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All Journal Jurnal Media Wahana Ekonomika JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS Ekonomi dan Bisnis Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Yumary: Jurnal Pengabdian kepada Masyarakat Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) Jurnal Kolaboratif Sains Studi Akuntansi, Keuangan, dan Manajemen MES Management Journal Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Electronic Journal of Education, Social Economics and Technology Tadulako International Journal of Applied Management (TaJAM) Sammajiva: Jurnal Penelitian Bisnis dan Manajemen PROSIDING SEMINAR NASIONAL PENELITIAN DAN PENGABDIAN KEPADA MASYARAKAT (SNPPM) UNIVERSITAS MUHAMMADIYAH METRO Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Jurnal Nuansa: Publikasi Ilmu Manajemen dan Ekonomi Syariah Jurnal Inovasi Bisnis Indonesia (JIBI) Journal of Islamic Digital Economics and Management Al-Hayat: Natural Sciences, Health & Environment Journal Journal Economic Excellence Ibnu Sina Jurnal Ekonomi dan Pembangunan Indonesia Indonesian Journal of Community Empowerment Sasambo: Jurnal Abdimas (Journal of Community Service) The Journal of Management, Digital Business, and Entrepreneurship Journal of Humanities, Community Service, and Empowerment
Zakiyah Zahara
Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Tadulako
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Veterinary Other

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THE INFLUENCE OF SOCIAL MEDIA INTERACTION AND DIGITAL PROMOTION ON TIKTOK ON ADIDAS PURCHASE DECISIONS AMONG GEN Z IN PALU CITY Nurcaya Zahra; Zakiyah Zahara; Elimawaty Rombe; Setiawan Mandala Putra
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 6 No. 2 (2026): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v6i2.4948

Abstract

This study aims to analyze the influence of social media interactions through the TikTok Shop feature and digital promotions on purchasing decisions for Adidas products with brand awareness as an intervening variable among Generation Z in Palu City. The research method uses a quantitative approach with purposive sampling techniques and data processing through PLS-SEM 4.0. The results show that social media interactions and digital promotions have a positive and significant effect on brand awareness and purchasing decisions. Brand awareness also has a significant effect on purchasing decisions and mediates the relationship between social media interactions and digital promotions on purchasing decisions. These findings confirm that interaction-based promotional strategies and creative content on TikTok are effective in increasing brand awareness and driving consumer purchasing decisions.
Harga, Merek dan Kualitas Motor Bekas Terhadap Keputusan Pembelian Showroom Jawa Motor Rizky, Anang Rizky Nugraha; Zakiyah Zahara; Syamsul Bahri Dg. Parani; Sri Wanti
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 1 (2025): Juli
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i1.4309

Abstract

Purpose: This study aimed to analyze the influence of price, brand, and product quality on consumer purchasing decisions at the Jawa Motor Showroom in Palu City.. Methodology/approach: Using a quantitative approach, data were collected through a questionnaire involving 120 respondents who had purchased used motorcycles at a showroom. The testing in this study used multiple linear regression analysis using the SPSS application. Results/findings: The study found that price, brand image, and product quality significantly influenced consumer purchasing decisions. Competitive pricing attracts cost-conscious buyers, a strong brand enhances trust and perceived value, and high product quality assures satisfaction. Together, these factors explain 86.4% of the variance in consumer decisions, highlighting their dominant role in shaping purchasing behaviors. Conclusions: Businesses that offer competitive pricing, maintain a strong brand reputation, and ensure product quality are more likely to influence consumer purchase decisions. Limitations: The study was limited to one used motorcycle showroom, namely the Jawa Motor Showroom in Palu City; therefore, the results cannot be generalized to other used motorcycle showrooms in Palu City. Contribution: This study contributes to the development of effective marketing strategies for business actors in the field of used motorcycle sales.
The Effect of Price Perception, Digital Promotion, and E-WOM on Consumer Satisfaction Maxim Palu Gunawan, Gunawan; Adam, Rosida P.; Zahara, Zakiyah; Palawa, Muh. Riswandi
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.v5i3.5497

Abstract

Purpose: This study aims to analyze the influence of price perception, digital promotion, and electronic word of mouth (E-WOM) on consumer satisfaction with Maxim online motorcycle taxi services in Palu City. The research seeks to identify the dominant factors affecting consumer satisfaction in the competitive online transportation market. Methodology/approach: A quantitative method was applied using a questionnaire distributed to 65 respondents who had used Maxim services at least once. The sampling technique was incidental sampling. Data were analyzed using multiple linear regression with SPSS 25, preceded by validity, reliability, and classical assumption tests to ensure data feasibility. Results/findings: The findings reveal that price perception and digital promotion exert a negative but insignificant impact on consumer satisfaction, whereas electronic word of mouth (E-WOM) demonstrates a positive and significant influence. This indicates that online reviews and recommendations contribute more substantially to consumer satisfaction compared to pricing or promotional efforts. Collectively, these three variables account for 17% of the variation in consumer satisfaction levels. Conclusions: Consumer satisfaction with Maxim services in Palu City is primarily driven by E-WOM rather than pricing or digital promotion factors, highlighting the importance of digital interaction and customer feedback in building satisfaction. Limitations: This study was limited to respondents in Palu City; future research should include broader areas and additional factors such as service quality or brand image. Contribution: The findings provide managerial insight for Maxim to strengthen online engagement and digital reputation management to enhance customer satisfaction.
Co-Authors Abd. Rasyid Syamsuri Abdul Fahri Sakti Ali Tuasikal Abdullah, Muhammad Ikbal Adfiyani Fadjar Adhe Istiana Ikramawati Andi Indriani Ibrahim Andini, Siti Aisyah Anugrah Dwilaksana Ardiansyah Argenia, Yohana Asngadi Asngadi Asriadi Asriadi Asriadi Auriza, Moh. Zeylo Cendana, Amanda Puspa Darman, Darman Darman, Darman Dasriana Dasriana Dewi Sinta Dwiwijaya, Kadek Agus Dzar Algifari Eka Ayu Savitri Elimawaty Rombe Faikaturrahma Fajar Surya Alamsyah Farid Farid Farid Farid Farid, Farid Fera Fera Fera Fitriah Hartanti Giffary Alfaiz Gunawan Gunawan Hasmawati Hasmawati Hasrul Ahmad Hastuti Habir Hesti Evrianti idiljan, Desri komala sari Ihksan, Ihksan IRA NURIYA SANTI Juliana Kadang Khairunnisa, Gina Laorensia Yolanda Sundah Lestari, Riska Nining Listiani, Putri Magfira, Magfira Malarante, Narita Mardani, Mohammad Maskuri Sutomo Masliati Moh. Ali Murad Moh. Zeylo A. Mohammad Ega Nugraha Mohammad Zeylo Auriza Muh. Riswandi Palawa MUH. YUNUS KASIM, MUH. YUNUS KASIM Muhammad Riswandi Palawa4 Muslimin Muslimin Muslimin Muslimin Muslimin Muslimin Muslimin Muzakir N., Cikal Rambasae Nilah Karnillah Putri Nirwan Nirwan Nur Asrawati Nur Risky Islianty Nurcaya Zahra Octaviana, Eva Oktavianus Palawa, Muh. Riswandi Parani, Syamsul Bahri Dg. Parubak, Banyamin Pina Pina Ponirin Ponirin Ponirin Ponirin Ponirin Ponirin, Ponirin Rahmawati Ramlah Rifni, Andi Rismawati Risnawati Risnawati Rizky, Anang Rizky Nugraha Rosida P. Adam Sabir, A. Amalia Almaidah Santi, Ira Nurya Sardini Sardini Setiawan Mandala Putra Siti Aisyah Siti Nurhaliza Sri Ayu Suci Maharani Sri Wahyuni Sri Wanti Sri Wanti Suardi Suardi Sukmawati Sukmawati Sulistia Sulistia Suryadi Hadi Syamsiar, Syamsiar Syamsul Bachri Syamsul Bachri Syamsul Bahri Dg. Parani Syamsul Dg. Parani Tambaru, Rachman Tediy Adrian Hermansyah USWATUN HASANAH Wanti, Sri Wiri Wirastuti Yulianti Dwi Astuti