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The rapid growth of digital technology and social media has reshaped communication practices, consumer behavior, and marketing approaches, particularly among Generation Z, who are widely recognized as digital natives. For this generation, social media serves as a major channel for obtaining information and exploring product references before making purchase decisions. In this environment, influencer marketing has emerged as a prominent promotional approach because it can foster audience interaction, emotional connection, and trust more effectively than conventional advertising. This study examines the role of influencer marketing in shaping the digital behavior of Generation Z in Indonesia. A qualitative literature review method was employed by analyzing secondary sources drawn from academic journals, books, and related publications. The findings indicate that influencer marketing has a meaningful influence on information-seeking behavior, decision-making processes, and the level of digital engagement among Generation Z. Influencers are commonly viewed as more credible, relatable, and authentic sources of information. Furthermore, the effectiveness of influencer marketing is determined more by credibility, authenticity, and the quality of interaction than by follower count alone. These findings suggest that companies should adopt digital marketing strategies that are more interactive, personalized, and relationship-oriented in order to engage Generation Z more effectively.

This study is motivated by the increasing competition in the Muslim fashion industry, which encourages SMEs to develop effective marketing strategies to build brand image. The purpose of this study is to analyze the implementation of the marketing mix (4P) strategy in strengthening the brand image of Bell.Scraft SMEs. This research employs a qualitative approach using a case study design. Data were collected through interviews, observations, and documentation, and then analyzed using the data analysis techniques of Miles, Huberman, and Saldana, which include data condensation, data display, and conclusion drawing. The results indicate that the product aspect is carried out through continuous trend research and market needs analysis, the pricing aspect applies a combination of cost-based and value-based approaches, the distribution aspect utilizes a multichannel strategy through resellers, social media, and marketplaces, while the promotion aspect focuses on trust-based digital strategies through authentic content and influencers. Overall, the implementation of the marketing mix (4P) supports the strengthening of Bell.Scraft’s brand image amid market competition. The implications of this study suggest that the use of integrated and digital-based marketing strategies can enhance the competitiveness of SMEs and build long-term relationships with consumers.

The food and beverage industry in Indonesia is growing rapidly through digital marketing, particularly through the role of influencers in influencing consumer preferences and purchase intentions. Several influencers are no longer merely collaborating with brands, but are also becoming business owners by leveraging their personal branding and follower base. However, when promoting their own products, the effectiveness of these strategies on purchase intentions is not always consistent. This study aims to examine the influence of the Theory of Planned Behaviour on purchase intention and analyse the role of Parasocial Relationship through influencer authenticity and influencer trustworthiness in regional cuisine at RM Padang Payakumbuah. The research uses a quantitative approach with data from 182 respondents in the Special Region of Yogyakarta, analysed using PLS-SEM. The results show that attitude and influencer authenticity do not have a significant effect on purchase intention, while subjective norm and perceived behavioural control have a significant effect. Furthermore, influencer trustworthiness strengthens the relationship between perceived behavioural control and purchase intention. These findings emphasise the importance of social recommendations, ease of purchase access, and building trust towards influencers.

This study aims to analyze the influence of influencer marketing, brand image, and e-WOM on purchasing decisions on the Shopee marketplace. A quantitative descriptive approach was used, involving 204 Shopee consumers who had previously purchased specific products. They were selected using purposive sampling based on Jacob Cohen's calculation guidelines to ensure the sample accurately represented the population. Data were collected through a questionnaire, which was then analyzed using validity and reliability tests, classical assumption evaluation, multiple linear regression, and hypothesis testing using t-tests and F-tests. The regression analysis showed that influencer marketing had a 34.8% influence on purchasing decisions, brand image contributed 32.7%, and e-WOM had an influence of 20.0%. Furthermore, the coefficient of determination (R²) showed that these three variables together explained 86.9% of the variation in consumer purchasing decisions. The t- and F-tests confirmed that each variable had a significant and positive influence, both partially and simultaneously, on purchasing decisions on the Shopee marketplace.

The development of information technology has transformed the way micro,small,and medium enterprises (MSMES) market their products and interact with consumers.social media now plays a crucial role as a primary tool in digital marketing strategies due to its ability to reach consumers widely, quickly, and interactively. This study aims to analyze how digital marketing strategies through social media can enhance consumer loyalityamong MSMES. This research employs a qualitative descriptive approach, collecting data through in-depth interviews, observation of social media activities, and documentation of several MSMEs in medan. The findings reveal that consistent implementation of digital marketing strategies through social media significantly improves consumer loyalty. The main factors influencing this improvement include engaging content quality, active interaction between sellers and customers, and the effective use of social media features such as paid advertisements and collaborations with local influencers. The study concludes that digital marketing strategies through social media not only boost sales but also strengthen long-term relationships between MSMEs and their customers. Therefore, optimizing social media utilization becomes a strategic step for MSMEs to remain competitive in the digital era.

This study aims to examine the influence of advertising appeal, influencer marketing, and online customer reviews on purchasing decisions in Tokopedia’s e-commerce platform. The research applied a quantitative method using survey questionnaires distributed to 109 Tokopedia users in Jakarta. Data were analyzed using path analysis with SmartPLS. The results indicate that advertising appeal and influencer marketing significantly and positively affect purchasing decisions, while online customer reviews show no significant impact. These findings suggest that Tokopedia consumers, particularly in electronic products, are more influenced by attractive advertising and influencer endorsements than by online reviews. The study is limited by its sample size, geographic scope, and product focus on electronics. Future research is recommended to expand respondents and product categories for broader insights.

The rapid growth of TikTok Shop as a social commerce platform has led to the emergence of 'toxic content' produced by influencers as a marketing tactic that effectively influences Generation Z's shopping behavior. This study investigates the role of TikTok Shop influencers and their 'toxic content' in stimulating impulse buying behavior among Generation Z consumers in the fast fashion sector, focusing on the psychological mechanisms involved, the most frequently purchased product categories, and the broader impacts of these consumption patterns. A qualitative research approach with a phenomenological design was used, and data were gathered through in-depth interviews with eight informants: six Generation Z consumers aged 19–24 years and two active TikTok Shop fashion influencers, selected via purposive sampling. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014). Findings show that 'toxic content' acts as a stimulus within the Stimulus-Organism-Response (S-O-R) theoretical framework, triggering impulse buying within minutes by evoking positive emotions and urgency. The Fear of Missing Out (FOMO) mechanism, driven by emotional triggers like time scarcity, social proof, and exclusivity, was the most dominant psychological factor. The most commonly purchased items were tops, coordinated sets, aesthetic bottoms, locally-made footwear, and accessories. The effects of 'toxic content' are financial, psychological, social, and environmental. This study advances influencer marketing literature and provides insights into Generation Z’s consumer behavior in the social commerce age.

This study aims to determine the influence of Social Media Marketing, Influencer Marketing, and Location on Generation Z Customer Loyalty at Kedai Wanus Kediri. This research is quantitative. Data were obtained through two methods: primary and secondary data. The population in this study were Generation Z consumers at Kedai Wanus Kediri. The sample in this study was 100 consumers, with accidental sampling as the sampling technique. The analysis techniques used in this study included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the partial t-test indicate that the variables Social Media Marketing, Influencer Marketing, and Location have a positive and significant effect on Generation Z Customer Loyalty at Kedai Wanus Kediri. The results of the simultaneous F-test indicate that Social Media Marketing, Influencer Marketing, and Location have a positive and significant effect on Generation Z Customer Loyalty at Kedai Wanus Kediri.

The rapid development of social media, particularly TikTok, has transformed digital marketing strategies by emphasizing influencer endorsement and content marketing to reach Generation Z consumers. This generation is characterized by high social media usage and strong responsiveness to visual content and influencer recommendations. This study aims to analyze the effect of influencer endorsement and content marketing on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City, both partially and simultaneously. This study employed a quantitative approach with an associative research method. The population consisted of Antarestar consumers residing in Makassar City, and the sample was determined using purposive sampling. A total of 140 respondents who met the research criteria were involved in this study. Data were collected through a questionnaire using a five-point Likert scale and analyzed using multiple linear regression analysis with the assistance of IBM SPSS Statistics software. The results of this study indicate that (1) influencer endorsement has a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products, (2) content marketing has a positive and significant effect on purchase intention, and (3) influencer endorsement and content marketing simultaneously have a positive and significant effect on the purchase intention of Generation Z TikTok users toward Antarestar products in Makassar City. The findings conclude that the effectiveness of Antarestar’s digital marketing on TikTok is strongly influenced by credible and attractive influencers as well as relevant, informative, and consistent marketing content. Therefore, optimizing influencer endorsement and content marketing strategies is essential to enhance purchase intention among Generation Z consumers.

This study examines the implementation of Integrated Marketing Communication (IMC) at NailedShape, a Bali-based nail art micro-enterprise, as a strategy to foster customer loyalty. NailedShape operates under a home-service and home studio model, primarily using Instagram for promotion and customer engagement. The study utilizes a descriptive qualitative method, collecting data through interviews and observations with the owner, customers, and micro-influencers. The research findings show that NailedShape successfully employs IMC techniques, such as visual content, customer testimonials, and collaborations with digital influencers, to capture attention and create strong emotional connections with customers. This integrated approach helps in building a positive brand image and maintaining customer engagement. However, the study also highlights challenges, such as limited resources and frequent changes to social media algorithms, which hinder consistent communication and marketing efforts. Despite these obstacles, the study concludes that a well-executed IMC strategy remains effective in enhancing customer loyalty, reinforcing the importance of an integrated communication approach for small and medium enterprises (SMEs) in the beauty industry. By utilizing digital platforms effectively, NailedShape can compete in a highly dynamic market. The findings suggest that beauty-based MSMEs can benefit greatly from IMC in the digital era, as it not only enhances brand perception but also helps in building lasting customer relationships.

The rapid development of social media has made fashion brands, especially modest fashion, increasingly collaborate with influencers to increase brand awareness. This study discusses the role of influencer credibility in increasing brand awareness of the brand @zaskiasungkarjakarta through Instagram content. The method used a case study with a qualitative approach. Data was collected through interviews and documentation, then analyzed through the stages of data reduction, presentation, and drawing conclusions. The results show that influencer credibility plays a significant role in maintaining brand awareness. There are three main dimensions that are visible: expertise, trustworthiness, and attractiveness. Trustworthiness is evident from the honesty and consistency of influencers when showing or reviewing products. Meanwhile, attractiveness arises from the match between the influencer's lifestyle and image with the brand, making the audience feel more relatable and trusting. Overall, influencer credibility helps increase brand awareness from the brand recognition stage (people start to recognize), brand recall (people can remember again), until the brand finally becomes top of mind in the minds of the audience.

Advances in information technology have ushered society into the new media era, where social media is not just an information tool but also a new social space for teenagers. Instagram, as a visual-based platform, plays a significant role in shaping the reality of ideal lifestyles. Teenagers, who are in the process of discovering their identities, are susceptible to the influence of influencers and aesthetically constructed lifestyle trends on social media. This often triggers a shift in consumption patterns from functional to symbolic needs. This study used a qualitative descriptive approach. The subjects consisted of 10 students from the 2025 class of International Women University in Bandung, aged 18-20. Data were collected through in-depth interviews, participant observation, and documentation, then analyzed through data reduction and presentation. The findings indicate that all subjects are active social media users, spending 4 to 9 hours per day. They use Instagram as a means of building their personal branding and seeking lifestyle references. There is a tendency for consumer behavior driven by four main factors: peer influence and the Fear of Missing Out (FoMO) phenomenon, the use of goods as symbols of social identity (sign value), exposure to persuasive content from opinion leaders or influencers, and consumption as psychological compensation (self-reward) to relieve academic stress. Students tend to make impulsive purchases of viral fashion, beauty, and culinary products to gain social recognition online.

The phenomenon of Fear of Missing Out (FOMO) has become increasingly prominent among Generation Z due to the high intensity of social media use. Social media serves not only as a communication tool but also as a space for identity construction and the pursuit of social validation. Exposure to influencer content portraying ideal lifestyles, social achievements, and trending activities encourages individuals to remain constantly connected in order to avoid feeling left behind in digital communities. This study aims to analyze the influence of social media influencer content on the level of FOMO among Generation Z. The research employs a qualitative descriptive approach using a literature review method by examining relevant national and international academic journals published within the last five years. Data were analyzed by identifying patterns linking influencer content exposure, psychological mechanisms of FOMO, and its impact on Generation Z’s behavior and psychological well-being. The findings indicate that influencer content significantly contributes to social comparison processes and increases the need for digital validation, such as likes and comments, which are perceived as indicators of social acceptance. This condition strengthens FOMO tendencies and leads to excessive digital engagement, consumptive behavior, and psychological pressure. The discussion highlights that social media algorithms further intensify this cycle by repeatedly promoting popular and viral content. In conclusion, influencer content plays a crucial role in intensifying FOMO among Generation Z, emphasizing the importance of digital literacy and critical awareness to mitigate its negative effects.

The phenomenon of Fear of Missing Out (FoMO) has emerged as a significant psychosocial factor influencing the consumption behavior of Generation Z in the social media era. This study aims to explore how FoMO shapes the purchasing decisions of Generation Z using a qualitative approach, focusing on subjective experiences, digital social pressures, and interactions with viral content. A descriptive-interpretative qualitative method was employed, collecting data through in-depth interviews and observations of social media activity among Generation Z respondents actively engaged in digital platforms. Thematic analysis was applied to identify patterns of FoMO experiences and their impact on purchasing decisions. Findings reveal that FoMO arises from the need for social connection, social comparison with peers and influencers, and intensive exposure to digital trends. This phenomenon drives consumptive behaviors, particularly impulsive purchases, influenced by social validation and emotional impulses. Generation Z’s purchasing decisions are contextual, multidimensional, and not entirely rational, yet meaningful within the framework of digital social identity. The study underscores the necessity of a qualitative approach to comprehensively understand the psychological, social, and cultural complexities of FoMO and consumer behavior. The results provide a conceptual foundation for ethical and relevant marketing strategies targeting young consumers in the digital era.  

The growth of the digital economy in the 5.0 era has changed consumer behavior, particularly among students as digital natives. This study aims to analyze the influence of Celebrity Endorsers, Product Quality, Social Media Marketing, and Influencer Credibility on Purchase Intention, with Brand Image as a mediating variable. The research focuses on students in Pemalang Regency who use the Shopee e-commerce platform. A quantitative approach was employed, with data collected from 100 respondents through purposive and accidental sampling. Data analysis was conducted using multiple linear regression, path analysis, and the Sobel test with IBM SPSS 25. The results indicate that all independent variables have a positive and significant effect on Purchase Intention. In addition, Brand Image is proven to mediate the influence of these variables. The findings suggest that enhancing quality perception and selecting credible endorsers aligned with brand values are important strategies for Shopee to increase consumer purchase intention. This study provides empirical contributions to the development of digital marketing literature.

The development of social media has made influencer parenting content one of the important sources of reference for the younger generation in understanding parenting. This study aims to examine the meaning of influencer parenting content for the younger generation in building future parenting. The research uses a qualitative approach with a literature review method on various scientific publications relevant to the topics of influencers, parenting, and digital media. The results of the study show that the younger generation interprets influencer parenting content not only as a source of practical information, but also as a reference for values and an ideal representation of the role of parents. The process of interpretation takes place actively and reflectively, influenced by personal experiences, family backgrounds, digital literacy levels, and socio-cultural contexts. In addition, the credibility of influencers and the style of delivering content also affect the acceptance rate of the audience. Influencer parenting content shapes a parenting discourse that emphasizes emotional awareness, empathic communication, positive parenting, and concern for children's mental health. Thus, the future parenting of the young generation is understood as a dynamic, adaptive, and constantly evolving social construction, with digital media as one of the main shaping factors.

This study aims to comprehensively examine the role of social media influencers in shaping public opinion among university students through a literature review approach. The background of this research is based on the rapid development of information technology and social media, which has given rise to influencers as new communication actors with strong influence in the digital public sphere. Influencers act as opinion leaders who not only deliver information but also frame messages, construct narratives, and disseminate various issues to their audiences. University students are selected as the focus of this study because they represent an active, critical group of social media users who are highly exposed to digital content. The research method employs a literature review by analyzing various national and international scholarly journals relevant to the topics of influencers, social media, and public opinion formation. The findings indicate that influencers have a significant impact on shaping students’ mindsets, attitudes, perceptions, and attention toward social, political, cultural, and lifestyle issues. Factors such as credibility, popularity, and the intensity of interaction between influencers and their audiences play an important role in determining the effectiveness of this influence. Based on these findings, it can be concluded that social media influencers play a strategic and increasingly dominant role in the process of public opinion formation among university students in the era of digital communication.

Graph theory as a branch of discrete mathematics has experienced significant development in its application to modern complex network systems, particularly in digital social networks and transportation systems. This research aims to analyze fundamental concepts of graph theory, examine characteristics of cycle detection algorithms along with their computational complexity, investigate their application in digital social network analysis, and explore their implementation in digital transportation system optimization. The research method employs a qualitative approach with library research focusing on scientific literature from 2020-2025 period from accredited academic databases such as Scopus, Web of Science, and IEEE Xplore, utilizing thematic analysis techniques to identify meaningful patterns from the examined literature. Research findings indicate that fundamental graph theory concepts including vertices, edges, and graph classifications form the foundation for relational structure modeling. Cycle detection algorithms such as Depth-First Search, Union-Find, and Tarjan demonstrate effectiveness with O(V+E) complexity for large-scale graphs. Applications in digital social networks facilitate community identification through Multi-View Clustering, centrality analysis for influencer detection, and understanding viral information dissemination patterns. Implementation in digital transportation systems demonstrates route planning optimization using Dijkstra and Bellman-Ford algorithms, vulnerability analysis through articulation point and bridge identification, and bottleneck detection with betweenness centrality. The research concludes that integration of graph theory in discrete mathematics education enhances critical thinking skills and real-world application understanding, with recommendations for algorithm development for massive dynamic graphs and machine learning integration in graph algorithm optimization.

The study try to investigate what influences ATINY, followers of the South Korean idol group ATEEZ, about customer satisfaction and their decision to buy Nacific products. It investigates how brand ambassadors, fanaticism, Korean Wave, product quality, and buying decisions affect consumer pleasure. Through the use of questionnaires, 396 members of the ATINY fan group participated in the study. Structural Equation Modeling (SEM) was used in the study to analyze the data. The findings show that consumer happiness and purchasing decisions are influenced by product quality. Fanaticism, the Korean Wave, and brand ambassadors, however, had negligible effects on consumer happiness and purchase decisions. Additionally, it has been demonstrated that purchase decisions significantly and favorably affect consumer satisfaction. The study recommends that future studies examine the impact of social media and influencers on consumer behavior and take into account other factors like brand trust or customer experience. Additionally, studies using larger samples from different demographic groups can yield more broadly applicable findings.

The increasingly fierce competition in the skincare industry is driving companies to implement effective marketing strategies to increase consumer repurchase intention. This study aims to analyze the influence of influencer marketing and price on repurchase intention of Glad2Glow skincare products in Surakarta City. This study used a quantitative approach with a survey method of fifty respondents who had purchased and used Glad2Glow products. The sampling technique used purposive sampling, while data collection was conducted through questionnaires. Data were analyzed using multiple linear regression with the help of SPSS. The results of validity and reliability tests indicate that all statement items are valid and reliable and therefore suitable for use in the analysis. The results show that influencer marketing has a positive and significant effect on repurchase intention, indicating that credible influencers who are in line with the product's character can build consumer trust and encourage repurchase. In addition, price also has a positive and significant effect on repurchase intention, with a more dominant effect than influencer marketing. Consumers consider the suitability between price, quality, and product benefits before making a repurchase. The results of the simultaneous test show that influencer marketing and price together have a significant effect on repurchase intention. This study concludes that the combination of the right influencer marketing strategy and pricing that is in line with consumer value perceptions plays an important role in increasing the interest in repurchasing Glad2Glow skincare products in Surakarta City.