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All Journal Manajemen dan Kewirausahaan Bata Ilyas Journal of Accounting
Muhammad Jamil
Universitas Negeri Makassar
Economics, Econometrics & Finance Social Sciences Other

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The Impact of Social Media Marketing on Gen Z Women’s Buying Interest Through Brand Attitude and Brand Equity in Cosmetic Products : Muhammad Ashdaq; Muhammad Jamil; Nur Fitriayu Mandasari
Manajemen dan Kewirausahaan Vol. 5 No. 1 (2024): Manajemen & Kewirausahaan
Publisher : Manajemen FEB Unima

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53682/mk.v5i1.9065

Abstract

Marketing through social media has become a marketing strategy that is widely used by the cosmetics industry, especially with the number of consumers that continue to grow as generations increase. Generation Z women are a potential market in this industry where this generation is a new entrant consumer. The purpose of this study is to investigate the influence of marketing through social media on the intention to make purchases with variables mediating brand attitude and brand equity on cosmetic products in the city of Makassar. The research was conducted by distributing questionnaires to 288 respondents, selected using a non-probability sampling technique known as convenience sampling. The collected primary data is then processed using the Structural Equation Modelling (SEM) method using AMOS 23 software. The research results indicate that marketing via social media has a positive and significant impact on brand attitude and brand equity but does not significantly influence the purchasing intentions of Gen Z women. Additionally, brand attitude and brand equity do not effectively mediate the relationship between social media marketing and purchase intentions. These findings suggest that cosmetic companies need to refine their social media marketing strategies to better target Gen Z women.
Implementasi Sistem Manajemen Keuangan pada Lembaga Khalifah Cendekia Mandiri Moncongloe Maros Rahmah Rahmah; Muljono Damopolii; Mardhiah Hasan; Muhammad Jamil
Bata Ilyas Journal of Accounting Vol 5, No 1 (2024): Maret
Publisher : Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/bijac.v5i1.6100

Abstract

This research aims to determine the financial management system applied to financial management at the Khalifah Cendekia Mandiri educational foundation. This foundation has overseen three formal and non-formal educational institutions, namely the Integrated Islamic Kindergarten and Integrated Islamic School and the Al Qur'an Education Park. There were four subjects in this research, namely the chairman of the foundation, the principal, administrative staff/treasurer and also teachers. This research uses primary and secondary data as data sources. Meanwhile, the tools used in collecting data are observation, interviews and documentation. Based on the research results, the Khalifah Cendekia Mandiri educational institution has implemented discipline in the financial management system, namely it has gone through a maximum planning and regulation process as well as transparent management. 
Co-Authors Mardhiah Hasan Muhammad Ashdaq Muljono Damopolii Nurfitriayu Mandasari Rahmah Rahmah