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All Journal Reformasi : Jurnal Ilmiah Ilmu Sosial dan Ilmu Politik Ilomata International Journal of Social Science
Dewi Alesha Miller
LSPR Institute of Communication and Business
Religion Humanities Education Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Artificial Intelligence Sparks Controversy in Content Marketing for Local Skincare Brands in Indonesia Dewi Alesha Miller; Leliyana Andriyani
Ilomata International Journal of Social Science Vol. 7 No. 1 (2026): January 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i1.1941

Abstract

This study investigates the controversy and public response surrounding the use of artificial intelligence in content marketing by local skincare brands in Indonesia. While the adoption of AI-generated visuals has enabled faster content production and participation in digital trends, it has also provoked consumer backlash over concerns about authenticity, emotional connection, and the loss of artistic value. The research employed a qualitative netnographic approach. Data were collected from viral campaigns, social media commentary, and digital community discussions on public platforms such as Instagram and X (Twitter) between January and May 2025. The findings reveal that although AI accelerates content creation, its widespread use leads to visual uniformity and diminishes brand distinctiveness. Furthermore, Indonesian digital audiences actively shape brand narratives, demanding transparency, ethical standards, and respect for creative human work in marketing communications. The study highlights the need for brands to balance operational efficiency with cultural sensitivity and authentic engagement to build trust and long-term loyalty in the digital era. The main implication is that successful integration of AI in marketing requires open communication and a sustained commitment to human creativity. These insights offer valuable guidance for practitioners and policymakers seeking to navigate the ethical and cultural challenges of AI adoption in Indonesia’s dynamic beauty industry.
Parasocial Intimacy, Perceived Authenticity, and Scarcity Prestige in Creator-Led Commerce: Drivers of Premium Food Purchase Decisions Kadek Indira Savitiri; Dewi Alesha Miller
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2071

Abstract

This study examines purchase decision making in creator led premium food commerce by analysing how parasocial intimacy, perceived authenticity, and product scarcity shape consumer behaviour in Indonesia’s influencer driven market. Despite high prices and limited functional differentiation, creator led products often generate strong demand, yet empirical explanations remain limited. This study addresses how symbolic and psychological factors translate into purchase decisions within this context. Extending social commerce and influencer marketing literature, this research integrates parasocial intimacy, perceived authenticity, and scarcity prestige within a single model, with intention to purchase as a mediating variable. Data were collected from 420 social media users aged 20 to 45 in Jakarta and analysed using Partial Least Squares Structural Equation Modelling. The results indicate that intention to purchase has a strong and significant effect on purchase decisions, while parasocial intimacy, perceived authenticity, and product scarcity influence purchase decisions only indirectly through intention, indicating full mediation. These findings suggest that premium food consumption in creator led markets follows a deliberative pathway rather than a purely impulsive one, where emotional closeness, authenticity perceptions, and credible scarcity cues must first shape purchase intention before translating into behaviour. This study highlights the central role of intention formation in premium social commerce and provides strategic implications for creators and brands to prioritise authentic relationships and credible value construction over direct sales pressure.
Fear of Missing Out and Digital Content Marketing as Drivers of Impulse Buying in Social Commerce Platforms Nadia Gita Aresti; Amelia Kristofani; Dewi Alesha Miller
Ilomata International Journal of Social Science Vol. 7 No. 2 (2026): April 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i2.2084

Abstract

This study investigates how fear of missing out (FoMO) and content marketing drive impulse buying among Generation Z skincare consumers on TikTok Shop in Jakarta, addressing the need for clearer insight into psychological and marketing mechanisms within Indonesia’s rapidly evolving social commerce landscape. The research directly compares the relative impact of internal (FoMO) and external (content marketing) drivers within a single empirical model—an area previously underexplored in the context of Indonesia’s rapidly expanding social commerce. Using a quantitative, cross-sectional online survey, data were collected from 405 TikTok Shop skincare buyers aged 18–28 in Jakarta and analysed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both FoMO and content marketing significantly increase impulse buying, with content marketing demonstrating the stronger effect. These findings demonstrate that both engaging content and FoMO-based strategies can increase impulse buying among Generation Z skincare consumers. The study contributes theoretically by providing empirical evidence that both psychological (FoMO) and marketing (content) drivers jointly influence impulse buying in social commerce platforms, highlighting the importance of integrating internal and external factors within explanatory models of consumer behaviour. Despite its insights, limitations include self-reported data and focus on one city; future research should use behavioural data and expand to other regions and demographics.
Makna Kesadaran Merek Transportasi Ramah Lingkungan Dari Sudut Pandang Pengguna Aditya Eka Putra; Elke Alexandrina; Dewi Alesha Miller; Leliyana Andriyani
REFORMASI Vol 15, No 3 (2025)
Publisher : Universitas Tribhuwana Tunggadewi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33366/rfr.v15i3.7564

Abstract

This study examines how users interpret Green SM Taxi brand awareness as an environmentally friendly transportation service in Indonesia. The study addresses a gap in green brand communication research, where brand awareness is often treated as recognition and recall, while users’ experiential verification of green claims remains insufficiently explained. Using an interpretive qualitative design, data were collected through semi-structured interviews with nine users selected purposively based on prior service experience and their ability to recall at least one brand communication cue. The data were analyzed thematically through open coding, axial coding, theme consolidation, negative-case checking, and light member checking. The findings show that awareness is formed through three interconnected layers: visible, felt, and available. Visible cues, such as fleet color, logo, and green narratives, support recognition and recall. Felt evidence, including quiet cabins, smoother rides, cleanliness, and driver conduct, makes green claims more credible. Availability, including waiting time, vehicle readiness, app usability, and payment convenience, determines whether awareness becomes actual use. Word-of-mouth and digital conversations also strengthen awareness through experience-based social validation. This study offers a service-based green brand awareness model that links symbolic communication, user experience, operational readiness, and actual use.Penelitian ini mengkaji bagaimana pengguna memaknai kesadaran merek Green SM Taxi sebagai layanan transportasi ramah lingkungan di Indonesia. Studi ini menjawab celah dalam penelitian komunikasi merek hijau, ketika kesadaran merek sering dipahami sebatas pengenalan dan ingatan, sementara verifikasi pengguna terhadap klaim hijau melalui pengalaman layanan belum banyak dijelaskan. Dengan desain kualitatif interpretif, data dikumpulkan melalui wawancara semi-terstruktur terhadap sembilan pengguna yang dipilih secara purposif berdasarkan pengalaman menggunakan layanan dan kemampuan mengingat setidaknya satu tanda komunikasi merek. Data dianalisis secara tematik melalui open coding, axial coding, konsolidasi tema, pemeriksaan kasus negatif, dan member checking ringan. Temuan menunjukkan bahwa kesadaran terbentuk melalui tiga lapisan yang saling terhubung, yaitu terlihat, terasa, dan tersedia. Tanda yang terlihat, seperti warna armada, logo, dan narasi hijau, membangun pengenalan dan ingatan. Bukti yang terasa, seperti kabin hening, perjalanan halus, kebersihan, dan perilaku pengemudi, membuat klaim hijau lebih kredibel. Ketersediaan layanan, termasuk waktu tunggu, kesiapan armada, kemudahan aplikasi, dan kelancaran pembayaran, menentukan apakah kesadaran berubah menjadi penggunaan aktual. Word-of-mouth dan percakapan digital turut memperkuat kesadaran melalui validasi sosial berbasis pengalaman. Studi ini menawarkan model kesadaran merek hijau berbasis layanan yang menghubungkan komunikasi simbolik, pengalaman pengguna, kesiapan operasional, dan penggunaan aktual. 
Co-Authors Aditya Eka Putra Amelia Kristofani Elke Alexandrina Kadek Indira Savitiri Leliyana Andriyani Nadia Gita Aresti