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All Journal Jurnal Ilmu Manajemen Terapan (JIMT) IIJSE
Leni Cahyani
Telkom University, Bandung, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Faktor Pembentuk Kepercayaan dan Keputusan Pembelian di Pasar Digital Indonesia: Analisis Peran Social Proof dan Keamanan Data Dwitya Dimas Pramudya; Ganjar Mohamad Disastra; Leni Cahyani
Jurnal Ilmu Manajemen Terapan Vol. 7 No. 5 (2026): Jurnal Ilmu Manajemen Terapan (Mei - Juni 2026)
Publisher : Dinasti Review Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jimt.v7i5.8253

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Social Proof dan Keamanan Data terhadap Keputusan Pembelian Konsumen pada platform e-commerce di Indonesia, yang dimediasi oleh Kepercayaan (trust). Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa Keamanan Data berpengaruh signifikan terhadap Kepercayaan (β=0,590; p<0,05) dan Keputusan Pembelian Konsumen  (β=0,286; p<0,05). Sementara itu, Social Proof berpengaruh signifikan terhadap Kepercayaan (β=0,194; p<0,05), namun tidak berpengaruh signifikan terhadap Keputusan Pembelian (β=0,053; p>0,05). Adapun peran mediasi Kepercayaan adalah signifikan pada hubungan antara Keamanan Data dan Keputusan Pembelian, namun tidak signifikan pada hubungan antara Social Proof dan Keputusan Pembelian Konsumen. Secara teoretis, penelitian ini memberikan kontribusi penting pada literatur perilaku konsumen digital dengan memperluas model kepercayaan, di mana Keamanan Data dan Social Proof merupakan anteseden yang bergantung pada Kepercayaan dalam membentuk Keputusan Pembelian Konsumen, pada platform e-commerce di Indonesia. Secara praktis, hasil penelitian ini menyarankan bagi pelaku e-commerce untuk memprioritaskan penguatan infrastruktur keamanan data sebagai fondasi utama dalam membangun kepercayaan, disamping mengelola bukti sosial secara autentik untuk meningkatkan kredibilitas platform.
The Influence of Influencer Marketing Content on the TikTok Platform on Consumer Buying Interest (Case Study of Labubu Blind Box Products at Popmart, Bandung City in 2026) Diva Aulia; Leni Cahyani; Laksmi Saraswati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10481

Abstract

This research discusses the influence of content marketing and influencer marketing on the TikTok platform on consumer buying interest in Blind Box Labubu products at Pop Mart Bandung City. This research is motivated by the increasing use of TikTok as a digital promotional medium, especially in introducing popular products such as Labubu. The aim of this research is to find out how much influence marketing content and influencer marketing have on consumer buying interest. The method used is a quantitative approach with explanatory research. Data was collected through an online questionnaire using Google Forms to 110 respondents who were active TikTok users, lived in Bandung City, and had an interest in Blind Box Labubu products. The sampling technique used purposive sampling, while data analysis was carried out with the help of SPSS 25 through validity, reliability, classical assumptions, multiple linear regression, t test, F test, and coefficient of determination. The research results show that content marketing and influencer marketing have a positive and significant effect on consumer buying interest. Influencer marketing has a stronger influence than content marketing. Together, these two variables are able to explain 53.6% of the variation in consumer buying interest. Thus, marketing strategies through TikTok content and influencers can be an effective way to increase consumer buying interest in Blind Box Labubu products.
Co-Authors Diva Aulia Dwitya Dimas Pramudya Ganjar Mohamad Disastra Laksmi Saraswati