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All Journal Nomico Dhana
Ade Perdana Siregar
Faculty Of Economics And Business, Universitas Jambi Jambi City, Jambi 36361, Indonesia
Economics, Econometrics & Finance

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Understanding Generation Y Purchase Intentions: Mediating Effects of Uniqueness Needs and Experiential Marketing in MSME Snack Consumption Syahmardi Yacob; Ade Titi Nifita; Ade Perdana Siregar
Nomico Vol. 2 No. 6 (2025): Nomico - July
Publisher : PT. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/wem31z31

Abstract

Micro, small, and medium-sized enterprises (MSMEs) play a vital role in Indonesia’s economic resilience, particularly in responding to global health and economic challenges. Among these, the snack food sector in Jambi Province faces increasing pressure to meet the evolving preferences of Generation Y (Gen Y) consumers, who value status, uniqueness, and engaging experiences. This study examines the influence of Gen Y consumer status on purchase intention for MSME snack products, mediated by the need for uniqueness and experiential marketing. Data were collected from 150 MSME owners officially registered with the Jambi BPOM, using stratified random sampling across three regions: Kerinci Regency, Jambi City, and West Tanjung Jabung Regency. The analysis employed SmartPLS 3.0. The findings reveal that Gen Y consumer status significantly influences both the need for uniqueness and experiential marketing. In turn, these mediating variables positively affect purchase intention. Furthermore, the indirect effects of Gen Y status on purchase intention, through both mediators, are stronger than the direct effect. These results underscore the importance for MSMEs to understand and leverage Gen Y consumers’ psychological drivers status orientation, desire for uniqueness, and experience-seeking in designing effective marketing strategies. This study contributes to the consumer behavior literature by highlighting the mediating mechanisms underlying purchase intentions in an emerging market MSME context, and offers practical implications for MSME managers to enhance competitiveness by aligning their offerings with Gen Y’s distinctive preferences.
Crowdfunding on Financial Well-Being in Micro, Small and Medium Enterprises (MSMEs) Mohammad Ihsan; Firmansyah Firmansyah; Rista Aldilla Syafri; Ade Perdana Siregar
Dhana Vol. 2 No. 3 (2025): DHANA-SEPTEMBER
Publisher : Pt. Anagata Sembagi Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62872/exws1t52

Abstract

The role of MSMEs in Indonesia is expected to improve welfare for society by contributing to Gross Domestic Product (GDP). MSMEs in Indonesia have the largest number in ASEAN countries, but the contribution of MSMEs to Gross Domestic Product (GDP) is still below other countries with fewer MSMEs. The biggest factor hindering MSMEs in their business is capital problems. Technology-based innovation by distributing profits according to the composition of capital provided is called equity crowdfunding. The level of achievement of financial well-being in a business organization is based on a person's initial goal for doing business which is referred to as business financial orientation. This research answers problems based on existing facts regarding the financial well-being of MSMEs. This type of research is research using quantitative methods, namely by testing the influence of the variables in this research. This research tests the relationship or influence by connecting and providing an explanation of the phenomena related to this research. The measurement method uses Structural Equation Modeling with the use of SmartPLS software data processing tools
Co-Authors Ade Titi Nifita Firmansyah Firmansyah Mohammad Ihsan Rista Aldilla Syafri Syahmardi Yacob