This study investigates the effects of influencer marketing, gamification, and live streaming on consumer purchase decisions in TikTok Shop. It also examines the influence of purchase decisions on electronic word-of-mouth (eWOM) in the context of social commerce. As competition among online retailers continues to intensify, understanding the effectiveness of these digital marketing strategies has become increasingly important for improving customer engagement and business performance. Throughout the course of this inquiry, a quantitative methodology was utilized. Primary data were collected from 250 respondents through a structured questionnaire distributed to customers who had previously purchased products from Tio Gallery. The data were evaluated using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that gamification significantly affects purchase decisions, which in turn strongly influence eWOM, while influencer marketing and live streaming show no significant impact on purchase decisions. These findings indicate that interactive and reward-based marketing features are more effective than influencer endorsements and live selling activities in encouraging consumers to complete purchases. Furthermore, satisfied customers are more likely to share positive experiences and recommendations through eWOM. This study contributes to the social commerce literature by developing an integrated model within the TikTok Shop environment and provides practical implications for businesses seeking to enhance purchasing decisions and post-purchase engagement through effective gamification strategies.
This study examines the relationships among entrepreneur-level characteristics, marketing literacy, personal attitude, regulatory support, and Sustainable Green Entrepreneurship (SGE) among MSMEs in Aceh Province. Specifically, it investigates the mediating role of personal attitude in the relationships between entrepreneur-level characteristics, marketing literacy, and SGE, as well as the moderating role of regulatory support in the relationship between personal attitude and SGE. Using survey data collected from 323 MSME owners and managers, the proposed relationships were examined using covariance-based structural equation modelling (CB-SEM). The findings indicate that entrepreneur-level characteristics and marketing literacy are significantly associated with personal attitude and SGE. Personal attitude partially mediates the relationships between entrepreneur-level characteristics, marketing literacy, and SGE. Furthermore, regulatory support significantly moderates the relationship between personal attitude and SGE. The positive interaction indicates that the negative association between personal attitude and SGE becomes less negative as regulatory support increases, although the conditional relationship remains negative at low, mean, and high levels of regulatory support. These findings indicate that SGE is associated with entrepreneurial characteristics, marketing capability, sustainability-oriented attitudes, and the institutional conditions within which MSMEs operate.
Studies examining the moderating role of green finance in the relationship between ESG and firm value in the banking sector across ASEAN countries remain relatively limited. Therefore, this study analyses the effects of environmental, social, and governance (ESG) and green finance on firm value, while also testing the moderating role of green finance on the relationship between ESG and firm value in the banking sector across the ASEAN-5 (Indonesia, Malaysia, Singapore, Thailand, and Philippines) from 2020 to 2024. The sample consists of 46 banks with 177 unbalanced panel observations. Data were obtained from LSEG Workspace and sustainability reports. Firm value is proxied by Tobin’s Q, while PBV is used as a robustness test. Panel data regression analysis using a fixed-effects model and interaction analysis were employed to test the hypotheses. The results show that ESG, ESG pillars individually, and green finance do not have a significant positive effect on firm value. However, green finance significantly moderates the relationship between ESG and firm value. These findings indicate that green finance acts as a mechanism that enhances the effectiveness of ESG implementation in creating firm value, thereby enriching the literature on the relationship between ESG and firm value in the ASEAN banking sector.
This study explores the impact of customer perceptions of value and quality on subjective norms, attitudes, satisfaction, revisit intentions, and loyalty at the “No Pork, No Lard” restaurant using the Stimulus-Organism-Response (SOR) theoretical framework. Data were collected through a survey of 600 consumers across six major cities in Indonesia and analyzed using Structural Equation Modeling (SEM). The results indicate that perceived value significantly influences subjective norm and attitude; however, it has no significant effect on satisfaction, intention to revisit, or loyalty. Meanwhile, perceived quality significantly affects subjective norm, attitude, and satisfaction, but does not have a direct influence on intention to revisit and loyalty. In addition, subjective norms drive loyalty, attitudes shape both revisit intention and loyalty, while satisfaction influences the two response variables. Overall, perceived quality emerges as the key factor in consumer perception and evaluation, while perceived value has a more limited impact. The results also emphasize the importance of attitude and satisfaction as direct drivers of consumer revisit intention and loyalty. This research provides significant insights into consumer behavior in halal-labeled food establishments and highlights the need to focus on improving service quality and strengthening positive consumer attitudes.
This study aims to analyze the effect of digital transformation and fintech utilization on the financial sustainability of culinary micro, small, and medium enterprises (MSMEs), with digital financial literacy as a mediating variable. This research employed a quantitative explanatory approach involving 250 MSME owners and financial managers in Salatiga, Semarang, and Rembang. Data were collected through structured questionnaires and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that digital transformation and fintech utilization have positive and significant effects on digital financial literacy. Furthermore, digital financial literacy significantly influences the financial sustainability of culinary MSMEs. The findings also confirm that digital financial literacy plays an important mediating role in strengthening the relationship between technology adoption and financial sustainability. These results suggest that technology adoption becomes more effective when supported by adequate financial knowledge and digital skills. This study provides practical implications for policymakers and MSME practitioners to strengthen digital and financial literacy programs in order to enhance sustainable business performance.
