{"id":"https://openalex.org/W7225160367","doi":"https://doi.org/10.22437/dvngaa55","title":"CONCEPTUAL MODEL OF THE INFLUENCE OF PERSONAL BRANDING AND VIRAL SOCIAL MEDIA CONTENT ON THE FORMATION OF GENERATION Z CONSUMPTION DECISIONS THROUGH CONSUMER ENGAGEMENT IN CULINARY MSMES IN JAMBI CITY","display_name":"CONCEPTUAL MODEL OF THE INFLUENCE OF PERSONAL BRANDING AND VIRAL SOCIAL MEDIA CONTENT ON THE FORMATION OF GENERATION Z CONSUMPTION DECISIONS THROUGH CONSUMER ENGAGEMENT IN CULINARY MSMES IN JAMBI CITY","publication_year":2026,"publication_date":"2026-10-26","ids":{"openalex":"https://openalex.org/W7225160367","doi":"https://doi.org/10.22437/dvngaa55"},"language":"en","primary_location":{"id":"pmh:oai:online-journal.unja.ac.id:article/59179","doi":"https://doi.org/10.22437/dvngaa55","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/59179","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"},"parent_works":[],"lineage":["https://openalex.org/W7225160367"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://online-journal.unja.ac.id/index/article/view/59179","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5052994869","display_name":"Laura Prasasti","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Prasasti, Laura","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5091936252","display_name":"Yosi Fahdillah","orcid":"https://orcid.org/0009-0006-0013-3817","observed_orcids":["https://orcid.org/0009-0006-0013-3817"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Fahdillah, Yosi","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5066198739","display_name":"Effiyaldi Effiyaldi","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Effiyaldi, Effiyaldi","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9829000234603882,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9829000234603882,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.015599999576807022,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13053","display_name":"SMEs Development and Digital Marketing","score":0.0017000000225380063,"subfield":{"id":"https://openalex.org/subfields/1403","display_name":"Business and International Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/personal-branding","display_name":"personal branding","score":0.9829999804496765},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.7649999856948853},{"id":"https://openalex.org/keywords/purchase-decision","display_name":"purchase decision","score":0.7139999866485596},{"id":"https://openalex.org/keywords/generation-z","display_name":"Generation Z","score":0.9020000100135803},{"id":"https://openalex.org/keywords/micro-small-and-medium-enterprises","display_name":"micro, small and medium enterprises","score":0.7960000038146973},{"id":"https://openalex.org/keywords/culinary-business","display_name":"culinary business","score":0.7390000224113464},{"id":"https://openalex.org/keywords/influencer-marketing","display_name":"influencer marketing","score":0.8999999761581421},{"id":"https://openalex.org/keywords/perceived-value","display_name":"perceived value","score":0.9950000047683716},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.5450000166893005},{"id":"https://openalex.org/keywords/jambi-city","display_name":"Jambi City","score":0.7300000190734863}],"concepts":[{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.8044000267982483},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.6897000074386597},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6328999996185303},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6284000277519226},{"id":"https://openalex.org/C187008535","wikidata":"https://www.wikidata.org/wiki/Q204255","display_name":"Viral marketing","level":3,"score":0.5751000046730042},{"id":"https://openalex.org/C2778813691","wikidata":"https://www.wikidata.org/wiki/Q1369832","display_name":"Purchasing","level":2,"score":0.5734999775886536},{"id":"https://openalex.org/C13606891","wikidata":"https://www.wikidata.org/wiki/Q2623243","display_name":"Conceptual model","level":2,"score":0.5521000027656555},{"id":"https://openalex.org/C30772137","wikidata":"https://www.wikidata.org/wiki/Q5164762","display_name":"Consumption (sociology)","level":2,"score":0.5303000211715698},{"id":"https://openalex.org/C26011011","wikidata":"https://www.wikidata.org/wiki/Q6030243","display_name":"Influencer marketing","level":4,"score":0.4603999853134155},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.4602999985218048},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4505000114440918},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.43479999899864197},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.4212000072002411},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.41370001435279846},{"id":"https://openalex.org/C2778660142","wikidata":"https://www.wikidata.org/wiki/Q6805591","display_name":"Media consumption","level":2,"score":0.388700008392334},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.3799999952316284},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.3628999888896942},{"id":"https://openalex.org/C14224292","wikidata":"https://www.wikidata.org/wiki/Q13600188","display_name":"Conceptual framework","level":2,"score":0.3547999858856201},{"id":"https://openalex.org/C2777754422","wikidata":"https://www.wikidata.org/wiki/Q17081927","display_name":"Social marketing","level":2,"score":0.34769999980926514},{"id":"https://openalex.org/C93032411","wikidata":"https://www.wikidata.org/wiki/Q1363963","display_name":"Marketing strategy","level":2,"score":0.3188999891281128},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.3021000027656555},{"id":"https://openalex.org/C87858587","wikidata":"https://www.wikidata.org/wiki/Q730675","display_name":"Quantitative research","level":2,"score":0.2802000045776367},{"id":"https://openalex.org/C2778568292","wikidata":"https://www.wikidata.org/wiki/Q7727275","display_name":"The Conceptual Framework","level":3,"score":0.2752000093460083},{"id":"https://openalex.org/C98825075","wikidata":"https://www.wikidata.org/wiki/Q485643","display_name":"Customer relationship management","level":2,"score":0.27090001106262207},{"id":"https://openalex.org/C48891531","wikidata":"https://www.wikidata.org/wiki/Q1141436","display_name":"Marketing research","level":2,"score":0.26600000262260437},{"id":"https://openalex.org/C141261163","wikidata":"https://www.wikidata.org/wiki/Q218600","display_name":"Corporate social responsibility","level":2,"score":0.26010000705718994},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.2529999911785126}],"mesh":[],"locations_count":1,"locations":[{"id":"pmh:oai:online-journal.unja.ac.id:article/59179","doi":"https://doi.org/10.22437/dvngaa55","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/59179","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"pmh:oai:online-journal.unja.ac.id:article/59179","doi":"https://doi.org/10.22437/dvngaa55","is_oa":true,"landing_page_url":"https://online-journal.unja.ac.id/index/article/view/59179","pdf_url":null,"source":{"id":"https://openalex.org/S4210209248","display_name":"Jurnal Manajemen Terapan dan Keuangan","issn_l":"2252-8636","issn":["2252-8636","2685-9424"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/P4310314958","host_organization_name":"Jambi University","host_organization_lineage":["https://openalex.org/P4310314958"],"host_organization_lineage_names":["Jambi University"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2252-8636","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7215883282","https://openalex.org/W7221108123","https://openalex.org/W4416840734","https://openalex.org/W7220575901","https://openalex.org/W7215944728","https://openalex.org/W4413723531","https://openalex.org/W7222818298","https://openalex.org/W4412118238","https://openalex.org/W7125585053","https://openalex.org/W4406113765"],"abstract_inverted_index":{"Abstract":[0],"This":[1],"study":[2,134],"examines":[3],"the":[4,25,125,136],"influence":[5,110],"of":[6,138],"influencer":[7,81,140],"marketing":[8,82,129,141,165,177],"strategy":[9,83],"and":[10,20,31,42,84,91,99,106,121,131,142,150,167,175],"social":[11,55,85,143],"media":[12,56,86,144],"activities":[13,87],"on":[14,94],"purchase":[15,100,112,155],"decisions":[16],"among":[17],"Micro,":[18],"Small,":[19],"Medium":[21],"Enterprises":[22],"(MSMEs)":[23],"in":[24,172],"digital":[26,128,164],"era,":[27],"with":[28,75],"perceived":[29,95,104,119],"value":[30,105,120],"customer":[32,97,107,122],"engagement":[33,108,123,145],"as":[34],"mediating":[35],"variables.":[36],"A":[37],"quantitative":[38],"approach":[39],"was":[40],"applied,":[41],"data":[43,64],"were":[44,65],"collected":[45],"from":[46],"150":[47],"respondents":[48],"through":[49],"a":[50,89],"structured":[51],"questionnaire":[52],"targeting":[53],"active":[54],"users":[57],"who":[58],"have":[59,88],"purchased":[60],"MSME":[61],"products.":[62],"The":[63,77,114,157],"analyzed":[66],"using":[67],"Partial":[68],"Least":[69],"Squares":[70],"Structural":[71],"Equation":[72],"Modeling":[73],"(PLS-SEM)":[74],"SmartPLS.":[76],"results":[78,158],"indicate":[79],"that":[80,118],"positive":[90],"significant":[92],"effect":[93],"value,":[96],"engagement,":[98],"decisions.":[101,113,156],"Furthermore,":[102],"both":[103,160],"significantly":[109],"consumers\u2019":[111],"findings":[115],"also":[116],"confirm":[117],"mediate":[124],"relationship":[126],"between":[127],"strategies":[130],"purchasing":[132],"behavior.This":[133],"highlights":[135],"importance":[137],"integrating":[139],"to":[146,163],"enhance":[147],"consumer":[148],"perceptions":[149],"involvement,":[151],"which":[152],"ultimately":[153],"drive":[154],"provide":[159],"theoretical":[161],"contributions":[162],"literature":[166],"practical":[168],"implications":[169],"for":[170],"MSMEs":[171],"developing":[173],"effective":[174],"sustainable":[176],"strategies.":[178],"Keywords:Personal":[179],"Branding,":[180],"Viral":[181],"Social":[182],"Media":[183],"Content,":[184],"Consumer":[185],"Engagement,":[186],"Consumption":[187],"Decision,":[188],"Generation":[189],"Z.":[190]},"counts_by_year":[],"updated_date":"2026-11-05T12:25:35.769452","created_date":"2026-11-04T00:00:00"}
