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Menampilkan 1–2 dari 2 artikel
Entrepreneurial Marketing in the Digital Ecosystem : The Influence of E-commerce Platforms on the Growth of MSMEs in the Post-Pandemic Era
Nanik Wahyuningtiyas
; Sudarmiatin Sudarmiatin
International Journal of Management Science and Entrepreneurship
Vol 2
, No 2
(2025)
This study examines the influence of e-commerce platforms on the growth of MSMEs in the post-pandemic era, focusing on the implementation of entrepreneurial marketing strategies in the digital ecosystem. This research aims to understand how e-commerce platforms help MSMEs in developing more adaptive and effective marketing strategies amid changes in consumer behavior post-pandemic. The method used is a quantitative approach with Structural Equation Modeling (SEM) to analyze the direct and indire...
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Exploring HR Collaborative Initiatives in Opening Global Market Access for MSMEs
Nanik Wahyuningtiyas
; Budi Eko Soetjipto
International Journal of Management and Digital Sciences
Vol 2
, No 2
(2025)
The digital era has transformed marketing strategies, particularly for tech startups targeting Generation Z (Gen Z). This study investigates the influence of guerrilla and viral marketing on Gen Z consumer perceptions and behaviors in the context of tech startups, focusing on a risk-based entrepreneurial marketing approach. A quantitative survey with 212 Gen Z respondents was conducted to analyze the effects of these marketing strategies on consumer engagement, brand perception, and purchasing b...
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