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All Journal JURNAL PENDIDIKAN TAMBUSAI Journal on Education JURNAL LENTERA BISNIS Management Studies and Entrepreneurship Journal (MSEJ) International Journal of Demos Jurnal Scientia JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Jurnal Pengabdian Mandiri Elektriese: Jurnal Sains dan Teknologi Elektro Jurnal Sistim Informasi dan Teknologi Innovative: Journal Of Social Science Research Journal of Information System, Technology and Engineering Journal of Innovative and Creativity Pharmaceutical Science Journal
Ilham Arief
STIKes Widya Dharma Husada Tangerang
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Automotive Engineering Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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ANALISIS PENGARUH E-WOM, PEMASARAN DIGITAL DAN KUALITAS KONTEN MEDIA SOSIAL TERHADAP BRAND AWARENESS Victor Lamboy Sinaga; Vivid Violin; Mozart Malik Ibrahim; Fildzah Shabrina; Ratu Nadya Wahyuningratna; Ilham Arief
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1453

Abstract

This study investigates the impact of electronic word-of-mouth (e-WOM), digital marketing, and social media content quality on brand awareness. A quantitative approach was employed, utilizing a questionnaire survey of 100 consumers. Multiple linear regression analysis revealed a significant and positive relationship between each independent variable (e-WOM, digital marketing, and social media content quality) and the dependent variable (brand awareness). The findings suggest that company management should adopt strategic measures to enhance brand image, thereby fostering positive e-WOM. This can be achieved by consistently maintaining and improving product quality, increasing product reliability through strengthened production and logistics systems, and providing excellent after-sales service.
Analysis of the Influence of Live Streaming Interactivity, Perceived Usefulness, and Trust in Platform on Generation Z's Social Commerce Purchase Intention Ilham Arief; Tyahya Whisnu Hendratni; Riesna Apramilda; Andriya Risdwiyanto; Apriani Riyanti; Tanti Widia Nurdiani
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.4112

Abstract

This study was conducted to examine the extent to which interactivity in live streaming, perceived usefulness, and trust in the platform influence Generation Z's purchase intention in the context of social commerce in Indonesia. This study used a quantitative approach through a survey method with 150 purposively selected participants. The participants were aged 18 to 28, actively using social commerce platforms for at least the past six months, had participated in product live streaming sessions, and had experience or desire to shop through the platform. Prior to multiple linear regression analysis, the data were tested through a series of classical assumption tests including normality, heteroscedasticity, and multicollinearity tests. The results showed that all instruments used met the criteria for validity, reliability, and statistical assumptions. Overall, the three independent variables were proven to have a significant effect on purchase intention. Partial analysis also showed that each variable had a positive effect, meaning that the more active the interaction in live streaming, the greater the perceived benefits for users, and the higher the level of trust in the platform, the stronger Generation Z's purchase intention in the context of social commerce.
Co-Authors Abdul Tahir Afrizal Afrizal Alifian Nugraha Almira Ulimaz Amanda Rachim Andriya Risdwiyanto Andy Ismail Anita Bawaiqki Wandanaya Asri Ady Bakri Balla Wahyu Budiarto Bekti Setiadi Budi Akhmad Tarigan Caka Gatot Priambodo Cindy Sandra Lumingkewas Dasep Supriatna desi kristanti, desi Desty Endrawati Subroto Didik Cahyono Etty Yusrika Fitri Faisal Abubakar Fildzah Shabrina Frans Sudirjo Gamar Al Haddar Handy Ferdiansyah Hendy Tannady Hisnol Jamali Ichsan Ichsan Israwaty Israwaty Iwan Henri Kusnadi Jimmy Nganta Ginting Johannis Siahaya Joko Ariawan Kraugusteeliana Kraugusteeliana Kusumowardani L.M. Zulfahrin UZ La Mema Parandy Liana Zulfa M. Novan Saputra Mohzana Mozart Malik Ibrahim Muhammad Reza Aulia Muhammad Subandi Mukhtar Efendi Mutmainnah, Muthia NURUL KARTIKASARI Nurul Kartikasari Nurul Komaria Rachmadi Indrapraja Rachmat Kamaluddin Ratih Pratiwi Ratna Ayu Pawestri Kusuma Dewi Riesna Apramilda Rifqi Sonia Putra Riyanti, Apriani Rudy Rudy Sahat Simbolon Saut Maruli Tua Pandiangan Singgih Prastawa Siti Annisa Wahdiniawati Siti Nuridah Sofyan Oktavian Tubagus Sri Hartati Sri Winingsih W.A Sugisman Sugisman Suharyatun Suharyatun Sulastri Sidabutar Sulistyo Budi Utomo Susi Indriyani Syarifuddin Syarifuddin Tanti Widia Nurdiani Tirwan Tyahya Whisnu Hendratni Victor Lamboy Sinaga Vivid Violin Wahyuningratna, Ratu Nadya Yoesoep Edhie Rachmad Yoseb Boari Yudho Kusworo