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All Journal Dinasti International Journal of Education Management and Social Science Kontigensi: Jurnal Ilmiah Manajemen
Unggul Kustiawan
Universitas Esa Unggul, Jakarta, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Understanding Restaurant Customers' Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior Unggul Kustiawan; Laksmi Pandansari
Kontigensi : Jurnal Ilmiah Manajemen Vol 11 No 2 (2023): Kontigensi: Jurnal Ilmiah Manajemen
Publisher : Program Doktor Ilmu Manajemen, Universitas Pasundan, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/jimk.v11i2.441

Abstract

Social media users are now increasing, this makes social media to become an effective tool for companies to foster intentional consumer intentional behavior. This study uses the model of the theory of planned behavior to see its effect on intentional behavior on social media and also the moderating effect of economic rewards and social rewards and their effect on consumer offilne behavior. This quantitative research using the Structural Equation Model (SEM) method begins in 2023 by focusing on Z generation consumers in the food and beverage industry, especially franchise fast food restaurants in Indonesia. Data collection was carried out by distributing questionnaires online using Google Forms, which resulted in 166 respondents. Data analysis and processing using SmartPLS 3 software. The findings of this study indicate that, the planned behavior theory model consisting of attitude, subjective norm, and Perceived behavioral control can influence consumer intentional behavior even though attitude is proven not to have a significant effect. Economic reward and social reward are also proven to moderate the relationship between intentional behavior and offline consumer behavior. This research provides managerial implications for companies engaged in food and beverage, especially fast food restaurants, that want to contribute to making good changes to the world through the creation of certain activities or regulations published through social media.
Streamer Influencers and Live Shopping: A PRISMA Systematic Review Meilisa Alvita; Ferryal Abadi; Unggul Kustiawan; Rina Anindita
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (Augus
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i6.4906

Abstract

This study analyzes the role of streamer influencers in the digital marketing ecosystem through a systematic review of 43 journals using the PRISMA approach. The results show that live streaming and shopstreaming increase audience engagement, build authenticity, and drive purchasing decisions through real-time interaction. Influencer authenticity, entertainment value, and brand credibility are key success factors, while the use of artificial intelligence technology in virtual influencers presents both opportunities and ethical challenges. In addition to its benefits, challenges such as streamer burnout and the need for ethical regulations in digital marketing are also identified. These findings provide valuable insights for developing effective digital marketing strategies.
Co-Authors Abadi, Ferryal Laksmi Pandansari Meilisa Alvita Rina Anindita