Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC)
Ummu Salmah Tanjung
Magister Program in Management Science, Faculty of Economics and Business, Universitas Sumatera Utara, Indonesia
Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
HOW SHORT-FORM VIDEO MARKETING AND SOCIAL COMMERCE AFFECT GEN Z PURCHASE INTENTION AND LOYALTY Ummu Salmah Tanjung; Fadli; Muhammad Dharma Tuah Putra Nasution
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.861

Abstract

This study examines the influence of short-form video marketing and social commerce on Generation Z purchase intention and brand loyalty in the Indonesian social commerce context, with purchase intention as a mediating variable. The study is motivated by the rapid growth of social commerce in Indonesia, particularly through platforms like TikTok Shop, and the limited research integrating short-form video marketing and social commerce into a comprehensive framework for Generation Z consumers. The sample consists of three hundred Generation Z respondents aged eighteen to thirty years who actively use social media platforms and have experience purchasing products through social commerce features. Structural Equation Modeling with Partial Least Squares approach was employed to test the proposed hypotheses. The results indicate that short-form video marketing has a positive and significant effect on both purchase intention and brand loyalty. Similarly, social commerce has a positive and significant effect on both purchase intention and brand loyalty. Furthermore, purchase intention has a positive and significant effect on brand loyalty. The mediation analysis reveals that purchase intention significantly mediates the relationship between short-form video marketing and brand loyalty, as well as the relationship between social commerce and brand loyalty. These findings suggest that digital marketing strategies first shape consumers' buying intentions before ultimately fostering long-term loyalty, with purchase intention serving as an important bridge between digital engagement and sustainable consumer commitment. The study contributes to the literature on digital marketing and consumer behavior by extending the Stimulus-Organism-Response framework to the context of short-form video marketing and social commerce in emerging markets.
MICRO-SEGMENTATION AND CUSTOMER PERSONALIZATION IN THE AGE OF AI AND BIG DATA Ummu Salmah Tanjung; Shofy Mazaya Siregar; Beby Karina Fawzeea Sembiring
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 4 (2026): August
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i4.874

Abstract

This conceptual study examines the transformation of marketing strategies through micro-segmentation and customer personalization in the era of Artificial Intelligence and Big Data. The rapid development of AI and Big Data analytics has fundamentally transformed contemporary marketing practices, yet the integration of these technologies into comprehensive frameworks remains inadequately understood. Drawing upon Dynamic Capabilities Theory, Relationship Marketing Theory, AI-Driven Marketing Theory, and Big Data Analytics Capability Theory, this study synthesizes existing literature to develop a coherent conceptual framework using a systematic literature review approach. The results indicate that AI-powered micro-segmentation significantly enhances targeting accuracy, customer engagement, customer satisfaction, and marketing performance. Artificial Intelligence Capability and Big Data Analytics Capability positively influence Micro-Segmentation effectiveness, enabling organizations to identify customer patterns more accurately and create highly detailed customer segments. Micro-Segmentation positively influences Customer Personalization, allowing organizations to develop highly relevant and customized marketing strategies. Customer Personalization positively influences Marketing Performance and mediates the relationship between Micro-Segmentation and Marketing Performance, indicating that the effectiveness of micro-segmentation is realized primarily through personalized customer experiences. However, concerns regarding privacy, algorithmic bias, data governance, and ethical marketing practices remain critical challenges. The study contributes to the marketing literature by integrating AI-driven personalization and micro-segmentation into a comprehensive conceptual framework that can guide future empirical research and managerial decision-making.
Co-Authors Beby Karina Fawzeea Sembiring Fadli Muhammad Dharma Tuah Putra Nasution Shofy Mazaya Siregar