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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Manajemen Bisnis Jurnal Akuntansi dan Pajak Jurnal Ilmiah Ekonomi Islam Syntax Literate: Jurnal Ilmiah Indonesia Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business J-MAS (Jurnal Manajemen dan Sains) Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship Competitive Jurnal Akuntansi dan Keuangan International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Pengabdian Masyarakat Bumi Raflesia JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE) Mattawang: Jurnal Pengabdian Masyarakat International Journal of Social and Management Studies (IJOSMAS) Jurnal Manajemen Bisnis dan Keuangan JUKESHUM: Jurnal Pengabdian Masyarakat Jurnal Ekonomi dan Bisnis Digital (MINISTAL) Asian Journal of Management Analytics International Journal of Business and Applied Economics (IJBAE) Eduvest - Journal of Universal Studies Paradoks : Jurnal Ilmu Ekonomi e-Jurnal Apresiasi Ekonomi JURNAL MANAJEMEN DAN BISNIS INDONESIA
Haryanto, Totok
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Religion Aerospace Engineering Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Nursing Public Health Social Sciences Other

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Journal : JOURNAL OF BUSINESS AND ECONOMICS RESEARCH (JBE)

 1 
Influence of Content Marketing, Live Streaming, Reviews, and Beauty Vloggers on Scarlett Whitening Purchases Rolani, Mita; Haryanto, Totok; Purwidianti, Wida; Miftahudin, Muchamad Agung
Journal of Business and Economics Research (JBE) Vol 7 No 1 (2026): February 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i1.9012

Abstract

This study aims to determine the effect of content marketing, live streaming, customer reviews, and beauty vloggers on the decision to purchase Scarlett Whitening on TikTok Shop. The population in this study were active students from all faculties at Muhammadiyah University Purwokerto who had used Scarlett Whitening. The sampling technique used was purposive sampling, resulting in a total of 144 respondents in this study . The research analysis test used Structural Equation Modeling (SEM) as the data analysis technique, utilizing SmartPLS software version 3.0. The results of the study indicate that content marketing, beauty vloggers, and online customer reviews have a positive and significant influence on purchasing decisions, demonstrating the importance of informative, persuasive, and credible digital content in shaping consumer behavior on TikTok Shop. Conversely, live streaming does not show a significant effect on purchasing decisions, suggesting that its effectiveness may depend on execution quality or audience engagement levels. These findings imply that Scarlett Whitening should prioritize strengthening content marketing strategies, collaborating with credible beauty vloggers, and encouraging positive customer reviews to enhance consumer trust and purchase intentions, while reevaluating and optimizing live streaming approaches to improve their impact on purchasing decisions.
The Influence of Product Quality, Brand Image, and Word-of-Mouth Recommendations on Purchasing Decisions Solatika, Putu Ines; Fauziridwan, Meydy; Hidayah, Arini; Haryanto, Totok
Journal of Business and Economics Research (JBE) Vol 7 No 1 (2026): February 2026
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jbe.v7i1.9127

Abstract

This study aims to analyze the influence of product quality, brand image, and word-of-mouth recommendations on the decision to purchase Wardah cosmetics in Purwokerto. This study involved 120 students from Muhammadiyah University Purwokerto, Jenderal Soedirman University, and UIN Saizu Purwokerto who had used Wardah cosmetics, using a purposive sampling method. Data analysis was performed using Structural Equation Modeling (SEM) with the help of SmartPLS version 3.0 through external and internal model evaluation. The validity (AVE > 0.5) and reliability (Composite Reliability > 0.7) test results showed that all instruments were valid and reliable. The research results were tested based on the path coefficient value and P value (< 0.05). The results show that product quality, brand image, and word of mouth recommendations have a positive and significant effect on the decision to purchase Wardah cosmetics in Purwokerto. The contribution of this study lies in the integration of the word of mouth variable into the cosmetic purchase decision model, thereby providing a more comprehensive understanding of the role of consumer-to-consumer communication in influencing purchase decisions, particularly for local cosmetic products among students.
Co-Authors Abdul Haris Mulyadi Agung Miftahuddin, Muchammad Akhmad Darmawan Akhmad Fauzan Alamsyah, Akbar Alfandi, Asha Alwani Hamad Anastasia, Nita Anis Shofiyani Arini Hidayah, Arini Ariyanti, Ayu Rizki Arya Chandra, Latief Aziz, Geovanni Al Azizah, Lisda Fathul Bagis, Fatmah Citadiantoro, Khafifatuzzahra Erny Rachmawati Fauziridwan, Meydy Firliansa, Alek Hadi Pramono Handayani, Erna Hasanah, Yeti Rusmiati Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Hidayat Baihaqi, Daisak Ikhsani, Mastur Mujib Islami, Adelia Wahyu Khaerunisabillah, Sevani Kharismasyah, Alfato Yusnar Lahan Adi Purwanto Magribi, Imam Maulana Maulida Nurul Innayah Miftahudin, Muchamad Agung Mugi Harsono Muhamad Satria Mediansyah Muji R., Tri Septin Mulyadi P, Agus Naelati Tubastuvi Nur Maknunah, Syarifahtun Nurhanifah, Salma Pariyanti, Gangsar Pramesti, Shasa Pratama, Bintang Rizki Purnadi, Purnadi Putra, Nafis Mahesa Putri, Dea Yosiana Rahmawati, Ika Yustina Rakhmawati, Fitri Retnaningrum, Maharani Retno Widowati Rif'aa, Naela Aziizahtur Rizqullah, Naufal Arkan Rizqullah, Naufal Khosyi Rolani, Mita Rosita, Ai sandra dewi Satria, Muhamad Teguh Wafa Solatika, Putu Ines Suprihatin Sururiyah, Mar’atun Suyoto Suyoto Tri Septin Muji Rahayu, Tri Septin Wida Purwidianti Widyaningtyas, Dian Widzayanto, Luthfi Arie Wiranti, Elza Devi Zain Zakaria, Yoga