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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Manajemen Bisnis Jurnal Ekonomi Modernisasi JAM : Jurnal Aplikasi Manajemen Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Bisnis, Manajemen, dan Informatika Primanomics : Jurnal Ekonomi & Bisnis JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Jurnal Abadimas Adi Buana Almana : Jurnal Manajemen dan Bisnis International Journal of Economics, Business and Accounting Research (IJEBAR) Review of Management and Entrepreneurship Jurnal Performa: Jurnal Manajemen dan Start-up Bisnis Jurnal Kajian Manajemen dan Wirausaha Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Parsimonia: Jurnal Akuntansi, Manajemen dan Bisnis Jurnal Kreativitas dan Inovasi (Jurnal Kreanova) Journal of Accounting and Finance Management (JAFM) Jurnal Pengabdian Masyarakat Bhinneka Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Journal Community Service Consortium Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Jurnal Ekonomi, Bisnis & Entrepreneurship (e-Journal)
Auditia Setiobudi
Universitas Ciputra Surabaya
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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MEDIATION OF BRAND AWARENESS IN THE RELATIONSHIP BETWEEN SOCIAL MEDIA MARKETING AND (E-WOM) KOREAN COSMETICS Tiffany michelle Jatmiko; Auditia Setiobudi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No specialissue (2026): Vol. 10, Special Issue, 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10ispecialissue.19317

Abstract

This study aims to analyze the effect of Social Media Marketing on Brand Awareness and Electronic Word-of-Mouth (eWOM) in Korean cosmetic products, as well as to examine the mediating role of Brand Awareness in this relationship. The study employs a quantitative approach with 130 respondents selected through purposive sampling. Data analysis was conducted using SEM-PLS with SmartPLS software. The results of the reliability and validity tests indicate that the research instruments meet the required criteria, with Cronbach’s Alpha values exceeding 0.70 and Average Variance Extracted (AVE) values above 0.50, indicating that the data are reliable and valid. Furthermore, the path coefficient analysis reveals that Social Media Marketing has a positive and significant effect on Brand Awareness (0.690; t = 7.859; p = 0.000) and eWOM (0.484; t = 3.749; p = 0.000), while Brand Awareness also has a positive and significant effect on eWOM (0.427; t = 3.498; p = 0.000). In addition, Brand Awareness is proven to significantly mediate the relationship between Social Media Marketing and eWOM (0.295; t = 3.109; p = 0.002). These findings indicate that effective social media strategies can enhance brand awareness, which in turn encourages consumers’ online promotional behavior. Keywords: Social Media Marketing, Brand Awareness, Electronic Word-of-Mouth
The Mediating Role of Attitude: How Paid Communication and Source Credibility Influence the Intention to Recommend Digital Influencers Yessa Jovita Sugiharto; Auditia Setiobudi
Almana : Jurnal Manajemen dan Bisnis Vol. 10 No. 1 (2026): April
Publisher : Bandung: Prodi Manajemen FE Universitas Langlangbuana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36555/almana.v10i1.2986

Abstract

The digital transformation in Indonesia has institutionalized influencer marketing as a core strategic tool, driven by the rapid growth of social media and increasing consumer reliance on influencer recommendations. Grounded in the Stimulus–Organism–Response (SOR) framework, this study examines the impact of paid communication (ad recognition), influencer credibility, and consumer attitudes on recommendation intentions within the digital landscape of Surabaya. This research aims at a deeper understanding of how sponsored content affects consumer behavior. Utilizing a quantitative approach, data from 160 purposively sampled followers of influencer Rachel Vennya were analyzed via Partial Least Squares–Structural Equation Modeling (PLS-SEM) 3.0. The empirical results demonstrate that influencer credibility is the most potent predictor of recommendation intention and a primary driver of positive consumer attitudes. Crucially, while ad recognition does not directly alter attitudes, it exerts a significant indirect influence on recommendation behavior through the mediating mechanism of perceived credibility. The study’s originality lies in establishing ad recognition as a critical antecedent that triggers behavioral responses through an integrated credibility-attitude pathway, offering strategic insights for managing influencer-brand partnerships in emerging digital markets. These findings suggest that brands should prioritize influencer authenticity and credibility over mere exposure in paid collaborations.
Co-Authors Anak Agung Ngurah Tri Satyabimanyu Anastasia Filiana Ismawati Arya Asraf Danarkusuma Aryasatya, Laudza Budiono, Kevin Ivander Calvin Cliff Surjadi Christian Herdinata Christian, Michael Christian, Timotius Christina Sudyasjayanti Christina Whidya Utami Clarissa Sabella Dandy Suryapraja Darsana, Ni Putu Andini Kusuma Putri Deandra Vidyanata Dewi Mustikasari Immanuel Dyah Ayu Anggraeni Eric Agung Wijoyo Febry, Timotius Gabriela Ditta Aurelya Rafa Gadi, Aiman Fauzi Galang Saputro Wahyu Nugroho Gladys Greselda Gosal Gunawan, Evelin Melianawati Kezia Novtavia Sugiharto Krisandy, Rhema Angela Liliana Dewi Lisa Lisa Mohammad Fakhruddin Mudzakkir Namira, Velanska Dixie Natasha Debora Ni Made Cantika Putri Aristya Sandy Ni Made Cantika Putri Aristya Sandy Ridho Fikri Suparnoto Rismawati, Rismawati Sitepu Rizky Riyanto Salim, Yuval Eleazar Sa’adah, Naylatus Setiawan, Angie Ivana Singgih, Kevin Julianto Soetandio, Linda Laurensia Soetedja, Venny Sonata Christian Stevanus Christian Anggrianto Steven Gosal Sugiharto, Kezia Novtavia Susilo, Giolandro Eric Sutanto, Yessy Fortunania Teofilus Teofilus Tiffany michelle Jatmiko Tommy C. Efrata Trianggoro Wiradinata Vernandacello, Elfrado Dee Viona Joycelyn Wahyudi Henky Soeparto Wendra Hartono Wijaya, Antoni Yohan Yanita Setyawati, Christina Yessa Jovita Sugiharto Yessy Fortunania Sutanto Yopy Junianto