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Exploring the Driving Factors and Impact of Business Satisfaction and Social Media Marketing on Virtual Tourism Product Adoption: A Case Study of MSME Members in Indonesia Agiv Alfan Khakim; Zunan Setiawan
IECON: International Economics and Business Conference Vol. 2 No. 1 (2024): International Conference on Economics and Business (IECON-2)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/vrtt1t47

Adoption of virtual tourism products is a transformational opportunity for Micro, Small and Medium Enterprises (MSMEs) to increase their competitiveness and market presence. This study, Exploring the Drivers and Impact of Business Satisfaction and Social Media Marketing on the Adoption of Virtual Tourism Products: A Case Study of MSME Members in Indonesia, analyzes the determinants of virtual tourism technology adoption by MSMEs. Using the UTAUT theoretical framework, this research evaluates effort expectancy (ease of use), performance expectancy (expected benefits), MSME satisfaction, and adoption intention. Results from 317 MSME respondents were analyzed using PLS-SEM 4.0. The study found that MSME satisfaction is a key factor in determining adoption intentions, influenced by information access, uncertainty reduction, and competitor analysis. Meanwhile, effort expectancy and performance expectancy do not directly predict intentions, but are important in forming initial perceptions. Social media marketing also acts as an additional driver that increases the visibility of virtual products. This research provides strategic insights for MSMEs to utilize immersive technology, highlighting the importance of user-friendly products and comprehensive support systems. With the increasing adoption of virtual technology in Indonesia's tourism sector, these findings provide a roadmap for MSMEs to utilize innovation effectively.

The Impact of Entrepreneurial Personality and Orientation on SME Innovation in Indonesia: The Role of Centralized Decision-Making, Communication, and Collaboration Helvyn Angelika; Zunan Setiawan
IECON: International Economics and Business Conference Vol. 2 No. 1 (2024): International Conference on Economics and Business (IECON-2)
Publisher : www.amertainstitute.com

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65246/d01aek22

This study develops a framework that highlights the individual and collective dimensions of entrepreneurship, emphasizing their combined impact on innovation and performance in small and medium-sized enterprises (SMEs). Using structural equation modeling (SEM) with PLS-SEM 4.0, data from 327 entrepreneurs across major Indonesian cities validate the model’s effectiveness. The research demonstrates that entrepreneurial traits directly foster innovation, underscoring the importance of personal drive and vision. While centralized decision-making correlates with innovation, it significantly impacts communication and collaboration, revealing the complex dynamics between leadership and teamwork in driving innovation. Team communication and collaboration also play crucial roles in enhancing entrepreneurial orientation and collective entrepreneurship, both of which directly improve innovation and business performance. The findings advocate for SMEs to adopt decentralized decision-making and participatory leadership styles to foster innovation. A collaborative, communicative work environment is essential for driving innovation, improving operations, and maintaining competitiveness in a dynamic business landscape. This study provides valuable insights into how individual and collective entrepreneurial efforts shape innovation and performance. It offers practical guidance for entrepreneurs, policymakers, and researchers seeking to strengthen the SME sector through strategies that prioritize innovation and teamwork.

Pengaruh Iklan Media Sosial, Electronic Word of Mouth dan Citra Merek Terhadap Keputusan Pembelian Smartphone Oppo: Studi Kasus pada Pengguna Smartphone OPPO di Yogyakarta Atikah; Fitroh Adhilla; Zunan Setiawan
Economic Reviews Journal Vol. 4 No. 2 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i2.698

The increasing functionality of smartphones during the Covid-19 pandemic has driven higher production to meet the growing demand for online activities. This study examines the influence of social media advertising, electronic word of mouth (eWOM), and brand image on purchasing decisions for OPPO smartphones in Yogyakarta. Using a quantitative approach, the study involved 150 respondents, with validity and reliability tests conducted using r-table and Cronbach’s Alpha (α > 0.60). Hypothesis testing was performed using multiple linear regression analysis, including the F-test for simultaneous influence, the t-test for partial influence, and the coefficient of determination (R²) to assess the variation in the dependent variable. The results show that social media advertising, eWOM, and brand image significantly influence purchasing decisions. Social media advertising (X1) has a positive effect with a regression coefficient of 0.509, eWOM (X2) has the strongest influence with 0.578, and brand image (X3) has a positive impact with 0.430. The F-test results indicate a significant simultaneous influence, with an R² value of 0.523, meaning that 52.3% of purchasing decisions are explained by these three variables, while the remaining 47.7% is influenced by other factors not examined in this study.

Analisis Strategi Promosi Media Sosial Terhadap Keputusan Mahasiswa dalam Memilih Institusi Pendidikan Tinggi Eka Hendrayani; Rudy Irwansyah; Hadiansyah Ma'sum; Olivia Tahalele; Zunan Setiawan
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 7 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i7.4304

Social media promotion strategies have become an important foundation for young people in making college decisions. Education is the main pillar in community development. However, with increasing competition between universities, both state and private, new challenges have emerged. Universities must continue to improve their quality in order to remain relevant and competitive in the increasingly tight education market. This study aims to determine the effect of social media promotion strategy analysis on students' decisions in choosing higher education institutions. The research method used in this study is a quantitative descriptive method. The study was conducted at 5 universities in Indonesia with a student population of 100 respondents. The results of this study found that social media promotion strategies on students' decisions in choosing higher education institutions.

Analisis Strategi Promosi Media Sosial Terhadap Keputusan Mahasiswa dalam Memilih Institusi Pendidikan Tinggi Eka Hendrayani; Rudy Irwansyah; Hadiansyah Ma'sum; Olivia Tahalele; Zunan Setiawan
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 7 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i7.4304

Social media promotion strategies have become an important foundation for young people in making college decisions. Education is the main pillar in community development. However, with increasing competition between universities, both state and private, new challenges have emerged. Universities must continue to improve their quality in order to remain relevant and competitive in the increasingly tight education market. This study aims to determine the effect of social media promotion strategy analysis on students' decisions in choosing higher education institutions. The research method used in this study is a quantitative descriptive method. The study was conducted at 5 universities in Indonesia with a student population of 100 respondents. The results of this study found that social media promotion strategies on students' decisions in choosing higher education institutions.

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