Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Dan Karya Mahasiswa Mimbar Administrasi
Mutammima Mutammima
Unknown Affiliation
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Analisis Etika dan Materialisme dalam Iklan Kontemporer sebagai Strategi Branding di Era Digital Rr. Ajeng Jelita Cahya Lazuardyne; Siti Amilatus Sholikha; Thouresyah Aprillia; Sophia Kumala Dewi; Mutammima Mutammima; Sukron Makmur; Putri Hikmatul Izza
MIMBAR ADMINISTRASI FISIP UNTAG Semarang Vol. 22 No. 1 (2025): April : Jurnal MIMBAR ADMINISTRASI
Publisher : Universitas 17 Agustus 1945

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mia.v22i1.2778

Abstract

This study aims to analyze the interplay between ethical values and materialism in digital advertising and its impact on branding strategies in the digital era. Using a qualitative literature review approach, the study evaluates 25 national and international journals discussing contemporary ethical dilemmas, such as visual manipulation, transparency issues, and consumerist values in advertising. The findings highlight that while materialism can enhance brand imagery, it risks breaching ethical standards without alignment to honesty and social responsibility. The study also underscores the relevance of Islamic ethical values—such as as-sidq and amanah—in building sustainable branding. Ethical awareness in digital advertising is not just normative but a long-term branding strategy
Pengaruh Social Media Marketing, Electronic Word Of Mouth (e-WOM), dan Customer Engagement terhadap Brand Awareness Skincare Glad2Glow pada Generasi Z di TikTok Mutammima Mutammima; M. Sulhan
Jurnal Ilmiah Dan Karya Mahasiswa Vol. 4 No. 3 (2026): Juni : JURNAL ILMIAH DAN KARYA MAHASISWA (JIKMA)
Publisher : Institut Teknologi dan Bisnis (ITB) Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54066/jikma.v4i3.4540

Abstract

This research seeks to evaluate how Social Media Marketing, Electronic Word of Mouth (E-WOM), and Customer Engagement affect the Brand Awareness of Glad2Glow skincare products among TikTok users from Generation Z. The rise of digital technology and social media has transformed how consumers behave, particularly Generation Z, who are more inclined to trust online information rather than conventional advertising. TikTok has emerged as a leading platform in Indonesia, with 76% of its users falling within the age group of 18 to 34. The research employs a quantitative methodology with a causal associative framework. Data were gathered through online surveys shared on social media platforms to a sample of 100 participants selected through purposive sampling. The criteria for participants included being between 14 and 29 years old, active TikTok users for at least three months, having viewed Glad2Glow content, and residing in Indonesia. The analysis of the data utilized Structural Equation Modeling-Partial Least Square (SEM-PLS) conducted with SmartPLS 4. 1. The results showed that: (1) Social Media Marketing had no significant effect on Brand Awareness (p-value 0.517 > 0.05); (2) Electronic Word of Mouth had a positive and significant effect on Brand Awareness (p-value 0.015 < 0.05); (3) Customer Engagement had a positive and significant effect on Brand Awareness (p-value 0.000 < 0.05) with the highest path coefficient of 0.537; (4) The three variables simultaneously had a significant effect on Brand Awareness with R-Square value of 0.891, indicating that 89.1% of Brand Awareness variation was explained by the three variables. The findings imply that companies need to prioritize increasing Customer Engagement and effectively managing Electronic Word of Mouth to build Brand Awareness on TikTok platform.
Co-Authors M. Sulhan Putri Hikmatul Izza Rr. Ajeng Jelita Cahya Lazuardyne Siti Amilatus Sholikha Sophia Kumala Dewi Sukron Makmur Thouresyah Aprillia