Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Sukirman Sukirman
Institut Teknologi dan Bisnis (ITB) Semarang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Brand Image, Customer Review dan Harga terhadap Keputusan Pembelian Skincare The Face di Platform Shopee Kota Semarang Apprilia Iriyanto; Sukirman Sukirman
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7864

Abstract

  The growth of e-commerce has changed consumer purchasing behavior, particularly in the skincare market, where consumers rely on brand reputation, customer reviews, and price information before making a purchase. This study aims to analyze the partial and simultaneous effects of brand image, customer review, and price on the purchase decision of The Face skincare products on Shopee in Semarang City. A quantitative causal-associative design was employed. The study involved 96 respondents selected using purposive sampling, with data collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results show that brand image has a positive and significant effect on purchase decisions (t = 3.277; p = 0.001), customer review has a positive and significant effect (t = 3.208; p = 0.002), and price also has a positive and significant effect (t = 2.950; p = 0.004). Simultaneously, the three variables significantly affect purchase decisions (F = 27.013; p < 0.001). The coefficient of determination (R² = 0.468) indicates that 46.8% of the variation in purchase decisions is explained by the model. These findings imply that strengthening brand image, encouraging credible customer reviews, and maintaining price-quality suitability can support consumer purchase decisions.
Pengaruh Live Streaming Marketing, Brand Trust, dan Online Customer Review terhadap Keputusan Pembelian Pengguna TikTok Shop Generasi Z di Semarang Habibah Habibah; Sukirman Sukirman
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.7892

Abstract

TikTok Shop has become one of the fastest-growing social commerce platforms in Indonesia, with Generation Z recorded as its most active user segment. This condition encourages sellers to rely on interactive marketing approaches such as live streaming, brand credibility building, and customer review management to influence purchase behavior. This study examines the effect of live streaming marketing, brand trust, and online customer review on purchase decisions among Generation Z users of TikTok Shop in Semarang City, both partially and simultaneously. A quantitative associative approach was applied using a survey method, involving 96 respondents selected through purposive sampling, namely Generation Z consumers domiciled in Semarang who had made at least two purchases through TikTok Shop within the past six months. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression with the assistance of SPSS, preceded by validity, reliability, and classical assumption tests. The results show that live streaming marketing, brand trust, and online customer review each have a positive and significant partial effect on purchase decisions, with live streaming marketing emerging as the most dominant predictor. Simultaneously, the three variables significantly influence purchase decisions and are able to explain a substantial proportion of its variance, while the remainder is explained by factors outside the model. These findings confirm that interactive live content, brand credibility, and peer-generated reviews jointly shape the purchasing behavior of Generation Z consumers in social commerce settings, offering practical implications for sellers on TikTok Shop.
Co-Authors Apprilia Iriyanto Habibah Habibah