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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Journal of Indonesian Management Journal of Management, Economic, and Accounting Tractare: Jurnal Ekonomi-Manajemen Multidisciplinary Journals Jurnal Pusat Manajemen Jurnal Ekonomi, Manajemen, Akuntansi Jurnal Ekonomi, Manajemen, Bisnis, dan Akuntansi Journal of Applied Financial Management (JAFM)
Abi , Yudi Irawan
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Influence Of Electronic Word Of Mouth (E-Wom) And Price On The Purchase Intention Of Generation Zconsumers In The Tiktok Shop Marketplace Lestari, Anggun Ayu; Abi , Yudi Irawan; Hanila, Siti
Journal of Management, Economic, and Accounting Vol. 5 No. 1 (2026): January
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i1.1006

Abstract

The rapid development of technology and information today has changed the way consumers shop. The convenience of accessing information through the internet allows consumers to find the products they need more easily. In this regard, TikTok Shop has become a very popular marketplace among Generation Z in Bengkulu City. The purpose of this study is to determine the effect of electronic word of mouth (e-WOM) and price on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. The sample in this study consisted of 120 TikTok Shop users in Bengkulu City. Data were collected through questionnaires and analyzed using a quantitative approach. The results of the regression analysis show that the regression equation is: Y = 6.224 + 0.283X1 + 0.885X2 + e. Electronic word of mouth has a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.021 < 0.05. Price also has a significant effect, with a significance value of 0.000 < 0.05. Both electronic word of mouth and price simultaneously have a significant effect on the purchase intention of Generation Z consumers in the TikTok Shop marketplace, with a significance value of 0.000 < 0.05. Based on the results of the study, it was found that the price variable (X2) has the greatest influence on the purchase intention of Generation Z consumers in the TikTok Shop marketplace. This indicates that consumers tend to be more attracted to prices that are more affordable compared to those in physical stores or other marketplaces.
Optimization Of Paid Advertising Strategies On The Meta Ads Platform To Increase Client Project Conversions At Belakang Kantor Marketing Agency Yasa, Pri Yogha; Irwanto , Tito; Abi , Yudi Irawan
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 2 No. 2 (2026): Januari
Publisher : Utami Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70963/jemba.v2i2.472

Abstract

Improving the effectiveness of digital advertising has become a critical concern in modern marketing, especially in service-based sectors such as healthcare, where communication must be both ethical and persuasive. This study investigates the implementation of paid advertising strategies on the Meta Ads platform to enhance conversion outcomes through direct messaging interactions between businesses and potential customers. The research was conducted at a digital marketing agency managing a circumcision service campaign in Cirebon, Indonesia. A descriptive quantitative method was applied by analyzing campaign performance data from two observation periods. The analysis focused on three strategic aspects: daily budget allocation, audience segmentation based on location and demographics, and variations in creative advertising content. The findings reveal that focused daily budget management can reduce cost per result and improve click-through rates without requiring additional overall expenditure. Audience segmentation with a narrower geographic target showed better conversion efficiency than broader targeting approaches. Moreover, advertisements using static images with clear calls to action outperformed video content in generating direct message responses from prospects. These results indicate that the combination of data-driven budgeting, precise audience targeting, and clear creative messaging can optimize advertising performance. This approach is particularly beneficial in sectors that rely on timely and trust-based interactions, such as healthcare services, where the conversion process depends on early and effective engagement.
Co-Authors Ahmad Soleh Arles, Fran Cantika, Yella Damarsiwi , Eska Prima Monuque Fitriano , Yun Galung, Mia Margareta Huta Hanila, Siti Ida Anggriani Irwanto , Tito Karona Cahya Susena, Karona Cahya Lestari, Anggun Ayu Lindayanti Lindayanti, Lindayanti Monique D, Eska Prima Nirmalawati Nirmalawati Putra , Iswidana Utama Redi Redi Safitri, Delfi Ayu Sanupil, Peri Wandi, Dehar Wulandari, Annisa Yasa, Pri Yogha