Precise Journal of Economic

The Influence of Viral Trends and Fear of Missing Out (FOMO) on University Students' Purchasing Decisions on TikTok Shop

Agus Purwanto — 2026-10-14

This study aims to analyze the influence of viral trends and the "fear of missing out" (FOMO) on students' purchasing decisions on Tiktok Shop, both individually and simultaneously. A quantitative approach was employed, involving 87 students from the Lamaddukelleng Institute of Law and Economics who use Tiktok Shop as respondents. The data were analyzed using multiple linear regression with the aid of SPSS software. The results indicate that viral trends have a positive and significant effect on purchasing decisions, with a regression coefficient of 0.656, a calculated t-value of 7.625, and a significance level of p < 0.001. FOMO also exerts a positive and significant influence on purchasing decisions, with a regression coefficient of 0.222, a calculated t-value of 3.029, and a significance level of 0.003. Simultaneously, viral trends and FOMO significantly influence purchasing decisions, as evidenced by a calculated F-value of 144.332 and a significance level of p < 0.001. The coefficient of determination (R²) of 0.775 indicates that these two variables explain 77.5% of the variation in purchasing decisions, while the remaining 22.5% is attributable to factors outside the research model. These findings demonstrate that product popularity on social media and consumer anxiety about missing out on specific trends or opportunities are factors linked to students' purchasing decisions on Tiktok Shop. The study offers implications for business practitioners, highlighting the importance of understanding the role of digital trends and consumer psychological responses when designing effective marketing strategies and encouraging more rational purchasing decisions

The Impact of Digital Transformation on Human Resource Performance and Competence at LKP WIM, Wajo Regency

Andi Sumangelipu — 2026-10-14

Digital transformation is a crucial factor in human resource development, particularly in enhancing employees' performance and competence within training institutions. This study aims to analyze the impact of digital transformation on human resource (HR) performance and competence at LKP WIM in Wajo Regency. A quantitative approach with associative design was employed. Data was collected via questionnaires from 54 employees using a saturated sampling technique. Data analysis was conducted using Pearson correlation and linear regression with SPSS version 22. The results indicate that digital transformation has a positive and significant effect on HR performance, with a regression coefficient of 0.657, a t-value of 6.894, and a coefficient of determination (R²) of 0.478. Digital transformation also has a positive and significant effect on HR competence, with a regression coefficient of 0.892, a t-value of 9.654, and an R² value of 0.642. These findings reveal that digital transformation is more strongly related to HR competence than to HR performance, as indicated by the results of the two regression models. In practice, the findings suggest that digitalization must be accompanied by structured training and mentoring to ensure that technology use supports the enhancement of employee capabilities. However, the interpretation of these results requires consideration of the limitations regarding the reliability of the HR performance instrument and the study's scope, which was limited to a single institution. This study provides empirical evidence regarding the relevance of digital transformation to human resource development in non-formal training institutions at the regional level.

The Influence of Visual Content and Social Media Strategies on Digital Branding at 3R Florist Sengkang

Siardin Andi Djemma — 2026-10-14

The evolution of digital marketing encourages business owners to leverage visual content and social media strategies to build brand identity and image. This study aims to analyze the influence of Visual Content and Social Media Strategy on the Digital Branding of 3R Florist Sengkang, both partially and simultaneously. A quantitative approach was employed, involving 91 respondents. Data were collected via questionnaires and analyzed using multiple linear regression with SPSS version 25. The results indicate that Visual Content has a positive and significant effect on Digital Branding, with a regression coefficient of 0.379, a t-value of 3.952, and a significance level of p < 0.001. Social Media Strategy also has a positive and significant effect on Digital Branding, with a regression coefficient of 0.230, a t-value of 2.375, and a significance level of 0.020. Simultaneously, both variables significantly influence Digital Branding, as evidenced by an F-value of 32.877 and a significance level of p < 0.001. The coefficient of determination (R²) of 0.428 indicates that Visual Content and Social Media Strategy collectively explain 42.8% of the variation in Digital Branding, while the remaining 57.2% is attributable to factors outside the research model. These findings demonstrate that presenting engaging visual content and implementing a planned social media strategy are crucial aspects of supporting digital branding for a florist business. The study offers practical implications for 3R Florist Sengkang to develop consistent, informative, and relevant content while enhancing the quality of audience interaction via social media.

The Impact of Social Media-Based Digital Marketing on Increasing Sales for Silk Sarong Businesses in Wajo Regency

Asrul Jaya — 2026-10-14

This study aims to analyze the impact of social media-based digital marketing on the sales of silk sarong businesses in Wajo Regency, South Sulawesi. A quantitative approach utilizing a survey method was employed. The study population consisted of 120 active silk sarong business owners; a sample of 55 respondents was determined using Slovin's formula (with a 10% margin of error) and selected via purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using tests of validity and reliability, classical assumptions, simple linear regression, the coefficient of determination, and the t-test. The results indicate that digital marketing via social media has a positive and significant effect on sales of silk sarong businesses, with a regression coefficient of 0.659 and a t-value of 8.703 (p < 0.001). The coefficient of determination (R²) of 0.588 indicates that digital marketing explains 58.8% of the variation in sales, while the remaining 41.2% is attributable to factors outside the research model. WhatsApp was the most widely used platform among respondents, followed by TikTok, Instagram, and Facebook. These findings demonstrate that social media use can support marketing and sales of silk sarong products. Therefore, business owners need to optimize their social media usage by presenting engaging product content, maintaining responsive communication, and conducting consistent promotions to expand their market reach.

The Influence of Customer Experience and Customer Relationship Management on Customer Loyalty at Larut Coffee and Sengkang Medical Centre

Indra Heri Rukmana — 2026-10-14

This study aims to analyze the influence of Customer Experience (CE) and Customer Relationship Management (CRM) on customer loyalty at Larut Coffee and Sengkang Medical Center (SMC) in Wajo Regency, South Sulawesi. The study employs a quantitative approach using a survey method and an explanatory research design. The sample consists of 100 respondents selected via purposive sampling, with 50 respondents from each research site. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that at SMC, Customer Experience has a regression coefficient of 0.293 with a significance value of 0.117, meaning it does not significantly influence customer loyalty. Conversely, CRM shows a positive and significant relationship with customer loyalty, with a regression coefficient of 0.563 and a significance value of 0.001. At Larut Coffee, Customer Experience is positively and significantly related to customer loyalty, with a regression coefficient of 0.548 and a significance value of 0.041. Meanwhile, CRM has a regression coefficient of 0.169 with a significance value of 0.479, indicating an insignificant relationship with customer loyalty. Simultaneously, CE and CRM are significant in explaining customer loyalty at both research sites (p<0.001). The coefficient of determination is 49.8% for SMC and 39.4% for Larut Coffee. These findings reveal differences in the patterns of relationships between variables across the two service contexts. Practically, SMC needs to prioritize patient relationship management, whereas Larut Coffee needs to emphasize enhancing the customer experience. The results of this study can serve as a basis for designing loyalty strategies tailored to each business's specific characteristics.