Article Per Year (5 Year)
p-Index From 2020 - 2025
0.444
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This Author published in this journals
All Journal International Journal of Business Studies Startupreneur Business Digital (SABDA Journal)
Liza Agustina Maureen Nelloh
Pelita Harapan University, Surabaya - Indonesia
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Role of Government Support and User Innovativeness to Entrepreneurs (Case study of SME’s in Depok, Indonesia) Pratama, Sasotya; Afriza, Eka Sri Dana; Nelloh, Liza Agustina Maureen
International Journal of Business Studies Vol 4 No 2 (2020): International Journal of Business Studies (IJBS)
Publisher : Sekolah Tinggi Manajemen IPMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32924/ijbs.v4i2.149

Abstract

This study aims to examine the influence of external and internal factors, in this case government support and owner-manager innovation, on the attitude of owner-managers of MSMEs towards FINTECH. This study uses the Structural Equation Modeling - Partial Least Square approach using SmartPLS version 3.2.4 to examine the research hypotheses. The respondents of this study were 64 MSME owner-managers in Depok, West Java. The study indicates that government support and owner-manager innovation have a significant and positive influence on their attitudes towards FINTECH. The imperative results of this study recommend FINTECH business owners to support government activities in inspiring and motivating MSME business owners in Depok to continue developing personal creativities that represent the innovations of each owner-manager of MSME.
Leveraging Influencer Marketing in Higher Education: Key Roles, Sectors, Platforms, and Influencer Types for Institutional Branding Pratama, Sasotya; Nelloh, Liza Agustina Maureen
Startupreneur Business Digital (SABDA Journal) Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)
Publisher : Pandawan Sejahtera Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33050/sabda.v4i2.847

Abstract

The concept and strategies of Influencers marketing are often for tangible product or digital products over the years. However, the implementation of influencer marketing within service, especially the Higher Education (HE) sector remains underexplored, despite its success in other industries such as beauty, fashion, and e-commerce. This study aims to bridge the research gap by investigating the key roles, sectors, platforms, and types of influencers suitable for HE institutions. The objectives include identifying the roles of influencers in shaping perceptions and decision-making processes, determining the most effective sectors and platforms for influencer marketing in HE, and exploring the types of influencers best suited for promoting HE institutions. Findings indicate that credibility, trustworthiness, engagement, and social proof are critical influencer roles. The most relevant sectors are fashion, e-commerce, and health, while Instagram, TikTok, and YouTube emerge as the dominant platforms. Virtual influencers, micro-influencers, and niche influencers are identified as the most effective for HE campaigns. These insights provide actionable recommenda- tions for HE institutions to strategically adopt influencer marketing, enhancing engagement with prospective students and strengthening institutional branding.
Co-Authors Afriza, Eka Sri Dana Pratama, Sasotya Pratama, Sasotya