Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Mailis Satus Suhufa Mailis
UPN Veteran Jawa Timur
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Influencer Marketing, Electronic Word of Mouth (E-WOM), and Social Media Marketing On Purchase Decisions for Wardah Glasting Liquid Lip Product: (A Study of Active Female Undergraduate Students at UPN “Veteran” East Java) Mailis Satus Suhufa Mailis; Maharani Ikaningtyas
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i2.10540

Abstract

This study aims to analyze the influence of influencer marketing, electronic word of mouth (E-WOM), and social media marketing on purchasing decisions among female students enrolled in the Bachelor’s Degree Program at UPN “Veteran” East Java. The study employs a quantitative approach, with data collected through a questionnaire distributed to 150 respondents selected using purposive sampling. Data analysis was conducted using IBM SPSS Statistics 26 through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that influencer marketing, electronic word of mouth (E-WOM), and social media marketing simultaneously have a positive and significant influence on purchasing decisions. Partially, influencer marketing, electronic word of mouth (E-WOM), and social media marketing also have a positive and significant influence on purchasing decisions among active female undergraduate students in the Bachelor’s Program at UPN “Veteran” East Java. This study demonstrates that digital marketing strategies through influencers, online reviews, and social media can enhance consumers’ purchasing decisions regarding local cosmetic products.
Co-Authors Maharani Ikaningtyas