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All Journal JAT (Journal of Accounting and Tax) Journal of Management and Business Innovation (JOMBINOV)
Yonas F. Riwu
University of Nusa Cendana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Influence of Social Media Marketing on Purchase Decisions Moderated by Electronic Word of Mouth at Cititex Kupang Jessica Angelin; Yosefina K.I.D.D Dhae; Yonas F. Riwu; Rolland E. Fanggidae
Journal of Management and Business Innovation Journal of Management and Business Innovation (JOMBINOV): Volume 02, No 02, June 2026
Publisher : CV. Vocezmi Learnov

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65792/jombinov.v2i2.43

Abstract

This study aims to analyze the influence of social media marketing on purchasing decisions with electronic word of mouth as a moderating variable at Cititex Kupang, a fashion retailer operating in Kupang City, Indonesia. The research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents who met the criteria: consumers who had purchased or interacted with Cititex Kupang products through Instagram, were influenced by reviews or recommendations on Instagram, and had active social media accounts. Data analysis utilized simple linear regression and Moderated Regression Analysis (MRA). The results revealed that social media marketing significantly influences purchasing decisions at Cititex Kupang (t-count 9.733 > t-table 1.660; sig. 0.000 < 0.05). However, electronic word of mouth was not proven to moderate the relationship between social media marketing and purchasing decisions, as the interaction variable showed a significance value of 0.065 (> 0.05) with a negative coefficient direction, indicating a weakening tendency. This research contributes to the digital marketing literature by examining the moderating role of e-WOM in the relationship between social media marketing and purchase decisions, particularly in the context of local fashion retail in Eastern Indonesia, an area previously under-researched. The findings suggest that fashion retailers should optimize their social media marketing strategies through engaging content creation, active sharing, and community building. While e-WOM may not serve as a strong moderator, companies should still encourage customer reviews and testimonials to complement their promotional efforts. This study is limited to a single retail location (Cititex Kupang) with 100 respondents. Future research should expand the sample size, include multiple locations, and consider other variables such as price, product quality, and brand trust to provide a more comprehensive understanding of factors influencing purchase decisions.
BEYOND REPUTATION: DETERMINANTS OF FINANCIAL PERFORMANCE – EVIDENCE FROM INDONESIA STOCK EXCHANGE Paulina Y. Amtiran; Yuri S. Faah; Yonas F. Riwu
JAT : Journal Of Accounting and Tax Vol. 5 No. 2 (2026): Special Issue
Publisher : Universitas Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36563/3976wq95

Abstract

This study aims to examine the relationship between assets, market capitalization, company reputation, and stock prices in relation to financial performance. The research sample consisted of 30 companies listed on the Indonesia Stock Exchange, selected using a purposive sampling technique. Data collection was conducted using secondary data from 2017 to 2022. The analysis employed multiple regression analysis with panel data. The results indicate that assets, market capitalization, and stock prices significantly affect financial performance, while the company's reputation index does not have a significant impact. These findings suggest that companies with strong asset values, high market capitalization, favorable stock prices are likely to enhance their financial performance. The study is limited by the small sample size of 30 companies, which may affect the generalizability of the findings. Further researchers are encouraged to use a larger number of samples with different analysis methods. Implications: This study serves as a benchmark for companies assessing their performance and provides valuable insights for investors when making investment decisions.
Co-Authors Jessica Angelin Paulina Y. Amtiran Rolland E. Fanggidae Yosefina K.I.D.D Dhae Yuri S. Faah