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Pengaruh Inovasi Produk, Online Customer Review, dan Influencer Marketing Terhadap Keputusan Pembelian Sunscreen Facetology di E-Commerce Shopee Kota Tangerang Wulandarih, Amelia; Sukaesih, Imas; Ratnasari, Aisyah
ProBisnis : Jurnal Manajemen Vol. 16 No. 4 (2025): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probisnis.v16i4.1088

Penelitian ini mengkaji pengaruh inovasi produk, online customer review, dan influencer marketing terhadap keputusan pembelian sunscreen Facetology di platform e-commerce Shopee di Kota Tangerang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif, dan data primer dikumpulkan melalui kuesioner skala Likert. Populasi dalam penelitian ini terdiri dari pengguna sunscreen Facetology di Kota Tangerang, dengan ukuran sampel 100 responden yang ditentukan menggunakan rumus Lemeshow. Pengambilan sampel dilakukan dengan metode sampling non-probabilitas menggunakan sampling insidental. Pengumpulan data dilakukan melalui kuesioner dengan menyajikan pernyataan dalam bentuk Google Forms kepada responden. Analisis data dalam penelitian ini diproses menggunakan SPSS v25, termasuk analisis statistik deskriptif dan analisis statistik inferensial. Hasil penelitian menunjukkan bahwa inovasi produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (t-hitung 5.599 > t-tabel 1.984; sig. 0.000 < 0.05). Online customer review juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian (t-hitung 4.364 > t-tabel 1.984; sig. 0.000 < 0.05). Sementara itu, influencer marketing tidak memiliki pengaruh yang signifikan terhadap keputusan pembelian (t-hitung -0,617 < t-tabel 1,984; sig. 0,539 > 0,05). Berdasarkan hasil uji F, nilai yang diperoleh adalah (F-hitung 57,943 > F-tabel 2,70; sig. 0,000 < 0,05), menunjukkan bahwa inovasi produk, online customer review, dan influencer marketing secara bersamaan memiliki pengaruh signifikan terhadap keputusan pembelian.

Analysis Of Customer Review, Price Sensitivity, Dan Product Quality Terhadap Consumer Trust Produk Skincare ‘Skin1004 Madagascar Centella’ Di Marketplace Shopee Kota Tangerang Anisah, Siti Nur; Sukaesih, Imas; Utami, Wanda Yulia
ProBisnis : Jurnal Manajemen Vol. 16 No. 4 (2025): August: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62398/probisnis.v16i4.1098

Penelitian ini mengkaji pengaruh customer review, price sensitivity, dan product quality terhadap consumer trust pada produk skincare Skin1004 Madagascar Centella di Shopee Kota Tangerang. Latar belakang penelitian berlandaskan tren belanja daring, meningkatnya popularitas skincare Korea di Indonesia, dan pentingnya membangun kepercayaan konsumen. Penelitian menggunakan metode kuantitatif melalui survei kuesioner kepada 100 pembeli produk tersebut di Shopee, dengan analisis data menggunakan Structural Equation Modeling (SEM) berbantuan SmartPLS. Hasil menunjukkan ketiga variabel bebas berpengaruh positif dan signifikan terhadap consumer trust. Temuan ini menegaskan bahwa kepercayaan konsumen dalam pembelian skincare online dipengaruhi oleh kualitas produk, ulasan konsumen, dan persepsi harga yang wajar. Penelitian ini dapat menjadi acuan strategi pemasaran digital bagi pelaku usaha dan platform e-commerce di industri kecantikan.

Pengaruh Digital Marketing, Kreatifivitas, dan Modal Usaha Terhadap Perkembangan Bisnis UMKM CUP Bestari Kec.Periuk Kota Tangerang Sukaesih, Imas; Alif, Indria
Innovative: Journal Of Social Science Research Vol. 4 No. 3 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i3.10247

Tujuan dalam penelitian adalah untuk mengetahui pengaruh digital marketing, kreativitas dan modal usaha terhadap perkembangan bisnis UMKM Cup Bestari Kec.Periuk Kota Tangerang. Populasi yang digunakan dalam penelitian ini adalah keseluruhan anggota UMKM Cup Bestari Kec.Periuk Kota Tangerang. Sampel yang digunakan sebagai objek penelitian ini yaitu 104 responden. Hipotesis penelitian ini diuji dengan thitung dan Fhitung dari persamaan regresi α = 5%. Dari hasil perhitungan yang menggunakan SPSS versi 26 dihasilkan thitung dengan probabilitas sebagai berikut : Digital Marketing (X1) sebesar -0,832 (signifikan 0,407), serta Modal Usaha (X3) sebesar 0,433 (signifikan 0,666) di bandingkan dengan ttabel sebesar 1,983 dan ternyata thitung lebih besar, sehingga hipotesis alternative (H1) dan (H3) ditolak., Sedangkan Kreativitas (X2) sebesar 5,121 (signifikan 0,000) di bandingkan dengan ttabel sebesar 1,983 dan ternyata thitung lebih kecil, sehingga hipotesis alternative (H2) diterima, Berdasarkan hasil uji F diperoleh nilai Fhitung (21,878) > Ftabel (2,69), hal tersebut berarti secara bersama-sama variabel independen (X) mempengaruhi atau dapat meningkatkan variabel dependen (Y) yaitu Perkembangan Bisnis.

Analysis of Product Diversity, Perceived Value, and Product Quality on Skintific Purchasing Decisions; Influencer Endorsement as a Moderating Variable Selfiana, Ifa Sefti; Sukaesih, Imas; Utami, Wanda Yulia
Global Education Journal Vol. 3 No. 1 (2025): Global Education Journal (GEJ)
Publisher : Civiliza Publishing, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/gej.v3i1.892

The development of the cosmetics industry in Indonesia, particularly in the skincare sector, has experienced significant growth. The purpose of this study was to examine how product diversity, perceived value, and product quality influence perceived value for Skintific in Tangerang, with influencer endorsement as a moderating variable. This study used a quantitative approach with a causal associative method. Data were collected through questionnaires from 180 Skinacre Skintific users and analyzed using SmartPLS 3 software to test the relationship between variables and their moderating effects. The results showed that all four variables had a positive and significant effect on purchase decisions. Influencer endorsement significantly moderated the relationship between the three variables and purchase decisions. This study addresses a gap in the literature by integrating four key variables that are typically studied separately and positioning influencer endorsement as a moderating variable in a model that has not been widely integrated.

PENGARUH PENGEMBANGAN SUMBER DAYA MANUSIA, BUDAYA ORGANISASI, DAN MOTIVASI TERHADAP KINERJA GURU (STUDI KASUS PADA GURU TAMAN KANAK -KANAK DI KECAMATAN PERIUK) Erinawati, Erinawati; Sukaesih, Imas; Pratama, Aditya
Jurnal Review Pendidikan dan Pengajaran Vol. 7 No. 4 (2024): Special Issue Vol. 7 No. 4 Tahun 2024
Publisher : LPPM Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/jrpp.v7i4.38451

Tujuan penelitian guna menganalisis pengaruh pengembangan sumber daya manusia, budaya organisasi, dan motivasi terhadap kinerja guru Taman Kanak - kanak di Kecamatan Periuk. Penelitian berjenis kuantitatif melalui pendekatan survei, berupa data primer diperoleh dari kuesioner berbasis skala likert. Populasi melibatkan seluruh guru TK sebanyak 110 orang menggunakan sampling jenuh. Analisis data dengan perangkat lunak SPSS versi 26.Hasil menunjukkan pengembangan sumber daya manusia berpengaruh positif dan signifikan terhadap kinerja guru dengan nilai Thitung 3,215 > nilai Ttabel 1,981 dan nilai signifikan 0,002 < 0,05, Budaya organisasi berpengaruh positif dan signifikan terhadap kinerja guru dengan nilai Thitung 3,462 > nilai Ttabel 1,981 dan nilai signifikan 0,001 < 0,05. motivasi juga berpengaruh positif dan signifikan terhadap kinerja guru dengan nilai Thitung 2,960 > nilai Ttabel 1,981 dan nilai signifikan 0,004 < 0,05, serta variabel pengembangan sumber daya manusia, budaya organisasi, dan motivasi secara simultan berpengaruh positif dan signifikan terhadap kinerja guru. hal ini ditunjukkan Fhitung > Ftable yaitu 59,475 > 2,69 dan nilai signifikan 0,000 < 0,05.

Analysis of Product Diversity, Perceived Value, and Product Quality on Skintific Purchasing Decisions; Influencer Endorsement as a Moderating Variable Selfiana, Ifa Sefti; Sukaesih, Imas; Utami, Wanda Yulia
Global Education Journal Vol. 3 No. 1 (2025): Global Education Journal (GEJ)
Publisher : Civiliza Publishing, Indonesia.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59525/gej.v3i1.892

The development of the cosmetics industry in Indonesia, particularly in the skincare sector, has experienced significant growth. The purpose of this study was to examine how product diversity, perceived value, and product quality influence perceived value for Skintific in Tangerang, with influencer endorsement as a moderating variable. This study used a quantitative approach with a causal associative method. Data were collected through questionnaires from 180 Skinacre Skintific users and analyzed using SmartPLS 3 software to test the relationship between variables and their moderating effects. The results showed that all four variables had a positive and significant effect on purchase decisions. Influencer endorsement significantly moderated the relationship between the three variables and purchase decisions. This study addresses a gap in the literature by integrating four key variables that are typically studied separately and positioning influencer endorsement as a moderating variable in a model that has not been widely integrated.

Pengaruh Orientasi Pasar, Inovasi, Keunggulan Bersaing terhadap Kepuasan Pelanggan UMKM Kuliner Tangerang dengan Mediasi Teknologi Kunti Hayu Kartiko; Imas Sukaesih; Bagus Manunggal
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v4i4.6231

This study aims to evaluate the impact of market orientation, innovation, and competitive advantage on customer satisfaction of culinary MSMEs in Tangerang City, where technology acts as a mediating variable. The background of this study comes from the increasingly fierce competition faced by MSMEs in the digital era and the urgency of an adaptive marketing strategy that relies on technology to maintain customer satisfaction. The methodology used is a quantitative approach with SEM analysis techniques through Smartpls software. A total of 190 respondents who are satisfied customers of culinary MSMEs in Tangerang City became the sample of this study. The findings of this study indicate that market orientation, innovation, and competitive advantage have a significant influence on technology adoption, and affect both directly and indirectly on customer satisfaction with the mediating role of technology. These results confirm that technology adoption is a vital element in improving service quality and customer satisfaction. This research also offers practical insights for businesses to maximize technology-based strategies.

Pengaruh Kualitas Produk, Electronic Word of Mouth dan Media Sosial terhadap Kepuasan Konsumen Kemeja Muslim Pria Merek Bababita Bandung Alvino Daffa Aryaputra; Imas Sukaesih; Tita Safitriawati
SOSMANIORA: Jurnal Ilmu Sosial dan Humaniora Vol. 4 No. 4 (2025): Desember 2025
Publisher : Yayasan Literasi Sains Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55123/sosmaniora.v4i4.6235

This study aims to evaluate the extent to which product quality, electronic word of mouth (e-WOM), and social media usage influence customer satisfaction of Bababita brand Muslim men's shirts in Bandung. Problems faced by Bababita include suboptimal social media management and minimal e-WOM activity, which has the potential to reduce customer engagement and satisfaction. The approach used is quantitative with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. The research sample consisted of 95 respondents who are Bababita consumers, with data collected through a Likert scale questionnaire and analyzed using SmartPLS 4.0 software. The analysis results show that product quality (path coefficient = 0.45), e-WOM (0.30), and social media (0.20) have a positive and significant effect on customer satisfaction. Simultaneously, these three variables explain 68% of the variation in customer satisfaction (R² = 0.68). This study recommends improving product quality, strengthening e-WOM strategies, and optimizing the use of social media to strengthen customer satisfaction and loyalty in the competitive modest fashion industry in Bandung.

Analysis of Lecturer Performance Effectiveness: The Role of Personal Branding, Social Media and Digital Products with Digital Economy Moderation in Private Universities in Tangerang Sukaesih, Imas; Bastian, Asep Ferry; Mahmudin, Mahmudin; Saidiah, Saidiah; Rifa’i, Ahmad Zaenur
SENTRALISASI Vol. 15 No. 2 (2026): May
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v15i2.5362

This study aims to analyze lecturer performance effectiveness by examining the roles of personal branding, social media, and digital products, moderated by the digital economy. Specifically, it examines the direct effects of these variables and how the digital economy moderates their relationship with performance. A quantitative approach using a cross-sectional survey was applied. Data from 105 lecturers at private universities in Tangerang were analyzed with SEM-PLS. Findings reveal that personal branding and social media have a significant positive effect on performance. In contrast, digital products show a significant negative effect, potentially due to adaptation burdens and uneven digital literacy. The digital economy moderates these relationships selectively: it strengthens the effect of social media, weakens the effect of personal branding, and does not moderate the link between digital products and performance. These findings imply that universities should design structured digital literacy policies, strengthen academic branding programs, and establish supportive technology governance. Theoretically, this study contributes by integrating the digital economy as a selective moderator into the performance model and providing contextual evidence on digital adaptation in Indonesian higher education.

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