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Pramatatya Resindra Widya
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msdj@shantibhuana.ac.id
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aloysius.hari@shantibhuana.ac.id
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Jl. Bukit Karmel No.1 Kelurahan Sebalo Kecamatan Bengkayang Kabupaten Bengkayang
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INDONESIA
Management and Sustainable Development Journal
Published by Institut Shanti Bhuana
ISSN : 26846802     EISSN : 26572036     DOI : https://doi.org/10.46229/msdj
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences
Management and Sustainable Development Journal ( e-ISSN : 2657-2036 p-ISSN : 2684-6802 ) is dedicated to disseminating and exploring the latest issues of management, business, economics, accounting and sustainable development. It is a peer-reviewed journal published twice a year in April and November by Management Department of Institut Shanti Bhuana.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 92 Documents
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PERAN EFEKTIVITAS BIAYA DAN INTERAKTIVITAS TIKTOK TERHADAP KINERJA KEUANGAN PRODUK PRELOVED UMKM DI KALANGAN MILENIAL Hernando, Flourencia Gabrielle; Nainggolan, Romauli; Dumatubun, Maria Cheryl; Lilo, Putry Angelita
Management and Sustainable Development Journal Vol 8 No 1 (2026): Management and Sustainable Development Journal (On Progress)
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v8i1.1079

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh efektivitas biaya dan interaktivitas terhadap kinerja keuangan UMKM dengan adopsi media sosial TikTok sebagai variabel mediasi. Latar belakang penelitian ini didorong oleh fenomena pergeseran perilaku konsumen milenial ke arah social commerce dan tingginya potensi pasar produk preloved di Indonesia. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Data dikumpulkan melalui kuesioner dari 110 responden pelaku usaha UMKM, dominan sektor fashion yang aktif menggunakan TikTok Shop. Analisis data dilakukan menggunakan pendekatan Structural Equation Modeling - Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa efektivitas biaya dan interaktivitas berpengaruh positif dan signifikan terhadap adopsi media sosial TikTok. Selanjutnya, adopsi media sosial terbukti berpengaruh signifikan terhadap peningkatan kinerja keuangan UMKM. Temuan penting lainnya adalah adopsi media sosial mampu memediasi hubungan antara efektivitas biaya dan interaktivitas terhadap kinerja usaha. Implikasi penelitian ini menyarankan bahwa pelaku UMKM harus memaksimalkan fitur interaktif (live streaming) dan memanfaatkan efisiensi biaya platform untuk mendorong volume penjualan dan profitabilitas
THE MEDIATING INFLUENCE OF NARRATIVE TRANSPORTATION ON AUDIENCE INTEREST IN INSTAGRAM MARKETING CONTENT Ratnawati; Sebastian; Yopita
Management and Sustainable Development Journal Vol 8 No 1 (2026): Management and Sustainable Development Journal (On Progress)
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v8i1.1112

Abstract

Digital storytelling has emerged as a vital strategy in social media marketing to attract and retain audience interest, particularly on Instagram. This study investigates the mediating role of narrative transportation in the relationship between digital storytelling, emotional engagement, and audience interest. A quantitative approach was employed, with data collected through purposive sampling from 100 active Instagram users in Indonesia. Path analysis was used to test the proposed model using SPSS software. The findings reveal that both digital storytelling and emotional engagement influence audience interest, with narrative transportation acting as a significant mediating variable. Specifically, narrative transportation enhances the effect of emotional engagement on audience interest (R² increases from 0.083 to 0.271) and partially mediates the effect of digital storytelling (indirect effect = 0.252). Although the direct effect of digital storytelling on narrative transportation was not statistically significant, its impact on audience interest becomes more meaningful when narrative immersion is present. These results confirm that immersive narrative experiences can convert emotional responses into meaningful audience engagement. The study contributes to the theoretical understanding of Narrative Transportation Theory in digital marketing and offers practical insights for creating emotionally compelling and narratively immersive Instagram content to boost audience interest.

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