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All Journal Journal of Social Research Journal Of World Science Journal Research of Social Science, Economics, and Management Indonesian Journal Economic Review (IJER)
May Dedu
Universitas Swadaya Gunung Jati
Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect of Digital Promotion and Perceived Ease of Use on Generation Z Consumptive Behavior in Cirebon, Indonesia Muhammad Yasser; May Dedu
Indonesian Journal Economic Review (IJER) Vol. 6 No. 2 (2026): June
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i2.868

Abstract

The proliferation of digital wallets among Generation Z has intensified scholarly concerns about how promotional exposure and transactional ease shape consumptive spending. This study investigates the effect of digital promotion and perceived ease of use on the consumptive behavior of Generation Z digital wallet users in Cirebon, Indonesia. A quantitative associative design with a cross-sectional survey approach was employed, with data collected from 150 respondents selected through purposive sampling. Eligible participants were Generation Z individuals aged 18–28 years who actively used digital wallet applications in Cirebon. A structured five-point Likert-scale questionnaire was used for data collection, and multiple linear regression was applied for analysis. The results show that digital promotion has a positive and significant partial effect on consumptive behavior (B = 0.664, p < .001), as does perceived ease of use (B = 0.312, p < .001). Both variables simultaneously predict consumptive behavior significantly (F = 319.009, p < .001), jointly explaining 81.3% of its variance (R² = 0.813). Digital promotion emerged as the stronger predictor (β = 0.608), reflecting the behavioral impact of cashback offers, flash sales, and voucher incentives on unplanned and impulsive spending. Perceived ease of use (β = 0.325) further reinforces consumptive tendencies by lowering transactional barriers. Drawing on the Technology Acceptance Model and promotion mix theory, these findings highlight the need for digital financial literacy programs, responsible promotional governance by e-wallet providers, and regulatory attention to the behavioral consequences of digital payment ecosystems. Findings are specific to Generation Z digital wallet users in Cirebon and should not be generalized beyond this context.
The Influence of Marketing Content, Online Customer Review, EWOM on the Decision to Purchase Moisturizer Products on the Tiktok Application Della Ayu Safitri; Rafly Alfikri Sobari; May Dedu
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1388

Abstract

This study investigates the influence of content marketing, online customer reviews, and Electronic Word of Mouth (E-WOM) on purchasing decisions for moisturizer products via TikTok, a platform increasingly pivotal in consumer behavior. Employing a quantitative approach, data were collected from 247 active TikTok users in Indonesia through online questionnaires and analyzed using SPSS Version 27 (multiple linear regression). Results revealed that online customer reviews (?=0.479) exerted the strongest influence, followed by E-WOM (?=0.359) and content marketing (?=0.159), collectively explaining 47.3% of purchasing decisions (R²=0.473). The findings underscore the critical role of peer-generated content in building trust and reducing uncertainty, while TikTok’s interactive format amplifies E-WOM’s impact. The study contributes to the Technology Acceptance Model (TAM) by validating TikTok-specific drivers of consumer behavior. Practical implications suggest businesses prioritize authentic reviews and E-WOM strategies on TikTok to enhance consumer engagement and sales. Unexplained variance (52.7%) calls for future research on influencer marketing and cross-platform comparisons.
The Influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth Wom on Skintific Purchase Decisions on Shopee (Case Study in Majalengka Regency) Dhiany Nurhasanah Hanifa; Fayza Nandika Fitriyani; May Dedu
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1391

Abstract

The Indonesian skincare market has evolved with increasing consumer preference for clean, minimalist beauty, leading brands like Skintific to adopt strategic digital marketing approaches. This study aims to analyze the influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth (eWOM) on consumer purchasing decisions, specifically for Skintific products on the Shopee platform in Majalengka Regency. Employing a quantitative approach, data were gathered from 200 respondents via a structured questionnaire and analyzed using multiple linear regression through SPSS Version 27. The findings reveal that all three independent variables significantly influence purchase decisions, with eWOM showing the strongest impact (? = 0.387), followed by Influencer Marketing (? = 0.324), and Social Media Marketing (? = 0.222). The model demonstrated good predictive power, with an R² value of 0.652. These results underscore the importance of digital marketing strategies in shaping consumer behavior and offer actionable insights for businesses to leverage influencer collaboration, social media engagement, and consumer reviews to boost sales. The research contributes to the digital marketing literature by contextualizing consumer behavior in a regional e-commerce setting and highlights the need for future studies to explore moderating variables such as brand loyalty, trust, and demographics to expand generalizability.
The Effect of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in Cosmetics on Tiktok Shop Kurnaesih Safitri; Silvy Ahwattun Khasanah; May Dedu
Journal of World Science Vol. 4 No. 4 (2025): Journal of World Science
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/jws.v4i4.1392

Abstract

The rapid growth of Indonesia’s cosmetics industry, fueled by digital transformation and social commerce, has made impulse buying a critical phenomenon. This study analyzes the effects of Live Streaming, Discounts, and Shopping Lifestyle on Impulse Buying in TikTok Shop, a platform dominating Indonesia’s e-commerce landscape. Using a quantitative approach, data from 145 TikTok Shop users in Cirebon Regency were analyzed via multiple linear regression. Results confirmed all three variables significantly influence impulse buying, with Shopping Lifestyle (? = 0.362, *p* = 0.000) as the strongest predictor, followed by Live Streaming (? = 0.385, *p* = 0.000) and Discounts (? = 0.193, *p* = 0.012). The model explained 66.5% of variance, underscoring their collective impact. Findings align with prior research but extend knowledge by focusing on TikTok Shop’s unique ecosystem. Practical implications suggest businesses should prioritize live streaming interactions, time-sensitive discounts, and hedonistic lifestyle targeting. Limitations include unexamined variables (e.g., social influence), urging future research to expand the model. This study bridges theoretical and practical gaps in digital consumer behavior, offering actionable insights for marketers in the social commerce era.
Behind Kelme's Sponsorship: The Role of Perceived Prestige and Bobotoh Involvement in Strengthening Persib Bandung's Brand Equity Rezka Arya Maulana; May Dedu; Tiara Muthiarsih
Journal of Social Research Vol. 5 No. 8 (2026): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v5i8.3277

Abstract

The development of the professional sports industry has encouraged sports clubs to manage brand equity as a strategic asset capable of enhancing competitiveness and organizational value. In this context, sponsorship serves as a marketing instrument that can strengthen a club’s brand equity through the transfer of brand image from sponsor to sponsored organization. This study aimed to analyze the effect of Kelme’s sponsorship on Persib Bandung’s brand equity, focusing on the role of perceived prestige as a mediating variable and Bobotoh engagement as a moderating variable. The study adopted a quantitative approach using a purposive sampling technique involving 100 Bobotoh who met the research criteria. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results showed that Kelme’s perceived sponsorship brand equity did not have a direct effect on Persib Bandung’s brand equity. However, perceived prestige significantly mediated the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. In addition, Bobotoh engagement did not moderate the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s perceived prestige, but it did strengthen the relationship between Kelme’s sponsorship brand equity and Persib Bandung’s brand equity. These findings indicate that improving club brand equity through sponsorship is more effective when it operates through the formation of perceived club prestige, while supporter engagement plays a reinforcing role in enhancing the impact of sponsorship-based brand image transfer.
The Influence of Green Marketing Communication and Green Influencer Expertise on Green Purchase Behavior at Brand N'Pure Siti Khairiyyah; May Dedu
Journal Research of Social Science, Economics, and Management Vol. 5 No. 12 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i12.1555

Abstract

The beauty industry in Indonesia has experienced rapid growth in recent years, particularly in the skincare sector, accompanied by a significant shift in consumer behavior toward environmentally friendly and sustainable products. This phenomenon, known as green consumerism, has compelled brands to adopt green marketing strategies while also giving rise to challenges such as greenwashing. In this context, the role of influencers with credible expertise in conveying green messages has become increasingly important in shaping consumer purchasing decisions. This research aims to analyze the influence of green marketing communication and green influencer expertise on green purchase behavior. A quantitative method with a survey approach was employed, with data obtained through the distribution of questionnaires to 170 respondents and processed using SPSS with multiple linear regression analysis. The results show that green marketing communication and green influencer expertise simultaneously have a significant effect on green purchase behavior, with an F-test significance value of 0.000. A coefficient of determination (R²) of 0.631 indicates that 63.1% of the variation in green purchase behavior can be explained by both independent variables in the model, while the remainder is attributable to other variables outside the scope of the study. Partially, green influencer expertise has a positive and significant effect on green purchase behavior, while green marketing communication shows a significant effect in the negative direction based on the regression model results. The credibility and expertise of influencers are thus the most dominant variables in influencing respondents' green purchasing behavior
Co-Authors Della Ayu Safitri Dhiany Nurhasanah Hanifa Fayza Nandika Fitriyani Kurnaesih Safitri Muhammad Yasser Rafly Alfikri Sobari Rezka Arya Maulana Silvy Ahwattun Khasanah Siti Khairiyyah Tiara Muthiarsih