Article Per Year (5 Year)
p-Index From 2021 - 2026
1.94
P-Index
This Author published in this journals
All Journal Among Makarti Jurnal Transformatika Ekspektra: Jurnal Bisnis & Manajemen Journal of Economic, Bussines and Accounting (COSTING) 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
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

Published : 12 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 12 Documents
Search

 1   2 
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.
Co-Authors Achmad Solechan Agustinus Budi Santoso Ahmad Ashifuddin Aqham Dewi Widyaningsih Dewi Widyaningsih Dian Susatyono, Jarot Edwin Zusrony Edy Jogatama Purhita Galih, Taufik Heni Susilowati Indra Ava Dianta Irwan Sembiring Kristoko Dwi Hartomo Kusumaningtyas, Dhevi Dadi Kusumo, Haryo Magriyanti, Arie Atwa Novianto, Rizki Rafifah, Agustia Salma Reni Veliyanti Savitri, Sherly Dwi Ditzi Shekinah, Gabriela Yabestania Sindhu Rakasiwi Suprapti Susatyono, Jarot Dian Tantik Sumarlin . Yuli Fitrianto