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Proceeding of International Conference on Entrepreneurship (IConEnt)
Published by Universitas Pelita Harapan
ISSN : -     EISSN : 29882664     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Proceeding of International Conference on Entrepreneurship (IConEnt) berisi artikel-artikel ilmiah dari para peneliti dari lingkup internasional yang mengikuti konferensi IConEnt yang akan diadakan rutin setiap tahun oleh Fakultas Ekonomi dan Bisnis Universitas Pelita Harapan.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 370 Documents
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The Significance of Perceived Ease of Use and Usefulness on Purchase Intention. An Adaptation from the Technology Acceptance Model (TAM) with the Moderation Role of Trust at Tiket.com in Indonesia Rachel Ghea Kelose Tarigan; Efin Shu
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

The rapid growth of online travel agencies (OTAs) and the increasing reliance on digital platforms for travel bookings have significantly transformed consumer behavior in the travel industry. Despite the growth of OTAs, Tiket.com has faced problems like system errors and difficult website navigation that made customers hesitate to make purchases. By adapting the Technology Acceptance Model (TAM), this research investigates the moderating role of trust between perceived ease of use, perceived usefulness, and purchase intention at Tiket.com. A quantitative approach was employed, with the data collected using a convenience sampling technique. The sample consisted of 110 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived usefulness significantly and positively influences purchase intention, with a path coefficient of 0.507 and a p-value of 0.000. Conversely, perceived ease of use did not influence purchase intention, with a path coefficient of 0.067 and a p-value of 0.250. Additionally, the moderation of trust was found to be insignificant among these relationships. Tiket.com is suggested to focus on improving its perceived usefulness by increasing users' empowerment in selecting travel options, improving the user experience, providing enhanced customization features, and easy-to-use comparison tools.
The Effect of Entrepreneurial Education on Internet Entrepreneurship Performance Mediated By Self-Efficacy (Empirical Study on Instagram Online Shop In Jakarta Province) Oscar Jayanagara; Albert Dermawan Yusup
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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ABSTRACT The development of social media not only helps people in building communication but also becomes a business opportunity for internet-based entrepreneurs. However, on the other hand, the topic that discusses internet entrepreneurship is still very rarely raised. Therefore, this study was conducted to determine what factors are able to improve or influence internet entrepreneurship performance. This study is included in the type of quantitative research, with the number of samples obtained as many as 500 respondents, the data collection technique used was a questionnaire and the data analysis technique used was PLS-SEM. The results of the study showed that entrepreneurial education had a significant and positive effect on internet entrepreneurial self-efficacy and internet entrepreneurship performance, especially financial, internal and learning and growth perspectives. Internet entrepreneurial self-efficacy was also found to have a significant and positive effect on all perspectives in internet entrepreneurship performance. Then internet entrepreneurial self-efficacy also has significant mediation between the influence of entrepreneurial education on all perspectives in internet entrepreneurship performance. However, entrepreneurial education was found to have no significant effect on internet entrepreneurship performance: customer perspectives.
Sustainable Innovation in Everyday Wearable Bag Design: The Case of Oh My Craft! Sylvia; Brylia Sheron Elbiqueen Tumanduk; Danantha Keithlin Halim; Monika Karnadi; Rayhan Pratama Putra
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Oh My Craft! is a micro, small, and medium enterprise that specializes in crafting bags made from traditional Indonesian textiles, marketed both online and offline. The company actively engages in sustainability by repurposing fabric and leather waste into other innovative products. This paper explores sustainable practices and innovation in traditional bag product design while focusing on voice of customers. From preliminary surveys to their customers, more than 50% of customers place significant importance on the functionality of bags—such as size, capacity, and features when making a purchase decision. The customers also suggested that Oh My Craft! introduce product variations based on bag functionality. The purpose of this paper is to recommend bag product design innovation that will fulfill sustainability practice and voice of customers with Quality Function Development method. The outcome is an innovative two-ways sling-tote batik bag product design with enhanced functionality that can be used both as small sling bag and shopping tote bag, designed to meet the needs of Oh My Craft!'s market, while minimizing material waste and promoting the reuse of materials.
Brewing Loyalty On The Move: The Role Of Food Quality, Price, And Variety On Customer Buying Decision Toward Kopi Keliling In Surabaya Oliandes Sondakh; Edward Melvin Gandakusuma; Renna Magdalena
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study investigates the impact of food quality, price, and menu variety on customer buying decisions among consumers of kopi keliling in Surabaya, a growing segment within Indonesia’s informal food and beverage industry. The research aims to provide insights into consumer behavior and offer practical recommendations for street-level entrepreneurs operating in dynamic urban markets. Using multiple linear regression analysis, the results reveal that food quality and menu variety significantly and positively influence buying decisions, while price despite being positively correlated, does not have a statistically significant effect. Among the three variables, food quality emerged as the strongest predictor, highlighting customers’ prioritization of taste, freshness, hygiene, and presentation. This supports previous findings, suggesting that consistency and quality are crucial to building trust and encouraging repeat purchases, especially in informal or mobile business settings. Menu variety also plays a vital role in shaping customer decisions. A diverse selection of coffee and beverage options helps vendors cater to different preferences and enhances the perceived value of the overall offering. In contrast, the insignificance of price indicates that consumers are more influenced by value perception than affordability alone challenging common assumptions about price sensitivity in informal market segments. The model’s Adjusted R² of 0.393 indicates that 39.3% of the variation in buying decisions can be explained by the three independent variables, while other potential factors such as service quality, vendor personality, and branding may also play a role.
The Influence of Information Quality, Convenience, and Customization on Purchase Intention through Perceived Value: A Study of Customized Cake Purchases via Social Media RA. Intan Permata Buana; Sabrina O. Sihombing
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study aims to examine the effects of information quality, convenience, and customization on purchase intention, with perceived value as a mediating variable, in the context of food and beverage SMEs using social media. The research focuses on Instagram users who have seen, interacted with, or purchased customized cakes. Data will be collected through a survey of 240 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. This study is expected to contribute theoretically by extending the Theory of Planned Behavior to the domain of digital consumer behavior and methodologically by demonstrating the application of Importance-Performance Map Analysis (IPMA) in PLS-SEM. Practically, the research is anticipated to provide insights for SMEs in enhancing perceived value through accurate information, seamless convenience, and personalized services to strengthen purchase intention in competitive online markets. In addition, the findings are expected to guide digital marketing strategies for SMEs in building sustainable customer relationships and long-term competitiveness.
Exploring Athlete Personal Branding: An Analysis of Audience Reception of Instagram Ads Mardyan Widjaja; Altobeli Lobodally
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study aims to analyze the interpretation of the Sepbol football Community about the personal branding of an athlete in Lay's Chip Cam Instagram ads. Personal branding is an interesting strategy for ad creators in promoting a product. Although the products advertised are often contradictory to the brand ambassador chosen. Like athletes that used to promote unhealthy foods. This study uses the theory of encoding-Decoding Stuart Hall, with the method of audience reception analysis and in-depth interviews as data collection techniques. The study found that the four community members who were informants in the study were in two different positions. Four people are in a hegemonic-dominant position, yet one person is in a negotiating position. The informant is in a negotiating position because his arguments regarding the use of athletes as brand ambassadors have a different dichotomy of functions.
Balancing Life, Shaping Minds: How Work-Life Balance, Workplace Environment, and Personality Drive Employee Productivity through Job Satisfaction Helena Devinta Hardianti; Ignatius Ario Sumbogo
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study examines the influence of work–life balance, workplace environment, and the Big Five personality traits on employee productivity, with job satisfaction serving as a mediating variable. Using a quantitative research design and survey method, data were collected from 50 employees of PT X through structured questionnaires and analyzed using multiple linear regression. The findings reveal that the workplace environment does not significantly affect employee productivity, either directly or indirectly. Work–life balance exerts a significant influence on productivity, both directly and indirectly, while the Big Five personality traits significantly affect productivity only indirectly. Job satisfaction, however, does not significantly mediate these relationships. Overall, the study concludes that work–life balance plays a crucial role in shaping employee satisfaction and productivity, while the workplace environment does not exert a meaningful influence. The Big Five personality traits predict productivity but not job satisfaction, and job satisfaction itself does not significantly determine productivity within the company.
Urban Digital Transformation in Jakarta: The Role of Citizen Trust and Digital Attitudes Melisa Kresentia Sarumaha; Yokie Radnan Kristiyono
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Digital transformation has significantly reshaped modern urban life, influencing governance, social dynamics, and economic activities. In Jakarta, Indonesia, strategic initiatives such as the JAKI super app, Jakarta Future City Hub, and widespread public Wi-Fi access have accelerated this transformation. Central to its success is the trust citizens place in both government and technology. This study examines the impact of trust in government and trust in technology on Digital Attitudes, with Performance Expectancy and Perceived Risk serving as mediating variables, and Traditional Media and Social Media Acting as moderating variables. Utilising a quantitative approach and Partial Least Squares Structural Equation Modelling (PLS-SEM), the sample in this study consisted of 160 residents of Jakarta who were undergoing digital transformation. Findings reveal that trust in technology significantly influences Digital Attitudes, while trust in government does not. Furthermore, neither mediators nor moderators showed significant effects. These results underscore the importance of technological reliability in shaping public digital engagement and suggest that trust in technology may outweigh institutional trust in driving digital adoption.
Sustainability Marketing for Gen Z Consumers: The Role of Functional, Emotional, and Social Value on Satisfaction and Purchase Intention in Surabaya Janice Carysa Siahaya; Priskilla E.E. Napitupulu; Yanuar Dananjaya
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study examines the influence of functional value, emotional value, and social value on satisfaction and purchase intention toward reusable smart tumblers among Gen Z in Surabaya. Using a quantitative approach, data were collected from 250 respondents and analyzed with multiple regression. The results show that all three values significantly and positively affect satisfaction, and satisfaction significantly drives purchase intention. These findings highlight that Gen Z purchase decisions are shaped not only by product functionality but also by emotional attachment and social recognition related to sustainability. This study provides insights for marketers to enhance consumer satisfaction and strengthen purchase intention through sustainability-based strategies.
The Signaling Effect of Elite Connections: How Political-Military Networks Influence Financial Reporting Quality via Audit Mechanisms in Indonesia Renna Magdalena; Oliandes Sondakh; Kathleen Feliciana Lantemona
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 5 (2025): Proceedings of the 5th International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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This study examines how political and military connections among corporate elites influence financial reporting quality in Indonesian manufacturing companies during 2022–2024. The research also investigates the mediating role of the audit process in the relationship between board connections and financial reporting quality. Using secondary data from publicly listed firms, we analyze political and military affiliations of board members, audit delays, and Beneish M-Scores as proxies for financial reporting quality. The study adopts a signaling theory framework to explain how elite networks and audit mechanisms may interact within corporate governance. By focusing on Indonesian manufacturing companies, this research provides context-specific evidence relevant to emerging markets and contributes to the understanding of elite governance structures and their potential influence on reporting practices.

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