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All Journal Jurnal Ilmiah Mahasiswa FEB JAM : Jurnal Aplikasi Manajemen Journal of Business and Behavioural Entrepreneurship JRMSI - Jurnal Riset Manajemen Sains Indonesia Management and Economics Journal (MEC-J) JURNAL PENDIDIKAN TAMBUSAI International Journal of Economy, Education and Entrepreneurship (IJE3) Indonesian Journal of Economy, Business, Entrepreneuship and Finance (IJEBEF) International Journal of Multidisciplinary Research and Literature (IJOMRAL) BULETIN BISNIS & MANAJEMEN (BBM) Journal of Economics and Social Sciences Journal of Social Knowledge Education (JSKE) Jurnal Cendekia Ilmiah Ulil Albab
Berutu, Meta Bara
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Religion Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Physics Social Sciences Other

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THE ROLE OF PERCEIVED ENJOYMENT IN MEDIATING THE INFLUENCE OF INTERACTIVITY, ATTRACTIVENESS, AND SOCIAL PRESENCE ON IMPULSIVE BUYING IN TIKTOK LIVE STREAMING (CASE STUDY ON BATIK NAWILIS) Rosada, Maisya; Widyastuti, Umi; Berutu, Meta Bara
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i1.398

Abstract

Driven by the rapid growth of live streaming commerce in Indonesia, this study investigates the psychological mechanisms underlying impulsive buying behavior within the TikTok Live ecosystem. Specifically, this research examines the effects of interactivity, attractiveness, and social presence on impulsive buying, with perceived enjoyment serving as a mediating variable, using batik Nawilis live streaming as the empirical context. This study adopts a quantitative approach using a survey method. Data were collected from 200 respondents in Indonesia who met the criteria of being aged 18–28 years, actively using TikTok live streaming, having watched or interacted with batik Nawilis live streams, and having purchased batik Nawilis products through TikTok live streaming. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The findings reveal that interactivity, attractiveness, and social presence have positive and significant effects on perceived enjoyment. Furthermore, perceived enjoyment positively and significantly influences impulsive buying. Additionally, interactivity, attractiveness, and social presence indirectly affect impulsive buying through perceived enjoyment as a mediating variable.
ANALYSIS OF CONTENT MARKETING, EWOM, AND BRAND IMAGE IN DRIVING CUSTOMER TRUST AND PURCHASE DECISION IN DIGITAL HEALTH CONSULTATION SERVICE Novitasari, Syadela; Suhud, Usep; Berutu, Meta Bara
International Journal of Multidisciplinary Research and Literature Vol. 5 No. 1 (2026): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ijomral.v5i1.400

Abstract

This study aims to analyze the influence of Content Marketing, Electronic Word of Mouth (EWOM), and Brand Image on Customer Trust and Purchase Decision among consumers of Halodoc digital health consultation services. The research method employed was quantitative causal research. The research sample was obtained using a non-probability purposive sampling technique, consisting of 253 respondents domiciled in DKI Jakarta. Data were collected through a digital questionnaire and were processed using SPSS and AMOS software. The analytical technique used was Structural Equation Modelling (SEM). The results indicated that content marketing, EWOM, and brand image had a positive and significant effect on customer trust. Furthermore, content marketing, EWOM, and brand Image also has a positive and significant effect on purchase decision. The findings also showed that customer trust has a positive and significant effect on Purchase Decision. This study provides theoretical implications that support previous digital marketing research within the context of digital health services. The practical implication for digital health consultation service providers is the need to strengthen the foundation of consumer trust by delivering more transparent information regarding service quality, the credibility of medical professionals, and authentic user-generated testimonials.
Co-Authors Ahmad, Siti Noor Bayaah Amalya, Riza Ananda Sabil Hussein Andria, Heny Apriana, Anjas Bogy Febriatmoko Cindy, Vera Deyana Cindy, Vira Deyana Evitasari, Kirayna Fatchur Rohman Firdausa, Faza Ruziqyani Fransiska, Hellend Hardini, Inkreswari Retno Haura, Faras Turfah Ika Febrilia Kerans, Febrianus David Dagang Krissanya, Nofriska Mohammad Rizan, Mohammad Nabila, Rifqah Novitasari, Syadela P, Agung Kresnamurti Rivai Prakoso, Brinda Angelica Raihanisa, Balqis Rehatta, Stanny Dewanty Rosada, Maisya Sari, Dewi Agustin Pratama Shalma, Alissa Sitorus, Mido Ester Sri Indah Nikensari Umi Widyastuti Usep Suhud Warda, Hana Ainunnissa Widya Parimita, Widya Zakiya, Hani Fildzah