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All Journal Journal of Artificial Intelligence and Digital Business The Es Economics and Entrepreneurship
Novandri, Weni
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Social Media Marketing Strategy Strategic Content Capability and Social Engagement: A Pathway to Social Media Performance in Indonesian MSMEs Pratama, Putra; Najmudin, Najmudin; Sudarto, Sudarto; Novandri, Weni; Pradipta Setyanto, Refius; Rabiatul Adawiyah, Wiwiek
The Es Economics and Entrepreneurship Vol. 4 No. 01 (2025): The Es Economics And Entrepreneurship (ESEE)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esee.v4i01.620

Abstract

The tremendous development of social media usage—which now exceeds 5.4 billion people worldwide—has brought digital platforms to the center of marketing strategy. However, existing research frequently ignores the impact of strategic planning and internal content skills on engagement and performance. By investigating the impact of Digital Content Capability (DCC) and Social Media Marketing Strategy (SMMS) on Customer Engagement (CE) and Social Media Performance (SMP) among Indonesian fashion MSMEs, this study fills a significant knowledge gap. Data from 130 respondents were evaluated quantitatively using Structural Equation Modeling (SEM-PLS). The results suggest that DCC and SMMS have a considerable impact on CE, which then mediates their effect on SMP. The findings show that social media efficacy is based on more than just frequency or platform choice, but also on the strategic capacity to create relevant, consistent, and analytically driven content. This study provides both theoretical insights and practical methods for SMEs to improve their content strategies and digital outcomes.
Pengaruh Sosial Presence dan Scarcity terhadap Impulsive Buying pada TikTok Live: Peran Mediasi Arousal Anisa, Alifia Fahda; Novandri, Weni; Pradisti, Larisa
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 5 No. 1 (2026): Februari - April
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v5i1.1244

Abstract

Live streaming commerce seperti TikTok Live telah mendorong impulsive buying di kalangan Generasi Z melalui interaksi sosial dan stimulus emosional yang intens. Penelitian ini bertujuan menganalisis pengaruh social presence dan scarcity terhadap impulsive buying dengan arousal sebagai variabel mediasi, berdasarkan kerangka Stimulus-Organism-Response (S-O-R), untuk mengisi evidence gap (inkonsistensi temuan), methodological gap (kurangnya mediasi kompleks), serta population gap (fokus Gen Z Indonesia). Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner daring. Populasi adalah pengguna aktif TikTok Live Generasi Z di Pulau Jawa, Indonesia, dengan sampel 250 responden dipilih via purposive sampling berdasarkan kriteria relevan. Instrumen pengumpulan data adalah kuesioner Google Form yang disebarkan via media sosial, dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) untuk menguji validitas konvergen (AVE, loading), reliabilitas (CR, Cronbach's Alpha), R-square, f-square, path coefficient, serta uji mediasi bootstrapping. Hasil menunjukkan semua konstruk valid (AVE > 0.5; loading > 0.7) dan reliabel (CR > 0.7), namun R² arousal (0.063) dan impulsive buying (0.008) sangat lemah. Tidak terdapat pengaruh signifikan social presence atau scarcity terhadap arousal dan impulsive buying (p > 0.05, T < 1.96), serta mediasi arousal tidak terbukti. Kesimpulan menyatakan stimulus tersebut gagal memicu mekanisme emosional S-O-R secara optimal pada Gen Z TikTok Live Indonesia. Penelitian lanjutan disarankan memasukkan moderasi trust, perluas sampel nasional, dan gunakan mixed-methods.
Co-Authors Anisa, Alifia Fahda Najmudin Pradipta Setyanto, Refius Pradisti, Larisa Putra Pratama Rabiatul Adawiyah, Wiwiek Sudarto Sudarto