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All Journal Jurnal Ekonomi Review of Applied Accounting Research
Nindi Kamila Indawati
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Economics, Econometrics & Finance

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The Effect Of Marketing Knowledge Competency And Entrepreneurial Orientation On Marketing Performance Through Marketing Capability In Tempe SMEs In Situbondo Regency Dassucik, Dassucik; Raudatul Jannah; Yudha Praja; Nindi Kamila Indawati
Jurnal Ekonomi Vol. 13 No. 03 (2024): Jurnal Ekonomi, Edition July -September 2024
Publisher : SEAN Institute

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Abstract

Small and Medium Industries are the largest industries in Indonesia that have an important role in the Indonesian economy because they can drive economic growth and are a source of new entrepreneurial creation. Small and medium industries are expected to be more creative and prepare marketing strategies to face increasingly complex changes in the business environment. This study aims to determine the influence of marketing knowledge competency, entrepreneurial orientation, and marketing capability on marketing performance in Tempe SMEs.This study was conducted based on the gap in previous research results (research gap) and the difference in focus of discussion on entrepreneurial orientation and the influence of knowledge competence and company capabilities on marketing performance. This study was conducted by taking the object of research in Small and Medium Industries on a small scale in Situbondo City totaling 190 SMEs with new entrepreneurial elements. The sampling technique used was purposive sampling. The number of respondents determined as the research sample was 100 people. The analysis technique used to interpret and analyze the data in this study was the Structural Equation Model (SEM) technique from the AMOS software package. From the results of hypothesis testing, it is proven that the entrepreneurial orientation factor and market knowledge competence have a significant positive effect on marketing capability and marketing performance. Influence analysis is needed to determine the extent of the influence of exogenous variables on endogenous variables both directly and indirectly. The magnitude of the influence of each exogenous variable on the endogenous variable is directly apparent. entrepreneurial orientation and marketing knowledge competence there is a direct influence of entrepreneurial orientation and marketing knowledge competence on marketing capability of 0.499 and 0.281. Then there is also a direct influence on entrepreneurial orientation, marketing knowledge competence, and marketing capability of 0.353 and 0.186, and 0.555.
Dampak Social Commerce Dan Live-Streaming Terhadap Minat Beli Produk Kecantikan Gen Z Menggunakan Pendekatan Systematic Literature Review Nindi Kamila Indawati; Putri Nabilla Rasidi; Ulin Nikmah; Sandiyanto; Dassucik
Review of Applied Accounting Research (RAAR) Vol. 6 No. 1 (2026): Review Of Applied Accounting Research (RAAR)-February
Publisher : Lembaga Publikasi Ilmiah dan Penerbitan (LPIP)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/raar.v6i1.29670

Abstract

Pertumbuhan social commerce dan fitur live streaming mendorong perubahan perilaku belanja digital Generasi Z, namun temuan empiris mengenai dampaknya terhadap niat beli produk kecantikan masih tersebar dan belum terpetakan secara sistematis, termasuk indikasi bahwa efektivitas live streaming dapat bergantung pada faktor kepercayaan, ulasan, dan kredibilitas pihak yang melakukan siaran. Studi ini bertujuan menyintesis bukti empiris tentang pengaruh social commerce dan live streaming terhadap niat beli produk kecantikan pada Generasi Z serta mengidentifikasi faktor-faktor kunci yang memperkuat/melemahkannya. Penelitian menggunakan pendekatan Systematic Literature Review (SLR) dengan sumber data Google Scholar. Artikel diseleksi melalui kriteria inklusi–eksklusi pada rentang publikasi 2020–2025, dan diperoleh 10 artikel untuk dianalisis secara deskriptif-tematik. Hasil sintesis menunjukkan bahwa secara umum social commerce dan live streaming berpengaruh positif dan signifikan terhadap niat beli Generasi Z, terutama ketika didukung oleh interaktivitas, visualisasi produk, kredibilitas host/influencer, promosi, serta ulasan pelanggan yang transparan. Kontribusi ilmiah SLR ini adalah (1) memetakan determinan yang paling konsisten dilaporkan, (2) menyoroti inkonsistensi temuan pada kondisi tertentu (misalnya ketika kepercayaan belum terbentuk), dan (3) mengusulkan riset lanjutan terkait peran mediasi/moderasi kepercayaan serta kebutuhan desain studi yang lebih beragam. Secara praktis, pelaku bisnis disarankan memprioritaskan strategi trust-building melalui informasi kredibel, demonstrasi produk yang jelas, dan pengelolaan ulasan yang akuntabel agar social commerce dan live streaming lebih efektif mendorong niat beli.
Co-Authors Dassucik Dassucik, Dassucik Putri Nabilla Rasidi Raudatul Jannah Sandiyanto Ulin Nikmah Yudha Praja