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Wati, Lela Nurlaela
Universitas Teknologi Muhammadiyah Jakarta
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Journal : Applied Quantitative Analysis (AQA)

 1 
Social Media Marketing and Purchasing Decision among Generation Z consumers Torres, Patrixia Gliezel; Alam, Priyono Joko; Wati, Lela Nurlaela
Applied Quantitative Analysis Vol. 3 No. 2 (2023): December 2023
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.1886

Abstract

This research identified the strategies that enable small and medium-sized enterprises (SMEs) to leverage social media in engaging Generation Z consumers. Understanding how SMEs utilize social media and implement best practices is crucial for fostering business-to-consumer relationships.The study assessed the level of utilization of social media marketing, specifically electronic word-ofmouth (eWOM), trust, and the level of purchasing decision factors (awareness, interest, desire, and action) among Generation Z consumers in Los Baños, Laguna. The findings reveal that social media marketing, particularly eWOM, was fully utilized by Generation Z consumers in Los Baños, Laguna, indicating its significance in influencing their purchasing decisions. This research used a quantitative research design with a total of 380 respondents of Generation Z residing in Los Baños, Laguna. The instrument used was an adopted survey-questionnaire that is already validated by the previous researcher and to be improved and validated by the adviser. Overall, this research provides valuable insights into the relationship between social media marketing and Generation Z consumers' purchasing decisions. Understanding and leveraging these insights can help businesses effectively engage with this influential consumer segment and drive business growth in the digital age
Event Study: This study Do politically affiliated groups affect stock returns during the presidential Election? Setiyawan, Pudi; Wati, Lela Nurlaela; Soma, Mukti; Kusnadi, Eko
Applied Quantitative Analysis Vol. 5 No. 1 (2025): January - June Issue
Publisher : Research Synergy Foundation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31098/quant.2842

Abstract

This study analyzes the effect of the 2024 general election on the stock prices of companies affiliated with presidential and vice presidential candidate pairs in Indonesia. The methodology used in this study is an event study to measure abnormal returns before and after an election. The sample includes companies listed on the IDX, with as many as 34 companies listed based on connection politics. The research period comprises 40 estimation periods and 20 event periods. The statistical tools used for hypothesis testing were the t-test, paired sample t-test, and Wilcoxon signed-rank test. This study found that election-related information does not significantly impact average abnormal returns (AAR) before and after. However, the event study results show that political connections between companies with presidential and vice presidential candidates affect market reactions to new information during the event period. This study is essential for investors and capital market practitioners when formulating investment decision-making strategies during the general election period. These results are expected to serve as a reference for further studies on the influence of politics on the capital market in Indonesia.
Co-Authors Abdrazakova, Ainur Abdul Mukti Soma Ade Irma Rismala Ahmad Maulana Alam, Priyono Joko Alexander Bagaswara Ali Fahmi AM Soma Amalia Kusuma Wardini Amalia Kusuma Wardini Amalia Kusuma Wardini Andri Armaenah Andy Dharmalau Apsary, Nilla Arifin, Agus Zainul Ayu, Shilfa Bambang Rahardjo Bono Prambudi Budi Andru Citra Alifia Yulianti Darda, Ahmad Darwis, Hidayat Dayani Okvi Yanto Dharmalau, Andy Dinti Gircela Dwiyana Kartikasari Etty Puji Lestari Evi Adriani Faizul Mubarok Fariz Saputra, Adi Finna Kurniasih Fitri Selvia Galang Raindo Syahdam Gezer Sowandito Ginta Ginting, Ginta Gunawan Triwiyono Haq, Fajrialshah Amarul Harri Yuni Rachman Harry Pambudi Hartono, Muchamat Heike Hakim Hendrian Hendrian, Hendrian Hidayat, Novan Wahyu Ibrahim, Luckman Ida Ayu Putu Sri Widnyani Ilza Febrina Ilza Febrina Ilza Febrina Imam Santoso Ira Geraldina Isprihayadi, Heri Ispriyahadi, Heri Iswari, Andina Kartikasari, Dwiyana Kaylanisa, Sarah Khoirun Nisa Kiagus Muhammad Amin Kun Hartawan Adi Satria Kurnia Tri Jayanti Kusnadi, Eko Laras Putri Maidina Lisa Nurlitasari Lutfan, Ifan Muhamad Lutfi, Mohamad M. Lutfi Maftuchach, Viniyati Mailani, Indah Maria Suryaningsih Marlianingrum, Peggy Ratna Marson Simanjuntak, Harros Martino Wibowo Maudy Rosalina Meita Istianda Miharto, Elititus Mislia Ambar Sari Mita Apriliasari Moch. Rizal Momon Momon Muchamat Hartono Muhammad Syafi'i Mulyanti, Rita Yuni Ndaru Ruseno Ngurah Budiartha Wicaksana Nong Tatu Parida Norhamida, Hana Novan Wahyu Hidayat Nur Habib Nuraeni Pristiawati, Siti Nurul Hudaeini Nurwaidah Octavia Handayani Oktavia Oktavia . Pandaya Pandaya Parida, Nong Tatu Persada, Topan Prambudi, Bono Pranajaya, Harry Pusfitalisya Pusfitalisya Putri Firadani, Seprila Ramdany Ramdany, Ramdany Riadi, Refren Riansyah, Yunus Rini Yayuk Priyanti Rini Yayuk Priyati Rizal, Moch. Rizaldy, Mochamad Asmi Ruseno, Ndaru Sahraman Hadji Latif Satriawan, Muhammad Arjuna Setiyawan, Pudi Soma, A. Mukti Soma, AM Soma, Mukti Sri Rahayu Sudrajat, Oki Suhana Suhana Suhana Suhana Suprapta, Imam Supriatiningsih, Supriatiningsih Supriatininingsih, Supriatiningsih Suryaningsih, Maria Susi Susilawati SUSILAWATI, SUSI Tati Rajati Tiena Suhartini Torres, Patrixia Gliezel Viniyati Maftuchach Wardini, Amalia Kusuma Wenty Febrianti Yuli, Rama Zaenudin Zaenudin Zulkarnain, Abdul Malik