Penelitian ini bertujuan untuk menguji pengaruh kapabilitas teknologi informasi dan kapabilitas inovasi terhadap keunggulan bersaing UMKM kuliner dengan strategi sebagai variabel intervening. Penelitian ini dilaksanakan di wilayah DKI Jakarta. Teknik pengambilan sampel menggunakan metode purposive sampling. Data penelitian ini adalah data primer yang dikumpulkan dengan menyebarkan kuesioner kepada pemilik UMKM bidang kuliner di DKI Jakarta dengan sampel sebanyak 100 responden. Pengujian hipotesis dilakukan dengan menggunakan metode analisis data partial least square (PLS). Berdasarkan uji statistik, hasil penelitian menunjukkan bahwa kapabilitas teknologi informasi berpengaruh signifikan terhadap keunggulan bersaing, kapabilitas teknologi informasi berpengaruh signifikan terhadap keunggulan bersaing melalui strategi. Sedangkan, kapabilitas inovasi berpengaruh tidak signifikan terhadap keunggulan bersaing, kapabilitas inovasi berpengaruh tidak signifikan terhadap keunggulan bersaing melalui strategi.

In online shopping, trust is an important aspect that influences consumer interest in online transactions. This research is explanatory research that aims to explain the role of trust in moderating the influence of personal selling on the intention to buy second-hand branded bags on Facebook by means of live streaming. The population of this research is all consumers who have bought second-hand branded bags via live streaming on Facebook in the Jabodetabek area. The sampling technique used is a purposive sampling technique that uses certain criteria as a requirement to be a research sample. The data collection instrument used was a questionnaire distributed online via Instagram and WhatsApp. There are 100 respondents in Jakarta who are willing to participate in this study. According to this research, trust is a crucial factor that affects customers' intentions to purchase second-hand branded bags through live streaming on Facebook. On the contrary, this research found that personal selling has no effect on the purchase intention of second-hand branded bags through live streaming on Facebook. Lastly, this study shows that trust makes the effects of personal selling on purchase intention less strong. Key word : trust,  personal selling, purchasing intentions, live streaming.

The COVID-19 epidemic, as well as advancements in information technology, have both led to a shift in consumer behavior, with consumers increasingly preferring to purchase things online. This study is an explanatory study that aims to evaluate the impact of e-customer reviews, e-customer ratings, and e-payment on the online purchase decisions of Millennials and Generation Z in Indonesian marketplaces. The populations studied in this research include the Millennial Generation and Generation Z, both of which purchase products from Indonesian marketplaces in unknown, large numbers. Purposive sampling was employed in this investigation to gather 420 samples that fulfilled the specific criteria used in this study. This study employed a questionnaire to collect data, which was emailed using Google Forms and distributed between December 8, 2022, and January 16, 2023. According to the findings of this research, e-customer reviews have no impact on online purchasing decisions. In contrast, this study shows that e-customer ratings have an impact on online purchasing decisions. Finally, this research discovered that e-payment affected online purchasing decisions. The findings of this study are crucial because they provide insight into the preferences and attitudes of Generation Z and Millennials about e-customer reviews, e-customer ratings, and e-payment systems.

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