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All Journal Journal The Winners DeReMa (Development Research of Management) Jurnal Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Al-Kharaj: Journal of Islamic Economic and Business Review of Management and Entrepreneurship Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Accounting Profession Journal (APAJI) Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal ABM Mengabdi Movere Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Journal Online Manajemen ELPEI (JOMEL) Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa Scientium Management Review
Gracela Marisa Sanapang
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Public Health Social Sciences Other

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MAKING CHANGE VISIBLE: HOW DIGITAL DEXTERITY BUILDS ADAPTIVE CAPACITY THROUGH VISUAL STRATEGY IN MSMEs E-COMMERCE Gracela Marisa Sanapang; Bilyan Putra Sari; Muh Syulhasbiullah
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 3 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20322657

Abstract

Set within Indonesia’s rapidly evolving platform-mediated commerce, this study explains how digital dexterity is converted into market-recognized adaptive capacity by specifying visual strategy as the execution mechanism at the customer interface. Drawing on dynamic capabilities and contemporary branding scholarship, we surveyed 240 e-commerce Micro, Small, And Medium Enterprise (MSMEs) entrepreneurs and estimated a theory-driven model using partial least squares structural equation modeling with validated reflective measures. The results are clear and internally consistent. Digital dexterity strengthens visual strategy. Digital dexterity also enhances adaptive capacity directly. Visual strategy improves adaptive capacity. Visual strategy further serves as a substantive conduit that links digital dexterity to adaptive capacity, indicating that digital skills matter most when institutionalized through a disciplined, cross-channel visual system that standardizes identity elements, reusable templates, and trust-bearing cues so strategic shifts become legible, credible, and repeatable. The study contributes an integrated account that connects digital transformation capability to adaptive outcomes through visual execution. Practically, we recommend building dexterity micro skills in analytics and rapid testing, codifying lightweight brand kits and creative templates, and instituting a regular creative review cadence so adjustments are communicated consistently across touchpoints. We also outline directions for longitudinal and platform-specific replications that pair perceptual data with behavioral performance traces.
FRICTIONLESS, FUN, AND FAST: PATHWAYS TO SPONTANEOUS BUYING IN DIGITAL PAYMENTS GRACELA MARISA SANAPANG; Sanny Suliantoro; Levani Chandra; Leony Theresia Talaran; Steven Yoel Jonathan; Anthony Patrick Tjandani
DeReMa (Development Research of Management): Jurnal Manajemen Vol. 21 No. 1 (2026): Vol. 21 No.1 (2026): Mei
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19166/derema.v21i1.10596

Abstract

This study examines the effect of digital convenience on impulsive buying behavior, with perceived usefulness and hedonic motivation as mediating variables among e-wallet users in Indonesia. A quantitative explanatory research design was employed, with data collected from 157 respondents through purposive sampling using an online questionnaire. Structural Equation Modeling (SEM-PLS) was applied to analyze the relationships between variables. The results indicate that digital convenience does not have a direct effect on impulsive buying, but it significantly influences impulsive buying indirectly through both perceived usefulness and hedonic motivation. Hedonic motivation was found to be the stronger mediator, suggesting that emotional enjoyment plays a more dominant role than cognitive perceptions of usefulness in driving impulsive purchases. These findings highlight the importance of enhancing both functional convenience and hedonic experiences in digital platforms to better understand consumer behavior in the Indonesian e-commerce context.
When clicking becomes uncontrollable: The moderating role of fear of missing out and perceived enjoyment Elia Ardyan; Gracela Marisa Sanapang; Manuel Goncalves
Jurnal Manajemen dan Pemasaran Jasa Vol. 17 No. 2 (2024): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v17i2.19316

Abstract

Indonesia's live-stream-selling business is experiencing growth as more social media vendors are embracing live-streaming platforms. Online live selling has rendered purchasers vulnerable to compulsive purchasing and the dopamine trap, as it generates a feeling of exhilaration and social coercion. This research investigates the moderating effects of fear of missing out (FOMO) and perceived satisfaction on the relationship between the perceived usefulness of live streaming and online compulsive buying activity. The respondents in this study were 154 people who had watched live streaming of social commerce and carried out online compulsive buying activities. This study uses convenience sampling as a technique to determine the sample. Each question item is assessed using seven scales. This study uses structural equation modeling partial least squares to analyze the data. This research shows that the influence of the perceived usefulness of live streaming can increase online compulsive buying activity. Apart from that, the critical role of FOMO and perceived enjoyment can moderate the influence of the perceived usefulness of live streaming on online compulsive buying activity. This study makes a valuable contribution to the field of dual process theory. This study also offers practical implications for managers, highlighting the undeniable impact of the fear of missing out on individuals who find satisfaction in live streaming. This fear intensifies their anxiety and desire to stay connected with others' activities, especially if they believe that participating in live streaming is crucial for maintaining relationships or staying informed.
Peran Influencer, Electronic Word Of Mouth (E-Wom), Live Streaming Terhadap Keputusan Pembelian Kosmetik Pada Aplikasi Shopee Michelle Gloria Winardy; Amelia Grace Chandra; Marchello Raymond; Michella Laurent Laudy; Ayumi Angelina; Gracela Marisa Sanapang
Jurnal Online Manajemen ELPEI Vol 6 No 1 (2026)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v6i1.463

Abstract

This study aims to examine the influence of influencers, Electronic Word of Mouth (E-WOM), and live streaming on purchasing decisions for cosmetic products on the Shopee app. The research method used is quantitative with purposive sampling technique involving 158 respondents from Makassar City who have previously purchased cosmetics through Shopee. Data were collected through a questionnaire and analyzed using SPSS version 26 through validity tests, reliability tests, and multiple linear regression. The results show that all three variables influencers, E-WOM, and live streaming have a positive and significant effect on purchasing decisions, both partially and simultaneously. Among the three, live streaming has the largest impact. This is because consumers feel more confident when they can see live product demonstrations, interact with sellers in real-time, and receive special promotions during the live broadcast. Meanwhile, E-WOM also plays an important role, as consumers tend to consider reviews and the experiences of other users before making a purchase. Influencers have a smaller effect compared to the other two variables, as not all consumers feel personally connected to recommendations from influencers. Overall, these three variables can explain 63.5% of the variance in purchasing decisions. Therefore, a good combination of influencers, E-WOM, and live streaming will increase consumer trust and willingness to purchase the product, ultimately boosting sales and customer loyalty.
Peran Viral Marketing, Live Streaming, and e-WOM terhadap Keputusan Pembelian di Live Streaming E-Commerce Citra Raenalda Kalimantary; Chindy Puspita Dewi; Nazwa Nakiyah Nabila; Putri Fadila; Gracela Marisa Sanapang
Jurnal Online Manajemen ELPEI Vol 6 No 1 (2026)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v6i1.476

Abstract

This study aims to analyze the influence of viral marketing, live streaming, and electronic word of mouth (e-WOM) on purchasing decisions on live streaming-based e-commerce platforms. The study used a quantitative explanatory approach with a survey method of consumers who had made purchases through live streaming commerce. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to test the measurement model and structural model. The test results showed that all research indicators met the validity and reliability criteria. Empirical findings revealed that viral marketing and e-WOM had a positive and significant influence on purchasing decisions, while live streaming did not have a significant direct influence. Viral marketing acts as an initial trigger that increases consumer awareness and interest through social information dissemination. Meanwhile, e-WOM is the most dominant factor in influencing purchasing decisions because it functions as a form of social validation that can reduce risk perception and increase consumer trust. Live streaming plays a more active role as a means of consumer interaction and engagement that has an indirect impact on purchasing decisions, thus requiring the support of other factors such as trust and credible consumer reviews. In conclusion, an effective digital marketing strategy for live streaming commerce needs to focus on creating viral content and strengthening positive e-WOM, with live streaming being used as a supporting tool to increase engagement and overall marketing effectiveness.
Perceived Usefulness Of Generative AI dan Ethical AI Use Intention: Peran Mediasi Academic Integrity Awareness Di Perguruan Tinggi Gracela Marisa Sanapang; Moh Virgiawan Antralis; Muh Dafa Wardana; Yusri Hidayat; Nur Ichsan; Rahmat Mursalim
Movere Journal Vol. 8 No. 1 (2026)
Publisher : Sekolah Tinggi Ilmu Ekonomi (STIE) Tri Dharma Nusantara Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53654/mv.v8i1.764

Abstract

The rapid diffusion of generative artificial intelligence (GenAI), such as ChatGPT, has reshaped students’ academic practices, primarily due to its perceived ability to enhance efficiency and learning productivity. Nevertheless, high perceived usefulness may also increase the risk of unethical academic use when students lack adequate awareness of academic integrity. Grounded in the Technology Acceptance Model (TAM) and an intention-based perspective, this study examines the effect of perceived usefulness of generative AI on students’ ethical AI use intention, with academic integrity awareness positioned as a mediating mechanism. A quantitative explanatory design was employed using an online survey targeting higher-education students who have used GenAI for academic purposes. Respondents were selected via purposive sampling. Data were collected through a five-point Likert-scale questionnaire and analyzed using SEM-PLS (SmartPLS), applying bootstrapping to test direct effects and mediation simultaneously. The results indicate that perceived usefulness positively and significantly predicts academic integrity awareness and ethical AI use intention. Academic integrity awareness also has a positive and significant effect on ethical AI use intention. Indirect-effect testing confirms a significant mediating role of academic integrity awareness in the relationship between perceived usefulness and ethical AI use intention, suggesting partial mediation. These findings imply that ethical GenAI use is not driven by perceived usefulness alone; it also depends on students’ internalized academic integrity awareness. Practically, higher-education institutions should strengthen ethical literacy, institutional policies, and governance frameworks for GenAI to ensure effective yet responsible adoption.
From Scrolls to Carts: An EIIC Model Grounded in Uses and Gratifications on TikTok Social Commerce Gracela Marisa Sanapang; Monalisa
Accounting Profession Journal (APAJI) Vol. 8 No. 2 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Penelitian ini mengembangkan model EIIC perilaku pembelian social commerce TikTok dengan mengintegrasikan hiburan, kualitas informasi, interaksi sosial, dan kemudahan dalam kerangka Teori Uses and Gratifications. Data survei dari 161 pengguna TikTok Indonesia berusia 18–34 tahun dianalisis menggunakan PLS-SEM. Keempat gratifikasi tersebut berpengaruh positif dan signifikan terhadap minat beli, secara bersama-sama menjelaskan 69,8% variansnya; kemudahan menunjukkan pengaruh terkuat, diikuti hiburan, interaksi sosial, dan kualitas informasi. Temuan ini menjelaskan bagaimana gratifikasi hedonis dan utilitarian mentransformasi aktivitas menggulir video pendek menjadi minat beli serta memandu strategi TikTok Shop yang berbasis data.
PENERAPAN PEMASARAN DIGITAL SEBAGAI UPAYA MENINGKATKAN PENDAPATAN PADA UMKM WARUNG MAS SONY LAMONGAN DI KOTA MAKASSAR Eunike Peter Lim; Gracela Marisa Sanapang; Chelsea Febrina Sutandi; Jesslyn Liamri; Kellyn Clara Chandra; Valerio Ravanelly Thonardy
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 7 No. 4 (2026): Inpress Vol. 7 No. 4 (2026)
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v7i4.60792

Abstract

Warung Mas Sony Lamongan merupakan salah satu Usaha Mikro, Kecil, dan Menengah (UMKM) kuliner di Kota Makassar yang menyajikan menu khas Lamongan, namun belum memanfaatkan media sosial sebagai sarana promosi usaha. Kegiatan pengabdian masyarakat ini bertujuan membantu pemilik UMKM meningkatkan pendapatan usaha melalui optimalisasi pemasaran digital berbasis Instagram dan TikTok. Metode yang digunakan meliputi wawancara kebutuhan, pembuatan dan optimasi akun Instagram serta TikTok, penyusunan konten promosi menggunakan aplikasi Canva, penyusunan content calendar, serta pelatihan dan pendampingan pengelolaan media sosial secara mandiri kepada pemilik UMKM. Hasil kegiatan menunjukkan bahwa Warung Mas Sony Lamongan kini memiliki akun Instagram dan TikTok yang aktif dengan performa konten yang terus meningkat, ditandai dengan pencapaian ribuan tayangan pada dasbor profesional Instagram dan ribuan penayangan video pada TikTok. Setelah kurang lebih delapan minggu pendampingan, pendapatan harian UMKM meningkat dari sekitar Rp3.000.000 menjadi Rp3.500.000, yang menunjukkan dampak positif kehadiran digital terhadap perluasan jangkauan pasar. Kegiatan ini membuktikan bahwa pendampingan pemasaran digital yang terstruktur mampu meningkatkan kapasitas promosi dan pendapatan UMKM kuliner skala kecil secara berkelanjutan
Co-Authors Amelia Grace Chandra Anthony Patrick Tjandani Ayumi Angelina Bilyan Putra Sari Chelsea Febrina Sutandi Chendana, Melissa Chindy Puspita Dewi Christoffel, Robin Christoffel Citra Raenalda Kalimantary Elia Ardyan Eunike Peter Lim Eveline, Claudia Jesslyn Liamri Justin Wijaya Kellyn Clara Chandra Kohar, Felicia Leony Theresia Talaran Levani Chandra Liadi, Tasya Ludyanto, Mayfeline Maichal Maichal Manuel Goncalves Marchello Raymond Michella Laurent Laudy Michelle Gloria Winardy Moh Virgiawan Antralis Monalisa Mudmainna Muh Dafa Wardana Muh Syulhasbiullah Mustikarini, Carolina Novi Nazwa Nakiyah Nabila Nur Ichsan Nurtani, Leony Putri Putri Fadila Rahmat Mursalim S.E., M.M, Dr. Monalisa, Sanny Suliantoro Santoso, Robin Christoffel Selina, Tiffanie Sonata Christian St Salmah Sharon Steven Yoel Jonathan Suade, Yuyun Karistin Meilisa Syam, Asriah Tanesia, Cindy Yoel The, Rivandy Leonardy Utama Tunandar, Ivana Edgina Tungadi, Derryl Valerio Ravanelly Thonardy Wanggarry, Veron Wijaya, Hans Christian Winata, Natalia Yusri Hidayat