Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal Journal of Economic Education and Entrepreneurship Studies Indonesian Journal of Business and Entrepreneurship Research
Agus Sriyanto
Universitas Budi Luhur Jakarta, Indonesia
Economics, Econometrics & Finance Social Sciences Other

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Property Purchase Interest Model of Millennials and Gen Z: The Role of TikTok Social Media Marketing, Electronic Word of Mouth, and Trust through Customer Engagement Agus Sriyanto; Nora Andira Brabo; Sukma Alam
Journal of Economic Education and Entrepreneurship Studies Vol. 7 No. 5 (2026)
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v7i5.560

Abstract

Property decisions involve substantial financial and informational considerations, making the relationship between digital marketing and purchase intention more complex than exposure to promotional content alone. This study examined associations of TikTok Social Media Marketing, Electronic Word of Mouth (E-WOM), and Trust with Property Purchase Intention among Millennials and Generation Z, including indirect relationships through Customer Engagement. A quantitative cross-sectional survey produced 250 usable responses from eligible TikTok users in Greater Jakarta. The 57-indicator model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. All seven direct paths were positive and statistically significant, including TikTok marketing to engagement (β = 0.400), engagement to purchase intention (β = 0.337), and trust to purchase intention (β = 0.266). The model accounted for 44.8% of variation in Customer Engagement and 55.6% in Property Purchase Intention. Three indirect paths through engagement were positive and significant for TikTok marketing (β = 0.135), E-WOM (β = 0.069), and Trust (β = 0.087). These patterns were consistent with partial statistical mediation, although the study's cross-sectional design does not establish causal mechanisms. The results suggest that informative TikTok communication, peer-generated information, and trust should be considered jointly with engagement when examining digital property purchase intention
Key Opinion Leaders and Electronic Word of Mouth in Fashion Marketplace Purchasing Decisions: The Mediating Role of Customer Engagement Agus Sriyanto; Nora Andira Brabo; Arif Nur Hidayat
Indonesian Journal of Business and Entrepreneurship Research Vol. 4 No. 4 (2026): November 2026: Indonesian Journal of Business and Entrepreneurship Research
Publisher : Department of Business and Entrepreneurship, Faculty of Economics and Business, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/ijober.v4i4.641

Abstract

This study examines the associations between Key Opinion Leaders (KOLs), electronic word of mouth (e-WOM), and purchasing decisions among fashion marketplace consumers, with customer engagement as a proposed mediator. A quantitative explanatory survey of 97 purposively selected consumers in South Tangerang City, Indonesia, was analyzed using partial least squares structural equation modeling (PLS-SEM). The estimated paths to customer engagement were positive for KOLs (β = 0.222) and e-WOM (β = 0.702), while the coefficient from customer engagement to purchasing decisions was 0.811. The model accounted for 79.7% of the variance in customer engagement and 88.6% in purchasing decisions within the sample. The estimated indirect coefficient was 0.180 for KOLs and 0.569 for e-WOM. Although the e-WOM coefficient was numerically larger, the available results do not establish that the two indirect associations differ statistically. This comparison should therefore be interpreted descriptively, particularly because discriminant validity between customer engagement and purchasing decisions was not fully established. However, discriminant validity between customer engagement and purchasing decisions was not fully established, and the reported test statistics for the small direct coefficients require cautious interpretation. The findings identify engagement as a potentially relevant link between digital communication and fashion marketplace purchasing decisions, without establishing a causal mediation process.
Co-Authors Arif Nur Hidayat Nora Andira Brabo Nora Andira Brabo Sukma Alam