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All Journal Studi Akuntansi, Keuangan, dan Manajemen Innovative: Journal Of Social Science Research
Gentari, Katri
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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The Influence Of Attractive Streamers On Purchasing Decisions With Brand Trust As A Moderating Variable Masrifah, Ifah; Marasabessy, Nabila Cecilia; Susanty, Ida I Dewa Ayu Raka; Susanto, Sherly Ernawaty; Gentari, Katri
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.19498

Abstract

This research is a qualitative study with an explanatory approach, namely an approach that makes previous research, especially the three studies mentioned above, a stepping stone for the development of the research being carried out. The data used in this study are primary data that researchers obtained through questionnaires on users of the Tiktokshop and Shopee platforms as many as three hundred people with each numbering one hundred and fifty people on each platform. The data used was analyzed using the smart PLS 4.0 analysis tool. The result in this article show that that each hypothesis used in this article can be proven and accepted. This is because the P-Values ​​in this article are below the significance level and are positive. In the hypothesis in this article, the P-Values ​​are at 0.014 below the significance level of 0.05. The meaning of these results is that the more attractive the live streaming, the more viewers will decide to make a purchase. The next hypothesis also shows similar results if the P-Values ​​in this article are positive and below the significance level of 0.05, namely 0.000, which is more significant than direct testing of 0.014. Thus it can be concluded that the first and second hypotheses in this article can be accepted.
The Influence of Digital Marketing on the Understanding, Skills, Implementation and Performance of MSMEs Moderated by Constraints Gentari, Katri; Agustina, Sri; Rakhmalina, Ika; Heriyana, Heriyana; Calista, Avisa; Emelda, Emelda
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i3.5521

Abstract

Purpose: This study aims to analyze in depth the effect of digital marketing training on improving understanding, skills, and the performance of MSMEs, with constraints as a moderating variable. The background of this research is based on the condition of MSMEs in Musi Banyuasin Regency, which face significant challenges in digital adaptation, such as limited digital literacy, insufficient promotional capital, and uneven internet access across regions. Methodology/Approach: This study employs a quantitative approach using a Likert-scale questionnaire distributed to 121 MSME participants of digital marketing training, along with secondary data obtained from the Office of Cooperatives and MSMEs of Musi Banyuasin Regency. Data analysis was conducted through reliability testing and regression analysis to examine both direct and moderating effects. Results/Findings:  The results indicate that digital marketing training does not have a significant effect on understanding (Y1) and skills (Y2), but has a significant effect on MSME performance (Y3). The constraint factor was found to act as a moderating variable that weakens the relationship between digital marketing training and the dependent variables. Conclusions:  Digital marketing training can enhance MSME performance even though it does not directly improve understanding and skills. These findings highlight the importance of tiered digital marketing training programs and continuous mentoring to ensure sustainable learning outcomes. Limitations:  This study is limited to a quantitative approach and the geographic area of Musi Banyuasin Regency, thus the findings cannot yet be generalized broadly. Contribution: This research enriches the literature on the influence of digital marketing training on MSME performance and provides practical implications for local governments in strengthening digital capacity and competitiveness of MSMEs in the digital economy era.
Co-Authors Calista, Avisa emelda, emelda Heriyana Heriyana Ida I Dewa Ayu Raka Susanty, Ida I Dewa Ayu Raka Marasabessy, Nabila Cecilia Masrifah, Ifah Rakhmalina, Ika Sri Agustina, Sri Susanto, Sherly Ernawaty