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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Keuangan dan Perbankan JAM : Jurnal Aplikasi Manajemen EQIEN - JURNAL EKONOMI DAN BISNIS PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Business Management Analysis Journal (BMAJ) Tourism: Jurnal Travel, Hospitality, Culture, Destination, and MICE COMMICAST Journal of Management and Entrepreneurship Research International Journal of Management Science and Information Technology (IJMSIT) J-ESA (Jurnal Ekonomi Syariah) EKONOMIKA45 Studi Akuntansi, Keuangan, dan Manajemen ASEAN Marketing Journal Journal Research of Social Science, Economics, and Management Amkop Management Accounting Review (AMAR) International Journal of Multidisciplinary Research of Higher Education (IJMURHICA) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Indonesian Journal of Economics, Business, Accounting, and Management
Ratna Roostika
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Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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User Satisfaction with Shopee Chatbot:: An Extended TAM with Perceived Convenience as an Intervening Variable Nita, Nita; Roostika, Ratna
Amkop Management Accounting Review (AMAR) Vol. 6 No. 1 (2026): January - June
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/amar.v6i1.3475

Abstract

This study aims to analyze the effect of the Technology Acceptance Model (TAM) on user satisfaction, with perceived enjoyment serving as a mediating variable. The population of this study consists of all Shopee users in Indonesia who have interacted with the Shopee Chatbot. The sample includes Shopee users who have had experience interacting with the Shopee Chatbot. The research data were analyzed using SmartPLS. The results indicate that perceived usefulness (PU) has a positive and significant effect on user satisfaction, while perceived ease of use (PEOU) shows a positive effect but is not statistically significant. Perceived enjoyment (PE) also has a positive and significant influence on user satisfaction. In addition, perceived usefulness and perceived ease of use have positive and significant effects on perceived enjoyment. Furthermore, this study reveals that perceived enjoyment, as a mediating variable, successfully mediates the relationship between the Technology Acceptance Model and user satisfaction.
Analysis of the Implementation of Business-To-Business (B2B) Marketing Strategy in Client Acquisition Efforts at PT Talenta Sinergi Group Firmansyah, Fikri; Roostika, Ratna; Maulana, Fahmi
Journal Research of Social Science, Economics, and Management Vol. 5 No. 7 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i7.1350

Abstract

The development of digital transformation has increased the demand for talent in the technology field, leading to stronger competition among talent service providers and the need for more targeted marketing strategies. This research aims to analyze Business-to-Business (B2B) marketing strategies at Upscale, focusing on the application of Segmenting, Targeting, Positioning (STP), Marketing Mix (4P), and email marketing as the main promotional channel. This study employs a qualitative approach, with data collected through interviews, observations, and documentation during the internship period at Upscale. The results show that the STP strategy is implemented by segmenting the market based on recruitment activities on online portals to target credible companies in need of technology talent, while positioning Upscale as an integrated service provider. The marketing mix is executed through talent solution and infrastructure setup offerings, flexible pricing based on project complexity, service distribution without geographical limitations, and digital promotion primarily relying on email marketing. The email marketing strategy is carried out through stages of identification, verification, and the delivery of personalized mass messages; however, its implementation is still constrained by the quality of contact data and the high volume of promotional emails.
The Mediating Role of Trust in Generation Z’s Intention to Use AI-Based Career Preparation Systems Kamil, Camelia; Roostika, Ratna
International Journal of Multidisciplinary Research of Higher Education Vol 9 No 2 (2026): (April) Theme Education, Religion Studies, Social Sciences, STEM and Economic Dev
Publisher : Islamic Studies and Development Center in Collaboration With Students' Research Center Universitas Negeri Padang

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Abstract

This study investigates the adoption behavior of Generation Z in using artificial intelligence as a career preparation assistant by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) with Information Quality and Trust. The research examines how information quality shapes performance expectancy and trust, and how performance expectancy, effort expectancy, social influence, facilitating conditions, and trust influence the intention to continue using AI-based career tools. A quantitative explanatory design with exploratory elements was employed. Data were collected via an online questionnaire distributed to Generation Z individuals who have used AI for career-related activities, yielding 213 valid respondents. The data were analyzed using PLS-SEM. The findings reveal that information quality significantly enhances both performance expectancy and trust. Performance expectancy, social influence, and facilitating conditions had significant positive effects on the intention to continue using AI for career preparation. Trust also demonstrated a crucial mediating role in reinforcing continued usage intention. Meanwhile, effort expectancy did not significantly affect intention to continue. Overall, the results highlight the importance of delivering accurate, relevant, and reliable AI-generated information and building user trust to support sustained AI adoption among Generation Z. These insights provide practical guidance for developers, educators, and career service providers in optimizing AI systems to strengthen long-term engagement.
Social Media Marketing and iPhone Repurchase Intention: The Roles of FOMO and Materialism Zahra, Fatimah Az; Roostika, Ratna
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i3.5485

Abstract

Purpose: This study applies the stimulus–organism–response (S-O-R) framework to examine how Social Media Marketing Effectiveness (SMME) influences iPhone repurchase intention among Generation Z consumers in Indonesia, focusing on the mediating roles of Fear of Missing Out (FOMO), social comparison, and materialism. Methodology: Data were collected through an online questionnaire distributed to 285 Indonesian iPhone users who actively used social media. The proposed model was tested using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach via SmartPLS. Results: The findings indicate that SMME significantly enhances FOMO, whereas social comparison positively influences both FOMO and materialism. However, FOMO did not significantly affect repurchase intention. In contrast, materialism has a significant positive effect on repurchase intention, indicating that it represents a stronger and more stable psychological pathway for repeat purchasing behavior than FOMO. Conclusions: The results suggest that while social media marketing can activate short-term emotional responses such as FOMO, more enduring value orientations such as materialism play a more decisive role in shaping repurchase intentions for high-involvement symbolic products such as iPhones. Limitations: This study relied on cross-sectional, self-reported data from Indonesian consumers, which limits causal inference and generalizability to other product categories or cultural contexts. Contributions: This study extends the S-O-R framework by contrasting short-term affective and long-term value-based psychological mechanisms in explaining repurchase intention, offering both theoretical insights and practical guidance for social media marketing strategies.
Co-Authors Anas Hidayat, Anas Andriyastuti Suratman, Andriyastuti Anggi Putri Jelita Audia Shifa Alifiana Bafadal, Amalia Chandra, Laksmita Christin Susilowati Dhiya Shafa Nabila fikri firmansyah Kamil, Camelia Kusumawati, Rizqi Adhyka Mauladi, Fachmi Ahmad Maulana, Fahmi Muafi, ' Muhammad Addien Riski Muhammad Suyanto, Muhammad Nasution, Hanny Nita Nita Punik Mumpuni Wijayanti Syakhira Iswan, Zahra Titik Kuntari Valentino, Calvin Wahyuningsih Wahyuningsih Wardhani, Nugrahani Puspa Wulandari, Alfia Putri Yeni, Yulia H Yulia Hendri Yeni Zaenal Arifin Zahra, Fatimah Az Zakky Fahma Auliya