant simultaneously (F=10.973; p=0.000). Model fit: R=0.589; R Square=0.347; Adjusted R Square=0.315.

Limitations: Single-institution setting, one-time survey (cross-sectional), self-reported questionnaire data, and predictors limited to X1–X3 with N=66.

Contribution: Useful for public-sector human resource management, leadership development, competency-based training, and performance improvement programs in government agencies, especially communication and informatics offices.