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All Journal Al-Kharaj: Journal of Islamic Economic and Business Jukerdi: Jurnal Kewirausahaan Cerdas Dan Digital Jurnal Ekonomi, Manajemen, dan Bisnis
Hendrar Prihadi
Universitas Muhammadiyah Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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From Fear to Sharing: How Digital Marketing Triggers FOMO and Customer Engagment to Drive E-WOM for Nike Shoes In Indonesia Riza Aqil Wafi; Firdaus Firdaus; Hendar Prihardi; Jumai Jumai
Jurnal Ekonomi, Manajemen, dan Bisnis Vol. 4 No. 3 (2026): Jurnal Ekonomi, Manajemen dan Bisnis
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Kalibra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70716/emis.v4i3.777

Abstract

The rapid growth of digital marketing has intensified psychological responses such as Fear of Missing Out (FOMO) and customer engagement, particularly among consumers who actively interact with brands through digital platforms. This phenomenon is increasingly relevant in Indonesia, where global footwear brands such as Nike extensively utilize digital marketing strategies. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study examines the influence of digital marketing on FOMO, customer engagement, and electronic word of mouth (e-WOM) among Nike consumers in Indonesia. A quantitative approach was employed through a survey involving 200 respondents who had purchased Nike products and were exposed to Nike digital marketing content. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results reveal that digital marketing has a positive and significant effect on FOMO, customer engagement, and e-WOM. Customer engagement also positively and significantly influences e-WOM and mediates the relationship between digital marketing and e-WOM. In contrast, FOMO does not significantly affect e-WOM and fails to mediate the relationship between digital marketing and e-WOM. These findings indicate that customer engagement plays a more important role than FOMO in encouraging consumers to share experiences and recommendations online. The study extends the application of the S-O-R framework by demonstrating that engagement represents a stronger mechanism than psychological urgency in generating e-WOM behavior for high-involvement products. The findings also provide practical implications for engagement-oriented digital marketing strategies.
From Content to Conversion: How Influencer Marketing and Social Media Content Drive Purchase Intention on TikTok Shop Through Brand Trust Nasissatul Aziza; Firdaus; Hendrar Prihadi; Jumai
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11939

Abstract

Purpose: This research seeks to investigate the effects of social media content and influencer marketing on consumers' purchase intention toward TikTok Shop, while also evaluating the mediating role of brand trust within the SOR theoretical framework. Methods: The study employed an associative-causal design and a quantitative methodology. Purposive sampling was used to identify 210 active TikTok Shop users in Indonesia who were at least 17 years old to participate in an online survey utilizing a Google Forms questionnaire. With the aid of SmartPLS 4.0, data analysis was carried out using SEM-PLS. Results: The findings indicated that every proposed hypothesis was empirically supported. Both social media content and influencer marketing exerted significant and positive effects on brand trust as well as purchase intention, with social media content emerging as the most influential determinant of brand trust (coefficient = 0.670). Furthermore, brand trust significantly mediated the relationships betweensocial media content, purchase intention, and influencer marketing. The proposed research model accounted for 69.7% of the variance in purchase intention and 68.5% of the variance in brand trust. Implications: In addition to practical implications for businesses to prioritize social media content quality, choose reliable influencers, and develop brand trust sustainably in order to increase consumer purchase intention in TikTok Shop, these findings offer theoretical contributions to the development of the SOR model in thecontext of social commerce. Future research is recommended to test specific product categories and use a longitudinal design.
Servant Leadership and Ethical Climate in Enhancing Employee Ethical Behavior through Moral Identity in Service Organizations R Agrosamdhyo; Muhamad Nasrip; Hendrar Prihadi; Adi Lukman Hakim
Jurnal Kewirausahaan Cerdas dan Digital Vol. 3 No. 3 (2026): Juni: Jurnal Kewirausahaan Cerdas dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jukerdi.v3i3.1621

Abstract

Perilaku etis karyawan sangat penting untuk menjaga kepercayaan, kualitas layanan, dan keberlanjutan organisasi, khususnya di organisasi jasa di mana karyawan berinteraksi erat dengan pelanggan dan pemangku kepentingan. Studi ini meneliti pengaruh kepemimpinan yang melayani dan iklim etis terhadap perilaku etis karyawan melalui peran mediasi identitas moral. Desain penelitian kuantitatif eksploratif digunakan yang melibatkan 250 karyawan dari berbagai organisasi jasa yang dipilih menggunakan pengambilan sampel bertujuan. Data dikumpulkan melalui kuesioner skala Likert lima poin dan dianalisis menggunakan Pemodelan Persamaan Struktural Kuadrat Terkecil Parsial (PLS-SEM). Hasil menunjukkan bahwa kepemimpinan yang melayani dan iklim etis secara signifikan dan positif memengaruhi identitas moral dan perilaku etis karyawan. Identitas moral juga memiliki pengaruh positif yang signifikan terhadap perilaku etis karyawan dan muncul sebagai prediktor terkuat dalam model struktural. Lebih lanjut, identitas moral sebagian memediasi pengaruh kepemimpinan yang melayani dan iklim etis terhadap perilaku etis karyawan. Temuan ini menunjukkan bahwa perilaku etis dibentuk oleh interaksi antara praktik kepemimpinan, lingkungan etis organisasi, dan nilai-nilai moral yang diinternalisasi karyawan. Oleh karena itu, organisasi jasa harus memperkuat kepemimpinan yang berorientasi pada pelayanan, mempertahankan standar etis yang konsisten, dan mendorong pengembangan moral karyawan untuk menumbuhkan perilaku etis yang berkelanjutan.
Co-Authors Adi Lukman Hakim Firdaus Firdaus Jumai Jumai Jumai Muhamad Nasrip Nasissatul Aziza R Agrosamdhyo Riza Aqil Wafi