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All Journal Kinerja: Jurnal Ekonomi dan Manajemen Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JURNAL MANAJEMEN International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Jurnal Ilmu Manajemen Mulawarman (JIMM) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Social Sciences and Technology for Community Service
Heni Rahayu Rahmawati
Faculty Of Economics And Business Mulawarman University, Samarinda
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Other

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DYNAMICS OF GEN Z POLITICAL PREFERENCES: THE ROLE OF E-WOM, DIGITAL POLITICAL ENGAGEMENT, AND POLITICAL LITERACY IN EAST KALIMANTAN Moh. Reza Munandar; Saida Zainurossalamia; Heni Rahayu Rahmawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 6 (2026): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.20177797

Abstract

This study investigates the mechanism underlying the formation of political preferences among Generation Z in East Kalimantan within an increasingly digital political environment. The transformation toward platform-based political communication has intensified the role of user-generated information and online interaction in shaping political orientation. This research aims to examine the effects of electronic word of mouth (e-WOM) and digital political engagement on political preferences, while positioning political literacy as a moderating variable that conditions these relationships. A quantitative approach was employed using survey data collected from Generation Z respondents in East Kalimantan. The analysis applied Structural Equation Modeling–Partial Least Squares (SEM-PLS) to evaluate both direct and moderating effects among variables. The findings indicate that e-WOM and digital political engagement significantly influence the formation of political preferences. Furthermore, political literacy plays a critical moderating role in determining how digital political exposure is translated into stable political orientation. These results demonstrate that political preference formation among Gen Z is not solely driven by exposure to digital information, but also by the individual’s ability to critically evaluate political content. By integrating social influence, digital engagement, and cognitive filtering mechanisms, this study offers a more comprehensive model of political preference formation in the digital era, particularly within a non-metropolitan regional context. The findings also provide practical insights for developing more effective and responsible digital political communication strategies targeting young voters.
THE INFLUENCE OF SOCIAL MEDIA ON RUNNING OUTFIT PURCHASING DECISIONS WITH FEAR OF MISSING OUT (FOMO) AS A MEDIATING VARIABLE Indah Dwi Lestari; Rahmawati; Heni Rahayu Rahmawati
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 7 (2026): JUNE
Publisher : RADJA PUBLIKA

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Abstract

This study investigates the influence of social media on purchasing decisions for running outfits, with Fear of Missing Out (FOMO) as a mediating variable, among running community members in Sangatta, East Kutai Regency. The rapid advancement of digital technology has transformed consumer behavior, particularly through intensive use of social media platforms such as Instagram, TikTok, and Facebook, which serve as primary channels for product information and marketing promotion. In the context of running sports, social media not only shapes consumer preferences but also triggers the psychological phenomenon of FOMO the anxiety of being left behind in terms of trends and community experiences which may further drive purchasing behavior. This research employs a quantitative approach with purposive sampling. Data were collected through structured questionnaires distributed to one hundred and thirty active running outfit consumers aged eighteen to thirty-five years residing in Sangatta. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software, grounded in the Stimulus-Organism-Response (SOR) theoretical framework. The results confirm all four hypotheses. Social media has a positive and significant direct effect on purchasing decisions. Social media also positively and significantly influences the level of FOMO experienced by consumers. FOMO, in turn, has a positive and significant effect on purchasing decisions and emerges as the most dominant predictor in the model. Finally, FOMO significantly mediates the relationship between social media and purchasing decisions, indicating that social media influences purchasing behavior not only directly but also through the psychological mechanism of FOMO. These findings contribute to the digital marketing literature in developing regions of Eastern Indonesia and provide practical insights for sportswear businesses in leveraging social media content strategies effectively.
Co-Authors Al Hidayah, Rahmawati Anggi Oktawiranti Budi Nugroho Herning Indriastuti Indah Dwi Lestari J. Kuleh Mega Ningrum Suwarno Putri Moh. Reza Munandar Nabila Puji Astuti Novia Fitri Yanti Saragih Putra Adi Pradana Putri Zhafira Chairunnisa Rahmawati Rejib Ganda Satrio Robiansyah, Robiansyah Rosalinda Yeang Saida Zainurossalamia Sugeng Hariyadi Syarifah Hudayah Wirasmi Wardhani ZA, Saida Zainurossalamia