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All Journal Among Makarti Jurnal Transformatika Ekspektra: Jurnal Bisnis & Manajemen Journal of Economic, Bussines and Accounting (COSTING) JURNAL LENTERA BISNIS Jurnal Pengabdian kepada Masyarakat Nusantara ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS BULETIN BISNIS & MANAJEMEN (BBM) Dinamika Jurnal Teknik Informatika dan Teknologi Informasi Community: Jurnal Pengabdian Pada Masyarakat International Journal of Economics and Management Research
Andriana, Myra
Universitas Sains dan Teknologi Komputer
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Languange, Linguistic, Communication & Media Nursing Social Sciences Other

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The Role of Content Marketing, FoMo, Social Influencer, and Flash Sale on Gen Z Impulse Buying in Semarang Regency on the TikTok Marketplace Savitri, Sherly Dwi Ditzi; Widyaningsih, Dewi; Andriana, Myra
Ekspektra : Jurnal Bisnis dan Manajemen Vol 9 No 2 (2025)
Publisher : Universitas Dr. Soetomo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/ekt.v9i2.10598

Abstract

This study aimed to investigate the role of content marketing, FoMo (Fear of Missing Out), social influence, and flash sale on impulse buying among Gen Z consumers in Semarang Regency on the TikTok Marketplace. Utilizing an explanatory research design, a purposive sampling technique was employed to select 96 valid and reliable Gen Z participants from Semarang Regency. Data were collected via a questionnaire distributed through Google Forms, and multiple linear regression analysis was applied for data analysis. The findings indicated that content marketing and social influence did not individually affect impulse buying. Conversely, FoMo and flash sales were found to have a positive and significant impact on impulse buying. Furthermore, the combined influence of all independent variables on impulse buying was significant. This research concludes that while some digital marketing strategies may not directly trigger impulse purchases, urgency- and scarcity-driven tactics are highly effective for Gen Z on TikTok. The study's implications suggest that marketers should prioritize leveraging FoMo and flash sales to drive immediate consumer action on social commerce platforms.
DETERMINANTS OF IMPULSIVE BUYING IN LIVE STREAMING COMMERCE USERS AMONG DIGITAL NATIVES Shekinah, Gabriela Yabestania; Zusrony, Edwin; Andriana, Myra
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 6 (2025): 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/rmzarv73

Abstract

This investigation focuses on TikTok Live and Shopee Live streaming platforms, analyzing the impulsive buying behavior of digital natives in Semarang City. This research assesses the impact of social media marketing and influencer marketing as strategic accelerators due to the growing engagement of Generation Z as a dominant market demographic and their predisposition towards impulsive buying behavior. A quantitative approach was adopted with 60 participants aged 18 to 28 who underwent unplanned purchases through LSC platforms within the last six months. Data collection utilized standardized questionnaires and was analyzed with SmartPLS 4.0. As part of data collection, questionnaires are used which are graded on a five-point likert scale. Based on the SOR model, social media marketing and influencer marketing, separately and in combination, are proven to have a significant positive impact on impulsive buying behavior. Important motivators included emotional appeal, real-time participation, and interpersonal digital influence. These findings demonstrate the need to target Gen Z with more engaging content that features trusted influencers. In relation to the existing body of knowledge, this research fills a gap in digital marketing literature by examining the factors related to the psychology of the consumer and technology that instigate impulsive purchase behaviors in live e-commerce contexts. From a practical standpoint, it provides critical information for marketers aiming to design more targeted, persuasive, and robust campaigns utilizing live streaming platforms to improve conversion rates.
ANALISIS KAJIAN SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP BRAND AWARENESS PLATFORM E-COMMERCE SHOPEE Lamaindi, Yonatan; Zusrony, Edwin; Andriana, Myra; Manalu, Gibson
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.v15i2.2195

Abstract

The massive use of social media and the support of technology platforms have encouraged the younger generation to make product purchasing intentions on e-commerce. This study aims to determine the influence of Social Media Marketing (SMM) and Customer Engagement (CE) on Brand Awareness (BAW) for products through Shopee e-commerce among the younger generation in Yogyakarta, Indonesia. This study uses a quantitative approach involving 60 respondents aged 18-25 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.4 to test the influence and research hypothesis, to determine the relationship between variables. The research results show that the variables of Social Media Marketing and Customer Engagement have a positive and significant influence partially and simultaneously on Brand Awareness. These findings can be considered by e-commerce managers in communicating and delivering marketing offers online through social media.
ANALISIS PERAN INFLUENCER MARKETING DAN CONTENT MARKETING DALAM MENDORONG KEPUTUSAN KONSUMEN MENGINAP DI HOTEL BINTANG EMPAT Widiastuti, Aprillia Anggun; Zusrony, Edwin; Andriana, Myra; Asti, Pindo
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.v15i2.2196

Abstract

This study aims to investigate the impact of influencer marketing and content marketing on consumer decisions to stay at the four-star Griya Persada Bandungan hotel, Semarang Regency, Central Java. This study uses a quantitative approach involving 60 respondents aged 20-40 years and selected using a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.2. The research findings prove that influencer marketing and content marketing have a positive and significant impact partially on consumer decisions to stay at the four-star Griya Persada hotel. Influencer marketing and content marketing have a simultaneous impact on consumer decisions to stay at the four-star Griya Persada hotel. These findings underscore the importance of influencer marketing and content marketing in increasing consumer decisions to stay at the four-star Griya Persada hotel.
The Influence of Product Reviews and Ratings on Purchase Decisions in Shopee E-Commerce Rohman, Muhamad Fahmi Aulia; Andriana, Myra; Kusumajaya, Robby Andika
International Journal of Economics and Management Research Vol. 5 No. 2 (2026): August : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v5i2.846

Abstract

The development of e-commerce, particularly Shopee, has driven changes in consumer geste in making purchase opinions, which are now largely told by digital information similar as product reviews and conditions. still, there's still query regarding the extent to which these two factors affect consumer pur- chasing opinions. This study aims to dissect the influence of product reviews and product conditions on copping opinions in Shopeee-commerce. This exploration uses a quantitative approach with a check design. The subjects of the study are Shopee druggies who have made purchases. Data were collected through the distribution of questionnaires and anatomized using multiple direct retrogression ways to discourage- mine the effect of each variable.The results show that product reviews have a posi- tive and significant effect on copping opinions, with a significance value of< 0.05. Product conditions also have a positive and significant effect on copping de-cisions, with a significance value of< 0.05. contemporaneously, both variables have a significant influence on copping opinions, with a measure of determination of roughly 65, indicating that utmost copping opinions are told by product reviews and ratings. The conclusion of this study is that product reviews and product conditions play an important part in impacting consumer copping decisions on Shopee. The better the reviews and the advanced the conditions given, the lesser the liability that consumers will make a purchase.
Co-Authors Achmad Solechan Agustinus Budi Santoso Ahmad Ashifuddin Aqham Asti, Pindo Dewi Widyaningsih Dian Susatyono, Jarot Edwin Zusrony Edy Jogatama Purhita Galih, Taufik Gibson Manalu Heni Susilowati Indra Ava Dianta Irwan Sembiring Kristoko Dwi Hartomo Kusumajaya, Robby Andika Kusumaningtyas, Dhevi Dadi Kusumo, Haryo Lamaindi, Yonatan Magriyanti, Arie Atwa Novianto, Rizki Rafifah, Agustia Salma Reni Veliyanti Rohman, Muhamad Fahmi Aulia Savitri, Sherly Dwi Ditzi Shekinah, Gabriela Yabestania Sindhu Rakasiwi Suprapti Susatyono, Jarot Dian Tantik Sumarlin . Widiastuti, Aprillia Anggun Yuli Fitrianto