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All Journal Transparansi Jurnal Ilmiah Ilmu Administrasi SENTRI: Jurnal Riset Ilmiah Journal of Artificial Intelligence and Digital Business
Wisnu Budi Prasetyo
Universitas Esa Unggul
Aerospace Engineering Humanities Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Pengaruh Brand Anthropomorphism terhadap Brand Loyalty dengan Brand Love dan Customer Engagement pada Generasi Z Pengguna Tiktok Youlanda Melanie Putri; Wisnu Budi Prasetyo
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 2 (2026): Mei-Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i2.12699

Abstract

Meningkatnya persaingan antarplatform media sosial menuntut setiap penyedia layanan untuk membangun hubungan yang kuat dengan pengguna agar mampu mempertahankan loyalitas dalam jangka panjang. Salah satu strategi yang dinilai efektif adalah membentuk citra merek yang memiliki karakteristik layaknya manusia (brand anthropomorphism), sehingga mampu menciptakan kedekatan emosional dengan pengguna. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Anthropomorphism terhadap Brand Love, pengaruh Brand Love terhadap Brand Loyalty, serta menguji peran Customer Engagement sebagai variabel moderasi pada hubungan antara Brand Anthropomorphism dan Brand Love, serta hubungan antara Brand Love dan Brand Loyalty pada Generasi Z pengguna TikTok di Kabupaten Tangerang. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 150 responden yang dipilih melalui teknik purposive sampling. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Likert, kemudian dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Brand Anthropomorphism berpengaruh positif dan signifikan terhadap Brand Love, sedangkan Brand Love juga berpengaruh positif dan signifikan terhadap Brand Loyalty. Selain itu, Customer Engagement terbukti mampu memperkuat hubungan antara Brand Anthropomorphism dan Brand Love. Namun demikian, Customer Engagement tidak mampu memoderasi hubungan antara Brand Love dan Brand Loyalty. Temuan ini mengindikasikan bahwa karakteristik merek yang lebih manusiawi mampu meningkatkan keterikatan emosional pengguna, yang pada akhirnya mendorong loyalitas terhadap platform. Penelitian ini memberikan implikasi praktis bagi pengelola media sosial, khususnya TikTok, untuk mengembangkan strategi pemasaran yang berorientasi pada pembentukan hubungan emosional dan peningkatan keterlibatan pengguna sebagai upaya memperkuat loyalitas pengguna di tengah persaingan platform digital yang semakin ketat.
Pengaruh Influencer Marketing dan Social Media Marketing Terhadap Purchase Intention di Media Sosial dengan Fomo sebagai Moderasi Talita Zahra Yudhistira; Wisnu Budi Prasetyo
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 9 (2026): SENTRI : Jurnal Riset Ilmiah, September 2026
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i9.7243

Abstract

Purchase intention is an important aspect for companies because it reflects consumers' tendency to make purchases, which can influence the success of a product's marketing. The object of this study is Emina cosmetic products marketed through the TikTok platform. This study aims to analyze the influence of influencer marketing and social media marketing on purchase intention, as well as to examine the role of Fear of missing out (FoMO) as a moderating variable. This study used a quantitative approach involving 192 female respondents aged 15-25 years in the Greater Jakarta area who use Emina products and the TikTok application. The sampling technique used was purposive sampling. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results showed that influencer marketing and social media marketing had a positive and significant effect on purchase intention, with influencer marketing having a stronger influence. Furthermore, FoMO was not proven to moderate the influence of influencer marketing on purchase intention, but was proven to strengthen the influence of social media marketing on purchase intention. These findings indicate that the effectiveness of digital marketing strategies in increasing purchase intention is influenced by the characteristics of the strategy used and the role of FoMO as a consumer psychological factor. This research is expected to contribute to the development of digital marketing strategies, particularly in utilizing influencers and social media more effectively.
Self-Enhancement, Conservation Values, and Personal Taxation Culture: How Education Level Moderates Their Relationship Menik Indrati; Wisnu Budi Prasetyo; Eny Purwaningsih; Safiani Faaroek
Transparansi : Jurnal Ilmiah Ilmu Administrasi Vol. 8 No. 1: Juni 2025
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/transparansi.v8i1.4832

Abstract

This research investigates the influence of Self-Enhancement and Conservation on personal tax culture, by considering education level as a moderating factor. Involving employees at the Ministry of Law and Human Rights in West Java as research subjects, this research aims to understand how the encouragement to increase a positive view of oneself Self-Enhancement and conservation values (Conservation) contributes to the formation of attitudes and behaviour regarding tax obligations. The respondents in this research were 230 employees at the Ministry of Law and Human Rights in West Java. Data analysis uses Moderated Regression Analysis (MRA). The research results show that Self-Enhancement and Conservation have a positive influence on personal tax culture. Furthermore, education level was identified as a significant moderator, able to strengthen the relationship between these factors and personal tax culture. Managerial implications involve developing strategies that combine Self-Enhancement and Conservation in training and tax policy, with tailored adjustments to individual financial conditions, to build a sustainable tax culture in the organization.
Co-Authors Menik Indrati Purwaningsih, Eny Safiani Faaroek Talita Zahra Yudhistira Youlanda Melanie Putri