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All Journal Jurnal Promosi Pendidikan Ekonomi Kanal : Jurnal Ilmu Komunikasi Jurnal Manajemen dan Bisnis Indonesia JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Journal of Economic, Management, Accounting and Technology (JEMATech) PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat JESI (Jurnal Ekonomi Syariah Indonesia) JURAKUNMAN (JURNAL AKUNTANSI DAN MANAJEMEN) Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi KOLOKIUM: Jurnal Pendidikan Luar Sekolah International Journal of Economics Development Research (IJEDR) Jurnal E-Bis: Ekonomi Bisnis Jurnal Darma Agung JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM Belantika Pendidikan Academia Open Benchmark Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Procedia of Social Sciences and Humanities Dedikasi: Jurnal Pengabdian Kepada Masyarakat Populer: Jurnal Penelitian Mahasiswa Manajemen Kreatif Jurnal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Multiperspectives on Accounting Literature Transparan Journal of Social Comunity Services JAIDE Journal of Economics and Economic Policy IECON: International Economics and Business Conference Proceeding of International Conference on Social Science and Humanity International Journal of Artificial Intelligence for Digital Marketing
Mochamad Rizal Yulianto
Universitas Muhammadiyah Sidoarjo
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Mechanical Engineering Medicine & Pharmacology Physics Public Health Social Sciences Other

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THE INFLUENCE OF CONTENT MARKETING, E-WOM, AND BRAND AWARENESS ON PURCHASE INTENTION OF EIGER PRODUCTS ON TIKTOK AMONG GENERATION Z Nafi’, Ahmad Rosyidun; Yulianto, Mochamad Rizal; Rachmadany, Andry
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.423

Abstract

Objective: This study aims to analyze the influence of Content Marketing, Electronic Word of Mouth (E-WOM), and Brand Awareness on the Purchase Intention of Eiger products among Generation Z on TikTok, focusing on identifying which factors most effectively drive consumer decisions in the digital-native segment. Method: A quantitative descriptive approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM), with data collected from 96 Generation Z respondents who actively use TikTok and have been exposed to Eiger promotional content. A purposive sampling method was applied, and measurements were conducted using a Likert-scale questionnaire based on established indicators for each variable. Results: The findings reveal that Brand Awareness significantly and positively influences purchase intention, while Content Marketing and E-WOM do not show a significant impact. The R-square value of 0.778 indicates that 77.8% of the variance in purchase intention can be explained by the tested variables, with brand awareness emerging as the dominant factor. Novelty: Unlike many prior studies highlighting the role of content marketing and E-WOM in driving Generation Z consumer behavior, this research demonstrates that on TikTok, purchase intention is primarily shaped by brand awareness. This highlights the strategic importance of enhancing brand presence, consistent messaging, and digital engagement to strengthen consumer trust and encourage purchasing decisions.
THE INFLUENCE OF TIKTOK SHOP’S PREDATORY PRICING ON CONSUMER ATTRACTION AND PURCHASING DECISIONS OF FASHION PRODUCTS AMONG GENERATION Z Priyanto, Ramadhani Dwi; Pebrianggara, Alshaf; Yulianto, Mochamad Rizal
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 10 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i10.424

Abstract

Objective: This study aims to empirically examine the effect of predatory pricing strategies on consumer attraction and purchasing decisions of fashion products on TikTok Shop among Generation Z, with consumer attraction serving as a mediating variable. Method: This study employed a quantitative approach with an explanatory research design and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The sample consisted of 100 Generation Z respondents in Indonesia who actively shop for fashion products on TikTok Shop. Data were collected through a five-point Likert scale questionnaire distributed online and analyzed using SmartPLS. Result: The findings indicate that predatory pricing has a significant positive effect on both consumer attraction and purchasing decisions. Consumer attraction was also found to positively influence purchasing decisions and partially mediates the relationship between predatory pricing and purchasing decisions. The R² values for consumer attraction (0.871) and purchasing decisions (0.847) demonstrate very strong explanatory power, while the Q² values for each construct (>0.35) indicate high predictive relevance. Novelty: This study confirms that although extreme pricing strategies can trigger impulsive purchases and increase purchase urgency among Generation Z, long-term reliance on such practices may erode consumer trust and undermine market sustainability. Unlike previous studies that focused primarily on regulatory aspects and SMEs, this research provides empirical evidence of the paradoxical effects of predatory pricing on digital-native consumer behavior.
Co-Authors AA Sudharmawan, AA Ahmed, Zuhal Yussi Al Ubaidah, Fandy Almanfaluti, Istian Kriya Almanfaluti, Istian Kriya Alshaf Pebrianggara Alshaf Pebrianggara As’at Rizal Bayu Hari Prasojo Citrawati, Fonny Dwi Darmawan Kusuma Wardana, Mahardika Dewi Komala Sari Dwi Nurita Dyah Renita Setyaningayu Eka Febrianto EKA RATNA SARI Errinda Ayu Dwi Pramesti Fadila Putri Aisya Ramadhini Fahruddin, Redhi Fajar Muharram Febrianti, Nila Osama Fitria Nur Hasanah Fitriani Fitriani Haniifah, Sherliy Putri Hendri Rahman Susetyo Heri Widodo Heri Yanto Herlinda Maya Kumala Sari Hidayatulloh Hidayatulloh Humroh, Faizatul Imawati , Angraini Putri Imawati, Angraini Putri Jannah, Hayyu Nur Khaqi, M. Ivan Imanulloh KHOIRUN NISA Kumara Adji Kusuma Lidya Agustin T. Lilik Indayani Maharani, Febi Putri Mekarsari, Dafita Wahyu Misti Hariasih Mochamad Nashrullah Mubarok, Akhmad Nur Muhammad Irfan Jazuli Nafi’, Ahmad Rosyidun Naily Fitria Faroha Navaro, Muhammad Saddam Ningdiyah, Endra Wahyu Nurasik Nurasik, Nurasik Octafehili, Dwi Nur Oetarjo, Mas Poppy Febriana Prameswari, Amanda Tiara pratiwi, rossy Priyanto, Ramadhani Dwi Pujianto , Wahyu Eko Putra Agung, Marcello Dicaprio Rachmadany, Andry Rahmadani, Diah Rahmania Sri Untari Rakhmat Auliya Hidayat Rita Ambarwati Sukmono Rizky Eka Febriansah Rokhmah, Farida Ronny Ronny Rosyihin, Farih Ayu Mukhoirotin Sirojul Umma Salshabilla, Zalwa Raniah Sari, Dewi Komala Sari, Eka Ratna Sarwenda Biduri Setiyono, Wisnu Panggah Sri Mukhodim Faridah Hanum Sumarno Sumarno Sumarno Sumartik Sumartik Sumartik Supardi Supardi Supardi Suyogo, Muhammad Wahyu Eko Pujianto Wai, Khoong Tai Widowati, Hesty Widyasmara, Bunga Aulia Wisnu Panggah Setyono Zahrotul Maftuhkin Zahrotul Maftuhkin Zulfani Anggraini