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All Journal Paradoks : Jurnal Ilmu Ekonomi Advances in Human Resource Management Research
Muchlis Abbas
Universitas Lamappapoleonro, Soppeng, Indonesia
Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Credibility, Electronic Word Of Mouth, dan Personalisasi Iklan Digital Terhadap Keputusan Pembelian Produk Digital Pada Generasi Z di Tiktok Shop Muchlis Abbas
Paradoks : Jurnal Ilmu Ekonomi Vol. 9 No. 2 (2026): February - April
Publisher : Fakultas Ekonomi, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/paradoks.v9i2.1793

Abstract

Perkembangan perdagangan berbasis media sosial telah mengubah proses pembelian konsumen, khususnya Generasi Z yang aktif menggunakan platform digital. TikTok Shop mengintegrasikan hiburan, interaksi sosial, dan transaksi sehingga membentuk pola keputusan pembelian yang berbeda dari marketplace konvensional. Penelitian ini bertujuan menganalisis pengaruh brand credibility, electronic word of mouth (e-WOM), dan personalisasi iklan digital terhadap keputusan pembelian produk digital pada Generasi Z di TikTok Shop. Penelitian menggunakan pendekatan kuantitatif dengan desain survei eksplanatori. Populasi penelitian adalah 95 pengguna aktif TikTok Shop berusia 18-26 tahun yang pernah membeli produk digital dalam tiga bulan terakhir. Seluruh populasi dijadikan responden melalui metode sensus. Data dikumpulkan menggunakan kuesioner skala Likert dan dianalisis dengan regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa brand credibility, e-WOM, dan personalisasi iklan digital berpengaruh positif dan signifikan terhadap keputusan pembelian. E-WOM menjadi variabel yang paling dominan. Temuan ini menegaskan pentingnya kredibilitas merek, ulasan konsumen, dan relevansi iklan dalam membangun kepercayaan dan mendorong pembelian produk digital pada Generasi Z.
Artificial Intelligence-Based Advertising, Ad Personalization, and the Digital Shopping Experience: Their Impact on Consumer Trust Amid Privacy Concerns When Purchasing SME Products on TikTok Shop Muchlis Abbas; Amrial Amrial; Tjare A. Tjambolang
Advances in Human Resource Management Research Vol. 3 No. 2 (2025)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ahrmr.v3i2.1120

Abstract

Purpose: This study examines the effects of artificial intelligence-based advertising, ad personalization, and digital shopping experience on consumer trust, with privacy concerns as a mediating variable in purchases of MSME products on TikTok Shop. Research Design and Methodology: A quantitative associative-causal design with a cross-sectional survey was employed. Data were collected from 260 consumers who had purchased MSME products on TikTok Shop and had been exposed to personalized advertisements. Purposive sampling was applied, and the data were analyzed using PLS-SEM with SmartPLS 4. Findings and Discussion: AI-based advertising and ad personalization positively and significantly influence privacy concerns, while digital shopping experience negatively affects privacy concerns and positively affects consumer trust. Privacy concerns significantly reduce consumer trust, whereas AI-based advertising has no significant direct effect on trust. These findings support Privacy Calculus Theory, indicating that consumers balance personalization benefits against perceived data risks. Implications: MSMEs and TikTok Shop administrators should combine personalization with transparent data practices, stronger privacy protection, transaction security, and improved digital shopping experiences. Future studies should examine other platforms, consumer segments, and longitudinal settings.
Digital Capabilities, Organizational Culture, and Employee Well-Being on Employee Performance Through Employee Engagement at Startups Under the Guidance of a Business Incubator Zainuddin Mustapa; Andi Muhammad Fara Kessi; Muchlis Abbas; Arnida Arnida
Advances in Human Resource Management Research Vol. 3 No. 2 (2025)
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ahrmr.v3i2.1121

Abstract

Purpose: This study examines the effects of digital capabilities, organizational culture, and employee well-being on employee performance, with employee engagement as a mediating variable. Research Design and Methodology: Using a quantitative explanatory design, data were collected through questionnaires from 180 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The measurement model was assessed through outer loadings, composite reliability, and average variance extracted, while the structural model was evaluated using path coefficients, coefficient of determination, and bootstrapping. Findings and Discussion: The results show that digital capabilities, organizational culture, and employee well-being positively and significantly influence employee engagement. Employee engagement has a positive and significant effect on employee performance and represents the strongest direct predictor. Employee well-being also directly improves employee performance, whereas digital capabilities have no significant direct effect, indicating that their contribution to performance operates primarily through employee engagement. Implications: Organizations should integrate digital capability development, a supportive organizational culture, employee well-being initiatives, and engagement strategies to improve employee performance during digital transformation sustainably. Future research may test this model across industries and broader organizational contexts.
Co-Authors ', Arnida Amrial Amrial Andi Muhammad Fara Kessi Tjare A. Tjambolang Zainuddin Mustapa