The Metering of Product Quality and Impact of Behavioral Intention of All Business Incubator at Private Indonesian Universities

Abstract

The economic development of a country largely depends on the creativity and innovation generated by Micro, Small, and Medium Enterprises (MSMEs), in which universities play a strategic role in fostering entrepreneurial spirit through Technology Business Incubators (IBT). Despite their significant role, business incubators at private universities in Indonesia continue to face various challenges, including limited facilities and suboptimal digital marketing strategies that negatively affect product sales performance. This study aims to examine the synergy between organizational and technological factors, namely environmental support, customer experience, and social media marketing, in influencing product quality and behavioral intention. A quantitative approach with an explanatory research design was employed, and data were collected from 42 valid respondents who were customers of a private university business incubator in Pamulang and had purchased incubator products at least twice. The study integrates the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (S-O-R) framework to analyze the causal relationships among variables. Statistical analysis was conducted using SmartPLS 4.0, and the results indicated that all measurement indicators met the required reliability and validity criteria. The findings reveal that Supportive Environment (ES), Customer Experience (CE), and Social Media Marketing (SMM) have significant effects on Product Quality (PQ) and Behavioral Intention (BI). Notably, 72.2% of respondents demonstrated a strong intention to continue using incubator services, suggesting that the synergy between a supportive entrepreneurial ecosystem and innovative digital marketing strategies plays a more substantial role in fostering long-term loyalty than product quality alone. These findings provide valuable insights and serve as an important reference for the advancement of entrepreneurship research across broader geographical regions in Indonesia.