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p-Index From 2021 - 2026
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All Journal Enrichment : Journal of Management Journal of Accounting and Finance Management (JAFM)
Aryani Sairun
Universitas Battuta, Indonesia
Economics, Econometrics & Finance

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The influence of green marketing and attitude on purchase decisions of msme products with brand image as mediation Aryani Sairun; Amril Amril; Misnanto Misnanto
Enrichment : Journal of Management Vol. 13 No. 4 (2023): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v13i4.1604

Abstract

This research is based on the importance of Green Marketing and Attitude to Purchase Decisions for MSME Products. Problem One form of consumer demand is the desire for health due to the increasing spread of diseases transmitted through food, therefore food producers produce products that contain healthy organic food ingredients, do not contain additional chemicals and are safe for consumption. The aim of the research is to analyze the influence of green marketing and attitude on purchasing decisions for MSME products with brand image as a mediator. The method of analysis of this research is quantitative research. The design of this research uses a cross sectional design method with a sampling technique using purposive sampling. This study uses data analysis with the Partial Least Square (PLS) approach. The research results of green marketing and attitude do not influence purchasing decisions, brand image is unable to moderate green marketing and attitude towards purchasing decisions and brand image influences purchasing decisions.
The Influence of AI-Based Content Personalization on Brand Loyalty on E-Commerce Platforms: A Study on Generation Z in Indonesia Sugito Sugito; Aryani Sairun
Journal of Accounting and Finance Management Vol. 7 No. 4 (2026): Journal of Accounting and Finance Management (September - October 2026)
Publisher : DINASTI RESEARCH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jafm.v7i4.3723

Abstract

The rapid integration of artificial intelligence (AI) in e-commerce has made personalized content a central strategy for fostering consumer-brand relationships. However, understanding how such personalization shapes brand loyalty among digitally native Generation Z consumers in emerging markets remains limited. This study qualitatively explores the perceptions of Indonesian Gen Z regarding AI-driven content personalization on e-commerce platforms and how these perceptions influence brand loyalty. In-depth semi-structured interviews were conducted with 25 Gen Z e-commerce users aged 18–26 in Indonesia. Data were analyzed using thematic analysis. Findings reveal five core themes: perceived utilitarian convenience, emotional value and relational signaling, privacy intrusion and the “creepiness” factor, conditional brand loyalty, and the moderating role of digital literacy. Personalization that delivers relevant and timely recommendations strengthens both attitudinal and behavioral loyalty by enhancing shopping efficiency and making consumers feel valued. Conversely, overly intrusive personalization triggers privacy concerns, distrust, and potential defection. The study contributes a nuanced, context-rich understanding of the personalization–loyalty dynamic, highlighting the privacy calculus that Gen Z performs. It offers managerial implications for e-commerce platforms in balancing personalization with transparency to sustain loyalty in the Indonesian market.
Co-Authors Amril Amril Misnanto Misnanto Sugito Sugito