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All Journal Jurnal Publikasi Ekonomi dan Akuntansi Dinamika Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Nusantara Berbakti Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Jurnal Riset Manajemen Jurnal Riset Ekonomi dan Akuntansi Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Maslahah: Jurnal Manajemen dan Ekonomi Syariah Jurnal Manajemen Bisnis Era Digital Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Jurnal Padamu Negeri Global Leadership Organizational Research in Management Jurnal Publikasi Ekonomi dan Akuntansi
Yugi Setyarko
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Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Mechanical Engineering Social Sciences Other

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Pengaruh Viral Marketing, Brand Ambassador dan Kemudahan Penggunaan terhadap Keputusan Generasi Z Menggunakan Aplikasi Allo Bank Muslikhah Fitri Wilarto; Maruji Pakpahan; Yugi Setyarko
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 5 No. 1 (2026): Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v5i1.5877

Abstract

This study aims to examine the effect of Viral Marketing, Brand Ambassador, and Perceived Ease of Use on Generation Z’ decision to use the Allo Bank application. This research employs a quantitative research design and uses a purposive sampling technique. The population in this study is unknown. A total of 105 respondents were selected as the sample using a non-probability sampling method and the Lemeshow formula. Data were collected by distributing questionnaires. The research instrument was a questionnaire measured using a Likert scale. The data were analyzed using SPSS version 26 and Microsoft Excel. The results indicate that, partially, Viral Marketing has a significant effect on the decision to use the application, Brand Ambassador has a significant effect on the decision to use the application, and Perceived Ease of Use has a significant effect on the decision to use the application.
Pengaruh Product Variety, Online Customer Review dan Fear of Missing Out (FOMO) Terhadap Impulse Buying Brand Glad2glow pada Platform Tiktok Tri Indah Susilowati; Maruji Pakpahan; Yugi Setyarko
Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital Vol. 3 No. 1 (2026): Februari : Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital
Publisher : Asosiasi Riset Ilmu Manajemen dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jimakebidi.v3i1.1287

Abstract

This study aims to analyze the influence of product variety, online customer reviews, and Fear of Missing Out (FOMO) on impulse buying behavior for Glad2Glow brand products on the TikTok platform. This study uses a quantitative approach with an associative research design. The population in this study is not precisely known, so the sample was determined using a non-probability sampling technique with the Lemeshow formula, resulting in 105 respondents as the research sample. Data were collected by distributing questionnaires to TikTok users who had purchased Glad2Glow products. Next, the data were analyzed using statistical software to test validity, reliability, and the influence between variables through multiple linear regression analysis. The results showed that partially, product variety had a positive and significant effect on impulse buying, meaning that the more diverse the products offered, the higher the tendency for impulsive buying. Online customer reviews were also shown to have a positive and significant effect, demonstrating the importance of information and experiences of other consumers in triggering spontaneous purchasing decisions. In addition, FOMO had a positive and significant effect on impulse buying, indicating that the psychological drive to keep up with trends also increases consumptive behavior. Simultaneously, these three variables had a positive and significant effect on impulse buying.
Co-Authors Achmad Faqih Agus Sriyanto Aisyah Indah Ramadhanti Anindita Salsabila Ayutantri Annisa Annisa Aris Wahyu Kuncoro Astrid Dita Meirina Hakim Christy Yuniarti Deajeng Carolline Firisqi Samudera Sari Dezan Abdi Muhamad Dicky Arisudhana Dwi Fani Anggraini Elizabeth Falah Khairunnisa Fifi Mirajna Hidayat, Ravindra Safitra Khofifa Dwi Lestari Marsudin Putra Jaya Gulo Maruji Pakpahan Max Norris Taurus Muhamad Jusmansyah Muslikhah Fitri Wilarto Nabila Nasyahta Bunawan Naura Alifia Pingkan Atmarti Arumingtyas Riang Santi Darni Zai Ricky Annas Saputra SAID Sugeng Priyanto Sunarwibowo, Rizki Pratomo Teja Endra Eng Tju Tri Indah Susilowati Vildayanti, Rina Ayu Yamin Firdaus Yuni Kasmawati