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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Accounting Profession Journal (APAJI) Journal Online Manajemen ELPEI (JOMEL)
Monalisa
Sekolah Tinggi Ilmu Ekonomi Ciputra Makassar
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Alasan Positif Dan Negatif Terhadap Sikap Dan Niat Pembelian Konsumen Gen Z Dalam Belanja Online: Studi Komparatif Produk Search Goods Dan Experience Goods lily Wijaya; Nathania Trinita Shallomita Pandey; Keisya Engguenia Kawuwung; Charlesyn; Mahdiyah Malak; Angeline Virginia Gonardo; Monalisa
Jurnal Online Manajemen ELPEI Vol 6 No 1 (2026)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v6i1.488

Abstract

This study aims to analyze the influence of positive reasons (reasons for) and negative reasons (reasons against) on attitudes and purchase intentions among Generation Z online shoppers using the Behavioural Reasoning Theory (BRT) framework. The study also compares how these reasons operate across different product categories, namely search goods and experience goods. Data were collected through a survey of 200 Gen Z respondents who actively engage in online shopping. The data were analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results indicate that positive reasons have a positive and significant effect on attitude, with a path coefficient of 0.607, making it the strongest determinant of consumer attitude. Negative reasons also significantly influence attitude, although with a much weaker effect (β = 0.090). Furthermore, attitude significantly and strongly affects purchase intention, with a path coefficient of 0.709. The R-square results show that 43.1% of the variance in attitude is explained by positive and negative reasons, while 50.3% of the variance in purchase intention is explained by attitude. These findings support BRT’s central proposition that reasons serve as rational explanations that shape attitudes before influencing behavioral intentions. Comparative analysis between search goods and experience goods further suggests that positive reasons remain the dominant factor across both product types. Overall, this research confirms that Behavioural Reasoning Theory is an appropriate framework to understand Gen Z’s decision-making processes in online shopping and provides practical implications for e-commerce businesses to strengthen reasons for in digital marketing strategies.
Analisis Pengaruh Digital Marketing dan Citra Merek terhadap Minat Beli pada Toko Kecantikan Sociolla Priscilla Heline Suciadi; Jesslyn Angelika Lionard; Monalisa
Jurnal Online Manajemen ELPEI Vol 6 No 1 (2026)
Publisher : STIM-LPI Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58191/jomel.v6i1.493

Abstract

This study explores the comparative influence of digital marketing and brand image on purchase intention within Indonesia’s beauty e-commerce sector, taking Sociolla as the empirical setting. The research is motivated by growing uncertainty surrounding the behavioural effectiveness of digital marketing among digital-native consumers who increasingly experience advertising fatigue. A quantitative correlational approach was employed, and the data were analysed using a series of statistical procedures, including normality assessment, correlation testing and multiple regression, to evaluate the extent to which each predictor contributes to purchase intention. The findings reveal a clear imbalance in influence. Digital marketing does not demonstrate a significant effect on purchase intention, suggesting that promotional visibility alone is no longer sufficient to encourage behavioural responses. By contrast, brand image shows a strong and meaningful positive influence, highlighting the importance of credibility, authenticity and perceived product safety in shaping cosmetic purchasing decisions. The overall model displays a high explanatory ability, reinforcing the central role of brand-related trust cues in guiding consumer behaviour within high-risk product categories. The study contributes to existing theoretical perspectives by strengthening empirical support for the asymmetric influence model and extending signalling and trust–risk approaches to the context of Indonesian beauty e-commerce. In practical terms, the findings suggest that platforms should give greater emphasis to credibility-building strategies, including authenticity verification and transparent product information, rather than relying heavily on promotional volume. The study concludes that brand image is the dominant factor shaping purchase intention in online beauty product purchases.
TRANSFORMATION OF BUMDES HUMAN RESOURCES: FROM LOCAL MANAGERS TO RURAL ENTREPRENEURS IN THE AGE OF DISRUPTION Jumardi; Jason Agustinus Priyogo Utomo; Efan James William Chendry; Monalisa; Afrizal Firman
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18569

Abstract

A Village-Owned Enterprises (BUMDes) play a strategic role in rural economic development by managing local resources. However, the ongoing digital disruption, characterized by technological shifts, market volatility, and intensified competition, demands a fundamental transformation of the human capital within BUMDes. This study aims to analyze the capacity of BUMDes human resources in facing disruptive challenges, identify key enabling and inhibiting factors in their transformation from local managers to rural entrepreneurs, and formulate relevant and sustainable strategies for their development. Employing a quantitative approach, data were collected through structured questionnaires distributed to 40 BUMDes administrators across multiple regions. The analysis utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the interrelationship between variables. The results revealed that digital skills significantly influence the readiness for role transformation, while managerial knowledge and innovation motivation did not show statistically significant effects. The study contributes theoretically by expanding the human capital framework in the context of rural development and offers practical insights for policy design related to structured digital training and mentoring programs. It alsoadvocates for a collaborative ecosystem involving local governments and development actors to support inclusive and sustainable rural entrepreneurship in the face of ongoing disruptions.
From Scrolls to Carts: An EIIC Model Grounded in Uses and Gratifications on TikTok Social Commerce Gracela Marisa Sanapang; Monalisa
Accounting Profession Journal (APAJI) Vol. 8 No. 2 (2026): Accounting Profession Journal (APAJI)
Publisher : Program Studi Akuntansi Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia Paulus

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Abstract

Penelitian ini mengembangkan model EIIC perilaku pembelian social commerce TikTok dengan mengintegrasikan hiburan, kualitas informasi, interaksi sosial, dan kemudahan dalam kerangka Teori Uses and Gratifications. Data survei dari 161 pengguna TikTok Indonesia berusia 18–34 tahun dianalisis menggunakan PLS-SEM. Keempat gratifikasi tersebut berpengaruh positif dan signifikan terhadap minat beli, secara bersama-sama menjelaskan 69,8% variansnya; kemudahan menunjukkan pengaruh terkuat, diikuti hiburan, interaksi sosial, dan kualitas informasi. Temuan ini menjelaskan bagaimana gratifikasi hedonis dan utilitarian mentransformasi aktivitas menggulir video pendek menjadi minat beli serta memandu strategi TikTok Shop yang berbasis data.
Co-Authors Afrizal Firman Angeline Virginia Gonardo Charlesyn Efan James William Chendry Gracela Marisa Sanapang Jason Agustinus Priyogo Utomo Jesslyn Angelika Lionard Jumardi Keisya Engguenia Kawuwung lily Wijaya Mahdiyah Malak Nathania Trinita Shallomita Pandey Priscilla Heline Suciadi