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All Journal JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) ASEAN Marketing Journal
Utami, Christina
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Decision Sciences, Operations Research & Management Social Sciences

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ENTREPRENEURIAL ECOSYSTEM, ENTREPRENEURIAL SELF-EFFICACY, AND ENTREPRENEURIAL INTENTION IN HIGHER EDUCATION: EVIDENCE FROM EAST JAVA Syahrin, Nabila; Sumaji, Yoseva; Utami, Christina
JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi). Vol 11 No 1 (2024): JMBI UNSRAT Volume 11 Nomor 1
Publisher : FEB Universitas Sam Ratulangi Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/jmbi.v11i1.54548

Abstract

The main objective of this study is to conduct an empirical analysis of the influence of entrepreneurial ecosystem factors (EE) and entrepreneurial self-efficacy (ESE) on entrepreneurial intention (EI). This study also used the role of location as a control variable in this relationship. The population used in this study is among students both in East Java and outside East Java. The sample data obtained by 200 respondents and analyzed using the PLS-SEM approach with the help of Smart PLS 3.0. The results showed that EE had a significant positive effect on student EI. Meanwhile, ESE has a negative influence on EI when directly related, but if treated as a moderator variable, it can strengthen the relationship between EE and EI, although it has not had significant results, To further examine the role of this moderator, the researchers also elaborated the ESE factor with other variables such as Location, Gender, and Age using the ANOVA Two-Way Interaction Test and concluded that ESE can function as Substantial catalysts in encouraging people to embark on entrepreneurial ventures, but the role of the ESE tends to fluctuate, especially as we age.
Three Decades of Digital Marketing: A Systematic Literature Review of Strategic Shifts, Ethical Issues, and Innovation Paths Poernomo, Winarto; Bernardus, Denny; utami, christina; Dewi, Liliana
ASEAN Marketing Journal Vol. 18, No. 1
Publisher : UI Scholars Hub

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Abstract

Manuscript type: Review Paper. Research Aims: This study aims to examine the evolution of digital marketing over the past three decades and identify the technological, strategic, and behavioral transformations shaping contemporary digital marketing practices. Design/methodology/approach: This study employs a systematic literature review (SLR) approach by synthesizing previous academic studies related to digital marketing development, emerging technologies, consumer behavior, and marketing strategies across digital platforms. Research Findings: The findings reveal three major phases in the evolution of digital marketing: the foundational era of website-based marketing, the expansion of social media and mobile engagement, and the current era characterized by artificial intelligence, big data analytics, automation, immersive technologies, and blockchain integration. Despite the advantages of enhanced efficiency and customer engagement, challenges such as digital fatigue, privacy regulations, and ethical misuse of technology remain significant concerns. Theoretical Contribution/Originality: This study contributes to the digital marketing literature by providing a comprehensive overview of the historical evolution and emerging trends in digital marketing, while integrating technological, strategic, and ethical perspectives into a unified framework. Practitioner/Policy Implication: The study suggests that marketers and organizations should adopt responsible and ethical digital marketing practices while leveraging advanced technologies to improve customer engagement and marketing effectiveness. Research limitation/Implications: This study is limited to secondary data derived from existing literature and does not include empirical investigation. Future research is recommended to explore AI ethics, metaverse marketing, blockchain-enabled transparency, and the long-term impact of emerging technologies on consumer behavior. Keywords: Marketing, Digital Marketing Evolution, Social Media Marketing, AI and Marketing Automation, Marketing Technology, AI Marketing
Co-Authors Denny Bernardus Liliana Dewi Poernomo, Winarto Syahrin, Nabila Yoseva Maria Pujirahayu Sumaji