ProBisnis : Jurnal Manajemen

The Effect of Live Streaming Sales and Store Atmosphere Digital on Generation Z Impulsive Buying Decisions in TikTok Shop (A Case Study in Kelurahan Abianbase)

2026-07-12T00:00:35+00:00

This study aims to determine the partial and simultaneous effects of live streaming sales and store atmosphere digital on impulsive buying decisions among Generation Z at TikTok Shop. Conducted in Kelurahan Abianbase, this quantitative research utilized a purposive sampling method, gathering primary data from 130 respondents through structured questionnaires. The data were analyzed using multiple linear regression. The results demonstrated that live streaming sales exerted a positive and significant effect on impulsive buying. Similarly, store atmosphere digital had a positive and significant impact. Simultaneously, both variables significantly enhanced impulsive buying decisions. Strategic recommendations include standardizing real-time information delivery during live sessions and establishing a uniform visual design for digital stores.

Analisis Dampak Kehadiran Pasar Ritel Modern terhadap Pendapatan dan Keberlangsungan Usaha Pedagang di Pasar Tradisional Dompu

2026-07-13T01:39:16+00:00

This study aims to analyze the impact of the presence of modern retail markets on the income and business sustainability of traders at the Dompu Traditional Market. The presence of modern retail such as minimarkets and supermarkets has changed the consumption patterns of the community, which has the potential to affect the economic conditions of traditional market traders. This study uses a quantitative approach with a survey method. The research population comprises all traders at the Dompu Traditional Market, totaling 673 people, with a sample of 88 respondents determined using the Slovin formula. Data were obtained through the distribution of questionnaires and analyzed using simple linear regression with the assistance of IBM SPSS Statistics 21. Before the analysis was conducted, the data were tested for validity, reliability, and classical assumption tests. The results of the study indicate that the presence of modern retail markets has a significant effect on the income of traders and the business sustainability of traders at the Dompu Traditional Market. The increasing competition causes changes in the number of customers, sales levels, as well as traders' ability to maintain their businesses. These findings indicate that the presence of modern retail becomes an important factor influencing the economic condition of traditional market traders. Therefore, policies and strategies are needed that can enhance the competitiveness of traditional market traders so they are able to survive amid the development of modern retail.

Analisis Strategi Pemasaran Berbasis Digital dalam Meningkatkan Keunggulan Bersaing Rumah Makan Doro Tarei

2026-07-14T00:51:39+00:00

This study investigated the digital marketing strategies implemented by Rumah Makan Doro Tarei to enhance its competitive advantage amidst intense competition in the culinary sector. The main problem was the struggle of the business to optimize digital platforms and maintain consistent promotional content to attract consumers. A qualitative approach with a case study design was utilized. Data were gathered through in-depth interviews with the owner and staff, alongside observation and documentation. The findings revealed that the restaurant actively utilized various digital platforms, including social media, communication applications, digital maps, and food delivery services, to reach wider audiences and interact directly with customers. The implementation involved basic planning, execution, and evaluation stages. Despite facing challenges such as time constraints, limited design skills, and human resource shortages, the digital marketing efforts effectively increased the customer base and brand visibility. The study concluded that consistent and interactive digital marketing significantly improved customer loyalty and strengthened the overall competitive advantage of the local culinary business.

Analisis Strategi Inovasi Produk Dan Pemasaran Digital Dalam Upaya Peningkatan Daya Saing Produk UMKM (Studi Kasus Toko Roti Dewi)

2026-07-14T00:55:33+00:00

This study aims to analyze the product innovation and digital marketing strategies implemented by Toko Roti Dewi in Dompu Regency to enhance the competitiveness of SMEs. The research employed a descriptive qualitative method with data collected through semi-structured interviews, observation, and documentation. The findings reveal that product innovation strategies include seasonal product development, modification of taste and packaging, utilization of local raw materials, addition of new menu variants, and the use of modern production technology. Digital marketing strategies consist of social media utilization, online marketplaces, online promotions, interactive communication with customers, and the creation of simple visual content. The results indicate that WhatsApp is the dominant marketing channel because it provides fast, personal, and flexible communication compared to marketplaces. The consistent implementation of product innovation combined with digital marketing strategies has been proven to increase customer loyalty, expand market reach, and strengthen SME competitiveness amid growing business competition.