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All Journal Journal of Economic, Bussines and Accounting (COSTING) Asian Journal of Management Analytics
Saroyini, Putu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Influencer Marketing Strategy on Generation Z Consumer Purchasing Behavior Saroyini, Putu; Putri PA, Andiena Nindya
Asian Journal of Management Analytics Vol. 3 No. 4 (2024): October 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v3i4.10834

Abstract

In the digital era, influencer marketing has become one of the main strategies used by companies to influence consumer purchasing behavior among Generation Z, which is the most active demographic group on social media and is highly influenced by content created by influencers. However, there are some specific aspects related to the purchasing behavior of Generation Z consumers that have not been explored in depth. This study aims to explore the influence of influencer type, content type, influencer engagement, and marketing message on Generation Z consumers' purchasing behavior. This study uses a quantitative approach with a survey method, the population is Generation Z consumers in Indonesia who actively use social media and are exposed to content from influencers. The research sample was taken using purposive sampling of 323 respondents, with data collected through questionnaires distributed online. Data analysis used path analysis to identify the relationship between the research variables. The results showed that influencer type, content type, influencer engagement, and marketing message have a significant effect on product awareness, purchase intention, purchase decision, and consumer satisfaction. A well-designed influencer marketing strategy can increase the effectiveness of marketing campaigns and influence the purchasing behavior of Generation Z consumers, with a focus on selecting suitable influencers, developing engaging content, and increasing the engagement and effectiveness of marketing messages to achieve optimal results.
REBRANDING STRATEGIES AND MARKET RESPONSE: A CASE STUDY OF LOCAL STARTUPS Saroyini, Putu; M. Joni, M. Joni; Fitria, Fitria; Widayat, Eko Wahyu; Mere, Klemens
Journal of Economic, Bussines and Accounting (COSTING) Vol. 8 No. 4 (2025): COSTING : Journal of Economic, Bussines and Accounting
Publisher : Institut Penelitian Matematika, Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/t6xn9r90

Abstract

Rebranding has become an essential strategy for education technology startups, particularly in highly competitive local markets where differentiation and credibility are crucial. The rapid growth of digital learning platforms, the integration of generative artificial intelligence, and the increasing demand for personalized learning experiences have pushed many startups to reposition their brand identities. Although rebranding is widely practiced, scholarly evidence on its market effects remains scattered, requiring systematic synthesis to inform both theory and practice.This review brings together recent studies published between 2020 and 2025 to analyze rebranding strategies employed by local EdTech startups and the corresponding market responses. It explores how branding adjustments influence adoption, trust, user engagement, and institutional acceptance. The analysis reveals that startups frequently rebrand to communicate innovation, enhance cultural relevance, and build legitimacy in education ecosystems where trust is a critical factor for success.The synthesis indicates that effective rebranding often leads to positive market outcomes such as higher adoption rates, improved customer retention, and strengthened stakeholder confidence. However, cases of user confusion, skepticism, and negative sentiment highlight the risks of poorly executed or inauthentic rebranding.
Co-Authors Eko Wahyu Widayat Fitria Fitria Klemens Mere M. Joni, M. Joni Putri PA, Andiena Nindya