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The Role of Social Media Marketing with TikTok in Generation Z: A Study on the Choice of Fitness Centers by Generation Z in Ambon, Indonesia Tubalawony, Jacsy
Open Access Indonesia Journal of Social Sciences Vol. 6 No. 7 (2023): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v6i7.196

TikTok is a very popular platform among generation Z, who is often the main target in the fitness industry. Generation Z is very active on TikTok and uses the platform for inspiration on health, fitness and an active lifestyle. TikTok is a short video-based platform that enables gyms to present engaging visual content. This study aimed to determine the role marketing with social media TikTok in generation Z: a study on the choice of fitness centers by generation Z in Ambon, Indonesia. This study is a quantitative approach and uses primary data obtained from a survey process using a questionnaire, where the survey process is carried out online. The independent variable in this study is the choice of the fitness center brand by the customer (Y). The dependent variables in this study are entertainment (X1), interaction (X2), trendy (X3), customization (X4), and electronic word-of-mouth (WOM) (X5). In conclusion, there is a relationship between the entertainment, interaction, customization, and electronic word-of-mouth social media dimensions of TikTok in influencing brand fitness center choice decisions for generation Z in Ambon, Indonesia.

The Role of Social Media Marketing with TikTok in Generation Z: A Study on the Choice of Fitness Centers by Generation Z in Ambon, Indonesia Tubalawony, Jacsy
Open Access Indonesia Journal of Social Sciences Vol. 6 No. 7 (2023): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v6i7.196

TikTok is a very popular platform among generation Z, who is often the main target in the fitness industry. Generation Z is very active on TikTok and uses the platform for inspiration on health, fitness and an active lifestyle. TikTok is a short video-based platform that enables gyms to present engaging visual content. This study aimed to determine the role marketing with social media TikTok in generation Z: a study on the choice of fitness centers by generation Z in Ambon, Indonesia. This study is a quantitative approach and uses primary data obtained from a survey process using a questionnaire, where the survey process is carried out online. The independent variable in this study is the choice of the fitness center brand by the customer (Y). The dependent variables in this study are entertainment (X1), interaction (X2), trendy (X3), customization (X4), and electronic word-of-mouth (WOM) (X5). In conclusion, there is a relationship between the entertainment, interaction, customization, and electronic word-of-mouth social media dimensions of TikTok in influencing brand fitness center choice decisions for generation Z in Ambon, Indonesia.

Implementasi Total Quality Manajemen (TQM) Sebagai Strategi Meningkatkan Keunggulan Bersaing Pada UMKM di Negeri Waai Ralahallo, Fransiska Natalia; Tubalawony, Jacsy; Watumlawar, Evelin; Tabelessy, Walter
Abdimas Indonesian Journal Vol. 4 No. 1 (2024)
Publisher : Civiliza Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/aij.v4i1.360

Total Quality Management (TQM) merupakan sebuah pendekatan manajemen yang lebih fokus terhadap pelaksanaan semua fungsi organisasi secara terintegrasi pada perbaikan bahkan peningkatan kualitas secara berkelanjutan. Perkembangan UMKM di Provinsi Maluku sendiri tidak terlepas dari berbagai masalah pada umumnya yang terjadi di Indonesia, hal ini juga yang dialami oleh pelaku UMKM di Negeri Waai Kecamatan Salahutu Kabupaten Maluku Tengah. Untuk mengatasi masalah-masalah yang dihadapi oleh pelaku UMKM negeri ini, maka perlu dan penting untuk memahami dengan lebih jelas hubungan antara implementasi TQM dengan keunggulan bersaing pada UMKM. Sehingga melalui kegiatan Pengabdian kepada Masyarakat (PkM) ini, sebagai tim PkM Jurusan Manajemen Fakultas Ekonomi Universitas Pattimura bertujuan untuk memberikan pemahaman yang lebih baik dan mendalam tentang implementasi TQM untuk keunggulan bersaing. Metode yang digunakan pada kegiatan ini adalah pendidikan masyarakat dengan lebih menekankan pada pendekatan transmisi konten. Materi yang diberikan diantaranya adalah beberapa prinsip utama dari TQM, pentingnya TQM, dan beberapa langkah yang harus dilakukan sebagai implementasi TQM bagi UMKM yang disertai dengan bukti empiris. Dengan pemahaman yang baik dari pelaku UMKM di Negeri Waai akan sangat membantu dalam meningkatkan kualitas produk dan layanan, efisiensi operasional, serta fokus kepada kepuasan pelanggan. Dengan melibatkan seluruh aspek dalam UMKM ketika mengimplementasikan TQM, maka dapat memperkuat UMKM untuk tetap berkelanjutan dan dapat mencapai serta meningkatkan keunggulan bersaing.

Integrating Green Accounting Into Marketing Strategies For Sustainability Brand Image Among Gen-Z Consumers Hamizar, Arizal; Tubalawony, Jacsy; Yaman, Afdhal; Maruapey, Muammar W
Indonesia Auditing Research Journal Vol. 13 No. 1 (2024): March: Auditing, Finance, IT Plan, IT Governance, Risk
Publisher : Institute of Accounting Research and Novation (IARN)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/arj.v13i1.234

This research aims to explore how Generation Z responds to green accounting practices and its impact on brand image, as well as to formulate appropriate marketing strategies based on these findings. The research method employed is qualitative with a phenomenological approach. Data were collected through in-depth interviews, and data analysis was conducted using a thematic approach to identify thematic patterns emerging from interviews and observations. The results of the study indicate that Generation Z responds positively to green accounting practices, considering it a key differentiator in brand selection. The implementation of green accounting has a positive impact on brand image, with respondents perceiving companies adopting green accounting practices as pioneers and leaders in conducting business responsibly. Subsequently, based on the research findings, formulating marketing strategies that consider sustainability values becomes crucial in meeting the preferences and expectations of Generation Z

The Effect of Marketing Strategies, Consumer Behavior, and Brand Equity on Business Expansion in the Retail Sector Tubalawony, Jacsy
International Journal of Business, Law, and Education Vol. 5 No. 2 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i2.911

This study explores the effects of marketing strategies, consumer behavior, and brand equity on business expansion within the retail sector. Using a quantitative approach, data were collected from 250 retail businesses and analyzed through multiple regression analysis. The results indicate that marketing strategies, consumer behavior, and brand equity each significantly influence business expansion, with brand equity showing the strongest effect. These findings underscore the importance of a comprehensive approach that combines strategic marketing, an understanding of consumer behavior, and strong brand management for achieving sustainable business growth. The study provides practical insights for retail managers and contributes to the existing literature by highlighting the combined impact of these factors on business performance.

Global Trends in SPSS Training for Students: a Step Towards Improved Research Competence Nanere, Marthin; Tabelessy, Walter; Leuhery, Ferdy; Tubalawony, Jacsy; Saununu, Siska
Asian Journal of Community Services Vol. 4 No. 1 (2025): January 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajcs.v4i1.13626

The statistics training using the SPSS application in the Management Department, Faculty of Economics and Business, Universitas Pattimura aims to enhance students' understanding and skills in analyzing quantitative research data. In today’s era of technological advancement, proficiency in statistics and its applications is crucial for students to produce competent and high-quality research. This training involved 22 students and was conducted in the Marketing and Business Laboratory through lectures, discussions, and hands-on practice. The speaker, a lecturer from La Trobe University, Australia, provided insights into using SPSS for both descriptive and inferential data analysis. The step-by-step application of SPSS for descriptive and inferential statistics was demonstrated with practical examples, making it easier for students to understand.

The Effect of Celebrity Endorsement, Brand Image, and Social Media Exposure on Customer Purchase Decision on Electronic Products in Indonesia Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 03 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i03.1786

This study examines the impact of celebrity endorsement, brand image, and social media exposure on consumer purchasing decisions for electronic products in Indonesia. Using a quantitative research approach, data were collected from 200 respondents through a survey employing a Likert scale (1-5). The analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that social media exposure and celebrity endorsement significantly influence consumer purchasing decisions, while brand image does not have a significant effect. These results highlight the growing role of digital marketing and influencer endorsements in shaping consumer behavior in Indonesia. The study provides valuable insights for businesses, emphasizing the need for effective social media strategies and celebrity partnerships to enhance marketing effectiveness.

The Effect of Celebrity Endorsement, Brand Image, and Social Media Exposure on Customer Purchase Decision on Electronic Products in Indonesia Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 03 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i03.1786

This study examines the impact of celebrity endorsement, brand image, and social media exposure on consumer purchasing decisions for electronic products in Indonesia. Using a quantitative research approach, data were collected from 200 respondents through a survey employing a Likert scale (1-5). The analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS 3). The findings reveal that social media exposure and celebrity endorsement significantly influence consumer purchasing decisions, while brand image does not have a significant effect. These results highlight the growing role of digital marketing and influencer endorsements in shaping consumer behavior in Indonesia. The study provides valuable insights for businesses, emphasizing the need for effective social media strategies and celebrity partnerships to enhance marketing effectiveness.

The Role of Entrepreneurial Mindset, Digital Marketing Strategies, Social Capital, and Business Model Innovation in Enhancing Startup Growth in Indonesia Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 05 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i05.1934

This study investigates the role of entrepreneurial mindset, digital marketing strategies, social capital, and business model innovation in enhancing startup growth in Indonesia. Using a quantitative approach, data were collected from 150 startup founders and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). The findings reveal that all four factors significantly contribute to startup growth. Entrepreneurial mindset and business model innovation show the strongest effects, followed by digital marketing strategies and social capital. The study highlights the importance of fostering an entrepreneurial mindset, leveraging digital marketing, cultivating social networks, and innovating business models to drive growth in the competitive Jakarta startup landscape. These results provide valuable insights for entrepreneurs, policymakers, and investors seeking to enhance startup performance in emerging economies.

The Role of Entrepreneurial Mindset, Digital Marketing Strategies, Social Capital, and Business Model Innovation in Enhancing Startup Growth in Indonesia Tubalawony, Jacsy
West Science Interdisciplinary Studies Vol. 3 No. 05 (2025): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v3i05.1934

This study investigates the role of entrepreneurial mindset, digital marketing strategies, social capital, and business model innovation in enhancing startup growth in Indonesia. Using a quantitative approach, data were collected from 150 startup founders and analyzed using Structural Equation Modeling - Partial Least Squares (SEM-PLS 3). The findings reveal that all four factors significantly contribute to startup growth. Entrepreneurial mindset and business model innovation show the strongest effects, followed by digital marketing strategies and social capital. The study highlights the importance of fostering an entrepreneurial mindset, leveraging digital marketing, cultivating social networks, and innovating business models to drive growth in the competitive Jakarta startup landscape. These results provide valuable insights for entrepreneurs, policymakers, and investors seeking to enhance startup performance in emerging economies.

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