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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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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.
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.
INNOVATIVE APPROACHES TO RESEARCH SKILL DEVELOPMENT FRAMEWORKS FOR EVALUATING PROBLEM-SOLVING SKILLS IN DESIGN PROJECTS IN INDONESIAN HIGHER EDUCATION Khaerudin; Yudi Hendrilia; Ratna Ayu Pawestri Kusuma Dewi; Erwin; Al-Amin
Indonesian Journal of Education (INJOE) Vol. 2 No. 3 (2023): Indonesian Journal of Education (INJOE)
Publisher : CV. ADIBA AISHA AMIRA

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

Abstract

This study explored innovative approaches to research skill development frameworks for evaluating problem-solving skills in design projects within the context of Indonesian higher education. The research focused on enhancing problem-solving skills, which are crucial for success in design-related fields, by incorporating elements of design thinking principles and John Willison's Research Skill Development (RSD) framework. The study employed a mixed- methods research design, combining qualitative and quantitative methods to assess the innovative frameworks' effectiveness comprehensively. Through developing and integrating these frameworks into design project courses, students were guided through problem identification, research methodologies, data collection, and solution prototyping. Faculty members played a facilitating role in this process. The comparative analysis between the innovative frameworks and traditional assessment methods revealed that the former significantly outperformed the latter. Students engaged with the frameworks exhibited enhanced creativity, adaptability, and metacognitive reflection in their problem-solving approaches. They demonstrated growth in problem identification, research strategies, and critical evaluation of information sources. This study has significant implications for Indonesian higher education, emphasizing the advantages of innovative assessment methods in design education. The research skill development frameworks offer a dynamic and holistic approach to problem-solving skill development, preparing graduates to excel in the competitive and evolving design industry. However, challenges related to adaptation and resource allocation were acknowledged. Ultimately, this research underscores the transformative potential of research skill development frameworks in enhancing problem-solving skills, bridging the gap between theory and practice, and preparing graduates to shape future design in Indonesia
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.
SWIPE UP TO GLOWING : STRATEGI JITU MARKETING CONTENT DAN INFLUENCER MARKETING DALAM MERAIH MINAT BELI KONSUMEN SKINCARE DI MEDIA SOSIAL Reni Wulandari; Jessica Adela Anastasya Arnold; Michelle Couwandy; Muh. Sultan Amin Kevin Sariputra Niodilt; 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 Gefael Triad; Kenneth Chandra; Reynard Aaron Arfandy; Farrel Laurens; 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 Francesco Chandra; Chelsea Eileena Ishak; Michelle Liamri; Angeline Narinda Thesalyoni Allena Sentosa; 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; Yuyun Karystin Meilisa Suade; Monalisa Monalisa; Novika Ayu Triany
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.
TIGA SERANGKAI PEMICU KEINGINAN INSTAN : STUDI TENTANG DAMPAK INFLUENCER MARKETING, VIRAL MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP IMPULSIVE BUYING GEN Z DI KOTA MAKASSAR Tommy Thios; Austin Setyawan Oendy; Sharleen Angelica Wijaya Valerie Aurora; Winy Aurellia Widhyadari Wijaya; 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.
DOES BRAND IMAGE MEDIATE NUTRI-CLAIMS AND PRICE EFFECTS ON GENZ BEVERAGE CHOICE? Denis Hartanto; Erwin Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): ON GOING
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7482

Abstract

This study investigates the trend of healthy lifestyle in Generation Z consumers in Makassar and the adjustment the industry does towards the brand. The research studies the effects of Nutrition Claims and Price Perception towards the Purchase Intention of Generation Z consumers towards packaged beverages with Brand Image as a mediating factor. The respondents consists of 198 Generation Z living in Kota Makassar who have bought or consumed packaged beverages within the last three months. The data were collected via a questionnaire using a 5-point Likert Scale. The collected data is then processed using SEM-PLS using the SmartPLS application. The results show Nutritional Claims cannot give a direct effect towards Purchase Intention. In contrast, Price Perception can directly affect Purchase Intention. The core result is Brand Image becoming the main catalyst heavily affecting the effects of both Nutritional Claims and Price Perception on Purchase Intention. And so, Brand Image is signified as an important mediating variable in this research. This research is important as it signals for companies to not only add Nutritional Claim labels but also build a good Brand Image, weakening price resistance and building trust towards the products.
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