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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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TIGA SERANGKAI PEMICU KEINGINAN INSTAN : STUDI TENTANG DAMPAK INFLUENCER MARKETING, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING GEN Z DI KOTA MAKASSAR Thios, Tommy; Oendy, Austin Setyawan; Aurora, Sharleen Angelica Wijaya Valerie; Wijaya, Winy Aurellia Widhyadari; 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.v9i2.5928

Abstract

This study aims to analyze the influence of Influencer Marketing, Viral Marketing, dan Online Customer Review (OCR) on Impulsive Buying behavior among Generation Z in Makassar City. This research method uses a quantitative approach, with data collected through a 5-Point Likert scale questionnaire distributed to 156 Generation Z respondents (aged 13-28 years) in Makassar City. The data were analyzed using PLS-SEM (a statistical modeling method) with WarpPLS 8.0 software. The results show that Viral Marketing has a significant positive effect on Impulsive Buying, meanwhile Influencer Marketing and Online Customer Review do not show significant effects. These findings suggest that marketing strategies focused on viral content are more effective in triggering Impulsive Buying among Generation Z in Makassar City, compared to using influencers or customer reviews. This study provides practical contributions for fashion businesses to optimize their marketing strategies. Academically, it enriches literature on the impact of Influencer Marketing, Viral Marketing, and Online Customer Review (OCR) in Digital Marketing, particularly Generation Z.
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.
QUANTIFYING REAL-TIME RETAIL IMPACT: INFLUENCER MEDIATION IN BOOSTING FASHION INTENTION Erwin, Erwin; Triady, Gefael; Chandra, Francesco; Lionary, Krisna Dharmawan; Wiasal, Jenifer Mariana
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18671

Abstract

This study aims to analyse the causal pathway from Live Streaming Commerce to Purchase Intention in the fashion sector, by validating Influencer as a mediating variable. Using an explanatory quantitative approach, this study applied Partial Least Squares – Structural Equation Modelling (PLS-SEM) to survey data collected from 217 fashion consumers in South Sulawesi who have been involved in livestreaming commerce and are affordable to Influencers. The data collection instrument used was a questionnaire with a Likert scale (5 Scales). The main results show that, although livestreaming commerce has a positive and significant direct influence on Purchase Intent, the mediating influence channelled through Influencers is the dominant and superior transmission channel. These findings confirm that for urban consumers who demand authentic product validation, trusted Influencer figures serve as an essential mechanism that transforms real-time interactions into confidence to transact. The implications of this study are significant for fashion industry players, underscoring the need to shift the focus from just technology features to credible influencer authorisation strengthening strategies to achieve optimal conversion rates in a risk-averse regional market.
THE DIGITAL CULINARY CHAIN: BRAND AWARENESS’S CONTRIBUTORY ROLE FOR CONTENT MARKETING’S CONVERSION POWER Joesran, Jessenia Odelia; Cantika, Diva; Hamdani, Felicia; Tunggala, Karenina; Erwin, Erwin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18672

Abstract

The rapid growth of the culinary industry increases competition, forcing businesses to follow new trends. Social media platforms have become an essential tool for creating marketing content that captures consumer attention and drives purchase intention. This research examines the effect of marketing content on purchase intention, with brand awareness as a mediating variable. The data were analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS. The study collected data from 205 respondents through questionnaires using a five-point Likert scale. The results indicate that marketing content has a positive influence on purchase intention. Furthermore, brand awareness was found to mediate the relationship between marketing content and purchase intention, suggesting that marketing content indirectly impacts consumers’ purchase intentions. These findings highlight the importance for culinary business owners to develop and manage relevant and appealing content to increase purchase intention. Moreover, well-designed marketing content plays a crucial role in enhancing brand awareness, which ultimately leads to higher consumer purchase intention.
THE DIGITAL TRINITY: INFLUENCERS, REVIEWS AND BRAND – QUANTIFYING THEIR SYNERGISTIC EFFECT ON FNB PURCHASE INTENTION Trisnawijaya, Muhammad Sa`ad; Yonardi, Evi Jayanti; Haeruddin, Anastasya Putri; Axelito, Denny Eka; Hartanto, Denis; Erwin, Erwin
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18673

Abstract

Trends in social media marketing have advanced significantly and are being utilized by culinary business operators. These trends are used to build Brand Awareness, which increases consumers' Purchase Intention. The purpose of this study is to analyze the effect of Influencer Marketing and Online Customer Reviews on Purchase Intention, with the mediating role of Brand Awareness. This study was analyzed using Partial Least Squares Structural Equation Model (PLS-SEM). The collected data were then processed using SMART-PLS. A total of 160 consumers from the Gen Z and Y demographics were surveyed using questionnaires with a 5-point Likert scale. The study shows that Online Customer Reviews can influence Purchase Intention, unlike Influencer Marketing, which only affects Purchase Intention through Brand Awareness. This highlights the central role of Brand Awareness for every trend used, which, in this case, Influencer Marketing and Online Customer Reviews contribute to purchase intention. Therefore, operators in the culinary business must aim to balance the use of existing trends with efforts to enhance their Brand Awareness.
Pengabdian Masyarakat: Pemberdayaan UMKM Melalui Pemasaran Digital dan Manajemen Keuangan di Bantimurung, Makassar St Salmah Sharon; Yuyun Karysitin Meilisa Suade; Monalisa Monalisa; Erwin Erwin
KOMUNITA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Vol 5 No 2 (2026): Mei
Publisher : PELITA NUSA TENGGARA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60004/komunita.v5i2.569

Abstract

This Community Service Program aims to empower micro, small, and medium enterprises (MSMEs) in the Bantimurung area of ​​Makassar by strengthening their digital marketing and financial management capacity to improve business sustainability. The main challenges faced by partners include low financial literacy, poor cash flow recording and management, and limited use of digital media in product marketing. This program is implemented using an educational and participatory approach combined with hands-on practice and mentoring. The implementation method includes preparation, digital marketing and financial management training, and mentoring and evaluation. The results of the activity indicate an increase in partners' understanding and skills in utilizing digital media as a means of promotion and expanding market reach, as well as increased awareness and ability of partners in simple financial recording, cash flow management, and separating business and personal finances. The high level of partner participation throughout the program reflects the program's relevance to the real needs of MSMEs. Overall, this program demonstrates that the integration of digital marketing and financial management, implemented in a contextual and applicable manner, can strengthen the competitiveness and resilience of MSMEs. The practical implications of this activity emphasize the importance of ongoing mentoring and collaboration between universities and the community in encouraging accountable, adaptive, and local economic sustainability-oriented MSME management.
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