THE INFLUENCE OF DIGITAL ENTREPRENEURS AND CONSUMER BEHAVIOR ON PRODUCT PURCHASING DESICIONS

Muh Fahrurrozi; Mispandi; Dukha Yunitasari

doi:10.36706/jp.v11i2.40

Authors

Muh Fahrurrozi (SCOPUS ID 75214457054 | SINTA ID 5986424) Pendidikan Ekonomi, Universitas Hamzanwadi, Indonesia
Mispandi Program Studi Pendidikan Ekonomi, Universitas Hamzanwadi
Dukha Yunitasari PGSD Universitas Hamzanwadi

DOI:

https://doi.org/10.36706/jp.v11i2.40

Keywords:

Digital Preneur, Consumer Behavior, Product Purchasing Decisions

Abstract

In the digital era, technological advancements have significantly impacted how consumers make purchasing decisions. Study aims to analyze the influence of digital entrepreneurs and consumer behavior on purchasing decisions. This study uses a quantitative approach with a sample of 100 respondents selected randomly. The data analysis technique used is Smart PLS 4.0 to examine the relationships between the variables of digital entrepreneurs, consumer behavior, and purchasing decisions. The results of the study show that digital entrepreneurs do not have a significant effect on purchasing decisions. Meanwhile, consumer behavior has a positive and significant effect on purchasing decisions. The findings of this study are expected to provide insights for business players, especially digital entrepreneurs, to better understand the factors influencing consumer purchasing decisions. In addition, these results can serve as a reference for future research focusing on other aspects that affect purchasing decisions in the context of digital marketing.

References

Adriyanti, A., & Abubakar, A. H. (2023). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Produk Kecantikan Melalui E-Commerce Shopee. JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial, 17(2), 239-248.

Akhlaq, A., & Ahmed, E. (2015). Digital commerce in emerging economies: Factors associated with online shopping intentions in Pakistan. International Journal of Emerging Markets, 10(4), 634–647.

Azaria, P A., & Utami, N H. (2022). Pengaruh Green Marketing Dan Brand Image Terhadap Minat Beli Produk Zorlien Led Yang Dimoderasikan Teknologi Internet (Studi Pada Mahasiswa di Universitas 17 Agustus 1945 Jakarta). , 5(2), 2633-2646. https://doi.org/10.36778/jesya.v5i2.863

Almestarihi, R., Ahmad, A., Frangieh, R., Abu-AlSondos, I., Nser, K., & Ziani, A. (2024). Measuring the ROI of paid advertising campaigns in digital marketing and its effect on business profitability. Uncertain Supply Chain Management, 12(2), 1275–1284.

Al-Zoubi, W. K. (2024). Economic Development in the Digital Economy: A Bibliometric Review. Economies, 12(3), 53.

Ameen, N., Hoelscher, V., & Panteli, N. (2024). Exploring how mumpreneurs use digital platforms’ algorithms and mechanisms to generate different types of value. Information Systems Journal.

Ananda, T. A., Dewi, N. K., & Saleh, M. Z. (2023). Fenomena Perubahan Strategi Pemasaran dalam Menghadapi Tantangan di Era Digital. Jurnal Publikasi Ilmu Manajemen, 2(4), 98–107.

Apriansyah, R., & Islamuddin, I. (2024). PENGARUH DIGITAL MARKETING DAN VARIASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO FROZENFISH88 KOTA BENGKULU. Jurnal Entrepreneur dan Manajemen Sains (JEMS), 5(2), 626-643.

Ashraf, A., Hameed, I., & Saeed, S. A. (2023). How do social media influencers inspire consumers’ purchase decisions? The mediating role of parasocial relationships. International Journal of Consumer Studies, 47(4), 1416–1433.

Balzano, M., & Bortoluzzi, G. (2024). Strategic Agility in Dynamic Business Environments. International Series in Advanced Management Studies.

Boufounou, P., Eriotis, N., Kounadeas, T., Argyropoulos, P., & Poulopoulos, J. (2024). Enhancing Internal Control Mechanisms in Local Government Organizations: A Crucial Step towards Mitigating Corruption and Ensuring Economic Development. Multidisciplinary Digital Publishing Institute, 12(4), 78-78. https://doi.org/10.3390/economies12040078

Banerji, D., Saha, V., Singh, N., & Srivastava, R. (2023). What are the most important consumer decision factors when choosing an airline? An emerging economy perspective. Asia Pacific Journal of Marketing and Logistics, 35(1), 174–197

Barbosa, B., Saura, J. R., & Bennett, D. (2024). How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses. The Journal of Technology Transfer, 49(1), 69–103

Basu, R., Lim, W. M., Kumar, A., & Kumar, S. (2023). Marketing analytics: The bridge between customer psychology and marketing decision‐making. Psychology & Marketing, 40(12), 2588–2611.

Benchiș, M. P., & Văduva, S. (2024). Inside out: How intrapreneurship is redefining the corporate landscape and shaping tomorrow’s workforce. In Innovating From Within (pp. 114–134). Routledge.

Calderon-Monge, E., & Ribeiro-Soriano, D. (2024). The role of digitalization in business and management: a systematic literature review. Review of Managerial Science, 18(2), 449–491.

Cooley, D., & Parks-Yancy, R. (2019). The effect of social media on perceived information credibility and decision making. Journal of Internet Commerce, 18(3), 249–269.

Fahrurrozi, M. (2023). ENTREPRENEURSHIP & DIGITALISASI: Mengembangkan Bisnis di Era 5.0 (M. Asrobi (ed.); 1st ed.). Universitas Hamzanwadi Press.

Fahrurrozi, M., & SE, M. (2024). TREND AND INNOVATION IN ECONOMICS EDUCATION Analysis and Implication. PT. Literasi Nusantara Abadi Grup.

Gajdzik, B., Jaciow, M., & Wolny, R. (2023). Types of E-consumers and their implications for sustainable consumption—a study of the behavior of polish E-consumers in the second decade of the 21st century. Sustainability, 15(16), 12647.

Gohae, M., Dakhi, P., & Duha, T. (2021). Pengaruh Perilaku Konsumen terhadap Keputusan Pembelian pada UD. Anisa Kecamatan Telukdalam Kabupaten Nias Selatan. Jurnal Ilmiah Mahasiwa Nias Selatan, 4(2), 297–308. https://jurnal.uniraya.ac.id/index.php/jim/article/view/245/203

González-Padilla, P., Navalpotro, F. D., & Saura, J. R. (2023). Managing entrepreneurs’ behavior personalities in digital environments: A review. International Entrepreneurship and Management Journal, 1–25.

González-Padilla, P., Navalpotro, F. D., & Saura, J. R. (2024). Managing entrepreneurs’ behavior personalities in digital environments: A review. International Entrepreneurship and Management Journal, 20(1), 89–113

Gupta, R., Mejia, C., Sadreghazi, S., Sano, Y., Muchangos, L. S. Dos, Sekiguchi, T., Nakamura, H., & Kajikawa, Y. (2024). Traders as ecosystem orchestrators for sustainable foods supply chain transformation. Business Strategy and the Environment.

Hadi, R., Melumad, S., & Park, E. S. (2024). The Metaverse: A new digital frontier for consumer behavior. Journal of Consumer Psychology, 34(1), 142–166.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Haryono, S. A., Fitriany, & Fatima, E. (2017). Pengaruh Struktur Modal dan Struktur Kepemilikan terhadap Kinerja Perusahaan. Jurnal Akuntansi Dan Keuangan Indonesia, 14(2), 119–140

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Hermawan, S., & Kusuma, F. I. S. (2023). Discourse on Online Transportation Regulation under Posner’s Theory: A Comparative Analysis in Indonesia and Brazil. Braz. J. Int’l L., 20, 236.

Huang, Q., Dastane, O., Cham, T.-H., & Cheah, J.-H. (2024). Is ‘she’more impulsive (to pleasure) than ‘him’during livestream e-commerce shopping? Journal of Retailing and Consumer Services, 78, 103707.

Husein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least. Yogyakarta: Modul Ajar.

Imran, M., Lubis, D. P., Muljono, P., & Sadono, D. (2024). Digital Communication and Its Relationship to SME Empowerment and Performance. International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 419–433.

Irwansyah, R., Listya, K., Setiorini, A., Hanika, I. M., Hasan, M., Utomo, K. P., Bairizki, A., Lestari, A. S., Rahayu, D. W. S., Butarbutar, M., Nupus, H., Hasbi, I., Elvera, & Triwardhani, D. (2021).Perilaku Konsumen. Widina Bhakti Persada Bandung

Jadhav, G. G., Gaikwad, S. V., & Bapat, D. (2023). A systematic literature review: digital marketing and its impact on SMEs. Journal of Indian Business Research, 15(1), 76–91

Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376.

Jin, K., Zhong, Z. Z., & Zhao, E. Y. (2024). Sustainable digital marketing under big data: an AI random forest model approach. IEEE Transactions on Engineering Management.

Jiwasiddi, A., Schlagwein, D., Cahalane, M., Cecez‐Kecmanovic, D., Leong, C., & Ractham, P. (2024). Digital nomadism as a new part of the visitor economy: The case of the “digital nomad capital” Chiang Mai, Thailand. Information Systems Journal.

Juliana, J., Limayurid, A. S., Adirestuty, F., Ridlwan, A. A., Rusmita, S. A., & Ismail, S. (2024). Intention to buy halal food through the ShopeeFood application on Generation Z Muslims. Journal of Islamic Accounting and Business Research.

Kar, A. K. (2021). What affects usage satisfaction in mobile payments? Modelling user generated content to develop the “digital service usage satisfaction model.” Information Systems Frontiers, 23(5), 1341–1361.

Karpushkin, G. (2024). Predicting Consumer Behavior Based on Big Data of User-Generated Online Content in Retail Marketing. Global Journal of Flexible Systems Management, 1–16

Khairunnisa, F., & Jamiat, N. (2021). Pengaruh Perilaku Konsumen Terhadap Keputusan Pembelian Produk Kecantikan Secara Online Melalui E-commerce Shopee Di Indoneisa. eProceedings of Management, 8(1).

Khuntia, J., Saldanha, T., Kathuria, A., & Tanniru, M. R. (2024). Digital service flexibility: a conceptual framework and roadmap for digital business transformation. European Journal of Information Systems, 33(1), 61–79

Labrecque, L. I., Vor Dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257–269.

Lantu, D. C., Triady, M. S., Utami, A. F., & Ghazali, A. (2016). Pengembangan model peningkatan daya saing UMKM di Indonesia: Validasi kuantitatif model. The Asian Journal of Technology Management, 15(1), 77.

Lubis, D., Maryam, S., & Hasanah, Q. (2023, May 31). The Relation Between Islamic Business Ethics and The Performance of Traders in The Traditional Market of Cipanas. , 5(2), 147-158. https://doi.org/10.21512/becossjournal.v5i2.10062

Lee, S. M., & Lee, D. (2020). “Untact”: a new customer service strategy in the digital age. Service Business, 14(1), 1–22.

Leeflang, P. S. H., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions for marketing in a digital era. European Management Journal, 32(1), 1–12.

Liu, M., Jia, W., Yan, W., & He, J. (2023). Factors influencing consumers’ repurchase behavior on fresh food e-commerce platforms: An empirical study. Advanced Engineering Informatics, 56, 101936.

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.

Marti, C. L., Liu, H., Kour, G., Bilgihan, A., & Xu, Y. (2024). Leveraging artificial intelligence in firm-generated online customer communities: a framework and future research agenda. Journal of Service Management, 35(3), 438–458.

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246.

Meyer, K. E., Li, J., & Brouthers, K. D. (2023). International business in the digital age: Global strategies in a world of national institutions. Journal of International Business Studies, 54(4), 577.

Mulyadi, M., Hariyadi, H., Hakim, L., Achmad, M., Syafri, W., Purwoko, D., Supendi, S., & Muksin, M. (2023). The role of digital marketing, word of mouth (WoM) and service quality on purchasing decisions of online shop products. International Journal of Data and Network Science, 7(3), 1405–1412.

Murniati, M. P., Purnamasari, V., RATNANINGSIH, S. D. A., CHRISMASTUTI, A. A., SIHOMBING, R., & Warastuti, Y. (2013). Alat-alat Pengujian Hipotesisi.

Pambudi, R., Budiman, A., Rahayu, A. W., Sukanto, A. N. R., & Hendrayani, Y. (2023). Dampak Etika Siber Jejaring Sosial Pada Pembentukan Karakter Pada Generasi Z. JURNAL SYNTAX IMPERATIF: Jurnal Ilmu Sosial Dan Pendidikan, 4(3), 289–300

Pambudi, R., Budiman, A., Rahayu, A. W., Sukanto, A. N. R., & Hendrayani, Y. (2023). Dampak Etika Siber Jejaring Sosial Pada Pembentukan Karakter Pada Generasi Z. JURNAL SYNTAX IMPERATIF: Jurnal Ilmu Sosial Dan Pendidikan, 4(3), 289–300.

Parise, S., Guinan, P. J., & Kafka, R. (2016). Solving the crisis of immediacy: How digital technology can transform the customer experience. Business Horizons, 59(4), 411–420.

Pop, R.-A., Săplăcan, Z., Dabija, D.-C., & Alt, M.-A. (2022). The impact of social media influencers on travel decisions: The role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843.

Purba, G A., & Pudjoprastyono, H. (2023). The Influence of Marketing Mix on Purchasing Decision of NPK Phonska PlusNon-Subsidized Fertilizer in Project Agrosolution PT Petrokimia Gresik. , 06(08). https://doi.org/10.47191/jefms/v6-i8-28

Raji, M. A., Olodo, H. B., Oke, T. T., Addy, W. A., Ofodile, O. C., & Oyewole, A. T. (2024). E-commerce and consumer behavior: A review of AI-powered personalization and market trends. GSC Advanced Research and Reviews, 18(3), 66–77.

Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N P E. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. , 4(1), 74-86. https://doi.org/10.38035/jafm.v4i1.194

Ramadan, Z. (2023). Marketing in the metaverse era: toward an integrative channel approach. Virtual Reality, 27(3), 1905–1918.

Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350–366.

Rifqiyyah, S., & Surianto, M. A. (2024). Pengaruh Digital Marketing, Kualitas Produk Dan Kualitas Layanan Pada Keputusan Pembelian Ulang Pada Coffee Shop Waktu Kopi PPS. Entrepreneur: Jurnal Bisnis Manajemen dan Kewirausahaan, 5(2), 87-98.

Rizki, L. N., & Santoso, B. (2023). Pengaruh Kepuasan Transaksi Online Shopping dan Kepercayaan Pelanggan terhadap Proses Pengambilan Keputusan Pelanggan menggunakan E-Commerce. Jurnal Ilmiah Dan Karya Mahasiswa, 1(4), 143–152.

Ryu, J., Han, S., & Park, T. (2023). An exploratory study of consumer switching behavior in platform businesses: A mixed methods approach. Journal of Consumer Behaviour, 22(6), 1399–1414.

Saberian, F., Amirshahi, M., Ebrahimi, M., & Nazemi, A. (2020). Linking digital platforms’ service dimensions to customers’ purchase. The Bottom Line, 33(4), 315–335.

Shin, S., & Cho, M. (2023). Environmental cognition and environmental performance in restaurants: roles of green supplier selection and joint actions. International Journal of Contemporary Hospitality Management, 35(6), 1925–1942.

Song, H. G., & Jo, H. (2023). Understanding the continuance intention of omnichannel: Combining TAM and TPB. Sustainability, 15(4), 3039.

Shukla, R S. (2023). A Study of Consumer Buying Behavior of Ford Brand. , 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3092

Tajpour, M., Hosseini, E., & Mohiuddin, M. (2023). Effects of innovative climate, knowledge sharing, and communication on sustainability of digital start-ups: Does social media matter? Journal of Open Innovation: Technology, Market, and Complexity, 9(2), 100053.

Umboh, I. A., & Aryanto, V. D. W. (2023). Digital marketing development model through digital literacy mediation to improve SME’s performance. Media Ekonomi Dan Manajemen, 38(1), 94–108.

Wang, L., Wang, Z., Wang, X., & Zhao, Y. (2022). Assessing word-of-mouth reputation of influencers on B2C live streaming platforms: the role of the characteristics of information source. Asia Pacific Journal of Marketing and Logistics, 34(7), 1544–1570.

Wang, X., Wong, Y. D., Chen, T., & Yuen, K. F. (2023). Consumer logistics in contemporary shopping: a synthesised review. Transport Reviews, 43(3), 502–532.

Widodasih, R W K. (2023). The Effect of Price, Product Quality and Promotion on Purchasing Decisions at UMKM Baso Aci Mba Pit in Jonggol. , 2(6), 1073-1080. https://doi.org/10.55927/fjmr.v2i6.4656

Wardana, L. W., Indrawati, A., Maula, F. I., Mahendra, A. M., Fatihin, M. K., Rahma, A., Putri, A. A., & Narmaditya, B. S. (2023). Do digital literacy and business sustainability matter for creative economy? The role of entrepreneurial attitude. Heliyon, 9(1).

Wibisono, A. D., & Cahyadi, L. (2024). Pengaruh Kualitas Pelayanan, Kepercayaan Pelanggan dan Kepuasan Pelanggan Terhadap Loyalitas Pelanggan Pada E-Commerce. Jurnal Manajemen Bisnis Digital Terkini, 1(2), 12–28.

Yulianti, P., Fahmy, R., Rahman, H., & Rivai, H. A. (2023). Analisis Knowledge Management Menggunakan Model Big Data di Media Sosial UMKM. Jurnal Manajemen Informatika (JAMIKA), 13(1), 24–39.

Zaato, S. G., Zainol, N. R., Khan, S., Rehman, A. U., Faridi, M. R., & Khan, A. A. (2023). The mediating role of customer satisfaction between antecedent factors and brand loyalty for the shopee application. Behavioral Sciences, 13(7), 563.

Zeng, Z., Zhong, W., & Naz, S. (2023). Can environmental knowledge and risk perception make a difference? The role of environmental concern and pro-environmental behavior in fostering sustainable consumption behavior. Sustainability, 15(6), 4791.

Zhai, Y., Yang, K., Chen, L., Lin, H., Yu, M., & Jin, R. (2023). Digital entrepreneurship: global maps and trends of research. Journal of Business & Industrial Marketing, 38(3), 637–655.

Industrial Marketing, 38(3), 637–655.