The digital transformation of retail industry in Yogyakarta Indonesia and it's effectiveness in consumer perspective during pandemic Covid 19

This research is to measure the effectiveness of digital transformation carried out by retail companies, with the hope that a digital platform that is considered effective can be found, so that it can help companies maximize their marketing and consumers can still shop to meet their needs during the Covid 19 pandemic. This research uses quantitative methods with studies. descriptive, where the data collection technique uses a Likert scale questionnaire and the sample selection uses purposive sampling. Data analysis using multiple regression using SPSS which begins with testing the validity and reliability of each research variable. Based on the research results, it can be indicated that social media, App store, Web Store and Market Place have a significant influence on consumer perceptions of making purchases during the Covid 19 pandemic. Social Media variables and Marketplace variables have the strongest influence on consumer perceptions of making purchases during the Covid-19 Pandemic. © 2023 Author(s).

Drivers of e-marketing orientation for entrepreneurs and the self-employed in Jordan: the moderating role of perceived continuity of COVID-19 using the SEM approach

This paper sought to identify what key drivers have shaped the extent of E-marketing orientation (EMO) among entrepreneurs and the self-employed during these 'unprecedented times' in the Jordanian context. The study made use of a previously proposed model and incorporated the perceived continuity of COVID-19 as a moderating factor. The study used cross-sectional quantitative-deductive methods and self-administrated questionnaire. Non-probability convenience sampling was used, and the sample comprised 314 responses from owners, directors, managers, supervisors, the partners of businesses in Jordan. SMART partial-least-squares were used and path analysis reported that perceived relative advantage, level of competition and perceived continuity of COVID-19 scored moderate level of influence, whereas the remaining antecedents scored a low level of variance. Moreover, perceived complexity seen insignificant negative antecedent. Perceived continuity of COVID-19 was seen to directly influence EMO and was identified as a standalone antecedent considering that the moderation paths did not demonstrate any significant influence.