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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) YUME : Journal of Management Jambura Equilibrium Journal Jambura Science of Management Value: Jurnal Manajemen dan Akuntansi Jurnal Industri Kreatif dan Kewirausahaan Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS Economic Reviews Journal MES Management Journal Research Review: Jurnal Ilmiah Multidisiplin Jurnal Perspektif Pembiayaan dan Pembangunan Daerah Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Citra Aditya Kusuma
Universitas Negeri Gorontalo
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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Eskalasi Efektivitas Pemasaran Media Sosial: Dampak Konten Iklan TikTok dan Perilaku Konsumen terhadap Pembelian Produk Fashion di Platform Shopee Kahfiansyah, Muh. Ade; Juanna, Andi; Kusuma, Citra Aditya
MES Management Journal Vol. 3 No. 2 (2024): MES Management Journal 
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v3i2.219

Abstract

Social media marketing has gained popularity for its ease of access in promoting products. With platforms like TikTok, the social media marketing is proving effective in reaching and influencing target customers. This study aimed to examine the impact of advertising content and consumer behavior on the purchasing of fashion products on the Shopee platform. Employing causal associative quantitative methods, this research sought to explain the cause-and-effect relationships among the variables. The sample was selected through purposive sampling, with respondents invited to complete an online questionnaire via Google Forms. Data analysis was conducted using causal associative quantitative methods and the SPSS 26 software. The results indicated that TikTok advertisement content and consumer behavior simultaneously had a positive and significant impact on the purchase of fashion products on Shopee. These two independent variables accounted for 60% of the variation in fashion product purchases on Shopee, with the remaining 40% attributable to other unexamined factors.
SOCIAL MEDIA AND FACILITIES AS PREDICTORS OF TOURIST VISIT DECISIONS: AN EMPIRICAL STUDY AT OBOSS RESTO AND RESORT A. Hani, Nalfa Salsabila; Monoarfa, Mohamad Agus Salim; Kusuma, Citra Aditya
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 8, No 3 (2026): JIMB - VOLUME 8 NOMOR 3 JANUARI 2026
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v8i3.36985

Abstract

Penelitian ini bertujuan untuk mengetahui Media Sosial dan Fasilitas Sebagai Prediktor Keputusan Wisatawan: Studi Empiris Pada Oboss Resto and Resort. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik pengambilan sampel accidental sampling dan jumlah responden sebanyak 96 orang yang berkunjung di wisata Oboss Resto and Resort. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan SPSS versi 29. Hasil penelitian menunjukkan bahwa media sosial memiliki nilai t hitung 1,230 t tabel 1,985 dan nilai signifikan 0,222 0,05, sementara fasilitas memiliki nilai t hitung 3,290 t tabel 1,985 dan nilai signifikan 0,001 0,05, dan secara simultan memiliki nilai F hitung sebesar 18,551 3.09 dan nilai signifikan 0,001 0,05. secara parsial media sosial tidak berpengaruh terhadap keputusan berkunjung. Fasilitas berpengaruh positif dan signifikan terhadap keputusan berkunjung. Media sosial dan fasilitas secara simultan berpengaruh positif dan signifikan terhadap keputusan berkunjung. Meskipun pada pengujian parsial variabel media sosial tidak menujukkan pengaruh terhadap keputusan berkunjung, namun pada pengujian simultan bersama dengan fasilitas, media sosial terbukti berpengaruh dalam memperkuat model regresi
Inovasi Pengembangan Ekonomi Desa melalui Digitalisasi Berbasis Potensi Lokal Masyarakat Desa Lompotoo Melan Angriani Asnawi; Citra Aditya Kusuma; Isra Putri Arieka M. Yasin Kiu
Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat) Vol 14, No 3 (2025): Jurnal Sibermas (Sinergi Pemberdayaan Masyarakat)
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/sibermas.v14i3.34588

Abstract

This community service program was implemented in Lompotoo Village to address low digital literacy, limited MSME branding, and the suboptimal utilization of local resources. The activities included digital marketing training, content creation workshops, and branding education based on the village’s local potential. A participatory approach was used through four stages: preparation, implementation, evaluation, and follow-up. The results show a significant increase in community digital understanding, demonstrated by a 38–39 point improvement in pre-test and post-test scores. Additionally, a local product innovation called “LOPBOBA” was successfully developed, and the village website began operating as a promotional platform for MSMEs. This program has strengthened community digital skills, enhanced village identity, and supported sustainable local economic growth.
Peran Kepercayaan Konsumen dalam Memediasi Pengaruh Layanan Telefarmasi terhadap Keputusan Pembelian Kembali Muh. Ilham Safar Bumulo; Yulinda L. Ismail; Citra Aditya Kusuma
Research Review: Jurnal Ilmiah Multidisiplin Vol. 5 No. 1 (2026): Research Review: Jurnal Ilmiah Multidisiplin (Februari 2026 - Juli 2026)
Publisher : Transbahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54923/researchreview.v5i1.335

Abstract

The purpose of this study is to examine how telepharmacy services affect repurchase intention, how telepharmacy services affect customer trust, and how consumer trust functions as a mediator at Pinan Farma Pharmacy. This study uses a causal associative design and a quantitative methodology. Purposive sampling was utilized to pick a sample of 84 respondents from the population of 507 consumers who used telepharmacy services between June and November of 2025. Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using SmartPLS 4 was used to examine the data. The findings show that consumer trust and repurchase intention are positively and significantly impacted by telepharmacy services. Furthermore, repurchase intention is positively and significantly impacted by customer trust, which also partially mediates the association between telepharmacy services and repurchase intention. These results imply that raising the standard of telepharmacy service, particularly in patient education and pharmacist competence, is essential to strengthen consumer trust and encourage repurchase intention.
DIGITAL INFLUENCE: EXAMINING THE IMPACT OF LIVE AND VIRAL CONTENT ON CUSTOMER PURCHASE INTENTION Citra Aditya Kusuma; Frenisya Atuna
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 14 No. 2 (2025): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v14i2.2973

Abstract

Introduction: The increasing dominance of social media has positioned live streaming and viral marketing as influential strategies in shaping customer purchase intention. Methods: This study examines the combined effects of these strategies through the lens of the Elaboration Likelihood Model (ELM), which distinguished between central and peripheral routes of persuasion. While prior research has explored these approach individually, their joint impact remains underexamined. To address this gap, a quantitative approach was employed by collecting data from a survey of 100 Generation Z TikTok users. Results: Multiple linear regression analysis revealed that live streaming content, associated with central route processing, has a stronger positive effect on purchase intention (ß=0.621;p<0.001) compared to viral marketing which operates via peripheral cues (ß=0.285;p=0.002). These findings suggest that marketers targeting Generation Z should strategically integrate rational message elements and emotionally engaging content to optimize user engagement and drive conversion. The study contributes to the broader discourse on digital marketing literature and offers strategic implications for enhancing conversion in social media-driven environments. Keywords: Digital marketing, live streaming, purchase intention, viral marketing
Co-Authors A. Hani, Nalfa Salsabila Abid, Abid Andi Juanna Anggraini, Sherina Asnawi, Melan Angriani Daud, Wahyudi Nata Desy Rahmawati Husain Frenisya Atuna Frenisya Atuna Hapsawati Taan Hariyanti, Fina Hepat, Devita Aulia R Humalanggi, Mahyudin Ifa Adina Yafiz Irdayanti, Wa Ode Irwan Yantu Isa, Ramlan Amir Isra Putri Arieka M. Yasin Kiu Kahfiansyah, Muh. Ade Kusuma, Surya Jaya Mohamad Agus Salim Monoarfa Muchtar Ahmad Muh. Ilham Safar Bumulo Muhammad Ade Kahfiansyah Muhammad Amir Arham Podungge, Azfar Prayitno, Fauzan Wahyu Mualaf Rezkiawan Tantawi Rizan Machmud Samuel, Masita Siswahyudianto Sulistiowati Sulistiowati Talib, Imelda Nur Septiana Tineke Wolok Tomina, Santri A. Umin Kango Yakobus, Marsel Yulinda L. Ismail