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All Journal Journal of Economics, Business, Management, Accounting And Social Sciences (JEBMASS)
Febri Rakhmawati Arsj
Perbanas Institute Jakarta

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Pengaruh Keterikatan Konsumen Terhadap Media Sosial Instagram @maxxisid Febri Rakhmawati Arsj
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 3 No. 2 (2025): JANUARY 2025
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v3i2.174

Abstract

The development of adequate transport infrastructure improves mobility efficiency, enhancing product competitiveness and economic performance. Motorbikes, a practical alternative for addressing urban congestion, have become both a means of transport and a lifestyle symbol. Enthusiasts often discuss various motorbike-related topics, including tyres. Maxxis tyres, a popular brand, utilizes Instagram for customer engagement. This study aims to analyze the impact of Maxxis tyres' customer engagement on Instagram. Using a descriptive and quantitative approach, primary data was collected through a Google Form questionnaire from 100 motorbike owners who are active Instagram users. Data analysis involved validity and reliability tests, normality tests, linear regression, t-tests, and determination coefficient analysis. Results revealed that customer engagement significantly and positively influences Instagram as a social media platform, highlighting the effectiveness of Maxxis tyres' strategy in leveraging digital platforms to connect with consumers.
Daya Tarik Pemilihan Brand Kosmetik Lokal Di Kalangan Gen Z Febri Rakhmawati Arsj
JOURNAL OF ECONOMICS, BUSINESS, MANAGEMENT, ACCOUNTING AND SOCIAL SCIENCES Vol. 3 No. 3 (2025): MARCH 2025
Publisher : PUTRA JAWA PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63200/jebmass.v3i3.184

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui daya tarik pemilihan brand kosmetik lokal di kalangan Gen Z. Penelitian ini mengadopsi pendekatan kuantitatif dengan metode asosiatif. Adapun sampel dari penelitian ini adalah Gen Z perempuan dengan usia kisaran antara 18 -25 tahun yang memakai brand kosmetik lokal yakni Make Over minimal 1 (satu) kali, Adapun teknik sampel yang digunakan yakni purposive sampling dengan jumlah responden sebanyak 100 orang. Spss versi 25 digunakan untuk menganalisis data yang ada. Hasil dari penelitian ini menunjukan bahwa kosmetik lokal merek Make over dapat diterima dengan baik oleh perempuan khususnya kalangan Gen Z yang dilihat dari daya tarik influencer marketing serta Sosial Media TikTok yang berpengaruh parsial positif dan signifikan terhadap Keputusan Pemilihan kosmetik lokal Make Over.
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