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All Journal PROSIDING SEMINAR NASIONAL CENDEKIAWAN Al-Muzara'ah Perspektif Ilmu Pendidikan Jurnal Berdaya Mandiri Infotech: Journal of Technology Information Dynamic Management Journal ProBisnis : Jurnal Manajemen Journal of Social And Economics Research Jurnal AKAL: Abdimas dan Kearifan Lokal Jurnal Akuntansi Trisakti Jurnal Nusantara Mengabdi Dirkantara Indonesia journal of social and economic research
Yuana Jatu Nilawati
Universitas Trisakti
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Journal : Dynamic Management Journal

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THE EFFECT OF PAID ADS ON SKINCARE SALES ON FACEBOOK MARKETPLACE Pakpahan, Arnolt Kristian; Chandra, Kristian; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 8, No 4 (2024): October
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v8i4.12586

Abstract

Globalization is an event that thins the borders between countries and involves trade, tourism, culture, knowledge, and global relations. This study uses a descriptive qualitative approach, case study, and naturalistic approach, which require humans as research subjects. Facebook failed to attract skincare customers. The results of the interview with users of the skincare product show that they use ordinary unframed photos, which makes the photos look simple and not very appealing. Furthermore, the strategy for writing the posts only uses calls to action (CTAs) without additional elements like location or links that could attract customers. The novelty in this study combines the S-O-R theory with the depth interview technique in exploring the use of social media. The implications of this study are expected to provide marketing managers with a deeper understanding of the influence of paid advertising on product sales.
THE INFLUENCE OF SOCIAL MEDIA ON CUSTOMER PURCHASE INTENTIONS FOR GREEN FAST FASHION PRODUCTS Pakpahan, Arnolt Kristian; Chandra, Kristian; Magetsari, Ovy Noviati Nuraini; Nilawati, Yuana Jatu
Dynamic Management Journal Vol 9, No 2 (2025): April
Publisher : Universitas Muhammadiyah Tangerang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31000/dmj.v9i2.13680

Abstract

This study aims to analyze the influence of social media marketing, green product knowledge, and attitudes towards green products on interest and purchase decisions of eco-friendly products among millennials. This study is important because there is still a limited understanding of the factors that drive the adoption of green products, especially in the fashion industry which is facing sustainability trends. The research uses an associative qualitative approach by analyzing consumer perceptions through in-depth interviews and literature studies. The results of the study showed that: (1) exposure to information on social media, (2) understanding of the characteristics of green products, and (3) pro-environmental attitudes collectively influenced buying interest. These findings make a theoretical contribution by expanding the Theory of Planned Behavior (TPB) model in the context of green fashion, as well as practical contributions to: (a) marketers—in designing educational digital campaigns, and (b) governments—as the basis for sustainable consumer education policies. The implication is that fashion businesses need to present green product information in a transparent and easily accessible manner to increase consumer appeal.
Co-Authors Ali Gesang Widodo Budi Ali, Jati Kasuma Anita Roosmalina Matusin Arnolt Kristian Pakpahan, Arnolt Kristian Asep Hermawan Ayu Ekasari Budi, Ali Gesang Widodo Darmawati, Deni Elis Purwanti Entaresmen, R Ajeng Fithri Alvionita Nuryaman Harahap, Cicely Delfina Hasnawati Ika Wahyuni Kasuma Ali, Jati Kristian Chandra Magetsari, Ovy Noviati Nuraini Mayangsari Mayangsari Mayangsari, Mayangsari Muhammad Iqbal Bahrin MURTANTO MURTANTO Murtanto Murtanto Nisrina Dwi Setyoastuti Nuryaman, Fithri Alvionita Osni Erza, Osni Purwanti, Elis Santosa, Wahyuningsih Setyoastuti, Nisrina Dwi Sirait, Koramen H Victor Siagian Wahyuni, Lidia