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All Journal PENDIPA Journal of Science Education TIN: TERAPAN INFORMATIKA NUSANTARA
Wirabrata, I Gede Made
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Pengaruh Edukasi Bahan dan Urgensi Penekanan Waktu terhadap Keputusan Pembelian Skincare "Sofia Skin Solution" pada Live Commerce dimediasi Perceived Value Shofiyah; Prasetiyo, Andri; Ahmar, Nurmala; Wirabrata, I Gede Made
PendIPA Journal of Science Education Vol 9 No 3 (2025): October
Publisher : UNIB Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33369/pendipa.9.3.826-835

Abstract

Live streaming is changing the digital marketing landscape, especially in the skincare industry. This research aims to examine the influence of ingredients education and time pressure on consumer purchasing decisions on “Sofia Skin Solution” products, with perceived value as a mediating variable. The research was conducted with a quantitative approach through a survey of 200 respondents active in the live streaming session. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). Results showed that ingredient education positively influenced perceived value (T-value = 6.104; p = 0.000), as did time pressure (T-value = 6.339; p = 0.000), with time pressure showing a slightly more dominant influence. Perceived value alone exerted the strongest influence on purchasing decisions (T-value = 5.512; p = 0.000), and was shown to fully mediate the relationship between ingredient education and purchasing decisions, as well as partially mediating the influence of time pressure on purchasing decisions. The direct effect of content education on purchasing decisions is not statistically significant, but is at the threshold, which crucially indicates the role of other factors such as brand image and host credibility. Findings confirm the importance of live streaming scripts that balance concise product information with short promotions to build trust and enthusiasm. Managerial implications suggest companies design short ingredient demonstrations followed by short offers to maximize conversions on live commerce platforms.
Analisis Perilaku Konsumen terhadap Keputusan Pembelian dan Loyalitas Pelanggan Suplemen di Apotek Umar, Sofia Anisa; Wirabrata, I Gede Made; Amyulianthy, Rafrini
TIN: Terapan Informatika Nusantara Vol 6 No 10 (2026): March 2026
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/tin.v6i10.9520

Abstract

The increasing public awareness of maintaining body immunity after the COVID-19 pandemic has driven the growth of dietary supplement consumption as a preventive health measure. However, fluctuating supplement sales indicate the presence of factors influencing consumer behavior in purchasing decisions and customer loyalty. This study aims to analyze the effects of knowledge, attitude, and behavior on purchasing decisions and customer loyalty toward supplements. The research employed a quantitative method with a descriptive approach, involving 150 respondents who had purchased supplements, using a questionnaire with a 1–5 interval scale. Data were analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS software. The results show that knowledge (0.411; 0.297), attitude (0.290; 0.220), and behavior (0.275; 0.233) have positive and significant effects on purchasing decisions and customer loyalty. Purchasing decisions also have a significant positive effect on customer loyalty with a path coefficient of 0.314. Additionally, knowledge (0.129), attitude (0.091), and behavior (0.087) indirectly influence customer loyalty through purchasing decisions. These findings indicate that better consumer understanding and positive attitudes contribute to repeat purchases and stronger customer loyalty. Therefore, improving product education, ensuring product availability, and enhancing service quality with a customer-oriented approach are essential strategies to strengthen customer loyalty.
Co-Authors Andri Prasetiyo Nurmala Ahmar Rafrini Amyulianthy Shofiyah Umar, Sofia Anisa