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All Journal Journal of Economic, Bussines and Accounting (COSTING) JIMEK : Jurnal Ilmiah Mahasiswa Ekonomi JURNAL LENTERA BISNIS International Journal of Economics Development Research (IJEDR) JIBM Community Development Journal: Jurnal Pengabdian Masyarakat STUDI PELAKSANAAN SELFMEDICATION PADA PENDERITA DIARE BERDASARKAN TINGKAT PENGETAHUAN MASYARAKAT PESISIR KECAMATAN SOROPIA KABUPATEN KONAWE Jurnal Pengabdian Masyarakat Inovasi Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) IJMA
Anggoro, Muhammad Agung
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Public Health Social Sciences Other

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PENGARUH STRATEGI VISUAL CONTENT, PERSONAL BRANDING INFLUENCER, DAN ENGAGEMENT RATE PADA KETERTARIKAN KONSUMEN GENZ DI PLATFORM E-COMMERCE Tantowi, Erika Valentina; Anggoro, Muhammad Agung; Munawarah, Munawarah
Journal of Economic, Bussines and Accounting (COSTING) Vol. 9 No. 1 (2026): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/vrj9rd06

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Strategi Visual Content, Personal Branding Influencer, dan Engagement Rate terhadap Ketertarikan Konsumen Generasi Z di platform e-commerce. Penelitian ini menggunakan metode kuantitatif dengan teknik pengumpulan data melalui kuesioner yang disebarkan kepada 96 responden Generasi Z. Analisis data dilakukan menggunakan Statistical Package for the Social Sciences (SPSS), dapat disimpulkan bahwa kualitas visual konten dan tingkat interaksi memiliki peran yang lebih dominan dalam memengaruhi ketertarikan konsumen Gen Z dibandingkan citra personal influencer. Temuan menegaskan pentingnya kualitas visual dan interaksi dalam strategi pemasaran digital bagi Gen Z, serta merekomendasikan fokus praktis pada optimasi konten visual dan peningkatan engagement untuk meningkatkan ketertarikan produk. Penelitian ini memberikan implikasi bagi manajer pemasaran e-commerce untuk mengalokasikan sumber daya pada pengembangan konten visual dan strategi meningkatkan interaksi pengguna. Keterbatasan penelitian meliputi sampel yang terbatas pada responden tertentu sehingga disarankan penelitian lanjutan memperluas cakupan demografis dan menggunakan metode campuran untuk validitas.
ANALISIS FAKTOR FAKTOR PENINGKATAN MINAT BELI KONSUMEN DALAM BELANJA DIGITAL Sriwahyuni, Desi; Anggoro, Muhammad Agung; Nadeak, Bintang Ramotan; Barus, Chintia N. R.; Munawarrah, Munawarrah
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2277

Abstract

Rapid advances in digital technology have driven changes in consumer purchasing behavior, particularly through e-commerce platforms. In an increasingly competitive environment, companies are required to understand the factors that influence consumer purchase intent. This study aims to analyze the influence of influencer marketing, price perception, and consumer reviews on purchase intent. The findings indicate that trust in influencers, perceived price fairness, and reviews from other consumers are key considerations in determining purchasing decisions. This study employs a quantitative approach with a population consisting of all e-commerce users, the exact number of whom is unknown. Sampling was conducted using purposive sampling. The data analysis method used is multiple linear regression analysis. The results show that influencer marketing has a positive and significant effect on purchase intention. Price perception also has a positive and significant effect on consumer purchase intention. Additionally, consumer reviews were found to have a positive and significant effect on purchase intention. Simultaneously, influencer marketing, price perception, and consumer reviews have a significant effect on purchase intention.
Co-Authors Aldo, Roderick Andreyani, Graciela Andronicus, Melkyory Angeline angeline Ardiles, Zikho Barus, Chintia N. R. Carolyn, Carolyn Chaisar, Winnie Christin Agustina Purba Erey, Jennifer Usman Ginting, Gita Monica br Halawa, Novi Putri amayani Halim, Tom Widodo Herlina Novita Jamaluddin Jamaluddin Juvin, Jefry Munawarah Munawarah, Munawarah Munawarrah, Munawarrah Nadeak, Bintang Ramotan Nyonata, Ricky Anderson Panggabean, Rainal Putra Anriko Pasaribu, Silvia Purba, Mas Intan Purba, Mas Intan Rendy Rendy Santya, Maria Lenny Sartika, Rizky Dwi Siburian, Nensi Feronika Silaban, Rosalina Siregar, Feby Yoana Sitanggang, Afriani Sriwahyuni, Desi Suryatin, Novia Tantowi, Erika Valentina Utami, Rizkika Wijaya, Ronaldo Wilis, Wilis Yono, Rudi