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Open Access Indonesia Journal of Social Sciences
Published by HM Publisher
ISSN : -     EISSN : 27224252     DOI : https://doi.org/10.37275/oaijss
Core Subject : Economy, Education, Social,
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences
OAIJSS invites manuscripts in the various topics including : Public Policy and Administration, Sociology, Communication Science, International Relation, Economics, Accounting, Finance, Management, Art, Culture, Humanity, Education, Development, Languages, Literacy, Law, Criminology, Health Social Sciences, Social Psychology and all aspects related social sciences.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 232 Documents
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The ‘Live’ Gaze: A Neuromarketing and Eye-Tracking Analysis of Consumer Attention and Impulse Buying on Shopee Live and TikTok Shop in Indonesia Muhammad Hasan; Henry Peter Paul; Darlene Sitorus; Despian Januandri; Brenda Jaleel
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 2 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i2.298

Abstract

Livestream commerce (LSC) has redefined digital retail in Southeast Asia, with Indonesia as its most competitive market. The two dominant platforms, Shopee Live and TikTok Shop, leverage vastly different user interfaces and engagement philosophies—commerce-first versus content-first, respectively. However, the precise cognitive and affective mechanisms by which these platforms guide consumer attention and trigger impulse purchases remain empirically unexamined. This study employed a within-subjects laboratory experiment with 60 Indonesian consumers (aged 18-25). A multi-modal neuromarketing approach was used, synchronizing eye-tracking (ET) and electroencephalography (EEG) data. Participants viewed six 60-second LSC clips (three from Shopee Live, three from TikTok Shop) matched for product category. Key eye-tracking metrics (Total Fixation Duration, Time to First Fixation) were analyzed across predefined Areas of Interest (AOIs: Host Face, Product, Price, CTA Button, Chat). EEG data was processed to derive Frontal Alpha Asymmetry (FAA) for approach-avoidance motivation and Cognitive Load indices. Post-stimulus surveys measured Impulse Buying Urge (IBU). Significant differences emerged. Shopee Live generated longer Total Fixation Duration on the Host’s Face (M=12,500ms) and Price/Discount AOIs (M=8,800ms). Conversely, TikTok Shop elicited significantly faster Time to First Fixation on the Product (M=1,600ms) and CTA Button (M=2,800ms), and higher TFD on these AOIs. Neurologically, TikTok Shop produced significantly greater FAA (M=0.19 vs. 0.08), indicating higher approach motivation, and also induced a higher cognitive load. A multiple regression analysis revealed that the strongest predictors of IBU were TFD on the CTA Button, FAA, and TFD on the Host’s Face. TFD on the product itself was not a significant predictor. In conclusion, the findings demonstrate that platform architecture fundamentally shapes the "live" gaze. Shopee Live fosters a deliberative, host-centric, and price-evaluative attentional strategy. TikTok Shop promotes a rapid, immersive, and conversion-focused gaze, driving higher affective engagement (approach) and subsequent impulse buying. The study provides novel evidence that in LSC, impulse triggers are tied more to conversion-point (CTA) and para-social (Host) cues than to the product itself.
Structural Divergence in Reproductive Agency: Unraveling the 'Matrilineal Buffer' Against Contraceptive Discontinuation in Indonesia Using Multi-Group SEM Leonardo Simanjuntak; Cinthya Callathea; Desiree Montesinos; Firzan Dahlan
Open Access Indonesia Journal of Social Sciences Vol. 8 No. 2 (2025): Open Access Indonesia Journal of Social Sciences
Publisher : HM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37275/oaijss.v8i2.299

Abstract

Despite the historical success of Indonesia's family planning program, the contraceptive prevalence rate (CPR) has stagnated, driven largely by high rates of contraceptive discontinuation (29%). Conventional demographic analyses often attribute this to biomedical side effects, overlooking the structural influence of kinship systems and the potential confounding role of socioeconomic status. This study aims to analyze the structural pathways linking patriarchal gender norms to contraceptive discontinuation, mediated by reproductive autonomy, while explicitly controlling for educational attainment. We compare Indonesia’s two dominant cultural groups: the matrilineal Minangkabau and the patriarchal Javanese. A comparative cross-sectional study was conducted with 1,450 married women of reproductive age in West Sumatra (Minangkabau, n=725) and Central Java (Javanese, n=725). We employed Multi-Group Structural Equation Modeling (MG-SEM) with a rigorous invariance testing protocol. The model tested the "Patriarchal Norms → Reproductive Autonomy → Discontinuation Propensity" pathway, adjusting for age and education level. Measurement invariance (Configural and Metric) was established, allowing for valid group comparisons. The Minangkabau group exhibited significantly higher education levels (p<0.001). However, even after controlling for education, the structural analysis revealed a distinct divergence. Among Javanese women, patriarchal norms significantly suppressed autonomy (β = -0.58, p < 0.001), leading to higher discontinuation propensity. Conversely, Minangkabau women displayed a "Matrilineal Buffer"; the path from patriarchal norms to autonomy was non-significant (β = -0.09, p > 0.05), suggesting that cultural leverage protects decision-making power regardless of internalized gender norms. In conclusion, the mechanism of contraceptive discontinuation is culturally distinct. The "Matrilineal Buffer" is a robust structural phenomenon that persists independent of educational advantages. Interventions in patriarchal settings must dismantle barriers to female autonomy, while programs in matrilineal settings should focus on quality of care.

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