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This Author published in this journals
All Journal International Journal of Social and Management Studies (IJOSMAS) International Journal of Business, Law, and Education Jurnal Ekonomi Mediastima Jurnal Puan Indonesia Eastasouth Journal of Positive Community Services Indo-Fintech Intellectuals: Journal of Economics and Business
Muhammad Aria Wahyudi
Institut Bisnis Dan Informatika Kwik Kian Gie
Religion Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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The Impact of Short-Form Video Marketing, Influencer Relatability, and Trust Signals on Gen Z’s Purchase Intention Wahyudi, Muhammad Aria; Rahmadhani, May Vitha; Mu'is, Ahmad; Evelyna, Feby
International Journal of Business, Law, and Education Vol. 6 No. 1 (2025): 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.v6i1.1108

Abstract

This study examines the impact of short-form video marketing, influencer relatability, and trust signals on Generation Z’s purchase intention in Indonesia. Using a quantitative approach, data were collected from 400 respondents aged 18 to 27 who actively engage with short-form video platforms such as TikTok, Instagram Reels, and YouTube Shorts and have made recent online purchases. Multiple linear regression analysis revealed that all three variables significantly and positively influence purchase intention, with influencer relatability showing the strongest effect. The findings underscore the importance of authentic influencer connections, engaging video content, and transparent trust signals in shaping the purchasing decisions of digital-native consumers. This research offers valuable implications for marketers seeking to optimize digital marketing strategies tailored to Generation Z’s unique preferences and behaviors.
Effect Of Work Environment And Motivation On Employee Performance With Job Satisfaction As A Mediation Kurniawanto, Hari; Rahmadi, Zara Tania; Wahyudi, Muhammad Aria
International Journal of Social and Management Studies Vol. 3 No. 3 (2022): International Journal of Social and Management Studies (IJOSMAS)
Publisher : IJOSMAS

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (581.875 KB) | DOI: 10.5555/ijosmas.v3i3.209

Abstract

This study aims to examine the effect of work environment and motivation on job satisfaction and its impact on performance, in this study will examine job satisfaction as a mediating variable. Data were collected from 100 respondents, namely employees at modern minimarkets in Jakarta by purposive sampling method, with the criteria of employees who have worked for more than 1 year and want to fill out a questionnaire. The collected data was tested by path analysis method using AMOS 24.00. The results of this study are the work environment has a significant effect on job satisfaction, motivation has a significant effect on job satisfaction, the work environment has a significant effect on performance, motivation has a significant effect on performance, and job satisfaction is a significant mediating variable for work environment variables and motivation on performance.
Co-Authors Abiyah, Indra Adib Ahmad Nurdin Hasibuan Arie Wahyu Prananta Bambang Purwoko Dharma, Dias Adhi Diah Nurdiana Dias Adi Dharma Evelyna, Feby Febryano Manggala Putra HADIYATI, RINI Hari Kurniawanto Herdinov, Adam Indra Setiawan Lina Maulidiana Mu'is, Ahmad Muhammad Firmansyah, Muhammad Pemadi, Syifa Febyca Nur Putra, Surya Dwi Rahmadhani, May Vitha Rayan Rayan, Rayan Rizqi, Az Zahroh Rokhilawati, Yeny Rowi, Armein Sjuhary Sri Mulyono Sufa, Siska Armawati Susetyawan, Angellina Merry Teddy Oswari Virandadipa, Dwika Widjanarko Widjanarko Yulianto, Kampono Imam Zara Tania Rahmadi