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All Journal Akuisisi : Jurnal Akuntansi Briliant: Jurnal Riset dan Konseptual JURNAL PENDIDIKAN TAMBUSAI Jurnal Pendidikan Ekonomi (JURKAMI) Journal of Humanities and Social Studies Journal of Education, Humaniora and Social Sciences (JEHSS) Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam Inovasi: Jurnal Ilmiah Ilmu Manajemen Management Studies and Entrepreneurship Journal (MSEJ) Enrichment : Journal of Management RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL Jurnal Pengabdian kepada Masyarakat Nusantara Batara Wisnu : Indonesian Journal of Community Services Society : Jurnal Jurusan Tadris IPS Bhakti Nagori (Jurnal Pengabdian kepada Masyarakat) International Journal of Economics (IJEC) Innovative: Journal Of Social Science Research Jurnal Keuangan dan Bisnis IIJSE
Zumrotul Fitriyah, Zumrotul
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : IIJSE

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The Influence of Brand Ambassador and Content Marketing on Decisions to Purchase Ultra Milk Products (Case Study of Instagram Users in Surabaya) Putri, Betaria Novila Ananda; Fitriyah, Zumrotul
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 1 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i1.5486

Abstract

This study was conducted to determine and understand how Brand Ambassadors and content marketing affect consumer purchasing decisions to buy Ultra Milk milk. In the current era, many companies use K-pop Brand Ambassadors and content marketing to promote their products on social media platforms, one of which is Instagram. It is hoped that this research will be useful as a reference in future research. The method used in this study uses SEM techniques with a quantitative approach and purposive sampling method using a Likert scale. The results showed that the Brand Ambassador variable did not have a significant influence on purchasing decisions. In contrast to the content marketing variable which has a significant influence. The implication of the results of this study is the importance of companies in optimising the role of Brand Ambassadors in marketing Ultra Milk milk products and maintaining and developing Content Marketing strategies.
The Influence of Live Streaming Shopping, Twin Date Promotion, and E-WOM on Gen Z Shopee Users' Impulse Buying in Surabaya Salwanisa, Estetia Adistsany; Fitriyah, Zumrotul
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5480

Abstract

This study explores how live streaming shopping, twin event promotions, and E-WOM impact impulse buying behavior among Gen Z users of the Shopee e-commerce platform. It is intended to serve as a scholarly reference for future research. The study employed a quantitative descriptive approach, utilizing Partial Least Squares (PLS) for data analysis. The results suggest that while live streaming shopping and E-WOM do not affect impulse buying behavior among Gen Z users of Shopee in Surabaya, twin event promotions contribute to their impulse buying behavior.
Co-Authors Akbar, M. Rizal Alifia, Firza Tsamara Cahyani Arianto, Dita Charolina Evangelista Fu’adah, Farhah Ika K.W, Nuruni Indra, Ramadhan Izaak, Wilma Cordelia Kurniawan, Kevin Adi Kusuma Wardhani, Nuruni Ika Mei Retno Adiwaty Melias Banta Sebayang, Anjesaya Mutiara Rahayu mutmainah, Lail Nasru Mutma'innah Nurkholish Majid Nurul Izzah, Berliana Nuruni Ika KW Pamungkas, Syahrul Ardi Putri, Betaria Novila Ananda Raharjo, Raden Johnny Hadi Rahma Wati, Novi Rahmawati, Hertika Rahmawati, Nur Anisa Safitri, Dian Ayu Salwanisa, Estetia Adistsany Saputra, Anang Rizqi Satria, Tegar Sugeng Purwanto Supriyono Supriyono Wardhani, Nadya Puspita Wiyanti, Fiana Dwi