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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 Manajemen dan Pemasaran Jasa 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 Management Analysis Journal Indonesian Journal of Education (INJOE)
Erwin Erwin
Digital Business Management, Management, Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar, Indonesia
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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From value to velocity: The role of hedonic shopping motives in fueling impulse buying Erwin Erwin; Francesco Chandra; Gefael Triady; Fachrul Maulana; Ivan N. Faronal
Jurnal Manajemen dan Pemasaran Jasa Vol. 19 No. 1 (2026): Maret
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/jmpj.v19i1.24719

Abstract

Modern marketing strategies have shifted from functional product introductions toward stimulating affective consumer responses that trigger low-involvement purchasing. This study examines the influence of advertising value on impulsive buying behavior, specifically analyzing the mediating role of hedonic shopping motives. Utilizing a quantitative approach, survey data were collected from 205 residents in Makassar City, Indonesia. Data were analyzed using Structural Equation Modelling-Partial Least Squares (SEM-PLS) via SmartPLS software. The results confirm that all four hypotheses (H1–H4) are supported, demonstrating that advertising value significantly impacts both hedonic motives and impulsive buying. Notably, the findings reveal the presence of partial mediation, where the indirect effect of advertising value on impulsive buying channelled through hedonic shopping motives is statistically stronger than the direct effect. These results imply that while advertising value directly stimulates spontaneity, its efficacy is significantly amplified when it successfully invokes the consumer's emotional and experiential shopping desires. Consequently, businesses should prioritize marketing communications that leverage emotional triggers to optimize impulsive purchasing outcomes.
The Effect of Social Commerce Features and Electronic Word of Mouth on Consumer Purchase Intentions for Local Skincare Products in Central Java Erwin Erwin; Dila Padila Nurhasanah; Rival Pahrijal
West Science Social and Humanities Studies Vol. 4 No. 07 (2026): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v4i07.2998

Abstract

The rapid growth of social media-based commerce has significantly influenced consumer behavior, particularly in the skincare industry, where digital interaction and consumer-generated information play important roles in purchasing decisions. This study aims to examine the effect of social commerce features and electronic word of mouth (e-WOM) on consumers’ purchase intentions for local skincare products in Central Java. This research employed a quantitative approach using a survey method involving 150 respondents who had experience purchasing or using local skincare products. Data were collected through a structured questionnaire measured using a five-point Likert scale and analyzed using Statistical Package for the Social Sciences (SPSS) version 25. The analytical techniques included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that social commerce features have a positive and significant effect on purchase intention. Furthermore, electronic word of mouth also has a positive and significant effect on purchase intention. The simultaneous test confirms that social commerce features and e-WOM significantly influence purchase intention, with an Adjusted R² value of 0.510, indicating that both variables explain 51.0% of consumer purchase intention variation. These findings demonstrate that interactive digital features and positive consumer recommendations are essential factors in strengthening consumer confidence toward local skincare products. This study provides practical implications for local skincare businesses to optimize social commerce strategies and encourage positive electronic word-of-mouth to improve competitiveness in the digital marketplace.
Swipe, Stream and Trust: The New Formula for Fashion Purchase Intentions Erwin Erwin; Yuyun Karystin Meilisa Suade; Winarto Poernomo; Sinar Dharmayana Putra
Management Analysis Journal Vol. 14 No. 4 (2025): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v14i4.36698

Abstract

This study research examines the essential role of Brand Trust as a mediator that transforms digital marketing stimuli, namely Live Streaming and Online Customer Reviews, into Purchase Intention in the fashion industry. In the digital era, the fashion industry demands strategic adaptation to the latest marketing trends, especially through marketplaces. This study focuses on fashion consumers in Makassar City who have experience buying or intend to purchase fashion products through online marketplace platforms. Data were collected from 216 respondents through a questionnaire using a 5-point Likert scale and analyzed using the PLS-SEM method with SmartPLS. The results indicate that Brand Trust is the strongest causal predictor of Purchase Intention. A crucial finding is the confirmation of full mediation by Brand Trust, showing that the effectiveness of Live Streaming and Online Customer Reviews does not lie in their ability to directly trigger purchase intentions, but rather in their capacity to build Brand Trust first. Furthermore, Online Customer Reviews contribute more strongly to the formation of Brand Trust than Live Streaming. These findings suggest that there are two key stages in forming fashion purchase intentions in marketplaces, particularly among consumers in Makassar.
QUANTIFYING REAL-TIME RETAIL IMPACT: INFLUENCER MEDIATION IN BOOSTING FASHION INTENTION Erwin Erwin; Gefael Triady; Francesco Chandra; Krisna Dharmawan Lionary; Jenifer Mariana Wiasal
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 TRINITY: INFLUENCERS, REVIEWS AND BRAND – QUANTIFYING THEIR SYNERGISTIC EFFECT ON FNB PURCHASE INTENTION Muhammad Sa`ad Trisnawijaya; Evi Jayanti Yonardi; Anastasya Putri Haeruddin; Denny Eka Axelito; Denis Hartanto; 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.
Building Financial Well-Being in the Digital Era: The Interplay of Digital Financial Literacy, Financial Behavior, and Financial Socialization Khadijah Raihana Putri Nufrianto; Yuyun Suade; Powell Gian Hartono; Erwin Erwin; Novika Ayu Triany
International Journal of Digital Entrepreneurship and Business Vol 6 No 2 (2025): International Journal of Digital Entrepreneurship and Business (IDEB)
Publisher : Universitas Jakarta Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52238/ideb.v6i2.391

Abstract

The rapid expansion of digital financial services has transformed the way individuals manage their personal finances, particularly among productive-age populations who actively engage with financial technology. While digital financial inclusion continues to increase in Indonesia, disparities between financial access and financial literacy remain a significant challenge, potentially affecting individuals' financial well-being. This study aims to examine the influence of digital financial literacy, financial behavior, and financial socialization on the financial well-being of Indonesia's productive-age population. A quantitative research design was employed using a structured online questionnaire distributed to individuals aged within the productive workforce who had at least two years of work experience and had used digital financial services. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that digital financial literacy, financial behavior, and financial socialization each have a positive and significant effect on financial well-being. Individuals with stronger digital financial competencies, healthier financial behaviors, and greater exposure to financial socialization demonstrate higher levels of financial well-being. These findings highlight the importance of integrating financial education, behavioral development, and social influences to improve financial well-being in the digital era. The study contributes to the behavioral finance literature by providing empirical evidence from Indonesia's productive-age population and offers practical implications for policymakers, financial institutions, and financial education providers in designing programs that strengthen digital financial capability and sustainable financial well-being.
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 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 Fachrul Maulana Farrel Laurens Feliks Anggia Binsar Kristian Panjaitan Francesco Chandra Francesco Chandra Francesco Chandra Gefael Triad Gefael Triady Gefael Triady Hamdani, Felicia Haris Maupa Hotman Panjaitan Ivan N. Faronal 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 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 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 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 Karystin Meilisa Suade Yuyun Suade