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All Journal MABIS: Manajemen dan Bisnis Fortunate Business Review
Poh, Stella
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Economics, Econometrics & Finance Social Sciences

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The power of social commerce: TikTok's impact on Gen Z consumer purchasing behavior Poh, Stella; Hasan, Djohan Gunawan; Sudiyono, Krist Ade
Manajemen dan Bisnis Vol 23, No 2 (2024): September 2024
Publisher : Department of Management - Faculty of Business and Economics. Universitas Surabaya.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/mabis.v23i2.835

Abstract

Consumer shopping behavior has changed from brick-and-mortar to online shopping due to the COVID-19 pandemic. The development of online shopping was accompanied by social media technology, resulting in the emergence of the social commerce phenomenon. Social commerce, as a platform that supports two activities at once, has advantages over e-commerce platforms. However, in reality, the adoption of social commerce has not been utilized effectively by business actors, and not a few MSMEs have suffered losses due to the presence of social commerce platforms. This study was conducted to understand the adoption of social commerce platforms by utilizing social media content and live streaming to influence consumer purchases using the AIDA model and TAM model theories. This study uses quantitative methods by distributing questionnaires to 246 respondents and structural equation modeling (SEM) analysis techniques. The results showed that social media content and live streaming can inform consumers clearly and interestingly about products to build consumer attention and interest, which ultimately encourages consumer purchases. This study can be implemented by business owners to optimize the application of social media content and live streaming when running a business to increase consumer attractiveness and purchases.
Cultivating Future Entrepreneurs: The Role of Entrepreneurship Education in Shaping Entrepreneurial Intention in Batam Poh, Stella; Tioputri, Alexa; Charles; Tee Pei Chi, Charity; Lie, Eric; Beckham, Felix
Fortunate Business Review Vol. 5 No. 2 (2025): Fortunate Business Review
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat - Universitas Universal.

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Abstract

Kewirausahaan memegang peranan penting dalam mendorong pertumbuhan ekonomi, namun tingginya tingkat pengangguran di Indonesia, termasuk di Kota Batam, menunjukkan bahwa lulusan perguruan tinggi masih cenderung menjadi pencari kerja. Penelitian ini bertujuan menganalisis pengaruh Entrepreneurship Education terhadap Entrepreneurial Intention mahasiswa dengan mempertimbangkan peran mediasi Risk-Taking dan Technology Adoption. Menggunakan pendekatan kuantitatif, data diperoleh melalui survei daring terhadap 100 mahasiswa yang telah mengikuti pembelajaran kewirausahaan, kemudian dianalisis menggunakan PLS-SEM. Hasil penelitian menunjukkan bahwa Entrepreneurship Education berpengaruh positif dan signifikan terhadap Entrepreneurial Intention serta meningkatkan Risk-Taking mahasiswa. Risk-Taking juga terbukti berpengaruh signifikan terhadap Entrepreneurial Intention, sehingga berperan sebagai mediator parsial dalam hubungan tersebut. Sebaliknya, Technology Adoption tidak menunjukkan peran mediasi yang signifikan. Sehingga, pendidikan kewirausahaan memiliki kontribusi langsung yang kuat terhadap pembentukan niat berwirausaha, dan pengaruh tersebut diperkuat oleh karakter keberanian mengambil risiko. Namun, kesiapan digital belum menjadi faktor yang menentukan dalam pembentukan niat berwirausaha mahasiswa. Temuan ini menegaskan pentingnya penguatan kurikulum kewirausahaan yang aplikatif serta pengembangan pola pikir berani menghadapi ketidakpastian guna mendorong lahirnya wirausaha muda di Kota Batam.
Co-Authors Beckham, Felix Charles Hasan, Djohan Gunawan Lie, Eric Sudiyono, Krist Ade Tee Pei Chi, Charity Tioputri, Alexa