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All Journal Sains Manajemen:Jurnal Manajemen UNSERA Dinasti International Journal of Education Management and Social Science
Anggreini, Stevany
Unknown Affiliation
Decision Sciences, Operations Research & Management Education

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Peran Beauty Influencer Dalam Meningkatkan Minat Beli Produk Make Up Pada Generasi Z Indah Lestari, Novia; Ramadani, Mery; Noor Syrah, Anniba; Anggreini, Stevany
Sains Manajemen: Jurnal Manajemen Unsera Vol. 9 No. 2 (2023): Sains Manajemen: Jurnal Manajemen Unsera
Publisher : Universitas Serang Raya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30656/sm.v9i2.8044

Abstract

In recent years, the development of commercial communications and live broadcast events on television has attracted a lot of attention from the public, especially the younger generation. Is a Trend in today’s digital world across various social media platforms, creating an opportunity for brands to market through social media influencers, many artists or athletes getting involved with the product and delivering their reviews so that many target audiences. We call beauty influencers. Currently, generation Z will tend to look at reviews from beauty influencers before they buy a product. This research aims to see the effect of beauty influencers on customer purchase intention in cosmetic products. This research on Generation Z. The sample was 100 respondents using purposive sampling. The data will be processed using regression. The results show that the role of beauty influencers can increase the purchase intentions of Generation Z partially or simultaneously and influences 87.6% and the remaining 12.4% is influenced by other variables not examined in this research. Keywords : beauty influencer, purchase intention, gen z
The Role of Intangible Values in Live Streaming and Impact on Audience Engagement Novia Indah, Lestari; Mery, Ramadani; Noorsyirah, Anniba; Anggreini, Stevany
Dinasti International Journal of Education Management And Social Science Vol. 6 No. 1 (2024): Dinasti International Journal of Education Management and Social Science (Octob
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v6i1.3531

Abstract

: This study aims to investigate the role of intangible values in live streaming and their impact on consumer engagement. The research employs a quantitative method using a structural equation model (SEM) based on partial least square (PLS). Data was collected from 100 respondents who have watched and purchased products on social media and Shopee Live at least three times a month. The findings indicate that utilitarian value, hedonic value, symbolic value, and economic value significantly influence trust in the seller and consumer engagement. Trust in the seller is proven to be a significant mediator in the relationship between intangible values and consumer engagement. This study provides valuable insights for online sellers on strategies to enhance trust and consumer engagement through intangible values in the context of live streaming.
Co-Authors Mery, Ramadani Noor Syrah, Anniba Noorsyirah, Anniba Novia Indah Lestari Novia Indah, Lestari Ramadani, Mery