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All Journal Jurnal Ekonomi dan Bisnis Islam JURNAL MANAJEMEN MOTIVASI Journal of Research and Technology Dialektika: Jurnal Ekonomi dan Ilmu Sosial Jurnal Manajemen Bisnis dan Kewirausahaan Journal of Environmental Science and Sustainable Development Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) International Journal of Mechanical Engineering Technologies and Applications (MECHTA) Jurnal Ketenagakerjaan Halal Research Journal Jurnal Jaminan Kesehatan Nasional Jurnal Manajemen Pelayanan Kesehatan (The Indonesian Journal of Health Service Management) Journal Research of Social Science, Economics, and Management Jurnal Pendidikan Indonesia (Japendi) Riwayat: Educational Journal of History and Humanities International Journal of Business and Management Technology in Society (IJBMTS)
Noer, Lissa Rosdiana
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Religion Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences

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The Influence of TikTok-Based Content and Influencer Marketing on Purchase Intention of Eiger Travel Products among Generation Z: The Moderating Role of Gender Akbar, Mhd Furqan; Sabar, Sabar; Otok, Bambang Widjanarko; Noer, Lissa Rosdiana
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1312

Abstract

The rapid growth of short-video–based social media, particularly TikTok, has transformed the way companies engage with consumers and stimulate purchase intention, especially among Generation Z as digital natives. However, for local brands such as Eiger in the travel and outdoor equipment industry, a key challenge remains in converting digital marketing activities into actual purchase intention, as reflected in the gap between high offline conversion rates and relatively low online sales contributions. This research aims to analyze the effects of content marketing and influencer marketing on purchase intention for Eiger’s travel products among Generation Z using a quantitative approach through a survey of 300 respondents who have been exposed to Eiger’s TikTok content. The research model is analyzed using the Stimulus–Organism–Response (S-O-R) framework and tested with Partial Least Squares–Structural Equation Modeling (PLS-SEM) employing SmartPLS software. The findings indicate that both content marketing and influencer marketing significantly enhance perceived enjoyment, which in turn serves as a strong mediator in increasing purchase intention. Furthermore, gender moderates the relationship between content marketing and perceived enjoyment, with female consumers showing greater responsiveness to storytelling and aesthetically appealing content, while male consumers respond more strongly to informative content. In contrast, gender does not moderate the relationship between influencer marketing and perceived enjoyment, suggesting a relatively homogeneous perception of influencers among Generation Z consumers. This study contributes to the literature by extending the application of the S-O-R theory to short-video marketing contexts and enriching empirical insights into Generation Z consumer behavior in Indonesia.
Eksplorasi Strategi Afiliasi dalam Shopee Affiliates Program Rofifah, Jihan; Saiful Hakim, Muhammad; Noer, Lissa Rosdiana; Wibawa, Berto Mulia
Jurnal Pendidikan Indonesia Vol. 6 No. 2 (2025): Jurnal Pendidikan Indonesia
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/japendi.v6i2.7116

Abstract

Shopee Indonesia menjadi e-commerce yang menduduki peringkat teratas dalam kategori belanja di PlayStore dan AppStore. Untuk memperluas jaringan bisnisnya, Shopee menciptakan program Shopee Affiliate Program. Di Indonesia affiliate marketing baru ramai dibicarakan pada akhir tahun 2020, saat Shopee merilis Shopee Affiliates Program. Shopee Affiliates Program merupakan kegiatan pemasaran yang menghubungkan Shopee Seller, afiliasi dan pelanggan. Kegiatan pengiklanan para afiliasi tidak terlepas dari digital marketing. Digital marketing yang diterapkan dalam program ini berupa content marketing dan influecer marketing Tujuan penelitian ini adalah untuk mengetahui strategi afiliasi dalam Shopee Affiliates Program. Penelitian ini merupakan penelitian eksplorasi kualitatif yang menggunakan metode penelitian in-depth interview kepada 10 afiliasi dan seorang expert dalam digital merketing mengingat keterbatasan penelitian terdahulu mengenai Affiliates Program. Penelitian ini akan berfokus kepada tiga analisis utama yaitu analisis personal preference seorang afiliasi dalam memilih produk, analisis content marketing dan analisis influencer marketing yang mereka lakukan. Urgensitas dilakukannya penelitian ini karena program afiliasi sudah dilakukan oleh beberapa platform, sementara penelitian mengenai affiliate marketing di Indonesia masih sangat terbatas. Hasil penelitian ini menunjukkan bahwa dalam memilih produk afiliasi mempertimbangkan komisi, reward, dan penilaian pembeli. Selain itu afiliasi juga memilih produk yang mereka pakai dan gunakan. Konten yang populer untuk mengiklankan produk afiliasi adalah konten yang merekomendasikan produk, review produk dan unboxing produk. Selain itu, setiap platform seperti Tiktok, Instagram dan Twitter memiliki perlakuan yang berbeda terkait followers. Sehingga dalam Tiktok akun non-influencer bisa menjangkau lebih banyak audiensi. Penelitian ini dapat menjadi kebaruan dalam ilmu marketing mengenai affiliate marketing. Hasil penelitian ini diharapkan menjadi implikasi manajerial bagi Shopee, Shopee Seller yang ingin memperluas jangkauan produk dan meningkatkan penjualan serta untuk mereka yang ingin mendaftar menjadi seorang afiliasi Shopee.
The Transition Towards Slow Fashion: A Bibliometric Analysis of Sustainable Consumer Behavior and Future Research Opportunities Naila, Muthia; Noer, Lissa Rosdiana
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5395

Abstract

The growing global concern for sustainability in the fashion industry underscores the need for a comprehensive scientific mapping of trends in slow fashion and sustainable consumer behavior. This study employs a quantitative-descriptive bibliometric approach, analyzing 137 scholarly documents published between 2014 and the first quarter of 2025. The analysis utilizes Biblioshiny to generate descriptive statistics and thematic maps, while VOSviewer is used to visualize keyword co-occurrence networks and author collaborations. The results reveal a significant annual growth in publications, dominated by themes such as sustainability, consumer behavior, and the fashion industry. The United States emerges as the most prolific contributor, with the Journal of Fashion Marketing and Management being the primary source of publications. Keyword mapping highlights major thematic clusters related to ethical consumption, circular economy, and purchase intention. The thematic map positions slow fashion as an emerging yet underdeveloped theme with considerable academic potential. This study emphasizes the importance of adopting a more holistic perspective by integrating qualitative methods, expanding geographic contexts to include the Global South, and exploring the role of digital technologies and social dynamics in driving more equitable and sustainable fashion consumption behavior.
BIBLIOMETRIC ANALYSIS OF CONSUMER BEHAVIOR OF LUXURY BRANDS Anak Agung Ayu Prasasti Ayundari; Noer, Lissa Rosdiana
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8484

Abstract

Public interest in purchasing "luxury brands" or luxury goods has recently increased. This study aims to analyze and evaluate publications related to luxury consumer behavior using systematic review and bibliometric analysis. 176 data from the Scopus database were used in this study. The results of this study show the dynamic development of studies related to luxury consumer behavior and the interesting research themes discussed related to this topic.
Co-Authors A. Noer, Faza Muhlizoh Akbar, Mhd Furqan Al Mustofa, Muhammad Ubaidillah Alawi, Tazkiyah Rizqi Alfarizi, Muhammad Anak Agung Ayu Prasasti Ayundari Aqilah, Nafla Arifian, Rafialdo Arifin Noer, Bustanul Bambang Widjanarko Otok Berto Mulia Wibawa Bhawika, Gita Widi Dewantara, Norman Handiwibowo, Gogor Arif Lusdiono, Andi Naila, Muthia Ni Gusti Made Rai, Ni Gusti Made Puspita, Diah Putra, Gerdathias Putra, Yudho Novandhika Reny Nadlifatin Rizqi, Muhammad Luthfi Attaka Rofifah, Jihan Sabar Sabar Saiful Hakim, Muhammad