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All Journal Jurnal Mantik Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis Innovative: Journal Of Social Science Research West Science Interdisciplinary Studies West Science Interdisciplinary Studies Manis : Jurnal Manajemen dan Bisnis West Science Social and Humanities Studies
Saununu, Siska Jeanete
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : West Science Interdisciplinary Studies

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The Influence of Social Media Influencers on Generation Z Consumer Behavior in Indonesia Erwin, Erwin; Saununu, Siska Jeanete; Rukmana, Arief Yanto
West Science Interdisciplinary Studies Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i10.317

Abstract

Through a quantitative approach, this study examines how social media influencers affect Indonesian Generation Z consumer behavior. A heterogeneous group of 450 participants, ranging in age from 16 to 24, was involved, reflecting a range of genders, socioeconomic backgrounds, and geographic locations. The results show that social media influencers have a big influence on people's decisions to buy, as 85% of participants acknowledged. The majority platform, Instagram, accounted for 75% of the total, with individuals using social media for two hours a day on average. The most popular content categories (65%) were product and lifestyle reviews, highlighting the significance of authenticity. Transparency (72.5%) and authenticity (67.5%) were important trust-building qualities; on the other hand, inconsistent brand endorsements (30%) and a lack of financial transparency (22.5%) eroded confidence. Sponsored material worked very well (80%), and 60 percent of users preferred partnerships that were authentic. Strong positive correlations between sponsored content, consumer behavior, and influencer engagement were found via regression analysis (R-squared = 0.754). The findings offer significant perspectives for marketers seeking to maneuver through the impactful terrain of Generation Z in Indonesia.
The Effect of Product and Service Diversification in Ecotourism Business Management on Beaches in Bali Kurniawan, Ramdhan; Saununu, Siska Jeanete; Harsono, Iwan; Dewi, Henny Budhysetia
West Science Interdisciplinary Studies Vol. 2 No. 02 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i02.670

Abstract

This research investigates the dynamic interplay between ecotourism, product and service diversification, and their impact on the beaches of Bali. Through a quantitative analysis involving 150 tourists and 150 local businesses, the study explores awareness levels, preferences, and economic outcomes associated with ecotourism practices. Descriptive statistics reveal a heightened awareness among tourists and a prevalent adoption of diversification strategies by local businesses. Correlation analysis establishes strong connections between tourist awareness, preferences for diversified destinations, and the positive correlation between business diversification and community involvement. Regression analysis underscores the economic advantages linked to businesses implementing diversification strategies. Comparative analyses shed light on subgroup differences, emphasizing the influence of awareness and diversification on preferences and economic impact. The discussion underscores the implications for sustainable ecotourism, emphasizing the role of collaboration among businesses, communities, and policymakers. The study contributes valuable insights to the discourse on sustainable tourism practices, offering actionable recommendations for the ecotourism industry on Bali's beaches.
Application of Omnichannel Strategy and Content Personalization to Customer Loyalty in the Fashion Retail Industry in Makassar Sudirjo, Frans; Saununu, Siska Jeanete; Harahapi, Taufik
West Science Interdisciplinary Studies Vol. 2 No. 10 (2024): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v2i10.1381

Abstract

This study explores the impact of an omnichannel strategy and content personalization on customer loyalty in the fashion retail industry in Makassar. Using a quantitative approach, data were collected from 60 respondents through a structured questionnaire and analyzed using SPSS version 26. The study measured the relationships between omnichannel strategy, content personalization, and customer loyalty using a Likert scale (1-5). Results from Pearson correlation and multiple regression analyses indicated significant positive relationships between omnichannel strategy and customer loyalty (r = 0.72, p < 0.01) as well as content personalization and customer loyalty (r = 0.68, p < 0.01). The regression model explained 62% of the variance in customer loyalty, confirming the combined influence of these strategies on fostering customer retention. The findings suggest that fashion retailers in Makassar can enhance customer loyalty by offering seamless omnichannel experiences and personalized content that meets individual preferences.
Co-Authors Arief Yanto Rukmana Ariyandani, Nur Asnawi, Aisah Bugis, Reka Chandra, Felix Dewi, Henny Budhysetia Erwin Erwin Faras Zulina Ayunani Frans Sudirjo Harahapi, Taufik Iwan Harsono Judijanto, Loso Kurniawan, Ramdhan Nurwanto, Novi Pelupessy, Merry Margareth Reken, Feky Tabelessy, Walter Tamher, Etvin Rizal Tubalawony, Jacsy Yainahu, Nur Mala