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All Journal Jurnal Akuntansi dan Pajak Stability: Journal of Management and Business Inovasi: Jurnal Ilmiah Ilmu Manajemen JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Ilomata International Journal of Management Diseminasi : Jurnal Pengabdian kepada Masyarakat Budimas : Jurnal Pengabdian Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat Ilomata International Journal of Management Journal of Humanities, Social Science, Public Administration and Management (HUSOCPUMENT) AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Economic Reviews Journal Journal of Artificial Intelligence and Digital Business Jurnal Inovasi Pengabdian dan Pemberdayaan Masyarakat IIJSE Journal of Innovative and Creativity E-Amal: Jurnal Pengabdian Kepada Masyarakat As-Syirkah: Islamic Economic & Financial Journal
Pika, Putu Ayu Titha Paramita
Universitas Pendidikan Nasional
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Influencer, Viral Marketing, FOMO Regarding Purchase of Emina Skincare at Rumah Kosmetik Carissa Lempuyang Pika, Putu Ayu Titha Paramita; Putri, Rizkana Nazlia; Sari, Desak Made Febri Purnama
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9438

Abstract

This study aims to determine the effect of Influencer Marketing, Viral Marketing, FOMO on the purchase of Emina skincare at Rumah Kosmetik Carissa Lempuyang. The sample in this study was taken using a non-probability sampling method with a purposive sampling technique with a total of 140 respondents. Data collection was carried out by distributing questionnaires with 28 statement items. Data analysis techniques were carried out using Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression Analysis, Determination Coefficient Test, t-test, and F-test. Based on the results of the study, it was found that influencer marketing had a positive and significant effect on purchasing decisions, viral marketing had a positive and significant effect on purchasing decisions, FOMO had a positive and significant effect on purchasing decisions, and influencer marketing, viral marketing, FOMO had a joint effect on purchasing decisions. The independent variable was able to explain 62.2% of the variation in purchasing decisions. Suggestions that can be given by researchers are for Emina to pay more attention to its skincare promotions so that consumer attention is not focused on its cosmetic products alone, it is hoped that Rumah Kosmetik Carissa Lempuyang will continue to promote Emina skincare in order to increase Emina skincare sales. It is hoped that this research will provide benefits for future researchers and can be used as a reference for other researchers in the future.
The Correlation of Social Media, Influencers, and Brand Awareness of Y.O.U Products on Purchase Intention at Murni Stores Pika, Putu Ayu Titha Paramita; Suari, Ni Made Mirah; Korry, Putu Dyah Permatha
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.9469

Abstract

The purpose of this study is to examine the influence of social media marketing, influencer marketing, and brand awareness on consumers’ purchase intention toward Y.O.U products at the Murni Store. This research applies a quantitative approach, with data collected through observation, documentation, and questionnaires. A total of 170 respondents were involved in the study, and the data obtained were analyzed using multiple linear regression analysis, the coefficient of determination, and t-tests.The results indicate that influencer marketing has a positive and significant effect on purchase intention toward Y.O.U products at the Murni Store. This is reflected in a regression coefficient of 0.269, which implies that an increase in influencer marketing activities leads to a higher level of consumer purchase intention. The t-test results support this finding, with a t-value of 3.783 and a significance value of 0.000, which is below the 0.05 significance level. These findings confirm that influencer marketing plays an important role in shaping consumer attitudes and encouraging purchasing decisions. Furthermore, brand awareness is also found to have a positive and significant influence on purchase intention. The regression coefficient of 0.107 indicates that higher brand awareness increases consumers’ interest in purchasing Y.O.U products at the Murni Store. This effect is supported by the t-test results, which show a t-value of 2.042 and a significance value of 0.043, lower than 0.05. Overall, the study concludes that influencer marketing and brand awareness are key determinants of purchase intention, highlighting the importance of effective marketing strategies in increasing consumer engagement levels.
Co-Authors Adiani, Cahya Izati Arniti, Ni Ketut Darma, I Komang Cahya Patu Desak Made Febri Purnama Sari Dewi, Ni Kadek Kirana Iswari Dewiningrat, Ayu Indira Harris, Said Agil I G. N. Oka Ariwangsa I Gusti Ayu Agung Prajas Anggraini I Gusti Ngurah Oka Ariwangsa I Kadek Arya Darma Wijaya Ida Bagus Dharmadiaksa Kadek Darmaastawan Kadek Devi Kalvika Anggria Wardani Kadek Dwi Rumadhita Khairaputri, Prilla Maulidya Rizky Latupeirissa, Jonathan Jacob Paul Made Mulyadi Ni Kadek Denda Clarisa Faradita Ni Ketut Anjani Ni Komang Putri Apriliani Putri Ni Nyoman Sri Wisudawati Ni Putu Adinda Putri Gayatri Ni Putu Budiadnyani Ni Putu Nina Eka Lestari Ni Wayan Lasmi Ni Wayan Widhiasthini Nilna Muna Nyoman Sri Subawa Parasari, Nyoman Sri Manik Putri, Rizkana Nazlia Putu Dyah Permatha Korry Putu Irma Yunita Suari, Ni Made Mirah Surya, Komang Bagus Ariwangsa Mannu Mahaputra Wirsa, I Nengah Wisesa, I Ketut Ari Pramana Yanti, Ni Kadek Winda