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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen Journal of Economics, Management, Business And Accounting (JEMBA)
Zulfikar, Rizki
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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PENGARUH KAPABILITAS JEJARING USAHA DAN MEDIA SOSIAL TERHADAP KINERJA USAHA Zulfikar, Rizki; Novianti, Lastri
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 8 No. 2: Oktober 2018
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (497.251 KB) | DOI: 10.34010/jurisma.v8i2.1004

Abstract

Bandung is a city with a sizable industrial fabric. One of fabrics industry that is Cigondewah Sentra fabrics Bandung, after decades of operation and get the title as the longest fabric sales market in Bandung. The number of entrepreneurs engaged in textile creating a very tight competition among businesses, therefore the necessary attention to the capabilities of Business Networking and Social Media that can improve business performance. This study aims to examine the effects of business networking capabilities and social media have on business performance. “The method used in this research is descriptive analysis and verification.” In purposive sampling. While collecting the data, the technique used is through interviews and questionnaires. The analysis used in this research is multiple regression analysis. These results indicate the ability of business networking and social media influence on business performance. Variable social media into variables that have the greatest influence than the variable effort capabilities, namely the social media variables that are in both categories while variable business networking capabilities in a category quite well. Keyword: Business Network Capabilities, Social Media, Business Performance
Pengaruh Duta Merek Tiara Andini terhadap Pembelian Impulsif melalui Kepercayaan Merek pada Produk Garnier Zulfikar, Rizki; Sahrul Aditya Rahman
JEMBA Vol 5 No 2 (2025): Journal of Economics, Management, Business and Accounting
Publisher : Fakultas Ekonomi dan Bisnis Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jemba.v5i2.18226

Abstract

This research investigates how brand ambassadors influence impulse buying behavior by way of brand trust among Garnier consumers on TikTok Shop. As a rapidly expanding social commerce platform, TikTok Shop has distinctive features—such as real-time engagement and algorithm-driven content personalization—that encourage spontaneous purchasing decisions. The study employs a quantitative approach using a descriptive-verificative research design. Primary data were gathered from 100 respondents who had previously purchased Garnier products via TikTok Shop, while secondary data were sourced from relevant academic publications. Data analysis was conducted using SEM-PLS to examine both direct and mediating effects among the research variables. The findings reveal that brand ambassadors have a significant effect on brand trust but do not exert a direct influence on impulse buying. Conversely, brand trust significantly affects impulse buying behavior and serves as a mediating variable in the relationship between brand ambassadors and impulsive purchasing. The originality of this study is reflected in its emphasis on the TikTok Shop environment and the involvement of digital-native brand ambassadors in shaping consumers’ impulsive buying tendencies
Co-Authors Julian Chandra Wibawa, Julian Chandra Novianti, Lastri Sahrul Aditya Rahman