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All Journal Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Britain International of Humanities and Social Sciences (BIoHS) Journal Economit Journal
Surnita Sandi Wiranata
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Religion Humanities Economics, Econometrics & Finance Environmental Science Social Sciences

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The Effects of Celebrity Endorsement and Flash Sales on Purchasing Decisions for Glad2Glow Products on TikTok Shop Retna Dwi Winady; Surnita Sandi Wiranata; Tedi Kustandi
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 13 No 4 (2026): Konfrontasi, December
Publisher : Budapest International Research and Critics University

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The development of digital commerce has changed consumer behavior, particularly in the beauty and skincare industry. TikTok Shop is one of the rapidly growing social commerce platforms in Indonesia, encouraging companies to implement digital marketing strategies, such as celebrity endorsement and flash sale programs, to increase consumer purchasing decisions. This study aims to analyze the effects of celebrity endorsement and flash sales on purchasing decisions for Glad2Glow skincare products among female students of the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon. The study uses a quantitative approach with descriptive and hypothesis-testing methods. The sample consists of 83 respondents selected through purposive sampling. Data were analyzed using IBM SPSS Statistics. The results show that celebrity endorsement has a positive and significant effect on purchasing decisions (t = 5.188; p < 0.001). Flash sales also have a positive and significant effect on purchasing decisions (t = 3.985; p < 0.001). Together, the two variables significantly affect purchasing decisions (F = 50.690; p < 0.001), with an adjusted R square of 0.548. This means that celebrity endorsement and flash sales explain 54.8% of purchasing decisions, while the remaining 45.2% is influenced by factors outside the study. These findings indicate that combining credible celebrities with time-limited promotional programs can increase consumer purchasing decisions on social commerce platforms.
The Role of Influencer Marketing and Brand Image in Purchase Decisions for Hanasui Products among University Students Neng Rossy Novelina; Surnita Sandi Wiranata; Tedi Kustandi
Economit Journal: Scientific Journal of Accountancy, Management and Finance Vol 6 No 4 (2026): Scientific Journal of Accountancy, Management and Finance: (November)
Publisher : Britain International for Academic Research (BIAR-Publisher)

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The growth of Indonesia’s cosmetics industry has encouraged companies to implement marketing strategies that strengthen consumer purchase decisions. Influencer marketing and brand image development are widely used to build trust and attract consumer interest in products. This study aims to analyze the effects of influencer marketing and brand image on purchase decisions for Hanasui products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. A quantitative survey approach was employed involving 67 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using IBM SPSS Statistics, including validity tests, reliability tests, classical assumption tests, multiple linear regression, individual significance tests (t-tests), a joint significance test (F-test), and the coefficient of determination. The findings indicate that influencer marketing and brand image have positive and significant effects on purchase decisions, both individually and jointly. The two variables also explain a substantial proportion of the variation in consumer purchase decisions. These findings suggest that effective influencer communication supported by a strong brand image enhances consumers’ confidence in purchasing Hanasui cosmetics. The study implies that companies should select credible influencers and consistently develop their brand image to improve competitiveness and sustain consumer purchase decisions.
The Effect of Service Quality and Café Atmosphere on Purchasing Decisions: Evidence from Teras Bumi Coffee, Cirebon City Clara Novitri; Surnita Sandi Wiranata; Tedi Kustandi
Britain International of Humanities and Social Sciences (BIoHS) Journal Vol 8 No 3 (2026): Britain International of Humanities and Social Sciences, October
Publisher : Britain International for Academic Research (BIAR) Publisher

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The growth of the coffee shop industry in Indonesia has intensified business competition, requiring business operators to create consumption experiences that encourage customers' purchasing decisions. This study aims to analyze the effects of service quality and café atmosphere on consumers' purchasing decisions at Teras Bumi Coffee, Kesambi, Cirebon City. The study employed a quantitative approach and a survey of 100 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with IBM SPSS Statistics 27. The results show that service quality has a positive and significant effect on purchasing decisions. Café atmosphere also has a positive and significant effect on purchasing decisions. Jointly, the two independent variables significantly affect purchasing decisions and explain more than half of the variation in consumers' purchasing decisions. These findings indicate that consistently improving service quality and creating a comfortable, attractive café atmosphere aligned with consumer preferences can increase customers' propensity to purchase. The study provides practical implications for coffee shop managers in developing customer experience-based marketing strategies by improving service interactions and managing the physical business environment.
Co-Authors Clara Novitri Neng Rossy Novelina Retna Dwi Winady Tedi Kustandi