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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis El-Mujtama: Jurnal Pengabdian Masyarakat
Shinta Kezia Apriliani
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Religion Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Social Sciences Other

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Analisis Pengambilan Keputusan Pembelian Fashion Involvement terhadap Impulse Buying di Masa Pandemi Acep Samsudin; Rusdi Hidayat; Shinta Kezia Apriliani; Bebyzanna Bella Faumara; Anindya Sekar Purnomo; Nabilla Rahma Maharsany
El-Mujtama: Jurnal Pengabdian Masyarakat Vol 3 No 3 (2023): El-Mujtama: Jurnal Pengabdian Masyarakat
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmujtama.v3i3.2798

Abstract

This study aims to determine the influence of Fashion involvement in buying decisions on Impulse Buying Through the Positive Emotions of Teenagers during the Covid-19 pandemic. In making this journal using the method of literature study. In compiling this journal, the author uses various journals with the discussion of each journal still related to being a reference material in making this journal. The results of the study show that fashion involvement and positive emotion have an impact on impulse buying. This means that fashion involvement has a positive influence on impulse buying behavior with fashion involvement playing an important role because it has an impact on consumer decisions and positive emotion also has a positive influence on customer desires to make unplanned purchases, so that it has a big impact on consumer desires to make impulse buying. Keywords: Fashion involvement, positive emotion, impulse buying.
The Influence Of Brand Ambassador and Content Marketing on Gen Z Consumer Interaction Of Korean Spicy Chicken Sedaap Noodles in Surabaya Shinta Kezia Apriliani; Sonja Andarini
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 14 No 1 (2026): Januari
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v14i1.9223

Abstract

In digital era dominated by Gen Z, the right marketing strategy key to building relationships between brands and consumers. Mie Sedaap, through the Korean Spicy Chicken variant, takes advantage of Korean cultural trends among Gen Z by collaborating with brand ambassador Ahn Hyo Seop and implementing a content marketing strategy through social media. The objective is to analyze the influence of Brand Ambassadors and Content Marketing on Gen Z Consumer Interaction of Mie Sedaap Korean Spicy Chicken in Surabaya. This research applies this specific quantitative approach, utilizing an associative design, obtained from an online questionnaire via Google Forms for data collection and multiple SPSS was used to perform linear regression analysis. The sampling method applied is purposive sampling, totaling 164 respondents selected based on specific criteria consisting Gen Z who had seen advertisements, bought and consumed Mie Sedaap Korean Spicy Chicken in Surabaya.
Co-Authors Acep Samsudin Andarini, Sonja Anindya Sekar Purnomo Bebyzanna Bella Faumara Hidayat, Rusdi Nabilla Rahma Maharsany