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All Journal Indonesian Journal of Business and Entrepreneurship Research Pinisi Journal of Entrepreneurship Review
Juwita Azizah
Institut Teknologi Mitra Gama, Indonesia
Economics, Econometrics & Finance Social Sciences

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E-Commerce, Motivation, and Self-Belief as Predictors of Entrepreneurial Intention Through Social Media Use Halim Dwi Putra; Juwita Azizah; Soussou Raharimalala; Salim Diarra
Pinisi Journal of Entrepreneurship Review Vol. 3 No. 3 (2025): Pinisi Journal of Entrepreneurship Review
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/pjer.v3i3.349

Abstract

This study examines the effects of e-commerce, motivation, and self-belief on entrepreneurial intention, with social media use serving as a mediating variable. A quantitative approach was employed using path analysis, and data were collected through questionnaires from respondents in a higher education context. The findings indicate that e-commerce has a significant positive effect on entrepreneurial intention, while social media use plays an effective mediating role in linking the independent variables to entrepreneurial intention. Motivation emerges as a key factor in strengthening entrepreneurial intention, whereas self-belief shows a more complex relationship that requires further consideration. The model explains 92.6% of the variance in entrepreneurial intention, highlighting the importance of integrating digital technology and social media platforms in fostering entrepreneurial aspirations among young people. These findings suggest that entrepreneurial intention in the digital era is shaped not only by motivational and psychological factors but also by the ability to engage with digital business platforms and social media environments. This study offers practical implications for entrepreneurship education and development programs seeking to encourage stronger entrepreneurial intention through digital exposure, platform familiarity, and more active social media engagement.
Generative AI in Digital Marketing Strategy: Transforming Brand Communication and Consumer Engagement Halim Dwi Putra; Juwita Azizah
Indonesian Journal of Business and Entrepreneurship Research Vol. 4 No. 1 (2026): Vol. 4, No. 1, February 2026: Indonesian Journal of Business and Entrepreneursh
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v4i1.23

Abstract

The rapid adoption of generative artificial intelligence (AI) in digital marketing has transformed how businesses communicate with consumers and build brand engagement. However, small and medium-sized enterprises (SMEs) in peripheral regions such as Bengkalis Island still face challenges in adopting advanced digital marketing tools due to limited technological literacy, marketing capabilities, and access to digital resources. This study explores the role of generative AI in enhancing digital marketing strategies to strengthen brand communication and consumer engagement among local businesses in Bengkalis Island. The importance of this topic lies in the growing need for SMEs in remote and island regions to remain competitive in the digital economy while adapting to emerging AI-driven marketing technologies. Using a mixed-method approach within a community service framework, the study involved digital marketing training, generative AI workshops, and mentoring sessions for local entrepreneurs. Data were collected through surveys, interviews, and observational evaluation of participants’ digital marketing practices before and after the program. The findings indicate that the integration of generative AI tools significantly improved participants’ ability to produce marketing content, enhance brand storytelling, and increase online consumer interaction. These results highlight the potential of generative AI as a practical and scalable solution for strengthening digital marketing capabilities in geographically peripheral communities
Co-Authors Putra, Halim Dwi Salim Diarra Soussou Raharimalala