Garuda - Garba Rujukan Digital

The Influence Of E-Service Quality And E-Trust On E-Loyalty Mediated By E-Satisfaction (Study On Shopee Application Users In South Jakarta) Teuku Fadhil Magistra; Prima Mulyasari Agustini
Jurnal Scientia Vol. 13 No. 03 (2024): Education and Sosial science, June - August 2024
Publisher : Sean Institute

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This study aims to examine the effect of E-Service Quality and E-Trust on E-Loyalty among Shopee app users in South Jakarta, with E-Satisfaction as a mediating variable. The sample was obtained using probability sampling and consists of 104 respondents.Using a quantitative approach and SEM-PLS analysis, this study reveals interesting findings. The results show that both E-Service Quality and E-Trust have a significant and positive effect on E-Satisfaction among Shopee users. Furthermore, this study also proves that E-Satisfaction is a key factor in increasing E-Loyalty. E-Service Quality has been proven to directly and indirectly (through E-Satisfaction) influence E Loyalty. However, the results also show that E-Trust does not directly affect E-Loyalty when mediated by E-Satisfaction. This finding indicates that although trust is an important factor in building customer relationships, its influence on loyalty is more focused on increasing customer satisfaction first. Overall, this study makes a significant contribution to understanding the dynamics of the relationship between service quality, trust, satisfaction, and customer loyalty in the context of e-Commerce. The findings can be a reference for e-Commerce companies, especially Shopee, in formulating more effective strategies to increase customer loyalty. By focusing on improving service quality and building customer trust, companies can create a more satisfying shopping experience, which will ultimately increase customer loyalty.

Perilaku Konsumen dalam Mengonsumsi Makanan Viral: Studi Kasus Tren Kuliner Mie Gacoan di Kalangan Gen Z di Media Sosial Imam Turmudi; Prima Mulyasari Agustini
J-CEKI : Jurnal Cendekia Ilmiah Vol. 4 No. 4: Juni 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v4i4.9359

Fenomena makanan viral menjadi bagian penting dalam perilaku konsumsi masyarakat digital, khususnya di kalangan Generasi Z. Penelitian ini bertujuan untuk menggali bagaimana media sosial membentuk keputusan konsumsi Gen Z terhadap Mie Gacoan, sebuah merek kuliner yang menjadi viral di berbagai platform digital. Melalui pendekatan kualitatif deskriptif, data dikumpulkan dari 25 responden Gen Z yang aktif di media sosial dan satu triangulator dari kalangan konten kreator. Hasil penelitian menunjukkan bahwa viralitas Mie Gacoan tidak lepas dari kekuatan konten buatan pengguna (User-Generated Content) dan electronic word-of-mouth (e-WOM) yang tersebar luas di TikTok dan Instagram. Gen Z terdorong untuk mencoba makanan tersebut karena rasa penasaran, FOMO, serta dorongan sosial untuk menjadi bagian dari tren. Selain itu, banyak responden turut berkontribusi dalam menciptakan konten, yang kemudian memperkuat citra merek Mie Gacoan secara organik. Penelitian ini menyimpulkan bahwa konsumsi makanan viral oleh Gen Z lebih bersifat simbolik dan sosial, bukan semata-mata berdasarkan kualitas rasa atau harga.

Kebiasaan Gen Z dalam Membentuk Kebiasaan Konsumsi Coklat Dubai Ditinjau pada Peran Media Sosial Natasya Sarah Mountina; Prima Mulyasari Agustini
Da'watuna: Journal of Communication and Islamic Broadcasting Vol. 5 No. 4 (2025): Da'watuna: Journal of Communication and Islamic Broadcasting
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/dawatuna.v5i4.8181

The development of social media has changed the way Generation Z shapes their preferences and consumption decisions. This research aims to understand how social media exposure, particularly through content from influencers and peer communities, influences perceptions and purchasing decisions towards Dubai chocolate products. Using a descriptive qualitative approach and phenomenological methods, data was collected from interviews with ten informants and one triangulator. The results were analyzed using Social Judgment Theory and Social Construction of Reality. The findings show that exposure to digital content is able to shift an individual's initial attitude from indifference to acceptance, as well as forming a collective meaning towards the product as a symbol of lifestyle, social status and digital identity. Dubai chocolate consumption is not only functional, but also symbolic, reflecting a shift in consumption paradigm among Gen Z. This research recommends the importance of marketing strategies based on social narratives and critical awareness in facing digital trends.

Analysis of Broadcast Communication Management in the Convergence of Linear Television and Digital Platforms at TvOne (Study of Consumption, Distribution, and Promotion Patterns of Two-Sided Programs on YouTube) Siti Suhanah Wati; Prima Mulyasari Agustini
Jurnal Multidisiplin Sahombu Vol. 5 No. 5 (2025): Jurnal Multidisiplin Sahombu, July - August (2025)
Publisher : Sean Institute

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The transformation of the broadcasting industry in the digital era has shifted audience consumption patterns from linear television to digital platforms based on Video on Demand (VOD). This shift requires broadcasting institutions, including tvOne, to adjust their communication management to remain relevant to audience characteristics, particularly among younger generations. This study aims to analyze audience consumption patterns, content distribution models, and digital promotion programs of the Dua Sisi talk show on the tvOneNews YouTube channel. A qualitative case study approach was applied, with data collected through in-depth interviews, non-participant observation, and documentation of digital content. The findings indicate that Dua Sisi audiences are dominated by Generation Z and millennials who prefer the flexibility of YouTube over linear television. The distribution model includes full episodes, highlight segments, and short clips disseminated across multiple platforms. The digital promotion program employs flyers, teasers, community posts, and highlight content after broadcasts. This research emphasizes that broadcast communication management must adapt to the logic of platforms that prioritize Datafication, Connectivity, and interactivity in order to remain relevant and competitive in the digital media ecosystem.

Kebiasaan Gen Z dalam Membentuk Kebiasaan Konsumsi Coklat Dubai Ditinjau pada Peran Media Sosial Natasya Sarah Mountina; Prima Mulyasari Agustini
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.780

The development of social media has changed the way Generation Z shapes their preferences and consumption decisions. This research aims to understand how social media exposure, particularly through content from influencers and peer communities, influences perceptions and purchasing decisions towards Dubai chocolate products. Using a descriptive qualitative approach and phenomenological methods, data was collected from interviews with ten informants and one triangulator. The results were analyzed using Social Judgment Theory and Social Construction of Reality. The findings show that exposure to digital content is able to shift an individual's initial attitude from indifference to acceptance, as well as forming a collective meaning towards the product as a symbol of lifestyle, social status and digital identity. Dubai chocolate consumption is not only functional, but also symbolic, reflecting a shift in consumption paradigm among Gen Z. This research recommends the importance of marketing strategies based on social narratives and critical awareness in facing digital trends.

Tiktok sebagai Mesin Viralitas: Studi Tren Boost Juice di Kalangan Gen Z Jabodetabek Indri Anggraini; Prima Mulyasari Agustini
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.782

The phenomenon of virality on social media has reshaped consumer behavior, particularly among Generation Z. This study examines how TikTok, as a short-video platform, influences the perception and purchase interest of Gen Z toward Boost Juice products in the Greater Jakarta area. Using a qualitative case study approach, data were collected through open-ended questionnaires, netnographic observation of TikTok content, and interviews with brand representatives. The findings reveal that organically viral content, combined with the power of digital communities and the Fear of Missing Out (FOMO), drives curiosity and impulsive purchase decisions. Visually engaging content, emotional testimonials from local creators, and community involvement in the “jus ayaya” narrative are key triggers in forming purchase interest. These results affirm TikTok’s role not only as an entertainment platform but also as a strategic medium in shaping digital consumption patterns and generating impactful marketing momentum. The study recommends brands to adopt adaptive strategies and leverage authentic content to navigate the dynamics of digital virality.

Proses Memori Konsumen di Era Digital: Tiktok, Fuji dan Pembentukan Preferensi Pangan Gen Z: Studi Kasus Konten Snack Tray Haus Iga Trisna Purnama Dewi Ningrat; Prima Mulyasari Agustini
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 5 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i5.7700

In today's digital era, which emphasizes visual engagement and social participation, social media platforms such as TikTok have emerged as key mediums for shaping perception, memory, and consumption preferences among younger generations, particularly Generation Z. This study aims to analyze the mechanism of consumer memory in forming food preferences for the product snack tray Haus!, mediated through content created by influencer Fujianti Utami (Fuji) on TikTok. Employing a descriptive qualitative approach with a case study method, data were collected through content observation, online surveys with 16 Gen Z respondents, and triangulated with insights from internal representatives of HAUS! Indonesia. The findings reveal that Fuji’s visual content successfully activates consumer memory in alignment with the three-stage memory model proposed by Michael R. Solomon (2019): sensory memory, short-term memory, and long-term memory. The visual and emotional stimuli in the content facilitate encoding processes and strengthen brand association in the consumer’s mind. Repetitive exposure and TikTok’s algorithmic support enhance long-term memory retention even without direct consumption experience. Influencers also function as emotional and social mediators, signaling strong behavioral cues to Gen Z consumers, especially through the Fear of Missing Out (FOMO) effect. The study concludes that digital consumption preferences are shaped through a combination of visual cognition, digital affection, and authentic communication strategies.

Pengaruh Mobile App Attractiveness, Functionality, Security dan Consumer Fulfillment Terhadap E-Loyalty dengan E-Satisfaction Sebagai Intervening pada E-Commerce Tokopedia Krisnadi; Prima Mulyasari Agustini
MES Management Journal Vol. 3 No. 2 (2024): MES Management Journal
Publisher : MES Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mesman.v3i2.419

With e-satisfaction serving as a mediator in the Tokopedia online business, the purpose of this study is to examine the impact of versatile application attractiveness, functionality, security, and customer fulfilment on e-loyalty. For the quantitative research approach, data were gathered through a survey. The members in this study are Tokopedia web based business clients who have made purchases there. The sample for this study is made up of some Tokopedia e-commerce customers who have purchased at least one mobile phone product since January 2023. Tokopedia is only available to customers in Greater Jakarta. In this study, probability sampling is used. The SEM-PLS approach is used by the specialist. The study found that attractiveness, security, and customer fulfillment of mobile apps had a significant impact on e-satisfaction. Functionality had no significant impact on e-satisfaction. E-loyalty is also significantly influenced by customer satisfaction and customer fulfillment. E-satisfaction had no significant impact on moderating customer fulfillment to e-loyalty in this study.

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