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All Journal Vicratina : Jurnal Ilmiah Keagamaan E-JRM Pena Dimas: Jurnal Pengabdian Masyarakat
Rahmawati Rahmawati
Universitas Islam Malang
Religion Economics, Econometrics & Finance Education Public Health Social Sciences Other

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Pengaruh Iklan Instagram, Content Marketing, Interaktivitas Media Sosial Terhadap Minat Menggunakan Jasa BLOOMS Wedding Organizer Dimas Maulana Afwaroh; Muhammad Ridwan Basalamah; Rahmawati Rahmawati
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The rapid growth of the wedding organizer industry in Indonesia has intensified competition, encouraging firms to adopt effective digital marketing strategies. Instagram has become a dominant platform due to its visual advertising features, content marketing capabilities, and interactive communication with potential consumers. This study aims to analyze the influence of Instagram advertising, content marketing, and social media interactivity on consumers’ intention to use BLOOMS Wedding Organizer services in Malang City. The research is grounded in the Theory of Reasoned Action, which explains that behavioral intention is formed through attitudes and subjective norms shaped by marketing stimuli.This study employed a quantitative associative research design. Data were collected using an online questionnaire with a Likert scale distributed to 104 Instagram users aged 20–35 years who were familiar with BLOOMS Wedding Organizer. Purposive sampling was applied to ensure respondent relevance. Data analysis was conducted using multiple linear regression with SPSS, supported by validity tests, reliability tests, classical assumption tests, and hypothesis testing. The results indicate that Instagram advertising, content marketing, and social media interactivity have positive and significant effects on consumers’ intention to use BLOOMS Wedding Organizer services. This finding confirms the importance of integrated digital marketing strategies in wedding services industry. Keywords: Instagram Advertising, Content Marketing, Social Media Interactivity, Purchase Intention, Wedding Organizer
Pengaruh Flash Sale, Interaktivitas Host, Dan Fomo Terhadap Impulse Buying Gen Z Pada Tiktok Live Shopping Produk Kecantikan GLAD2GLOW Fadhilah Ma’rifatul Laily; Achmad Agus Priyono; Rahmawati Rahmawati
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 15 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract The development of social media, particularly the TikTok Live Shopping feature, has driven changes in Generation Z’s shopping behavior, especially in the purchase of beauty products. This study aims to analyze the effect of flash sales, host interactivity, and Fear of Missing Out (FOMO) on Generation Z’s Impulse Buying behavior on TikTok Live Shopping for Glad2Glow beauty products. This research employs a quantitative method with an explanatory approach, involving 85 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS. The results show that flash sales, host interactivity, and FOMO simultaneously have a positive and significant effect on Impulse Buying behavior. Partially, flash sales and FOMO have a positive and significant effect, while host interactivity does not show a significant effect on Impulse Buying. These findings indicate that time-limited promotional strategies and psychological encouragement through FOMO play an important role in stimulating Generation Z’s Impulse Buying behavior on the TikTok Live Shopping platform. This study is expected to serve as a consideration for companies, particularly the Glad2Glow brand, in designing effective marketing strategies through TikTok Live Shopping. Keywords: Flash sale, Host Interactivity, Fear of Missing Out (FOMO), Impulse Buying, TikTok Live Shopping
Co-Authors Achmad Agus Priyono Adimas Ryandaru Ahmad Rizqi Al Aisar Alivia Nur Yuana Alvia Balqis Ananda Anisia Damayanti Avid Styagung Azhar Haq Basalamah, Muhammad Ridwan Budi Wahono Dian Mohammad Hakim Dimas Maulana Afwaroh Fadhilah Ma’rifatul Laily Fitria Ana Lestari Fredella Adyuta Hartoyo Maghfirotun Ajron Karimah Muhammad Aghistni Maulana Salsabil N. Rachma Nadiah Putri Salsabila Noval Fadillah Putra Pardiman Pardiman Rendy Satrio Wicaksono Ririz Della Nur Aini Rois Arifin Ronny Malavia Mardani Septi Dwi Nenggar Sari Shega Erik Wicakosno Siti Asiyah Suci Lakuning Tyas Sunaryo, Hadi Wahyu Aerico Berliando Yulia Feby Aowahilwa