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All Journal Jurnal Siasat Bisnis Jurnal Mirai Management SEIKO : Journal of Management & Business Jurnal Entrepreneur dan Entrepreneurship (JEE) Jurnal Proaksi International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies AMMA : Jurnal Pengabdian Masyarakat Komunita: Jurnal Pengabdian dan Pemberdayaan Masyarakat West Science Social and Humanities Studies Indonesian Journal of Education (INJOE)
Erwin Parega
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Nursing Public Health Social Sciences Other

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ANALYZING DIGITAL MARKETING, GREEN MARKETING, NETWORKING AND PRODUCT INNOVATION ON SUSTAINABILITY BUSINESS PERFORMANCE, SILK CLUSTER IN POLEWALI-MANDAR, WEST SULAWESI Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Poernomo, Winarto
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 5, No 3 (2021): IJEBAR : Vol. 05, Issue 03, September 2021
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v5i3.3048

Abstract

This study aims to find out the influence of Digital Marketing, Green Marketing, Networking and Product Innovation on the Sustainability Business Performance of the Silk Cluster in Polewali Mandar, West Sulawesi. With the number of respondents as many as 30 silk business people, both weaving and just steaming the woven products. The instrument in the questionnaire is measured using a Likert scale (5 scales), while the variables are 1) Independent Variables consisting of Digital Marketing, Green Marketing, Networking, Product Innovation, 2) Dependent Variable is Sustainability Business Performance. The analysis used in this study is the Partial Least Square Structural Equation Model (PLS SEM). The results show that only Product Innovation has a positive and significant effect on Sustainability Business Performance (β= 0.328; =0.022), while Digital Marketing has a positive but not significant effect (β= 0.025; =0.445), for Networking it has a positive effect. Negative but not significant (β= -0.030; =0.434) and Green Marketing actually has a negative and significant effect on Sustainability Business Performance (β= -0.277; =0.046). Keywords: Digital Marketing, Green Marketing, Networking, Product Innovation, Sustainability Business Performance
Pengaruh Leverage dan Collateralizable Assets Terhadap Kebijakan Dividen Pada Perusahaan Manufaktur di Bursa Efek Indonesia Yuyun Karystin Meilisa Suade; Cindy Yoel Tanesia; Erwin Erwin; Karta Negara Salam
Jurnal Mirai Management Vol 6, No 2 (2021)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v6i2.1448

Abstract

Penelitian ini bertujuan untuk menguji pengaruh leverage dan collateralizable assets terhadap kebijakan dividen pada perusahaan manufaktur yang terdaftar di Bursa Efek Indonesia. Agency theory digunakan sebagai landasan teori dalam pengembangan hipotesis. Populasi dalam penelitian ini adalah perusahaan manufaktur yang terdaftar di Bursa Efek Indonesia periode 2017-2020. Teknik sampling yang digunakan adalah metode purposive sampling. Teknik analisis yang digunakan adalah regresi berganda dengan persamaan kuadrat terkecil. Tingkat signifikansi yang digunakan untuk menguji pengaruh secara simultan maupun parsial adalah sebesar 5%. Hasil penelitian secara parsial menunjukkan bahwa variabel leverage dan collateralizable assets berpengaruh positif signifikan tehadap kebijakan dividen. Hasil uji F menunjukkan bahwa variabel-variabel yang digunakan dalam penelitian ini secara simulatan berpengaruh signifikan terhadap variabel dependen.
The Effect of Reach, Amount Spent, and Frequency on The Number of Clicks on Advertisements Posted in Social Media Platorm of Instagram and Facebook Winarto Poernomo; Erwin Erwin; Yuyun Karystin Meilisa Suade; Cicilia Dewi
Jurnal Mirai Management Vol 7, No 3 (2022)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v7i3.2808

Abstract

Abstract This study examines the impact of social media advertising reach, amount spent, frequency and number of clicks, an empirical study: STIE Ciputra Makassar. The research method used is descriptive and quantitative and uses information from the marketing database. Data analysis with SPSS software using classical hypothesis method and multiple linear regression test. On the based results of the particular study, could be taken conclusion that the number of reach of advertising content, the amount of funds spent on advertising during a period, and the number of our advertisements that people see on social networks have a large influence on the number of clicks which contribute to number of people who visit landing pages as a result of published advertisements. Based on the research, 68.1% is influenced by the three variables being used in this study, and the remaining 31.9% under the influence of other variables that are not being used in this particular study. Keywords: Number of Clicks, Social Media Marketing, Digital Marketing, Digital Advertising.
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.
Pengembangan Pendidikan Kewirausahaan di Universitas Muhammadiyah Sidenreng-Rappang: Pendekatan Teori Efektuasi dan Business Model Canvas Elia Ardyan; Maichal Maichal; Erwin; Cindy Yoel Tanesia; Natali Ika Widjaya; Yuyun Karystin Meilisa Suade; Tony Antonio
AMMA : Jurnal Pengabdian Masyarakat Vol. 2 No. 1 (2023): AMMA : Jurnal Pengabdian Masyarakat
Publisher : CV. Multi Kreasi Media

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this community service is to teach basic planning in entrepreneurship education through effectuation theory and the business model canvas (BMC). The dedication partner is Muhammadiyah Sidenreng-Rappang University. The participants were 18 lecturers and 32 students from Muhammadiyah Sidenreng-Rappang University. The theme of developing entrepreneurship education is where the focus of discussion is effectuation theory and the business model canvas. The result of this dedication is that students are able to apply effectuation theory and the business model canvas as part of their business planning. There are 8 groups that have a business model canvas planning. Activities are carried out by means of material presentation, discussion, mentoring, and competition. The results of this dedication significantly impacted the participants, who were enthusiastic about participating in the 3-day training. Participants also have unique ideas that can be implemented
Effects of Virality: Culinary MSME Brand Orientation in Using Social Media Influencers Sinar Dharmayana Putra; Erwin Erwin
Jurnal Mirai Management Vol 8, No 2 (2023)
Publisher : STIE AMKOP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/mirai.v8i2.5517

Abstract

In this study, marketing techniques for MSMEs are examined, including the usage of influencers to support product brands. However, whether or not viral content is contentious, it will undoubtedly have an impact on MSMEs. The goal of this study was to ascertain the influence of virality, band orientation, and influencers on MSME product brands and how they affect these items. The results of this study indicate that the use of influencers as a marketing strategy can provide significant benefits for culinary MSMEs. Influencers can create virality that increases brand awareness, consumer perceptions regarding brand quality, brand preferences, and consumer purchase intentions. Therefore, culinary MSMEs can take advantage of the potential of influencers and virality as an effective way to increase their marketing success and business growth. This study uses a questionnaire as a research instrument with a Likert scale (5 scales). Respondents to this study were 115 culinary MSME actors who used social media in running their business. The findings of this study suggest that culinary MSMEs can profit significantly from using influencers as a marketing approach. Influencers can encourage virality, which raises consumer perceptions of brand quality, preferences for brands, and buy intentions. As a result, culinary MSMEs can effectively boost their marketing success and company growth by using the potential of influencers and virality. Keywords: Virality, MSME, Brand Orientation, Influencer
Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital Moh Gifari Sono; Erwin Erwin; Muhamad Ammar Muhtadi
Jurnal Ekonomi dan Kewirausahaan West Science Vol 1 No 04 (2023): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v1i04.712

Abstract

Strategi pemasaran digital memainkan peran penting dalam membentuk kesuksesan wirausaha dalam lanskap dinamis era digital. Penelitian ini menggunakan analisis bibliometrik untuk mengeksplorasi dan mensintesis literatur yang ada secara sistematis tentang strategi pemasaran digital dan kesuksesan wirausaha. Beragam basis data Scopus digunakan untuk mengumpulkan kumpulan data komprehensif dari artikel-artikel yang telah diulas oleh rekan sejawat yang diterbitkan antara tahun 1993 dan 2023. Analisis ini mencakup statistik deskriptif, jaringan kepenulisan bersama, pola kutipan, dan kemunculan bersama kata kunci, dengan penekanan khusus pada persimpangan antara pemasaran digital dan kesuksesan wirausaha. Temuan utama meliputi penulis terkemuka dan karya-karya mereka yang berpengaruh, kelompok tematik, dan distribusi istilah dalam literatur. Tema-tema penting yang dieksplorasi meliputi kewirausahaan digital, ekonomi digital, pendidikan kewirausahaan, dan dampak transformatif teknologi digital pada ekosistem kewirausahaan. Penelitian ini berkontribusi pada pemahaman yang bernuansa tentang kondisi pengetahuan saat ini di lapangan dan mengidentifikasi kesenjangan dan peluang untuk penelitian di masa depan. Wawasan yang diperoleh dari analisis ini dapat menginformasikan para akademisi dan praktisi dalam mengoptimalkan strategi pemasaran digital untuk kesuksesan wirausaha dalam lanskap digital kontemporer.
The Impact of Social Media Influencers and Content Quality Unraveling the Mediating Role of Trust on Purchase Intention Cipta Canggih Perdana; Carolina Novi Mustikarini; Erwin Parega
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.5248

Abstract

In the digital landscape today, social media platforms dominate as primary channels for sharing information, shaping culture, and fostering social interaction. This study investigates the interplay between Social Media Influencer Influence, Content Quality, mediated by Trust, in shaping consumer Purchase Intentions. Using a cross-sectional quantitative design, primary data was collected through structured online questionnaires distributed via Google Docs and shared on platforms like WhatsApp, Instagram, Twitter and Facebook. Convenience sampling included 110 active social media users following influencer accounts in Indonesia and globally. Partial Least Square (PLS) analysis, facilitated by SmartPLS software, explored the relationships between variables. Results highlight the significant impact of Social Media Influencer Influence (X1) on Purchase Intentions (Y) (H1) and Content Quality (X2) on Purchase Intentions (Y) (H2), underscoring their roles in shaping consumer purchase decisions. Additionally, Social Media Influencer Influence (X1) on Trust (Z) (H3) and Content Quality (X2) on Trust (Z) (H4) emphasize their contributions to building consumer trust. Notably, Trust (Z) substantially affects Purchase Intentions (Y) (H5), reaffirming its pivotal role in shaping consumer behavior. This study provides valuable perspectives on the dynamics of influencer marketing, underscoring the significance of both Content Quality and Trust in driving Purchase Intentions. It contributes to the marketing domain by enhancing comprehension of effective influencer marketing strategies and their impact on consumers Keywords: Social Media Influencer, Content Quality, Trust, Purchase Intention
Addressing Cross-Sectoral Challenges in Consumer Culture for Sustainability and Social Justice in Indonesia Erwin Erwin; Arief Fahmi Lubis; Feliks Anggia Binsar Kristian Panjaitan; Hotman Panjaitan
West Science Social and Humanities Studies Vol. 1 No. 04 (2023): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v1i04.271

Abstract

In the context of Indonesia's dynamic socioeconomic landscape, this research focuses on sustainability and social justice while addressing cross-sectoral concerns in consumer culture. Through the use of a mixed-methods approach that incorporates qualitative interviews, quantitative surveys, and in-depth case studies, the study sheds light on the complex interactions between environmental, cultural, and economic elements that influence consumer behavior. Results highlight financial limitations by showing a relationship between sustainable practices and socioeconomic level. Traditional and global cultural influences become important, influencing motivations and creating obstacles. Consumer choices are greatly influenced by business practices, which emphasizes the importance of transparency in promoting positive change. Case studies offer practical examples that highlight both the advantages and disadvantages of consumer behavior. Actionable recommendations for businesses, consumers, and politicians are informed by the combination of quantitative and qualitative findings, paving the way for Indonesia to adopt a more socially equitable and sustainable consumption culture.
Co-Authors Abdullah Sanusi, Abdullah Adindah Novihartina Jafar Al-Amin Anastasya Putri Haeruddin Angeline Narinda Thesalyoni Allena Sentosa Ari Susanti Arief Fahmi Lubis Arief Yanto Rukmana Austin Setyawan Oendy Bilyan Putra Sari Putra Sari Cantika, Diva Carolina Novi Mustikarini Chandra, Fernando Laurence Chelsea Eileena Ishak Cicilia Dewi Cindy Yoel Tanesia Cindy Yoel Tanesia Cindy Yoel Tanesia Cipta C. Perdana Darmawan, Vincent Adelwin David Sundoro Denis Hartanto Denny Eka Axelito Dila Padila Nurhasanah Dina Martha Hutapea Elia Ardyan Evarianto, Jason Frederick Evi Jayanti Yonardi Farrel Laurens Feliks Anggia Binsar Kristian Panjaitan Francesco Chandra Francesco Chandra Gefael Triad Gefael Triady Hamdani, Felicia Haris Maupa Hotman Panjaitan Ivan, Johanes Jenifer Mariana Wiasal Jessica Adela Anastasya Arnold Jilbert, Julius Joesran, Jessenia Odelia Judijanto, Loso Kasmir Syariati Kenneth Chandra Khadijah Raihana Putri Nufrianto Khaerudin Krisna Dharmawan Lionary Maichal Maichal Maichal Michelle Couwandy Michelle Liamri Michelle Thalia Sawitto Moh Gifari Sono Monalisa Monalisa Muh. Sultan Amin Kevin Sariputra Niodilt Muhamad Ammar Muhtadi Muhammad Sa`ad Trisnawijaya Mustikarini, Carolina Novi Natali Ika Widjaya Novika Ayu Triany Poaler, Amelya Poernomo, Winarto Powell Gian Hartono Powell Gian Hartono Putra, Sinar Dharmayana Rahmat Zulfikar Ratna Ayu Pawestri Kusuma Dewi Reni Wulandari Reynard Aaron Arfandy Rival Pahrijal Rosyid Nurrohman S.E., M.M, Dr. Monalisa, Salam, Karta Negara Saununu, Siska Jeanete Shadiq, Muhammad Aththur Sharleen Angelica Wijaya Valerie Aurora Sinar Dharmayana Putra Sinar Dharmayana Putra St Salmah Sharon Steven Christian Chandra Suade, Yuyun K. M. Suade, Yuyun Karystin Meilisa Syam, Asriah Tjan, Tjan Tjioe, Gabrielle Tommy Thios Tony Antonio Tunggala, Karenina Vanessa Chandra Wijaya, Brigitta Maggie Winarto Poernomo Winy Aurellia Widhyadari Wijaya Yudi Hendrilia Yuyun Karysitin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Suade