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All Journal Jurnal Computech & Bisnis (e-Journal) Jurnal Ekonomi, Manajemen, Akuntansi
Shandy Puspita
Sekolah Tinggi Ilmu Ekonomi Wiyatamandala, Indonesia
Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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A Quantitative Study of the Influence of Micro and Macro Influencers on Brand Awareness with Electronic Word of Mouth (eWOM) as a Mediation Variable on TikTok Users Adhelia Qorimah Putri; Shandy Puspita
JURNAL COMPUTECH & BISNIS Vol. 20 No. 1 (2026): Jurnal Computech & Bisnis (e-Journal)
Publisher : LPPM STMIK Mardira Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56447/jcb.v20i1.17

Abstract

This study seeks to investigate the mediating function of Electronic Word of Mouth (eWOM) in connecting the impact of Micro Influencers and Macro Influencers on Brand Awareness among TikTok users. In the evolution of digital marketing, Electronic Word of Mouth (eWOM) has emerged as a significant force influencing consumer perception and behavior, particularly through user interactions such as comments, reviews, and recommendations on social media. This study employs a quantitative methodology via a poll of 300 current TikTok users who have engaged with material from both Micro and Macro Influencers. Data were gathered via an online questionnaire and evaluated using linear regression and the Sobel Test for mediation in SPSS. The study's findings demonstrate that Micro Influencers and Macro Influencers exert a substantial impact on Electronic Word of Mouth (eWOM). Moreover, Electronic Word of Mouth (eWOM) has been shown to impact Brand Awareness significantly. The mediation test results demonstrate that Electronic Word of Mouth (eWOM) significantly mediates the relationship between influencers and Brand Awareness. The results indicate that influencers' efficacy in enhancing brand awareness relies not solely on audience reach but also on their capacity to foster interaction and communication among users through Electronic Word of Mouth (eWOM).
Pengaruh Lingkungan, Motivasi, Disiplin Kerja, dan Kompensasi Terhadap Kinerja Karyawan PT IG Divisi Finance dan Accounting Mardiana Mardiana; Shandy Puspita
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 4 No. 4: Mei 2025
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v4i4.9192

Abstract

Tujuan penelitian ini untuk mengetahui pengaruh lingkungan kerja, motivasi, disiplin dan kompensasi terhadap kinerja karyawan PT IG secara individu maupun bersama-sama. Populasi dari penelitian ini adalah karyawan PT IG divisi finance dan accounting yaitu sebanyak 90 orang. Sampel yang diambil dalam penelitian ini menggunakan seluruh populasi. Kemudian teknik pengambilan sampel yang digunakan dalam penelitian ini menggunakan teknik total sampling. Hasil dalam penelitian ini diperoleh bahwa ada pengaruh lingkungan kerja, motivasi kerja, disiplin kerja dan kompensasi terhadap kinerja karyawan di PT IG secara individu maupun bersama-sama.
Co-Authors Adhelia Qorimah Putri Mardiana Mardiana