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All Journal Journal of Management and Digital Business Jurnal Pengabdian Masyarakat Bestari (JPMB)
Pakpahan, Arnolt
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Starting a Business Strategy for Prospective Entrepreneurs Aseanty, Deasy; Warsindah, Lucy; Pakpahan, Arnolt; Didi, Didi; Triyani, Triyani
Jurnal Pengabdian Masyarakat Bestari Vol. 3 No. 12 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jpmb.v3i12.12951

Abstract

Starting a business is an exciting yet challenging endeavor that requires careful planning, strategic thinking, and a clear understanding of the market. This activity explores effective startup strategies specifically designed for aspiring entrepreneurs who want to turn an innovative idea into a successful business. Key focus areas include market research, business model development, resource allocation, and leveraging digital tools for growth. This activity highlights the importance of identifying target audiences, minimizing risk through lean startup methodologies, and creating value-driven solutions to meet customer needs. This activity also emphasizes the role of networking, mentorship, and adaptability in navigating the dynamic business landscape. By adopting these strategies, aspiring entrepreneurs can increase their chances of building sustainable and scalable ventures while driving innovation and economic growth.
Nilai emosional dan minat beli konsumen: Studi empiris pada platform Tiktok shop di indonesia Pakpahan, Arnolt; Ekasari, Ayu; Chandra, Kristian
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2190

Abstract

This study aims to analyze the influence of emotional value on consumers' buying interest on the TikTok Shop platform and to affirm the role of emotions in the social media-based purchase decision-making process. The study used a quantitative, survey-based approach among TikTok users who had interacted with sales content. Data was collected through an online questionnaire using a five-point Likert scale and analyzed using the Partial Least Squares (PLS) method with the help of SmartPLS software. The results showed that emotional value had a positive and significant effect on consumer buying interest, with the model's predictive ability being moderate to strong. These findings confirm that positive emotional experiences, such as happiness, satisfaction, and entertainment, are important drivers of purchase intent in the context of social commerce. The novelty of this research lies in the empirical testing of emotional value as the main determinant of buying interest in the TikTok Shop ecosystem using the PLS approach, which remains underdeveloped in digital marketing studies in Indonesia, as well as in the emphasis on shifting marketing strategies from rational aspects to consumer emotional experiences.
Co-Authors Aseanty, Deasy Ayu Ekasari Fe, Didi Lucy Warsindah Triyani Triyani