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All Journal JAM : Jurnal Aplikasi Manajemen Pedagogi : Jurnal Penelitian Pendidikan Jurnal Manajemen Indonesia Journal of Economic, Bussines and Accounting (COSTING) Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Jesya (Jurnal Ekonomi dan Ekonomi Syariah) Al-Kharaj: Journal of Islamic Economic and Business Management and Sustainable Development Journal Akrab Juara : Jurnal Ilmu-ilmu Sosial Jurnal Ilmu Manajemen Terapan (JIMT) Charity : Jurnal Pengabdian Masyarakat Bima Journal : Business, Management and Accounting Journal Journal of Tourism Economics and Policy COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Journal of Marketing Innovation Abdi Teknoyasa Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Applied Science Jurnal Manajemen dan Pemasaran Digital IIJSE Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi
Ati Mustikasari
Telkom University
Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Analisis Nano Influencer dan Short Video Tiktok untuk Meningkatkan Brand Awareness Usaha Mikro Kecil di Jawa Barat Avienda Zahra Allia Kusuma; Sampurno Wibowo; Ati Mustikasari
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 5 (2026): Jurnal Ilmu Manajemen Terapan (Mei - Juni 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i5.8427

Abstract

Perkembangan ekonomi digital menuntut Usaha Mikro Kecil (UMK) di Jawa Barat untuk beradaptasi dengan strategi pemasaran modern melalui platform media sosial. Penelitian ini penting dilakukan guna mengevaluasi efektivitas pemanfaatan TikTok dalam memperkuat eksistensi dan daya saing produk lokal di tengah padatnya arus informasi digital. Tujuan utama dari penelitian ini adalah untuk menganalisis sejauh mana peran nano influencer dan konten short video memberikan pengaruh, baik secara parsial maupun simultan, terhadap tingkat brand awareness UMK di Jawa Barat. Pendekatan yang digunakan adalah metode kuantitatif deskriptif. Pengumpulan data dilakukan melalui instrumen kuesioner daring berbasis Google Form yang disebarkan kepada 105 responden, yakni pengguna aktif TikTok di Jawa Barat yang dipilih menggunakan teknik purposive sampling. Data yang berhasil dihimpun kemudian diolah dan dianalisis menggunakan metode regresi linear berganda dengan bantuan perangkat lunak statistik IBM SPSS. Hasil analisis membuktikan bahwa secara simultan, nano influencer dan short video memberikan kontribusi sebesar 55,6% terhadap pembentukan brand awareness. Secara parsial, short video ditemukan memiliki pengaruh yang sangat dominan dan signifikan, sedangkan variabel nano influencer memberikan pengaruh positif yang tidak signifikan secara statistik. Kesimpulan dari penelitian ini menegaskan bahwa visualisasi pesan melalui video pendek merupakan instrumen pemasaran paling efektif, sementara figur nano influencer berperan sebagai pendukung narasi komunikasi bagi UMK  
The Influence of Fear of Missing Out (FoMO) on Purchase Decisions through Impulsive Behavior: Evidence from TikTok Pop Mart Live Streaming Salsabiila Putri Jamaludin; Ati Mustikasari; Alma Syifa Maulidina
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10804

Abstract

Through this study, I aim to analyze the impact of Fear of Missing Out (FoMO) on purchasing decisions through impulsive behavior between TikTok Pop Mart live streaming consumers. The swift expansion of live streaming commerce has boosted consumer interest tendency to make spontaneous purchases influenced by emotional and psychological factors, particularly FOMO. This study employed applying a quantitative design through Structural Equation Modeling–Partial Least Squares (SEM-PLS).The researchers collected data using questionnaire distributed to TikTok users who had watched Pop Mart live streaming sessions and purchased Pop Mart products, with purposive sampling. The research variables consisted of Fear of Missing Out (FoMO) identified being an independent element, impulsive behavior as an intermediary, and purchasing decisions as the dependent variable. Findings indicate that FoMO exerts a significant favorable impact on purchase decisions. In addition, impulsive behavior has been identified as significantly act as an intermediary between FoMO and purchasing decisions during TikTok Pop Mart live streaming sessions. This research suggests that emotional triggers through live streaming commerce can increase consumers' impulsive tendencies and encourage spontaneous purchase behavior. This paper adds to the existing literature on knowledge about consumer actions within social commerce and provides managerial implications for live streaming marketing strategies.
Digital Marketing Content and Consumer Trust Effects on Online Culinary Purchase Behavior Mochamad Ihsan; Donni Juni Priansa; Ati Mustikasari
Journal of Tourism Economics and Policy Vol. 6 No. 2 (2026): Journal of Tourism Economics and Policy (April – June 2026)
Publisher : PT Keberlanjutan Strategis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38142/jtep.v6i2.2011

Abstract

This study examines how digital marketing content and consumer trust shape online culinary purchase behavior in the context of rapid digital transformation. The research focused on consumers who search for culinary information and buy food products through social media and online food-delivery platforms, including GoFood, GrabFood, and ShopeeFood. Because the total population was unidentified, the minimum sample was estimated using Cochran's formula, while respondents were selected purposively based on prior exposure to culinary marketing content and experience purchasing culinary products through digital media. Data were collected from 176 respondents through an online questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with IBM SPSS Statistics 29. The results show that digital marketing content has a positive and significant effect on culinary purchase behavior, and consumer trust also has a positive and significant effect. Simultaneously, both predictors explain most of the variance in purchasing behavior, indicating that content quality and trust operate as mutually reinforcing mechanisms in digital culinary transactions. These findings imply that culinary businesses should combine informative, visually appealing, and interactive content with transparent service, consistent product delivery, and responsive communication to strengthen consumer purchasing behavior in digital channels.
Pengaruh Perceived Value terhadap Purchase Intention pada UMKM Toko Oleh-Oleh Faf's Snack Leuwi Panjang Bandung Gabrelia Putri Cahyani Lingga; Riska Aprilina; Ati Mustikasari
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 3 (2026): Jurnal Manajemen dan Pemasaran Digital (Juli - September 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i3.685

Abstract

Eskalasi persaingan bisnis pada ranah industri kecil produk buah tangan di wilayah Leuwi Panjang, Bandung, menuntut para pelaku usaha untuk memetakan stimulan yang menggerakkan motivasi beli pelanggan. Elemen fundamental yang mendikte perilaku ini ialah perceived value, yang merefleksikan konseptualisasi konsumen atas mutu produk, utilitas fungsional, beserta rasionalitas nominal harga yang ditawarkan. Studi ini diarahkan untuk mengukur tingkat kedalaman perceived value serta purchase intention, sekaligus membuktikan secara empiris kontribusi orientasi nilai terhadap intensitas minat beli pada pelanggan Toko Oleh-oleh Faf’s Snack. Dengan mengadopsi pendekatan kuantitatif, pengumpulan data dilakukan via survei kepada sembilan puluh enam partisipan yang ditentukan lewat formula Cochran. Informasi yang dihimpun melalui instrumen kuesioner kemudian dibedah menggunakan teknik analisis deskriptif serta model regresi linear sederhana. Hasil pemetaan deskriptif mengindikasikan bahwasanya parameter perceived value berada pada rentang penafsiran yang baik, sementara kapabilitas purchase intention konsumen tergolong tinggi. Di samping itu, pengujian hipotesis merekam perolehan signifikansi sebesar 0,000, yang menegaskan bahwa perceived value memberikan implikasi positif serta substansial dalam memicu purchase intention. Temuan ini memberikan pemahaman teoretis bahwa pemenuhan kualitas produk yang lebih optimal beserta penguatan manfaat pengalaman akan secara langsung mengakselerasi keputusan transaksional pelanggan di lapangan.
Virtual Experience, Digital Content terhadap Perilaku Wisatawan dengan Moderasi Authenticity Perception Siti Pipit Sabitah; Bethani Suryawardani; Ati Mustikasari
JIBEMA: Jurnal Ilmu Bisnis, Ekonomi, Manajemen, dan Akuntansi Vol. 3 No. 4 (2026): April
Publisher : CV. Muris Global Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62421/jibema.v3i4.222

Abstract

Perkembangan teknologi digital membawa perubahan signifikan terhadap perilaku wisatawan, termasuk dalam konteks wisata religi. Penelitian ini bertujuan untuk menganalisis pengaruh Virtual Experience dan Digital Content terhadap Perilaku Wisatawan di Galeri Rasulullah Masjid Raya Al-Jabbar Bandung, dengan Authenticity Perception sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif Kausal dengan penyebaran kuesioner kepada 100 responden yang telah berkunjung atau mengakses konten digital Galeri Rasulullah. Data dianalisis menggunakan metode Structural Equation Modeling (SEM–PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian diharapkan menunjukkan bahwa Virtual Experience dan Digital Content berpengaruh positif terhadap Perilaku Wisatawan, dan bahwa Authenticity Perception memperkuat hubungan tersebut. Penelitian ini menegaskan pentingnya pengalaman virtual dan konten digital yang autentik dalam meningkatkan niat berkunjung, kepuasan, serta loyalitas wisatawan religi di era digital. Temuan ini dapat memberikan kontribusi praktis bagi pengelola wisata religi dalam mengembangkan strategi pemasaran digital berbasis keaslian dan spiritualitas, guna menarik minat wisatawan serta memperkuat citra destinasi yang religius dan modern.
Pengaruh Celebrity Endorsement terhadap Persepsi Merek pada Industri Skincare Lokal: Studi pada Konsumen MS Glow di Muara Enim Tirta Prasatia; Leni Cahyani; Ati Mustikasari
Jesya Vol 9 No 2 (2026): ARTICLES : RESEARCH JUNI 2026
Publisher : LPPM Sekolah Tinggi Ilmu Ekonomi Al-Washliyah Sibolga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36778/jesya.v9i2.2919

Abstract

Penelitian ini bertujuan menganalisis pengaruh celebrity endorsement terhadap persepsi merek pada konsumen produk skincare MS Glow di Kabupaten Muara Enim. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel penelitian terdiri atas 100 responden yang dipilih melalui teknik purposive sampling, dengan kriteria mengetahui atau pernah menggunakan produk MS Glow serta pernah melihat promosi MS Glow yang melibatkan selebritas di media sosial. Data dikumpulkan menggunakan kuesioner berskala Likert tujuh poin dan dianalisis melalui metode Partial Least Squares–Structural Equation Modeling menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa celebrity endorsement berpengaruh positif dan signifikan terhadap persepsi merek, dengan koefisien jalur sebesar 0,906, nilai t-statistic sebesar 35,438, dan p-value kurang dari 0,001. Nilai R-square sebesar 0,821 menunjukkan bahwa celebrity endorsement mampu menjelaskan 82,1% variasi persepsi merek. Temuan tersebut mengindikasikan bahwa kredibilitas, keterikatan emosional, kesesuaian figur publik dengan merek, pemanfaatan media sosial, dan kualitas komunikasi visual berperan dalam membentuk evaluasi positif konsumen terhadap MS Glow. Namun, nilai HTMT sebesar 0,929 menunjukkan adanya kedekatan empiris antara kedua konstruk, sehingga hasil penelitian perlu diinterpretasikan secara hati-hati. Secara praktis, perusahaan perlu memilih endorser berdasarkan kredibilitas, relevansi, kesesuaian dengan identitas merek, dan karakteristik konsumen sasaran.
THE ROLE OF SOCIAL MEDIA CONTENT AND FEAR OF MISSING OUT (FOMO) IN SHAPING GENERATION Z PURCHASE DECISIONS ON TIKTOK: A STUDY OF CARUMBY GORPCORE FASHION BRAND Zihan Tiara Arasid; Astri Wulandari; Ati Mustikasari
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10260

Abstract

This study aims to examine the influence of social media content and Fear of Missing Out (FoMO) on the purchase decisions of Generation Z consumers on the TikTok platform, with a case study of the Gorpcore fashion brand Carumby. The rapid growth of TikTok as both a social media and digital commerce platform has significantly shaped consumer behavior, particularly among Generation Z, who are highly responsive to trends and digital content. This research employed a quantitative approach with an explanatory design. Data were collected through questionnaires distributed to 105 respondents using a purposive sampling technique. The data were analyzed using multiple linear regression with the assistance of SPSS version 25. The results indicate that both social media content and FoMO have a positive and significant effect on purchase decisions, both partially and simultaneously. Social media content was found to have a more dominant influence compared to FoMO. The coefficient of determination (R²) shows that 63.4% of the variation in purchase decisions can be explained by these variables, while the remaining 36.6% is influenced by other factors not examined in this study. In conclusion, effective social media content that is creative, informative, and engaging, combined with psychological triggers such as FoMO, plays an important role in influencing the purchase decisions of Generation Z consumers on TikTok.
ANALISIS PREFERENSI PELANGGAN GENERASI MILENIAL DAN GENERASI Z TERHADAP DEKORASI PERNIKAHAN TAHUN 2024 Alsya Dewi Nandhika; Ati Mustikasari
Management and Sustainable Development Journal Vol. 6 No. 2 (2024): Management and Sustainable Development Journal
Publisher : Department of Management - Institut Shanti Bhuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/msdj.v6i2.907

Abstract

Wedding decorations influence guests' perception of wedding memories. Millennials and Generation Z creatively personalize weddings to reflect their unique personalities and values. Wedding service providers, such as Sari Anzailla Wedding Package, need an in-depth understanding of the evolving décor preferences of generations in relation to product attributes. This research aims to provide insights into the wedding decoration preferences of Millennials and Generation Z. The data collection technique in this study used a questionnaire to 88 Sari Anzailla Wedding Package customers. The data obtained was processed using Conjoin Analysis. The product attributes in this study are price, color, design, shape, and style. The research findings show that price is the highest attribute at 34.026% and shape is the lowest attribute with a value of 9.900%. This indicates that price is the main preference of both generations regarding wedding decoration preferences. Sari Anzailla Wedding Package can use the knowledge of the five attributes that have been explored to help build wedding décor offerings and services that suit the tastes of its target customers who are mostly made up of Millennials and Generation Z.
Co-Authors Abdurrahman Rahim Thaha Adyaningtyas, Raufina Agus Maolana Hidayat Agustin, Amelia Putri Agustina, Regina Alfaiz, Ramdhan Alma Syifa Maulidina Alsya Dewi Nandhika Amelia, Emi Ammarsyah , Muhammad Jaffran Ar araaf , Nabil araaf, Nabil Ar Arie Indra Gunawan Astri Wulandari Astri Wulandari Avienda Zahra Allia Kusuma Bachruddin Saleh Luturlean Bethani Suryawardani Budiawan, Aulia Fadhillah Christianingrum Donni Junipriansa Fanni Husnul Hanifa Februadi, Agustinus Friosa , Meisy Eka Gabrelia Putri Cahyani Lingga Handaputra, Muhammad Ivan Islammiyah, Nabila Khoirun Nisa Bahri Leni Cahyani Leni Siti Khoirunnisa Maiyora, Gusvionita Mochamad Ihsan Mohamad, Ganjar Muttaqi , Riza Syauqi Nellyaningsih Neti Budiwati Nisaka, Aryas Nugraha Rahmat Hidayat Rahmat Hidayat Rahmatullah, Bayu Rasya, Alya Fauziyah Ratna Gema Maulida Revany, Angelica Riska Aprilina Salsabiila Putri Jamaludin Sampurno Wibowo Saragih, Romat SATRIYAS ILYAS Setiadi, Diaz Sijabat, Astriyani Siti Pipit Sabitah Siti Putri Budi Utami, Veronica Sri Widaningsih Sri Widaningsih, Sri Suryana R Achmad Syamfithriani, Tri Septiar Syifa Milenia Murniati Tirta Prasatia Ulhaq Mufid, Dhiya Utami, Habibah Najwa Vatian, Muhammad Rayhan Widaningsih , Sri Wijayaningrum, Melati Rizki Yuma, Figlia Reyandha Zihan Tiara Arasid