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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Jurnal Manajemen dan Kewirausahaan (JMDK) International Journal of Applied Business and International Management Jurnal Manajemen dan Kewirausahaan
Tri Desi Lestari
STIE Amkop Makassar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The PENGARUH E-WOM DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK HANASUI MAHASISWA IAIN KENDARI lestari daswan; Tri Desi Lestari; Fauzan Fauzan; Markoni Markoni; Hartini Hartini
Jurnal Manajemen dan Kewirausahaan Vol. 16 No. 2 (2024): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v16i2.2

Abstract

The purpose of this research is to determine (1) The influence of electronic word of mouth (e-WOM) on the decision to purchase Hanasui cosmetic products among IAIN Kendari students, (2) The influence of price on the decision to purchase Hanasui cosmetic products among IAIN Kendari students, (3) The influence of electronic word of mouth (e-WOM) and price on purchasing decisions for Hanasui cosmetic products among IAIN Kendari students. This research uses a purposive sampling technique. The sample in this study was 75 respondents. The data analysis technique uses multiple linear regression analysis. The results of this research show that e-WOM influences the decision to purchase Hanasui cosmetic products among IAIN Kendari students, price influences the decision to purchase Hanasui cosmetic products among IAIN Kendari students, e-WOM and product price influence the decision to purchase Hanasui cosmetic products among IAIN students Kendari.
Digital Marketing Strategies for Seaweed SMEs in South Sulawesi: An Application of the Technology Acceptance Model (TAM) Andi Putri Tenriyola; Nurfaisah Baharuddin; Tri Desi Lestari; Anis Anshari Mas'ud
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.14231

Abstract

This research expands the existing body of knowledge on e-commerce adoption among small and medium-sized enterprises (SMEs) by examining seaweed businesses in South Sulawesi, Indonesia, through the lens of the Technology Acceptance Model (TAM). The objective is to identify the factors influencing e-commerce adoption among seaweed SMEs, focusing on perceived ease of use, perceived usefulness, and self-efficacy. The study employs a quantitative approach, utilizing surveys distributed to seaweed business operators. Structural Equation Modeling (SEM) is used for data analysis to validate the relationships between the constructs proposed in the TAM framework. The findings reveal a significant positive relationship between perceived ease of use and e-commerce adoption. Furthermore, perceived usefulness and self-efficacy are identified as key mediators that enhance e-commerce adoption. This study also emphasizes the critical role of user attitude in mediating the relationship between ease of use, usefulness, self-efficacy, and e-commerce adoption. The results underscore the importance of raising awareness and understanding of e-commerce benefits among SMEs. Businesses should focus on providing high-quality, relevant information to boost user confidence and adoption rates. Consequently, this study makes a substantial contribution to the literature on digital management and marketing, offering practical guidance for SMEs to effectively leverage e-commerce.
From Intention to Implementation: Digital Marketing Challenges for Indonesian Seaweed SMEs Andi Putri Tenriyola; Anis Anshari Masud; Tri Desi Lestari
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4679

Abstract

This study examines how small and medium-sized enterprises (SMEs) producing seaweed-based products in South Sulawesi, Indonesia, implement digital marketing strategies, and why a gap persists between their intention to adopt such strategies and their capacity to enact them effectively. Adopting a qualitative, multi-case design, data were gathered from owners and managers of twenty SMEs through in-depth interviews, observation, and documentation, and analyzed thematically along four dimensions of digital-marketing competence: accessibility, interactivity, credibility, and informativeness. The Unified Theory of Acceptance and Use of Technology (UTAUT) serves as the interpretive lens. The findings reveal a consistent intention implementation gap: although most SMEs recognize the value of digital marketing and intend to use it, many struggle to translate this understanding into practice, particularly in producing accessible content, designing engaging visuals, leveraging marketing websites, and creating educational material. Interpreted through UTAUT, strong performance expectancy and social influence sustain adoption intentions, whereas effort expectancy and weak facilitating conditions constrain effective implementation. The study offers a context-specific account of SME digitalization in an under-researched agro-marine sector and highlights the need for targeted training and ecosystem support to close the implementation gap
Co-Authors Andi Putri Tenriyola Fauzan Fauzan Hartini Hartini Lestari Daswan Markoni Markoni Masud, Anis Anshari Nurfaisah Baharuddin