Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.255-267
Ririn Wulandari, W. Koe
This study aims to analyze the influence of the characteristics of MSME owners on their performance through innovation in Indonesia and Malaysia. Structural Equation Modeling (SEM) was used to analyze the data, with the Smart-PLS program. The population in this study was Micro, Small, and Medium Enterprises from various types of businesses. The number of respondents was 225 from Indonesia and Malaysia. The sampling technique used was stratified judgment sampling. Questionnaire in the form of Google Forms and distributed via WhatsApp, Facebook, and Instagram. The study results show that innovation affects the performance of MSMEs in Indonesia and Malaysia. In Indonesia, owner characteristics influence innovation but do not affect performance. With the characteristics they have, MSME owners can improve their performance through the creation of innovations. However, this is not the case in Malaysia.
{"title":"The Effect of Owner’s Characteristics through Innovation on the MSMEs Performance","authors":"Ririn Wulandari, W. Koe","doi":"10.21632/irjbs.15.3.255-267","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.255-267","url":null,"abstract":"This study aims to analyze the influence of the characteristics of MSME owners on their performance through innovation in Indonesia and Malaysia. Structural Equation Modeling (SEM) was used to analyze the data, with the Smart-PLS program. The population in this study was Micro, Small, and Medium Enterprises from various types of businesses. The number of respondents was 225 from Indonesia and Malaysia. The sampling technique used was stratified judgment sampling. Questionnaire in the form of Google Forms and distributed via WhatsApp, Facebook, and Instagram. The study results show that innovation affects the performance of MSMEs in Indonesia and Malaysia. In Indonesia, owner characteristics influence innovation but do not affect performance. With the characteristics they have, MSME owners can improve their performance through the creation of innovations. However, this is not the case in Malaysia.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42180747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.229-239
Blanche Vailankani Vaz, Farah Felizinha Mendonca
This research investigates ‘The Impact of Covid-19 Pandemic on Small Retail Stores in India’. Its primary focus was to find out the various obstacles faced, strategies implemented and measures adopted by small retail stores during the Covid-19 pandemic and if there were any variations among the various retail stores in South Goa. Data was obtained from 69 small retail stores of South Goa namely medical, general, clothing and electronic stores. A One-way ANOVA test was used to analyze the data responses. Results indicated there were no much variations among the retail stores with respect to the obstacles faced, strategies implemented and measures adopted during Covid-19 pandemic. Due to the pandemic a large number of small retail stores faced many constraints. This paper elucidates how small retail stores can strategize and implement various ways to meet the needs of the customers in case of any such future emergencies.
{"title":"How Small Retail Stores React on Covid-19 Pandemic Constraints","authors":"Blanche Vailankani Vaz, Farah Felizinha Mendonca","doi":"10.21632/irjbs.15.3.229-239","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.229-239","url":null,"abstract":"This research investigates ‘The Impact of Covid-19 Pandemic on Small Retail Stores in India’. Its primary focus was to find out the various obstacles faced, strategies implemented and measures adopted by small retail stores during the Covid-19 pandemic and if there were any variations among the various retail stores in South Goa. Data was obtained from 69 small retail stores of South Goa namely medical, general, clothing and electronic stores. A One-way ANOVA test was used to analyze the data responses. Results indicated there were no much variations among the retail stores with respect to the obstacles faced, strategies implemented and measures adopted during Covid-19 pandemic. Due to the pandemic a large number of small retail stores faced many constraints. This paper elucidates how small retail stores can strategize and implement various ways to meet the needs of the customers in case of any such future emergencies.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48421427","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.283-292
Tryson Yangailo
This research examined the impact and challenges of globalization on railway transport sector in Africa. The study employed two railway companies as sample, state-owned railway company and private owned company. Using questionnaire as research instruments, data were collected and analyzed with simple percentages and non-parametric Kruskal-Wallis statistical tools. The major findings of the study were that: (a) the problem of competition and poor technology are the greatest challenges; (b) Railway companies with fewer globalization challenges perform significantly much better than those with more challenges; (c) Managers with positive attitude toward globalization perform significantly better than those with negative attitude and; (d) Railway state-owned receives government’s support but not enough to warrant its competitiveness. The study concluded that for railway sector to continue surviving in this globalization era, governments must immediately step up and render support to railway transport sector as opposed to only supporting road sector.
{"title":"Globalization on The Railway Transport Sector","authors":"Tryson Yangailo","doi":"10.21632/irjbs.15.3.283-292","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.283-292","url":null,"abstract":"This research examined the impact and challenges of globalization on railway transport sector in Africa. The study employed two railway companies as sample, state-owned railway company and private owned company. Using questionnaire as research instruments, data were collected and analyzed with simple percentages and non-parametric Kruskal-Wallis statistical tools. The major findings of the study were that: (a) the problem of competition and poor technology are the greatest challenges; (b) Railway companies with fewer globalization challenges perform significantly much better than those with more challenges; (c) Managers with positive attitude toward globalization perform significantly better than those with negative attitude and; (d) Railway state-owned receives government’s support but not enough to warrant its competitiveness. The study concluded that for railway sector to continue surviving in this globalization era, governments must immediately step up and render support to railway transport sector as opposed to only supporting road sector.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43396313","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.293-315
W. Abdillah, Berto Usman, Fidela Hasworini
This study aims to identify the PESTEL and Porter’s 5-Forces analysis while identifying the turnaround process of TV provider subscription after a decline in firm performance. The case of this study is MSKY Vision Enterprise, which employs a qualitative descriptive approach using the conceptual framework of PESTEL analysis, Porter’s Five forces, and turnaround strategy developed by Hoffman in 1989 in analyzing the condition of a decline in firm performance and an appropriate turnaround strategy. The study is initiated by firstly investigating financial distress using a Multiple Discriminant Analysis (MDA) developed by Altman and Hotchkiss (2006). Furthermore, an analysis of the company’s external and internal factors is conducted to determine the causes of performance decline, threats, and opportunities in the pay television industry in Indonesia. Next, a turnover strategy proposition analysis is proposed to identify the strategic and operational actions taken to overcome the decline in performance.
{"title":"Turnaround Strategy of the Subscription Television Industry","authors":"W. Abdillah, Berto Usman, Fidela Hasworini","doi":"10.21632/irjbs.15.3.293-315","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.293-315","url":null,"abstract":"This study aims to identify the PESTEL and Porter’s 5-Forces analysis while identifying the turnaround process of TV provider subscription after a decline in firm performance. The case of this study is MSKY Vision Enterprise, which employs a qualitative descriptive approach using the conceptual framework of PESTEL analysis, Porter’s Five forces, and turnaround strategy developed by Hoffman in 1989 in analyzing the condition of a decline in firm performance and an appropriate turnaround strategy. The study is initiated by firstly investigating financial distress using a Multiple Discriminant Analysis (MDA) developed by Altman and Hotchkiss (2006). Furthermore, an analysis of the company’s external and internal factors is conducted to determine the causes of performance decline, threats, and opportunities in the pay television industry in Indonesia. Next, a turnover strategy proposition analysis is proposed to identify the strategic and operational actions taken to overcome the decline in performance.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49085009","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.269-281
Priyanka Runach, Karam Pal Narwal
Having an optimum capital structure is crucial as it leads the company to its better operating performance. This paper examines the key determinants affecting the financing decision of start-up firms with reference to the Delhi NCR region in India by using panel data regression models. The hypotheses are formed based on theories of capital structure and existing literature. The financial information data of a final sample of 29 manufacturing start-up firms are taken into consideration for empirical analysis. The results of this research revealed that firm size, growth opportunities, profitability and liquidity are key factors significantly affecting the capital structure decision of start-up firms in India. The relationship found for firm size, profitability and liquidity supported the hypothesis of pecking order theory while growth variable results supported the hypothesis of trade-off theory. Therefore, the pecking order theory is found to be more applicable here in startup firms in India.
{"title":"Determinants of Financing Decisions of Start Up Firms","authors":"Priyanka Runach, Karam Pal Narwal","doi":"10.21632/irjbs.15.3.269-281","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.269-281","url":null,"abstract":"Having an optimum capital structure is crucial as it leads the company to its better operating performance. This paper examines the key determinants affecting the financing decision of start-up firms with reference to the Delhi NCR region in India by using panel data regression models. The hypotheses are formed based on theories of capital structure and existing literature. The financial information data of a final sample of 29 manufacturing start-up firms are taken into consideration for empirical analysis. The results of this research revealed that firm size, growth opportunities, profitability and liquidity are key factors significantly affecting the capital structure decision of start-up firms in India. The relationship found for firm size, profitability and liquidity supported the hypothesis of pecking order theory while growth variable results supported the hypothesis of trade-off theory. Therefore, the pecking order theory is found to be more applicable here in startup firms in India.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48283918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.241-253
Rr. Retno Rizki Dini Yuliana,, Septian Adityawati
The Covid-19 pandemic that has hit the whole world since the end of 2019 has limited community activities, including economic transactions. This study aims to analyze the impact of Covid-19 on the behavior of Indonesian people. It also explained online purchases and sales and the implications of these changes. This study used quantitative descriptive analysis with data collection through online surveys. The results showed that online purchases increased significantly, the majorities are health products and ready-to-eat foods. Many MSMEs felt a positive impact, where new businesses have sprung up to respond to high demand. Some respondents have just started a business during Covid-19 and started trying to sell their products online.
{"title":"Online Buying and Selling Transactions during The Covid-19 Pandemic","authors":"Rr. Retno Rizki Dini Yuliana,, Septian Adityawati","doi":"10.21632/irjbs.15.3.241-253","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.241-253","url":null,"abstract":"The Covid-19 pandemic that has hit the whole world since the end of 2019 has limited community activities, including economic transactions. This study aims to analyze the impact of Covid-19 on the behavior of Indonesian people. It also explained online purchases and sales and the implications of these changes. This study used quantitative descriptive analysis with data collection through online surveys. The results showed that online purchases increased significantly, the majorities are health products and ready-to-eat foods. Many MSMEs felt a positive impact, where new businesses have sprung up to respond to high demand. Some respondents have just started a business during Covid-19 and started trying to sell their products online.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42391317","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-01-15DOI: 10.21632/irjbs.15.3.219-227
E. Sugiyanto, R. Wijayanti
The problem in this study is that there are still various controversies in the results of research regarding the relationship and influence between innovations on performance. In addition, there is also a gap, namely the increasing number of women's businesses on the one hand and on the other hand, the success of women's businesses tends to be lower than that of men's businesses. So this study aims to close the research gap, namely the influence of Innovativeness on business performance by mediating competitive advantage. The sample is 62 women entrepreneurs. Methods of data collection using a questionnaire via google form. The data analysis method uses SEM with the WrapPLS 7.0 program. The results show that Innovation has a significant positive effect on Competitive Advantage, but has no effect on Business Performance. Meanwhile, Competitive Advantage has a significant positive effect on Business Performance and has succeeded in becoming a mediator (full mediation) for Innovation and Business Performance.
{"title":"How Innovativeness Influence on Women Business Performance","authors":"E. Sugiyanto, R. Wijayanti","doi":"10.21632/irjbs.15.3.219-227","DOIUrl":"https://doi.org/10.21632/irjbs.15.3.219-227","url":null,"abstract":"The problem in this study is that there are still various controversies in the results of research regarding the relationship and influence between innovations on performance. In addition, there is also a gap, namely the increasing number of women's businesses on the one hand and on the other hand, the success of women's businesses tends to be lower than that of men's businesses. So this study aims to close the research gap, namely the influence of Innovativeness on business performance by mediating competitive advantage. The sample is 62 women entrepreneurs. Methods of data collection using a questionnaire via google form. The data analysis method uses SEM with the WrapPLS 7.0 program. The results show that Innovation has a significant positive effect on Competitive Advantage, but has no effect on Business Performance. Meanwhile, Competitive Advantage has a significant positive effect on Business Performance and has succeeded in becoming a mediator (full mediation) for Innovation and Business Performance.","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42016303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
H. Yudawisastra, Asep Suwarna, Daduk Merdika Mansur
Topics on business sustainability and environmentally friendly products and ways to introduce issues have become much in demand by various levels of society. This research aims to see the effect of green products in influencing sustainability business through green marketing, where green marketing acts as a moderating variable. This analysis method is multivariate data analysis model analysis, including factor analysis and Partial Least Square (PLS). The research object is 350 restaurants in Badung with the criteria of environmentally friendly restaurants. The results show that green marketing does not moderate green products towards sustainability business. The study was conducted during the recovery period of the COVID-19 pandemic, where these results represent the condition of the culinary business at restaurants in Badung, especially restaurants affected by the pandemic conditions.
{"title":"The Impact of Green Products on Sustainability Business with Green Marketing as a Moderating Variable in Restaurant in Badung Bali","authors":"H. Yudawisastra, Asep Suwarna, Daduk Merdika Mansur","doi":"10.32924/ijbs.v6i3.242","DOIUrl":"https://doi.org/10.32924/ijbs.v6i3.242","url":null,"abstract":"Topics on business sustainability and environmentally friendly products and ways to introduce issues have become much in demand by various levels of society. This research aims to see the effect of green products in influencing sustainability business through green marketing, where green marketing acts as a moderating variable. This analysis method is multivariate data analysis model analysis, including factor analysis and Partial Least Square (PLS). The research object is 350 restaurants in Badung with the criteria of environmentally friendly restaurants. The results show that green marketing does not moderate green products towards sustainability business. The study was conducted during the recovery period of the COVID-19 pandemic, where these results represent the condition of the culinary business at restaurants in Badung, especially restaurants affected by the pandemic conditions. \u0000 ","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88876219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Lufina Mahadewi, S. Surachman, Djumilah Hadiwidjojo, N. K. Indrawati
This study aims to explore and understand the context of the behavior and perceptions of Buddhist entrepreneurs in the application of risk management in entrepreneurial activities. This study reveals the implementation of Buddhist values in the framework of entrepreneurial risk management. This study is set in the setting of Buddhist entrepreneurs in the city of Bekasi, West Java, through a phenomenological qualitative research approach. This study reveals that risk management is a process of reducing inefficiencies that arise from the causal relationship of the actions of Buddhist entrepreneurs in the perspective of Buddhism, Truth in Dhamma. The values of Buddha's teachings are the background for the risk management process which is characterized by an entrepreneurial spirit and character based on Buddhism. This implementation provides a form of motivation in an effort to eliminate risk in an attempt to create value from entrepreneurial activities for the beatitude of oneself and others by having an awareness that is focused on spiritual beatitude. Buddhist values color the formation of an entrepreneurial culture which is reflected in the practices of Buddhist entrepreneurial risk management. The findings of this study provide developments on stakeholder theory on the fulfillment of financial and social performance to stakeholders and its relevance to the fulfillment of spiritual aspects. This study provides the development of stakeholder theory on the interaction between stakeholder attributes and the essential meaning of entrepreneurship in economic, social and spiritual contexts. This study reveals an integrated theoretical model of Buddhist value-based entrepreneurial risk management practices that not only raises the spectrum of traditional risk management, but reflects the value of Buddhism in entrepreneurial activities in fulfilling the goals of Buddhist entrepreneurs in the form of holistic adherence to Buddhist values in personal and business life. Keywords: Entrepreneurial Risk Management, Risk Process, Buddhist Values
{"title":"Entrepreneurial Risk Management of Buddhist Entrepreneurs","authors":"Lufina Mahadewi, S. Surachman, Djumilah Hadiwidjojo, N. K. Indrawati","doi":"10.32924/ijbs.v6i3.257","DOIUrl":"https://doi.org/10.32924/ijbs.v6i3.257","url":null,"abstract":"This study aims to explore and understand the context of the behavior and perceptions of Buddhist entrepreneurs in the application of risk management in entrepreneurial activities. This study reveals the implementation of Buddhist values in the framework of entrepreneurial risk management. This study is set in the setting of Buddhist entrepreneurs in the city of Bekasi, West Java, through a phenomenological qualitative research approach. This study reveals that risk management is a process of reducing inefficiencies that arise from the causal relationship of the actions of Buddhist entrepreneurs in the perspective of Buddhism, Truth in Dhamma. The values of Buddha's teachings are the background for the risk management process which is characterized by an entrepreneurial spirit and character based on Buddhism. This implementation provides a form of motivation in an effort to eliminate risk in an attempt to create value from entrepreneurial activities for the beatitude of oneself and others by having an awareness that is focused on spiritual beatitude. Buddhist values color the formation of an entrepreneurial culture which is reflected in the practices of Buddhist entrepreneurial risk management. The findings of this study provide developments on stakeholder theory on the fulfillment of financial and social performance to stakeholders and its relevance to the fulfillment of spiritual aspects. This study provides the development of stakeholder theory on the interaction between stakeholder attributes and the essential meaning of entrepreneurship in economic, social and spiritual contexts. This study reveals an integrated theoretical model of Buddhist value-based entrepreneurial risk management practices that not only raises the spectrum of traditional risk management, but reflects the value of Buddhism in entrepreneurial activities in fulfilling the goals of Buddhist entrepreneurs in the form of holistic adherence to Buddhist values in personal and business life. \u0000Keywords: Entrepreneurial Risk Management, Risk Process, Buddhist Values \u0000 ","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78659357","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Social media influencers are winning over the internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on the young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews, and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behavior of Generation Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them to purchase, as well as find differences between the given consumers' generations. The analysis is performed using statistics. Thus, this inquiry is also a study of causality. Causal research, alternatively referred to as explanatory study, is used to determine the extent and type of cause-and-effect relationships
{"title":"Evaluating the Impact of Indonesia’s Instagram Influencer Marketing on Influencing Purchase Decision of Their Followers","authors":"Nasreen Anis Putri Daud, Firdaus Basbeth","doi":"10.32924/ijbs.v6i3.256","DOIUrl":"https://doi.org/10.32924/ijbs.v6i3.256","url":null,"abstract":"Social media influencers are winning over the internet with their outstanding work and presence. Their opinions have a powerful impact on people, especially on the young generation. We can mark them as a modern phenomenon that has seen a huge increase in cooperation with marketing agencies over recent years. More and more people are following such influencers so that they do not miss out on their content. Brands flock to such influencers for mentions, reviews, and recommendations. Even though influencer marketing is a relatively new strategy, it continues to be a viable solution for marketers who are willing to think outside the box while building relationships with their target market. The aim of the study is to offer a comprehensive reflection on influencer marketing opportunities and determine the impact of influencers on consumer behavior of Generation Y and Z. We wanted to find out whether influencers, who promote products, can attract potential customers and encourage them to purchase, as well as find differences between the given consumers' generations. The analysis is performed using statistics. Thus, this inquiry is also a study of causality. Causal research, alternatively referred to as explanatory study, is used to determine the extent and type of cause-and-effect relationships","PeriodicalId":31166,"journal":{"name":"International Research Journal of Business Studies","volume":"20 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80314489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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