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All Journal The Indonesian Journal of Business Administration Gadjah Mada International Journal of Business Among Makarti Jurnal Ilmiah Manajemen dan Bisnis (JIMB) E-Dimas: Jurnal Pengabdian kepada Masyarakat Community Engagement and Emergence Journal (CEEJ) Jurnal Sosial dan Teknologi Journal of Research in Social Science and Humanities Journal of Applied Business, Taxation and Economics Reseach Journal of Social Research ASEAN Marketing Journal Asia Pacific Journal of Management and Education
Novika Candra Astuti
School of Business and Management, Institut Teknologi Bandung
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

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Journal : Among Makarti

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PENGARUH HEDONIC MOTIVATION, ELECTRONIC WORD OF MOUTH, PERCEIVED EASE OF USE, DAN PERCEIVED USEFULLNESS TERHADAP PURCHASE INTENTION LIVE STREAMING TIKTOK SHOP Rohmatulloh, Farhan; Astuti, Novika Candra
Among Makarti Vol 17, No 1 (2024): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v17i1.629

Abstract

Abstract : This research endeavors to ascertain the impact of electronic word of mouth, hedonic motivation, perceived ease of use, and perceived usefulness on the purchase intentions of consumers participating in TikTok Live Streaming. Employing a quantitative research methodology, the study utilized a survey technique, wherein questionnaires were disseminated to a sample of 100 students from Widyatama University who have engaged in transactions through the TikTok Shop. The data collected were subjected to multiple linear regression analysis to determine the relationships among the variables. The findings of the study reveal that electronic word of mouth, hedonic motivation, perceived ease of use, and perceived usefulness significantly and positively affect purchase intentions.Abstrak : Penelitian ini bertujuan untuk mengkaji pengaruh electronic word of mouth, hedonic motivation, perceived ease of use, dan perceived usefulness terhadap purchase intention pada konsumen yang berpartisipasi dalam Live Streaming TikTok. Metode yang diterapkan dalam penelitian ini adalah metode kuantitatif dengan pendekatan survei, di mana kuesioner disebarkan kepada 100 mahasiswa Universitas Widyatama yang telah melakukan transaksi di TikTok Shop. Data yang dikumpulkan dianalisis menggunakan uji regresi linier berganda. Hasil analisis menunjukkan bahwa electronic word of mouth, hedonic motivation, perceived ease of use, dan perceived usefulness memiliki pengaruh positif yang signifikan terhadap purchase intention.
INSTAGRAM MARKETING STRATEGIES AND COMMUNITY BUILDING: A CASE STUDY OF FASHION SMES IN BANDUNG, INDONESIA Astuti, Novika Candra; Azzahra, Salsa Mylady
Among Makarti Vol 18, No 1 (2025): Among Makarti
Publisher : STIE AMA Salatiga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52353/ama.v18i1.820

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Abstract : This study examines the strategic utilisation of Instagram by small fashion businesses in Bandung, Indonesia, to cultivate brand communities and develop marketing strategies. Although current studies have mostly concentrated on big worldwide businesses and developed markets, little is known about how SMEs in developing nations negotiate Instagram's tools—especially Instagram Ads—for brand development and consumer interaction. Filling in this void, the study uses the Gioia technique and in-depth interviews to analyse four local fashion companies using a qualitative multiple case study approach. Two main themes emerge from the results: (1) Instagram marketing strategy with market segmentation, content development, and ad optimisation; and (2) Instagram engagement and community building with follower refinement, influencer relationships, and interactive engagement strategies. The study advances brand community theory via the prism of intentional audience curation and active interaction, therefore augmenting theory by combining content strategy with targeted segmentation in social media marketing. These realisations help one to grasp digital branding in settings of emerging markets.Abstrak : Penelitian ini menyelidiki bagaimana bisnis fashion kecil di Bandung, Indonesia, secara strategis menggunakan Instagram untuk mengembangkan strategi pemasaran dan membangun komunitas merek. Meskipun penelitian yang ada lebih banyak fokus pada merek global besar dan pasar berkembang, pemahaman tentang bagaimana UKM di negara berkembang menggunakan alat-alat Instagram—terutama Instagram Ads—untuk pengembangan merek dan keterlibatan pelanggan masih terbatas. Untuk mengatasi kekurangan ini, penelitian ini menggunakan pendekatan studi kasus kualitatif dengan menganalisis empat merek fashion lokal melalui wawancara mendalam dan metode Gioia. Temuan menunjukkan dua tema utama: (1) strategi pemasaran Instagram, termasuk segmentasi pasar, pembuatan konten, dan optimasi iklan; dan (2) keterlibatan Instagram dan pembangunan komunitas, yang mencakup penyaringan pengikut, kolaborasi dengan influencer, dan taktik keterlibatan interaktif. Penelitian ini memberikan kontribusi terhadap teori dengan mengintegrasikan strategi konten dengan segmentasi yang ditargetkan dalam pemasaran media sosial dan mengembangkan teori komunitas merek melalui perspektif kurasi audiens yang sengaja dan keterlibatan aktif. Temuan ini memberikan pemahaman yang lebih mendalam tentang branding digital dalam konteks pasar yang sedang berkembang.
Co-Authors Adhyaksa, Rangga Pijar Azka, Chyntia Paramitha Azzahra, Salsa Mylady Darajat, Zakiah Harimukti Wandebori Indraputri, Zafira Meizzati Intan Widuri Sakti Nanda, Yumas Gia Oktaviani, Desy Reza Ashari Nasution Reza Relen Indriyanto Rohmatulloh, Farhan Sari, Oktora Yogi Solihin, Ismail Suhardi, Agatha Rinta Tasya, Ratu Tifa Prima Uno, Indra Cahya Wirajaya, Abirackshaan