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INDONESIA
JAM : Jurnal Aplikasi Manajemen
Published by Universitas Brawijaya
ISSN : 16935241     EISSN : 23026332     DOI : -
Core Subject : Science,
Decision Sciences, Operations Research & Management
Jurnal Aplikasi Manajemen - Journal of Applied Management (JAM) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field of functional management (marketing, finance, human resources, and operations) as well as the applied management and a wide range of applications.
Arjuna Subject : -
Articles 1,544 Documents
 151   152   153   154   155 
Analyzing the Impact of Audience Sentiment on Influencer Effectiveness and Consumer Engagement in TikTok-Based Fashion Marketing Alfin, Rita; Listiyana; Solimun; Anwar, Khoerul; Sain, Zohaib Hassan
Jurnal Aplikasi Manajemen Vol. 24 No. 1 (2026)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2026.024.1.15

Abstract

The development of digital technology has changed marketing strategies, especially in the highly dynamic and competitive fashion industry. Social media has become the primary channel for reaching consumers, with TikTok a popular platform thanks to its interactive short-form video format that easily goes viral. The presence of influencers on TikTok plays an important role in building trust and encouraging consumer engagement with fashion products. This study aims to analyze the influence of audience sentiment on influencer effectiveness and consumer engagement in TikTok-based fashion marketing. The approach used is quantitative descriptive with a hybrid design. Primary data were obtained via a questionnaire, while secondary data were collected from scraped TikTok user comments. Sentiment analysis was conducted using a lexicon-based approach and validated using the Naive Bayes algorithm. The relationship between variables was tested through correlation and simple regression analysis. The results show that the quality of the audience's emotional response significantly affects the level of consumer trust and engagement with fashion promotional content. The more positive the sentiment, the higher the consumer engagement with the influencer's message. Theoretically, this study enriches the literature on digital economics and consumer behavior. In practice, the results provide insights for fashion industry players to design emotion- and data-based strategies to increase the effectiveness of digital campaigns and build consumer loyalty.
Harnessing Digital Skills and AI: Driving Employee Performance in the Digital Era Handayani, Asih; Widajanti, Erni; Putri, Aisya
Jurnal Aplikasi Manajemen Vol. 24 No. 1 (2026)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2026.024.1.16

Abstract

The rapid digital transformation in the banking sector presents critical challenges for rural banks (BPR), which lack the resources for structured adaptation. This issue creates an urgent need to understand the human-centered mechanisms and digital competencies interacting with technology that determine successful performance outcomes in this new era. This study aims to analyze the influence of digital skills and AI utilization on BPR employee performance, with digital competence and innovation as mediating variables. This study employed a quantitative explanatory survey method among BPR employees. Data were collected from 250 respondents selected through purposive sampling, using a structured questionnaire with a five-point Likert scale. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 3 software to test the hypotheses. The study findings prove that all nine hypotheses are accepted. Digital Skills (X1) and Artificial Intelligence (X2) have a positive and significant effect on Digital Competence (Z1), Innovation (Z2), and Employee Performance (Y). AI is the strongest direct driver of performance, accompanied by Digital Competence. Digital Competence and Innovation serve as critical mediators for performance improvement investments. This study presents an integrated empirical model for Indonesian rural banks. The main practical implication is the need to prioritize the development of human resource capabilities in technology procurement by implementing tiered training to build structured digital competencies, targeted integration of AI into core processes supported by training, and building an organizational culture that encourages technology-based innovation.
A Structural Model of Green Purchase Behavior: Mediating Effects of Green Perceived Value and Green Trust and the Moderating Effect of Environmental Knowledge Siahaan, Febri; Rismanto, Caesar; Priscillia, Amanda Sona
Jurnal Aplikasi Manajemen Vol. 24 No. 1 (2026)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2026.024.1.02

Abstract

The growing urgency to reduce plastic waste and promote sustainable consumption has increased the relevance of eco-bags, particularly among Generation Z consumers who are increasingly aware of environmental issues and responsive to green lifestyle trends. This study aims to examine the factors influencing Generation Z’s green purchase behavior toward eco-bags by analyzing the effects of green product attributes, subjective norms, and green brand image, with the mediating roles of green perceived value and green trust and the moderating role of environmental knowledge. Using a quantitative explanatory approach, data were collected through an online survey of 300 Generation Z consumers aged 18-27 in Tangerang Raya, Indonesia, using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that green product attributes, subjective norms, and green brand image significantly influence green perceived value, which subsequently strengthens green trust and encourages green purchase behavior. Environmental knowledge demonstrates a moderating role in several relationships, indicating that consumers with higher environmental awareness interpret sustainability cues more critically. These findings highlight the importance of credible green product attributes, authentic green branding, and social influence in encouraging sustainable purchasing behavior among younger consumers.
The Moderating Role of Gender: Effects of Perceived Green Packaging and Eco-Literacy on Willingness to Pay Through Green Trust Lopes Amaral, Maria Augustin; Watu, Engelbertus G. Ch; Fallo, Apryanus; da Costa, Teresinha Cardoso
Jurnal Aplikasi Manajemen Vol. 24 No. 1 (2026)
Publisher : Universitas Brawijaya, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.jam.2026.024.1.07

Abstract

Single-use plastic packaging is a serious environmental problem because it is difficult to break down and contributes to pollution. Lontar packaging is widely used in the city of Kupang, Indonesia, and has the potential to be a more sustainable alternative. However, consumers may not be prepared to pay a premium for products packaged with lontar unless they trust the packaging's environmental benefits. The study investigated the impact of perceived green packaging and eco-literacy on consumer readiness to pay a premium for lontar-packaged products through green trust. It also investigated whether these interactions differed between male and female consumers. The method employed is a quantitative survey of 200 consumers who have purchased or used products with lontar packaging. The data were examined using partial least squares structural equation modelling (PLS-SEM). Results indicate that perceived green packaging does not directly improve willingness to pay. However, perceived green packaging has a considerable positive effect on green trust, and green trust positively influences willingness to pay. Also, Eco-literacy is positively associated with green trust and willingness to pay. The multi-group study demonstrates that gender moderates the impact of perceived green packaging and eco-literacy on willingness to pay, and the effects are larger for male consumers. These results imply that firms should not only promote the environmental friendliness of lontar packaging but also provide clear information regarding the quality, safety, cleanliness, and environmental benefits of lontar packaging. This can increase consumer confidence and facilitate acceptance of premium costs.

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