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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.
ALAT KOMUNIKASI DIGITAL : KONTRIBUSI KONTEN DALAM MENINGKATKAN KO-KREASI USAHA MIKRO KECIL MELALUI MEDIASI KAMPANYE VIRAL Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Putra, Sinar Dharmayana
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 8 No 3 (2024): Edisi September - Desember 2024
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v8i3.4386

Abstract

Alat komunikasi digital telah menjadi kebutuhan bagi pelaku Usaha Mikro dan Kecil (UMK) dalam menjalankan aktivitas pemasaran usahanya, didukung oleh banyaknya tren dan strategi di media sosial yang semakin berkembang. Penelitian ini bertujuan untuk menganalisis kemampuan kampanye viral dalam memediasi pengaruh dari konten media sosial terhadap peningkatan ko-kreasi UMK sebagai sebuah strategi pemanfaatan alat komunikasi digital. Responden penelitian sebanyak 189 pelaku UMK yang menggunakan media sosial di Sulawesi Selatan. Data dikumpulkan menggunbakan kuesioner dengan skala likert, dianalisis dengan menggunakan Partial Least Square Structural Equation Model (PLS-SEM) dan pemrosesan data menggunakan WarpPLS Versi 8.0. Hasil penelitian menunjukkan bahwa konten pemasaran dapat memberikan kontribusi yang baik bagi ko-kreasi UMK di media sosial dan kampanye viral selain dapat memberikan kontribusi langsung terhadap ko-kreasi UMK, justru ditemukan dapat memediasi pengaruh konten pemasaran terhadap ko-kreasi dengan kontribusi yang lebih besar dibandingkan dengan pengaruh langsung dari konten pemasaran terhadap ko-kreasi UMK di media sosial.
INSTAGRAM-ABLE ATAU LOYAL PERAN BRAND AWARENESS & BRAND IMAGE DALAM MENENTUKAN RE-USE INTENTIONS PENIKMAT KOPI Shadiq, Muhammad Aththur; Erwin, Erwin; Chandra, Fernando Laurence; Tjan, Tjan; Poaler, Amelya
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5435

Abstract

This study aims to analyze the role of Instagram in enhancing marketing activities, particularly in shaping brand awareness, brand image, and driving Brand Instagram Re-usage Intentions (BIRI) within the coffee industry in Makassar. In the digital age dominated by social media, Instagram has emerged as a highly influential platform in digital marketing strategies. With its distinctive features, Instagram serves not only as a communication tool but also as a strategic platform to build and reinforce brand image and brand awareness. This research employs a descriptive quantitative approach using a survey method. Data were collected from 211 respondents who are active Instagram-using patrons of coffee shops in Makassar. The sampling technique used was purposive sampling with specific criteria. A 5-point Likert scale questionnaire was used as the research instrument to measure respondents' perceptions of the research variables. The collected data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the aid of WarpPLS 8.0 software. The results of the study indicate that Instagram Marketing Activities (IMA) have a positive and significant effect on BIRI, both directly and through the mediation of Brand Awareness (BA) and Brand Image (BI). This study makes a significant contribution to the development of digital marketing strategies, especially for those in the coffee industry seeking to leverage Instagram to enhance brand awareness, brand image, and customer loyalty. The findings of this study are expected to provide guidance for coffee industry players in designing effective marketing strategies through the Instagram platform.
CONQUERING CUSTOMER HEARTS : INTELLIGENT HYPER-PERSONALIZATION WITH ARTIFICIAL INTELLIGENCE FOR ENHANCED CUSTOMER ENGAGEMENT Tjioe, Gabrielle; Wijaya, Brigitta Maggie; Evarianto, Jason Frederick; Darmawan, Vincent Adelwin; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 1 (2025): Edisi Januari - April 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i1.5589

Abstract

Indonesia is undergoing a rapid digital transformation, characterized by the integration of artificial intelligence (AI) across diverse sectors. AI possesses the potential to reshape consumer behavior and unlock novel opportunities for businesses, including the educational sector, to cultivate more personalized relationships with customers through hyper-personalization. This study aims to analyze the impact of Artificial Intelligence and Hyper-Personalization on customer engagement levels, with the aspiration of contributing to the development of more effective marketing strategies in the digital age. The primary focus of this research is to investigate how personalized marketing strategies, leveraging artificial intelligence, can influence customer interaction and loyalty towards offered products and services. This research employs a quantitative approach, utilizing a sample of 246 respondents possessing knowledge of digital marketing. Data were collected via an online questionnaire distributed through Google Forms and subsequently analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with WarpPLS version 8 software. The research instrument utilized a 5-point Likert scale. The findings of this study reveal that both Artificial Intelligence (AI) and Hyper-Personalization exert a positive and significant influence on Customer Engagement. Furthermore, AI demonstrates a positive and significant impact on Hyper-Personalization. Hyper-Personalization mediates the relationship between AI and Customer Engagement, although a reduction in significance was observed due to a mismatch between Hyper-Personalization and the heterogeneous content characteristics of social media platforms targeting diverse audiences. This research provides insights into how the implementation of AI in marketing can foster stronger relationships between businesses and customers. While AI can enhance customer engagement through personalization, the utilization of more generalized content, acceptable to a broad audience, proves more effective, particularly for social media content within educational institutions.
Live streaming's reigning monarchs: Delving into the pivotal role of influencers through live broadcasts Erwin, Erwin; Maupa, Haris; Jilbert, Julius; Sanusi, Abdullah; Suade, Yuyun Karystin Meilisa
Jurnal Siasat Bisnis VOL 30, NO 1 (2026)
Publisher : Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/jsb.vol30.iss1.art2

Abstract

Purpose – The ubiquity of online businesses has seen a surge in influencer marketing, with live streaming emerging as a prominent strategy. However, the pivotal role of influencers, individuals with a substantial social media following, in live streaming and their subsequent influence on customer behavior justifies a thorough investigation. This research digs into the role of influencers in live streaming and examines their impact on Customer Engagement and Brand Awareness through live streaming activities.Design/methodology/approach – A sample of 225 online customers joined this study. Data was collected using a questionnaire using a 5-point Likert scale and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) processed with WarpPLS Version 8.0.Findings – Influencers can substantially contribute to both customer engagement and brand awareness through live streaming. However, the study indicates that influencers do not directly contribute to brand awareness. Influencers reign supreme in the realm of live streaming, showing their potential to enhance customer engagement and brand awareness. The study offers valuable insights for businesses and influencers to effectively leverage live streaming to meet their marketing goals.Research limitations/implications – The cross-sectional design of the study hinders causal inferences. Longitudinal research and broader sampling are necessary to establish temporal relationships and generalize findings to diverse populations and regions.Practical implications – The research suggests that businesses should strategically select influencers, leverage live streaming for engagement and brand, foster authentic relationships, and measure campaign performance while combining influencer marketing with other digital strategies.Originality/value – This research offers a comprehensive exploration of the synergistic relationship between influencers and live streaming in driving customer engagement and brand awareness, providing empirical evidence and practical recommendations for marketers.
Co-Authors Abdullah Sanusi, Abdullah Ari Susanti Axelito, Denny Eka Cantika, Diva Chandra, Fernando Laurence Chandra, Francesco Cindy Yoel Tanesia Cipta C. Perdana Darmawan, Vincent Adelwin Denis Hartanto Dina Martha Hutapea Elia Ardyan Evarianto, Jason Frederick Haeruddin, Anastasya Putri Hamdani, Felicia Haris Maupa Hartanto, Denis Ivan, Johanes Jilbert, Julius Joesran, Jessenia Odelia Lionary, Krisna Dharmawan Maichal Maichal Michelle Thalia Sawitto Monalisa Monalisa Monalisa Monalisa Poaler, Amelya Powell Gian Hartono Putra, Sinar Dharmayana Shadiq, Muhammad Aththur Sinar Dharmayana Putra St Salmah Sharon St Salmah Sharon Steven Christian Chandra Suade, Yuyun K. M. Suade, Yuyun Karystin Meilisa Tjan, Tjan Tjioe, Gabrielle Triady, Gefael Trisnawijaya, Muhammad Sa`ad Tunggala, Karenina Vanessa Chandra Wiasal, Jenifer Mariana Wijaya, Brigitta Maggie Yonardi, Evi Jayanti Yuyun Karysitin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade Yuyun Karystin Meilisa Suade