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All Journal Nominal: Barometer Riset Akuntansi dan Manajemen Journal The Winners Jurnal Ilmiah Manajemen dan Bisnis (JIMB) MIX : Jurnal Ilmiah Manajemen International Humanities and Applied Science Journal Scientific Journal of Reflection : Economic, Accounting, Management and Business Aptisi Transactions on Technopreneurship (ATT) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Manajemen Creative Research Management Journal Bima Journal : Business, Management and Accounting Journal International Journal of Science and Society (IJSOC) East Asian Journal of Multidisciplinary Research (EAJMR) Indonesian Journal of Business Analytics (IJBA) Jurnal Locus Penelitian dan Pengabdian Jurnal Ekonomika: Manajemen, Akuntansi & Perbankan Syari'ah Formosa Journal of Science and Technology (FJST) Enrichment: Journal of Multidisciplinary Research and Development Applied Business and Administration Journal (ABAJ) IIJSE International Journal of Law, Policy and Governance Maneggio International Journal of Applied Management and Business
Rina Astini
Universitas Mercu Buana
Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Social Sciences Other

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Journal : Creative Research Management Journal

 1 
PENGARUH E-WOM, PROMOSI, DAN BRAND LOVE  TERHADAP KEPUTUSAN PEMBELIAN SKINCARE THE ORIGINOTE Fauziah Aryanti, Mega; Astini, Rina
Creative Research Management Journal Vol 8 No 1 (2025): September
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/dfj09a81

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), promotion, and brand love on the purchase decision of The Originote skincare products. The research employed a quantitative method using a survey of 105 respondents who had previously used the products. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SmartPLS. The results indicate that E-WOM and brand love have a positive and significant effect on purchase decisions, while promotion has a positive but not significant effect. The adjusted R² value of 66.1% suggests that the independent variables substantially explain the dependent variable. This study is limited to users of The Originote products, so the findings may not be generalized to other brands or product categories. The contribution of this research lies in enriching the literature on digital marketing and brand loyalty, as well as providing practical implications for skincare industry players in designing more effective brand communication strategies.
PENGARUH PROMOSI, LIVE STREAMING DAN CELEBRITY ENDOSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC Zulfa, Derina; Astini, Rina
Creative Research Management Journal Vol 8 No 1 (2025): September
Publisher : Universitas Prof. Dr. Hazairin SH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32663/6e58j620

Abstract

The skincare industry in Indonesia has grown rapidly along with the increasing use of social media and e-commerce as marketing channels. Skintific, a skincare brand active in Indonesian e-commerce, is one example of a company that leverages digital marketing strategies. This study aims to analyze the influence of promotion, Live streaming, and Celebrity Endorsers on purchasing decisions for Skintific products. This research employed a quantitative approach using a survey of 102 consumers in West Jakarta. Data were analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results show that promotion has a positive and significant effect on purchasing decisions, Live streaming has a positive and significant effect, and Celebrity Endorsers have the strongest influence. The implication of this study is that skincare companies should optimize the combination of promotion, interactive Live streaming, and collaboration with credible Celebrity Endorsers to enhance consumer purchasing decisions.
Co-Authors Abd. Rasyid Syamsuri Ami Pujiwati Anees Janee Ali Arief Bowo Prayoga Kasmo Barimbing, Vanesha Emanuela Bless, Genos Imanuel Christian , Ferdinandus Christina Catur Widayati Cut Edwina Safia Oebit Daru Asih Didik J Rachbini Ditra Krahara, Yuwan Djamaly, Muhammad Fadheel Djumarno Djumarno Djumarno, Djumarno Erlita Prasetyaningsih Fauziah Aryanti, Mega Ferdinandus Christian, Ferdinandus Granita, Widya Hidayat, Galih Daniar Imam, Sabferrial Fernando Indah Sulistiyowati Isma Khairani Sinaga Khosyiati, Nur Evirda Kumendongl, Frengki lestari, selfiana Ma'ruf, Khakam Muhammad Fadheel Djamaly Novita Sari Nur Azizah Nushair, Muhammad Rois Rachbini, Didik J. Rizcky Adhiprasetyo Rizcky Adhiprasetyo, Rizcky Rusmala, Amna Sadewa, Gilang Sendjaja, Theodorus Setiawan, Rizal Justian Siti Sarah Nur Aisyah Sofie, Viola Indriana Sri Hartono Surip, Ngadino Tafiprios Tafiprios Untailawal, Herlyn Yanto Ramli Yuli Harwani, Yuli Yuyus Yustian K Zulfa, Derina