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All Journal Ekopedia: Jurnal Ilmiah Ekonomi Indonesia Economic Journal
Rexy Andalangi Maatuil
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Economics, Econometrics & Finance

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Journal : Indonesia Economic Journal

 1 
Pengaruh Shoping Lifestyle Gen Z Terhadap Implusif Konsumen Di Tiktok Shop Rexy Andalangi Maatuil; Levina Anita; Rade, Nayoan; Allya Anjeli Delia Lembang; Dorainda Pristy Riahi; Christifora Novalya Lumikis
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/72gksb16

Abstract

  The development of digital technology and the presence of social commerce platforms such as TikTok Shop have changed the shopping patterns of Generation Z in Indonesia. Gen Z is known as the largest TikTok user and is highly responsive to visual content, live streaming, and various promotions, making them more susceptible to impulse buying. This study aims to analyze the influence of shopping lifestyle on impulsive buying among TikTok Shop users aged 13–28 years. The method used is a quantitative approach through a cross-sectional survey with SEM analysis. The results show that shopping lifestyle has a positive and significant influence on the tendency to impulse buy. Perceptions of discounts also mediate this relationship, where promotions such as vouchers and flash sales increase the urge to buy spontaneously. Furthermore, the frequency of TikTok use moderates the influence of shopping lifestyle, so that users with high intensity are more easily driven to buy spontaneously. These findings contribute to the theory of consumer behavior in the digital era.  
Transformasi Pemasaran Digital : Sebagai Strategi Daya Saing UMKM di Era Digital Rexy Andalangi Maatuil; Reine Salunusa; Keisya Manarat; Nadia Bartei; Chelsy Yahya; Josua Mewo
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/yjwnyr59

Abstract

This study examines the transformation of digital marketing as a strategic effort to enhance the competitiveness of Micro, Small, and Medium Enterprises (MSMEs) in the digital era. Using a qualitative case study approach, the research explores how five MSMEs in Manado adopt digital platforms primarily Facebook and WhatsApp to promote their products, engage customers, and expand market reach. Findings reveal that digital marketing provides significant benefits, including increased sales, broader audience coverage, and improved customer retention. However, MSMEs still face several challenges, such as limited digital competencies, unstable internet connectivity, fluctuating consumer demand, and growing online competition. Most marketing strategies remain basic, dominated by photo postings without advanced content creation. Social and familial support plays an important role in assisting MSMEs in managing digital platforms. The study also highlights the strong expectation for government support, particularly in the form of digital marketing training and capacity-building programs. Overall, digital marketing has become a vital instrument for MSME sustainability, although its utilization requires further optimization to achieve long-term competitiveness.
Dinamika Persaingan Ritel Modern: Analisis Game Theory pada Alfamart dan Indomaret (Kajian Literatur) Rexy Andalangi Maatuil; Eklesiania Pongulu; Jerlita Utubira; Syalom. T. Arikalang; Adis Omaleng
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/daw61y59

Abstract

This study aims to analyze the dynamics of modern retail competition between Alfamart and Indomaret using game theory. The type of research employed is a literature study approach; this study does not conduct field data collection but relies on critical analysis of academic literature to formulate the competitive patterns of Alfamart–Indomaret within the framework of game theory. The findings indicate that in the dynamics of modern retail competition, the SLR results show that the rivalry between Alfamart and Indomaret constitutes a highly intense form of duopolistic competition, characterized by massive business expansion strategies and rapid responses to changes in competitors’ strategies. The study also identifies that service differentiation strategies are an important element in this competitive dynamic. Both Alfamart and Indomaret strive to expand additional services such as bill payments, top-ups, and other digital services to broaden the function of their outlets as daily transaction centers. This indicates that competition is no longer limited to retail product sales but has evolved toward digital ecosystem–based services. The study further finds that location-based competition between the two players exhibits a pattern of mutual imitation, where the decision to open a new store by one party is almost always followed by its competitor within a relatively close radius. This pattern reinforces the interdependent relationship that characterizes a duopoly.
Penerapan Model Analisis Risiko Kredit dalam Pengambilan Keputusan Pembiayaan pada UMKM Rexy Andalangi Maatuil; Trifena Johanis; Kesita Makinggung; Paulina Manoppo
Indonesia Economic Journal Vol. 1 No. 2 (2025): DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/sr4jvg05

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia’s economy; however, access to formal financing remains limited due to high credit risk and inadequate financial record-keeping. This study aims to analyze the application of credit risk assessment models for MSMEs and identify key factors influencing financing eligibility. Using a descriptive–qualitative approach based on secondary data from OJK, Bank Indonesia, BPS, and academic publications, this research examines MSME credit growth, non-performing loan (NPL) trends, external risk factors, and business quality indicators. The findings show that MSME credit growth slowed in 2023–2024, while the NPL ratio remained stable at 3.76%. Rising input prices and weakening consumer purchasing power emerged as the most dominant external factors increasing credit risk. Furthermore, financial bookkeeping significantly influences credit approval, as MSMEs with proper records receive higher approval rates and show lower default risk. These findings highlight the need for more adaptive credit risk models, particularly for micro enterprises, through the integration of alternative digital data.
Co-Authors Adis Omaleng Allya Anjeli Delia Lembang Charles O. Makikama Chelsy Yahya Christifora Novalya Lumikis Dorainda Pristy Riahi Eklesiania Pongulu Isak Kwanimba Jerlita Utubira Josua Mewo Keisya Manarat Kesita Makinggung Levina Anita Maria Taka Merry J. J. Langi Militia Kotambunan Nadia Bartei Paulina Manoppo Rade, Nayoan Reine Salunusa Syalom. T. Arikalang Trifena Johanis Ulaan, Wensi