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All Journal Jurnal Praktik Bisnis Jurnal Demokrasi Jurnal Kajian Manajemen Bisnis Humanus: Jurnal ilmiah Ilmu-ilmu Humaniora Jurnal Mahasiswa Prodi SI Manajemen JDM (Jurnal Dinamika Manajemen) SULTANIST: Jurnal Manajemen dan Keuangan Al-Kharaj: Journal of Islamic Economic and Business Jurnal Kajian Manajemen dan Wirausaha Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Operations Management and Information System Studies Marketing Management Studies Jurnal Aplikasi IPTEK Indonesia Journal of Business, Social and Technology e-Jurnal Apresiasi Ekonomi Jurnal Manajemen dan Pemasaran Digital
Yasril Yunus
Universitas Negeri Padang
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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The Influence of Live Streaming, Brand Image, and Perceived Usefulness of Online Review on Purchase Intention on TikTok Shop Hapipah Hapipah; Yasri Yasri
Journal of Business, Social and Technology Vol. 7 No. 2 (2026): Journal of Business, Social and Technology
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jbt.v7i2.627

Abstract

Background: The rise of social media-based commerce—especially through TikTok Shop—has opened new avenues for brands to engage consumers through live streaming and peer-generated online reviews. Despite growing interest, the conditions under which these mechanisms drive purchase intention, and whether consumer trust mediates their effects for established FMCG brands, remain empirically underexplored. Objective: This study examines how live streaming, brand image, and perceived usefulness of online reviews influence purchase intentions on TikTok Shop, and assesses consumer trust as a mediating variable within these relationships. Methods: Survey data from 360 consumers who had watched Unilever’s live streaming sessions and made purchases on TikTok Shop were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0, enabling simultaneous evaluation of direct and mediated pathways. Results: Live streaming exhibited a significant and direct effect on purchase intention. By contrast, brand image and perceived usefulness of online reviews produced no statistically significant direct effects. Consumer trust failed to mediate any of the three antecedent–outcome pathways, indicating that stimulus-driven direct routes dominate over sequential trust-based processes in this environment. Conclusion: Within live streaming–based social commerce, experiential immediacy and informational interactivity outweigh both brand image and consumer trust as purchase drivers. Practitioners should reposition live streaming as a primary conversion mechanism, and future researchers should interrogate the boundary conditions of trust’s motivational role in social commerce contexts.
Orientasi Pasar dari Perspektif Teori Keunggulan Sumber Daya: Tinjauan Literatur Sistematis dan Model Konseptual (2021–2025) Dewi Zulvia; Yunia Wardi; Yasri Yasri; Abror Abror; Vidya Rini Dwita Rini Dwita; Husnil Khatimah
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 6 No. 2 (2026): Article Research Juli 2026
Publisher : Yayasan Cita Cendikiawan Al Khwarizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v6i2.8876

Abstract

Tinjauan literatur sistematis ini mengkaji hubungan orientasi pasar dan keunggulan kompetitif melalui lensa Teori Keunggulan Sumber Daya (Resource-Advantage Theory), berdasarkan bukti empiris yang diterbitkan antara tahun 2021 hingga 2025. Research gap yang dijembatani adalah: belum adanya sintesis yang secara eksplisit menganalisis temuan era pasca-pandemi melalui perspektif Teori R-A, mengabaikan diferensiasi efek langsung dan termediasi, serta mengabaikan variabel mediasi yang menjelaskan heterogenitas hasil antar studi. Dipandu oleh kerangka PRISMA, 86 studi awal dari basis data Scopus disaring secara sistematis hingga menghasilkan 28 studi berkualitas tinggi. Temuan mengidentifikasi empat pola relasional: efek positif termediasi (57,1%), efek positif langsung dan termediasi (25,0%), efek bergantung konteks (10,7%), serta efek negatif/tidak signifikan (7,1%). Hubungan ini dimediasi oleh kemampuan inovasi, kemampuan relasional, dan fleksibilitas strategis. Kontribusi ilmiah studi ini adalah: (1) sintesis berbatas waktu pasca-pandemi (2021–2025), (2) klasifikasi pola empiris berbasis Teori R-A, dan (3) model konseptual baru yang memetakan jalur mediasi orientasi pasar menuju keunggulan kompetitif.
Efektivitas Platform Media Sosial dan Kolaborasi Influencer dalam Komunikasi Pemasaran Pariwisata Kota Padang Frisca Sasri Dwitama; Feri Ferdian; Yasri; Elida
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.700

Abstract

Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan platform media sosial dan kolaborasi influencer dalam komunikasi pemasaran pariwisata Kota Padang. Transformasi digital telah mengubah paradigma pemasaran destinasi wisata dari model konvensional menuju ekosistem digital yang partisipatif dan berbasis interaksi sosial. Menggunakan pendekatan studi literatur dan analisis data sekunder, penelitian ini mengkaji peran Instagram, TikTok, dan YouTube sebagai saluran promosi, pembentuk citra destinasi, serta medium interaksi antara pemangku kepentingan pariwisata dan wisatawan. Hasil analisis menunjukkan bahwa media sosial berkontribusi signifikan terhadap peningkatan kunjungan wisatawan, yang tercermin dari data Dinas Pariwisata Kota Padang yang mencatat peningkatan kunjungan dari 2.855.135 (2022) menjadi 3.660.947 (2023). Efektivitas promosi melalui media sosial diukur menggunakan EPIC Model (Empathy, Persuasion, Impact, Communication), yang menunjukkan kategori "efektif" pada seluruh dimensi dengan skor tertinggi pada dimensi dampak (477). Kolaborasi influencer terbukti memperkuat kredibilitas pesan dan menjangkau audiens yang lebih tersegmentasi, dengan kontribusi pengaruh media sosial terhadap keterlibatan wisatawan mencapai 57,5%. Penelitian ini merekomendasikan penguatan kapasitas digital pelaku pariwisata, pengembangan creative hub lokal, serta penyusunan pedoman etika promosi dan manajemen kapasitas destinasi untuk mendukung pariwisata berkelanjutan di Kota Padang.
ANALYSIS OF THE STRUCTURAL DEVELOPMENT AND PERFORMANCE OF THE FOOD, BEVERAGE, AND TOBACCO PROCESSING INDUSTRY IN KUPANG CITY (2021–2024) Lino Pereira; Yasri Yasri; Rosyeni Rasyid
SULTANIST: Jurnal Manajemen dan Keuangan Vol. 14 No. 1S (2026): (International Conference ICEBEMA Dr. Soetomo University and ICEBesMA Prima I
Publisher : Sekolah Tinggi Ilmu Ekonomi Sultan Agung Pematangsiantar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37403/sultanist.v14i1S.815

Abstract

The development of the food, beverage, and tobacco processing industry represents a key indicator of regional economic dynamics. This study examines changes in industrial structure and performance in Kupang City during the 2021–2024 period. The research population consists of all 1,913 processing industry business units operating in Kupang City, employing a total of 5,616 workers. A census approach was applied to analyze the entire population. Secondary data were obtained from official publications of Statistics Indonesia (BPS), the Ministry of Industry, and regional economic reports. Data analysis employed a quantitative descriptive method using trend analysis, tables, graphical illustrations, and annual growth rate calculations. The findings indicate a substantial increase in the number of enterprises from 1,107 units in 2021 to 1,913 units in 2024, with the most pronounced expansion occurring in 2023. Employment absorption rose from 3,260 to 5,616 workers over the same period. Investment value reached IDR 148.56 billion, while production value amounted to IDR 164.69 billion, reflecting strengthened production capacity and heightened investor confidence. Sectoral growth was driven by supportive government policies, MSME expansion, technological adoption, and rising market demand, although constraints related to raw material availability and infrastructure remain. These results provide empirical evidence to support local government strategies aimed at reinforcing the processing industry in the future. Keywords: processing industry; industrial structure; industrial performance; economic growth; Kupang City.
Co-Authors A. Abror Adelya Asidiqhi Aldio Ferdinando Anni Faridah Astra Prima Budiarti Astri Yuza Sari Deni Suwandhani Dessy Trismiyanti Elida Febby Alexandra Feri Ferdian Fitri, Melyawati Frisca Sasri Dwitama Hapipah Hapipah Husnil Khatimah Lia Gustina Lino Pereira Muthia Roza Linda, Muthia Roza Nadila Aprilyra Putri Nabila Rahmi, Maulina Riza Yonita Rosyeni Rasyid Suhery, Suhery Sutiyem Sutiyem Thesa Alif Ravelby Vellya Shafira Vidya Rini Dwita Rini Dwita Vidyarini Dwita Wirnelis Syarif Yovan Almukarim Yunfajri Rahma Nofiasari Yunia Wardi Yunita Engriani Zulvia, Dewi