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All Journal Sodality: Jurnal Sosiologi Pedesaan Sains Manajemen:Jurnal Manajemen UNSERA Jurnal Manajemen
Novia Indah Lestari
Unknown Affiliation
Arts Humanities Decision Sciences, Operations Research & Management Environmental Science Social Sciences

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Peran Beauty Influencer Dalam Meningkatkan Minat Beli Produk Make Up Pada Generasi Z Indah Lestari, Novia; Ramadani, Mery; Noor Syrah, Anniba; Anggreini, Stevany
Sains Manajemen: Jurnal Manajemen Unsera Vol. 9 No. 2 (2023): Sains Manajemen: Jurnal Manajemen Unsera
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/sm.v9i2.8044

Abstract

In recent years, the development of commercial communications and live broadcast events on television has attracted a lot of attention from the public, especially the younger generation. Is a Trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers, many artists or athletes getting involved with the product and delivering their reviews so that many target audiences. We call beauty influencers. Currently, generation Z will tend to look at reviews from beauty influencers before they buy a product. This research aims to see the effect of beauty influencers on customer purchase intention in cosmetic products. This research on Generation Z. The sample was 100 respondents using purposive sampling. The data will be processed using regression. The results show that the role of beauty influencers can increase the purchase intentions of Generation Z partially or simultaneously and influences 87.6% and the remaining 12.4% is influenced by other variables not examined in this research. Keywords : beauty influencer, purchase intention, gen z
Gender Analysis in Women’s Group Saving and Loans Program (SPP) Indah Lestari, Novia; Agusta, Ivanovich
Sodality: Jurnal Sosiologi Pedesaan Vol. 1 No. 2 (2013): Sodality: Jurnal Sosiologi Pedesaan
Publisher : Departement of Communication and Community Development Sciences, Faculty of Human Ecology

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (357.08 KB) | DOI: 10.22500/sodality.v1i2.9397

Abstract

Program simpan pinjam untuk kelompok perempuan (SPP) merupakan program pengembangan ekonomi yang diimplementasikan bagi perempuan. Analisis gender yang digunakan dalam penelitian ini yaitu Teknik Analisis Harvard untuk menganalisis profil aktivitas atau curahan waktu kerja responden berdasarkan kegiatan produktif, sosial, dan reproduktif, dan menganalisis profil akses dan kontrol terhadap sumberdaya dan manfaat. Penelitian ini menggunakan data kuantitatif dan didukung dengan data kualitatif. Tujuan dari penelitian ini adalah menganalisis curahan waktu kerja laki-laki dan perempuan serta pola pengambilan keputusan terhadap pemanfaatan dana pinjaman dan pengelolaan usaha pada rumah tangga, mengetahui pengaruh karakteristik responden terhadap curahan waktu kerja dan pola pengambilan keputusan rumah tangga terhadap pemanfaatan dana pinjaman dan pengelolaan usaha, menganalisis kondisi sosial-ekonomi rumah tangga peserta SPP sebelum dan sesudah mengikuti program, dan mengetahui pengaruh curahan waktu kerja serta pola pengambilan keputusan rumah tangga terhadap pemanfaatan dana pinjaman dan pengelolaan usaha peserta SPP terhadap kondisi sosial-ekonomi. Hasil dari penelitian menunjukkan bahwa tipe pengambilan keputusan dalam peminjaman dan pengelolaan usaha didominasi oleh perempuan. Kata kunci : Kondisi Sosial Ekonomi, Simpan Pinjam untuk Kelompok Perempuan, Teknik Analisis Harvard
Pengaruh Fashion Influencer TikTok Terhadap Minat Beli Produk Fashion Wanita Pada Kalangan Remaja Dita Putri, Dianti; DWI, NURINA; Indah Lestari, Novia
Jurnal Manajemen Vol. 15 No. 1 (2025): Jurnal Manajemen
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/vt4h0x77

Abstract

The emergence of fashion influencers is considered a key factor in contemporary digital marketing trends. This study examines the influence of TikTok fashion influencer Nazwa Adinda on the purchasing interest in women's fashion among teenagers in the Pandeglang District. The research utilizes a quantitative approach, which is conducted through a survey using a questionnaire distributed by Google Forms. The population consists of 21,947 individuals and includes 100 samples, selected using purposive sampling based on the Slovin calculation. This research is grounded in the AIDDA theoretical framework. The results indicate a significant influence of TikTok fashion influencer Nazwa Adinda on the purchasing interest in women's fashion among teenagers in the Pandeglang District, accounting for 63%, while the remaining 37% is influenced by other factors not examined in this study. Keywords: Fashion Influencer, TikTok, AIDDA, Purchase Intention.
Co-Authors Anggreini, Stevany Dita Putri, Dianti DWI, NURINA Ivanovich Agusta Noor Syrah, Anniba Ramadani, Mery