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All Journal MANAJEMEN DEWANTARA International Journal of Asian Business and Management (IJABM)
Pryatmoko, Dimas Yovie
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WHITE TOMATO BY ATHENA PADA PENGGUNA TIKTOK GEN Z DI SURABAYA Pryatmoko, Dimas Yovie; Aminah, Siti
MANAJEMEN DEWANTARA Vol 9 No 2 (2025): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v9i2.19923

Abstract

The purpose of this study is to analyze the effects of influencer and content marketing on the purchasing behavior of Athena's White Tomato product among Generation Z TikTok users in Surabaya. 105 respondents were included in the quantitative study using the eksplanatory research approach and the purposive sample technique. Data collection is done using an online questionnaire, and analysis is done using SEM-PLS software from SmartPLS. The study's findings indicate that both influencer and content marketing have a positive and significant impact on consumers' purchasing decisions. Digital marketing strategies based on social media are quite effective at attracting Gen Z, who are very active on TikTok.
Implementation of PT Mulyosari Group's Leadership Style in Improving Employee Work Performance Pryatmoko, Dimas Yovie; Majid, Nurkholish
International Journal of Asian Business and Management Vol. 2 No. 6 (2023): December, 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v2i6.7486

Abstract

Leadership is a form of leaders' efforts to shape culture within an organization or company, the application of a good leadership style aims to prosper the members. The       results of the application of the existing leadership style in the previous period became the evaluation benchmark for the new leadership, this study aims as an effort to increase the interest of students or prospective students to participate in student organization activities amid the many volunteers and the Ministry of Education's program by showing different leadership flows, democratic leadership styles, in an organization if there is a problem, they must always discuss it with the team with the object of the COO of PT Mulyosari Group using descriptive qualitative methods with a leadership style approach
Co-Authors Nurkholish Majid Siti Aminah