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All Journal Eduvest - Journal of Universal Studies Maroon Journal De Management
Mutiara, Tresna
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Aerospace Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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Factors Influencing Impulse Purchases of Fashion Products with the Model of Theory of Planned Behavior in the Muslim Millennial Generation sarma, Mamun; johan, Irni; Mutiara, Tresna
Eduvest - Journal of Universal Studies Vol. 5 No. 10 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i10.51272

Abstract

The rapid development of digital technology has transformed the marketing landscape and consumer behavior, especially after the Covid-19 pandemic. Indonesian consumers increasingly engage in online shopping, with a significant surge on e-commerce platforms. Fashion products have become one of the most dominant categories, now serving as both a lifestyle and psychological need, driving impulsive purchases. E-commerce platforms employ aggressive promotional strategies such as discounts and free shipping to attract buyers. In response to these changes, businesses must adopt a deeper understanding of consumer behavior through approaches like the Theory of Planned Behavior, including consideration of religiosity as a factor influencing impulsive buying tendencies. This research aims to analyze the influence of attitude, subjective norms, perceived behavioral control, and religiosity on impulsive buying intention, as well as the impact of impulsive buying intention on impulsive buying behavior. The Theory of Planned Behavior (TPB) serves as the theoretical foundation, with religiosity included as a moderating variable. The study employs Structural Equation Modeling - Partial Least Squares (SEM-PLS) to examine the relationships between attitude, subjective norms, perceived behavioral control, religiosity, impulsive buying intention, and impulsive buying behavior. This technique is chosen for its ability to explain variable variance and simultaneously assess both measurement and structural models. Data were collected through an online survey targeting muslim millennials in the Greater Jakarta area (Jabodetabek) who actively purchase fashion products through e-commerce.
Digital Entrepreneurship Readiness and Challenges Faced by Women-Owned SMEs in Maros Regency Mutiara, Tresna; Merdiwijayan, Bagus
Maroon Journal De Management Vol. 2 No. 1 (2025): Maroon Journal De Management:
Publisher : Generasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37899/mjdm.v2i1.130

Abstract

The rapid growth of digital technologies has created new opportunities for small and medium enterprises (SMEs) to expand their markets and improve operational efficiency. This study focuses on the digital entrepreneurship readiness and challenges faced by women-owned SMEs in Maros Regency, South Sulawesi, Indonesia. The study employed a quantitative research design, using a survey with 120 women SME owners to assess their digital literacy, access to technology, financial readiness, and perceived barriers to digital adoption. The results indicate that while 62% of respondents exhibit moderate digital readiness, only 38% have fully integrated digital tools such as e-commerce platforms, online marketing, and digital payments into their businesses. The main challenges identified include limited digital skills, financial constraints, poor internet access, and gender-related constraints. Despite these challenges, many women entrepreneurs recognize the potential of digital tools to enhance their income and independence. The findings suggest that training programs, affordable digital infrastructure, and financial inclusion initiatives are essential to empower women entrepreneurs in the digital era. This study contributes to understanding how gender-specific barriers impact digital adoption in rural and semi-urban contexts and offers recommendations for policy interventions. Future research could focus on evaluating the long-term effects of digital empowerment programs on women-owned SMEs.
Co-Authors johan, Irni Ma'mun Sarma Merdiwijayan, Bagus