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All Journal Jurnal Manajemen dan Pemasaran Jasa Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Triany, Novika Ayu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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DARI LAYAR KE LARIS MANIS : SINERGI LIVE STREAMING DAN VIRAL MARKETING DALAM MEMBERDAYAKAN UMKM WISATA BERBASIS KOMUNITAS DI SULAWESI SELATAN Erwin, Erwin; Suade, Yuyun Karystin Meilisa; Monalisa, Monalisa; Triany, Novika Ayu
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5895

Abstract

Tourism in South Sulawesi holds significant potential, yet Micro, Small, and Medium Enterprises (MSMEs) within the sector frequently encounter challenges in expanding market reach and enhancing competitiveness. This study investigates the contributions of live streaming, viral marketing, and local community co-creation to the competitiveness of tourism MSMEs. This descriptive quantitative study involved 162 tourism MSME actors in South Sulawesi who actively utilize social media, have engaged in live streaming, leveraged viral moments for promotion, and collaborated with local communities. Data were collected via a 5-point Likert scale questionnaire and subsequently analyzed using PLS-SEM, processed with WarpPLS Version 8.0. The findings indicate that while live streaming does not directly enhance MSME competitiveness, it exerts a robust and positive influence on local community co-creation. Conversely, viral marketing demonstrably and significantly impacts both MSME competitiveness and local community co-creation. Most notably, local community co-creation directly and highly effectively boosts MSME competitiveness, also serving as a crucial mediator that transforms the effects of both live streaming and viral marketing into substantial gains in MSME competitiveness. These findings underscore the pivotal role of co-creation in converting the impact of digital marketing into a distinct competitive advantage.
Did investment opportunity moderate the influence of the COVID-19 crisis on dividend policy? Hartono , Powell Gian; Tinungki, Georgina Maria; Suade, Yuyun Karystin Meilisa; Rahardja, Liana; Triany, Novika Ayu; Tyas, Isthi Wahyuning; Hartono, Patrick Gunawan
Jurnal Manajemen dan Pemasaran Jasa Vol. 17 No. 2 (2024): September
Publisher : Lembaga Penerbit Fakultas Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v17i2.20006

Abstract

During the COVID-19 crisis, the investment opportunity experienced a low condition, indicated by a decrease in the market price to book value during the crisis, believed to moderate the impact of the COVID-19 crisis on dividend policy, specifically focusing on companies within the real estate and property sector in Indonesia. Therefore, this study examines the effect of the COVID-19 crisis, measured by GDP growth, on dividend policy moderated by investment opportunity. Employing a quantitative approach, the research spans from 2014 to 2021, using a purposive sampling technique to select 31 real estate and property sector companies as samples. Statistical analysis is conducted using dynamic panel data regression, employing the System-Generalized Method of Moments with a Two-Step estimator to produce more efficient parameter estimates and accommodate the dynamics of dividend policy. The findings reveal that during the COVID-19 crisis, companies in this sector tended to adopt higher dividend policies than non-crisis periods. Furthermore, investment opportunity was proven to positively moderate the influence of the COVID-19 crisis, proxied by GDP growth, on dividend policy. This study has implications for company management when considering investment opportunities that can moderate dividend policy during a crisis. Additionally, it advises investors to pay attention to the moderation of investment opportunities on the impact of the COVID-19 crisis on dividend policy to achieve optimal stock investment returns, especially dividend returns. The originality of this research lies in testing the moderation of investment opportunity on the impact of the COVID-19 crisis on dividend policy.
Co-Authors Arianto, Arselia Stefy Erwin Erwin Hartono, Patrick Gunawan Isthi Wahyuning Tyas, Isthi Wahyuning Monalisa Monalisa Powell Gian Hartono Rahardja, Liana Suade, Yuyun Karystin Meilisa Tinungki, Georgina Maria Wilopo, Chezter Christopher