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All Journal Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA) Jurnal Riset Multidisiplin Edukasi
Bagastya Christian Santoso
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Agriculture, Biological Sciences & Forestry Computer Science & IT Education Health Professions Social Sciences Other

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RESPON KONSUMEN GENERASI Z TERHADAP PENGGUNAAN ARTIS KOREA SEBAGAI BINTANG IKLAN E-COMMERCE INDONESIA Nikita Febri Leana; Ni Putu Siska Yanti; I Made Agus Riski Andika; Ni Nyoman Erlinda Dewi; Bagastya Christian Santoso; Putu Chris Susanto
Seminar Ilmiah Nasional Teknologi, Sains, dan Sosial Humaniora (SINTESA) Vol 5 (2022): PROSIDING SINTESA
Publisher : LPPM Universitas Dhyana Pura

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (841.029 KB)

Abstract

ABSTRAKDunia periklanan di Indonesia sedang mengalami fenomena penggunaan artis Korea Selatan sebagai Brand Ambassador dengan mengkapitalisasi fenomena Korean wave untuk menarik minat belanja konsumen, tidak terkecuali pada industri E-commerce. Semakin maraknya trend musik Korean Pop (K-Pop) di Indonesia membuat beberapa situs marketplace Indonesia berlomba-lomba untuk berkolaborasi dengan berbagai idola asal Korea. Penelitian ini menganalisis respon konsumen generasi Z terhadap penggunaan artis Korea sebagai bintang iklan E-commerce Indonesia. Riset berbasis media visual ini dilakukan dengan menggunakan metode photo elicitation dengan butir-butir pertanyan semi-terstruktur untuk memperoleh respon kualitatif partisipan melalui wawancara. Penulis menampilkan foto terkait bintang iklan E-commerce sebagai visualisasi dengan 8 orang responden Generasi Z yang tergolong sebagai penggemar maupun non-fans artis Korea. Hasil penelitian menunjukkan respon konsumen Generasi Z terhadap penggunaan artis Korea dari perspektif yang berbeda dan bagaimana pengaruh artis Korea terhadap ketertarikan dan purchase intention terhadap perusahaan E-commerce Indonesia. Dampak positif penggunaan artis Korea sebagai Brand Ambassador Ecommerce di Indonesia dari perspektif pembeli Generasi Z, khususnya bagi penggemar (fans) K-pop mereka sangat senang bahwa idol mereka bisa menjadi Brand Ambassador E-commerce Indonesia sedangkan bagi bukan penggemar K-Pop lebih memberikan dampak netral atau cenderung positif.Kata kunci: Generasi Z, artis Korea, e-commerce, photo elicitation, perilaku konsumen
Short Videos, Big Impact: Strategic Competitive Advantage in the Attention Economy Bagastya Christian Santoso
Jurnal Riset Multidisiplin Edukasi Vol. 3 No. 5 (2026): Jurnal Riset Multidisiplin Edukasi (Mei 2026)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v3i5.1990

Abstract

Short-form video has moved well beyond content format. In an attention economy where every second a user spends on a screen is a resource actively competed over the question is no longer whether a business needs to be on short-form platforms, but whether that presence can generate something competitors genuinely cannot replicate. This article answers that through a systematic literature review combined with platform-level analysis. The comparison of TikTok, Instagram Reels, and YouTube Shorts goes deeper than a feature list: each platform runs on a different algorithmic logic and content-distribution architecture, which means a strategy that works in one ecosystem tends to underperform when transplanted to another. The literature is also consistent on what actually produces durable advantage not production technology or posting frequency, but consistency of content and authenticity of voice. Unglamorous to talk about, which is precisely why they are so hard to copy. The Bali context adds a dimension the global literature largely skips. Local SMEs hold real content assets cultural specificity, craft processes, landscapes with documented appeal to global audiences. Yet the gap between that potential and what most businesses actually extract from these platforms remains wide. Not from lack of motivation. More from limited digital literacy, absent content infrastructure, and no strategic framework to work from. This article proposes a framework connecting attention economy theory, dynamic capabilities, and platform-based content strategy designed to be usable, not just citable.
Co-Authors I Made Agus Riski Andika Ni Nyoman Erlinda Dewi Ni Putu Siska Yanti Nikita Febri Leana Putu Chris Susanto