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Proceeding of The International Conference on Management, Entrepreneurship, and Business
Published by Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia
ISSN : -     EISSN : 30909155     DOI : https://doi.org/10.61132/icmeb
Core Subject : Science,
Decision Sciences, Operations Research & Management
The paper topics published in the Proceeding of the International Conference on Management, Entrepreneurship, and Business the sub-groups of Human Resource Management, Financial Management, Marketing Management, Public Sector Management, Operations Management, Supply Chain Management, Corporate Governance, Business Ethics, Management Accounting and Capital Markets and Investment and other relevant fields.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 206 Documents
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The Influence of Social Media Marketing and Affiliate Marketing on Willingness to Buy on Shopee in Medan City
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.381

Abstract

This study seeks to examine the impact of Social Media Marketing and Affiliate Marketing on Purchase Intent on the Shopee platform in Medan City. The research employed a quantitative methodology via a survey of 384 Shopee user respondents. We used Partial Least Square Structural Equation Modeling (SEM-PLS) to analyze the data. The findings indicated that Social Media Marketing exerts a positive and significant influence on Willingness to Buy, evidenced by a coefficient value of 0.104 (T-statistic = 2.987; P-value = 0.003). Affiliate Marketing likewise has a positive and substantial effect on Willingness to Buy, with a coefficient value of 0.284 (T-statistic = 5.947; P-value = 0.000). The study's findings suggest that management of e-commerce platforms like Shopee should make the most of social media to reach more people and get more people involved. Also, working with the correct affiliate partners can make product suggestions stronger and bring in more customers, which can lead to a big increase in sales conversions.
The Role of Work Engagement in Mediating Organizational Support on Lecturer Performance
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.382

Abstract

This study examines the influence of Organizational Support and Work Engagement on Lecturer Performance in higher education institutions. Using a quantitative descriptive approach and Structural Equation Modeling (SEM), the research analyzes data from 190 respondents, comprising lecturers from various universities in Medan. The results show that Organizational Support has a significant positive effect on Lecturer Performance with a path coefficient of 0.265, a T statistic of 5.87, and a P value of 0.000, indicating a strong and highly significant impact. On the other hand, Work Engagement also positively affects Lecturer Performance, with a path coefficient of 0.107, a T statistic of 2.977, and a P value of 0.001, which is significant but with a smaller effect compared to Organizational Support. The R-squared value for Organizational Support is 0.656, indicating that 65.6% of the variance in Organizational Support is explained by the model. The findings highlight the importance of organizational support in fostering a productive academic environment, leading to improved lecturer performance. This research provides practical insights for higher education institutions aiming to enhance teaching quality and academic outcomes.
Determinants of Brand Loyalty in Social Media Marketing: The Impact of Influencer Marketing and Content Quality on TikTok Users Mas Intan Purba; Darwin Lie; Sofiyan Sofiyan
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.384

Abstract

The rapid growth of social media has transformed digital marketing strategies, particularly through TikTok as a platform for fashion product promotion. Influencer marketing and content quality have become important factors that may influence consumer brand loyalty. This study aims to examine the effect of influencer marketing and content quality on brand loyalty among TikTok users who consume fashion products in Medan, Indonesia. This research uses a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 385 active TikTok users in Medan who had experienced fashion product promotions through influencers. The sampling method combined purposive and accidental sampling techniques. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLLS software. The findings indicate that influencer marketing has a positive and significant effect on brand loyalty, with a path coefficient of 0.622, t-statistic of 10.850, and p-value of 0.000. Content quality also has a positive and significant effect, with a path coefficient of 0.189, t-statistic of 3.474, and p-value of 0.001. The R² value of 0.616 shows that influencer marketing and content quality simultaneously explain 61.6% of the variation in brand loyalty. The results highlight that influencer marketing has a stronger influence than content quality in building brand loyalty among fashion consumers on TikTok. Therefore, fashion businesses should focus on collaborating with credible influencers and developing engaging, relevant, and high-quality content to strengthen customer relationships and maintain long-term loyalty.
Social Presence Vs. Scarcity: Which Drives Generation Z Purchase Intention More in Live Streaming Commerce? Evidence From an Emerging Market Perspective Esther Praja Anggriany Panggabean; Yusniar Lubis; Robert Tua Siregar
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.385

Abstract

This study intends to examine the influence of Social Presence and Scarcity on Purchase Intention of Generation Z in the context of live streaming commerce in Medan City. The strategy employed is quantitative with an explanatory design, employing data from 130 respondents who were picked by a purposive sample technique. Data analysis was performed using Structural Equation Modeling based on Partial Least Squares (PLS-SEM). The results reveal that Social Presence has a positive and significant effect on Purchase Intention, which means that social interaction, host presence, and community involvement in live streaming might improve customer purchase intention. Furthermore, Scarcity has a positive and significant effect, although its contribution is lower than Social Presence, demonstrating that scarcity pressure and time restrictions are still relevant stimuli to influence purchase decisions. At the same time, the two variables can explain 56.5% of the variation in Purchase Intention, hence the research model has moderate to strong predictive ability. This research highlights the significance of the Stimulus-Organism-Response (SOR) theory in the context of social commerce and for Generation Z, who are extremely responsive to real-time digital interactions. These findings have substantial implications for digital firms to create more effective live streaming commerce strategies based on social experiences.
The Influence of Financial Literacy and Business Inclusion on Business Performance Yenni Sofiana Tambunan; Ibnu Hajar; Robert Tua Siregar
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.386

Abstract

This study aims to analyze the influence of financial literacy, financial technology (fintech), and financial inclusion on the sustainability of micro, small, and medium enterprises (MSMEs) with business performance as a mediating variable. A quantitative approach with an explanatory design was applied in this research, where primary data were collected through the distribution of structured questionnaires to MSME owners in Medan City, selected using a purposive sampling method. Data analysis was conducted using Partial Least Squares-Based Structural Equation Modeling (PLS-SEM). The structural model testing results indicate that financial literacy, fintech, and financial inclusion have positive and significant effects on business performance, and business performance is proven to be the most powerful predictor in determining long-term business sustainability. The mediation analysis also shows that business performance is only partly responsible for the link between financial literacy and financial inclusion and business sustainability. At the same time, business performance completely mediates the effect of fintech on business sustainability. This finding underscores that the adoption of fintech technology does not automatically guarantee the immediate survival of MSMEs; rather, it must first be translated into operational efficiency and increased daily business profitability. The primary recommendation for fostering a resilient and sustainable MSME sector is to strengthen internal financial management capacity and expand access to the digital financial ecosystem.
Bridging the Financing Gap: Comparative Effects of Fintech Lending and Bank Credit on MSME Financial Performance Tantri Octora Dwi Syah Putri; Yusniar Lubis; Elly Romy
Proceeding of the International Conference on Management, Entrepreneurship, and Business Vol. 3 No. 1 (2026): Proceeding of the International Conference on Management, Entrepreneurship, and
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/icmeb.v3i1.387

Abstract

This study explores the effects of fintech lending and bank credit on the financial performance of Micro, Small, and Medium Enterprises (MSMEs) in Medan City, Indonesia. The fast digital revolution in the financial sector has positioned fintech lending as an alternate financing source alongside conventional bank credit, which has historically functioned as the major formal funding vehicle for MSMEs. Despite the rising distribution of both financing schemes, their contribution to sustainable and equitably distributed financial performance among MSMEs remains ambiguous, highlighting the necessity for empirical inquiry. This study employs a quantitative explanatory method employing purposive sampling, targeting MSME owners who have received bank credit and/or fintech lending services. The sample size was determined using the Lemeshow formula for an unknown population, resulting in 100 respondents. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software, combining measurement model evaluation, structural model assessment, and hypothesis testing through bootstrapping processes. This study contributes to the financial inclusion and MSME financing literature by providing comparative empirical evidence on the effectiveness of digital and conventional finance in increasing MSME financial performance. The findings are likely to offer practical insights for MSME actors, financial institutions, and policymakers in designing more flexible, inclusive, and sustainable financing strategies.

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