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All Journal Jurnal Ilmu Dasar Jurnal Pencerahan Jurnal Promosi Pendidikan Ekonomi Journal of Agromedicine and Medical Sciences Jurnal Ilmiah Mahasiswa Veteriner KLIK (Kumpulan jurnaL Ilmu Komputer) (e-Journal) JURNAL SERAMBI ILMU Jurnal Purifikasi J-MAS (Jurnal Manajemen dan Sains) EQIEN - JURNAL EKONOMI DAN BISNIS Kalam: Jurnal Agama dan Sosial Humaniora Ekonis : Jurnal Ekonomi dan Bisnis Societas : Jurnal Ilmu Administrasi dan Sosial Jurnal Sintaksis : Pendidikan Guru Sekolah Dasar, IPA, IPS dan Bahasa Inggris Open Access Indonesia Journal of Social Sciences The seall Indonesian Journal of Laboratory Open Access Indonesia Journal of Social Sciences Muhadasah : Jurnal Pendidikan Bahasa Arab Seminar Nasional Hasil Riset dan Pengabdian (SNHRP) Jurnal Cakrawala Ilmiah Journal of Community Service Jurnal Rekayasa Sipil (e-journal) Asalibuna Journal of Economic Education and Entrepreneurship Studies Indonesian Journal Of Business And Entrepreneurship Research Jember Medical Journal (JMJ) Jurnal Abdimas Maduma International Journal of Health and Information System (IJHIS) Jurnal Pendidikan Sains Indonesia (Indonesian Journal of Science Education) JENTIK Sriwijaya Journal of Forensic and Medicolegal Acta Solum Enigma in Education Enigma in Law VISA: Journal of Vision and Ideas Enigma in Cultural EBAMUKAI; JURNAL PENGABDIAN ILMU PENGETAHUAN DAN TEKNOLOGI Jurnal Ilmiah Multidisiplin Ilmu Jurnal Medika Veterinaria Realisasi: Ilmu Pendidikan, Seni Rupa dan Desain International Journal of Education, Vocational and Social Science Reflection: Islamic Education Journal
Muhammad Hasan
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The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia Muhammad Hasan; Henry Peter Paul; Darlene Sitorus; Despian Januandri; Brenda Jaleel
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 2 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i2.298

Abstract

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus content-first, respectively. However, the precise cognitive and affective mechanisms by which these platforms guide consumer attention and trigger impulse purchases remain empirically unexamined. This study employed a within-subjects laboratory experiment with 60 Indonesian consumers (aged 18-25). A multi-modal neuromarketing approach was used, synchronizing eye-tracking (ET) and electroencephalography (EEG) data. Participants viewed six 60-second LSC clips (three from Shopee Live, three from TikTok Shop) matched for product category. Key eye-tracking metrics (Total Fixation Duration, Time to First Fixation) were analyzed across predefined Areas of Interest (AOIs: Host Face, Product, Price, CTA Button, Chat). EEG data was processed to derive Frontal Alpha Asymmetry (FAA) for approach-avoidance motivation and Cognitive Load indices. Post-stimulus surveys measured Impulse Buying Urge (IBU). Significant differences emerged. Shopee Live generated longer Total Fixation Duration on the Host’s Face (M=12,500ms) and Price/Discount AOIs (M=8,800ms). Conversely, TikTok Shop elicited significantly faster Time to First Fixation on the Product (M=1,600ms) and CTA Button (M=2,800ms), and higher TFD on these AOIs. Neurologically, TikTok Shop produced significantly greater FAA (M=0.19 vs. 0.08), indicating higher approach motivation, and also induced a higher cognitive load. A multiple regression analysis revealed that the strongest predictors of IBU were TFD on the CTA Button, FAA, and TFD on the Host’s Face. TFD on the product itself was not a significant predictor. In conclusion, the findings demonstrate that platform architecture fundamentally shapes the "live" gaze. Shopee Live fosters a deliberative, host-centric, and price-evaluative attentional strategy. TikTok Shop promotes a rapid, immersive, and conversion-focused gaze, driving higher affective engagement (approach) and subsequent impulse buying. The study provides novel evidence that in LSC, impulse triggers are tied more to conversion-point (CTA) and para-social (Host) cues than to the product itself.
The Effect of Entrepreneurship Training and Business Assistance on Strengthening the Role of MSME Players Assisted by PLUT-KUMKM in South Sulawesi Province Nirwana; Muhammad Rakib; M. Ihsan Said Ahmad; Syamsu Rijal; Muhammad Hasan
Indonesian Journal of Business and Entrepreneurship Research Vol. 1, No. 1, January 2023: Indonesian Journal of Business and Entrepreneurship Research
Publisher : Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (332.911 KB) | DOI: 10.62794/ijober.v1i1.12

Abstract

This research was conducted to determine the effect of entrepreneurship training and business assistance on strengthening the role of MSME actors assisted by PLUT KUMKM Prov. South Sulawesi Makassar City. By using quantitative methods and sample collection, namely probability sampling. With partial and simultaneous tests. The results of this study are that there is a significant influence between entrepreneurship training and business assistance on strengthening the role of MSME actors assisted by PLUT-KUMKM Prov. South Sulawesi Makassar City. Partially, entrepreneurship training (X1) has an effect on strengthening the role of MSME actors and business assistance has an effect but not significant on strengthening the role of MSME actors. The percentage of the influence of entrepreneurship training and business assistance assisted by PLUT KUMKM South Sulawesi Province is 33.3%.
PERANCANGAN DATA WAREHOUSE UNTUK PERUSAHAAN OTOBIS Zulham Ghinafikar; Muhammad Hasan; Muhammad Ainul Yaqin
Jurnal Manajemen Teknologi Informatika Vol. 2 No. 3 (2024): Jurnal Manajemen Teknologi Informatika
Publisher : JENTIK

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70038/jentik.v2i3.125

Abstract

Perkembangan teknologi informasi yang pesat telah memengaruhi berbagai sektor, termasuk industri otobis. Tantangan yang dihadapi adalah pengelolaan data operasional seperti penjualan tiket dan transaksi keuangan yang sering kali berasal dari sumber yang tidak terstruktur. Dalam penelitian ini dirancanglah data warehouse untuk perusahaan otobis dengan menggunakan metode Inmon. Integrasi data dilakukan dari sistem ERP mencakup informasi pemesanan tiket dan laporan pendapatan. Proses ETL (Extract, Transform, Load) diterapkan untuk menyusun data mentah menjadi format yang terstruktur. Proses ini memungkinkan analisia yang efisien terhadap tren pemesanan dan kinerja keuangan sehingga mendukung pengambilan keputusan yang lebih baik. Arsitektur yang dibuat juga memfasilitasi sentralisasi data dan meminimalkan usaha manual dalam pengelolaan informasi.
Co-Authors A Halim A.A. Ketut Agung Cahyawan W Aaliyah El-Hussaini Abdul Aziz ABDUL GANI Abdul Gani Abdul Harris Abdullah Husen Agus Syam Ahmad Erza Ahmad Murajid Ainul Yaqin Ainun Hasyim Almansyah Rundu Wonua Amiruddin . Amiruddin Amiruddin Andi Ayumah Hasan Andi Marwah Andi Rinda Oktariani Andi Ulfa Tenri Pada Anis Rahmawati Anisa Anisa Anita Havyasari Anugrah Putra Perdana Arfiani, Siti Zahra Aris Prasetyo Armi Permana Putri Arya Ganendra Ayel Sarwono Lahra Azizah Rachmawati Bambang Joko Priatmadi Bambang Joko Priatmadi Brenda Jaleel Caelin Damayanti Chaerunnisa Najib Citra Ayni Kamaruddin Darlene Sitorus Delvy Yuana Mustika Deppa Ringgi’ Despian Januandri Dewi Aulia Dian Rahayu Diana Eki Cahyani Dodon Turianto Nugrahadi Donny Adiatmana Ginting Edi Suprayetno Eki Yuliyanti Eko Noerhayati Elisa Elisa Emir Abdullah Evelyn Wang Fajriyanto Fatin Syarifahnur Fatma Zuhra Ferdian Nugroho Fita Nelyza Fitriani Fitriani fitriyanti fitriyanti Gayatri Putri Grace Olivia Silalahi Hafnati Rahmatan Hamdani Budiman Hanifah Yasin Hanum, Afrida Harun Urrashid Hendrik Hendrik Henry Peter Paul Ibnu Khaldun Ichsan Taufik Nasution Idawati Nasution Idris Atmaja Iis Sugandhi Ilmas Barlenti INANNA Intan Wilyta Iqbal Anugerah Jovanka Andina Kusumastuti, Inke LUBIS, INDAH SARI LIZA Ludia Jemina I.R. Reumy Luthfia Hanum* M. Ihsan Said Ahmad Mahidin Mahidin Marpaung, Fernandi De Napoli Marpaung, Fernando De Napoli Mary-Jane Wood Masruroh, Lu'luil Matilda Munoz MERIKSA SEMBIRING Miranda Miranda Mochamad Nur Ichsan Mudinillah, Adam Muh Ihsan Said Ahmad Muh. Ihsan Said Muh. Ihsan Said Ahmad Muhammad Adlim Muhammad Ali Ridla Muhammad Asiz Muhammad Azis MUHAMMAD DINAR Muhammad Fadli Muhammad Ikhsan Muhammad Iqbal Usman Muhammad Rakib Muhammad Syarbini Muliadi Aziz Mulyadi Adam Mursal Mursal Musdar M Musri Musman MUSTARI Mustari Mustari Mutiara, Sinthya N Nurdiana N Nurjannah Najib, Marhawati Nanda Rezky Pratama Naswir Ngatoillah Linnaja Nilawati Nilawati Nildawati Nindya Shinta Rumastika Nirwana Nuha Fauziyah Hanim Nur Asni Aulia Nur fahmi Nuraisyiah Nurdiana Nurdiana Nurdiana Nurhikmawati Nurjannah Nurul Mubin Nuzul Asmilia Purwoko, Agus Rahmat Khaeru Rahmatullah Rahmatullah Rahmatullah Rahmatullah Rahmawati Rahmawati Ratu Fazlia Inda Rahmayani Razali Daud Rena Normasari Resti CItra Dewi Rini Safitri Rinidar Rinidar Riya Rahmadani Roslizawaty - Roslizawaty Roslizawaty Rosmen Safrina Safrina Said Ali Akbar SALAMUN PASDA Saleh, Muh. Saleh Saminan Saminan Samsinar Sandro Louise Oliveirra Selma Fajic Sepyanda, Marsika Sitti Asmi Sri Dahniar Suarni. S Sudarmanto, Yohanes Sugito - Sugito Sugito Supriadi Susanto, Maghfirah Susi Diana Syafei, Isop Syahrial Syahrial Syamsu Rijal Syinta Ramadhani T. Fadrial Karmil Teuku Armansyah Thamrin Tahir Triva Murtina Lubis Tuti Erawati Tuti Supatminingsih Ujang Tri Cahyono Wahyu Widya Anugra Winda Winda Yosalfa Adhista Kurniawan Yudha Bhaskara Yudha Fahrimal Yuniarti Maretha Pasaribu Yusrizal Yusrizal Zaehol Fatah Zuhrawaty NA Zulham Ghinafikar