Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Journal of Science and Education (JSE) Journal of Economics and Management
Baiq Handayani Rinuastuti
Department of Management, Faculty of Economics and Business, University of Mataram, Indonesia
Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Mathematics Physics

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Live Streaming and Impulse Buying in Social Commerce: A Comparative Study of TikTok and Shopee with Price Consciousness as a Moderator Alsya Siti Aenaya; Sulhaini; Baiq Handayani Rinuastuti
Journal of Science and Education (JSE) Vol. 6 No. 1 (2025): Journal of Science and Education (JSE)
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/jse.v6i1.573

Abstract

The main purpose of this study is to examine the influence of live streaming on impulse buying of local fashion products with price consciousness as a moderation variable on the TikTok and Shopee platforms. The population in this study is young female consumers who shop for local fashion products unintentionally on live streaming social commerce platforms — TikTok and Shopee. The sample in this study amounted to 150 respondents spread across various regions in Indonesia. The results showed that live streaming had a positive and significant effect on impulse buying on both platforms, with a stronger influence on TikTok. In addition, price consciousness has been proven to moderate the influence of live streaming on impulse buying on TikTok, but not significantly on Shopee.
Analyzing the Effectiveness of Marketing Sasak Handwoven Crafts through Immersive Metaverse Media Baiq Handayani Rinuastuti; Abdurrahman; Regania Pasca Rassy
Journal of Economics and Management Vol. 4 No. 2 (2026): Journal of Economics and Management, June 2026
Publisher : Lembaga Publikasi Ilmiah Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/ecoma.v4i2.474

Abstract

This study explores the potential of Metaverse-based marketing in promoting Tenun Sasak, a traditional handwoven textile that represents the cultural identity of Lombok, Indonesia. Using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as the analytical framework, the study evaluates how several technology acceptance factors influence consumers’ intention to purchase Tenun Sasak after experiencing the product through a virtual reality gallery developed by the researchers. The examined factors include performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, price value, and habit. A quantitative explanatory research design was applied, involving 100 respondents selected through purposive sampling. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that purchase intention is significantly influenced by performance expectancy (β = 0.19, p = 0.001), effort expectancy (β = 0.16, p = 0.009), hedonic motivation (β = 0.21, p < 0.001), price value (β = 0.14, p = 0.011), and habit (β = 0.18, p = 0.002). Meanwhile, social influence and facilitating conditions do not demonstrate significant effects. These results suggest that consumers are more likely to develop purchase intentions when Metaverse-based product experiences are perceived as beneficial, accessible, enjoyable, reasonably valuable, and aligned with their existing digital behavior. The findings highlight the relevance of immersive technology as an alternative marketing approach for traditional cultural products.
Co-Authors Abdurrahman Alsya Siti Aenaya Regania Pasca Rassy Sulhaini