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PENGARUH KREDIBILITAS STREAMER DAN HARGA PADA LIVE STREAMING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WARDAH (STUDI KASUS PADA GEN Z DI KOTA PALEMBANG) Putri Hafiliah Pebriana; Welly Nailis; Yulia Hamdaini Putri; Nofiawaty Nofiawaty; Ana Yanovi; Iisnawati Iisnawati; Hera Febria Mavilinda
ECONOMIST: Jurnal Ekonomi dan Bisnis Vol. 3 No. 2 (2026): April 2026
Publisher : CV Sentra Nusa Connection

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63545/economist.v3i2.214

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kredibilitas streamer dan harga pada live streaming TikTok terhadap keputusan pembelian produk skincare Wardah pada gen z di Kota Palembang. Dengan menggunakan metode kuantitatif, penelitian ini mengumpulkan data dari 100 responden gen z pengguna produk wardah di Kota Palembang. Analisis data dilakukan dengan regresi linear berganda untuk menguji hubungan antara variabel independen dan dependen. Hasil penelitian menunjukkan bahwa kredibilitas streamer dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial maupun simultan. Implikasi dari penelitian ini adalah pentingnya meningkatkan kredibilitas streamer dan penetapan harga yang efektif dalam mempertahankan keputusan pembelian produk skincare Wardah pada gen z di Kota Palembang.
The Influence of Augmented Reality (AR) Technology Implementation on Purchase Decisions for Wardah Products: The Mediating Role of Shopping Experience Alisia Silver Stone; Azwardi; Ana Yanovi; Iisnawati; Zakaria Wahab
International Journal of Economics Accounting and Management Vol. 3 No. 2 (2026): IJEAM - July 2026
Publisher : PT. INOVASI TEKNOLOGI KOMPUTER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60076/ijeam.v3i2.2276

Abstract

The rapid advancement of digital technology has encouraged cosmetic companies to integrate Augmented Reality (AR) into online shopping platforms to create more interactive and personalized consumer experiences. Despite the increasing adoption of AR, empirical evidence regarding the mechanism through which this technology influences purchase decisions remains limited, particularly within Indonesia's cosmetics industry. This study aims to examine the influence of Augmented Reality technology implementation on purchase decisions for Wardah products, with shopping experience serving as a mediating variable. A quantitative research approach was employed by distributing questionnaires to 204 Indonesian consumers who had previously used AR features when purchasing Wardah products online. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software. The findings reveal that Augmented Reality technology has a positive and significant effect on both shopping experience and purchase decisions. In addition, shopping experience positively influences purchase decisions and partially mediates the relationship between AR technology and purchase decisions. These results indicate that immersive virtual experiences enhance consumers' trust, engagement, and confidence throughout the purchasing decision-making process. This study extends the application of the Technology Acceptance Model (TAM) by confirming the mediating role of shopping experience in the relationship between AR technology and purchase decisions. Furthermore, the findings provide practical implications for cosmetic companies in developing AR-based digital marketing strategies that enhance customer experiences and encourage purchase decisions
Analisis Motivasi Kerja Gen Z Dengan Landasan Teori Atribusi: Studi Tinjauan Literatur di Indonesia Denny Nabawi; Hamira Hamira; Ahmad Khoirun Najib; Ana Yanovi
Balance : Jurnal Akuntansi dan Manajemen Vol. 4 No. 3 (2025): Desember 2025
Publisher : Lembaga Riset Ilmiah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59086/jam.v4i3.1069

Abstract

Penelitian ini bertujuan menganalisis motivasi kerja Generasi Z (Gen Z) di Indonesia dengan menggunakan teori atribusi sebagai kerangka untuk menafsirkan pengaruh faktor internal maupun eksternal. Penelitian dilakukan melalui tinjauan sistematis terhadap 36 artikel ilmiah terbitan 2019–2025 yang diperoleh dari Google Scholar, SINTA, dan Garuda. Hasil analisis menunjukkan bahwa faktor eksternal memiliki pengaruh lebih dominan sebesar 58% dibandingkan faktor internal sebesar 42%. Faktor eksternal, seperti lingkungan sosial, budaya organisasi, teknologi digital, fleksibilitas kerja, dan pengembangan karir, mendorong motivasi Gen Z melalui terciptanya keterhubungan, efisiensi, keseimbangan hidup, dan peluang berkembang. Sementara itu, faktor internal berupa pengembangan diri, otonomi, dan makna kerja memperkuat motivasi intrinsik mereka. Temuan ini menegaskan bahwa organisasi di Indonesia perlu mengembangkan budaya kerja yang kolaboratif dan adaptif, sejalan dengan karakter Gen Z yang lebih menghargai kebersamaan dan kebermaknaan kerja, berbeda dengan kecenderungan Gen Z di beberapa negara Eropa yang lebih individualistis. Dengan demikian, kajian ini memberikan pemahaman praktis bagi dunia kerja Indonesia dalam merancang strategi pengelolaan SDM yang sesuai dengan ekspektasi generasi mendatang.   This study aims to analyze the work motivation of Generation Z (Gen Z) in Indonesia by using attribution theory as a framework to interpret the influence of internal and external factors. The study was conducted through a systematic review of 36 scientific articles published between 2019 and 2025 obtained from Google Scholar, SINTA, and Garuda. The analysis results show that external factors have a more dominant influence of 58% compared to internal factors of 42%. External factors, such as social environment, organizational culture, digital technology, work flexibility, and career development, drive Gen Z’s motivation through the creation of connectedness, efficiency, work-life balance, and growth opportunities. Meanwhile, internal factors, including self-development, autonomy, and meaningful work, strengthen their intrinsic motivation. These findings emphasize that organizations in Indonesia need to develop a collaborative and adaptive work culture, in line with the characteristics of Gen Z who value togetherness and meaningful work, in contrast to the tendency of Gen Z in some European countries who are more individualistic. Thus, this study provides practical insights for the Indonesian workplace in designing human resource management strategies that meet the expectations of the next generation.