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All Journal Jurnal Ekonomi dan Kewirausahaan Optimum : Jurnal Ekonomi dan Pembangunan Media Ekonomi dan Manajemen Media Trend: Berkala Kajian Ekonomi dan Studi Pembangunan Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen Kajian Bisnis STIE Widya Wiwaha Journal Of Human And Education (JAHE) Jurnal Riset Akuntansi dan Bisnis Indonesia SWARNA Innovative: Journal Of Social Science Research EJOIN : Jurnal Pengabdian Masyarakat SWARNA: Jurnal Pengabdian Kepada Masyarakat
Yenni Kurnia Gusti
STIE Widya Wiwaha Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Media Ekonomi dan Manajemen

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Investigation of the Effects of Social Capital on Information/Knowledge-Sharing Behavior that Drives Gen Z Purchase Intentions through Social Commerce Endy Gunanto Marsasi; Sarah Barqiah; Yenni Kurnia Gusti
Media Ekonomi dan Manajemen Vol 39, No 1 (2024): January 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i1.4200

Abstract

This study investigates the impact of social capital theory in social networks on consumer decision-making, highlighting the importance of product features and peer preferences. It identifies a research gap in understanding the effects of structural, relational, and cognitive capital, emphasizing the need for further exploration. The study also examines the relationship between information sharing and purchase intention, addressing a previously neglected area. Additionally, it explores how age and gender, influence consumer characteristics. The empirical data collected from 223 respondents who buy consumer goods through social media as part of the millennial generation through an online survey is analyzed using SEM. Results indicate that structural, cognitive, and relational capital influence the exchange of information. The behavior of sharing information indicates that the more people who provide positive information about a consumer goods product, the higher the intention to buy, it is anticipated that the company will increase its promotion on Twitter and Instagram. This is due to the fact that many consumers use the platform in their daily lives and consumers desire to always be willing to share the information they possess. Moreover, younger women are more inclined to share information based on their age and gender characteristics.
Customer Self-Congruity and Brand Image on Purchase Decision: The Role of Gender and Age as Control Variables Endy Gunanto Marsasi; Mohamad Rizan; Sarah Barqiah; Yenni Kurnia Gusti
Media Ekonomi dan Manajemen Vol 39, No 2 (2024): July 2024
Publisher : Fakultas Ekonomika dan Bisnis UNTAG Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56444/mem.v39i2.4541

Abstract

The impetus for this research is Generation Z's lack of understanding of social media marketing and brand image in relation to buying local products, because local brands are generally less successful. Self-congruence is new to assess consumer alignment with brands, which ultimately influences purchase decisions. The study's gap focuses on brand image, highlighting challenges consumers face in identifying with brands via social media. This study aims to show the impact of social media marketing on customer self-alignment, brand image, and purchase decision. The research data was collected by distributing questionnaires using a purposive sampling method to 217 gen Z participants who use local skincare and analyzed using SEM. The results show that all hypotheses influence each other by applying the self-expansion theory, where consumers will align themselves with brands from local products so that consumers will expand their self-concept and culminate in purchasing decisions. This study will also examine customer characteristics by gender and age as control variables that can be fully predicted. The findings of this study indicate a difference in gender, where women are more easily attracted to try than men. Younger consumers were found to prefer shopping online rather than physically, in contrast to older consumers.
Co-Authors Deni Saputra Endy Gunanto Endy Gunanto Marsasi Ferdy Leuhery Gunanto, Endy Gunanto, Endy Hendriarto Hendriarto Henky Hendrawan Lathifah Lanonci Linawati Linawati Mohamad Rizan Priyastiwi, Priyastiwi Sarah Barqiah Shafira Dwi Noer Aini Sofiati - Sofiati Sofiati Sofiati Subagio Subagio, Sofiati Suprapto Suprapto Sutrischastini, Ary