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Diena Mutiara Lemy
Universitas Pelita Harapan
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Short Video Marketing and Collaboration Brand Network Configuration in Indonesia Skincare Market Sukarnadi, Natalia; Lemy, Diena Mutiara; Kho, Ardi
Aptisi Transactions On Technopreneurship (ATT) Vol 8 No 1 (2026): March
Publisher : Pandawan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34306/att.v8i1.811

Abstract

This study explores how brand network configuration, collaboration, and short video content marketing impact purchase intention within Indonesia's skincare market. The research is grounded in the Theory of Reasoned Action while examining the roles of brand attitude and subjective norms as mediating factors and gender's moderating effect. Using a quantitative survey method, data were collected from 260 Indonesian consumers who were actively engaged with local skincare brands and short video platforms. With brand attitude and with subjective norms considered as critical mediators, results coming from Partial Least Squares Structural Equation Modelling (PLS-SEM) reveal that collaboration brand networks, along with short video content marketing, do significantly increase purchase intention. Furthermore, the effect is more substantial within female consumers. Thus, a prominent gender moderation is indicated here. Local skincare brands should collaborate tactically, leverage short-form video content, improve consumer engagement, and make strategic purchases to highlight the findings' importance. This study applies the Theory of Reasoned Action more broadly, not only to digital and collaborative marketing contexts, but also provides brands with actionable managerial insights as they seek competitive advantage in emerging markets.
Career Sustainability in AI-Driven Tourism: The Mediating Role of Career Adaptability between Grit, Resilience, and Technological Learning Support Kusumo, Henricus Kurniawan Elang; Diena M Lemy; Tiurida Lily Anita
Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Vol. 8 No. 1 (2026): Vol. 8 No. 1 (2026): February-July
Publisher : Politeknik Pariwisata Makassar, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33649/pusaka.v6i2.692

Abstract

In the rapidly evolving landscape of tourism shaped by Artificial Intelligence (AI), ensuring long-term career sustainability for future tourism professionals has become a critical concern for higher education institutions. This study aims to examine the mediating role of Career Adaptability in the relationship between three key predictors—Grit, Resilience, and Technological Learning Support (TLS)—and Career Sustainability among tourism students in Indonesia. Adopting a quantitative research approach, the study utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from senior tourism students enrolled at various universities. The findings demonstrate that Grit, Resilience, and TLS each have a significant positive influence on Career Sustainability. Furthermore, Career Adaptability serves as a vital psychological mechanism that strengthens the connection between these predictors and sustainable career development. The study concludes that fostering adaptability enables tourism students to leverage their internal strengths and external learning resources effectively, thereby preparing them to thrive in AI-driven professional environments. The research contributes to career development literature by integrating psychological and technological dimensions within an AI-centric context, offering practical insights for educators and curriculum designers committed to producing resilient and future-ready tourism graduates.
Co-Authors Agnes Rustiani Alexandra, Theresia Ali Amelda Pramezwary Amelda Pramezwary Anugerah Agungputranto Anugerah Agungputranto Arifin Djakasaputra Ashartono, Rakhmat Audrey Rahardja Aurelie Carvina Brian, Reagan Catherine Natalie Christine Junus Christine, Kezia Cynthia Swastika Kilya Darmawan, Debbie Deandra Ashtyn Pakasi Debbie Darmawan Desideria Lumongga Dwihadiah Dhiny Irena Sari Djakasaputra, Arifin Dr. Adolf J.N. Parhusip Elang Kusumo Elang Kusumo Elisabeth Heidi Fahmi Idris Audina Gunawan Prabowo Gunawan Prabowo, Gunawan Hanna H. Sihombing, Irene HENDRATMO, Cestia Astutiningsih Hubner, Ira B. Hulu, Meitolo I Ketut Suada Ivan Falantti Ishak Jeremia Devananda Jimmy Muller Hasoloan Situmorang Joanna Vieri Ekamukti Julia Dewi Juliana Juliana Juliana Juliana Juliana Juliana, Juliana Julio Putra Tjokromulia Kezia Christine Kho, Ardi Kilya, Cynthia Swastika Kim Min Jun Kimberly, Verena Kusumo, Elang KUSUMO, H.K. Elang Kusumo, Henricus Kurniawan Elang lusiana maribet manurung Madeline Stefanie Tjang Maleachi, Sandra Myrza Rahmanita Nadia Cheryl Effendy Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Bernedeta Sitorus Nova Irene Bernedeta Sitorus Nugraheni, Putri Parera, Sisilia Chelsye Pramezwary, Amelda Pramono, Rudy Putri Nugraheni Rahardja, Audrey Rahmat Ingkadijaya Rahmat Ingkadijaya Rakhmat Ashartono Ratih Dwi Astuti Reagan Brian Riesta Carmelia Rozi, Fachrul Sabrina O Sihombing Sandra Maleachi Sandra Maleachi Sandra Maleachi Sari, Dhiny Irena Sianipar, Rosianna Sim Wen Ching Sindi Agustiana Sisilia Chelsye Parera Sitorus, Nova Stevano Putra Hardianto Sugiri, Rashid Algani Sukarnadi, Natalia Teguh, Frans Theodosia C. Natalia Theodosia C. Nathalia Tiurida Lily Anita Tjokromulia, Julio Putra Valencia Valencia Verena Kimberly Vicky Leonarto Vriandi Hapsara Wilhelmina Rosse Marisca Gajeng Wu Lei Lei