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All Journal E-JRM Ekonosfera: Jurnal Ekonomi, Akuntansi, Manajemen, Bisnis dan Teknik Global
Izza, Nikmatul
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Economics, Econometrics & Finance

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Pengaruh Influencer Marketing, Inovasi Produk Dan Persepsi Harga Terhadap Minat Beli Konsumen Produk Jiniso (Studi Mahasiswa Kota Malang) Izza, Nikmatul; Susyanti, Jeni; Saraswati, Ety
E-JRM : Elektronik Jurnal Riset Manajemen E-JRM : Elektronik Jurnal Riset Manajemen Vol. 14 No. 01
Publisher : UNIVERSITAS ISLAM MALANG

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Abstract

Abstract This study is to determine and analyze the effect of Influencer Marketing variables, Product Innovation and Price Perception on Purchase Interest partially and simultaneously through quantitative methods, which were carried out by distributing questionnaires in the form of Google Forms to 75 respondents. The sample in this study consisted of students from Malang City. The data analysis technique used is multiple linear regression analysis, which is processed using SPSS version 25. The results showed that both partially and simultaneously, the variables Influencer Marketing, Product Innovation and price perception have a significant relationship to purchase intention.  Keywords: Influencer Marketing, Product Innovation, Price Perception, Interset 
Pengaruh Representasi Gender dalam Iklan Televisi Terhadap Persepsi Khalayak Fitriyah, Marisatul; Hadi, M. Sofiyan; Izza, Nikmatul
Ekonosfera: Jurnal Ekonomi, Akuntansi, Manajemen, Bisnis dan Teknik Global Vol. 1 No. 3 (2025): Juli
Publisher : Yayasan Cendekia Gagayunan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63142/ekonosfera.v1i3.261

Abstract

The phenomenon of pseudo-feminism in Indonesian advertising reflects how narratives of women’s empowerment are often reduced to mere marketing strategies, without bringing about substantial change in the representation of women. Using a qualitative research method with a visual semiotic analysis approach and in-depth interviews with young women as the primary audience, this study reveals the contradiction between progressive verbal messages and visuals that continue to objectify the female body. Findings show that 73% of the analyzed advertisements exhibit a dissonance between feminist narratives and conventional visual imagery, leading to cognitive confusion and psychological pressure on the audience. Moreover, digital participation through social media as a form of resistance to biased representation faces challenges such as unequal access, algorithmic dominance, and the attention economy. The main conclusion of this research highlights the urgency of ethical transformation in advertising practices and the strengthening of digital public spaces that are more democratic and inclusive.
Co-Authors Fitriyah, Marisatul Hadi, M. Sofiyan Jeni Susyanti Saraswati, Ety