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All Journal Jurnal Siasat Bisnis Jurnal Entrepreneur dan Entrepreneurship (JEE) Jurnal Proaksi International Journal of Economics, Business and Accounting Research (IJEBAR) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat
Erwin Parega
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Public Health Social Sciences Other

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Customer Engagement Usaha Kuliner; Kontribusi Marketing Content dan Efek Viral Marketing Campaigns Erwin Erwin; Yuyun Karystin Meilisa Suade; Cindy Yoel Tanesia; Salmah Sharon; Maichal Maichal
INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia Vol. 6 No. 3 (2023): INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia
Publisher : Forum Inovasi Bisnis dan Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (331.41 KB) | DOI: 10.31842/jurnalinobis.v6i3.285

Abstract

Usaha mikro yang bergerak di bidang kuliner saat ini telah banyak bermunculan, eksistensinya seiring dengan tren perkembangan digitalisasi termasuk dalam promosi maupun proses penjualan produk. Media sosial menjadi saluran yang banyak diminati khususnya pelaku usaha kuliner dalam mengembangkan usahanya. Adapun tujuan pada penelitian ini yaitu menganalisis kontribusi marketing content dan efek penggunaan viral marketing campaigns dalam meningkatkan customer engagement usaha kuliner. Penelitian ini menggunakan responden sebanyak 156 pelaku usaha mikro yang bergerak di bidang kuliner dan saat ini memperhatikan marketing content dalam memasarkan produknya dan memanfaatkan viral marketing campaigns dalam media sosial mereka. Pengumpulan data menggunakan kuesioner berbasis skala Likert dengan 5 skala. Data yang diperoleh dianalisis dengan menggunakan Partial Least Square–Structural Equation Model (PLS-SEM) dan proses data menggunakan WarpPLS Versi 8.0. Hasil penelitian ini menunjukkan adanya pengaruh positif dan signifikan dari penggunaan marketing content dan viral marketing campaigns terhadap customer egagement usaha kuliner, namun viral marketing campaigns tidak dapat berkontribusi pada marketing content yang digunakan oleh usaha kuliner untuk meningkatkan customer engagement.
IMAGE SOCIAL MEDIA UMKM KOTA MAKASSAR; PENTINGNYA DALAM MENINGKATKAN KEPUTUSAN PEMBELIAN PRODUK Steven Christian Chandra; Vanessa Chandra; Michelle Thalia Sawitto; Erwin Erwin
Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Vol 6, No 2 (2022): Jurnal JUMBO Vol 6 No 2
Publisher : Pascasarjana Universitas Halu Oleo

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (410.327 KB) | DOI: 10.33772/jumbo.v6i2.27257

Abstract

Riset ini bertujuan untuk menganalisis dampak social media marketing pada UMKM di Kota Makassar. Dalam hal ini pentingnya penerapan social media marketing dalam meningkatkan keputusan pembelian produk.  Penelitian ini menggunakan metode kuantitatif dengan pengolahan data primer yang diperoleh langsung dari hasil kuesioner (menggunakan skala likert/5 skala) yang dibagikan kepada responden yang memenuhi syarat sesuai dengan purposive sampling dengan ketentuan responden yang pernah berbelanja di UMKM yang ada di Kota Makassar melalui perantara media sosial. Adapun responden pada penelitian ini sebanyak 302 orang. Data yang diperoleh dianalisis menggunakan Partial Least Square Structural Equation Model (PLS SEM) dengan pengolahan data menggunakan WarpPls version 8.  Hasil penelitian menunjukan bahwa social media marketing memberikan pengaruh negatif terhadap keputusan pembelian produk UMKM secara langsung, akan tetapi dapat memberikan pengaruh positif dan signifikan terhadap keputusan pembelian melalui mediasi brand image, hal ini karena segala aktivitas yang dilakukan pada social media pada dasarnya untuk memberikan image yang yang diinginkan kepada produk dan selanjutnya akan memberikan kontribusi yang baik pada pembelian produk tersebut.
SOCIAL MEDIA MARKETING TRENDS: INFLUENCERS' ACCOUNTS FOR SMES PRODUCT MARKETING Erwin Erwin; Elia Ardyan; Sinar Dharmayana Putra
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.6160

Abstract

The existence of influencers' accounts on social media is utilized in public relations initiatives to position business products so that they can contribute to marketing performance. Therefore, this study aims to analyze the effect of using influencers’ accounts on marketing performance for SMEs actors. The participants were 226 SMEs actors using social media who were collected using a questionnaire and the scale used was the Likert Scale (5 Scale). The data obtained were analyzed using Partial Least Square Structural Equation Model (PLS-SEM) and processed using WarpPLS Version 8.0. Based on the results gained; it is recommended that the use of influencers’ accounts on social media has a significant positive influence on the marketing performance of SMEs. The influencers could directly trigger good marketing performance and the use of influencers mediated by product positioning customized with certain types of products could also have a significant positive influence on the marketing performance of SMEs.
INFLUENCER CONTRIBUTIONS; DOES IT AFFECT MARKETING CONTENT FOR MSMEs’ CUSTOMER ENGAGEMENT? Erwin Erwin; Cipta Canggih Perdana; Yuyun Karystin Meilisa Suade
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 7, No 2 (2023): IJEBAR, VOL. 07 ISSUE 02, JUNE 2023
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v7i2.8910

Abstract

The primary activity for businesses on social media is the creation of content, including both persuasive and informative content. Influencers are also thought to exist because they aid in the distribution of content related to commercial actors' products. This study examines the role of content marketing and influencers in boosting MSMEs' social media customer engagement. The respondents in this study were 234 MSME actors who were users of social media. The data was collected using a questionnaire with a Likert Scale (5 Scale). The acquired data was analyzed using the Partial Least Square Structural Equation Model (PLS-SEM) and then processed using WarpPLS Version 8.0. Based on the data analysis findings, it was discovered that the social media influencers and both informative and persuasive content directly had a positive and significant influence on MSME customer engagement, but that influencers were unable to adequately contribute to the influence of marketing content on customer engagement. In marketing materials created by the MSME actors, the influencers may be used separately. The influencers had their own goals in order to increase client interaction for MSMEs on social media.
Assessing the Role of Financial Self-Efficacy to Enhance Financial Well-Being among University Students in Western Java Land, Indonesia Yuyun Karystin Meilisa Suade; Powell Gian Hartono; Erwin Erwin; Monalisa Monalisa; St Salmah Sharon
Jurnal Proaksi Vol. 11 No. 3 (2024): Juli - September
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jpk.v11i3.6245

Abstract

Keyakinan diri untuk mengelola keuangan pribadi adalah penting untuk membentuk perilaku keuangan guna mencapai kesejahteraan finansial di masa depan. Oleh sebab itu, penelitian ini menguji pengaruh financial self-efficacy terhadap financial well-being. Subjek penelitian adalah mahasiswa yang berdomisili di provinsi Banten, DKI Jakarta dan Jawa Barat. Penelitian ini menggunakan desain kuantitatif dengan sampel 124 responden terpilih. Data dianalisis menggunakan Structural Equation Modelling – Partial Least Square (SEM-PLS) dengan SMARTPLS Versi 3. Lebih lanjut, sub-sampel Robustness Check dilakukan dengan membagi kelompok sampel yang terdiri atas Kelompok Mahasiswa Banten dan DKI Jakarta dan Kelompok Mahasiswa Jawa Barat. Temuan menunjukkan bahwa Financial Self-Efficacy berpengaruh positif terhadap Financial Well-Being. Kemudian, hasil sub-sampel Robustness Check menunjukkan hasil yang konsisten antara sampel utama, dan kedua kelompok uji Robust. Temuan ini menunjukkan perlunya universitas di Banten, DKI Jakarta, dan Jawa Barat mengembangkan program edukasi keuangan untuk meningkatkan financial self-efficacy mahasiswa. Lembaga keuangan dan pembuat kebijakan juga dapat bekerja sama dengan universitas untuk menyediakan sumber daya guna meningkatkan kesejahteraan finansial mahasiswa.
“I Want to be an Entrepreneur”: The Important Role of Effectiveness of Entrepreneurship Education and Internal Locus of Control Ardyan, Elia; Ivan, Johanes; Parega, Erwin; Suade, Yuyun K. M.; Hutapea, Dina Martha; Susanti, Ari
Jurnal Entrepreneur dan Entrepreneurship Vol. 10 No. 2 (2021): Jurnal Entrepreneur dan Entrepreneurship
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v10i1.1867

Abstract

This study examines the effectiveness of entrepreneurship education, entrepreneurial social support, and internal locus of control in increasing entrepreneurial intention. This research was conducted at S1 Management students at Ciputra University Surabaya (class of 2016). The total number of respondents in this study was 92 students. The analysis used is partial least square structural equation modeling (SEM-PLS). Data were processed using WarlPls version 7. The results of this study indicate that entrepreneurial social support and the effectiveness of entrepreneurship education can improve internal locus of control. High internal locus of control will have an impact on student's intention to become entrepreneurs as their career choices. Other results also show that the effectiveness of entrepreneurship education is an important part of increasing entrepreneurial intention compared to entrepreneurial social support factors.
SWIPE UP TO GLOWING : STRATEGI JITU MARKETING CONTENT DAN INFLUENCER MARKETING DALAM MERAIH MINAT BELI KONSUMEN SKINCARE DI MEDIA SOSIAL Wulandari, Reni; Arnold, Jessica Adela Anastasya; Couwandy, Michelle; Niodilt, Muh. Sultan Amin Kevin Sariputra; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5804

Abstract

The development of the skincare industry is currently increasingly rampant and has become a consumer need for consumers in maintaining their skin health. Its existence in the marketing world is currently trending because it follows the rapid development of digitalization by using social media as a medium to develop effective digital marketing. The purpose of this study is to analyze the influence of the contribution of Marketing Content and the effect of using Influencer Marketing in increasing consumer Buying Interest in skincare businesses on social media. This study used 250 respondents of skincare users in the city of Makassar, both women and men, by considering several deeper criteria related to Marketing Content in marketing skincare products and utilizing Influencer Marketing in marketing on social media. Data collection used a questionnaire based on a Likert scale with 5 scales. The data obtained were analyzed using the Partial Least Square–Structural Equation Model (PLS-SEM) and the data processing process used SmartPLS version 4. The results of this study indicate a positive and significant influence of the use of Marketing Content and Influencer Marketing on consumer Buying Interest in skincare on social media with target consumers in the city of Makassar. It can be stated that Marketing Content can contribute well to Influencer Marketing used by skincare businesses to increase consumer relationships and Buying Interest in the community towards skincare on social media.
Z-SHOPPING FEVER : MENGUPAS PENGARUH MAGIS LIVE STREAMING TIKTOK TERHADAP PUSCHASE INTENTION PRODUK FASHION YANG DIPERKUAT OLEH CUSTOMER ENGAGEMENT Triad, Gefael; Chandra, Kenneth; Arfandy, Reynard Aaron; Laurens, Farrel; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5881

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh magis live streaming TikTok terhadap purchase intention produk fashion di kalangan Generasi Z (Gen-Z), dengan customer engagement sebagai variabel mediator. Live streaming dipilih sebagai objek penelitian karena kemampuannya menciptakan pengalaman belanja interaktif, personal, dan autentik, yang sesuai dengan preferensi Gen-Z. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM) yang diproses menggunakan WarpPLS Versi 8.0. Data dikumpulkan melalui kuesioner (Skala Likert 5) yang disebarkan kepada 208 responden Gen-Z di Indonesia yang aktif menggunakan TikTok dan pernah menonton live streaming produk fashion. Hasil penelitian menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap purchase intention baik secara langsung maupun melalui mediasi dari customer engagement. Customer engagement terbukti menjadi mediator dengan kategori mediasi parsial komplementer. Temuan ini mengindikasikan bahwa interaktivitas, keaslian konten, dan fitur real-time dalam live streaming tidak hanya langsung meningkatkan minat beli, tetapi juga memperkuat keterlibatan emosional dan kognitif konsumen, yang pada akhirnya mendorong purchase intention. Penelitian ini memberikan kontribusi praktis bagi pelaku bisnis fashion dengan menekankan pentingnya mengoptimalkan strategi live streaming. Secara akademis, penelitian ini memperkaya literatur mengenai dampak live streaming dan customer engagement dalam konteks pemasaran digital, khususnya bagi Gen-Z.
SEEING IS BELIEVING, CLICKING IS BUYING : STUDI TENTANG PENGARUH ADVERTISING VALUE, HEDONIC SHOPPING MOTIVES DAN CUSTOMER TRUST TERHADAP IMPULSIVE BUYING PRODUK SKINCARE DI MEDIA SOSIAL INSTAGRAM Chandra, Francesco; Ishak, Chelsea Eileena; Liamri, Michelle; Sentosa, Angeline Narinda Thesalyoni Allena; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5883

Abstract

Di era digital seperti saat ini, media sosial seperti Instagram telah bertransformasi menjadi salah satu platform utama dalam strategi pemasaran produk skincare, seiring dengan meningkatnya penetrasi internet di Indonesia. Dengan 77% konsumen secara rutin membeli produk skincare, pendekatan pemasaran digital menunjukkan potensi yang signifikan dalam memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk mengkaji pengaruh advertising value, hedonic shopping motives, dan customer trust terhadap perilaku pembelian impulsif pada iklan produk skincare di media sosial. Responden penelitian sebanyak 184 mahasiswa STIE Ciputra Makassar yang aktif menggunakan Instagram dan pernah melakukan pembelian impulsif produk skincare. Data diperoleh melalui penyebaran kuesioner yang disusun dengan skala likert dan dianalisis menggunakan metode Partial Least Square Structural Equation Model (PLS-SEM) dan diolah dengan WarpPLS Versi 8.0. Temuan penelitian ini mengungkapkan bahwa nilai iklan dan motivasi belanja yang bersifat hedonis memiliki kontribusi penting dalam mendorong perilaku impulsif konsumen. Sementara itu, tingkat kepercayaan terhadap brand tampaknya belum memberikan dorongan berarti terhadap kecenderungan tersebut. Hasil ini menambah wawasan strategis bagi para pelaku usaha dalam mengembangkan konten pemasaran yang mampu merangsang minat dan respons emosional audiens secara lebih efektif.
DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Monalisa, Monalisa; Triany, Novika Ayu
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5895

Abstract

Tourism in South Sulawesi holds significant potential, yet Micro, Small, and Medium Enterprises (MSMEs) within the sector frequently encounter challenges in expanding market reach and enhancing competitiveness. This study investigates the contributions of live streaming, viral marketing, and local community co-creation to the competitiveness of tourism MSMEs. This descriptive quantitative study involved 162 tourism MSME actors in South Sulawesi who actively utilize social media, have engaged in live streaming, leveraged viral moments for promotion, and collaborated with local communities. Data were collected via a 5-point Likert scale questionnaire and subsequently analyzed using PLS-SEM, processed with WarpPLS Version 8.0. The findings indicate that while live streaming does not directly enhance MSME competitiveness, it exerts a robust and positive influence on local community co-creation. Conversely, viral marketing demonstrably and significantly impacts both MSME competitiveness and local community co-creation. Most notably, local community co-creation directly and highly effectively boosts MSME competitiveness, also serving as a crucial mediator that transforms the effects of both live streaming and viral marketing into substantial gains in MSME competitiveness. These findings underscore the pivotal role of co-creation in converting the impact of digital marketing into a distinct competitive advantage.
Co-Authors Abdullah Sanusi, Abdullah Arfandy, Reynard Aaron Ari Susanti Arnold, Jessica Adela Anastasya Aurora, Sharleen Angelica Wijaya Valerie Axelito, Denny Eka Cantika, Diva Chandra, Fernando Laurence Chandra, Francesco Chandra, Kenneth Cindy Yoel Tanesia Cipta C. Perdana Couwandy, Michelle Darmawan, Vincent Adelwin Dina Martha Hutapea Elia Ardyan Evarianto, Jason Frederick Haeruddin, Anastasya Putri Hamdani, Felicia Haris Maupa Hartanto, Denis Ishak, Chelsea Eileena Ivan, Johanes Jilbert, Julius Joesran, Jessenia Odelia Laurens, Farrel Liamri, Michelle Lionary, Krisna Dharmawan Maichal Maichal Michelle Thalia Sawitto Monalisa Monalisa Monalisa Monalisa Monalisa Monalisa Niodilt, Muh. Sultan Amin Kevin Sariputra Oendy, Austin Setyawan Poaler, Amelya Powell Gian Hartono Putra, Sinar Dharmayana Reni Wulandari Sentosa, Angeline Narinda Thesalyoni Allena Shadiq, Muhammad Aththur Sinar Dharmayana Putra St Salmah Sharon St Salmah Sharon Steven Christian Chandra Suade, Yuyun K. M. Suade, Yuyun Karystin Meilisa Thios, Tommy Tjan, Tjan Tjioe, Gabrielle Triad, Gefael Triady, Gefael Triany, Novika Ayu Trisnawijaya, Muhammad Sa`ad Tunggala, Karenina Vanessa Chandra Wiasal, Jenifer Mariana Wijaya, Brigitta Maggie Wijaya, Winy Aurellia Widhyadari Yonardi, Evi Jayanti Yuyun Karysitin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade