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All Journal International Journal of Entrepreneurship, Business, and Creative Economy Applied Quantitative Analysis (AQA)
Alam, Priyono Joko
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Social Media Marketing and Purchasing Decision among Generation Z consumers Torres, Patrixia Gliezel; Alam, Priyono Joko; Wati, Lela Nurlaela
Applied Quantitative Analysis Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.1886

Abstract

This research identified the strategies that enable small and medium-sized enterprises (SMEs) to leverage social media in engaging Generation Z consumers. Understanding how SMEs utilize social media and implement best practices is crucial for fostering business-to-consumer relationships.The study assessed the level of utilization of social media marketing, specifically electronic word-ofmouth (eWOM), trust, and the level of purchasing decision factors (awareness, interest, desire, and action) among Generation Z consumers in Los Baños, Laguna. The findings reveal that social media marketing, particularly eWOM, was fully utilized by Generation Z consumers in Los Baños, Laguna, indicating its significance in influencing their purchasing decisions. This research used a quantitative research design with a total of 380 respondents of Generation Z residing in Los Baños, Laguna. The instrument used was an adopted survey-questionnaire that is already validated by the previous researcher and to be improved and validated by the adviser. Overall, this research provides valuable insights into the relationship between social media marketing and Generation Z consumers' purchasing decisions. Understanding and leveraging these insights can help businesses effectively engage with this influential consumer segment and drive business growth in the digital age
Micro, Small, and Medium Enterprises Based on Creative Economy Increasing the Competitiveness Excellence of The Modern Night Market Perdanaria Jakarta Alam, Priyono Joko; Wati, Lela Nurlaela; Marlianingrum, Peggy Ratna
International Journal of Entrepreneurship, Business and Creative Economy Vol. 4 No. 1 (2024): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v4i1.1557

Abstract

Micro, small, and medium enterprises, especially those based on a creative economy, contribute to productive employment because they do not require specific requirements such as gender, education level, and capital, which are not defined using simple and easy-to-understand techniques. The creative economy in October 2021 contributed 7.8% of GDP and in 2022 targets US$ 25.14 billion. Creative economy-based MSMEs are an embodiment of optimism and positive aspirations in supporting and realizing the vision of an advanced Indonesia. The aim of this research was to analyze the competitive advantages of the Perdanaria Jakarta Modern Night Market. This study uses a qualitative approach with in-depth observation. The data used in this study are primary data obtained through structured interviews with micros mall medium enterprises based on creative economy, the management and crew of the Perdanaria Jakarta Modern Night Market. Based on observations and interviews with the owner of the Perdanaria Jakarta Modern Night Market, it can be seen that creative economy-based MSMEs have implemented their activities with creative and innovative ideas in presenting their products and marketing to attract and arouse consumer tastes with various models (fashion), flavors and variants (culinary) and fine arts. The results of this study can be generalized to other creative economies.
Co-Authors Marlianingrum, Peggy Ratna Torres, Patrixia Gliezel Wati, Lela Nurlaela