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All Journal Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Ilomata International Journal of Social Science International Journal of Islamic Economics (IJIE) Image : Jurnal Riset Manajemen
Rino Febrianno Boer
LSPR Institute of Communication and Business
Religion Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Other

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Scarcity Message, FOMO, and Social Persuasive Technology on Impulse Buying among Generation Z Fast Fashion Consumers Putra Pratama; Elda Sri Andini; Rino Febrianno Boer
Image : Jurnal Riset Manajemen Vol. 13 No. 2 (2025): May 2025 - October 2025
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/image.2025.190

Abstract

Introduction/Main Objectives: This study examines the effect of scarcity message, fear of missing out (FOMO), and social persuasive technology on impulse buying behavior among Generation Z consumers in Indonesia’s fast fashion industry. As digital natives, Generation Z consumers are highly responsive to marketing stimuli and social interactions in digital environments. Background Problems: Despite growing literature on impulse buying behavior, limited studies examine how scarcity message, FOMO, and social persuasive technology jointly influence impulse buying among Generation Z consumers in fast fashion. Novelty: This study integrates these variables into a single empirical model to explain impulse buying behavior among Generation Z consumers, addressing limited research examining these factors together. Research Methods: This study uses a quantitative survey using data from 211 Generation Z consumers who purchased fast fashion products. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Finding/Results: Results show scarcity message, FOMO, and social persuasive technology have positive and significant effects on impulse buying behavior, with social persuasive technology emerging as the strongest predictor. Conclusion: The findings highlight the role of digital-social persuasion in shaping impulse buying among Generation Z and provide theoretical contributions to Marketing 5.0 and implications for fast fashion marketers.
Strategic Communication for Artificial Intelligence Adoption in Islamic Finance: Governance, Ethics, and Public Trust Alan Munandar; Rino Febrianno Boer; Sarah Yunizka
Jurnal Internasional Ekonomi Islam Vol 8 No 01 (2026): International Journal of Islamic Economics
Publisher : The Postgraduate of Institut Agama Islam Negeri Metro Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32332/ijie.v8i01.13284

Abstract

Objective: This study aims to examine how strategic communication can support the responsible adoption of Artificial Intelligence in Islamic financial institutions, ensuring that technological innovation remains ethically grounded, socially legitimate, and publicly trusted.  Method: This study employs a structured qualitative literature review with thematic analysis by synthesizing scholarship on Artificial Intelligence in Islamic finance, Islamic banking transparency, shariah governance disclosure, explainable Artificial Intelligence, fintech trust, and Islamic ethical perspectives.  Result: The findings show that Artificial Intelligence creates opportunities for compliance support, service modernization, institutional efficiency, and digital innovation, but also generates communication risks when institutions fail to explain how Artificial Intelligence systems operate, how decisions are reviewed, and how accountability is maintained.  Implication: This study contributes to the literature by positioning strategic communication as a constitutive component of Artificial Intelligence governance across the planning, implementation, and evaluation stages of technological adoption in Islamic financial institutions. Originality or Novelty: This study provides a distinct theoretical contribution by shifting the focus of Artificial Intelligence adoption from purely technical capabilities to a communication-centered governance paradigm, conceptualizing strategic communication not as a post-hoc promotional activity but as an active structural mechanism that directly operationalizes Maqasid al-Shariah values throughout the technology deployment lifecycle.
The Role of Social Media Campaigns in Enhancing Corporate Sustainability Initiatives: A Study of Selected Companies in Southeast Asia Syahirah Gunawan; Rino Febrianno Boer
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2075

Abstract

Social, environmental and economic pressures are increasing the urgency of corporate sustainability in Southeast Asia, while encouraging companies to use social media as a campaign channel and strategic communication tool. This study, grounded in the Triple Bottom Line (TBL) framework, Stakeholder Theory, and Corporate Communication Theory, explores how selected Southeast Asian companies utilize social media to enhance sustainability initiatives which also serve as a bridge between the perspectives of business ethics, marketing communications, and sustainable development. Through a qualitative, secondary data approach, the research examines specific case studies including Pertamina, Petronas, and Thai Union Group, to assess strategies, challenges, and engagement effectiveness. The data analysed consists of relevant previous research and documentation from the companies concerned. This study does not directly measure the effectiveness of engagement, but rather interprets the effectiveness of engagement in terms of narrative coherence. The study also addresses recent criticisms of the TBL framework, highlighting ethical tensions between profitability and moral responsibility. Findings reveal that localized storytelling, influencer collaboration, and transparency tend to enhance stakeholder trust and campaign resonance. However, inconsistencies in messaging and the risk of performative activism remain critical issues. By integrating empirical cases and theoretical critique, this research contributes to a more nuanced understanding of how digital platforms mediate corporate sustainability in diverse Southeast Asian contexts. The study concludes with recommendations for more stakeholder driven and ethically coherent communication strategies.
Comparison of Online Shopping Behavior Before and During Pandemic towards Generation Z Rino Febrianno Boer; Reina Amerya Ayu; Fatima Alifha
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia Vol. 9 No. 2 (2024): December 2024 - Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia
Publisher : Ikatan Sarjana Komunikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25008/jkiski.v9i2.1137

Abstract

The increasing adoption of digital platforms has significantly influenced consumer behavior, particularly among Generation Z, necessitating a deeper understanding of how external crises reshape purchasing patterns. Grounded in consumer behavior theories,  this study explores how key factors such as quality consciousness, green consumer value, materialism, and impulsive buying influence Generation Z's decision-making styles—extensive, limited, and habitual—before and during the COVID-19 pandemic. The primary objective is to uncover the extent to which these factors evolved during the pandemic and their implications for communication strategies in digital marketing. Using a Partial Least Squares - Multi-Group Analysis (PLS-MGA) framework, the study employs a quantitative approach with data collected from Generation Z respondents across two time periods: pre-pandemic (2018, n=130) and mid-pandemic (2022, n=250). The analysis evaluates the relationships between variables and compares changes over time to identify significant shifts in consumer priorities. Results reveal that external global events amplify internal consumer values, with quality consciousness and green consumer value becoming more pronounced during the pandemic. Additionally, materialism and impulsive buying gained significance across all decision-making styles, highlighting the psychological impact of the crisis. These findings contribute to the field of communication by emphasizing the need for brands to adapt their messaging to reflect evolving consumer priorities, particularly in times of uncertainty. This research underscores the role of communication in fostering trust and aligning with sustainable and quality-driven values, offering actionable insights for marketers targeting Generation Z.
Co-Authors Alan Munandar Elda Sri Andini Fatima Alifha Putra Pratama Reina Amerya Ayu Sarah Yunizka Syahirah Gunawan