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All Journal Journal Of Management Science (JMAS) International Journal of Business, Law, and Education International Journal of Applied Finance and Business Studies Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi
Evelyna, Feby
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Journal : International Journal of Business, Law, and Education

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The Nexus Between Data-Driven Decision-Making, Market Responsiveness, and Strategic Alliances in Boosting Business Growth of Start-Up Companies Lisbet, Zeanette T; Al Faroqi, Fachmi; Evelyna, Feby; Prihadi, Donny Juliandri
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.890

Abstract

This study explores the nexus between data-driven decision-making, market responsiveness, and strategic alliances in fostering business growth among start-up companies. Utilizing a quantitative research design, data were collected through surveys distributed to start-up firms, resulting in a sample that highlights the relationships among key constructs. The analysis, conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that data-driven decision-making significantly influences business growth, with market responsiveness acting as a mediator and strategic alliances serving as a moderator in this relationship. The findings underscore the importance of leveraging data analytics to enhance responsiveness to market dynamics and establishing strategic partnerships to optimize growth outcomes. This research provides actionable insights for start-ups aiming to navigate competitive environments and drive sustainable growth.
The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention Wahyudi, Muhammad Aria; Rahmadhani, May Vitha; Mu'is, Ahmad; Evelyna, Feby
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i1.1108

Abstract

This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors.
Co-Authors Al Faroqi, Fachmi Aris Susetyo Donny Juliandri Prihadi Eka, Armand Putu Mu'is, Ahmad Muhammad Aria Wahyudi Nilnal Muna Rahmadhani, May Vitha Saputra, Sapdho Agil Saputro, Alestantuno Panji Siti Nur Azizah, Siti Nur Suparti Suparti Trifiyanto, Kabul Zeanette Tiarma Lisbet