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The INFLUENCE OF SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, AND PRICE ON PUCHASE INTENTION IN DIGITAL CREATIVE SKILLS CLASS ON INSTAGRAM IN GENERATION Z OF JAMBI CITY

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · hlm. 205–212

DOI
10.22437/jbsmr.v8i2.43841
ISSN
2597-6265, 2597-369X
Terbit
2025-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The purpose of this study was to test and analyse social media marketing, online customer reviews, and price on the purchase intention of Digital Creative Skill classes on Instagram in Generation Z Jambi City. Data was collected using a questionnaire consisting of 17 statements. The population in this study was Instagram users who knew about the Digital Creative Skill class among Generation Z in Jambi City, with a research sample size of 96 respondents and a sampling technique using purposive sampling. The analysis method used in this research is multiple linear regression analysis. The results of the study show that social media marketing, online customer reviews, and price partially and simultaneously have a positive and significant effect on purchase intention in the Digital Creative Skill class. It was found that the price variable in this study is the most dominant variable influencing purchase intention in the Digital Creative Skill class

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  • Universitas Jambi
  • Universitas Muhammadiyah Jambi
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Yayuk SriayudhaUniversitas Jambi14
Zulfanetti ZulfanettiUniversitas Jambi4
Erida EridaUniversitas Jambi3
Tona Aurora LubisUniversitas Jambi3
Dahmiri DahmiriUniversitas Jambi3
Ade Perdana SiregarUniversitas Jambi3
Lucky Enggrani FitriUniversitas Jambi3
Heriberta HeribertaUniversitas Jambi2
Dwi KurniawanUniversitas Jambi2
Garry Yuesa RosyidUniversitas Jambi2
Johannes JohannesUniversitas Jambi2
Ridhwan RidhwanUniversitas Jambi2
Ana NurhasanahUniversitas Jambi2
Sonia Melati IndahUniversitas Jambi2
Ayu VebiolaUniversitas Jambi2
Sandri AtmanegaraUniversitas Jambi2
Syahmardi YacobUniversitas Jambi2
Widyanti FitriUniversitas Jambi1
Panggita WijayaUniversitas Jambi1
Johannes SimatupangUniversitas Jambi1
Ardiyaningsih Puji LestariUniversitas Jambi1
Ardi NovraUniversitas Jambi1
Agus SyarifUniversitas Jambi1
Fitri WidiasturiUniversitas Jambi1
Ade Per SiregarUniversitas Jambi1
RTS. RatnawatiAfiliasi tidak diketahui1
Ade Titi NifitaUniversitas Jambi1
Ade Perdana SiregarAfiliasi tidak diketahui1
Yemmi SuwartiUniversitas Jambi1
Agesha MarsyafUniversitas Muhammadiyah Jambi1
Levi Febri DamayantiUniversitas Jambi1
Putri ZulwarniUniversitas Jambi1
Linda HandayaniUniversitas Jambi1
Fitriaty FitriatyUniversitas Jambi1
Jul Kono SihombingUniversitas Jambi1
syahmardiAfiliasi tidak diketahui1
Johni Paul Karolus PasaribuAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The INFLUENCE OF SOCIAL MEDIA MARKETING, ONLINE CUSTOMER REVIEW, AND PRICE ON PUCHASE INTENTION IN DIGITAL CREATIVE SKILLS CLASS ON INSTAGRAM IN GENERATION Z OF JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Nurhidayat, Prasetyo </dc:creator>
	<dc:creator xml:lang="en">Ade Octavia</dc:creator>
	<dc:creator xml:lang="en">Novita Sari</dc:creator>
	<dc:subject xml:lang="en">Social Media Marketing</dc:subject>
	<dc:subject xml:lang="en">Online Customer Review</dc:subject>
	<dc:subject xml:lang="en">Price</dc:subject>
	<dc:subject xml:lang="en">Purchase Intention</dc:subject>
	<dc:subject xml:lang="en">Digital Creative Skill</dc:subject>
	<dc:subject xml:lang="en">Instagram</dc:subject>
	<dc:description xml:lang="en">The purpose of this study was to test and analyse social media marketing, online customer reviews, and price on the purchase intention of Digital Creative Skill classes on Instagram in Generation Z Jambi City. Data was collected using a questionnaire consisting of 17 statements. The population in this study was Instagram users who knew about the Digital Creative Skill class among Generation Z in Jambi City, with a research sample size of 96 respondents and a sampling technique using purposive sampling. The analysis method used in this research is multiple linear regression analysis. The results of the study show that social media marketing, online customer reviews, and price partially and simultaneously have a positive and significant effect on purchase intention in the Digital Creative Skill class. It was found that the price variable in this study is the most dominant variable influencing purchase intention in the Digital Creative Skill class</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/43841</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.43841</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 205-212</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/43841/21929</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Prasetyo  Nurhidayat, Ade Octavia, Novita Sari</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>