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All Journal Jurnal Online Mahasiswa (JOM) Bidang Ilmu Ekonomi Kinerja: Jurnal Ekonomi dan Manajemen YUME : Journal of Management Procuratio : Jurnal Ilmiah Manajemen Jurnal Bisnis Mahasiswa Journal of Artificial Intelligence and Digital Business West Science Business and Management West Science Interdisciplinary Studies International Journal of Multidisciplinary Approach Research and Science International Journal of Applied Economics, Accounting and Management (IJAEAM) West Science Interdisciplinary Studies Jurnal Manajemen dan Bisnis (J-Mabis)
Prima Andreas Siregar
Universitas Riau
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Environmental Science Health Professions Immunology & microbiology Social Sciences Other

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The Influence of Dynamic Capabilities on Innovation and Competitive Advantage: A Study of Sago Processed MSMEs in Meranti Islands Regency Andri; Samsir; Siregar, Prima Andreas
International Journal of Applied Economics, Accounting and Management (IJAEAM) Vol. 2 No. 4 (2024): July 2024
Publisher : MultiTech Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59890/ijaeam.v2i4.1829

Abstract

This study examines the influence of dynamic capabilities on innovation and competitive advantage in sago processed MSMEs in the Meranti Islands Regency. The sample consisted of 95 sago-processing MSMEs located in the Meranti Islands Regency. This study highlights the importance of dynamic capabilities in a VUCA (volatile, uncertain, complex, and ambiguous) business environments. The study argues that MSMEs must develop dynamic capabilities to adapt to a rapidly changing environment and survive intense competition. This study identifies three dimensions of dynamic capabilities: sensing, seizing, and transformation. Sensing capability enables companies to detect environmental changes and new market opportunities, while seizing capability helps them capture and exploit these opportunities. Transforming capabilities allow companies to change their existing activities and resources to produce competitive advantages. The study also emphasizes the role of innovation in increasing competitive advantage. Innovation helps companies meet consumer needs and desires, attract new customers, and retain existing customers. Overall, the study suggests that dynamic capabilities and innovation are critical factors for MSMEs to gain a competitive advantage in the Meranti Islands Regency sago industry
PENGARUH INFLUENCER, CONTENT MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI TIKTOK SHOP MELALUI KEPERCAYAAN KONSUMEN PADA GENERASI Z DI KOTA PEKANBARU Nurul Faoziyah; Henni Noviasari; Prima Andreas Siregar; Ishadi Ishadi
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5616

Abstract

This study aims to examine the influence of Influencer, Content Marketing, and Online Customer Review on Purchase Decisions with Consumer Trust as a mediating variable for Somethinc products on TikTok Shop among Generation Z in Pekanbaru City. The population in this study consists of Generation Z individuals in Pekanbaru who have purchased and used Somethinc products via TikTok Shop, with a total sample of 115 respondents selected using a purposive sampling technique. Data analysis was conducted using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) through the SmartPLS 4 application. The results show that Influencer, Content Marketing, and Online Customer Review significantly affect Consumer Trust. Furthermore, Consumer Trust significantly influences Purchase Decisions. Meanwhile, Influencer and Content Marketing do not have a significant direct effect on Purchase Decisions, whereas Online Customer Review has a significant effect on Purchase Decisions. In the mediation analysis, Influencer significantly affects Purchase Decisions through Consumer Trust, Content Marketing does not significantly affect Purchase Decisions through Consumer Trust, and Online Customer Review significantly affects Purchase Decisions through Consumer Trust. These findings confirm that consumer trust plays a crucial role in shaping purchase decisions for Somethinc products among Generation Z in Pekanbaru City. Therefore, the company should optimize the use of credible influencers, provide informative and consistent content marketing, and ensure transparent and high-quality online customer reviews to more effectively encourage purchase decisions. Penelitian ini bertujuan untuk mengetahui pengaruh Influencer, Content Marketing, dan Online Customer Review terhadap Keputusan Pembelian dengan Kepercayaan Konsumen sebagai variabel mediasi pada produk Somethinc di TikTok Shop pada Generasi Z di Kota Pekanbaru. Populasi penelitian mencakup masyarakat Kota Pekanbaru yang termasuk dalam Generasi Z dan pernah membeli serta menggunakan produk Somethinc melalui TikTok Shop, dengan jumlah sampel sebesar 115 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan pendekatan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa variabel Influencer, Content Marketing, dan Online Customer Review berpengaruh signifikan terhadap Kepercayaan Konsumen. Selanjutnya, Kepercayaan Konsumen berpengaruh signifikan terhadap Keputusan Pembelian. Sementara itu, Influencer dan Content Marketing tidak berpengaruh signifikan secara langsung terhadap Keputusan Pembelian, sedangkan Online Customer Review berpengaruh signifikan terhadap Keputusan Pembelian. Pada pengujian efek mediasi, Influencer berpengaruh signifikan terhadap Keputusan Pembelian melalui Kepercayaan Konsumen, Content Marketing tidak berpengaruh signifikan melalui Kepercayaan Konsumen, dan Online Customer Review berpengaruh signifikan melalui Kepercayaan Konsumen. Temuan ini menegaskan bahwa kepercayaan konsumen memiliki peran penting dalam membentuk keputusan pembelian produk Somethinc pada Generasi Z di Kota Pekanbaru. Oleh karena itu, perusahaan perlu mengoptimalkan penggunaan influencer yang kredibel, menghadirkan content marketing yang informatif dan konsisten, serta memastikan online customer review yang transparan dan berkualitas guna mendorong keputusan pembelian secara lebih efektif.
THE EFFECTIVENESS OF FLASH SALES AND ELECTRONIC WORD-OF-MOUTH ON CONSUMER BEHAVIOR: A QUANTITATIVE STUDY OF SHOPEE USERS IN PEKANBARU CITY Fakhri Hidayat; Aida Nursanti; Agnes Alvionita; Prima Andreas Siregar
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 2 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i2.5039

Abstract

This study aims to analyze the influence of Flash Sale promotions and electronic word-of-mouth (eWOM) on the purchase decisions and customer satisfaction of Shopee platform users in Pekanbaru City. This study employed a quantitative method with a Structural Equation Modeling (SEM) approach using SmartPLS 4.0. The sample consisted of 140 respondents who were Shopee users in Pekanbaru City and had made at least one purchase. The results indicate that Flash Sale promotions and eWOM have a positive and significant impact on purchase decisions. Purchase decisions also have a positive and significant effect on customer satisfaction. Additionally, purchase decisions significantly mediate the relationship between Flash Sale promotions, eWOM, and customer satisfaction. Thus, the more effective the Flash Sale promotions and the stronger the influence of eWOM, the higher the level of purchase decisions and customer satisfaction. Penelitian ini bertujuan untuk menganalisis pengaruh promosi Flash Sale dan electronic word-of-mouth (eWOM) terhadap keputusan pembelian dan kepuasan pelanggan pengguna platform Shopee di Kota Pekanbaru. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan SmartPLS 4.0. Sampel penelitian terdiri dari 140 responden yang merupakan pengguna Shopee di Kota Pekanbaru yang telah melakukan setidaknya satu kali pembelian di platform tersebut. Hasil penelitian menunjukkan bahwa promosi Flash Sale dan eWOM memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Keputusan pembelian juga memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Selain itu, keputusan pembelian secara signifikan memediasi hubungan antara promosi Flash Sale, eWOM, dan kepuasan pelanggan. Dengan demikian, semakin efektif promosi Flash Sale dan semakin kuat pengaruh eWOM, semakin tinggi tingkat keputusan pembelian dan kepuasan pelanggan.
Co-Authors Abd. Rasyid Syamsuri Adelia Dwi Anggita Agnes Alvionita Ahmad Rifqi Aida Nursanti Aida Nursanti Alvionita, Agnes Andri Anggita, Adelia Dwi Arrisky, Freshly Azmi, Fauzan Beny Wahyudi Eko Saputra Fakhri Hidayat Gatot Wijayanto Ghifary, Arya Hadi Henni Noviasari Henni Noviasari Hutabarat, Lentina Irawan, Dika Ishadi Ishadi Ishadi Ishadi Junaidi, Andi Jushermi Jushermi Jushermi Jushermi, Jushermi Mayang Sari Muhammad Nayoga Nayoga, Muhammad Noviani, Rima Nurul Faoziyah Primadayani, Syurti Putri MB, Riskia Adisty Raden Lestari Garnasih Rendra Wasnury Rima Noviani Samsir Samsir Samsir, Samsir Saniah, Badriati Sri Wahyuni Wildah Suhatman, Rido Sulistia, Mayang Tengku Firli Musfar Tengku Firli Musfar Tengku Firli Musfar Tyas, Rara Claudia Kusumaning wahyudi, beny Widayatsari, Any Zulfadil, Zulfadil