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All Journal Studi Ilmu Manajemen dan Organisasi Reviu Akuntansi, Manajemen, dan Bisnis
Anggalia Wibasuri
Institut Informatika Dan Bisnis Darmajaya, Lampung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Konten Marketing dan Influencer terhadap Keputusan Pembelian Skincare Moell melalui Brand Image Imron Parsaoran; Anggalia Wibasuri
Studi Ilmu Manajemen dan Organisasi Vol 6 No 1 (2025): April
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i1.4101

Abstract

Purpose: This study aims to analyze the influence of marketing content and influencers on the purchase decision of Moell baby skincare products, with brand image as a mediating variable. Methodology: This study uses a quantitative approach with a causal research design. The sampling technique uses purposive sampling with a sample of 100 people. Data were collected via a Google Form questionnaire and analyzed using smart-PLS. Result: Based on the results of the study, it can be concluded that marketing content has no effect on  the purchase decision of Moell's baby skincare products. Influencers have no influence on Moell's decision to purchase baby skincare products. Brand image affects  the purchase decision of Moell's baby skincare products. Conclusion: Brand image weakens the influence of marketing content on the purchase decision of Moell's baby skincare products and brand image can strengthen the influence of influencers on the purchase decision of Moell's baby skincare products. Limitations: This research also has limitations in the coverage of the area focused on the city of Bandar Lampung, so that future similar research can expand the scope of the research area to get better results. Contribution: marketing content and influencers because usually consumers increasingly believe that their skin condition or type is the same as the influencer so buying the recommended product and Moell skincare should always maintain the attractiveness of the influencer so that consumers always feel that the influencer who works with Moell skincare has an interesting and convincing speaking style.
Impact of TAM on Generation Z User Intention towards TikTok Live Shopping Anggalia Wibasuri; Ni Kadek Dwi Ayundari; M. Afsori; Dwiga Agus Nugroho
Reviu Akuntansi, Manajemen, dan Bisnis Vol 6 No 2 (2026): Juni
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i4.5892

Abstract

Purpose: The development of digital technology has transformed the marketing landscape into social commerce, exemplified by TikTok Shop's Live Shopping feature. However, the acceptance level of this technology among Gen Z as digital natives requires in-depth analysis. Therefore, this study aims to analyze the influence of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on Behavioral Intention (BI) with Attitude Toward Using (Yufi, Fadli, & Khalida) as a mediating variable based on the Technology Acceptance Model (Iswarani & Gautama). Research Methodology: The study employed an associative quantitative method. Data were collected via online questionnaires from 100 respondents selected using probability sampling. Path analysis was performed using IBM SPSS version 25 software. Results: The findings indicate that Perceived Ease of Use significantly affects ATU, whereas PU does not directly influence Attitude. Furthermore, ATU significantly influences Behavioral Intention. Conclusions: It is concluded that Attitude acts as a full mediator. This implies that for Generation Z, forming a positive attitude is a mandatory prerequisite that bridges the gap between technology perception and the actual intention to use. Limitations: This research focused on a single creator (@williesalim) and Generation Z; therefore, generalizations to other demographics should be made with caution. Contributions: This research provides a theoretical contribution by explicitly demonstrating the full mediating role of user attitude between technical platform perceptions and behavioral intention in a live shopping ecosystem, thereby extending TAM literature in the context of digital natives.
Effectiveness of E-Catalog in Procurement at Bandar Lampung Library and Archives Service Anggalia Wibasuri; Antonius Ginting; Elvirayhan Asrul; Yuliyana Yuliyana
Reviu Akuntansi, Manajemen, dan Bisnis Vol 5 No 2 (2025): Desember
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/rambis.v5i2.5915

Abstract

Purpose: This study evaluated the effectiveness of E-Catalogs in increasing efficiency, transparency, and accountability, and identifying implementation barriers to formulate more appropriate policy recommendations. Methodology: This study used a descriptive qualitative approach. Data collection techniques included interviewing sources, direct observation that directs the procurement of goods and services, and collecting various documents related to the research topic. Results: This study aimed to analyze the effectiveness of the implementation of an Electronic Catalog (E-Catalog) in the government procurement process for goods/services at the library and archives service level in Bandar Lampung City. Conclusions: The results of this study show that the E-Catalog is an effective procurement instrument for improving the performance of government procurement of goods and services, especially in terms of efficiency, transparency, and accountability within the Library and Archives Service of Bandar Lampung City. Limitations: This study aims to evaluate the effectiveness of the implementation of E-Catalog in the procurement of goods and services at the Library and Archives Service of Bandar Lampung City, particularly in increasing efficiency, transparency, accountability, supervisory functions, and identifying implementation obstacles to formulate more appropriate policy recommendations. Contributions: This study uses Presidential Regulation No. 16 of 2018 and interviews with procurement officials at the Library and Archives Service.
Co-Authors Antonius Ginting Dwiga Agus Nugroho Elvirayhan Asrul Imron Parsaoran M. Afsori Ni Kadek Dwi Ayundari Yuliyana Yuliyana