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All Journal Journal of Economic, Bussines and Accounting (COSTING) Jurnal Scientia
Isroni Isroni
Universitas Bina Sarana Informatika
Economics, Econometrics & Finance Education Mathematics

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Revolusi Tiktok: Mendefinisikan Ulang Pemasaran Media Sosial Roy Irawan; Isroni Isroni; Sukmono Bayu Adhi; Dedi Suharyadi
Journal of Economic, Bussines and Accounting (COSTING) Vol 7 No 3 (2024): Journal of Economic, Bussines and Accounting (COSTING)
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/costing.v7i3.9720

Abstract

This study investigates the dynamics of social media marketing effectiveness within PT Migas Utama Jabar, focusing on the utilization of TikTok platform and changes in social media consumption habits. Through quantitative analysis utilizing Smart PLS, data from a sample of 100 individuals within the organization were examined. The results reveal significant direct effects of TikTok utilization and audience engagement on social media marketing effectiveness, highlighting the importance of leveraging innovative platforms to foster active engagement with the target audience. However, changes in social media consumption habits were not found to have a significant indirect effect on social media marketing effectiveness mediated through audience engagement. These findings underscore the significance of adapting strategies to capitalize on emerging trends and platforms to enhance brand visibility and engagement. The study provides valuable insights for PT Migas Utama Jabar and other organizations aiming to navigate the evolving landscape of social media marketing, emphasizing the importance of audience-centric approaches in achieving marketing objectives and sustaining competitiveness in the digital era. Keywords: Social Media Marketing, Tiktok, Audience Engagement, Social Media Consumption Habits, Marketing Effectiveness
QUALITY OF HUMAN RESOURCES ON GOJEK CONSUMER SATISFACTION IN TANGERANG WITH SERVICE QUALITY AS A MEDIATING VARIABLE Peter Rajagukguk; Woro Dwi Hartanty; Bambang Haryono; Isroni Isroni
Jurnal Scientia Vol. 12 No. 04 (2023): Education, Sosial science and Planning technique, 2023, Edition September-Nov
Publisher : Sean Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58471/scientia.v12i04.2062

Abstract

The development of communication technology encourages changes in all aspects of life, both social, cultural, economic and various other aspects, including transportation. People are experiencing a transformation in their daily activities, shopping online, interacting with social media, and even traveling using online applications. This research aims to determine human resource and service quality's influence on consumer satisfaction of Gojek online motorcycle taxis in Tangerang. This descriptive quantitative statistical research type uses SmartPls 4, outer model and inner model measurements. Data collection methods were questionnaires and interviews, with a sample size of 100 people. Non-probability sampling technique with quota sampling. The research results show t statistic > t table and sig value. > P value. So, the quality of human resources has a positive and significant effect on consumer satisfaction. Service quality has a positive and significant effect on consumer satisfaction. HR quality has a positive and significant effect on service quality. The quality of human resources has a significant effect on consumer satisfaction through service quality. The simultaneous R square test of 0.666 means that the quality of human resources and service quality influence consumer satisfaction by 66.6%, including the moderate influence category.
EXPLORING THE IMPACT OF INFLUENCER AUTHENTICITY ON BRAND PERCEPTION AND CONSUMER TRUST Dedi Suharyadi; Isroni Isroni; Sukmono Bayu Adhi; Roy Irawan
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.v7i6.14275

Abstract

This study explores the impact of influencer authenticity on brand perception and consumer trust, with consumer engagement as a mediating variable, specifically focusing on Wardah consumers in Padang. Using a quantitative approach, data was collected from 100 respondents aged 20-30 years who use Wardah products, applying a simple random sampling technique. Structural Equation Modeling (SEM) with Smart PLS was used to analyze relationships among variables. The findings indicate that influencer authenticity has a significant and direct impact on both brand perception and consumer trust, with higher levels of authenticity enhancing consumer perceptions and trust in the brand. Although consumer engagement partially mediates the relationship between influencer authenticity and brand perception, it has a weaker mediating effect on consumer trust. This suggests that while consumer engagement reinforces brand perception, trust in the brand primarily stems from perceptions of influencer authenticity. The results underscore the importance of genuine influencer partnerships for brands like Wardah to foster strong, trust-based connections with their audience, especially in culturally specific markets. This research contributes to a deeper understanding of how influencer marketing dynamics affect consumer attitudes, offering practical implications for brand positioning and trust-building strategies.
Co-Authors Bambang Haryono Dedi Suharyadi Peter Rajagukguk Roy Irawan Sukmono Bayu Adhi Woro Dwi Hartanty