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All Journal Journal of Enterprise and Development (JED) Coopetition : Jurnal Ilmiah Manajemen
Dian Martha Nurrul Amanah
Bina Nusantara University, Indonesia
Economics, Econometrics & Finance Education Social Sciences Other

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Pengembangan Kewirausahaan Digital di Indonesia Nurul Aini; Dian Martha Nurrul Amanah; Novinda Krisna Putri
Coopetition : Jurnal Ilmiah Manajemen Vol. 14 No. 2 (2023): Coopetition : Jurnal Ilmiah Manajemen
Publisher : Program Studi Magister Manajemen, Institut Manajemen Koperasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32670/coopetition.v14i2.3264

Abstract

P The potential for the digital economy in Indonesia is enormous and is predicted to continue to grow. Indonesia is a very strategic market for digital products and services. The effect of using technology also influences the individual's desire to start a business. This research will examine how the concept of developing digital entrepreneurship in Indonesia uses the basic theory that is generally used in the field of government, namely the theory of policy actors. This study aims to provide a comprehensive analysis of the development of digital entrepreneurship in the digital economy era in Indonesia. The benefits of this research are expected to contribute to the discovery of digital entrepreneurship development in Indonesia. This research is an explorative qualitative research based on literature and literature study. Data analysis techniques are carried out by analyzing the contents of the data that has been collected. Based on the analysis that has been carried out, the development of digital entrepreneurship in Indonesia has been carried out using the pentahelix approach model which has involved 5 stakeholders namely government, business, academia, community and mass media. Each stakeholder has been well realized and synergizes with each other. The development of digital entrepreneurship must continue to be carried out with the development of access to internet technology and digitally literate human resources.
The effect of experience economy on augmented reality-based marketing apps: a study of consumer satisfaction Dian Martha Nurrul Amanah; Novinda Krisna Putri; Nurul Aini
Journal of Enterprise and Development (JED) Vol. 5 No. 3 (2023): Journal of Enterprise and Development (JED)
Publisher : Faculty of Islamic Economics and Business of Universitas Islam Negeri Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20414/jed.v5i3.8014

Abstract

Purpose — The objective of this paper is to examine the impact of the experience economy on augmented reality-based marketing apps and their influence on consumer satisfaction.Method — The research strategy employed in this study is a quantitative approach, utilizing survey methods. The primary data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The process of data collection encompassed the distribution of online questionnaires to participants who actively utilize smartphones. These participants were then required to engage with one of the five augmented reality marketing applications selected for this study: Shopee (Beauty Cam), Sephora (Virtual Artist), IKEA Place, Dulux (Visualizer), and Kinder Joy (Applaydu). To enhance the robustness of the findings, a total of 230 respondents were included in this study.Result — The study revealed that aesthetics have a positive influence on entertainment, learning, and escapism. Furthermore, entertainment, learning, and escapism have a positive influence on satisfaction.Contribution — The academic contribution of this study lies in its meticulous replication undertaken within a unique contextual setting featuring variations in subjects, objects, and research environments. This deliberate approach not only serves to reinforce the existing knowledge base but also elevates its applicability across diverse scenarios. The study's core scholarly merit emerges from its comprehensive exposition of the intricate mechanisms through which the augmented reality experience economy influences customer satisfaction, all situated within the distinctive socio-cultural and economic landscape of Indonesia.
Co-Authors Novinda Krisna Putri Nurul Aini Nurul Aini