Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Parso
Universitas Mohammad Husni Thamrin
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
The Influence of Service Quality and Promotion on Customer Satisfaction Mediated by Customer Trust at Ria Busana Store in Cianjur Afnisa Firdaus; Parso; Putu Tirta Sari Ningsih
Ilmu Ekonomi Manajemen dan Akuntansi Vol. 7 No. 2 (2026): Jurnal Ilmu Ekonomi Manajemen dan Akuntansi
Publisher : Universitas Mohammad Husni Thamrin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37012/ileka.v7i2.3905

Abstract

The rapid growth of social commerce in Indonesia through TikTok Shop has prompted global skincare brands such as Skintific to rely on influencer marketing and electronic word-of-mouth (E-WOM) to reach consumers, although consumer trust in the combination of these two strategies does not necessarily form automatically. This study aims to analyze the influence of influencer marketing and E-WOM on purchase intention, with consumer trust as an intervening variable. A quantitative causal-associative approach was employed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) on 200 active TikTok users who had been exposed to Skintific content, selected through purposive sampling and analyzed with SmartPLS 3. The results show that influencer marketing and E-WOM have a positive and significant effect on consumer trust and purchase intention, and consumer trust is proven to partially mediate the influence of both on purchase intention. The model explains 77.2 percent of the variance in consumer trust and 70.6 percent of the variance in purchase intention. The study concludes that influencer marketing and E-WOM are effective digital marketing strategies for building trust and driving consumer purchase intention within the social commerce ecosystem.
Co-Authors Afnisa Firdaus Ningsih, Putu Tirta Sari