APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs
The APSKI International Conference (APSKI) 2026 Theme: “Empowering Future Ventures: The Nexus of AI & Entrepreneurial Excellences" Host By : The 4th APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs 2026 is annually conference held by APSKI. The 1st APSKI is the International Conference on Entrepreneurship (APSKI-ICE) 2023, the 2nd is the International Conference on Association of Indonesian Entrepreneurship Study Programs (ICoAiesp 2024), and The 3rd APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs 2025. APSKI Conferences is inspired by the entrepreneurial spirit. Based on the spirit of entrepreneurship, it is hoped that it will generate a passion for research in the field of entrepreneurship that can inspire and empower society. Along with the momentum of awakening after a long pandemic, entrepreneurship is one of the pillars supporting economic revival. This revival needs to get the support of various parties, including researchers and academics. The 4th APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs 2026 will facilitate the needs of academics and researchers that concern with "Empowering Future Ventures: The Nexus of AI & Entrepreneurial Excellences". As a forum for discussing the results of the research and contributing to the entrepreneurial research field with qualified research. By using that theme, APSKI Conference 2026 (ISSN: 3064-3635) accepts full papers in these areas, but not limited to: Entrepreneurship and Innovation Leadership in Business Strategic Planning Marketing and Digital Marketing with AI Information & Knowledge Management System Information and Technology with AI Commercialization of Technology with AI Human Resource in Business Operations Management Communication and design for Business Sustainability Management Accounting and Finance Data Mining and Analytics with AI Tourism and Hospitality in Business Context Conferences Schedule (Poster) Open submission: 1 May 2026 Deadline for full paper submission: 27 June 2026 (Extended 10 July 2026) Notification of accepted full paper: 30 June 2026 (Extended 14 July 2026) Deadline for Final registration: 16 July 2026 Conference date: 22-23 July 2026 Our flexible registration types, "on-site" or "online," can be chosen upon submission of the conference submission form. This ensures that you can present, publish, and participate, regardless of your situation. Registration Fee Early-bird Registration Fee Rp. 500.000,- (due date 1 July 2026) Normal Registration Fee Rp. 750.000,- (due date 16 July 2026) Student Registration Fee Rp. 350.000,- (due date 16 July 2026) Payment Method: Please transfer to the following BNI bank account: Account Number: 1812250463 Account Name: Perkumpulan Program Studi Kewirausahaan Indonesia Payment Confirmation: Kindly send your payment proof to: admin@apski.net Subject: Payment ID [Paper ID] Note: For APSKI members, seminar payments can also be made through the membership application via APSKI Membership
Aliansi Program Studi Kewirausahaan Indonesia
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The Role of FoMO Marketing and Visual Appeal in Driving Impulse Buying Behavior: The Mediating Effect of Emotional Response in Digital Entrepreneurship
Digital communications give e-commerce platforms to encourage customers to buy on impulse. The purpose of this study is to evaluate FoMO marketing and visual appeal as components of impulse buying and use emotional response as an intercession factor. The study relied on a quantitative survey of 100 students in Bandung, Indonesia, using an online questionnaire, and the data was analyzed using Smart PLS with the PLS algorithm and the bootstrapping technique to verify the hypothesis. The study reveals that both FOMO marketing and visual appeal enhance the emotional response of consumers, which in turn increases unplanned buying behavior. The results show that although uncertainty-based marketing strategies have more direct pathways to impulse buying, visual appeal has less effect, and so emotional connection is crucial for unplanned buying behavior. The originality of this study is the integrated model of emotional response that identifies the implicit connection of external stimuli in digital marketing to “buying on impulse,” as an outcome. The results of the study suggest that digital marketers use both emotional stimulus and visual appeals to optimize sales in a competitive market, while focusing on the balance of both factors.
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Analysis of Expansion Strategies in Supporting the Development of Grocery Store Entrepreneurship in Pangkep Regency
This study aims to analyze expansion strategies as an effort to support the development of entrepreneurship in grocery stores in Pangkep Regency. This study uses a qualitative approach with descriptive methods. Data were obtained through observation, interviews, and documentation. Informants in this study consisted of business owners, employees, and grocery store customers. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions. Expansion strategies were analyzed using the Ansoff Matrix which includes market penetration, market development, product development, and diversification. The results show that grocery stores in Pangkep Regency have undertaken various efforts to develop entrepreneurship through a gradual expansion strategy, although the implementation is still basic and not fully planned. The market penetration strategy is implemented through providing friendly service, setting competitive prices, and efforts to maintain customer loyalty. The market development strategy is carried out by reaching household consumers, small traders, food stalls, and culinary businesses around the Pangkep Regency Central Market. The product development strategy is realized by adding various basic necessities and complementary goods according to consumer needs. The diversification strategy is still in its early stages, such as plans to implement a digital payment system, ordering services via WhatsApp, and the addition of supporting products and services. The findings of this study indicate that the implementation of expansion strategies has an important role in supporting the development of grocery store entrepreneurship to be more adaptive and able to increase competitiveness amidst the development of the business environment.
The Contribution of Brand Image in Influencing Ventela Shoes Purchasing Decisions in the Context of Fashion Entrepreneurship Among Students at Universitas Negeri Makassar
This study aims to determine the contribution of brand image in influencing purchasing decisions for Ventela shoes in the context of fashion entrepreneurship among students at Universitas Negeri Makassar. This research is a quantitative study with a descriptive approach using a survey method. The population in this study consisted of 65 students at Universitas Negeri Makassar who are currently using or have used Ventela shoes. The sampling technique used non-probability sampling with a saturated sampling method. Data were collected through questionnaires. Data analysis techniques used include validity and reliability tests, classical assumption tests (normality tests and linearity tests), simple linear regression analysis, t-tests, and coefficient of determination (R²) tests. The results of the study indicate that brand image has a positive and significant effect on purchasing decisions. In addition, the results of the coefficient of determination test show an R² value of 0.595, which means that the brand image variable is able to explain 59.5% of the variation in purchasing decisions, while the remaining 40.5% is influenced by other factors outside the study. These findings indicate that a positive brand image contributes to increasing purchasing decisions for Ventela shoes and reinforces the importance of branding strategies as part of developing fashion entrepreneurship.
Analysis of the Role of Online Customer Ratings and Online Customer Reviews in Influencing Purchasing Decisions at Azzahra Digital Printing on Shopee in the Context of Digital Entrepreneurship
This study aims to analyze the role of Online Customer Ratings and Online Customer Reviews in influencing purchasing decisions at Azzahra Digital Printing on Shopee in the context of digital entrepreneurship. This study uses a quantitative approach with a survey method and an associative research design. The study population consisted of 4,911 Azzahra Digital Printing customers during the 2020–2024 period, with a sample of 98 respondents determined using the Slovin formula through a random sampling technique. Data were collected using a questionnaire with a Likert scale and analyzed using multiple linear regression through t-tests, F-tests, and coefficients of determination (R²) with the help of SPSS software. The results of the study show that partially, Online Customer Ratings have a positive effect on purchasing decisions, while Online Customer Reviews also have a positive effect on purchasing decisions. Simultaneously, Online Customer Ratings and Online Customer Reviews influence purchasing decisions with a coefficient of determination (R²) of 0.446, which indicates that 44.6% of the variation in purchasing decisions can be explained by these two variables, while the rest is influenced by other factors outside the study. These findings indicate that strengthening digital reputation through improving customer ratings and review quality plays an important role in driving purchasing decisions and supporting the development of digital entrepreneurship on e-commerce platforms.
Analysis of the Role of Shopee Affiliate Programs and Prices on Students' Purchase Intentions in the Context of Digital Entrepreneurship at Universitas Negeri Makassar
This study aims to analyze the influence of the Shopee affiliate program and pricing on students' purchase intentions in the context of digital entrepreneurship at Universitas Negeri Makassar. This study uses a quantitative approach. The sampling method used was purposive sampling with a sample size of 61 respondents. Data collection was carried out by distributing questionnaire links to students. Data analysis techniques used included instrument testing, classical assumption testing, multiple linear regression analysis, hypothesis testing, and coefficient of determination, processed using SPSS version 27 software. The results show that the Shopee affiliate program has a positive and significant effect on students' purchase intentions. In addition, pricing also has a positive and significant effect on students' purchase intentions. Simultaneously, the Shopee affiliate program and pricing have a positive and significant effect on students' purchase intentions. These findings indicate that appropriate affiliate program and pricing strategies can increase students' purchase intentions and strengthen the role of e-commerce platforms in supporting the development of the digital entrepreneurship ecosystem.
Analysis of the Effectiveness of the Tilapia Fish Supply Chain in Supporting the Development of Fisheries Entrepreneurship in Pinrang Regency
This study aims to analyze the effectiveness of the tilapia supply chain in supporting the development of fisheries entrepreneurship in Pinrang Regency and to identify the product flow, information flow, and financial flow that occurs in each supply chain actor. This study uses a qualitative approach with the Supply Chain Operations Reference (SCOR) method. Data were obtained through observation, in-depth interviews, and documentation of tilapia farmers, distributors, and retailers using a snowball sampling technique. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions based on indicators of operational efficiency, responsiveness, quality, cost, and innovation. The results show that the tilapia cultivation process in Pinrang Regency is carried out in two stages: nursery and grow-out. The supply chain involves farmers, distributors, retailers, and end consumers. Product flow occurs from farmers to consumers, financial flow flows from consumers to each supply chain actor, while information flow occurs two-way through the exchange of information regarding prices, demand, quality, and product availability. Although the supply chain system has been running quite well, there are still obstacles such as price fluctuations, changes in water quality due to weather conditions, and distribution distances that affect operational efficiency and product quality. Research findings indicate that improving coordination between supply chain actors, managing cultivation quality, and improving distribution systems play an important role in increasing supply chain effectiveness while supporting the development of fisheries entrepreneurship in Pinrang Regency.
Analysis of the Role of Content Creators, Product Quality, and Brand Image in Influencing Online Fashion Purchasing Decisions in the Context of Digital Entrepreneurship Among “Generation Z” at State Vocational High School in Gowa Regency
This study aims to analyze the role of content creators, product quality, and brand image in influencing online fashion purchasing decisions in the context of digital entrepreneurship among Generation Z at State Vocational High School in Gowa Regency. This study uses a quantitative approach with an associative research design. A total of 316 respondents were selected using a proportional random sampling technique. Data were collected through a questionnaire with a Likert scale and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the help of SPSS software. The results show that content creators have a positive and significant influence on online fashion purchasing decisions. Product quality also has a positive and significant influence on purchasing decisions. In addition, brand image has a positive and significant influence on purchasing decisions and is the variable with the most dominant influence. Simultaneously, content creators, product quality, and brand image have a positive and significant influence on online fashion purchasing decisions. The research findings indicate that effective content creators, good product quality, and a strong brand image play an important role in improving online fashion purchasing decisions and supporting the development of digital entrepreneurship in the fashion sector among Generation Z.
BerseriSeri.id - Impact-Driven Commerce as Business Model Innovation for Improving Market Access of Entrepreneurs with Disabilities
Entrepreneurs with disabilities in Indonesia are frequently able to produce goods of adequate quality but struggle to sell them, because support programs stop at production and their products cannot compete on price and volume in mainstream marketplaces. This study reframes market access as a business model problem rather than a production problem and asks how social value can be turned into a market advantage. Using the five stages of design thinking (empathize, define, ideate, prototype, and test), the research combined direct observation and in-depth interviews across two disability communities and 2 inclusive-business sites in the Jakarta and Tangerang regions. The result is BerseriSeri.id, an impact-driven commerce platform built on crowd buying, crowdfunding, and a “one product, one impact” mechanism, and operated through three business models: outright purchase and resale, a fee-based platform channel, and joint ownership with partner entrepreneurs. Market testing showed early viability: on an initial investment on a prototype of about IDR 4.41 million the venture reached break-even within roughly six months, individual product margins ranged up to 50 percent, and a three-year projection estimates cumulative revenue of about IDR 285.8 million. The study concludes that when social impact is made transparent and measurable, it functions as a genuine and hard-to-imitate market advantage.
Analysis of Vigaza Farm's Business Model Development Using the Business Model Canvas (BMC) and SWOT Approach in The Era of Artificial Intelligence
Vigaza Farm is a small and medium enterprise (SME) in the integrated quail farming agribusiness sector in Yogyakarta. Despite its potential through an independent upstream to downstream production system, the company faces strategic challenges, including high dependency on the Business to Business (B2B) segment and operational costs heavily dominated by feed expenses. This study aims to evaluate the existing business model, determine the company's competitive position, and formulate a business model redesign (Remodeling BMC) adaptive to the Artificial Intelligence (AI) era. A descriptive qualitative method with a case study approach was employed. Data were collected through direct observation, in depth interviews with the business owner, and literature reviews. Data analysis utilized the Business Model Canvas (BMC) framework and SWOT analysis. The results indicate that while Vigaza Farm has systematically implemented the BMC elements, feed expenses dominate 70% of operational costs. The SWOT analysis yielded an IFAS score of 2.1 and an EFAS score of 1.75, placing the business in Quadrant 1 (Progressive), which recommends an Aggressive Growth Strategy. As a research benefit, the proposed remodeling strategy provides actionable frameworks focusing on technology integration. This includes strengthening product downstreaming, optimizing digital marketing using AI content creation, implementing AI business forecasting, utilizing IoT in hatcheries, and increasing cost efficiency through solar panels and collaborative feed procurement.
Business Model Transformation in Coastal Family Firms: Balancing Socioemotional Wealth, Digitalization, and Climate Adaptation
Coastal family firms play a crucial role in sustaining local economies while preserving intergenerational knowledge and family values. However, these businesses are increasingly challenged by digital transformation, climate change, and the need to maintain socioemotional wealth (SEW). Despite the growing literature on family business transformation, limited research has examined how coastal family firms in developing regions navigate these competing pressures. This study explores the dynamics of business model transformation among coastal family firms in Kendari City, Indonesia, using a mixed-methods approach with a multiple-case study design involving seven family-owned enterprises. Data were collected through in-depth interviews, observations, document analysis, and a digital adoption survey. The findings indicate that coastal family firms experience a triple tension between preserving family values, embracing digital transformation, and adapting to climate-related challenges. Most firms adopt hybrid business models, rely on frugal innovation, and remain at the early stages of digital transformation due to concerns about family control. Next-generation family members play an essential role in facilitating innovation despite resistance from senior generations. This study extends Socioemotional Wealth Theory by introducing the concept of Coastal Family Business Resilience (CFBR), emphasizing the integration of family values, digital capability, and climate resilience to support sustainable business transformation.
How Indigenous Profit-Sharing Fosters Inclusive Entrepreneurship: A Phenomenological Study from the Minangkabau Community
Inclusive entrepreneurship has become an important research agenda as it seeks to expand entrepreneurial opportunities for individuals and communities traditionally excluded from economic participation. Previous studies have primarily explained inclusive entrepreneurship through formal institutions, public policy, access to finance, and entrepreneurship education, while limited attention has been given to indigenous governance systems that foster inclusion through culturally embedded business practices. This study explores how profit-sharing practices within the Minangkabau community create entrepreneurial opportunities and sustain shared prosperity. Using a phenomenological approach, this research involved in-depth interviews with thirteen entrepreneurs that engage profit-sharing practices across various sectors in West Sumatera. Data were analyzed using Braun and Clarke’s reflexive thematic analysis to capture participants’ live experience of profit-sharing practices. The finding reveals four interconnected dimensions. First, profit-sharing expands entrepreneurial participation by combining complementary resources, knowledge, labour, and productive assets. Second, shared responsibility promotes active participation and strengthens commitment among business partners. Third, collective risk-sharing reduces barriers to entrepreneurship by distributing uncertainty across participants. Finally, entrepreneurial success is understood as shared prosperity, encompassing family welfare, community well-being, social relationship, and spiritual fulfilment. These findings demonstrate that indigenous governance can function as a relational mechanism that promotes inclusive entrepreneurship and collective prosperity, offering an alternative perspective that is particularly relevant for resource-constrained communities in developing economics.
Are University Students Ready to Build Digital Startups? Evidence from Indonesian Higher Education
The rapid growth of digital entrepreneurship has encouraged higher education institutions to strengthen entrepreneurship education as a means of preparing students for venture creation. While previous studies have extensively examined entrepreneurial intention and self-efficacy, less attention has been given to students' preparedness to establish digital startups. This study examines key indicators associated with Digital Startup Readiness (DSR) among university students and explores the challenges that influence their readiness for digital venture creation. An explanatory sequential mixed-methods design was employed, involving 154 undergraduate students enrolled in entrepreneurship-related courses at an Indonesian university. Quantitative data were analysed using descriptive statistics, while qualitative responses to open-ended questions were examined through thematic analysis. The findings indicate that students demonstrate high entrepreneurial confidence, motivation, and proactive information-seeking behaviour, suggesting positive outcomes of entrepreneurship education. However, respondents continue to experience moderate difficulties in generating innovative business ideas and adapting them to changing market trends. Funding, technical capability, and limited mentoring were identified as the most significant challenges in developing digital startups. The qualitative findings further reveal that students expect entrepreneurship education to provide greater emphasis on practical mentoring, business incubation, customer validation, and networking opportunities. The study highlights the distinction between entrepreneurial enthusiasm and startup preparedness, suggesting that universities should complement entrepreneurial motivation with experiential learning and stronger institutional support to better prepare students for digital venture creation.
Consumer Trust in AI Chatbots: Its Impact on Customer Experience and Repurchase Intention - A Systematic Literature Review
The rapid adoption of AI-powered chatbots has transformed how businesses, including digital MSMEs, interact with customers, yet the effectiveness of these systems in building long-term customer relationships depends heavily on the trust consumers place in them. This article synthesizes prior research on the relationship between consumer trust in AI chatbots, customer experience, and repurchase intention. Using a systematic literature review (SLR) of 60 journal articles sourced from reputable databases such as Emerald, ScienceDirect, Springer Nature, Taylor & Francis, MDPI, and Sinta/Garuda-indexed national journals, this study finds that trust in AI chatbots consistently functions as a key antecedent of customer experience, which in turn is a major determinant of repurchase intention, with customer satisfaction frequently acting as a mediator. The review also finds that empirical studies in the context of digital MSMEs and emerging markets such as Indonesia remain relatively limited compared to studies on large-scale e-commerce platforms. The article concludes by proposing a conceptual framework and an agenda for further quantitative research to test these relationships within the context of digital entrepreneurship in Indonesia.
Analysis of the Role of Project Based Learning in Improving Students' Problem-Solving Skills in Entrepreneurship Courses at Universitas Negeri Makassar
This study aims to analyze the effect of the implementation of Project Based Learning on students' problem-solving abilities in the Entrepreneurship course at Universitas Negeri Makassar. This study uses a quantitative approach with an explanatory research type. The study population was 627 students of Universitas Negeri Makassar, class of 2023, 2024, and 2025. The research sample of 86 respondents was determined using proportional random sampling technique. Data collection was carried out through observation, questionnaires, and documentation, while data analysis used descriptive analysis, instrument testing, classical assumption testing, and hypothesis testing. The results showed that the implementation of Project Based Learning and students' problem-solving abilities were in the high category. In addition, the implementation of Project Based Learning was proven to have a positive and significant effect on students' problem-solving abilities. These findings indicate that the better the implementation of Project Based Learning, the higher the students' problem-solving abilities in entrepreneurship learning.
Analysis of the Role of Entrepreneurship Learning and Social Capital in Influencing the Entrepreneurial Interest of State Vocational High School Students in Gowa Regency
The purpose of this study was to determine the influence of entrepreneurship learning and social capital on the entrepreneurial interest of state vocational high school students in Gowa Regency, both partially and simultaneously. The problem underlying this study is the still low interest in entrepreneurship among vocational high school students, most of whom are still oriented towards being job seekers rather than job creators, even though they have participated in entrepreneurship learning in the school curriculum. This type of research is quantitative research with an associative approach. The population in this study were all 478 state vocational high school students in Gowa Regency. Sampling was carried out using the Slovin formula with a sample of 218 students selected through proportional random sampling techniques. Data analysis was carried out using multiple linear regression analysis with the help of SPSS software. The results obtained: (1) Entrepreneurship learning has a positive and significant effect on the entrepreneurial interest of state vocational high school students in Gowa Regency partially; (2) Social capital has a positive and significant effect on the entrepreneurial interest of state vocational high school students in Gowa Regency partially; (3) Entrepreneurship learning and social capital simultaneously have a positive and significant effect on the entrepreneurial interest of state vocational high school students in Gowa Regency. These findings imply that efforts to improve the quality of effective entrepreneurship learning and strengthen students' social capital in the school environment are important factors in growing and developing sustainable entrepreneurial interest.
Examining The Role of Entrepreneurial Literacy and Digital Literacy on The Performance of MSMEs Assisted by The Bank Syariah Indonesia MSME Center in Makassar City
This study aims to analyze the influence of entrepreneurial literacy and digital literacy on the performance of MSMEs supported by the Bank Syariah Indonesia (BSI) MSME Center in Makassar. The research variables consist of MSME performance as the dependent variable (Y), and entrepreneurial literacy and digital literacy as the independent variables (X). The population comprises all MSME operators supported by the Bank Syariah Indonesia MSME Center in Makassar. This study employs an associative quantitative approach and purposive sampling, with a sample size of 232 respondents. Data collection was conducted via questionnaires using a Likert scale, while data analysis techniques included validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression analysis, and hypothesis testing. The results indicate that entrepreneurial literacy and digital literacy each have a positive effect on MSME performance. Furthermore, entrepreneurial literacy and digital literacy simultaneously exert a positive and significant influence on the performance of the supported MSMEs. These findings confirm that enhancing entrepreneurial capabilities, coupled with the optimal use of digital technology, can drive performance improvements for MSMEs supported by the Bank Syariah Indonesia MSME Center in Makassar.
Increasing Interest in Entrepreneurship Through The Influence of Entrepreneurship Learning and Family Environment on Students at State Vocational High School in Takalar Regency
This study was conducted with the aim of examining the extent to which entrepreneurship learning and family environment influence the entrepreneurial interest of students at State Vocational High School in Takalar Regency, both when tested individually and simultaneously. The method applied is a quantitative approach with a causal associative research design. The population in this study were active students at State Vocational High School in Takalar Regency in the 2025/2026 Academic Year. While the sample in this study was 215 respondents. The sampling technique used the Proportional Random Sampling technique . The data collection instrument was a questionnaire with a Likert scale, and the data analysis technique used was multiple linear regression analysis processed using IBM SPSS 31 software. The results of this study indicate that Entrepreneurship Learning (X1) has no effect on entrepreneurial interest. Meanwhile, Family Environment (X2) has an effect on entrepreneurial interest. Meanwhile, Entrepreneurship Learning (XI) and Family Environment (X2) have a significant and simultaneous effect on entrepreneurial interest (Y).
The Role of Entrepreneurship Education and Self-Determination in The Formation of Entrepreneurial Attitudes Students at State Vocational High School in Makassar City
This study aims to examine the influence of entrepreneurship learning and self-determination on the development of entrepreneurial attitudes among students at State Vocational High School in Makassar City, both partially and simultaneously. This research employed a quantitative approach with a causal associative design. The population consisted of all twelfth-grade Marketing Department students at State Vocational High School in Makassar City, totaling 92 students. Since the population was fewer than 100 individuals, the study used a saturated sampling technique, in which the entire population was selected as the sample.Data were collected through questionnaires using a Likert scale. The data were analyzed using validity and reliability tests, as well as classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. Furthermore, multiple linear regression analysis and hypothesis testing were conducted through the t-test, F-test, and coefficient of determination (R²) using SPSS Statistics software.The results revealed that entrepreneurship learning has a positive and significant effect on students’ entrepreneurial attitudes. Likewise, self-determination has a positive and significant effect on students’ entrepreneurial attitudes. Simultaneously, entrepreneurship learning and self-determination positively influence the entrepreneurial attitudes of twelfth-grade students at State Vocational High School in Makassar City. These findings indicate that the better the entrepreneurship learning materials and practices, and the stronger the students’ self-motivation, the more positive their entrepreneurial attitudes will be.
The Contribution of Entrepreneurship Learning, Business Information, and Entrepreneurial Interest in Influencing Entrepreneurial Mental Attitudes Students at State Vocational High School in Makassar City
This study aims to determine the effect of entrepreneurship learning, business information, and entrepreneurial interest on the entrepreneurial mental attitude of students at State Vocational High School in Makassar City, both partially and simultaneously. This study uses a quantitative approach with an explanatory research type. The population in this study were all 540 students of State Vocational High School in Makassar City. The sampling technique used proportional stratified random sampling so that a sample of 135 students was obtained. Data collection techniques were carried out through distributing questionnaires using a Likert scale. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficients of determination with the help of the SPSS Statistics program. The results showed that entrepreneurship learning had a positive and significant effect on students' entrepreneurial mental attitudes, business information had a positive and significant effect on students' entrepreneurial mental attitudes, and entrepreneurial interest had a positive and significant effect on students' entrepreneurial mental attitudes. Simultaneously, entrepreneurship learning, business information, and entrepreneurial interest had a positive and significant effect on students' entrepreneurial mental attitudes at State Vocational High School in Makassar City. This study shows that improving the quality of entrepreneurship learning, utilizing business information, and strengthening entrepreneurial interest can shape students' better entrepreneurial mental attitudes, such as self-confidence, independence, creativity, courage to take risks, and having an orientation towards business opportunities.
The Role of Entrepreneurship Education Implementation in The Formation of Students' Entrepreneurial Attitudes at Private Senior High School in Gowa Regency
This study aims to analyze the implementation of entrepreneurship education, students' entrepreneurial attitudes, and the role of entrepreneurship education in shaping entrepreneurial attitudes among students at Private Senior High School Gowa Regency. This study uses a qualitative approach with a descriptive type. The research subjects consisted of the principal, teachers of crafts and entrepreneurship subjects, and students. Data collection techniques were carried out through observation, interviews, and documentation, while data analysis used an interactive model that includes data reduction, data presentation, and drawing conclusions. The results of the study indicate that the implementation of entrepreneurship education has been carried out through intracurricular and extracurricular activities integrated in the 2013 Curriculum, with a learning method that combines theory and practice. Students' entrepreneurial attitudes are beginning to form, demonstrated through creativity, independence, responsibility, cooperation, and self-confidence, although not evenly distributed across all students. Entrepreneurship education plays an important role in shaping entrepreneurial attitudes through direct learning experiences. However, its implementation still faces obstacles such as limited facilities and low student interest in entrepreneurship. Entrepreneurship education plays a significant role in shaping students' entrepreneurial attitudes, but it needs optimization in terms of facilities, learning methods, and increasing student motivation.
Analysis of The Implementation of Marketing Strategies in Supporting Sustainable Business Development in Abon Ayam Bunda Putra Businesses in Mamuju City
This study aims to analyze and develop a sustainable business marketing strategy for the Abon Ayam Bunda Putra Business in Mamuju City to improve its competitiveness and sustainability. The main problems faced are a simple marketing strategy, suboptimal use of digital marketing media, and inconsistent brand identity management, resulting in limited market reach and suboptimal business growth. This study used a Research and Development (R&D) approach with qualitative methods. Data were collected through observation, interviews, and documentation involving the business owner, employees, and customers. The analysis was conducted by reviewing existing marketing conditions and linking them to the concept of sustainable business, which encompasses economic, social, and environmental aspects. The results show that the business's marketing strategy is still dominated by direct sales and customer recommendations, while digital marketing has not been managed in a structured and sustainable manner. Furthermore, limited human resources also affect the effectiveness of marketing management. Therefore, it is necessary to develop a more targeted marketing strategy through strengthening branding, optimizing digital media, and improving the quality of human resources. The developed sustainable business marketing strategy is expected to expand market reach, increase product competitiveness, and support long-term business sustainability.
The Role of Brand Awareness in Mediating The Influence of Product Innovation and Digital Promotion on Purchasing Decisions at Parcel Makassar Business
The rapid development of digital technology and increasing business competition encourage MSMEs to implement product innovation and utilize digital promotion to enhance brand awareness and purchasing decisions. This study aims to analyze the effect of product innovation and digital promotion on purchasing decisions with brand awareness as an intervening variable at Parcel Makassar. The population of this study consists of customers of Parcel Makassar, with the sample determined using purposive sampling techniques. Data were collected through questionnaires using a Likert scale, and data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software.The results indicate that product innovation and digital promotion have a positive and significant effect on brand awareness. Product innovation and digital promotion also have a positive and significant effect on purchasing decisions. Furthermore, brand awareness has a positive and significant effect on purchasing decisions and mediates the relationship between product innovation and digital promotion on purchasing decisions. Therefore, strengthening product innovation and optimizing digital promotion supported by strong brand awareness can enhance consumer purchasing decisions at Parcel Makassar.
The Role of Experiential Learning in Influencing the Development of Entrepreneurial Competence and Entrepreneurial Interest of State Senior High School in Tana Toraja Regency
This study aims to analyze the effect of experiential learning on entrepreneurial competence and entrepreneurial interest, as well as the effect of entrepreneurial competence on the entrepreneurial interest of tenth-grade students at State Senior High School in Tana Toraja Regency. Experiential learning is understood as a learning method based on experience, while entrepreneurial competence refers to an individual’s ability that includes creativity, risk-taking courage, innovative capability, managerial skills, independence, and responsibility. Entrepreneurial interest plays an important role in encouraging individuals to engage in entrepreneurial activities. This study employed a quantitative approach using a survey method involving 129 respondents selected through a total sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that experiential learning has a positive and significant effect on students’ entrepreneurial competence and entrepreneurial interest. Furthermore, entrepreneurial competence also has a positive and significant effect on entrepreneurial interest. These findings indicate that experience-based learning plays an important role in enhancing students’ competence, which subsequently fosters the growth of entrepreneurial interest. The contribution of this study lies in strengthening empirical evidence regarding the effectiveness of experiential learning in entrepreneurship education at the senior high school level, as well as providing practical recommendations for educators and schools in designing learning strategies that sustainably enhance students’ entrepreneurial competence and interest.
Exploring the Adoption of Generative Artificial Intelligence in a Livestock MSME: A Case Study of BBS Farm Bekasi
The rapid development of Generative Artificial Intelligence (GenAI) has created new opportunities for Micro, Small, and Medium Enterprises (MSMEs) to improve business efficiency and competitiveness. However, studies on GenAI adoption in Indonesia's livestock MSMEs remain limited. This study aims to explore the adoption of Generative AI in BBS Farm Bekasi, focusing on its use in marketing, financial administration, and business management. A qualitative case study approach was employed using semi-structured interviews, observations, and document analysis. The findings indicate that Google Gemini supports promotional brochure development, while AI-assisted financial reporting and spreadsheet-based administration improve operational efficiency and digital capability. Nevertheless, challenges such as limited digital literacy and the need to verify AI-generated outputs remain. This study provides practical insights into how affordable Generative AI tools can support digital transformation and business development in livestock MSMEs.
Explaining Entrepreneurial Intention through the Theory of Planned Behavior: Evidence from Indonesia's Wirausaha Merdeka Program
Entrepreneurial intention has emerged as a fundamental consequence of entrepreneurship education, since it serves as the most significant predictor of future entrepreneurial action. Despite the growing implementation of experiential entrepreneurship education, empirical evidence on how entrepreneurial competence, entrepreneurial motivation, and environmental support jointly shape entrepreneurial intention remains limited, particularly within structured entrepreneurship programs. Grounded in the Theory of Planned Behavior (TPB), this study examines the effects of entrepreneurial competence, entrepreneurial motivation, and environmental support on entrepreneurial intention among students participating in the 2024 Wirausaha Merdeka Program at Universitas Amikom Yogyakarta. A quantitative cross-sectional survey was conducted using purposive sampling, resulting in 115 valid responses. The data were evaluated by multiple linear regression after the verification of the validity, reliability, and classical assumptions of the regression model. The findings reveal that entrepreneurial motivation and environmental support exert positive and significant effects on entrepreneurial intention, whereas entrepreneurial competence does not have a statistically significant effect. The three factors together account for 45.1% of the variation in entrepreneurial ambition. The results indicate that entrepreneurial intention in experiential entrepreneurship education is more significantly impacted by motivational and contextual variables than by entrepreneurial ability alone. This study enhances the entrepreneurship education literature by expanding the Theory of Planned Behavior through the incorporation of entrepreneurial competence, motivation, and environmental support as indicators of perceived behavioral control, entrepreneurial attitude, and subjective norms, respectively. The results have practical implications for universities and politicians in developing entrepreneurship education programs that enhance students' entrepreneurial drive and cultivate supportive entrepreneurial environments.
Digital Marketing in Supporting Sales Activities: Implementation at Bucini Yogyakarta
The rapid development of digital technologies has encouraged Micro, Small, and Medium Enterprises (MSMEs) to integrate digital marketing into their business strategies to enhance competitiveness and broaden market access. Despite its growing adoption, the outcomes of digital marketing implementation vary considerably among MSMEs and do not consistently translate into higher sales performance. This study investigates the implementation and effectiveness of digital marketing at Bucini Yogyakarta, examines the opportunities and challenges associated with its application, and proposes strategies to optimize its use. A qualitative case study approach was employed, with data collected through in-depth interviews with three key informants, direct observation of the company's digital marketing activities, and document analysis. The data were analyzed using the interactive procedures of data reduction, data display, and conclusion drawing, while source and method triangulation were applied to enhance the credibility of the findings. The results indicate that Bucini utilizes Instagram, TikTok, WhatsApp Business, its official website, and online marketplaces as an integrated digital marketing ecosystem, with each platform fulfilling a complementary role. The strategy has proven effective in strengthening brand awareness, expanding promotional reach, and increasing customer engagement, although its contribution to sales growth remains limited. This limitation is associated with the characteristics of Bucini's niche market, limited human resource capacity, and inconsistent digital content management. The study therefore recommends strengthening educational content, improving social media management, enhancing the company's website as a direct sales channel, and expanding dedicated digital marketing personnel to improve overall marketing effectiveness.
Hindu-Based Sustainability Management in Community Microfinance Institutions: Evidence from Village Credit Institutions (LPDs) in Bali
Sustainability management has become a strategic imperative for organizations seeking to balance economic performance with social responsibility and environmental stewardship. While contemporary sustainability frameworks are largely derived from secular management theories, limited attention has been given to indigenous and religious value systems that may contribute to sustainable organizational governance. This study aims to identify the Hindu principles relevant to sustainability management, to analyzed influence on the financial performance of Village Credit Institutions (Lembaga Perkreditan Desa/LPDs) in Bali, and to explain their contribution to business sustainability through the mediating role of financial performance. Employing a sequential mixed-method design, the research integrates hermeneutic analysis of Hindu scriptures (Sarasamuccaya and Bhagavad Gita), in-depth interviews with five expert informants, longitudinal financial data from 1,308 LPDs (2015-2023), and survey data from 90 LPD officers across nine regencies/cities in Bali, analyzed using Structural Equation Modeling-Partial Least Square (SEM-PLS). the structural model explains 41.4% of the variance in financial performance and 26.4% of the variance in business sustainability. The findings indicate that Karma (β=0.347, p=0.002) and Dharma (β=0.341, p=0.023) exert a significant positive influence on financial performance, whereas Kama (β=0.152, p=0.137) and Artha (β=0.013, p=0.920) do not. Financial performance, in turn, significantly drives business sustainability (β=0.514, p=0.001), and mediates a significant indirect effect of Karma and Dharma on sustainability, while the indirect effects of Kama and Artha remain non-significant. These results indicate that ethical work conduct (Karma) and moral-social responsibility (Dharma) are the principal religious drivers of LPD performance and sustainability, while desire-fulfillment (Kama) and wealth accumulation (Artha) function only as supporting, Dharma-conditioned factors. The study contributes to the sustainability management literature by repositioning the LPD as a financial-religious institution and by proposing a Hindu-based sustainability management framework that extends the conventional Triple Bottom Line into a Profit-People-Planet model grounded in Karma, Dharma, Kama, Artha, and Tri Hita Karana. The findings offer practical insights for LPD managers, customary village authorities, and policymakers seeking culturally embedded governance frameworks for sustainable community-based microfinance.
From Satisfaction to Advocacy: Measuring the Impact of Post-Purchase Customer Service on Customer Lifetime Value (CLV) in Nissin Emporium Semarang
In the hyper-competitive landscape of retail and factory-outlet tourism, long-term relational value has superseded short-term transactional metrics. This study investigates the structural linkages connecting post-purchase customer service, customer satisfaction, brand advocacy, and Customer Lifetime Value (CLV) within the context of Nissin Emporium & Café Semarang, an iconic culinary tourism destination in Central Java, Indonesia. Utilizing an explanatory quantitative research design, data were collected through a hybrid survey method from 214 valid respondents who had purchased products and interacted with Nissin's post-purchase channels within the last three months. The empirical data were analyzed using Structural Equation Modeling - Partial Least Squares (PLS-SEM) via SmartPLS software. The results reveal that post-purchase customer service exerts a strong, direct positive impact on customer satisfaction (β= 0.614, p < 0.001). More crucially, the findings validate that post-purchase customer service significantly and positively moderates the path transforming passive customer satisfaction into active brand advocacy (β= 0.241, p < 0.001). Finally, a robust positive relationship was confirmed between customer advocacy and long-term Customer Lifetime Value (β= 0.532, p < 0.001), demonstrating that brand advocates secure financial sustainability by driving organic repeat purchases and lowering customer acquisition costs through conventional and electronic Word-of-Mouth (e-WOM). Strategically, this study suggests that retail-tourism management must shift focus from transactional sales to cultivating a digital post-purchase ecosystem and proactive service recovery frameworks to secure predictable future cash flows.
Exploring the TikTok Shop Phenomenon: Assessing the Impact of Social E-commerce Marketing on Generation Z’s Impulsive Purchasing Behavior Among Students at Pandanaran University
The rapid evolution of social commerce (s-commerce) has transformed contemporary retail marketing, with TikTok Shop emerging as a disruptive powerhouse through its "shoppertainment" model. While this ecosystem offers unprecedented scaling opportunities for digital entrepreneurs, it also acts as a powerful behavioral engine that triggers spontaneous consumer actions. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study assesses the impact of social e-commerce marketing on Generation Z’s impulsive purchasing behavior. This research aims to analyze how multi-dimensional marketing stimuli on TikTok Shop drive the internal psychological urge of young consumers, and how this dynamic manifests within the unique persona of entrepreneurship-trained university students. Utilizing a quantitative causal-associative design, data was gathered via a self-administered online questionnaire from 390 active undergraduate students at Pandanaran University, Semarang, who had executed unplanned purchases on TikTok Shop. The respondents were selected using purposive sampling. Structural Equation Modeling via Partial Least Squares (PLS-SEM) was deployed to evaluate the measurement and structural models. The findings reveal a compelling behavioral paradox: despite receiving formal academic training in marketing manipulation and digital conversion funnels, the entrepreneurial students' affective vulnerabilities and hedonic triggers frequently override their managerial knowledge when exposed to high-stimulus live shopping environments. This study offers an empirical blueprint for student entrepreneurs to design high-conversion social commerce strategies, while simultaneously highlighting the urgent need for higher education institutions to embed digital financial literacy and consumer self-regulation into modern entrepreneurship curricula.
The Role of Emotional Branding in Creating Memorable Customer Experiences: A Case Study of Local Coffee Startups TUKU
In hyper-saturated markets like the Food and Beverage (F&B) sector, conventional marketing mix strategies often fail to secure sustainable growth for early-stage entrepreneurial ventures. This study explores alternative marketing paradigms by investigating the structural role of emotional branding in creating memorable customer experiences (MCE) for youth startups expanding into regional economies. Utilizing an exploratory qualitative single-case study design, this research examines the market dynamics of Toko Kopi Tuku (TUKU) in Semarang, Central Java—a city characterized by rational consumer behaviors and deep-rooted local coffee traditions. Data was gathered through direct field observations, digital archive analysis, and in-depth semi-structured interviews with both internal management and high-frequency consumers selected via purposive sampling. The thematic analysis reveals that TUKU’s standardized tetangga (neighbor) narrative systematically humanizes the corporate identity by replacing rigid, transactional service with organic hospitality. This emotional position triggers intense sensory and affective impressions among regional consumers, transforming a simple purchasing routine into a memorable, culturally nostalgic ritual. Consequently, this emotional equity fosters high brand stickiness, generates organic word-of-mouth advocacy, and builds a powerful resilience against competitor price-cutting tactics. This study contributes to entrepreneurship literature by offering an empirical model of how capital-constrained startups can scale localized emotional strategies during geographic relocation. For student entrepreneurs, the findings provide a practical playbook on leveraging psychological and socio-cultural equity to bypass capital-intensive price wars and secure long-term customer lifetime value in competitive landscapes.