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All Journal Measurement : Jurnal Akuntansi JURNAL KOMUNIKASI DAN BISNIS Jurnal Ekonomi Perusahaan
Yosef Dema
STIE Tunas Nusantara
Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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The role of micro-influencers in social media marketing: A quantitative study on purchase intent using source credibility theory Yosef Dema; Elisabeth Vita Mutiarawati; Yohanes Langgar Billy
Jurnal Ekonomi Perusahaan Vol. 32 No. 1 (2025): March - August 2025
Publisher : Business and Entrepreneurship Department, Kwik Kian Gie School of Business and Information Technology, Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jep.v32i1.1424

Abstract

In the ever-evolving realm of digital marketing, this study delves into how micro-influencer credibility—conceptualized through the dimensions of expertise, trustworthiness, and attractiveness—shapes consumer purchase intent on social media platforms. Grounded in Source Credibility Theory, the research employs a quantitative design, gathering responses from 270 social media users via a structured online survey. Employing Structural Equation Modeling (SEM-PLS), the analysis uncovers that while trustworthiness and attractiveness significantly sway consumer behavior, expertise surprisingly falls short of exerting measurable impact. This departure from prior emphasis on knowledge-based persuasion suggests a shifting consumer landscape—where authenticity and visual appeal resonate more than authority. Even more striking is the discovery that variations in age, gender, and social media habits do not meaningfully moderate these relationships. This uniformity underscores a broad psychological consistency in how consumers evaluate influencers. Marketers and practitioners, therefore, are encouraged to recalibrate their strategies, prioritizing emotional resonance and personal branding over technical qualifications.
Revisiting the Privacy Paradox: Transparency, Trust, and the Effectiveness of Behavioural Analytics in Digital Marketing Yosef Dema; Elisabeth Vita Mutiarawati; Ari Hadi Prasetyo; Yohanes Langgar Billy
Jurnal Komunikasi dan Bisnis Vol. 14 No. 1 (2026): May - October
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jkb.v14i1.2099

Abstract

This study revisits the privacy paradox in data-driven marketing by examining whether privacy concerns constrain the effectiveness of behavioural analytics and whether transparency plays a more influential role in shaping consumer purchase decisions. Drawing on the Theory of Planned Behaviour, Privacy Calculus Theory, and research on algorithm aversion, behavioural analytics is conceptualized as a digital choice architecture that influences consumer decision-making. Survey data from 228 digitally active consumers were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that behavioural analytics positively influences purchase decisions, while privacy concerns do not significantly moderate this relationship, supporting the persistence of the privacy paradox. In contrast, transparency significantly strengthens the effect of behavioural analytics by enhancing consumer trust and perceived procedural fairness. These findings suggest that transparency, rather than privacy concern, is the key mechanism supporting effective personalization. From a managerial perspective, organizations should complement behavioural analytics with transparent data governance, explainable algorithmic practices, and clear communication regarding data use to strengthen consumer trust. This study advances digital marketing research by reframing the privacy paradox as a question of legitimacy and trust in responsible data-driven marketing.
Conflict Structuration in Audit Findings Negotiation: A Case Study of a Private University Reaccreditation in North Jakarta Carmel Meiden; Yosef Dema; Tita Djuitaningsih
MEASUREMENT : Jurnal Program Studi Akuntansi Vol 19, No 2 (2025): MEASUREMENT : JURNAL AKUNTANSI DESEMBER 2025
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/mja.v19i2.8724

Abstract

This research examines the structuration of conflicts during the negotiation of audit findings within the context of private university reaccreditation. The study focuses on identifying the key factors that initiate and escalate conflicts, as well as the strategies employed by auditors and university officials to manage and resolve these conflicts. It also explores the influence of power dynamics, communication, and economic constraints on the negotiation process. The research utilizes qualitative methods, including observations of auditor-auditee interactions and document analysis, to investigate the complexities of audit negotiations. The study is anchored in Giddens' Structuration Theory, which provides a framework for understanding how institutional structures and individual actions shape the conflict dynamics. The findings reveal significant power imbalances between auditors and auditees, communication challenges, and economic constraints that contribute to the structuration of conflicts. The study also highlights how procedural rigidity and the struggle to align local practices with international standards exacerbate these conflicts, ultimately impacting the outcomes of the reaccreditation process. The research underscores the need for improved decision-making processes, genuine compliance practices, better resource management, and effective communication to enhance the reaccreditation process. These findings offer valuable insights for policy development and institutional governance in the higher education sector.
Co-Authors Ari Hadi Prasetyo Carmel Meiden Elisabeth Vita Mutiarawati Tita Djuitaningsih YOHANES LANGGAR BILLY