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p-Index From 2021 - 2026
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All Journal Aksaqila International Humanities and Social Sciences [AIHSS] Journal Al'Adzkiya International of Computer Science and Information Technology Journal
Salsabila Maisah Andani
Universitas Muhammadiyah Sumatera Utara
Humanities Computer Science & IT Education Other

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Decoding The Digital Bond: A Phenomenological Study Of Parasocial Interaction And Trust In Micro-Influencer Marketing Among Gen Z Salsabila Maisah Andani
Aksaqila International Humanities and Social Sciences [AIHSS] Journal Vol. 5 No. 1 (2026)
Publisher : Aksaqila International Humanities and Social Sciences [AIHSS] Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/aihss.v5i1.603

Abstract

This study aimed to explore the role of parasocial interaction in shaping consumer trust in micro-influencer marketing among Generation Z. A qualitative phenomenological approach was employed to understand the lived experiences of digital consumers interacting with micro-influencers on social media platforms such as Instagram and TikTok. Data were collected through literature review, observation of user engagement patterns, and analysis of user-generated content, including comments and interactions. The findings indicated that parasocial interaction was formed through repeated exposure to personal and relatable content, creating a sense of emotional closeness between consumers and influencers. Trust was significantly influenced by perceived authenticity, transparency, and consistency in influencer behavior. Interactive communication, such as responding to comments and live engagement, further strengthened the perceived relationship and trust. However, excessive commercialization and inconsistent endorsements were found to reduce credibility. This study highlights that emotional connection and authenticity are critical factors in developing effective micro-influencer marketing strategies targeting Generation Z.
Exploration The Role of Social Media in Shaping Social Perceptionsof Local Brands in Indonesia: A Qualitative Study of Generation Z Mirza Sahil; Salsabila Maisah Andani
Aksaqila International Humanities and Social Sciences [AIHSS] Journal Vol. 4 No. 2 (2025)
Publisher : Aksaqila International Humanities and Social Sciences [AIHSS] Journal

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30596/aihss.v4i2.593

Abstract

This study aims to explore the role of social media in shaping social perceptions toward local brands in Indonesia among Generation Z. In the digital era, social media platforms have become dominant spaces where social interaction influences consumer attitudes and brand image formation. This research applies a qualitative phenomenological approach to understand the lived experiences of Generation Z in interpreting and responding to local brand content on social media. Data were collected through in-depth interviews with selected informants aged 18–24 years who actively use social media. The findings reveal that social media shapes social perception through peer interaction, influencer credibility, user-generated content, and symbolic representation of identity. Local brands that successfully build emotional engagement and social relevance tend to gain stronger trust and loyalty. The study highlights that social perception is socially constructed through digital interaction rather than purely formed by traditional advertising exposure. These findings contribute to social marketing literature, particularly in understanding the intersection between social interaction and brand perception in emerging markets.
Analyzing the Impact of AI-Based Personalization and E-Service Quality on Customer Retention in E-Commerce: The Mediating Role of Customer Satisfaction Salsabila Maisah Andani
Al'adzkiya International of Computer Science and Information Technology (AIoCSIT) Journal Vol 6, No 1 (2025)
Publisher : Al'Adzkiya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55311/aiocsit.v6i1.433

Abstract

The rapid digital transformation has driven e-commerce enterprises to adopt Artificial Intelligence (AI) technologies to sustain customer loyalty in a hyper-competitive market environment. This study aims to analyze the impact of AI-based personalization and e-service quality on customer retention, with customer satisfaction serving as a mediating variable. Employing a quantitative approach, the study utilizes Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were gathered through an online survey administered to 200 active e-commerce users in Indonesia. The findings demonstrate that both AI-based personalization and e-service quality exert a positive and significant effect on customer satisfaction, which subsequently leads to higher customer retention. Furthermore, customer satisfaction is empirically proven to partially mediate these relationships. These insights offer actionable managerial implications for platform managers to optimize recommendation algorithms alongside operational service reliability.
Co-Authors Mirza Sahil