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All Journal Dinasti International Journal of Digital Business Management Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Greenation International Journal of Economics and Accounting
Soares, Casimiro
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The The Effect of Digital Marketing Strategies, Electronic Word of Mouth (E-Won), and Brand Image on Purchase Intention in Tiktok Shop: The Mediating Role of Customer Trust Pinto, Leonardo; Rahmawaty, Anisa; Miswanto; Biyanto, Frasto; Siregar, Baldric; Soares, Casimiro
Dinasti International Journal of Digital Business Management Vol. 6 No. 4 (2025): Dinasti International Journal of Digital Business Management (June - July 2025)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijdbm.v6i4.5044

Abstract

This study aims to examine the influence of Digital Marketing Strategies, Electronic Word of Mouth (E-WOM), and Brand Image on consumer purchase intention in TikTok Shop, with Customer Trust as a mediating variable. The approach used is quantitative with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis technique. Data was collected through an online questionnaire distributed to 180 respondents who are TikTok Shop users in the Yogyakarta region. The results of the analysis indicate that Brand Image significantly influences Customer Trust and Purchase Intent, and is significantly mediated by Customer Trust. Conversely, Digital Marketing Strategy and E-WOM do not show significant direct or indirect effects on Purchase Intent. Nevertheless, both still contribute to building trust, albeit with relatively small effects. The R-Square values of 0.715 for Customer Trust and 0.791 for Purchase Intent indicate that the model has high predictive power. The Q² test results also support this conclusion, with predictive values above the recommended threshold. This study reinforces the role of Brand Image as a dominant factor in shaping consumer purchase intent, while highlighting the importance of building trust as a key element in digital marketing strategies. The findings also indicate that despite the widespread availability of digital information, consumer purchase intent remains influenced by their perceptions, attitudes, and beliefs, consistent with the Theory of Planned Behavior (TPB) framework used in this study.
Human Resource Competency Development as an Environmentally Friendly Entrepreneurship Strategy in MSME Cafés in Ermera, Timor-Leste (A Conceptual Study) Soares, Casimiro; Sudarmiatin, Sudarmiatin; Handayati, Puji; Suharsono, Naswan
Greenation International Journal of Economics and Accounting Vol. 3 No. 4 (2025): Greenation International Journal of Economics and Accounting (December 2025 - F
Publisher : Greenation Research & Yayasan Global Resarch National

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/gijea.v3i4.682

Abstract

This article aims to analyze human resource (HR) competency development as a strategy for realizing environmentally friendly entrepreneurship in MSME cafés in Ermera Regency, Timor-Leste. This study is conceptual in nature, examining various theories and current empirical findings related to HR competency, sustainable entrepreneurship, and environmentally friendly business practices in the MSME sector. HR competency development is seen as an important foundation for MSMEs in adopting green entrepreneurial behavior, including innovation capabilities, environmental knowledge, sustainable attitudes, and managerial skills that support resource efficiency. This study found that structured HR competency can encourage the emergence of environmentally friendly entrepreneurial strategies, such as waste reduction, efficient energy use, environmentally friendly product innovation, and strengthening the image of green businesses. Through conceptual analysis and theoretical integration, this article offers a conceptual model that explains the relationship between HR competency development and environmentally friendly entrepreneurial strategies in the context of MSME cafés. Theoretically, this study enriches the literature related to green entrepreneurship, while practically, it provides an overview for MSMEs, local governments, and supporting institutions to design HR development programs that are more oriented towards sustainability.
Optimizing Digital Marketing to Increase Awareness, Purchase Intention, and Consumer Retention: A Conceptual Study on MSMEs in Timor Leste do Ceu Fatima, Arlindo; Soares, Casimiro; das Neves, Cipriano Bruno
JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK) Vol 6 No 2 (2025): Desember
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Muslim Nusantara Al-Washliyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32696/jimk.v6i2.6226

Abstract

The development of digital technology has transformed traditional marketing patterns into digital-based strategies that are more interactive, efficient, and broad-reaching. For Micro, Small, and Medium Enterprises (MSMEs) in Timor Leste, the implementation of digital marketing presents a strategic opportunity to increase competitiveness, particularly in building awareness, driving purchase intention, and strengthening consumer retention. This article aims to examine the role of digital marketing optimization in influencing MSME consumer behavior through a review of current literature, relevant theoretical approaches, and primary data collection from MSMEs in Timor Leste. Through in-depth interviews with 15 MSME owners and a survey of 120 MSMEs across Dili, Baucau, and Maliana, this research highlights both the opportunities and challenges in digital marketing adoption. The study reveals the integration of various digital marketing elements, such as social media, content marketing, and e-commerce platforms, which are considered capable of expanding brand exposure, increasing consumer trust, and creating long-term relationships with customers. The primary data findings indicate that while 88% of MSMEs recognize the importance of digital marketing, only 35% actively implement comprehensive digital strategies due to challenges in digital literacy, infrastructure limitations, and resource constraints. Academically, this study contributes to enriching the digital marketing literature in the context of developing countries. Practically, the results of this study are expected to serve as a strategic reference for MSMEs in Timor Leste in optimizing the use of digital technology to expand markets and improve business sustainability.
Digital Transformation of MSMEs in Timor Leste: A Conceptual Study of the Role of Technology Adoption, Government Support, and Digital Training on Competitiveness das Neves, Cipriano Bruno; Soares, Casimiro; Ceu Fatima, Arlindo de; Araujo Tilman, Adolfo de; Gusmão, Leocadia Soares; da Costa, Caetano
JURNAL ILMU MANAJEMEN DAN KEWIRAUSAHAAN (JIMK) Vol 6 No 2 (2025): Desember
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis, Universitas Muslim Nusantara Al-Washliyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32696/jimk.v6i2.6229

Abstract

MSMEs in Timor-Leste play a crucial role in driving national economic growth, yet they still face significant challenges in enhancing their competitiveness in the digital era. This conceptual study aims to outline the role of information technology adoption, government support, and digital training in driving MSME digital transformation. This study employs a literature review approach combined with primary data collection, reviewing various academic sources, policy reports, relevant previous research findings, and conducting field research with local MSMEs. Through descriptive-analytical analysis, the study identifies that technology adoption can accelerate business efficiency and innovation, government support serves as a catalyst through regulations, incentives, and infrastructure, while digital training contributes to increasing human resource capacity. These three factors complement each other and have the potential to strengthen MSME competitiveness both locally and globally. This study emphasizes that digital transformation is not only a requirement but also a crucial strategy for the sustainability of MSMEs in Timor-Leste. Therefore, the results of this study can serve as a basis for policy formulation, business strategies, and further research related to strengthening MSMEs in facing the challenges of digitalization.
Co-Authors Araujo Tilman, Adolfo de Baldric Siregar BIYANTO, FRASTO Ceu Fatima, Arlindo de da Costa, Caetano das Neves, Cipriano Bruno do Ceu Fatima, Arlindo Gusmão, Leocadia Soares Miswanto Miswanto Naswan Suharsono Pinto, Leonardo Puji Handayati Rahmawaty, Anisa Sudarmiatin