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All Journal Jurnal Ilmiah Kesatuan (JIK) Jurnal Ilmiah Ranggagading (JIR) Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Pariwisata Kesatuan Jurnal Abdimas Dedikasi Kesatuan Jurnal Aplikasi Bisnis Kesatuan Jurnal Informatika Kesatuan
Adil Fadillah
STIE Kesatuan
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Public Health Social Sciences Other

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Journal : Indonesian Journal of Business and Entrepreneurship (IJBE)

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Digital Entrepreneurship on Purchase Decisions: Analysis of Content-Based Business, Online Store, and Business Matchmaking Mulyana, Mumuh; Rainanto, Bambang Hengky; Sulistiono, Sulistiono; Fadillah, Adil; Said, Jamaliah
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 1 (2025): IJBE, Vol. 11 No. 1, January 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.1.29

Abstract

Backgrounds: The advancement of technology has significantly impacted various sectors, including food and beverage (F&B) companies. Previously, trading, shopping, and promotion activities were conducted directly, but now these activities are primarily online. Consequently, F&B owners need distinctive characteristics and effective use of digital media to stay competitive.Purpose: This study aims to determine the influence of digital entrepreneurship on purchase decisions within F&B companies in West Java, Indonesia.Design/methodology/approach: A quantitative research method was employed, surveying 100 respondents from F&B consumers using purposive sampling. Data were collected through a structured questionnaire and analyzed with Structural Equation Modeling (SEM) using SmartPLS v.4.0, including validity and reliability tests.Findings/Results: The study found a significant impact of digital entrepreneurship on purchase decisions. Positive influences were noted in content-based business, community-based business, matchmaking business, and promotion. However, the online store variable showed a positive but statistically insignificant effect.Conclusion: The results underscore the importance for F&B proprietors to strategically integrate digital entrepreneurship elements to enhance and optimize purchase decision dynamics.Originality/value (State of the art): This research highlights the growing significance of digital entrepreneurship in the F&B sector, offering insights into how various digital strategies influence consumer purchasing behavior, which is crucial for adapting to the evolving market landscape. Keywords: digital entrepreneurship, social media, digital marketing strategies, promotional content, purchase decisions.
Co-Authors A.A. Ketut Agung Cahyawan W Apriany, Ade Bintang Sahala Marpaung Budi Setiawan Dina, Hani Maulida Rangga Elsiana, Elsiana Erliyantina, Mutiara Fauzani M, M Zulfi Gen Gen Gendalasari Iriyadi Iriyadi Koyum, Koyum Larasati, Dhiya Riska Lisa Charisa Maryana, Hesti Meinar, Ratna Mekaniwati, Ani Mulyana, Muhamad Mumuh Mulyana Permana, Yudi Purnama, Denta Rainanto, Bambang Hengky Rini Syarif Said, Jamaliah Saputri, Eka Nur Sari, Ervina Indria Septiani, Murti Stefani, Stefani Sulastri, Nurfadillah Sulistiono Sultonia, Siti Supardi, Frans Tania Hanyani Tantonio, Michael Claudius Tarwiyah, Reza Fitria Tifani, Novia Wijaya, Titus Haryanto Zulkarnain, Pingky Dezar