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All Journal Journal of Economic, Bussines and Accounting (COSTING) IJEBD (International Journal Of Entrepreneurship And Business Development) OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Ajeng Aquinia
Universitas Stikubank
Economics, Econometrics & Finance Education Social Sciences

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PENGARUH SOCIAL MEDIA MARKETING, BRAND AWARENESS, DAN ELECTRONIC WORD OF MOUTH TERHADAP NIAT BELI Hilda aulia Hilda; Ajeng Aquinia
OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi Vol 7 No 2 (2023): OIKOS: Jurnal Kajian Pendidikan Ekonomi dan Ilmu Ekonomi
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/oikos.v7i2.7070

Abstract

The research objective is to analyze the effect of Social Media Marketing, Brand Awareness, and Electronic Word of Mouth on Purchase Intentions. The research was conducted on consumers who use Samsung Smartphones. Consumers who use Samsung smartphones are determined to be the population of this study. The purposive sampling method was used as a sampling technique and a total of 100 respondents were obtained. Data were analyzed through reliability test with Cronbach alpha. validity test with KMO and Component Matrix, as well as multiple regression analysis. The results of the study found that "there is a significant positive influence on Social Media Marketing, and Electronic Word of Mouth on Purchase Intentions. Meanwhile, Brand Awareness has no effect on Purchase Intentions. Keywords : Social Media Marketing, Brand Awareness, Electronic Word of Mouth
THE ANALYSIS OF GEN Z PURCHASE INTENTION ON TIK TOK LIVE STREAMING Ajeng Aquinia; Kristina Anindita Hayuningtias; Bambang Sutejo; Lie Liana
Journal of Economic, Bussines and Accounting (COSTING) Vol. 7 No. 6 (2024): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i6.12015

Abstract

The findings of this study offer valuable implications for marketers and businesses looking to optimize their strategies on TikTok. This emphasizes the need to harness the effect of celebrity to shape Gen Z’s purchase intention. The research explores the interplay between these variables, providing insight into the complexity of Gen Z’s decision-making process in the digital era and social media marketing. It also sheds light on the mechanism through which trust mediates the relationship between celebrity endorsement and purchase intention. Understanding the pivotal role of trust can guide the development and more effective and credible marketing campaigns in the realm of live-streaming TikTok. The respondents of this research were the Gen Z that live in Semarang. This research indicates that celebrity endorsement has a positive and significant effect on trust. Also, celebrity endorsement and trust have a positive and significant effect on purchase intention. Trust was found capable to mediate between celebrity endorsement and purchase intention.
The Influence of Parasocial Interaction and Social Presence on Impulse Buying in Hanasui Product Live Streaming Shopping Among Generation Z Evita Ayudya Putri; Ajeng Aquinia
IJEBD (International Journal of Entrepreneurship and Business Development) Vol 9 No 4 (2026): July 2026
Publisher : LPPM of NAROTAMA UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29138/ijebd.v9i4.3734

Abstract

Purpose: This study seeks to examine the parasocial interaction and social presence on impulse buying behavior in live-streaming shopping activities for Hanasui products, particularly among Generation Z consumers. Design/methodology/approach: A quantitative approach with a survey method was employed by distributing online questionnaires to 120 Generation Z respondents who had watched and purchased Hanasui products through TikTok live. The analysis of the data was conducted through multiple linear regression with the assistance of SPSS software. The results indicate that parasocial interaction has a positive and significant effect on impulsive buying, whereas social presence does not have a significant effect on impulsive buying). These two variables explain 40,0 percent of the variance in impulsive buying behavior. Findings: These results suggest that a strong emotional connection between consumers and the host serves as a key psychological factor driving spontaneous purchasing behavior, outweighing the influence of perceived social presence. Therefore, live streaming marketing strategies should place greater emphasis on host ability to establish genuine and authentic emotional connections with their audiences. Research limitations/implications: Expanded by incorporating mediating variables or mediators to create a more comprehensive understanding of the dynamics of impulsive buying in the ever-evolving era of digital marketing. Practical implications: The findings of this study have several important implications for business players, particularly local cosmetic brands that rely on live streaming as their primary product marketing channel. Originality/value: To determine the influence of parasocial interaction and social presence on impulsive buying during live stream shopping for Hanasui products among Generation Z.
Co-Authors Bambang Sutejo Evita Ayudya Putri Hilda aulia Hilda Kristina Anindita Hayuningtias Lie Liana .