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All Journal Jurnal Ekonomi dan Kewirausahaan West Science West Science Interdisciplinary Studies West Science Interdisciplinary Studies West Science Social and Humanities Studies
Erwin Erwin
STIE Ciputra Makassar
Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Strategi Pemasaran Digital dalam Mendorong Keberhasilan Wirausaha di Era Digital Moh Gifari Sono; Erwin Erwin; Muhamad Ammar Muhtadi
Jurnal Ekonomi dan Kewirausahaan West Science Vol 1 No 04 (2023): Jurnal Ekonomi dan Kewirausahaan West Science
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/jekws.v1i04.712

Abstract

Strategi pemasaran digital memainkan peran penting dalam membentuk kesuksesan wirausaha dalam lanskap dinamis era digital. Penelitian ini menggunakan analisis bibliometrik untuk mengeksplorasi dan mensintesis literatur yang ada secara sistematis tentang strategi pemasaran digital dan kesuksesan wirausaha. Beragam basis data Scopus digunakan untuk mengumpulkan kumpulan data komprehensif dari artikel-artikel yang telah diulas oleh rekan sejawat yang diterbitkan antara tahun 1993 dan 2023. Analisis ini mencakup statistik deskriptif, jaringan kepenulisan bersama, pola kutipan, dan kemunculan bersama kata kunci, dengan penekanan khusus pada persimpangan antara pemasaran digital dan kesuksesan wirausaha. Temuan utama meliputi penulis terkemuka dan karya-karya mereka yang berpengaruh, kelompok tematik, dan distribusi istilah dalam literatur. Tema-tema penting yang dieksplorasi meliputi kewirausahaan digital, ekonomi digital, pendidikan kewirausahaan, dan dampak transformatif teknologi digital pada ekosistem kewirausahaan. Penelitian ini berkontribusi pada pemahaman yang bernuansa tentang kondisi pengetahuan saat ini di lapangan dan mengidentifikasi kesenjangan dan peluang untuk penelitian di masa depan. Wawasan yang diperoleh dari analisis ini dapat menginformasikan para akademisi dan praktisi dalam mengoptimalkan strategi pemasaran digital untuk kesuksesan wirausaha dalam lanskap digital kontemporer.
The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia Erwin Erwin; Siska Jeanete Saununu; Arief Yanto Rukmana
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.317

Abstract

Through a quantitative approach, this study examines how social media influencers affect Indonesian Generation Z consumer behavior. A heterogeneous group of 450 participants, ranging in age from 16 to 24, was involved, reflecting a range of genders, socioeconomic backgrounds, and geographic locations. The results show that social media influencers have a big influence on people's decisions to buy, as 85% of participants acknowledged. The majority platform, Instagram, accounted for 75% of the total, with individuals using social media for two hours a day on average. The most popular content categories (65%) were product and lifestyle reviews, highlighting the significance of authenticity. Transparency (72.5%) and authenticity (67.5%) were important trust-building qualities; on the other hand, inconsistent brand endorsements (30%) and a lack of financial transparency (22.5%) eroded confidence. Sponsored material worked very well (80%), and 60 percent of users preferred partnerships that were authentic. Strong positive correlations between sponsored content, consumer behavior, and influencer engagement were found via regression analysis (R-squared = 0.754). The findings offer significant perspectives for marketers seeking to maneuver through the impactful terrain of Generation Z in Indonesia.
The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia Erwin Erwin; Siska Jeanete Saununu; Arief Yanto Rukmana
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.317

Abstract

Through a quantitative approach, this study examines how social media influencers affect Indonesian Generation Z consumer behavior. A heterogeneous group of 450 participants, ranging in age from 16 to 24, was involved, reflecting a range of genders, socioeconomic backgrounds, and geographic locations. The results show that social media influencers have a big influence on people's decisions to buy, as 85% of participants acknowledged. The majority platform, Instagram, accounted for 75% of the total, with individuals using social media for two hours a day on average. The most popular content categories (65%) were product and lifestyle reviews, highlighting the significance of authenticity. Transparency (72.5%) and authenticity (67.5%) were important trust-building qualities; on the other hand, inconsistent brand endorsements (30%) and a lack of financial transparency (22.5%) eroded confidence. Sponsored material worked very well (80%), and 60 percent of users preferred partnerships that were authentic. Strong positive correlations between sponsored content, consumer behavior, and influencer engagement were found via regression analysis (R-squared = 0.754). The findings offer significant perspectives for marketers seeking to maneuver through the impactful terrain of Generation Z in Indonesia.
Addressing Cross-Sectoral Challenges in Consumer Culture for Sustainability and Social Justice in Indonesia Erwin Erwin; Arief Fahmi Lubis; Feliks Anggia Binsar Kristian Panjaitan; Hotman Panjaitan
West Science Social and Humanities Studies Vol. 1 No. 04 (2023): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v1i04.271

Abstract

In the context of Indonesia's dynamic socioeconomic landscape, this research focuses on sustainability and social justice while addressing cross-sectoral concerns in consumer culture. Through the use of a mixed-methods approach that incorporates qualitative interviews, quantitative surveys, and in-depth case studies, the study sheds light on the complex interactions between environmental, cultural, and economic elements that influence consumer behavior. Results highlight financial limitations by showing a relationship between sustainable practices and socioeconomic level. Traditional and global cultural influences become important, influencing motivations and creating obstacles. Consumer choices are greatly influenced by business practices, which emphasizes the importance of transparency in promoting positive change. Case studies offer practical examples that highlight both the advantages and disadvantages of consumer behavior. Actionable recommendations for businesses, consumers, and politicians are informed by the combination of quantitative and qualitative findings, paving the way for Indonesia to adopt a more socially equitable and sustainable consumption culture.
A Bibliometric Analysis of Social Justice Movements and Popular Culture Intersection on Social Media Erwin Erwin; Bambang Eko Prayetno; Ilham Akbar Bunyamin
West Science Social and Humanities Studies Vol. 1 No. 04 (2023): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v1i04.272

Abstract

Using a bibliometric analysis, this study conducts a thorough investigation of the relationship between social justice movements, popular culture, and social media. Utilizing citation analysis, co-authorship networks, keyword co-occurrence, and temporal trends analysis, the study draws from a wide spectrum of scholarly publications, including seminal texts and modern contributions. The complex relationships found in the literature are made easier to show with the help of the visualization application VOSviewer. The analysis identifies important research areas and highlights topics including the effects of youth internet use, the contribution of popular culture to activism, and social network dynamics. The intellectual landscape is also shaped by important works by writers like Tarrow, McPherson, and Collins. Along with highlighting justice, race, and gender, the study also uncovers rising themes like diversity and group action through term occurrences. All things considered, this bibliometric analysis offers a thorough grasp of the intellectual landscape, generating a nuanced knowledge of the complex convergence of social justice, popular culture, and social media and providing ideas for future research.
Co-Authors Arief Yanto Rukmana Bambang Eko Prayetno Feliks Anggia Binsar Kristian Panjaitan Hotman Panjaitan Ilham Akbar Bunyamin Lubis, Arief Fahmi Moh Gifari Sono Muhamad Ammar Muhtadi Siska Jeanete Saununu