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All Journal Jurnal Entrepreneur dan Entrepreneurship (JEE) At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Manajemen dan Inovasi (MANOVA) Golden Ratio of Marketing and Applied Psychology of Business Journal of Accounting and Finance Management (JAFM) SENTRI: Jurnal Riset Ilmiah Journal of Advanced Studies in Management JOURNAL OF MARKETING BREAKTHROUGHS
Komariyatin, Nurul
Unknown Affiliation
Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Immersive Brand Experiences in The Metaverse: A Qualitative Study of Consumer-Brand Interactions in Virtual Space Komariyatin, Nurul
Journal of Marketing Breakthroughs Vol. 1 No. 1 (2025)
Publisher : Generate Digital Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70764/gdpu-jmb.2025.1(1)-03

Abstract

Objective: This research aims to explore how elements of immersive brand experiences in the metaverse-including gamification, interactive narrative, social interaction, visual realism, and the use of blockchain technology and NFTs-contribute to emotional engagement, belonging, and consumer loyalty. Research Design & Methods: This study uses an exploratory qualitative approach with in-depth interview techniques with more than 20 participants who actively interact with brands on metaverse platforms such as Roblox, Decentraland, and The Sandbox. Data analysis was conducted through a thematic approach to identify patterns of consumer engagement and perception. Findings: The results show that immersive experiences that are participatory and personalized drive strong emotional attachment to brands. Gamification increases intrinsic motivation, interactive narratives deepen the emotional experience, and social interactions form a sense of community. Realistic visualizations increase trust, while NFT ownership provides a sense of exclusivity and control that strengthens consumer loyalty. Implications & Recommendations: Brands are advised to design holistic metaverse experiences, integrating game elements, stories, communities and blockchain-based digital assets to build more meaningful and sustainable relationships with consumers. Contribution & Value Added: This research makes a theoretical contribution to the study of digital marketing and brand engagement by highlighting the importance of a multidimensional approach based on immersive technology in building consumer loyalty in the Web3 era.
Pengaruh Fear of Missing Out (FoMO) dan User Generated Content terhadap Purchase Decision Skincare Facetology Gen Z Di Tiktok Shop Dengan Purchase Intention Sebagai Mediasi Meilia Rahmawati; Komariyatin, Nurul
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 4 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Maret - April 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i4.7759

Abstract

Tingginya perhatian masyarakat terhadap akses penampilan dan perawatan kulit mendorong sektor kecantikan di Indonesia untuk berkembang pesat. Penelitian ini menggunakan pendekatan kuantitatif yang bertujuan menganalisis efek Fear of Missing Out maupun User Generated Content terhadap Purchase Decision dengan Purchase Intention sebagai mediasi. Populasi penelitian yaitu Gen Z yang pernah membeli Facetology melalui tiktok shop dengan jumlah sampel 110 responden dengan metode purposive. Temuan penelitian ini menunjukkan bahwa FoMO tidak berpengaruh signifikan terhadap purchase intention, sedangkan UGC berpengaruh positif dan signifikan terhadap purchase intention. Selanjutnya, purchase intention, FoMO dan UGC terbukti berpengaruh positif dan signifikan terhadap purchase decision. Hasil uji mediasi menunjukkan bahwa purchase intention tidak memediasi hubungan antara FoMO dan purchase decision, namun mampu memediasi hubungan antara UGC dan purchase decision. Temuan ini menunjukkan bahwa UGC memiliki peran yang dominan dibandingkan dengan FoMO dalam membentuk purchase intention dan purchase decision konsumen skincare facetology di tiktok shop.
Co-Authors Ali Ali Asaroh, Laily Khomsyata Intan Kusuma Dewi Kurnia, Tri Megawati - Meilia Rahmawati Mohamad Rifqy Roosdhani Nurul Huda Pradisti, Larisa Roosdhani, Mohammad Rifqy Samsul Arifin Shofa, Tsania Lisfayla Syuhud, Fikrotus wulandari, Ananda eri