PENGALAMAN PENGGUNA, KEAMANAN TRANSAKSI, KEMUDAHAN PENGGUNAAN, KENYAMANAN, DAN PENGARUHNYA TERHADAP PERILAKU PEMBELIAN ONLINE SECARA IMPULSIF

In Indonesia, online shopping has become a trend and transactions have increased drastically, marked by the development of business players involved in the online marketplace industry, one of which is Lazada, which is the top marketplace in Indonesia. Lazada is an online product buying and selling application that offers a variety of products and uses the internet and social media as a forum for interactive two-way interactions with its users. Product bids, attractive prices and availability of information can lead to impulsive buying behavior. The impulse to buy impulsively is described as a complex, sudden, pleasant purchase and the decision-making process occurs instantaneously without thinking of any other considerations. This study has the main objective of identifying the effect of user experience, transaction security, ease of use, convenience on impulsive online buying behavior aimed at the Lazada marketplace. The population in this study are consumers who have made online purchases at Lazada. The sampling technique used is non-probability sampling, with a purposive sampling method with the following sample criteria: consumers who have made online Lazada purchases more than once, and aged over 17 years to 50 years. Respondents came from the city of Sidoarjo and totaled 120 people. Multiple linear regression analysis is an analytical tool used in this study. The t test is to prove the research hypothesis which previously carried out the reliability test. From the results of the analysis of the research results, it is found that experience, safety, convenience and comfort have a significant influence on impulsive buying behavior at Lazada. The experience variable is a variable that has a dominant effect. Keywords: experience, security, ease of use, enjoyment, impulsive buying behavior.

Pengaruh Social Media Marketing, E-Service Quality, dan Review Content terhadap Minat Beli pada UMKM Produk Organik

Advances in information technology and digital-based economy expand the potential for entrepreneurship. Market segmentation becomes more extensive due to an online marketplace to sell goods and services. Online marketplace company needs an edge to compete with other similar businesses. Nyayur uses various marketing strategies to be able to compete. This study aimed to determine the influence of social media marketing, review content, and e-service quality on buying interest among users of Nyayur in Salatiga. The data is collected using purposive sampling techniques with questionnaires distributed directly to fifty users of Nyayur. The data obtained were processed using IBM SPSS statistics 25. The results showed that social media marketing, e-service quality, and content review do not influence purchase intention. This research can be an additional consideration for Nyayur.com in improving the quality of its operations, where this research provides factual evidence from consumers regarding their perception of Nyayur.com. So that this research can be used as material for monitoring and evaluation (Monev) of e-commerce platforms to improve the quality and professionalism of work, especially for Nyayur. com. Services using social media promotions can update their marketing strategy, considering that most users are housewives who do not actively use social media in the form of platforms. E-service quality can provide product consulting services for fruit and vegetables via calls or Whatsapp. Reviewing content on nyanyur.com is essential to support the progress of its performance. Consumers who provide the best reviews can be rewarded to help the nyayur.com application in the future.

PENGENAAN PAJAK PERTAMBAHAN NILAI PADA ONLINE MARKETPLACE TOKOPEDIA

The purpose of the study is to understand the e-commerce business model and process in the Tokopedia online marketplace and review the treatment of the imposition of Value Added Tax (VAT) on goods delivery transactions that occur in the Tokopedia online marketplace. The research method used is descriptive qualitative. The result of the research is that Tokopedia earns income from premium features used by merchants, not from purchasing activities made by buyers. Events when merchants use Tokopedia's premium features are events that are subject to VAT. An event when a merchant with PKP status delivers goods to the Buyer, VAT is payable. Invoice or payment details received by the buyer that are not listed have been subject to VAT on the purchase of goods. The buyer makes a payment to the escrow account which will then be forwarded to the merchant, so the escrow account is required to collect VAT from the buyer. Events when a merchant sends goods to a buyer using a courier service are events that are VAT payable. The invoice or payment details received by the buyer that are not listed have been subject to VAT for the use of goods delivery services via courier. Keywords : E-commerce, Tokopedia, Value Added Tax Abstrak Tujuan penelitian adalah memahami model serta proses bisnis e-commerce pada online marketplace Tokopedia dan meninjau perlakuan pengenaan Pajak Pertambahan Nilai (PPN) atas transaksi penyerahan barang yang terjadi di online marketplace Tokopedia. Metode penelitian yang digunakan adalah kualitatif deskriptif. Hasil penelitian adalah Tokopedia mendapatkan penghasilan dari fitur premium yang digunakan oleh merchant, bukan dari kegiatan pembelian yang dilakukan oleh pembeli. Peristiwa saat merchant menggunakan fitur premium Tokopedia merupakan peristiwa yang terutang PPN. Peristiwa saat merchant yang berstatus PKP menyerahkan barang kepada Pembeli terutang PPN. Invoice atau rincian pembayaran yang diterima pembeli tidak tercantum telah dikenakan PPN atas pembelian barang. Pembeli melakukan pembayaran kepada escrow account yang selanjutnya akan diteruskan kepada merchant, sehingga escrow account wajib memungut PPN dari pembeli. Peristiwa saat merchant mengirimkan barang kepada pembeli menggunakan jasa kurir merupakan peristiwa yang terutang PPN. Invoice atau rincian pembayaran yang diterima pembeli tidak tercantum telah dikenakan PPN atas pemanfaatan jasa pengiriman barang melalui kurir. Kata kunci : E-commerce, Pajak pertambahan nilai, Tokopedia