Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Asep Nuryadin
Bisnis Digital, Kampus UPI Tasikmalaya, Universitas Pendidikan Indonesia
Economics, Econometrics & Finance

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KOL Credibility Influence on Generation Z TikTok Skincare Purchase Decision-Making Process: Mediated by Brand Image and Digital Consumer Behavior Mochammad Revo Izqulby; Syti Sarah Maesaroh; Asep Nuryadin
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): 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.v7i4.8239

Abstract

This study aimed to analyze the influence of Key Opinion Leader (KOL) Credibility on TikTok on the Purchase Decisions-Making Process of skincare products among Indonesian Generation Z, examining the mediating roles of Brand Image and Digital Consumer Behavior. Employing a quantitative, causal-correlational survey design, data were collected from 265 Indonesian Generation Z respondents (ages 15-25, 79.2% female, 90.2% daily TikTok users) interested in skincare, with KOL Credibility measured by expertise, trustworthiness, and attractiveness; Brand Image by brand associations; Digital Consumer Behavior by information search, engagement, and purchase intention; and Purchase Decision-Making Process by frequency and probability of purchase, analyzed using SPSS and PROCESS Macro Hayes. Results indicated that KOL Credibility significantly influenced Purchase Decision Making-Process directly (Direct Effect = .116, p=.005), and also significantly impacted Brand Image (.625) and Digital Consumer Behavior (.460), both of which positively and significantly influenced Purchase Decision- Making Process (.231 and .620 respectively). Bootstrapping confirmed the mediating roles of Brand Image (.144, CI: .064-.214) and Digital Consumer Behavior (.285, CI: .190-.374), with Digital Consumer Behavior showing a significantly larger mediating contribution. Implications suggest that skincare brands should focus on credible KOLs and content strategies that foster active digital engagement, contributing to digital marketing theory by highlighting the dominance of the Digital Consumer Behavior mediation pathway among young audiences
The Effect of Product Quality and Price Perception on Purchase Decision-Making Process Mediated by Brand Image in EdTech Start-Up Astrid Nurul Azizah; Syti Sarah Maesaroh; Asep Nuryadin
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): 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.v7i4.8256

Abstract

The quick development of digital technology has changed consumer behavior and sped up the expansion of Indonesian educational technology (EdTech) platforms.  Among these, one of the digital training platforms is crucial for enhancing digital proficiency.  With brand image acting as a mediating variable, this study attempts to investigate how product quality and price perception affect the decision to buy.  205 respondents, who were both participants and alumni of Dibimbing's bootcamp programs, participated in a quantitative study that used a convenience sample strategy. The findings reveal that the purchase decision-making process is positively and significantly impacted by both price perception (β = 0.214; p < 0.000) and product quality (β = 0.397; p < 0.000). Moreover, The impacts of Price Perception (indirect effect β = 0.123; p < 0.000) and Product Quality (indirect effect β = 0.183; p < 0.000) on the Purchase Decision-Making Process are considerably mediated by Brand Image. The direct effect of Product Quality remains stronger than the mediated one, suggesting that perceived quality is the dominant factor influencing purchasing behavior in EdTech contexts. These results highlight the strategic importance of enhancing product quality, implementing value-driven pricing, and strengthening brand image through testimonials and digital innovation to improve users’ purchasing decisions
Co-Authors Astrid Nurul Azizah Mochammad Revo Izqulby Syti Sarah Maesaroh