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All Journal International Journal of Economics Development Research (IJEDR) Eduvest - Journal of Universal Studies
Jumai, Jumai
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Aerospace Engineering Computer Science & IT Economics, Econometrics & Finance Health Professions Neuroscience Social Sciences

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The Creative Economy-Based Advertising Language Yustinah, Yustinah; Jumai, Jumai
Eduvest - Journal of Universal Studies Vol. 5 No. 2 (2025): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v5i2.44705

Abstract

This research took the theme of Creative Economy-based Advertisement Language of Economy Faculty at Universitas Muhammadiyah Semarang. This research analyzed the implementation of creative economy-based advertisement language. The research subjects were 165 students at the Economy Faculty of Universitas Muhammadiyah Semarang. Of all students, 91 students were from the undergraduate management program, 55 students from the undergraduate accounting program, 12 students from the non-regular management program, and 12 students from the non-regular accounting program. This descriptive research took the data by filling the instrument via Google form. The results showed the planning aspect with 52.47%, the implementation aspect with 53.6%, evaluation aspect with 53.3%. The results found the creative economy-based advertisement language at the faculty reached a percentage of 53.9%. The result indicated the balance between planning, implementing, and evaluating. The results were useful for the students in their complementary courses and learn autonomously.
Viral Marketing, Brand Image, and the FOMO Effect: A Behavioral Economics Study on Kazamarts Indonesia Abdillah, Muhammad Husein; Jumai, Jumai; Purwanto, Edy; Firdaus, Firdaus
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 3 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.7555

Abstract

This study aims to examine the role of Fear of Missing Out (FOMO) in moderating the influence of viral marketing and brand image on consumer purchase decisions of Kazamarts Indonesia's fashion products. A total of 100 respondents were selected using purposive sampling, targeting individuals who have engaged with Kazamarts' online marketing and have made or considered making a purchase. Data were collected using a Likert scale questionnaire ranging from 1 (strongly disagree) to 5 (strongly agree). The analysis was conducted using Partial Least Squares (PLS) to test the proposed structural model. The findings reveal that both viral marketing and brand image significantly influence FOMO and consumer purchase decisions. Furthermore, FOMO was found to moderate the relationship between viral marketing and purchase decisions, strengthening the effect, while its moderating role on brand image was less significant. These results highlight the importance of emotional triggers like FOMO in digital marketing strategies for fashion brands targeting online consumers.
Co-Authors Abdillah, Muhammad Husein Edy Purwanto Firdaus Firdaus Yustinah Yustinah