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All Journal Journal of Management and Entrepreneurship Research JOURNAL OF MARKETING BREAKTHROUGHS RESILIENCE OF SMALL MEDIUM BUSINESS
Dwi Erlin Effendi
Universitas Islam Nahdlatul Ulama Jepara, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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Scarcity Marketing and Impulse Buying in Live Commerce: The Mediating Role of Emotional Arousal and Social Influence Dwi Erlin Effendi
Journal of Marketing Breakthroughs Vol. 2 No. 1 (2026)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2026.2(1)-03

Abstract

Objective: This study aims to analyze the influence of scarcity marketing and social influence on impulse buying among live commerce consumers in Indonesia, while examining the mediating role of emotional arousal within the Stimulus-Organism-Response (S-O-R) framework. Research Design & Methods: Utilizing an explanatory quantitative research design, data were collected through an online Likert-scale questionnaire distributed via purposive sampling to 207 active live commerce users (e.g., Shopee Live and TikTok Shop) across Indonesia. The structural equation model was analyzed using Partial Least Squares (PLS-SEM). Findings: The empirical results indicate that both scarcity marketing and social influence have a positive and significant effect on emotional arousal and impulse buying. Interestingly, social influence exerts a stronger effect on impulse buying and emotional arousal than scarcity marketing in the live commerce environment. Furthermore, mediation analysis confirmed that emotional arousal significantly bridges the impact of both external marketing stimuli and social interactions on impulsive purchasing behavior. Contribution: This research extends the S-O-R framework by demonstrating how interactive real-time digital cues function as powerful emotional triggers. It enriches digital consumer behavior literature by shifting the focus from individualistic e-commerce to highly collaborative and socially-driven live streaming ecosystems in emerging markets. Novelty: The novelty of this study lies in the shift in the focus of live commerce research from a purely transactional perspective to in-depth psychological mechanisms. By integrating Cialdini’s principles of scarcity and social proof into the S-O-R framework, this study empirically demonstrates that Social Influence (β = 0.480) has a stronger effect than Scarcity Marketing (β = 0.392) in triggering emotional arousal and spontaneous purchases in emerging markets such as Indonesia.
BUSINESS INCUBATION THROUGH THE EYES OF SMES: PERCEIVED VALUE, SUPPORT MECHANISMS, AND ENTREPRENEURIAL MEANING-MAKING Dwi Erlin Effendi
Resilience of Small Medium Business Vol. 1 No. 1 (2025): Resilience of Small Medium Business
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-rsmb.2025.1(1)-05

Abstract

Objective: This study aims to explore the perceptions of MSME actors regarding the value of business incubation, the forms of support they receive during the incubation process, and how these experiences shape their understanding of entrepreneurship. This study stems from the need to understand business incubation not only from an institutional perspective, but also from the perspective of business actors as beneficiaries. Research Design & Methods: This study uses an exploratory qualitative approach with in-depth interviews with 30 SME actors from various sectors who have participated in business incubation programs. The data is analyzed using a phenomenological approach to reveal the dimensions of value perception, the most influential forms of support, and the process of meaning construction experienced during incubation. Findings: The results of the study indicate that SME entrepreneurs view business incubation as a process that provides value in the form of improved managerial capacity, market access, networking, and business legitimacy. The most meaningful support includes intensive mentoring, practical training, and access to strategic stakeholders. Furthermore, incubation facilitates the formation of new meaning in the role of entrepreneurship, namely the transition from conventional business actors to strategic and visionary entrepreneurs. Implications & Recommendations: These findings suggest that incubator institutions should design approaches that are more adaptive and based on the specific needs of SMEs. Integration between technical guidance and psychosocial reinforcement is needed in incubation programs to encourage a comprehensive transformation of the role of entrepreneurs. Public policy should also support the sustainability of community-based incubation programs and cross-sector partnerships. Contribution & Value Added: This study contributes to the entrepreneurship literature by emphasizing the importance of subjective dimensions in evaluating the effectiveness of business incubation, as well as introducing a meaning-making perspective in the context of SME development. The study also provides practical insights for policymakers and incubator managers to design more impactful interventions oriented toward long-term transformation.
The Effect of Financial Literacy, Entrepreneurial Characteristics, and Financial Inclusion on Business Performance Dina Kusumawati; Dwi Erlin Effendi
Journal of Management and Entrepreneurship Research Vol. 5 No. 1 (2024)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmers.2024.6.05.1-49

Abstract

Objective: Delays in business management make it difficult for the continued development of MSMEs. This study aims are analyzes financial literacy, entrepreneurial characteristics, and financial inclusion in business performance in processing industry SMEs in Jepara Regency. Research Design & Methods: The data used were obtained from interviews using a questionnaire. The number of samples used was 100 MSME actors selected by the Non-Probability Sampling technique. Data analysis was performed using multiple linear regression analysis methods. Findings: The results showed that financial literacy had a positive and significant effect on business performance, entrepreneurial characteristics had a positive and significant effect on business performance, financial inclusion had a positive and significant effect on business performance, and simultaneously, financial literacy, entrepreneurial characteristics, and financial inclusion had an effect on business performance. Implications and Recommendations: This research implies that the level of financial literacy will affect the making of important decisions in managing business finances, so MSME actors need to increase their financial literacy. The characteristics of a good entrepreneur owned by someone will have a positive orientation toward business performance. Good financial inclusion means that it is easy to use financial services so that they can help overcome problems in their business.
Co-Authors Dina Kusumawati