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All Journal J-MACC : Journal of Management and Accounting Journal of Citizen Research and Development
Gevy Ketia Ginting
Universitas Negeri Medan
Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Medicine & Pharmacology Other

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Analysis of the Use of Various Languages in Msme Digital Marketing on Instagram: Case Study of Pukis Kota Baru Della Agaveni Butarbutar; Anastasia Boru Hasugian; Cindy B Sitanggang; Afifah Nida Suhailah Br Dalimunthe; Gevy Ketia Ginting; Agil Badawi; Syairal Fahmy Dalimunthe
Journal of Citizen Research and Development Vol. 1 No. 2 (2024): November 2024
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/jcrd.v1i2.3957

Abstract

The rapid development of technology requires MSME Entrepreneurs to be more creative and innovative. Instagram is one of the Social Media that is widely used in promoting their products today. Like the @pukiskotabaru account which uses Instagram as a digital marketing tool. The purpose of this study is to determine the type of use of language varieties in video content on the @pukiskotabaru Instagram account and assess the effectiveness of the use of language varieties by the @pukiskotabaru Instagram account in attracting attention and influencing consumers. In this study, researchers used qualitative methods with data collection techniques then used content analysis techniques, where researchers collected several video content to find several interesting posts or videos in the process of digital marketing of their products. The results of this study indicate that the use of language varieties in the video content of the @pukiskotabaru Instagram account consists of spoken language varieties, written language varieties, and nonstandard language varieties, the use of persuasive written language varieties and strong visuals to attract consumer interest and the use of these language varieties has proven to be quite effective in attracting attention and influencing consumers.
PENGARUH LIVE STREAMING DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN PRODUK DI TIKTOK SHOP PADA GENERASI Z Farel Akbar Aditya Saragih; Dhaet Fretty Napitupulu; Dhea Anandha Pinem; Gevy Ketia Ginting; Saidun Hutasuhut
J-MACC Vol 9 No 2 (2026): Oktober
Publisher : Fakultas Ekonomi Universitas Islam Darul Ulum Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/j-macc.v9i2.13337

Abstract

The growth of social commerce has transformed consumer purchasing behavior, particularly through TikTok Shop. To influence consumer purchasing decisions, sellers increasingly implement digital marketing strategies, especially live streaming and flash sale programs. Generation Z, as a digitally native generation with intensive social media engagement, has become one of the most responsive market segments toward these promotional approaches. Therefore, this study aims to examine the influence of live streaming and flash sale on purchasing decisions for products sold through TikTok Shop among Generation Z consumers. This study employed a quantitative approach with an associative research design. Data were collected through questionnaire distribution to 71 respondents who met the research criteria and analyzed using multiple linear regression with SPSS. Partially, live streaming had a positive and significant effect on purchasing decisions. Flash sale also showed a positive and significant effect. Simultaneously, both variables significantly influenced purchasing decisions. The Adjusted R Square value of 0.631 indicates that the model explained 63.1% of the variation in purchasing decisions. These findings suggest that interactive communication through live streaming combined with time-limited promotional strategies through flash sale plays an important role in encouraging purchasing decisions among Generation Z consumers on TikTok Shop.
Co-Authors Afifah Nida Suhailah Br Dalimunthe Agil Badawi Anastasia Boru Hasugian Cindy B Sitanggang Della Agaveni Butarbutar Dhaet Fretty Napitupulu Dhea Anandha Pinem Farel Akbar Aditya Saragih Hutasuhut, Saidun Syairal Fahmy Dalimunthe