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All Journal Economics and Business Journal (JIMBE) (JUMPER) MAXIMAL IJHABS META - JOURNAL
Hery Maulana Arif
Universitas Negeri Makassar, Indonesia
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences

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Electronic Word-of-Mouth in the Digital Marketplace: A Conceptual Framework of Online Reviews, Consumer Trust, and Purchase Decisions among Generation Z Hery Maulana Arif
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 6 (2026): August
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i6.479

Abstract

This conceptual paper develops a framework explaining how electronic word-of-mouth (eWOM) influences Generation Z purchase decisions in digital marketplaces, with consumer trust as the central mediating mechanism. Recent evidence indicates that online reviews are not merely informational cues; their effects on buying behavior are transmitted primarily through trust formation. Across contemporary digital commerce settings, review credibility, source trustworthiness, argument quality, and information quality consistently predict eWOM effectiveness, while review valence and volume serve as more context-sensitive heuristics. Generation Z is particularly relevant because its shopping journey is often cross-platform, beginning with discovery through peer content, influencers, or livestreams and concluding in marketplace or e-commerce transactions. Building on these patterns, the paper proposes a conceptual model in which online review credibility, valence, volume, reviewer cues, and platform cues shape consumer trust, which in turn drives purchase intention and purchase decisions. The framework further proposes that platform architecture, authenticity controls, social proof sensitivity, and perceived risk moderate these relationships. The contribution lies in integrating eWOM, trust, and Gen Z platform behavior into a single explanatory structure suitable for subsequent empirical testing. This paper offers theoretical implications for information adoption and trust-transfer perspectives, and practical implications for marketplace designers, marketers, and review platform managers seeking to cultivate credible digital environments for Generation Z consumers.
Digital Consumer Behavior and the Future of Research Methods: A 2020-2025 Review Hery Maulana Arif
International Humanity Advance, Business & Sciences Vol 4 No 1 (2026): July
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/ijhabs.v4i1.1355

Abstract

This review synthesizes recent research on digital consumer behavior and evaluates the methodological directions likely to shape future inquiry. Using a structured narrative synthesis of 81 sources published mainly between 2020 and 2025, the study examines theoretical frameworks, behavioral drivers, customer journey and loyalty outcomes, and the research designs used across e-commerce, social commerce, mobile shopping, and omnichannel retail. The synthesis shows that trust, perceived risk, review credibility, personalization, and platform design consistently shape purchase intention and engagement, while customer journeys are increasingly non-linear and distributed across touchpoints. Theoretically, the field is moving from narrow technology-adoption models toward trust-, experience-, and journey-centered frameworks. Methodologically, cross-sectional surveys analyzed with structural equation modeling remain dominant, although digital trace data, AI-assisted text analytics, social media mining, and mixed-method designs are expanding. Post-purchase outcomes, channel switching, privacy and ethics, and cross-cultural variation emerge as under-explained areas. The article proposes a three-layer framework that combines perceived, observed, and interpreted behavior, and argues that future research should prioritize longitudinal and panel designs, triangulation between self-reports and behavioral traces, and ethics-aware access to platform data.
Scrolling, Trusting, Belonging: A Qualitative Thematic Document Analysis of Digital Consumer Behavior among Generation Z and Its Implications for Marketing Management Hery Maulana Arif
Journal Management & Economics Review (JUMPER) Vol. 4 No. 3 (2026): September
Publisher : Malaqbi Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jumper.v4i3.1279

Abstract

Generation Z (Gen Z) is increasingly central to marketing management, yet its digital consumer behavior is often described through generalizations rather than systematic interpretation. This study used a qualitative design based on thematic document analysis. It examined how recent scholarly and professional documents published between 2021 and 2023 explain Gen Z's digital consumer behavior and what these explanations imply for marketing management decisions. The corpus consisted of 17 purposively selected documents covering digital and social media marketing, influencer marketing, immersive technologies, and thematic analysis methodology. Following the reflexive thematic analysis approach of Braun and Clarke, the analysis generated four themes. The first is platform-mediated discovery, in which attention is shaped by algorithmic feeds. The second is relational trust, in which credibility is built through perceived authenticity, congruence, and homophily rather than brand authority. The third is consumption as identity and belonging, in which purchases serve symbolic and social functions. The fourth is conditional engagement, in which Gen Z's openness is balanced by skepticism toward undisclosed persuasion and attention to ethical value. The themes are integrated into a conceptual sequence that links digital stimuli, trust evaluation, identity validation, and conditional action. The findings suggest that marketing managers should treat Gen Z segmentation, positioning, and communication as community-based and transparency-driven. The study is limited by its document-based design and its reliance on a small corpus. It proposes directions for empirical research using interviews, netnography, and platform data.
Hyper-Personalization Berbasis AI Agents: Dampaknya Terhadap Loyalitas Konsumen Generasi Z Dan Milenial Di E-Commerce Indonesia Wiwin Riski Windarsari; Hery Maulana Arif
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 4 No 4 (2026): Desember
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v4i4.1350

Abstract

Penelitian ini bertujuan untuk mengeksplorasi pengalaman Generasi Z dan Milenial terhadap hyper-personalization berbasis AI agents dalam e-commerce Indonesia serta memahami bagaimana pengalaman tersebut membentuk loyalitas konsumen. Penelitian ini menggunakan pendekatan kualitatif fenomenologis dengan wawancara semi-terstruktur terhadap konsumen Gen Z dan Milenial yang aktif menggunakan platform e-commerce atau social commerce. Data dianalisis menggunakan thematic analysis untuk mengidentifikasi pola pengalaman, persepsi, dan respons emosional konsumen terhadap rekomendasi personal, chatbot, promosi otomatis, dan interaksi berbasis algoritma. Temuan menunjukkan bahwa hyper-personalization berbasis AI agents dapat memperkuat loyalitas ketika konsumen memersepsikannya sebagai relevan, membantu, responsif, dan dapat dipercaya. Personalisasi mampu mengurangi upaya pencarian, meningkatkan efisiensi belanja, serta mendorong keterikatan berulang dengan platform. Namun, loyalitas tidak terbentuk secara otomatis karena konsumen juga menghadapi ambivalensi algoritmik, terutama terkait privasi, transparansi data, dan perasaan diawasi oleh sistem. Ketika personalisasi dianggap terlalu intensif, invasif, atau manipulatif, kepercayaan konsumen dapat melemah. Studi ini menegaskan bahwa loyalitas dalam e-commerce berbasis AI merupakan hasil dari negosiasi antara manfaat personalisasi, kepercayaan algoritmik, pengalaman emosional, persepsi kontrol, dan kekhawatiran privasi. Implikasi praktisnya, platform e-commerce perlu merancang AI agents yang relevan, transparan, etis, dan tetap memberi ruang kendali bagi konsumen.
Co-Authors Burhanuddin Irsan Radjab Isma Azis Riu Nurul Fadilah Aswar Tenri Sayu Puspitaningsih Dipoatmodjo Windarsari, Wiwin Riski