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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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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.
Greenpreneurs Mandiri: Pendampingan UMKM Bank Sampah Melati dan Mandar Sutera Asriah Syam; Elia Ardyan; Adindah Novihartina Jafar; Maichal; Cindy Yoel Tanesia; Mustikarini, Carolina Novi; Erwin Parega; David Sundoro; Rahmat Zulfikar; Bilyan Putra Sari; Kasmir Syariati
Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Vol. 6 No. 1 (2024): Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/leecom.v6i1.4426

Abstract

Pengabdian masyarakat yang dilakukan pada Bank Sampah Melati dan Mandar Sutera merupakan bagian dari pelaksanaan hibah pendampingan UMKM (Usaha Mikro, Kecil dan Menengah) berbasis kemitraan. Tujuan kegiatan pendampingan UMKM ini adalah mendampingi UMKM Bank Sampah Melati dan UMKM Mandar Sutera untuk memiliki model bisnis, inovasi produk, digital marketing & branding, serta teknologi dalam sistem operasi yang tepat sehingga proses bisnis dapat berkembang dan berkelanjutan juga mampu menyerap tenaga kerja baru. Pelatihan dilaksanakan di dalam 9 kegiatan pelatihan. Hasil pengabdian masyarakat ini adalah peserta mendapatkan pengetahuan dan keterampilan untuk membuat produk yang inovatif berbasis konsep green, pengembangan model bisnis, pengelolaan keuangan, dan kemampuan penjualan berbasis pemasaran digital.
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.
The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia Erwin, Erwin; Saununu, Siska Jeanete; Rukmana, Arief Yanto
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.317

Abstract

Through a quantitative approach, this study examines how social media influencers affect Indonesian Generation Z consumer behavior. A heterogeneous group of 450 participants, ranging in age from 16 to 24, was involved, reflecting a range of genders, socioeconomic backgrounds, and geographic locations. The results show that social media influencers have a big influence on people's decisions to buy, as 85% of participants acknowledged. The majority platform, Instagram, accounted for 75% of the total, with individuals using social media for two hours a day on average. The most popular content categories (65%) were product and lifestyle reviews, highlighting the significance of authenticity. Transparency (72.5%) and authenticity (67.5%) were important trust-building qualities; on the other hand, inconsistent brand endorsements (30%) and a lack of financial transparency (22.5%) eroded confidence. Sponsored material worked very well (80%), and 60 percent of users preferred partnerships that were authentic. Strong positive correlations between sponsored content, consumer behavior, and influencer engagement were found via regression analysis (R-squared = 0.754). The findings offer significant perspectives for marketers seeking to maneuver through the impactful terrain of Generation Z in Indonesia.
A Bibliometric Exploration of Corporate Sustainable Marketing: Innovation Strategy and Consumer Engagement Judijanto, Loso; Nurrohman, Rosyid; Erwin, Erwin
West Science Social and Humanities Studies Vol. 2 No. 09 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i09.1270

Abstract

This study provides a comprehensive bibliometric analysis of corporate sustainable marketing, with a focus on innovation strategies and consumer engagement. By analyzing research publications from 1985 to 2024, the study identifies key trends, influential authors, and emerging themes within the field. The results highlight the central role of consumer engagement in sustainable marketing, emphasizing its connection to corporate social responsibility (CSR), customer participation, and green marketing strategies. Innovation is identified as a critical driver in attracting and retaining eco-conscious consumers, with green marketing and business model innovations emerging as essential components of corporate sustainability strategies. Despite the growing body of literature, the study reveals gaps in the integration of advanced technologies such as artificial intelligence (AI) and sustainable business model innovations, suggesting areas for future research. This analysis provides valuable insights for academics, practitioners, and policymakers seeking to understand the evolving dynamics of corporate sustainable marketing and consumer engagement.
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.
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