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All Journal Golden Ratio of Marketing and Applied Psychology of Business Optimal: Jurnal Ekonomi dan Manajemen
Tyo Ara Prasetya
Universitas Muhammadiyah Karanganyar
Economics, Econometrics & Finance

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The Role of Online Customer Trust in Linking Content Marketing and Price Promotions to Online Purchase Intention among Shopee Consumers in Solo Raya Tyo Ara Prasetya; Imfrianti Aughtiah
Golden Ratio of Marketing and Applied Psychology of Business Vol. 7 No. 1 (2027): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v7i1.2529

Abstract

The rapid growth of e-commerce has intensified competition among digital marketplaces, prompting companies to develop effective marketing strategies to influence consumers’ online purchase intentions. This study aims to examine the effects of content marketing and price promotions on online purchase intention, with online customer trust serving as a mediating variable among Shopee consumers in the Solo Raya region. A quantitative research approach was employed through a survey of 200 Shopee users selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings indicate that price promotions have a significant effect on online purchase intention, whereas content marketing has no significant direct effect. However, both content marketing and price promotions significantly enhance online customer trust, which, in turn, has a positive effect on online purchase intention. Furthermore, online customer trust significantly mediates the relationships between content marketing and online purchase intention, as well as between price promotions and online purchase intention. These findings extend the Stimulus–Organism–Response (S-O-R) theory by demonstrating that consumer trust functions as a key psychological mechanism through which marketing stimuli influence behavioral responses. The study provides practical implications for e-commerce platforms by highlighting the importance of integrating high-quality digital content and attractive promotional strategies with trust-building initiatives to strengthen consumers’ purchase intentions.
Peran Mediasi Kepuasan Kerja dan Presenteeism terhadap Hubungan Antara Stres Kerja dan Intensi Turnover pada Generasi Z di Kabupaten Karanganyar Abdul Rosyid Daruqutni; Tyo Ara Prasetya; Najmudin Fa`iz Alghifari; Hisbullah Amir Ramadhan
OPTIMAL Jurnal Ekonomi dan Manajemen Vol. 6 No. 2 (2026): Juni: OPTIMAL: Jurnal Ekonomi dan Manajemen
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/optimal.v6i2.10144

Abstract

The issue of turnover among Generation Z has become a particular concern in the world of work, especially in relation to the grand goal of the Golden Generation 2045. This study aims to examine the role of job satisfaction and presenteeism in the relationship between work stress and turnover intention among Generation Z in Karanganyar Regency. Using a quantitative approach and Structural Equation Modeling (SEM) analysis techniques based on SmartPLS, involving 87 Generation Z respondents working in several sectors. The results show that work stress has a significant effect on turnover intention through presenteeism and does not directly affect turnover intention. Meanwhile, job satisfaction can act as a retention factor to reduce turnover intention. These findings support Herzberg's two-factor theory and enrich the literature on Generation Z's work behavior, providing practical implications for human resource management in designing strategies to retain young employees. This study also highlights the importance of creating a work environment that supports mental health and work-life balance to reduce the risk of presenteeism and turnover.
Co-Authors Abdul Rosyid Daruqutni Hisbullah Amir Ramadhan Imfrianti Aughtiah Najmudin Fa`iz Alghifari