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All Journal Kompak : Jurnal Ilmiah Komputerisasi Akuntansi Journal of Economic, Bussines and Accounting (COSTING) Majalah Ilmiah Bijak EVOLUSI : Jurnal Sains dan Manajemen JURNAL LENTERA BISNIS JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Pengabdian kepada Masyarakat Nusantara Jurnal Teknologi Informasi dan Komunikasi ADMA: Jurnal Pengabdian dan Pemberdayaan Masyarakat Dinamika Jurnal Teknik Informatika dan Teknologi Informasi JURNAL AKUNTANSI DAN BISNIS Community: Jurnal Pengabdian Pada Masyarakat Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Jurnal Pengabdian Kepada Masyarakat Indonesia
Tantik Sumarlin .
Universitas Sains Dan Teknologi Komputer
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Languange, Linguistic, Communication & Media Mathematics Mechanical Engineering Nursing Public Health Social Sciences Other

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Journal : JURNAL LENTERA BISNIS

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TRANSFORMASI DIGITAL MARKETING DAN BRAND IMAGE DALAM MENINGKATKAN PURCHASE INTENTION: STUDI EMPIRIS PADA KONSUMEN PRODUK KOSMETIK WILAYAH URBAN Burhanudin; Zusrony, Edwin; Sumarlin, Tantik
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2197

Abstract

This study aims to analyze the role of digital marketing and brand image on consumer purchasing interest in cosmetic products in urban areas in Semarang, Central Java. This study uses a quantitative approach involving 60 respondents aged 18-50 years old and selected through a purposive sampling technique. The data analysis technique uses multiple linear regression and is processed using SmartPLS version 4.1.1.2. The research findings prove that digital marketing and brand image have a positive and significant impact partially on consumer purchasing interest in cosmetic products in Semarang. Digital marketing and brand image have a simultaneous impact on consumer purchasing interest in cosmetic products in Semarang. This finding emphasizes the importance of digital marketing and brand image in increasing consumer purchasing interest in cosmetic products in Semarang.
STRATEGI TERPADU: PERAN DIGITAL MARKETING DAN INFLUENCER MARKETING DALAM MENINGKATKAN PURCHASE INTENTION PADA INDUSTRI E-COMMERCE MELALUI ONLINE CUSTOMER REVIEWS Saputri, Faola Dwi; Zusrony, Edwin; Sumarlin, Tantik
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2198

Abstract

This study aims to analyze the influence of digital marketing and influencer marketing on consumer purchasing interest with online customer reviews as a mediating variable on e-commerce products. This study uses a quantitative approach with a survey method and involves 80 respondents from the Gen Z group living in Central Java Province aged 20-28 years and selected using a purposive sampling technique. The data analysis technique uses SEM-PLS and is processed using SmartPLS version 4.1.1.4. The results of the study prove that digital marketing and influencer marketing have a positive and significant impact on consumer purchasing interest in e-commerce products. Online customer reviews have a positive impact on purchasing interest and mediate the influence of digital marketing and influencer marketing on purchasing interest in e-commerce products. This finding confirms the importance of digital marketing and influencer marketing in increasing consumer purchasing interest in e-commerce products in the Central Java area.
Co-Authors Adriana, Myra Agustinus Budi Santoso Ahmad Ashifuddin Aqham Ahmad Zainudin Andriana , Myra Andriana, Myra Ari Susanti Arie Atwa Magriyanti Ayyub Hamdanu Budi Nurmana Badruzzaman, Muhammad Bambang Widjanarko Susilo Burhanudin Dewi Widyaningsih Dini Faradina Dwi Astutik Dwi Setiawan Dwi Setiawan Echan Adam Edwin Zusrony Edy Jogatama Purhita Febryantahanuji Febryantahanuji Fia Rafiana Gibson Manalu Haryo Kusumo Heni Susilowati Indra Ava Dianta Isnaini Khusnul Khotimah Kasih Purwantini Kusumaningtyas, Dhevi Dadi Kusumo, Haryo Lastri Novita Aplugi Magriyanti, Arie Atwa Munadiroh Munadiroh Munadiroh, Munadiroh Myra Andriana Myra Andriana Myra Andriana Ningrum, Noni Amalia Nining Fitriani Nining Fitriani NUR ROKHMAN Pemilia Sulistyowati Puteri Anindya Maulan Ratnaningrum Reni Veliyanti Reni Veliyanti Roymon Panjaitan Saputri, Faola Dwi Selvy, Mutiara Sindhu Rakasiswi Sindhu Rakasiwi Sukemi Kamto Sudibyo Suprapti Titin Hargyatni Tobing, Wesly Tumbur ML Violitta Demo Ham Crisdayanti Yuli Fitrianto Zahra Dinul Khaq