Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Journal of Entrepreneurship & Business International Journal of Entrepreneurship, Business, and Creative Economy
Djayapranata, Grace Felicia
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
What Drives the Purchase of MSME Products? The Role of Social Media Marketing in Emerging Markets Auliandri, Tuwanku Aria; Setyawan, Andhy; Djayapranata, Grace Felicia; Lestari, Yetty Dwi; Kartika, Nurullaily; Barinta, Dunga Dwi; Khaira, Nurul; Musthofa, Zainul
International Journal of Entrepreneurship, Business and Creative Economy Vol. 5 No. 1 (2025): January
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/ijebce.v5i1.2868

Abstract

This research aims to identify external factors that influence purchase intention in the use of social media for Micro, Small and Medium Enterprises (MSMEs) in emerging markets, focusing on how user attitudes towards social media marketing strategies can influence consumer intentions to purchase MSME products. Quantitative approach is used with an explanatory research type, by collecting survey data from 413 social media users who engage with MSME products in East Java, Indonesia. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to determine the significance of each factor. The results show that interactivity, informativeness, word of mouth (WOM), personalization, trendiness, entertainment, usefulness, and flow experience significantly positively affect Purchase Intention. Conversely, Irritation has a negative effect. User attitude towards social media is an important mediating factor that strengthens the influence of these variables on purchase intention, suggesting that positive experiences on social media can increase consumers' likelihood of purchase. Limitation of this study is conducted only within specific geographical area (East Java), which may affect the generalizability of the results. Further research can be conducted with a broader sample to validate these findings in other regions and markets. This research provides insights into the role of social media attributes and user experience in driving Purchase Intention in the MSME sector in emerging markets. It highlights the importance of positive user attitudes, thus filling the research gap regarding the impact of social media on consumer behavior in the context of MSMEs.
From Campus to Business: The Impact of University Support, Subjective Norms, and Attitudes On Students Entrepreneurial Intentions Setyawan, Andhy; Subali, Stefanus Budi Widjaja; Djayapranata, Grace Felicia
Journal of Entrepreneurship & Business Vol. 6 No. 2 (2025): Journal of Entrepreneurship and Business (June)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v6i2.7498

Abstract

Purpose: Entrepreneurship is one solution to overcome the problem of unemployment; therefore, this study aims to determine the factors that influence entrepreneurial intentions Method: This study using 208 data respondents. Collecting data through online survey with judgmental sampling. The data analyzed with SEM Methods. Result: Based on this findings, perceived university support plays important role to boost the subjective norm and positive attitude towards entrepreneurship. The subjective norm and positive attitude had effect on forming entrepreneurial intention. This result has effect on management decision making.
Co-Authors Andhy Setyawan, Andhy Barinta, Dunga Dwi Kartika, Nurullaily Khaira, Nurul Musthofa, Zainul Subali, Stefanus Budi Widjaja Tuwanku Aria Auliandri, Tuwanku Aria Yetty Dwi Lestari