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All Journal Jurnal Administrasi Bisnis Journal of Social And Economics Research journal of social and economic research
Istiharini
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Abstract

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.
THE INFLUENCE OF BOYBAND RIIZE AS A CELEBRITY ENDORSER ON CONSUMERS’ PURCHASE INTENTION TOWARD ETUDE PRODUCTS Mutiara, Ni Ketut Sonia; Istiharini
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.968

Abstract

This study aims to explore the influence of celebrity endorser specifically the K-pop group RIIZE and online customer reviews on consumers’ purchase intention toward Etude products, with trust serving as a mediating variable. The research is grounded in the growing importance of digital marketing, where public figures and user-generated content increasingly shape brand perception and buying behavior, especially among younger, social-media-savvy consumers. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS 26.0 to analyze data gathered from 370 respondents, most of whom belong to Generation Z. The variables measured in this study include celebrity endorser, online customer review, trust, and purchase intention, using online questionnaires as the data collection method. The results reveal that celebrity endorsement significantly influences both consumer trust and purchase intention. Trust also plays a role in encouraging purchase intention, although it does not significantly mediate the relationship between celebrity endorsement and intention to buy. In contrast, online customer reviews do not show a significant impact, either directly or indirectly, on trust or purchase intention. These insights offer practical implications for marketers to design visually engaging and emotionally resonant strategies that align with the preferences and behaviors of digital-native consumers, especially those from Generation Z.
THE INFLUENCE OF BOYBAND RIIZE AS A CELEBRITY ENDORSER ON CONSUMERS’ PURCHASE INTENTION TOWARD ETUDE PRODUCTS Mutiara, Ni Ketut Sonia; Istiharini
Journal of Social and Economics Research Vol 7 No 2 (2025): JSER, December 2025
Publisher : Ikatan Dosen Menulis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/jser.v7i2.968

Abstract

This study aims to explore the influence of celebrity endorser specifically the K-pop group RIIZE and online customer reviews on consumers’ purchase intention toward Etude products, with trust serving as a mediating variable. The research is grounded in the growing importance of digital marketing, where public figures and user-generated content increasingly shape brand perception and buying behavior, especially among younger, social-media-savvy consumers. A quantitative approach was employed using Structural Equation Modeling (SEM) with AMOS 26.0 to analyze data gathered from 370 respondents, most of whom belong to Generation Z. The variables measured in this study include celebrity endorser, online customer review, trust, and purchase intention, using online questionnaires as the data collection method. The results reveal that celebrity endorsement significantly influences both consumer trust and purchase intention. Trust also plays a role in encouraging purchase intention, although it does not significantly mediate the relationship between celebrity endorsement and intention to buy. In contrast, online customer reviews do not show a significant impact, either directly or indirectly, on trust or purchase intention. These insights offer practical implications for marketers to design visually engaging and emotionally resonant strategies that align with the preferences and behaviors of digital-native consumers, especially those from Generation Z.
Pengaruh Nostalgia Proneness terhadap Ad-evoked Vicarious Nostalgia Iklan Kodak Eastman pada Konsumen Indonesia Prasetya, Nicolas; Gunawan, Theresia; Istiharini
Jurnal Administrasi Bisnis Vol. 19 No. 2 (2023)
Publisher : Business Administration Department - Universitas Katolik Parahyangan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26593/jab.v19i2.6952.%p

Abstract

Generation Z consumer interest in products and services that evoke feelings of nostalgia has grown since the COVID-19 pandemic took place. This is due to the social distancing policy which causes various psychological problems, such as; loneliness, anxiety, and depression. Nostalgia itself is believed to be a powerful antidote in overcoming this problem. This phenomenon is shown in one way or another in the rise of the analog photography trend, particularly through the boom in demand for Kodak films which are popular with Generation Z consumers who do not have personal references to nostalgic Kodak advertising content. Based on this research, it is proven that nostalgia proneness or consumers' tendency to feel nostalgic emotions will affect the intensity of nostalgic emotions generated through the nostalgic advertisements produced, even though they are historical in nature or they do not have personal experience with these advertisements. This research also proves that references and trends are one of the important factors for Generation Z consumers in Indonesia to have a strong tendency to feel nostalgia that is vicarious, especially in understanding the content of the Kodak advertisements they see.
Co-Authors Mutiara, Ni Ketut Sonia Prasetya, Nicolas Theresia Gunawan