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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Zahra Adinda Yahya
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Peran Influencer dan Komunitas Digital dalam Mendorong Adopsi Produk Kholifatur Rosyidah; Zahra Adinda Yahya; M. Ashiful Ardan; Achmad Chakim; Muhafidhah Novie
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 1 (2026): Januari
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i1.8138

Abstract

This article discusses how product adoption in digital ecosystems is shaped by influencers and digital communities across several country contexts. The study applies a literature review with a qualitative synthesis approach using scholarly articles published between 2016 and 2026. The main goal is to compare key social mechanisms that repeatedly appear in adoption processes, especially trust, social proof, influencer credibility, message value, and reinforcement through live streaming. The synthesis shows that trust is the central node linking content exposure to purchase intention. In Western European contexts such as Belgium and the United Kingdom, consumers tend to rely on influencer signals like product fit, profile credibility, and popularity indicators. In France, parasocial interaction further strengthens the effect of credibility on purchase intention. In Indonesia, the combined role of influencers, communities, and live streaming can build trust quickly, yet it may also accelerate brand switching when trends shift. In Nordic contexts such as Sweden and Finland, and in cross country SME discussions, internal digital readiness and service consistency are crucial so adoption continues into stable customer experience and repeat purchase.
Pengaruh Daya Tarik Iklan, Harga, dan Electronic Word Of Mouth (E-WOM) Terhadap Minat Pengguna Jasa Transportasi Online Grab pada Generasi Z di Kota Sidoarjo Puspa Nurani Azzahrah; Zahra Adinda Yahya; Achmad Chakim; Edita Rachma Kamila
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 1 (2026): Januari
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i1.8355

Abstract

Penelitian ini bertujuan menganalisis pengaruh daya tarik iklan, harga, dan electronic word of mouth terhadap minat Generasi Z dalam menggunakan jasa transportasi online Grab di Kota Sidoarjo. Pendekatan yang digunakan adalah kuantitatif dengan desain survei melalui kuesioner kepada responden Generasi Z di Sidoarjo sebanyak 30 orang menggunakan teknik sampling jenuh. Data dianalisis menggunakan regresi linier berganda untuk melihat pengaruh variabel independen terhadap minat pengguna. Hasil penelitian menunjukkan bahwa harga menjadi faktor yang paling konsisten membentuk minat penggunaan Grab, sedangkan daya tarik iklan dan eWOM tidak berperan langsung secara parsial dalam meningkatkan minat. Temuan ini mengindikasikan bahwa Gen Z cenderung mengambil keputusan berbasis nilai yang segera dirasakan, terutama keterjangkauan tarif dan kekuatan promo, sementara iklan dan ulasan digital lebih berfungsi sebagai konteks pendukung. Implikasi praktisnya, strategi pemasaran perlu memprioritaskan transparansi harga, stabilitas promo, dan komunikasi nilai layanan yang mudah diverifikasi oleh pengguna.
Co-Authors Achmad Chakim Edita Rachma Kamila Kholifatur Rosyidah M. Ashiful Ardan Muhafidhah Novie Puspa Nurani Azzahrah