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All Journal JUPARITA: Jurnal Pariwisata Tawangmangu
Margono
Universitas Efarina
Arts Humanities Earth & Planetary Sciences Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Analisis Pengaruh Influencer Marketing terhadap Keputusan Pembelian Generasi Z di Platform TikTok Jopinus Saragih; Margono; Reno Triwan Padang
Jurnal Pariwisata Tawangmangu Vol 2 No 3 (2024): Desember 2024
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/juparita.v2i3.1002

Abstract

This study aims to analyze the effect of influencer marketing on Generation Z purchase decisions on TikTok and to develop an explanatory understanding of the underlying influence mechanisms. The research is motivated by the changing marketing landscape driven by digital technology and the growing role of social media in consumer behavior. TikTok is strategically important due to its algorithmic distribution that amplifies content reach, while Generation Z’s characteristics—digital-native, visual-oriented, and short attention span—make them a distinctive target audience. The research employs a mixed-methods sequential explanatory design, consisting of a quantitative phase using an online survey of 400 Gen Z respondents in Indonesia, followed by a qualitative phase involving in-depth interviews and netnography (30 informants and 50 TikTok accounts). The findings indicate that influencer marketing significantly affects Gen Z purchase decisions on TikTok. Influencer credibility is a critical factor influencing attitudes toward the product (β = 0.42, p < 0.001), while authenticity in content plays a stronger role in building trust in the influencer (β = 0.38, p < 0.001). Additionally, entertainment value increases engagement (β = 0.45, p < 0.001), and social proof enhances purchase intention (β = 0.32, p < 0.001). The influence operates through cognitive, affective, and social processes, further strengthened by TikTok’s algorithm that supports virality and accelerates social proof formation. The study concludes that Gen Z purchase decision-making is non-linear and multi-platform. It also proposes the TikTok Influencer Impact Model (TIIM) as an integrative framework linking input factors, processing mechanisms, and outcome stages. The results offer practical implications for brands, influencers, and TikTok in designing ethical and Gen Z-relevant marketing strategies.
Manajemen Budaya Organisasi Multikultural di Perusahaan Indonesia Empiris Ahmad Jet Alamin A; Margono; Heni A. Adilan
Jurnal Pariwisata Tawangmangu Vol 3 No 2 (2025): July 2025
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/juparita.v3i2.1004

Abstract

This study aims to examine the management of multicultural organizational culture in empirically based Indonesian companies. The research background is driven by the organizational need to manage cultural differences effectively so as to create a harmonious, productive, and adaptive workplace environment. The research method employs a quantitative approach, with data collection conducted through questionnaires administered to relevant stakeholders within the companies. The collected data were then analyzed using appropriate statistical techniques, including tools such as SPSS, as well as modeling and relationship analysis among variables using SEM. The results indicate that implementing multicultural organizational culture management contributes significantly to strengthening key organizational aspects, as reflected in the observed empirical data. The discussion further suggests that proper cultural management can enhance organizational effectiveness in responding to diversity. In conclusion, the study addresses the proposed hypotheses and provides recommendations for improving multicultural management practices, as well as suggestions for future research.
Analisis Efektivitas OKR vs KPI dalam Manajemen Kinerja Industri Jopinus Saragih; Margono; Idayanti Adelina Silalahi
Jurnal Pariwisata Tawangmangu Vol 3 No 3 (2025): Desember 2025
Publisher : Institut Teknologi dan Bisnis Kristen Bukit Pengharapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61696/juparita.v3i3.1013

Abstract

This study examines the effectiveness and comparison between Key Performance Indicators (KPI) and Objectives and Key Results (OKR) in performance management within industrial companies. KPI focuses on measuring operational outcomes that are quantifiable and generally stable for routine monitoring, whereas OKR emphasizes ambitious objectives assessed through key results within relatively short cycles, thereby encouraging innovation and faster adaptation to market changes. Using a qualitative approach with a literature review method, the research analyzes differences in focus, structure, time horizon, flexibility, and cross-functional implementation. The findings indicate that KPI is effective for ensuring consistent operational performance and supporting systematic identification of improvement areas, while OKR is more effective in building transparency, engagement, and cross-department collaboration to integrate strategic goals. In conclusion, KPI and OKR are complementary; selecting the most suitable approach should consider industry needs and organizational culture, and combining both can provide a comprehensive view of performance—from operational stability to strategic adaptability.
Co-Authors Ahmad Jet Alamin A Heni A. Adilan Idayanti Adelina Silalahi Jopinus Saragih Reno Triwan Padang