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All Journal Electronic Journal of Education, Social Economics and Technology
Farrel Pasya Harramain
Politeknik Negeri Bandung
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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Influence of Branded Entertainment and Non-Promotional Educational Content on TikTok toward Gen Z’s Perception and Purchase Intention Robi Rojaya Simbolon; Farrel Pasya Harramain; Adinda Dwi Handayani; Elena Elizabeth Simbolon; Sania Aryani
Electronic Journal of Education, Social Economics and Technology Vol 6, No 1 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i1.686

Abstract

This study aims to analyze the influence of branded entertainment series (BES) and non-promotional educational content (NPEC) on positive perceptions and purchase intentions among Generation Z, focusing on TikTok users in the Bandung Raya area. Using a quantitative approach and Partial Least Squares Structural Equation Modeling (PLS-SEM), this research involved 113 respondents, consisting of Generation Z students actively using the TikTok application. The analysis revealed that BES has a significant positive impact on purchase intentions, although its effect on positive perceptions is relatively smaller. Conversely, NPEC demonstrated a stronger influence on positive perceptions and was also significant in affecting purchase intentions. These findings indicate that while BES effectively increases purchase intentions, NPEC plays a more significant role in shaping positive brand perceptions, ultimately influencing consumer purchase decisions. Positive perceptions were found to mediate the relationship between BES, NPEC, and purchase intentions, confirming the importance of building a good brand image as a preliminary step to influencing purchasing decisions. This study provides valuable insights for marketers in designing more effective marketing strategies, especially on social media platforms like TikTok, which are highly popular among Generation Z. By understanding the impact of BES and NPEC, brands can more accurately choose the content strategies to build stronger and more authentic relationships with young audiences.
NFT Market Segmentation Classification of Buyer Behavior Based on Blockchain Type and Marketplace Platform Using Power BI Interactive Data Visualization Ananda Marcella Suratman; Alyani Intan Shaffira; Farrel Pasya Harramain; Akhmad Bakhrun
Electronic Journal of Education, Social Economics and Technology Vol 7, No 1 (2026)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v7i1.688

Abstract

The Non-Fungible Token (NFT) market has experienced rapid growth and high volatility, creating challenges for stakeholders aiming to understand transaction patterns and market behavior. This study addresses these challenges by employing an interactive Power BI dashboard to analyze and visualize NFT transaction data from 2021 to 2022. Grounded in descriptive and correlation analysis, the research is structured into three primary visual components: market summary, transactional insights, and correlation analysis. Using data visualization techniques and statistical correlation theory, the dashboard enables the identification of key performance indicators such as user activity, platform efficiency, and pricing dynamics. The findings reveal significant growth in NFT adoption, with 7,820 unique buyers, 7,872 sellers, and 4,327 creators contributing to the ecosystem. A strong positive correlation (r = 0.77) between current and sale prices indicates predictive potential in price behavior. Among blockchain platforms, Solana recorded the highest total sales US$13.0 million and royalty distributions 13,000, while LooksRare and Foundation stood out as the most profitable marketplaces for creators. The Collectibles category led in transaction volume, with collections like AbstractVerse attracting notable interest. While monthly transaction volumes varied, the overall market value remained relatively stable, peaking in December 2022. This study contributes to a deeper understanding of NFT market mechanics by combining data-driven analysis with interactive visual tools, offering valuable insights for creators, investors, and analysts navigating the digital asset landscape.
Co-Authors Adinda Dwi Handayani Alyani Intan Shaffira Ananda Marcella Suratman Bakhrun, Akhmad Elena Elizabeth Simbolon Robi Rojaya Simbolon Sania Aryani