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Journal : Indonesian Journal of Business and Entrepreneurship (IJBE)

Digital Entrepreneurship on Purchase Decisions: Analysis of Content-Based Business, Online Store, and Business Matchmaking Mulyana, Mumuh; Rainanto, Bambang Hengky; Sulistiono, Sulistiono; Fadillah, Adil; Said, Jamaliah
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 1 (2025): IJBE, Vol. 11 No. 1, January 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.1.29

Abstract

Backgrounds: The advancement of technology has significantly impacted various sectors, including food and beverage (F&B) companies. Previously, trading, shopping, and promotion activities were conducted directly, but now these activities are primarily online. Consequently, F&B owners need distinctive characteristics and effective use of digital media to stay competitive.Purpose: This study aims to determine the influence of digital entrepreneurship on purchase decisions within F&B companies in West Java, Indonesia.Design/methodology/approach: A quantitative research method was employed, surveying 100 respondents from F&B consumers using purposive sampling. Data were collected through a structured questionnaire and analyzed with Structural Equation Modeling (SEM) using SmartPLS v.4.0, including validity and reliability tests.Findings/Results: The study found a significant impact of digital entrepreneurship on purchase decisions. Positive influences were noted in content-based business, community-based business, matchmaking business, and promotion. However, the online store variable showed a positive but statistically insignificant effect.Conclusion: The results underscore the importance for F&B proprietors to strategically integrate digital entrepreneurship elements to enhance and optimize purchase decision dynamics.Originality/value (State of the art): This research highlights the growing significance of digital entrepreneurship in the F&B sector, offering insights into how various digital strategies influence consumer purchasing behavior, which is crucial for adapting to the evolving market landscape. Keywords: digital entrepreneurship, social media, digital marketing strategies, promotional content, purchase decisions.
Co-Authors . Zairion A. M. Simanjuntak, Johansen A.M. Simanjuntak, Johansen Abrilliant, Putri Salma Achmad Fahrudin Ade Mulyana, Ade Adi Hendarso, Septa Adil Fadillah Agus Alim Hakim Agus Muji Santoso Agustinus M Samosir Aji, Tegar Laras Pandu Allan Erwandy Nenobais Ani Suryanti Any Kurniawati Any Kurniawati Arde Lindung Pambudi Arfiati Ulfa Utami Arganata, Febryan Dimas Ario Damar Astriani, Imaniar Astriani, Imaniar Astriani Astrini, Danti Awwali, Aliza Tinur Ayu Ervinia Azis Purwantoro Basyiruddin Nur Budhi Utami Carissa Carissa, Carissa Clarita, Teresa Dawi, Mario Raja Sani Dediyanto, Kristian Diah Etika Maharatih Setiarina Dian Tri Rinawati Dwi Ari Budi Retnani Dwi Ari Budiretnani Dwi Yuni Wulandari Edy Safni Rosa Endi Setiadi Kartamihardja, Endi Setiadi Ernawati , Yunizar Etty Riani Fadly Y Tantu Fahriza, M Raffi Fahsani, Donny Feby Indriana Yusuf Firmansyah, Muhammad Fikri Fitri, Rini Nur Gema Wahyudewantoro, Gema Hariadi, Rangga Dwigana Harmono, Setyo Haryono Haryono Hefni Effendi Herawati, Elysabet Heri setiawan Hermanto, Dedy Tri Ichsan Ismail, Muhammad IDA RAHMAWATI Imas Cintamulya Indra Cahyadinata, Indra Indrajaya, Indrajaya Insani, Gilang Taufan Ismail Ismail Ismudi Muchsin Issirep Sumardi Istiqlaliyah, Hesty Kusumayanti, Diah Maghfirah, Annisah Al Maria Ulfa Marisa Marisa Megandhi Gusti Wardhana Mekaniwati, Ani Mohammad Mukhlis Kamal Muchtar, Sephia Herliana Muis Muis, Muis Mumuh Mulyana Nabillah, Firja Hasanah Nadya Adharani Nadzifah, Bintang Khoirun Nandya Fitri Rachmawati Nasution, Syahroma Husni Nasution, Syahroma Husni Niken T.M. Pratiwi Niken Tunjung Murti Pratiwi Noviastuti, Nina Nurisnaini, Neni Nurul Widayati Okvitasari, Astri Rino Orchidta, Shofia Ananda Pambudi, Arde Pertiwi, Niken T. M. Poppy Rahmatika Primandiri Rahmat Kurnia Rainanto, Bambang Hengky Ramadhanti, Nida Arista Ramdani, Muhamad Ridwan RIDWAN AFFANDI Rini, Riris Setya Risky Aswi R, Risky Ristiana Dyah Purwandari Romanus Edy Prabowo Ronauli, Eva Cristine Rosyid Ridho Rusandy, Deby Santyo Said, Jamaliah Santi, Susi Saputri, Eka Nur Sari, Devi Anita Sembiring, Rinawati Simanjuntak, Charles P H Siti Zubaidah Soedharman, Dedi Soedharman, Dedi Soetikno Wirjoatmodjo, Soetikno Sulami, Evi Sulistianti, Ina Sulistiyowati, Tutut Indah Susanto, Agung Hermawan Susilowati, Dwi Indah Syafarina, R. Syaifullah Syaifullah Syarifah, Meilita Tantonio, Michael Claudius Tussadiyah, Fadzillah Wahidin, Nurhalis Waluyo Waluyo Wibisono, Sandy Widodo, R. Widyarini, Happy Wiharjo, Rahmat Yumirwan Wildan Nurussalam Wildan, Dudi Muhammad Yahya, Nurul Musyariafah Yitno Purwoko Yudhi Nugroho, Chris Tomy Yulia Nurendah Yuniar, Sucifa Thita Ziidani, Virginia