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All Journal International Journal of Pedagogy and Teacher Education Jurnal Pendidikan dan Kewirausahaan EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) TIN: TERAPAN INFORMATIKA NUSANTARA JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Transekonomika : Akuntansi, Bisnis dan Keuangan Communications in Humanities and Social Sciences Journal of Trends Economics and Accounting Research Jurnal Humaniora dan Ilmu Pendidikan Economics and Business Journal Jurnal Ilmiah Manajemen dan Kewirausahaan (JIMBE) (JUMPER) COSMOS Ecoducation META - JOURNAL INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE (INJOLE) INTERNATIONAL JOURNAL OF FINANCIAL ECONOMICS (IJEFE) Journal of Community Dedication
Benediktus Rolando
Department Of Management, Faculty Of Business And Management, Universitas Dinamika Bangsa, Indonesia
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Pengaruh Live Streaming Selling dan Discount Pada Tiktok Shop Rolando, Benediktus; Angelica, Natasya
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2092

Abstract

This study examines the influence of Live Streaming Selling and discounts on Impulse Buying  behavior among Gen Z on the TikTok Shop platform. The objective of this research is to understand how these two factors can trigger impulsive purchasing decisions among young users. The type of research conducted is quantitative, with a sample of 99 respondents who are students aged 17-27 years actively using TikTok. Data collection was carried out through the distribution of questionnaires containing a Likert scale to measure respondents' perceptions. Data analysis was performed using quantitative descriptive and correlational methods to determine the relationship between the variables. The results indicate that Live Streaming Selling has a significant influence (t=2.242, p=0.027) and discounts also have a significant effect (t=2.018, p=0.046) on Gen Z's Impulse Buying  behavior. Simultaneously, both variables demonstrate a strong influence (F=29.707, p<0.05) with a determination coefficient (R²) of 0.382, indicating that 38.2% of the variation in Impulse Buying  behavior can be explained by these two factors. The implications of this research suggest that marketers need to integrate live streaming strategies with attractive discount offerings, enhance interactivity during live streaming sessions, and design discount programs tailored to Gen Z preferences. These findings also suggest the importance of maintaining live streaming content quality and timing discount offers to optimize their impact on impulse purchasing decisions.
Pengaruh Viral Marketing Shopee Affiliate, Kualitas Produk, dan Harga Terhadap Minat Beli Konsumen Shopee Rolando, Benediktus; Nur Azizah, Fitrica; Karaniya Wigayha, Carmel
ARBITRASE: Journal of Economics and Accounting Vol. 5 No. 2 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v5i2.2167

Abstract

This study aims to examine the influence of viral marketing, product quality, and price on consumer purchase intention on the Shopee e-commerce platform. Data were collected through a questionnaire-based survey involving 100 university students in the Tangerang area, using a purposive sampling approach. The data were analyzed using multiple linear regression analysis, with validity, reliability, and classical assumption testing conducted via SPSS version 26 statistical software. The results indicate that all three independent variables have positive and significant effects on consumer purchase intention, with viral marketing (t-count=6.854, p=0.0394), product quality (t-count=5.994, p=0.001), and price (t-count=6.840, p=0.000) each exceeding the t-tabel value (1.650). The F-test (F=8.932 > F-tabel=2.28) confirms the simultaneous influence of these three variables. Theoretically, this study enriches the existing literature on consumer behavior by providing empirical evidence that supports marketing theories emphasizing the importance of digital strategies, product attributes, and pricing in shaping consumer choices, particularly in the e-commerce sector. From an industry perspective, the findings highlight the critical role of viral marketing in boosting consumer purchase intention and purchase decisions, suggesting that e-commerce platforms like Shopee should continue investing in digital marketing campaigns and influencer collaborations. Additionally, the study demonstrates that maintaining high product quality and offering competitive prices are key to driving purchase decisions, providing valuable strategic insights for businesses to refine their marketing, product management, and pricing strategies.
Antecedents of Students' Entrepreneurial Intentions in Indonesia: The Moderating Effect of Parental Involvement Rolando, Benediktus; Mulyono, Herry
TIN: Terapan Informatika Nusantara Vol 5 No 6 (2024): November 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v5i6.6057

Abstract

This study addresses the issue of higher education graduates in Indonesia favoring employment over entrepreneurship by examining the factors influencing entrepreneurial intentions among students at private universities in the Jabodetabek area, with a focus on the moderating role of parental involvement in the relationship between entrepreneurship education, academic support, and entrepreneurial intentions. Data were collected from 143 respondents through online questionnaires using a Likert scale, with a non-probability purposive sampling technique. The data analysis, conducted using SmartPLS 4 and Structural Equation Modeling (SEM), revealed that entrepreneurship education and academic support have significant direct effects on entrepreneurial intentions. Specifically, the T-statistic for entrepreneurship education was 4.831, exceeding the critical threshold of 1.65, with a P-value of 0.000, indicating a strong and significant positive influence on entrepreneurial intention. Similarly, academic support yielded a T-statistic of 3.253 and a P-value of 0.001, confirming a significant positive impact on entrepreneurial intention. However, parental involvement did not significantly moderate these relationships, as evidenced by a T-statistic of 1.399 (P-value of 0.162) for the moderation of entrepreneurship education and a T-statistic of 1.504 (P-value of 0.109) for the moderation of academic support, both of which fall below the required threshold of 1.65. These results suggest that while entrepreneurship education and academic support are critical in fostering entrepreneurial intentions, parental involvement does not significantly enhance their effects in this context. To promote entrepreneurial intentions among Indonesian students, it is recommended that educational institutions and government bodies implement curriculum improvements and provide additional support, while also encouraging parents to offer meaningful guidance and resources to support their children's entrepreneurial aspirations.
Social Media Marketing's Effect on Purchase Intentions for Puma: Mediation by Brand Image, Awareness, and Equity Rolando, Benediktus; Sunara, Nathaniel Toby
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.5598

Abstract

The rapid growth of social media platforms has revolutionized how brands interact with their customers. This study aims to quantitatively investigate the impact of social media marketing activities (SMMA) on customers' purchase intention for the Puma apparel brand in Indonesia, with brand image, brand awareness, and brand equity as mediating factors. The study first examines Puma’s promotional efforts across social media platforms such as Facebook, Twitter, Instagram, and YouTube. Using Structural Equation Modeling (SEM) with SmartPLS 3 software, the research evaluates the effectiveness of Puma's social media marketing activities in enhancing brand awareness, brand image, and brand equity. The data was collected from a sample of 93 Indonesian university students via an online survey. The findings reveal that social media marketing activities have a limited impact on brand awareness, brand equity, and brand image, with R-square values of 0.184, 0.303, and 0.279, respectively. Furthermore, we found that social media marketing activities have a positive and significant impact on brand awareness (P = 0.000, T = 4.591), brand image (P = 0.000, T = 6.596), and brand equity (P = 0.000, T = 6.027), which in turn significantly influence customers' purchase intention. Brand awareness and brand image are shown to positively affect purchase intention (P = 0.004, T = 2.056 for brand awareness; P = 0.001, T = 3.427 for brand image), while brand equity (P = 0.000, T = 4.325) also significantly contributes to purchase intention. However, the relationship between brand awareness and brand equity was not statistically significant (P = 0.482, T = 0.703). The R-square results further indicate a moderate impact of the independent variables on purchase intention (R² = 0.566). These findings provide valuable insights for brand managers and marketing professionals in the apparel industry, emphasizing the strategic use of social media marketing to drive customer engagement, build brand loyalty, and ultimately influence purchasing decisions.
Decoding the TikTok Effect: Influencers, Social Media, and Content Marketing Impact on Consumer Purchases Rolando, Benediktus; Yen, Yenny Chie Oi
Journal of Business and Economics Research (JBE) Vol 5 No 3 (2024): October 2024
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v5i3.5603

Abstract

This research paper examines the influence of content marketing, influencers, and social media platforms, particularly TikTok, on consumer purchasing decisions. The study aims to explore the factors that shape consumer behaviour and purchase intentions within the context of digital marketing strategies on platforms like TikTok. The research incorporates three independent variables: influencers (X1), content marketing (X2), and social media (X3), with the dependent variable (Y) being purchase decisions. Data were collected through a questionnaire-based survey of 100 university students in the Tangerang area, using a purposive sampling approach. The data were analysed using multiple linear regression analysis, with assessments of validity, reliability, and classical assumption testing, conducted via SPSS version 26 statistical software. The results confirm that all three independent variables—content marketing, influencers, and social media—have a positive and significant impact on consumer purchasing decisions. Specifically, the t-test results show that the t-value for influencers (X1), which encompasses dimensions such as communication skills, influence, authenticity, and expertise, is 101.690, exceeding the critical t-value of 1.660, thereby affirming its significant influence on purchasing decisions. Similarly, content marketing (X2), measured by dimensions of reliability, disbelief, and persuasion knowledge, recorded a t-value of 95.240, also surpassing the critical t-value. For social media (X3), the t-value was 98.764, again greater than the t-table value, confirming its significant effect on purchase decisions. In hypothesis testing, all alternative hypotheses (Ha1, Ha2, Ha3) were accepted, indicating that influencers, content marketing, and social media significantly influence the purchasing decisions of students in the Tangerang area who use TikTok. The null hypotheses (Ho1, Ho2, Ho3) were accordingly rejected. The study provides empirical evidence of the substantial role digital marketing strategies, particularly on TikTok, play in shaping consumer purchase decisions.
Pengaruh Endorsment dan Pembuatan Konten Viral Tiktok Pada Buying Behavior Customer Rolando, Benediktus; Ferdian, Kevin
Journal of Trends Economics and Accounting Research Vol 5 No 2 (2024): December 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v5i2.1472

Abstract

Tiktok is an application where their main focus is to provide short videos based on the user's interest and current trends that are happening. By taking advantage of said feature, a brand could increase the Tiktok user's brand awareness about their brand and products by making certain short videos using Endorsements and Viral Marketing concepts. This research aims to determine how Endorsements and Viral Marketing effects the Buying Behavior of a customer or a Tiktok user. This research is done by using the quantitative method with primary data coming from distributing questionnaires to one hundred (100) people who have the Tiktok application and have an understanding about the concept of Endorsements and Viral Marketing. Said primary data was analyzed using SPSS program through various tests that include validation (r > 0.3), reliability (Cronbach's Alpha > 0.6: Endorsement = 0.907, Viral Marketing = 0.889, Buying Behavior = 0.902), normality (skewness between -2 to +2 and kurtosis between -7 to +7), heteroscedasticity, and multicollinearity (VIF = 2.033 < 10). The multiple linear regression analysis showed significant positive effects of both Endorsement (β = 0.506, p < 0.001) and Viral Marketing (β = 0.562, p < 0.001) on Customer Buying Behavior. The F-test results (F = 158.809, p < 0.001) confirmed that both variables simultaneously influence buying behavior. From these statistical tests, this research concluded that Endorsements and Viral Marketing have a significant positive impact on customer buying behavior among Tiktok users.
Marketing Automation in E-Commerce: Optimizing Customer Journey, Revenue Generation, and Customer Retention Through Digital Innovation Rolando, Benediktus
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2039

Abstract

This research examines the implementation of marketing automation technologies in optimizing various customer journey touchpoints within e-commerce contexts. Through a comprehensive analysis of peer-reviewed articles from the Scopus database spanning 2020-2024, this study explores how marketing automation, particularly programmatic marketing, leverages advanced data analytics and machine learning to personalize customer interactions and optimize marketing effectiveness. Our systematic review reveals three key findings. First, the strategic implementation of marketing automation significantly enhances revenue generation through improved customer data analytics, predictive modeling, and dynamic pricing strategies, with studies showing increased conversion rates and higher customer lifetime value. Second, marketing automation demonstrates substantial impact on customer retention by enabling personalized experiences and proactive engagement, leading to increased customer satisfaction and loyalty. Third, successful implementation of marketing automation requires robust technological infrastructure, organizational alignment, and continuous optimization of marketing processes. The analysis also highlights that effective integration of predictive analytics and personalization plays a crucial role in driving customer engagement, while the combination of social media analytics and game theory provides businesses with comprehensive frameworks for optimizing competitive strategies. This review contributes to the existing literature by providing a systematic understanding of marketing automation's role in the e-commerce customer journey, highlighting key success factors, implementation challenges, and emerging trends in the field. The findings offer valuable insights for practitioners and researchers interested in leveraging marketing automation for enhanced business performance and competitive advantage in the rapidly evolving e-commerce landscape.
REVOLUTIONING E-COMMERCE: INVESTIGATING THE EFFECTIVENESS OF AI-DRIVEN PERSONALIZATION IN INFLUENCING CONSUMER PURCHASING BEHAVIOR Ingriana, Alberta; Rolando, Benediktus
Jurnal Ilmiah Manajemen dan Kewirausahaan (JUMANAGE) Vol 4 No 1 (2025): Volume 4 Nomor 1 Januari 2025
Publisher : LPPM Universitas Dinamika Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33998/jumanage.2025.4.1.2040

Abstract

The rapid advancement of artificial intelligence (AI) has revolutionized the e-commerce industry by enabling personalized shopping experiences that cater to individual consumer preferences and behaviors. This study employs a systematic literature review methodology, analyzing peer-reviewed articles from the Scopus database published between 2020-2024, to comprehensively examine the impact of AI-driven personalization on consumer behavior in e-commerce. The review methodology followed the PRISMA protocol, ensuring a rigorous and transparent selection process of relevant literature. The findings reveal three key impacts of AI-driven personalization. First, it enhances customer engagement through personalized recommendations, leading to a 15-30% increase in conversion rates. Second, it improves operational efficiency through AI-powered chatbots and automated customer service, reducing response times by up to 80%. Finally, it strengthens brand loyalty through personalized marketing campaigns, resulting in a 20-40% increase in customer retention rates. However, the study also highlights the importance of addressing ethical considerations, particularly data privacy concerns and the need for transparent data practices. The implications suggest that e-commerce businesses should prioritize AI integration while maintaining responsible data management to build consumer trust. The limitations of this research include the focus on a specific time frame and the reliance on a single database. Future research directions could explore the impact of emerging technologies, such as AR/VR, on personalized shopping experiences and investigate the long-term effects of AI-driven personalization on consumer behavior patterns. This systematic literature review contributes to a deeper understanding of how AI is transforming e-commerce and shaping consumer behavior. The findings underscore the significant potential of AI in enhancing customer engagement, operational efficiency, and brand loyalty, while emphasizing the critical importance of addressing ethical considerations in the rapidly evolving e-commerce landscape.
The Impact of E-Commerce on the Growth of Micro, Small, and Medium Enterprises in Indonesia Rolando, Benediktus
JURNAL PENDIDIKAN DAN KEWIRAUSAHAAN Vol 12 No 3 (2024)
Publisher : STKIP PGRI SITUBONDO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47668/pkwu.v12i3.1542

Abstract

This study examines the impact of e-commerce on the growth and development of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia through a systematic literature review analyzing 46 peer-reviewed references from the Scopus and Google Scholar database. The research employs qualitative synthesis to capture the nuanced experiences of MSME owners and stakeholders in their digital transformation journey. By systematically reviewing and synthesizing findings from prior research, the study provides a comprehensive understanding of how e-commerce adoption influences business performance, market expansion, and operational sustainability. The analysis reveals that e-commerce has significantly transformed MSMEs by enabling broader market reach, streamlining business processes, enhancing operational efficiency, and generating increased revenue streams. However, the study also identifies critical challenges impeding widespread digital adoption, including low digital literacy among entrepreneurs, inadequate technological infrastructure, limited access to digital financing, and complex regulatory frameworks. These barriers particularly affect MSMEs in rural and remote regions, creating a digital divide in Indonesia's MSME ecosystem. The findings contribute valuable insights for policymakers, business support organizations, and technology providers in developing targeted interventions to accelerate successful e-commerce adoption among Indonesian MSMEs.
Navigating Change: A Systematic Analysis of Business Models and Innovation in Indonesia's Event and Decoration Sector Rolando, Benediktus; Mulyono, Herry; Ingriana, Alberta
TIN: Terapan Informatika Nusantara Vol 5 No 8 (2025): January 2025
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v5i8.6851

Abstract

The event and decoration industry in Indonesia has experienced significant transformation over the past decade, driven by changing consumer preferences, technological advancements, and growing environmental awareness. As the industry expands and evolves, it faces complex challenges at the intersection of business sustainability, environmental responsibility, and market demands. This qualitative literature review examines these dynamics while focusing on sustainability practices and innovative solutions. This study addresses three key objectives: (1) analyzing operational challenges including environmental sustainability, resource efficiency, and market adaptation; (2) evaluating these challenges' impact on service delivery and customer experience; and (3) developing actionable recommendations for enhancing industry sustainability and innovation. Using a qualitative systematic literature review methodology, the research synthesizes findings from 46 peer-reviewed articles published between 2019-2024, sourced from academic databases including Scopus and Google Scholar . The analysis reveals that the industry faces significant challenges in waste management, sustainable material sourcing, and meeting evolving consumer preferences for eco-friendly services. Key findings highlight the effectiveness of circular economy principles, sustainable design practices, and environmental partnerships in addressing these challenges. The study also identifies how emerging technologies, particularly digital management systems and recycling innovations, can enhance operational efficiency while reducing environmental impact. This research contributes to the growing body of knowledge on sustainable event management practices while providing practical insights for industry stakeholders.
Co-Authors Al-Amin Al-Amin, Al-Amin Alhima Nurmala Dea Angelica, Natasya Dewi, Komala Enty Evasari Simanjuntak Ferdian, Kevin Herry Mulyono Ignatius Septo Pramesworo Ignatius Septo Pramesworo Iiz Izmuddin Ingriana, Alberta Ingriana, Alberta Ingriana Johni Paul Karolus Pasaribu Karaniya Wigayha, Carmel Loso Judijanto Mohamad Khairi Bin Haji Othman Mohamad Khairi Bin Haji Othman Nur Azizah, Fitrica Nuraini, Ike Purnama, Benni Rahmat Rahmat Rantetandung, Delizea Christy Disa Rina Apriliani Rina Hartanti Robby Cahyadi Robby Cahyadi Silvia Ekasari SILVIA EKASARI Sunara, Nathaniel Toby Tanuwijaya, Michael Utami, Febby Nanda Wijaya, Felix Winata, Vannes Winaya, Ni Nyoman Teristiyani Yen, Yenny Chie Oi ZUWARDI, ZUWARDI