7 research outputs found
Exploring Factors Influencing Gen Z\u27s Paylater Usage Intention and Its Impact on Impulsive Buying
Get PDFThe advancement of technology and information has been a key driver for the progress of financial technology (fintech), such as paylater services. In the Jabodetabek area, paylater transactions have been consistently increasing each year. Generation Z, or Gen Z, constitutes the second-largest user group for this payment method and is expected to become the most active group in financial expenditures in the coming years. This study aims to examine the factors influencing the decisions of Gen Z residents in the Jabodetabek area to use paylater for purchases. The study combines the TAM and UTAUT models to analyze the intention to use paylater and impulsive buying behavior. This research employs a quantitative method, where data was collected through online questionnaires completed by 219 paylater users and analyzed using SmartPLS and SPSS. The research results indicate a positive and significant relationship between Perceived Usefulness (X1), Perceived Ease of Use (X2), Perceived Security (X3), Social Influence (X4), and Intention to Use paylater (Z). Additionally, the study reveals a positive and significant relationship between Intention to Use paylater (Z) and Impulsive Buying (Y) among Gen Z residents in the Jabodetabek area The advancement of technology and information has been a key driver for the progress of financial technology (fintech), such as paylater services. In the Jabodetabek area, paylater transactions have been consistently increasing each year. Generation Z, or Gen Z, constitutes the second-largest user group for this payment method and is expected to become the most active group in financial expenditures in the coming years. This study aims to examine the factors influencing the decisions of Gen Z residents in the Jabodetabek area to use paylater for purchases. The study combines the TAM and UTAUT models to analyze the intention to use paylater and impulsive buying behavior. This research employs a quantitative method, where data was collected through online questionnaires completed by 219 paylater users and analyzed using SmartPLS and SPSS. The research results indicate a positive and significant relationship between Perceived Usefulness (X1), Perceived Ease of Use (X2), Perceived Security (X3), Social Influence (X4), and Intention to Use paylater (Z). Additionally, the study reveals a positive and significant relationship between Intention to Use paylater (Z) and Impulsive Buying (Y) among Gen Z residents in the Jabodetabek area
ANALYZING CELEBRITY IMPACT ON TIKTOK ON CAMILLE BEAUTY'S PURCHASE INTENTION
Get PDFIn recent years, the rapid growth of social media platforms like TikTok has changed how beauty brands market their products, especially to younger audiences. This study, "Analyzing Celebrity Impact on TikTok on Camille Beauty's Purchase Intention,” looks at how celebrity endorsements on TikTok affect consumer behavior, focusing on Camille Beauty. The main goal is to see how Nadya Shavira's personal branding on TikTok impacts brand awareness, recall, and purchase intentions for Camille Beauty products. Data was collected from 100 respondents who follow Nadya Shavira on TikTok and engage with Camille Beauty's products. The findings show that Nadya Shavira's personal branding positively affects brand awareness and recall among her followers. Additionally, brand awareness and recall significantly boost the purchase intentions for Camille Beauty products. The study also finds that personal branding alone has a strong direct effect on consumers' purchase decisions, emphasizing the importance of influencer credibility and authenticity in the competitive beauty industry. These results show TikTok's effectiveness as a marketing tool for increasing brand awareness, recall, and purchase intentions through celebrity endorsements. Future research could build on these findings by looking at different social media platforms and a broader range of influencers to validate and generalize the results. Camille Beauty, a well-known local brand in Indonesia, is famous for its organic skincare products, especially its popular organic masks, which sell over 700,000 units per month. To higher purchase intentions. This underscores the importance of influencer credibility and authenticity in the beauty industry. The findings suggest TikTok is an effective platform for beauty brands to increase brand awareness, recall, and purchase intentions through celebrity endorsements. The research offers valuable insights for beauty brands and marketers to design better social media strategies by leveraging personal branding and influencer marketing. Future research could explore the impact of different social media platforms and a wider range of influences on consumer behavior, helping to validate and generalize the results across various contexts and industries, thus providing a clearer understanding of the role of social media in modern marketing strategies
An Analysis of Indonesian Gen-Z in Using E-wallet and Its Impact on Impulsive Buying
Get PDFE-commerce has grown significantly in recent years, due to technological developments and a shifting consumer landscape. Along with this expansion, the introduction of digital methods of payment, such as e-wallets, has transformed the way online purchases are handled. E-wallets have given customers convenience, security, and more financial flexibility, resulting in an adjustment in consumer purchasing behavior within the e-commerce ecosystem. This study investigates the impact of an e-wallet (ShopeePay) adoption on impulse buying behavior in e-commerce (Shopee), specifically on Gen-Z users. This paper also examines if customers' satisfaction with utilizing e-wallets substantially impacts their impulsive purchasing behavior. PLS-SEM was performed using 280 valid responses from active ShopeePay Gen-Z consumers gathered via an online survey. The results revealed that perceived interactivity and subjective norm positively affected satisfaction with using an e-wallet, yet perceived risk had no significant effect on satisfaction with an e-wallet. Moreover, perceived interactivity, perceived risk, and subjective norms are found to significantly influence impulse buying, with satisfaction as the mediating variable
Employee Engagement as a Mediator to Role Benefit and Innovative Behavior (Evidence from Balinese Five-Star Hotel Employees)
Get PDFThe impact of the coronavirus pandemic is being felt throughout the entire hospitality ecosystem in Bali, including premium hotels, which have been slowest to recover due to the lack of international tourists. Meanwhile, employee engagement has become one of the most prominent primacies for human resource managers and practitioners due to lockdown. This study investigates the link between employee engagement, role benefit, and innovative behavior of five-star hotel employees in Bali during the outbreak. Data were obtained through an online questionnaire in March 2022. This study examines a sample of 241 whose data was analyzed in structural equation modeling. The results indicate that role benefit directly affected both employee engagement and innovative behavior, while employee engagement had a direct positive effect on innovative behavior. Thus, role benefit positively affected innovative behavior directly and indirectly via employee engagement. These findings can add to the existing literature on how role benefit and employee engagement affect the innovative behavior of five-star hotel employees and provide practical recommendations for policymakers and industry leaders to promote those outcomes in Bali
Employee Engagement as a Mediator to Role Benefit and Innovative Behavior (Evidence from Balinese Five-Star Hotel Employees)
No full textThe impact of the coronavirus pandemic is being felt throughout the entire hospitality ecosystem in Bali, including premium hotels, which have been slowest to recover due to the lack of international tourists. Meanwhile, employee engagement has become one of the most prominent primacies for human resource managers and practitioners due to lockdown. This study investigates the link between employee engagement, role benefit, and innovative behavior of five-star hotel employees in Bali during the outbreak. Data were obtained through an online questionnaire in March 2022. This study examines a sample of 241 whose data was analyzed in structural equation modeling. The results indicate that role benefit directly affected both employee engagement and innovative behavior, while employee engagement had a direct positive effect on innovative behavior. Thus, role benefit positively affected innovative behavior directly and indirectly via employee engagement. These findings can add to the existing literature on how role benefit and employee engagement affect the innovative behavior of five-star hotel employees and provide practical recommendations for policymakers and industry leaders to promote those outcomes in Bali
The paradox of flash sales: How time-limited offers influence impulsive buying tendency in the emerging market (e-Commerce in Jakarta, Indonesia)
Get PDFThe shift to online shopping, especially in Indonesia, appeals to many people due to its easy access and promotions like big discounts and free shipping. The rapid growth of e-commerce supports this phenomenon, which in turn leads to an increase in impulsive buying habits and the popularity of flash sales programs. The aim of this study is to find out how price discounts, flash sale programs, and consumer trust affect impulsive buying tendency during flash sale programs. In this respect, we performed a survey on the 214 young participants in Jakarta, Indonesia. Questionnaires were used for primary data collection. To ascertain the validity and reliability of the questionnaire, a pre-test was conducted. This study used PLS-SEM to test the direct and mediating effects of attitude toward flash sales and consumer trust. The study finds that while consumer trust and price discounts do not directly influence impulsive buying, a positive attitude toward flash sales programs significantly mediates between price discounts and impulsive buying. The results demonstrate that price discounts have a greater influence on attitude toward flash sales than on consumer trust. The findings provide important insights for companies looking to implement discount strategies and offer potential avenues for future research
Pengaruh Kepercayaan Digital Generasi Z dalam Adopsi Perbankan Mobile
Get PDFThis research investigates the direct impact of Search Engine Marketing (SEM), consumer engagement, and consumer trust on Generation Z’s purchase intention toward mobile banking services in DK Jakarta. As the use of technology and the internet has increased, mobile banking has developed as one of the primary service offerings of the banks especially to tech-savvy consumers such as Gen Z. Having grown in the age of digital technology, Gen Z tends to use search engines not only for information, but also for discovering services. Given Generation Z’s preference for online research and digital interactions, this study investigates whether SEM enhances visibility and influences purchase decisions, how consumer engagement strengthens relationships with banking brands, and the role of trust in shaping purchasing behavior. This research employs a quantitative method based on the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA) to analyze 220 non-customers of Bank Mandiri and BRI in DK Jakarta through an online survey. This study employs path analysis with Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct effects. A closed-ended survey was created based on the validated constructs from previous research, utilizing a 5-point Likert scale to gauge the effectiveness of SEM, consumer engagement, consumer trust, and purchase intention. The data was analyzed to test the significance of the proposed relationships among the variables. The findings demonstrate that SEM, consumer engagement and consumer trust as independent variables significantly and positively affect purchase intention. Through SEM marketing banks could improve their brand visibility which improves brand discoverability and deepening the emotional and cognitive connection with brands through engagement. Trust emerged as the strongest predictor, confirming that security, reliability, and transparency are essential for encouraging Gen Z to adopt mobile banking. This research emphasizes the significance of integrated digital marketing strategies for Gen Z’s digital behavior and offers practical advice for banking institutions to attract this consumer segment through mobile platforms. This study also contributes to academic literature by complementing the body of research with a consolidated view regarding SEMs, consumer engagement, and consumer trust as predictors of a consumer behavior context in the financial technology domain
