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All Journal Jurnal Bisnis dan Manajemen JAM : Jurnal Aplikasi Manajemen Indonesian Journal of Business and Entrepreneurship (IJBE) Jurnal Ekonomi dan Bisnis JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Entrepreneur dan Entrepreneurship (JEE) Jurnal Pengabdian Masyarakat IPTEKS Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Telaah Bisnis JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal Of Human And Education (JAHE) Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Abdimas Sosek (Jurnal Pengabdian dan Pembardayaan Masyarakat)
Dewi Mustikasari Immanuel
Universitas Ciputra Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Hooked in Seconds: How Content Quality and Engagement Trigger Gen Z’s Impulse Buying Online Chelsea Patricia Suryanto; Dewi Mustikasari Immanuel
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 2 (2026): April 2026
Publisher : Sekretariat Pusat Lembaga Komunitas Informasi Teknologi Aceh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i2.6466

Abstract

This study discusses how the experience of watching short video content influences the dimensions of digital content experience, namely entertainment, education, escapism, and esthetic on pleasure that will impact online impulsive buying behavior among Generation Z consumers. With the continued growth of the short video business, it is crucial to understand how visual, educational, and entertaining content affects consumer emotions. This study uses a quantitative research design with a structured online survey that was distributed to 389 Generation Z respondents aged 18–28 years. The measurements consisted of six constructs: Entertainment Experience, Educational Experience, Escape Experience, Esthetic Experience, Pleasure, and Online Impulsive Buying, which were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all dimensions of digital content experience significantly increase pleasure, with Esthetic Experience having the strongest effect, followed by Educational, Entertainment, and Escape Experiences. Satisfaction, in general, acts as a strong mediator in linking the experience of enjoying content with online impulsive buying behavior. Furthermore, pleasure has a strong and significant effect on online impulsive buying behavior, indicating a central role in translating content experience into purchasing. These findings suggest that Generation Z's impulsive buying is primarily driven by emotional responses formed through visually attractive, informative, and entertaining content generated by short video content that is visually and educationally appealing.  
Knowledge About AI and Online Purchase Intention Among Gen Z: a Multi-Group Gender Analysis Dewi Mustikasari Immanuel; Yuli Kartika Dewi; Aria Ganna Henryanto; Clivyne Eugenia Charles
Indonesian Journal of Business and Entrepreneurship Vol. 12 No. 2 (2026): IJBE, Vol. 12 No. 2, May 2026
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.12.2.254

Abstract

Background: The rapid integration of artificial intelligence (AI) into e-commerce has transformed how consumers interact with online shopping platforms, particularly among Generation Z, who exhibit high digital literacy and strong acceptance of emerging technologies. Despite the growing adoption of AI-driven features, empirical findings regarding how AI knowledge influences purchase intention remain inconclusive, especially when perceptual factors and gender differences are considered.Purpose: This study aims to examine the effect of knowledge about artificial intelligence on Generation Z’s online purchase intention, with perceived usefulness and perceived ease of use of AI as mediating variables, and to investigate the moderating role of gender in these relationships.Design/methodology/approach: A quantitative, cross-sectional research design was employed, employing purposive sampling. Data were collected from 200 Generation Z consumers in Indonesia through an online questionnaire. The measurement items were assessed using a five-point Likert scale. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM), including mediation testing and multi-group analysis to evaluate gender moderation.Findings/Results: The results indicate that knowledge of AI significantly influences perceived usefulness and perceived ease of use. Both perceived usefulness and perceived ease of use have positive and significant effects on purchase intention and function as mediators in the relationship between AI knowledge and purchase intention. However, the multi-group analysis reveals that gender differences were not significant in this study.Conclusion: The findings suggest that AI knowledge influences purchase intention both directly and indirectly through perceived usefulness and perceived ease of use. Strengthening AI literacy and designing user-friendly, value-oriented AI features are therefore essential to enhance Generation Z’s purchase intention in online shopping environments.Originality/value (State of the art): This study extends the Technology Acceptance Model (TAM) by positioning AI knowledge as a cognitive antecedent of purchase intention through perceptual mediators, while simultaneously testing gender dynamics using multi-group analysis. The research provides novel insights into AI-driven consumer behavior among Generation Z in an emerging market context. Keywords:   artificial intelligence, knowledge about ai, perceived usefulness, perceived ease of use, purchase intention
PENGARUH INTERACTIVITY, INFORMATIVENESS, ENTERTAINMENT, DAN PERCEIVED RELEVANCE, TERHADAP PURCHASE DECISION Christian Aryasatya; Dewi Immanuel
Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Vol. 10 No. 2 (2025): Performa
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/performa.v10i2.3846

Abstract

This study aims to determine Interactivity, Informativeness, Entertainment and Perceived Relevance to Purchase Intention cafe De-background by using SPSS Multiple Linear Regression analysis. The population in this study are people throughout Indonesia who have seen cafes via Instagram. Sampling was carried out by purposive sampling with a minimum age of 18 years with a total of 230 respondents. The results of this study indicate that Interactivity and Perceived Relevance have a significant effect on Purchase Decision. Informativeness and Entertainment have no significant effect on Purcase Decision..
Digital Marketing Strategy and Its Influence on Consumer Purchasing Decisions at Kopi Kenangan Surabaya: The Mediating Role of Brand Awareness Fidel Jonathan Kontarya; Daniel Joel Immanuel Kairupan; Dewi Mustikasari Immanuel
Telaah Bisnis Vol. 26 No. 2 (2025): December 2025
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/tb.v26i2.650

Abstract

Advances in digital technology have driven significant changes in the way consumers access information and make purchasing decisions. This study aims to examine the influence of digital marketing in purchasing decisions, considering brand awareness as a mediating variable. The research approach used was quantitative with a descriptive associative method. Primary data was collected through questionnaires administered to 110 respondents who met the criteria used in this study was Partial Least Square Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 4 software. The results of the analysis indicate that digital marketing has a positive and significant influence on brand awareness and purchasing decisions. Furthermore, brand awareness was also shown to have a significant influence on purchasing decisions and can act as a mediating variable, bridging the relationship between digital marketing and purchasing decisions. These findings indicate that appropriately implemented digital marketing strategies can increase consumer awareness of a brand, ultimately impacting consumer purchasing decisions.
HOW AI-ANALYTICS DRIVEN MARKETING BOOSTS ART-BASED CONTENT CREATORS' PERFORMANCE Phelia Livia; Dewi Mustikasari Immanuel
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 10 No 2 (2026): Edisi Mei - Agustus 2026
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v10i2.7569

Abstract

The rapid growth of TikTok and Instagram as primary platforms for art marketing requires art-based content creators to adopt more data-driven and systematic marketing decision-making processes. However, limited resources, time constraints, and constantly evolving platform algorithms often reduce the effectiveness of intuition-based strategies. This study aims to examine the effects of AI-Analytics Adoption, Content Personalization, and Engagement Optimization on the Marketing Performance of art-based content creators. A quantitative cross-sectional research design was applied using a survey method involving 127 Indonesian art-based content creators who have utilized AI-based analytics tools. Data were analyzed using simple and multiple linear regression with JASP software. The findings reveal that all variables have a positive and significant effect on Marketing Performance. In the simultaneous model, AI-Analytics Adoption emerges as the strongest predictor, followed by Content Personalization and Engagement Optimization. Nevertheless, Content Personalization remains highly influential in enhancing engagement, reach, and commission conversion. These results highlight the importance of AI-driven analytics in supporting data-based marketing decisions for creators with limited resources. This study contributes to the literature by extending AI-based marketing strategies into the context of individual creators within the creative economy.
Pengaruh Motivasi, Komunikasi dan Stres Kerja terhadap Kepuasan Kerja Karyawan Outsource Universitas Ciputra Fery Susanto; Dewi Mustikasari Immanuel
JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Vol. 12 No. 3 (2026): Juni 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/jemsi.v12i3.6306

Abstract

Job satisfaction is an important element in determining organizational success, including for outsourced employees who face different working conditions compared to permanent employees, such as job status security, employment stability, and career development opportunities. This study aims to examine the effect of work motivation, communication, and work stress on the job satisfaction of outsourced employees at Universitas Ciputra. The research employs a quantitative approach with a sample of 95 outsourced employees. Data were collected through questionnaires and analyzed using t-tests, F-tests, and the coefficient of determination with the assistance of SPSS software. The results indicate that work motivation, communication, and work stress have a positive and significant effect on job satisfaction, both partially and simultaneously. These findings emphasize that increasing motivation through fair compensation systems and career development opportunities, implementing effective and open communication between supervisors and employees, and managing work stress properly can enhance the job satisfaction of outsourced employees. This study provides practical implications for management in designing more inclusive and sustainable human resource management policies and strategies.
Co-Authors abellia, syafira Agatha Belinda Amelia Valentina Hartono Aria Ganna Henryanto Auditia Setiobudi Audrina, Sheila Okthalia Azizurrohman, Muhammad Beatrice Michelle Vallerie Carrissa Belluci Charles, Clivyne Eugenia Chelsea Patricia Suryanto Christian Aryasatya Christina Sudyasjayanti Christopher Santoso Clivyne Eugenia Charles Daniel Joel Immanuel Kairupan Eric Agung Wijoyo Fery Susanto Fidel Jonathan Kontarya I Gusti Bagus Yosia Wiryakusuma Ichwandi, Valencia Novita Indrawan Wijaya, Hartono Irantha Hendrika Kenang Kasuma, Putri Ayu Krismi Budi Sienatra Liliana Dewi Mariana Merlin Meilina Boediono Metta Padmalia Mustikarini, Carolina Novi Peter, Yosef Phelia Livia Risky Yoanina Stefany Romauli Nainggolan S., Alexandria Bianda H. Sherin Brigitta Yuwono Sonata Christian Sutanto, Verrell Thereza May Thomas Stefanus Kaihatu Toreh, Fabio Ricardo Vidya Pitaloka Williams Louis Aditya Yoseva Maria Pujirahayu Sumaji Yuli Kartika Dewi