Article Per Year (5 Year)
p-Index From 2020 - 2025
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All Journal International Journal of Social Service and Research IIJSE
Garnida, Nita
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Analyzing Generation Z's Preferences and Behavior Patterns Toward Stationery Products: A Case Study of Shop B in Kabanjahe, North Sumatra Krisanti, Jessica; Garnida, Nita
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5741

Abstract

This study examines Generation Z consumers' preferences and behavior patterns regarding stationery products, explicitly focusing on Shop B in Kabanjahe, North Sumatra. This research uses a quantitative research methodology to analyze the factors influencing purchase intentions among Generation Z consumers. Using a structured questionnaire and employing statistical techniques such as multiple linear regression, this research aims to provide insights into how preferences, behavioral control, the self-assurance regarding their ability to perform a particular behavior or action impact the purchasing decisions of this demographic. The findings will contribute to developing targeted marketing strategies to enhance customer engagement and loyalty.
PREDICTING INDONESIAN CONSUMERS ACCEPTANCE AND USAGE TOWARD AR/VR IN LIVE COMMERCE OF BEAUTY PRODUCTS Muliadewi, Zakina Putri; Windasari, Nila Armelia; Garnida, Nita
International Journal of Social Service and Research Vol. 5 No. 1 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i1.1171

Abstract

This research aims to address the challenges associated with the application of augmented reality (AR) and virtual reality (VR) in live commerce for cosmetic products, focusing on the perception of consumers in Indonesia who are still very early or still in the awareness stage of the acceptance and/or application of AR/VR technology in online shopping. The study employs a positivist scientific method to systematically investigate the external variables influencing the adoption of AR and VR technologies in the live commerce beauty industry, identifying five significant determinants: Content Relevance, Performance Expectancy, Hedonic Motivation, Personal Innovativeness, Social Media Influence, and Trust. Effort Expectancy and Trust did not significantly affect Behavioral Intention, while Consumer Readiness (CR) positively affected Behavior Intention (BI), indicating that informed consumers are more likely to adopt AR/ VR technologies when exposed to social media influence. The findings suggest several strategies for businesses to enhance consumer adoption, with the goal of converting viewers into buyers. Additionally, developing frameworks to measure the return on investment (ROI) of AR integration in e-commerce could provide valuable insights for businesses, justifying investments and refining strategies for sustainable profitability.
THE ROLE OF CUSTOMER PARTICIPATION AND CUSTOMER DYNAMICS IN SHAPING CUSTOMER LOYALTY IN DIGITAL EVENT SERVICES Daviana, Syifa Fakhirah; Windasari, Nila Armelia; Garnida, Nita
International Journal of Social Service and Research Vol. 5 No. 2 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i2.1192

Abstract

The shift towards digital event services has been significantly accelerated by the COVID-19 pandemic, creating a highly competitive landscape where customer loyalty is pivotal. This study aims to analyze the factors influencing customer loyalty in digital event services, focusing on the roles of customer dynamics and behavioral intention. This research uses a quantitative method approach, which is applied to test the causal relationship among variables such as customer participation, behavioral intentions, customer dynamics, customer experience, and customer loyalty. A large scale of survey was conducted to 285 clients of digital event services using a structured 5-point Likert scale questionnaire. The data were analyzed using Structural Equation Modeling (SEM). The findings reveal that customer participation significantly influence customer dynamics, which mediates the relationship between customer experience and loyalty. While customer dynamics has a positive impact on loyalty, certain aspects of customer experience showed an unexpected negative relationship with loyalty. These findings emphasize the importance of understanding customer expectations and adapting services to align with their evolving preferences. This research provides practical recommendations for digital event service providers to enhance customer loyalty by leveraging personalized experiences and technology-driven strategies. Companies should focus on fostering dynamic customer interactions and aligning their services with customer expectations to build stronger, long-term relationships.
Co-Authors Daviana, Syifa Fakhirah Krisanti, Jessica Muliadewi, Zakina Putri Windasari, Nila Armelia