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All Journal Journal of Economics and Management Scienties Jurnal Ilmiah Bisnis, Manajemen, dan Akuntansi
Setya Indah Isnawati
Ngudi Waluyo University
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Library & Information Science Social Sciences

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ANALISIS PERILAKU MEMBELI GENERASI Z TERHADAP PELUANG BISNIS RITEL Setya Indah Isnawati
Jibaku: Jurnal Ilmiah Bisnis, Manajemen dan Akuntansi Vol. 2 No. 2 (2022)
Publisher : Universitas Ngudi Waluyo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35473/.v2i2.1788

Abstract

Kemajuan teknologi informasi dan komunikasi telah menyebabkan dua perubahan besar dalam dunia bisnis. Pertama, munculnya gelombang perusahaan baru yang mendasarkan model bisnisnya di internet. Kedua, lahirnya kelompok baru pembeli, yang dikenal sebagai Generasi-Z, yang memiliki tingkat ekspektasi dan respons yang berbeda terhadap konsumsi pembelian. Kedua perubahan ini – perubahan paradigma bisnis dan perilaku konsumsi - diyakini memiliki dampak yang luas pada bagaimana perusahaan menjalin relasi dengan mitra bisnis dan pelanggan mereka. Penelitian ini bertujuan untuk menyelidiki perilaku pembelian Generasi-Z dan bagaimana pengetahuan ini membantu penciptaan peluang baru untuk bisnis ritel. Metode penelitian kualitatif telah diterapkan melalui wawancara mendalam terhadap 23 responden. Studi ini menemukan bahwa pelanggan Generasi-Z di Indonesia memiliki kecenderungan kuat untuk berbelanja online dan mereka menunjukkan perilaku khusus terutama saat berbelanja pakaian, makanan & minuman. Bonus demografi yang dinikmati Indonesia sejak 2012 juga menyoroti pentingnya generasi ini di dalam lingkungan bisnis di negara ini.
Kapabilitas Influencer Marketing dan Content Marketing dalam Industri Pariwisata Magelang terhadap Keterlibatan Pelanggan dengan Viral Marketing sebagai Variabel Intervening di Era 5.0 Setya Indah Isnawati; Eko Nur Hermansyah; Adi Purwanto
Journal of Economics and Management Scienties Volume 8 No. 4, September 2026 (Accepted)
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i4.501

Abstract

The rapid increase in TikTok users until 2025 has encouraged tourism industry players in Magelang Regency to adopt more interactive and viral communication strategies to build closeness with consumers. This study aims to examine the effect of influencer marketing and content marketing on customer engagement with viral marketing as a mediating variable in the tourism industry in Magelang Regency. This study uses quantitative methods and PLS-based Structural Equation Modeling (SEM). Data were collected through questionnaires from 230 tourists in five tourist destinations in Magelang Regency, which were selected using convenience sampling. The analysis was conducted using PLS software to confirm the suitability of the empirical model and the relationship between the research variables. The results show that both digital marketing strategies have a positive and significant effect on customer engagement, both directly and through viral marketing. Viral marketing has been proven to be a mediator that strengthens the relationship between digital marketing strategies and customer engagement. The research model explains 61% of the variability in customer engagement, confirming that content virality is a strategic mechanism in enhancing the effectiveness of digital marketing in the 5.0 era. These findings imply that optimizing influencer collaboration and content quality is crucial for driving sustainable tourist engagement.
Co-Authors Adi Purwanto Eko Nur Hermansyah