Abstract:Fashion sellers on TikTok Shop increasingly rely on live streaming marketing to engage Generation Z consumers, although how well this approach translates into repeat purchases remains underexplored, particularly the extent…
nt to which customer experience functions as a psychological link between the two. This study examines how live streaming marketing influences repurchase intention through customer experience as a mediating variable, focusing on Generation Z fashion consumers who use TikTok Shop in Makassar City. A quantitative design was applied, drawing on a purposive sample of 280 respondents, with data analyzed through SEM-PLS using SmartPLS 4. Findings reveal that live streaming marketing has a positive and significant influence on customer experience, whereas its direct effect on repurchase intention is not significant. Customer experience, in turn, positively and significantly affects repurchase intention and fully mediates the link between live streaming marketing and repurchase intention. These patterns suggest that Generation Z consumers remain skeptical of direct marketing cues and instead give greater weight to personal experience quality when deciding to repurchase. The study extends the Stimulus-Organism-Response framework to the live commerce setting and offers practical guidance for sellers to redirect marketing efforts from promotional intensity toward building immersive, personalized shopping experiences.
Abstract:Traditional markets face increasing competition from modern retail and digital commerce, requiring effective strategies to sustain consumers' visit intention despite physical accessibility constraints. This study investigates…
gates the effects of market image and TikTok promotion on consumers' visit intention, with perceived shopping accessibility serving as a mediating variable in the context of Pasar Cidu Makassar. A quantitative approach was employed using survey data collected from 130 consumers who had visited Pasar Cidu Makassar. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that market image and TikTok promotion have positive and significant effects on both perceived shopping accessibility and visit intention. Perceived shopping accessibility also has a positive and significant effect on visit intention. However, it does not mediate the relationships between market image and visit intention or between TikTok promotion and visit intention. These findings suggest that consumers' intention to visit a traditional market is influenced more by favorable market image and effective digital promotion than by perceived shopping accessibility. Traditional market managers can utilize TikTok to promote market products, atmosphere, and activities through engaging and informative content to strengthen consumers' intention to visit. Consistent TikTok promotion can also serve as a practical digital marketing strategy to increase the market's visibility among potential visitors. This study contributes to the literature on traditional market marketing by demonstrating the importance of integrating market image and social media promotion to strengthen consumers' visit intention despite physical accessibility limitations.
Abstract:Amidst the growing number of tourism villages and intensifying competition among destinations, tourism village managers face the challenge of devising digital marketing strategies that are not merely informative but also…
capable of sustainably building meaning, experiences, and destination competitiveness. This study aims to examine the social media-based digital marketing strategies implemented by a specific attraction within Pujon Kidul Tourism Village identifying supporting and inhibiting factors and to analyze the role of digital narratives in shaping the destination's image and competitiveness. A qualitative approach was employed, with data collected through in-depth interviews with tourism village managers (BUMDes), the Tourism Awareness Group (Pokdarwis), tourism-related MSMEs, village officials, and tourists. Data analysis was conducted thematically, utilizing source triangulation to ensure the validity of the findings. The study reveals that social media management remains reactive and unplanned, characterized by the absence of content calendars, creative direction, and performance evaluation mechanisms. Furthermore, there is a misalignment between the digital narratives used and the core identity of Cafe Sawah Pujon Kidul as a culinary destination rooted in the rural experience. Nevertheless, there are opportunities to be leveraged, such as hosting TikTok live streams which have proven effective for content collaboration with local SMEs and communities as well as the management's openness to learning and guidance.
Abstract:Perkembangan TikTok Shop mengubah cara konsumen memperoleh informasi, menilai produk, dan melakukan pembelian melalui interaksi langsung serta bukti sosial. Penelitian ini menganalisis live shopping, social proof, keputusan…
san pembelian, serta pengaruh live shopping dan social proof terhadap keputusan pembelian produk merek Azarine pada konsumen perempuan pengguna TikTok Shop di Kecamatan Parungponteng, Kabupaten Tasikmalaya. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif. Data diperoleh melalui kuesioner yang melibatkan 111 responden. Responden dipilih menggunakan nonprobability sampling dengan teknik purposive sampling. Data dianalisis menggunakan statistik deskriptif, korelasi Pearson, regresi linear berganda, uji parsial, uji simultan, dan koefisien determinasi dengan bantuan IBM SPSS Statistics 26. Hasil penelitian menunjukkan bahwa live shopping, social proof, dan keputusan pembelian berada dalam kategori tinggi. Live shopping berpengaruh signifikan terhadap keputusan pembelian. Social proof juga berpengaruh signifikan terhadap keputusan pembelian dan memberikan kontribusi relatif lebih besar dibandingkan live shopping. Secara simultan, live shopping dan social proof berpengaruh signifikan terhadap keputusan pembelian produk merek Azarine. Temuan ini menunjukkan bahwa peningkatan keputusan pembelian memerlukan penyampaian informasi yang jelas melalui live shopping serta pengelolaan social proof yang autentik, relevan, dan dapat dipercaya.
Abstract:Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh Motivasi dan Konten Kewirausahaan di TikTok terhadap Keputusan Berwirausaha mahasiswa Program Studi Administrasi Bisnis Angkatan 2022 International Women…
n University. Penelitian dilakukan terhadap 100 responden menggunakan metode kuantitatif dengan teknik analisis regresi linear berganda. Analisis statistik deskriptif menunjukkan bahwa variabel Motivasi (X1) memiliki nilai rata-rata sebesar 17,61 dari skor maksimum 20, yang mengindikasikan bahwa tingkat motivasi berwirausaha mahasiswa Program Studi Administrasi Bisnis Angkatan 2022 International Women University tergolong tinggi. Variabel Konten Kewirausahaan di TikTok (X2) memiliki nilai rata-rata sebesar 19,87 dari skor maksimum 25, menunjukkan bahwa paparan konten kewirausahaan yang diterima mahasiswa melalui TikTok berada pada kategori baik. Sementara itu, variabel Keputusan Berwirausaha (Y) memiliki nilai rata-rata sebesar 20,22 dari skor maksimum 25, yang menggambarkan bahwa keputusan berwirausaha mahasiswa berada pada kategori cukup tinggi, meskipun hasil pra-survei sebelumnya mengungkap masih adanya kesenjangan antara keinginan dan keberanian untuk mengeksekusi keputusan berwirausaha secara nyata. Motivasi berpengaruh positif dan signifikan terhadap Keputusan Berwirausaha mahasiswa Program Studi Administrasi Bisnis Angkatan 2022 International Women University. Hal ini dibuktikan dengan nilai t hitung sebesar 3,250 yang lebih besar dari t tabel 1,985 dan nilai signifikansi sebesar 0,002 yang lebih kecil dari 0,05. Nilai koefisien regresi sebesar 0,523 menunjukkan bahwa setiap peningkatan satu satuan pada variabel Motivasi akan meningkatkan Keputusan Berwirausaha sebesar 0,523 satuan. Artinya, semakin tinggi motivasi yang dimiliki mahasiswa baik dalam bentuk kebutuhan berprestasi, keinginan sukses, dorongan mandiri, maupun semangat mencoba usaha maka semakin besar pula keputusan mahasiswa untuk berwirausaha. Konten Kewirausahaan di TikTok berpengaruh positif dan signifikan terhadap Keputusan Berwirausaha mahasiswa Program Studi Administrasi Bisnis Angkatan 2022 International Women University. Hal ini dibuktikan dengan nilai t hitung sebesar 4,168 yang lebih besar dari t tabel 1,985 dan nilai signifikansi sebesar 0,000 yang lebih kecil dari 0,05. Nilai koefisien regresi sebesar 0,399 menunjukkan bahwa setiap peningkatan satu satuan pada variabel Konten Kewirausahaan di TikTok akan meningkatkan Keputusan Berwirausaha sebesar 0,399 satuan. Nilai t hitung variabel ini (4,168) merupakan yang tertinggi dibandingkan variabel Motivasi (3,250), yang mengindikasikan bahwa Konten Kewirausahaan di TikTok memiliki pengaruh yang lebih dominan terhadap Keputusan Berwirausaha dalam penelitian ini. Motivasi dan Konten Kewirausahaan di TikTok secara simultan berpengaruh positif dan signifikan terhadap Keputusan Berwirausaha mahasiswa Program Studi Administrasi Bisnis Angkatan 2022 International Women University. Hal ini dibuktikan dengan nilai F hitung sebesar 23,180 yang lebih besar dari F tabel 3,09 dan nilai signifikansi sebesar 0,000 yang lebih kecil dari 0,05. Nilai koefisien determinasi (R Square) sebesar 0,323 menunjukkan bahwa kedua variabel independen tersebut secara bersama-sama mampu menjelaskan variasi Keputusan Berwirausaha sebesar 32,3%, sedangkan 67,7% sisanya dipengaruhi oleh faktor-faktor lain di luar model penelitian ini seperti pendidikan kewirausahaan, self-efficacy, akses permodalan, dan faktor lingkungan.
Abstract:This study aims to examine the influence of User-Generated Content (UGC) on the TikTok platform on Brand Trust and the Decision to Choose a Higher Education Institution, with Brand Authenticity serving as the mediating variable.…
ariable. This study employs an explanatory quantitative approach. Data were collected via an online survey of a purposive sample comprising prospective students or first-year students (aged 17–21) who actively use TikTok and interact with university-related content. Data analysis was conducted on a minimum of 250 respondents using Partial Least Squares (PLS)-based Structural Equation Modelling (SEM) with the aid of SmartPLS software. The results of the outer model testing showed that all indicators used in the questionnaire were valid and reliable. Hypothesis testing confirmed that User-Generated Content has a direct, positive and significant effect on Brand Authenticity, Brand Trust and Choice Decision. Furthermore, Brand Authenticity also has a positive and significant effect on Brand Trust and Choice Decision. Mediation analysis revealed that Brand Authenticity acts as a partial mediator, bridging the influence of UGC on Brand Trust and Choice Decisions. This study confirms that user-generated organic content on TikTok is a crucial instrument in building trust and influencing the academic decisions of Generation Z. Higher education brands that are authentically represented through UGC will find it easier to win the trust and preference of prospective students.
Abstract:The increasing use of electric vehicles in Indonesia is a step in the framework of transforming the transportation system to be more environmentally friendly to achieve the Net Zero Emission target of 2060. However, the…
increasing use of electric vehicles is not only due to technical and policy changes, but also communication efforts. This study attempts to analyze the sustainability communication strategy used by the TikTok account @eos_indonesia in providing education related to electric vehicles. This study uses a qualitative method with a content analysis approach, These methods consist of digital participatory observation and documentation, The data collection is an analysis of the TikTok account @eos_indonesia content data that will be taken with a time span of April 2025 - June 2026 according to the classification that has been made, the data collected includes: video content (visual, audio and narrative). and content analysis has stages, starting from determining the unit of information, data sampling, recoding or recoding data (coding), grouping based on certain categories until finally interpreting the meaning contained in the message content. The research results show that sustainability communication strategies are carried out through five approaches: providing environmental education, reducing the complexity of electric vehicle technology, storytelling based on user experience, digital visual persuasion, and combining economic and environmental benefits in every communication message. This study contributes to the field of digital communication and sustainability communication by demonstrating the potential effectiveness of social media as a public education platform towards green transportation transformation in Indonesia.
Abstract:Influencer marketing has emerged as a dominant strategy within the digital marketing landscape, particularly in the Indonesian beauty industry. This study investigates how consumers in Makassar City develop and sustain trust…
rust in influencer-based marketing content on social media platforms. Employing a qualitative descriptive approach, in-depth semi-structured interviews were conducted with 20 purposively selected participants who actively consume beauty content on Instagram, TikTok, and YouTube. Data were analyzed using thematic analysis encompassing open coding, axial coding, and selective coding procedures. The findings reveal five core themes: (1) authenticity as the primary driver of trust formation; (2) the negative impact of excessive commercialization on perceived credibility; (3) the role of influencer expertise and product knowledge in legitimizing recommendations; (4) parasocial relationships as amplifiers of emotional attachment and brand loyalty; and (5) consumer skepticism as an emerging critical evaluation strategy. The study demonstrates that trust remains the central mediating variable linking influencer characteristics to purchase intentions. Consumers exhibit nuanced evaluation behaviors, distinguishing between genuine advocacy and sponsored content. The research contributes theoretically by integrating Source Credibility Theory, Parasocial Interaction Theory, and the Trust-Commitment Theory within the influencer marketing context. Managerially, the findings suggest that brands should prioritize authentic, transparent, and expertise-driven influencer collaborations rather than high-volume promotional campaigns.
Abstract:This study aims to analyze the product differentiation strategy implemented by Nhanas Donuts Pinrang in facing culinary business competition in the millennial and Gen Z era. The research method used is descriptive qualitative…
ative with data collection techniques through interviews, observation, and documentation. Informants consisted of the owner, production and service employees, as well as millennial and Gen Z consumers. The results showed that the product differentiation strategy applied includes four main aspects: flavor innovation with contemporary variants (matcha cheese, red velvet crumble, cookies and cream), attractive and "instagrammable" visual display, aesthetic and modern packaging design, as well as active digital marketing through Instagram, Facebook, and TikTok. Supporting factors for the success of differentiation include the owner's creativity, understanding of young consumer behavior, strategic location, and digital branding. The implications of this study indicate that product differentiation integrated with digital marketing is able to increase competitiveness and customer loyalty of local culinary Micro, Small, and Medium Enterprises in the digital era.
Abstract:This study aims to describe the following variables: (1) digital technology adoption, (2) business resilience, (3) women’s empowerment, and (4) financial literacy, and to analyze the effect of digital technology adoption…
on on business resilience mediated by women’s empowerment and moderated by financial literacy. The research employed a quantitative explanatory design with structural model analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through an online questionnaire (Google Form). The population consisted of 1,556 women entrepreneurs who own Micro and Small Industry (MSI) units in the food subsector, with 359 respondents selected using proportionate allocation sampling and located in Tasikmalaya, Sukabumi, Bogor, and Bandung. The findings indicate that the level of digital technology adoption among women entrepreneurs is in the very high category, while business resilience, women’s empowerment, and financial literacy are in the high category with potential for further improvement. Digital technology adoption has a positive effect on business resilience and women’s empowerment, implying that higher levels of technology adoption are associated with stronger business resilience and greater women’s empowerment. Women’s empowerment also positively affects business resilience and mediates the relationship between digital technology adoption and business resilience. In addition, higher financial literacy strengthens the effect of digital technology adoption on business resilience, thus functioning as an enhancing moderator in this relationship. The results imply that strengthening business resilience among women entrepreneurs can be achieved by enhancing digital technology–based resources and strategies, integrated with women’s empowerment as a mediating mechanism and financial literacy as a moderating capability for the strategic use of digital technology. Practically, the findings underscore the importance of advanced training programs and an integrated digital ecosystem to reinforce digital technology adoption, women’s empowerment, and financial literacy, while simultaneously building a collaborative ecosystem and continuous interventions focused on sustainable business resilience.