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All Journal BUDGETING : Journal of Business, Management and Accounting PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC)
Prasetio, Vasco Mario
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Humanities Education Social Sciences Other

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The Influence of Influencer Marketing and Product Differentiation on Skincare Purchasing Decisions on Instagram Among Generation Z in Medan City: Pengaruh Influencer Marketing Dan Diferensiasi Produk Terhadap Keputusan Pembelian Skincare Di Instagram Pada Kalangan Generasi Z Di Kota Medan Prasetio, Vasco Mario; Gultom, Pesta
PROCEEDING INTERNATIONAL BUSINESS AND ECONOMICS CONFERENCE (IBEC) Vol. 4 No. 1 (2025): Inspiring Change: Innovating Together for the Future of the Economy
Publisher : Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/ibec.v4i1.314

Abstract

This study aims to analyze the influence of influencer marketing and product differentiation on the decision to purchase skincare products among Generation Z who actively use Instagram in a major city, namely Medan. The method used is quantitative research with data collection through questionnaires distributed to respondents who meet the criteria of age, skincare user characteristics, and Instagram users. The results of the study indicate that both variables have a significant positive influence on purchasing decisions. Influencer marketing has been proven to be effective in building trust and influencing purchasing decisions, while unique and value-added product differentiation attracts consumers in a competitive market. The implications of these findings suggest that integrating influencer marketing strategies and product differentiation can be an effective approach for marketers in designing more focused and relevant campaigns, especially for young consumer segments that are highly influenced by social media. This research provides important insights into the development of marketing strategies in the dynamic digital era.
Pengaruh Fintech terhadap Kinerja UMKM pada Usaha Kuliner Kota Medan Aurelia, Aurelia; Aurelia Vasly; Prasetio, Vasco Mario; Situmorang, Irvan Rolyesh
BUDGETING : Journal of Business, Management and Accounting Vol. 7 No. 1 (2025): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/q5d63c37

Abstract

The rapid development of digital technology has introduced financial technology (fintech) as an innovation in financial services that provides easier access for business actors, including culinary MSMEs in Medan City. This study aims to describe the influence of fintech on the performance of culinary MSMEs by emphasizing the experiences, perceptions, and practices of business owners in utilizing such services. The findings indicate that fintech contributes to improving transaction efficiency, expanding access to financing, and supporting more organized business management. However, challenges remain, such as limited digital literacy, concerns about data security, and service costs perceived as burdensome by some business actors. Therefore, fintech can be seen as both an opportunity and a challenge for culinary MSMEs in Medan, where its successful utilization depends on the readiness of entrepreneurs to integrate financial technology into their business systems.   Keywords: Culinary, Fintech, Medan, MSMEs, Performance
Co-Authors Aurelia Vasly Aurelia, Aurelia Gultom, Pesta Situmorang, Irvan Rolyesh