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All Journal JOURNAL OF APPLIED BUSINESS ADMINISTRATION Journal of Social Commerce
Nursantri Yanti
State Islamic University of North Sumatra, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Visual Content on TikTok Social Media Toward Customer Engagement in the Food and Beverage Industry on Product Purchase Decisions Dwi Erlanda Anggara; Tri Inda Fadhila Rahma; Nursantri Yanti
Journal of Social Commerce Vol. 5 No. 4 (2025): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v5i4.195

Abstract

The purpose of this research is to provide insights into the extent to which visual content on TikTok influences customer engagement, how significantly customer engagement affects purchasing decisions, and the relationship between visual content on TikTok and customer engagement in making product purchase decisions. This study employs a quantitative method with an explanatory research approach. Data were collected through questionnaires distributed to 80 consumers of Sinar Utama chicken noodles. The analysis technique used is Path Analysis via SmartPLS software version 3.3. The measurements applied include the outer model assessment, mediation test, and inner model assessment. The findings from the field demonstrate that: (1) Attractive visual content significantly enhances customer engagement because strong visuals are able to capture attention, thereby encouraging interactions that increase interest in the product. (2) Customer engagement plays a crucial role in influencing purchasing decisions by building trust, loyalty, and emotional connections, which can drive customers to buy. (3) Customer engagement serves as a mediator between attractive visual content and purchasing decisions, as emotional involvement and customer interaction with visual content strengthen the decision-making process to purchase the product.
Generation Perceptions and Interests of Millennials in Zakat Digitally in Medan City Muhammad Anwar; Juliana Nasution; Nursantri Yanti
Journal of Applied Business Administration Vol 9 No 2 (2025): Journal of Applied Business Administration
Publisher : Pusat P2M Politeknik Negeri Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30871/jaba.10694

Abstract

This study aims to analyze the relationship between perceptions and interests in digital zakat payments among millennials in Medan City. This is based on the rapid development of technology, finance, and zakat digitalization, which significant improvements have not yet matched in national zakat collection realization. This study employs a quantitative approach with a descriptive correlational design. The sample consists of 85 millennial respondents living in Medan City who have experience or knowledge of digital zakat platforms. Data were collected through a closed-ended questionnaire using a Likert scale and analyzed using validity, reliability, Pearson correlation, and linearity tests. The results indicate that millennials' perceptions of digital zakat fall into the positive category, with an average score of 65.92. Meanwhile, their interest is also classified as high, with an average of 48.16. The correlation analysis shows a positive and significant relationship between perceptions and interests in digital zakat (r = 0.563; p < 0.001). This confirms that stronger perceptions of the convenience, security, and benefits of digital zakat led to higher interest in paying zakat through digital channels. This research makes a significant contribution to designing more inclusive, educational, and relevant digital zakat collection strategies for millennials in the digital era.
Co-Authors Dwi Erlanda Anggara Juliana Nasution Muhammad Anwar Tri Inda Fadhila Rahma