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All Journal International Journal of Evaluation and Research in Education (IJERE) Jurnal Ekonomi dan Pendidikan Cakrawala Pendidikan JURNAL ECONOMIA Jurnal Pendidikan Akuntansi Indonesia Jurnal Pendidikan Indonesia Jurnal Keuangan dan Perbankan Jurnal Dinamika Akuntansi Dinamika Pendidikan Lembaran Ilmu Kependidikan Jurnal Akuntansi Multiparadigma JPBM (Jurnal Pendidikan Bisnis dan Manajemen) JURNAL PENGABDIAN KEPADA MASYARAKAT JABE (Journal of Accounting and Business Education) Public Health of Indonesia Accounting Analysis Journal Economic Education Analysis Journal Jurnal Pendidikan Ekonomi & Bisnis LIABILITIES (JURNAL PENDIDIKAN AKUNTANSI) AFEBI Islamic Finance and Economic Review Sarwahita : Jurnal Pengabdian Kepada Masyarakat Proceeding of Conference on Islamic Management, Accounting, and Economics Jurnal Pengabdian Al-Ikhlas Jurnal Pemberdayaan Masyarakat Universitas Al Azhar Indonesia JASF (Journal of Accounting and Strategic Finance) Jurnal Riset Akuntansi Kontemporer Jurnal REKSA: Rekayasa Keuangan, Syariah dan Audit Journal of Applied Data Sciences Business and Accounting Education Journal Jurnal Ekonomi Participative Journal (PJ) : Jurnal Pengabdian Pada Masyarakat Indonesian Journal of Devotion and Empowerment (IJDE) Share: Jurnal Ekonomi dan Keuangan Islam Peka : Jurnal Pendidikan Ekonomi Akuntasi FKIP UIR Pekanbaru Indonesian Management and Accounting Research Eastasouth Journal of Impactive Community Services Bookchapter Ekonomi Universitas Negeri Semarang Jurnal Abdimas Indonesia Fonologi: Jurnal Ilmuan Bahasa dan Sastra Inggris Journal of Environment and Sustainability Education Jurnal Pengabdian Nasional (JPN) Indonesia EDUCATIONE: Journal of Education Research and Review Conference Proceedings International Conference on Education Innovation and Social Science Business and Accounting Education Journal Jurnal Dinamika Akuntansi Journal of Accounting, Economics, and Business Education JAS (Jurnal Akuntansi Syariah) Dinamika Pendidikan "Indonesian Journal of Devotion and Empowerment (IJDE) " Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan Prosiding Seminar Nasional Pengabdian Masyarakat
Ahmad Nurkhin
Universitas Negeri Semarang
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Journal : Journal of Applied Data Sciences

 1 
Analyzing the Impact of Social Media Advertising on Consumer Interactions, Trust, and Purchase Intentions in the Cosmetics and Personal Care Sector Yee, Loo Shu; Hoo, Wong Chee; Wolor, Christian Wiradendi; Bakar, Syarifah Mastura Syed Abu; Nurkhin, Ahmad
Journal of Applied Data Sciences Vol 6, No 3: September 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i3.669

Abstract

This study analyses the influence of social media advertisements on consumer purchasing intentions within Malaysia's cosmetics and personal care sector, highlighting the significance of interactivity, informativeness, and trust. Considering the growing prevalence of social media in marketing, comprehending how these elements affect consumer choices is crucial for enhancing digital advertising strategies.  This research utilises a quantitative approach to evaluate consumer behaviour. Data were gathered from 384 Malaysian consumers aged 18 and older who actively interact with cosmetic and personal care brands on social media using online survey. The research employed descriptive analysis, reliability and validity assessments, and hypothesis testing to investigate the relationships among principal variables.  Research demonstrates that informativeness and trust in social media advertisements substantially increase purchase intentions, with trust acting as a vital mediator. Although interactivity enhances trust, it does not directly affect purchase intention, indicating that its influence may be contingent upon contextual variables. These findings underscore the imperative for brands to deliver transparent, reliable, and informative content to enhance consumer trust and stimulate purchasing behaviour. The study's originality is rooted in its examination of the Malaysian cosmetics and personal care market, providing practical insights for marketers to enhance social media advertising strategies. The research underscores trust as a pivotal factor, offering essential insights for brands aiming to improve their digital engagement. This study enhances the existing literature on digital marketing in emerging markets, providing practical insights for businesses seeking to improve their social media efficacy in Malaysia.
The Use of Artificial Intelligence in Accounting Classes: Behavioral Insights from Students Fachrurrozie, Fachrurrozie; Nurkhin, Ahmad; Santoso, Jarot Tri Bowo; Asrori, Asrori; Harsono, Harsono
Journal of Applied Data Sciences Vol 6, No 3: September 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i3.781

Abstract

Accounting learning has entered a new transformation with the intensive use of artificial intelligence. This study analyzes student behavior in using artificial intelligence in accounting lectures. The Unified Theory of Acceptance and Use of Technology (UTAUT) framework is used to understand student behavior by adding the construct of experience and competence of information and communication technology. This study contributes to the extended application of UTAUT. This survey took a sample of accounting and accounting education students at the Faculty of Economics and Business, Universitas Negeri Semarang, totaling 124 students. The questionnaire distributed via Google Forms was used as a data collection technique. The data analysis technique used was SEM-PLS. The results of the analysis show moderate student behavior in using artificial intelligence in accounting lectures, there is 2.48 of an average score. ChatGPT and Canva are the types of AI most frequently used by students in accounting courses. SEM-PLS analysis indicates that students' intentions to use artificial intelligence in their accounting lectures are more determined by performance and effort expectancy. The coefficients are 0.519 and 0.382 at a P-value of 0.000. Social influence does not have a significant effect on student intentions, with a P-value of 0.104. Student intentions, ICT experience, and ICT competence significantly influence student behavior to use AI. The coefficients are 0.382, 0.241, and 0.214 at a P-value less than 0.05. Facilitating conditions do not have a substantial effect on actual behavior, with a P-value of 0.210. The practical implication of this study is the importance of highlighting students' ICT experiences and competencies that determine the use of AI for lecture purposes.
Co-Authors - FACHRURROZIE - Kardoyo -, Kardiyem Abdul Rohman Abdul Rohman ACHMAD RIFAI Aditama, Raka Rizky Aeni, Ida Agus Wahyudin Agus Wahyudin Ahmad Syahrul Fauzi Algifari Algifari, Algifari Ali, Noor Faqih Udin Alifah, Atifatul Amir Mahmud Anisa Septiani Aenul Fajriah Anna Kania Widiatami Ardyansyah, Faisal Arif Wahyu Wirawan, Arif Wahyu Asep Purwo Yudi Utomo Asrori Asrori Aulia Rizky Nur Ruwita Aziza, Maghfira Nur Bakar, Syarifah Mastura Syed Abu Bangkit Candra Birama, Bangkit Candra Baswara, Satsya Yoga Bayu Bagas Hapsoro, Bayu Bagas Budiantoro, Risanda Christian Wiradendi Wolor Daffa, Muhammad Daud, Norzaidi Mohd Destiya Laelatul Azizah Dhifah Amaliyah Fadli Dwi Puji Astuti Dwi Puji Astuti Ervie Sabrina Nuari Fachrurrozie Fachrurrozie, F Fadhilah Mahanani Saputri fatimah Fatimah Fiki Nushrotul Hafidh Fikriyah, Minkhatul Hardi Saputro, Iwan Harsono Harsono Hartanto, Dadi Hasan Mukhibad Heri yanto Heri Yanto Hidayatun Toyibah Priyati Istu Utami Hobar, Abdul Hoo, Wong Chee Ida Nur Aeni Ilma Anisaturizqi, Ilma Indah Anisykurlillah Indah Fajarini Sri Wahyuningrum, Indah Fajarini Sri Isnarto, Isnarto Jarot Tri Bowo Santoso Kardoyo Khasan Setiaji Khasanah, Nasriatun Kiswanto Kiswanto Kiswanto, Kiswanto Kustini, Sri Kusumantoro Kusumantoro Kusumantoro, Kusumantoro Mahardika, Aura Aglis Maulida, Winda Nurul Maylia Pramono Sari Maylia Pramono Sari Minkhatul Fikriyah Muhammad Feriady, Muhammad Muhammad Wahyudi Muhsin Muhsin Muhsin Muhsin Muhsin, Muhsin Mukhibab, Hasan Munirah, Anisatul Narenda, Alfa Narendra Utama W, Narendra Utama Ngabiyanto - Niam, Sufa’ah Hurumun Nilam Nathania Nor, Fakhrudin Novanty, Ine Nugroho, Aditya Surya Nugroho, Rosyid Wahyu Nur Hidayati Nurdian Susilowati Oki Anggaeni Partono Thomas Prabowo Yudo Jayanto PUJI LESTARI Rababah, Mahmoud Ali Raharjo, Teguh Hardi Raharjo, Teguh Hardi Raharjo Rahayu Lestari Ratieh Widhiastuti Rediana Setiyani, Rediana Reza Dwi Kumala Risanda A. Budiantoro Risanda Alirastra Budiantoro Risnaeni Risnaeni, Risnaeni Rizqi Fajarwati, Baihaqi Rokhani, Sri S Martono S Martono Safitri, Diyah Salis, Abdul Rozaq Sari, Puji Novita Satsya Yoga Baswara Sejati, Adif Akbar Selawati Septianingtyas Septiana, Duwi Setiawan, Fadli Arif Setiawati Setiawati Shahtaz Twanneke Henga Putri, Shahtaz Twanneke Henga Sifa Farida, Sifa Siti Fatimah Siti Fatimah Siti Nurdianti, Siti Sri Kustini Subarkah, Afri Subkhan Subkhan Sulhadi Sumiadji - Susanti, NilaYunita Sutikno Sutikno Syafa Azmi Muazaroh Syamsu Hadi Tri Jatmiko Wahyu Prabowo, Tri Jatmiko Wahyu Triwidisari, Asri Umi Thoifah Amalia, Umi Thoifah Usep Suhud Wedadjati, Ratna Sesotya Wicaksono Adi Nugroho, Wicaksono Adi Widiatami, Anna Widiyanto Widiyanto Widiyanto Widiyanto Widiyanto Widiyanto Widiyanto Widiyanto Wiji Astuti Yee, Loo Shu Yozi Aulia Rahman, Yozi Aulia Zikir Zibran Firdaus