Beauty influencer in the digital age: How does it influence purchase intention of generation Z?

This research examined the influence of social media advertising conducted by beauty influencers. The researchers analyzed the impact of Celebrity Credibility (i.e., Expertise, Trustworthiness, and Attractiveness), Reputation, and Persuasive Capabilities toward Purchase Intention. The respondents in this research were 154 young women from Generation Z who lived in the Greater Jakarta (Jabodetabek) area and followed the social media beauty influencers who endorsed a renowned homegrown cosmetics brand. This research utilized a quantitative method using the Multiple Linear Regression analysis. The results of this study showed that only two independent variables associated with the beauty influencer, namely, Attractiveness and Persuasive Capabilities, yielded a significantly positive influence toward Purchase Intention. In contrast, the rest of the variables were not significant. All independent variables had a simultaneously significant impact on Purchase Intention. Finally, all independent variables contributed 72.4% to the dependent variable, while the rest were explained by other variables not examined in this research

Intention to use Peer-to-Peer (P2P) Lending: The Roles of Perceived Structural Assurance and Perceived Critical Mass

Peer-to-Peer (P2P) lending platform has enormous potential to improve financial inclusion for people in emerging countries. In this regard, the present study examined the predictors of continuance intention to borrow from P2P lending, especially as a Multi-Sided Platform (MSP) that relied heavily on critical mass to succeed. This research was among the first that analyzed the behavioral intention of P2P lending from the borrower’s perspective by expanding on the technology acceptance model (TAM) with two fundamental latent constructs for MSPs, namely perceived structural assurance and perceived critical mass. This quantitative study used Partial Least Square Structural Equation Modelling (PLS-SEM). Online questionnaires were spread to P2P lending borrowers (n =174) from all over Indonesia to measure the latent constructs. The result revealed that all the exogenous constructs did not have direct relationships with continuance intention to borrow. However, perceived structural assurance and perceived ease of borrowing indirectly affected the endogenous construct through perceived usefulness as the mediating variable. This study also offers some managerial implications for the P2P lending industry

The role of gamification, social, hedonic and utilitarian values on e-commerce adoption

Purpose – The purpose of this study is to investigate the factors influencing intention to continue using and spreading the word of mouth for e-commerce applications in the gamification context. Design/methodology/approach – Using primary data from an online questionnaire, 219 users of e-commerce applications who played games on e-commerce platforms were gathered as the sample of the research and analysed using structural equation modelling. Findings – The results showed that network exposure from gamification significantly influenced social influence, recognition and reciprocal benefit. However, only social influence and utilitarian shaped attitudes, leading to the intention to continue using the e-commerce platform and spread word of mouth. Recognition, reciprocal benefit and hedonic shopping motivation were not found to significantly influence attitude. Practical implications – This study provides practical recommendations for e-commerce applications in implementing gamification into their platforms. Originality/value – This study delivers a better understanding of the implementation of gamification in e-commerce by examining the in-game social interactions and the shopping behaviour in e-commerce to continue using the platform and spread the word of mouth about the gamification method

DISCOVER THE POTENTIAL OF COMMUNITY-BASED TOURISM IN KUTU WETAN VILLAGE

The COVID-19 pandemic and the strategy to Restart Tourism have become a turning point in increasing awareness of the role of sustainability in being more economically, socially, and environmentally sustainable. Tourism in rural areas offers significant recovery opportunities as travelers seek fewer crowds, open-air experiences, and local cultures. This study aims to see the potential of Kutu Wetan Village to be community-based tourism using the 4C (Conservation, Community, Culture, and Commerce) model.  Qualitative data collection methods were carried out through in-depth interviews and participatory observations. This study is focusing on the Kutu Wetan Village, Jetis District, Ponorogo Regency, East Java. The result of this study affirms that there is a potential for Kutu Wetan Village to be a community-based tourism village. The community is happy to work together to preserve the existing culture by regularly cleaning the Suru Kubeng meditation location, regularly performing Reog at events on important dates. The beauty of the rice field available is a great potential for tourism development. However, Kutu Wetan Village still has a lot to prepare to create Community-based tourism. A tourism village should also implement tourism value chain activities (TVCA) for competitive advantage creation. This study also provides several recommendations for successfully creating community-based tourism based on World Tourism Organization (UNWTO) (2021) Keywords: Community-Based Tourism, Cultural, Commerce, Conservation, Community, Pandemic Touris

Understanding the Entrepreneurial Intention of Female Entrepreneurs in the Balinese Tourism Industry: Superman is Dead

This research was conducted to explore the factors predicting the Entrepreneurial Intention among female entrepreneurs in the Balinese tourism industry. The theory of planned behaviour (TPB) framework was utilised as the mediating variables, while Exposure to Role Models, Psychological Characteristics, Entrepreneurship Education, and Access to Financial Capital are used as the exogenous variables. This study used a quantitative method by employing the Likert scale for the questionnaires with a total of 352 respondents and analysed using the Structural Equation Modelling (SEM). This study found that Psychological Characteristics and Entrepreneurship Education had an indirect influence on Entrepreneurial Intention through the mediating variables of Personal Attitude and Perceived Behavioural Control. Access to Financial Capital was also found to have an indirect influence on Entrepreneurial Intention with the Perceived Behavioural Control as the mediating variabl