Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Management Science and Application
Muhardi Muhardi
Faculty of Economics and Business, Universitas Islam Bandung, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand Engagement as A Key Factor In The Success of MEME Marketing In Generation Z Rodhiah Rodhiah; Derizka Inva Jaswita; Muhardi Muhardi; Dede R Oktini; Tasya Aspiranti
International Journal of Management Science and Application Vol. 5 No. 1 (2026): IJMSA
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v5i1.570

Abstract

The development of digital technology and social media has driven significant changes in marketing strategies, especially in reaching Generation Z who have unique characteristics in consuming content. One of the fastest-growing strategies is meme marketing, which relies on humor, creativity, and cultural relevance. This study aims to analyze the role of brand involvement as a key factor in meme marketing success, as well as test the influence of customer attitudes and media distribution as supporting variables. The study used a quantitative approach with a survey method of 100 Generation Z respondents in Jakarta. The sampling technique used purposive sampling, with the criteria of active respondents using social media. Data were collected through a Likert scale-based questionnaire and analyzed using a multivariate statistical approach. The results showed that brand engagement had a positive and significant effect on the effectiveness of meme marketing, while customer attitudes and media distribution had no significant effect. These findings confirm that the success of meme marketing is determined more by emotional interaction and active consumer involvement than rational factors or distribution channels. This research contributes to the development of digital marketing literature as well as practical implications for companies in designing communication strategies that are more relevant to Generation Z.
Virtual Influencers and Consumer Engagement in Indonesia: Extending the Technology Acceptance Model Agung Wijoyo; Rodhiah Rodhiah; Muhardi Muhardi; Tasya Aspiranti
International Journal of Management Science and Application Vol. 5 No. 1 (2026): IJMSA
Publisher : Sultan Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58291/ijmsa.v5i1.545

Abstract

This research investigates the Indonesian consumers’ adoption of Virtual Influencers (VIs) by extending the technology acceptance model (TAM) through the integration of relational constructs. This study examined the effect of perceived usefulness (PU) and perceived ease of use (PEOU) on attitude, the effect of attitude on behavioural intention (BI) and the mediating role of trust in consumer engagement. Data were collected through an online survey from 500 Indonesian social media users aged 18–35 years old who actively follow VIs on Instagram or TikTok. The analysis used structural equation modeling (SEM) using SmartPLS and AMOS. Reliability and validity were measured by using Cronbach's alpha, composite reliability, AVE, and discriminant validity, while the mediation analysis was tested by bootstrapping with 5,000 resamples. The results show that PU and PEOU significantly affect attitudes, which in turn affect behavioral intention. Behavioral intention is also a significant factor in the development of trust, and trust is found to be the strongest predictor of engagement. In addition, cultural aspects such as collectivism and religiosity are discussed as contextual factors. The model has good explanatory power with R2 of 0.42-0.56. The results show that trust is a significant element in the intention-to-engagement process in the context of VIs. Practically, brands can prioritize transparency and cultural relevance when developing virtual influencers to increase engagement among Indonesian Millennials and Gen Z. This study contributes to the limited empirical literature on VIs in Southeast Asia by extending TAM with trust and engagement.
Co-Authors Agung Wijoyo Dede R Oktini Derizka Inva Jaswita Rodhiah Rodhiah Rodhiah Rodhiah Tasya Aspiranti