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All Journal Dinasti International Journal of Education Management and Social Science ECOBIZTECH: Journal of Economics, Business, and Technology
Vivi Yosefri Yanti
Universitas Muhammadiyah Muara Bungo, Jambi, Indonesia
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Model for Increasing MSME Revenue in Bungo Regency Through Live Shopping, Social Commerce, and Paylater Features as Moderating Variables Vivi Yosefri Yanti; Tri Wera Agrita; Della Asmaria Putri; M. Aprizal; Uci Ramadani
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5603

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in supporting regional economic growth, including in Bungo Regency, Jambi Province. However, limited market access and low digital adoption remain major challenges in improving their income. This study aims to examine the influence of live shopping and social commerce on MSME income, as well as to analyze the role of the paylater feature as a moderating variable. A quantitative research approach was employed with survey data collected from 100 MSME actors actively utilizing digital platforms. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results reveal that live shopping has a positive and significant effect on MSME income, both directly and indirectly through social commerce as a mediating variable. Likewise, social commerce positively and significantly contributes to increasing MSME income. In contrast, the paylater feature shows no significant effect on MSME income and does not function as a moderating variable in the relationship between live shopping and income. Overall, this study highlights that digital marketing strategies based on live shopping and social commerce serve as effective instruments for enhancing MSME income in the digital economy era. The findings are expected to provide both theoretical contributions and practical implications for policymakers and stakeholders in designing adaptive MSME empowerment strategies aligned with technological developments.
Beyond convenience: a systematic literature review of buy now pay later adoption among generation z Tri Ardi Yanto; Vivi Yosefri Yanti
ECOBIZTECH: Journal of Economics, Business, and Technology Vol. 1 No. 2 (2026): ECOBIZTECH: Journal of Economics, Business, and Technology - September
Publisher : SCM PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65881/ecobiztech.v1i2.121

Abstract

Purpose: to systematically identify, evaluate, and synthesize the determinants influencing buy now pay later (BNPL) adoption among generation z by integrating technological, behavioral, psychological, and financial perspectives. Method: uses a systematic literature review (SLR) approach following the PRISMA framework to analyze 120 articles published between 2022 and 2026. The literature was synthesized using qualitative thematic analysis to identify determinants of BNPL adoption among generation z. Findings: BNPL adoption among generation z is driven by technological factors, including perceived usefulness, perceived ease of use, and trust, as well as behavioral and financial factors such as financial literacy, self-control, and consumption behavior. The findings highlight that BNPL usage has evolved from a technology adoption issue into a broader financial behavior phenomenon. Implications: to a broader understanding of BNPL adoption by integrating technological and financial behavior perspectives. The findings provide insights for fintech providers, educators, and policymakers to encourage responsible BNPL use among generation z. Originality: lies in integrating technology adoption, financial literacy, and consumer behavior perspectives to develop a comprehensive understanding of BNPL adoption among generation z through a systematic literature review approach.
Co-Authors agrita, tri wera Della Asmaria Putri M. Aprizal Tri Ardi Yanto Uci Ramadani