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All Journal EkoBis ( Ekonomi & Bisnis ) SEGMEN Jurnal Manajemen dan Bisnis Jurnal Manajemen Terapan dan Keuangan E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Pengabdian Kepada Masyarakat (Indonesian Journal of Community Engagement) Daya Saing : Jurnal Ilmu Manajemen Jurnal Mirai Management Jurnal Sinar Manajemen Jurnal Ilmiah Universitas Batanghari Jambi Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Upajiwa : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat JURNAL MANAJEMEN MOTIVASI Syntax Literate: Jurnal Ilmiah Indonesia Forum Ekonomi : Jurnal Ekonomi, Manajemen dan Akuntansi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen JURNAL MANAJEMEN Upajiwa Dewantara : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) EKONOMIS : Journal of Economics and Business JMM (Jurnal Masyarakat Mandiri) Scientific Journal of Reflection : Economic, Accounting, Management and Business J-MAS (Jurnal Manajemen dan Sains) NUSANTARA : Jurnal Ilmu Pengetahuan Sosial Jurnal Pendidikan Ekonomi (JURKAMI) Jesya (Jurnal Ekonomi dan Ekonomi Syariah) FIDUSIA : JURNAL KEUANGAN DAN PERBANKAN Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship E-Mabis: Jurnal Ekonomi Manajemen dan Bisnis Competitive Jurnal Akuntansi dan Keuangan JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Ecoment Global: Kajian Bisnis dan Manajemen Jurnal Ekonomi dan Bisnis Dharma Andalas JURNAL PEMASARAN KOMPETITIF Jurnal Proaksi International Journal of Economics, Business and Accounting Research (IJEBAR) Performance : Jurnal Bisnis dan Akuntansi Jurnal Ilmiah Edunomika (JIE) Revitalisasi : Jurnal Ilmu Manajemen Jurnal Manajemen Bisnis dan Kewirausahaan International Journal of Economics Development Research (IJEDR) JURNAL ILMIAH FEASIBLE (JIF) Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Ilmiah Manajemen Kesatuan RESLAJ: RELIGION EDUCATION SOCIAL LAA ROIBA JOURNAL MANDAR: Management Development and Applied Research Journal Budimas : Jurnal Pengabdian Masyarakat Equity: Jurnal Ekonomi Wacana Ekonomi : Jurnal Ekonomi, Bisnis dan Akuntansi Adz Dzahab : Jurnal Ekonomi dan Bisnis Islam Economics and Digital Business Review Jurnal Cahaya Mandalika Jurnal Terapan Manajemen dan Bisnis Jurnal Ilmu Ekonomi Akuntansi Bisnis & Manajemen (ABM) BULETIN BISNIS & MANAJEMEN (BBM) CONSEN: Indonesian Journal of Community Services and Engagement Research Horizon Economos : Jurnal Ekonomi dan Bisnis Jurnal Edukasi Pengabdian Masyarakat: EDUABDIMAS Jurnal Literasi Pengabdian dan Pemberdayaan Masyarakat Empowering Humanity Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Proceeding of International Conference on Humanity Education and Society Asmara International Journal of Economics and Management Research EKONOMIKA: Manajemen, Akuntansi dan Perbankan Syari’ah
Agus Dwi Cahya
Universitas Sarjanawiyata Tamansiswa
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Physics Social Sciences Other

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Strategy for Utilizing TikTok Videos as a Digital Promotion Tool to Increase Market Reach for MSME Pondok Tamia : Strategi Pemanfaatan Video TikTok sebagai Media Promosi Digital dalam Meningkatkan Jangkauan Pasar UMKM Pondok Tamia Maulitna Anjiliani; Dwi Nur Farida; Depita Sebtiani; Agus Dwi Cahya
CONSEN: Indonesian Journal of Community Services and Engagement Vol. 6 No. 1 (2026): Consen: Indonesian Journal of Community Services and Engagement
Publisher : Institut Riset dan Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57152/consen.v6i1.2534

Abstract

The majority of food-related SMEs in Indonesia have not yet fully leveraged short-form video platforms like TikTok as a digital promotional tool. This community service project aims to assist SMEs in Pondok Tamia, Yogyakarta, in designing and implementing a TikTok-based promotional strategy to enhance brand visibility and market reach. The approach used was participatory action research (PAR) with three stages: identifying partners through surveys and semi-structured interviews, designing a content strategy, and producing and publishing three TikTok videos over approximately one month. Participants in the activity consisted of three students and one lecturer from the Management Study Program at Sarjanawiyata Tamansiswa University, Yogyakarta. Evaluation was conducted through analysis of content performance data (views, likes, comments, and shares) as well as observation of changes in partners’ understanding. The results of the activity showed a significant increase in all indicators, with the total views of the three TikTok content videos reaching 13.089 and likes totaling 250. The partners’ understanding of digital marketing also improved, as evidenced by their ability to manage their TikTok accounts independently following the mentoring. The novelty of this activity lies in the integration of Ki Hajar Dewantara’s philosophical values (Ngandel, Kendel, Kandel, Bandel) as the foundation for SME digital entrepreneurship. These findings confirm that a well-planned TikTok content strategy is an effective and sustainable digital promotion solution.
PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION DENGAN ATTITUDE SEBAGAI VARIABEL MEDIASI (Studi Pada Skincare Glad2Glow di Yogyakarta) Alda Kaniza, Yosy; Cahya, Agus Dwi; Indraswari, Nurul Myristica
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9283

Abstract

This study analyzes the influence of content marketing and celebrity endorsers on purchase intention, with attitude as a mediating variable among Glad2Glow skincare consumers in Yogyakarta. A quantitative approach was applied, with 183 respondents selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that content marketing and celebrity endorsers have a positive and significant effect on both purchase intention and attitude, and that attitude has a positive and significant effect on purchase intention. Attitude also mediates the effect of content marketing and celebrity endorsers on purchase intention. Keywords: Content Marketing; Celebrity Endorser; Attitude; Purchase Intention; Glad2Glow
The Influence of Celebrity Endorsement and Social Media Marketing on Purchase Decisions through Brand Trust David Nur Hadi; Agus Dwi Cahya; Azwar Azwar
Research Horizon Vol. 6 No. 3 (2026): Research Horizon - Juni 2026
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.6.3.2026.1391

Abstract

The rapid growth of Indonesia’s skincare industry has increased competition among local brands, prompting companies to utilize celebrity endorsements and social media marketing. This study examines the effects of celebrity endorsement and social media marketing on consumers’ purchase decisions on TikTok Shop, with brand trust as a mediating variable. The study is based on the Stimulus-Organism-Response (S-O-R) theory, which explains how external stimuli influence internal psychological states and behavioral responses. A quantitative approach was employed by collecting primary data through Likert-scale questionnaires from moisturizer consumers on TikTok Shop using purposive sampling, with data analyzed using PLS-SEM. The findings reveal that celebrity endorsement and social media marketing do not directly influence purchase decisions. However, both variables have a positive and significant effect on brand trust, which in turn positively and significantly affects purchase decisions. Furthermore, brand trust fully mediates the relationships between celebrity endorsement and purchase decisions, as well as between social media marketing and purchase decisions. These findings highlight the critical role of brand trust in translating digital marketing efforts into consumer purchasing behavior and provide practical insights for skincare brands seeking to strengthen consumer trust and drive purchase decisions.
Co-Authors Abdul Aziz Suryadi ADEFIA RAMADONA Adi Nugroho Aditya Julita Sari Ahmad Alfian Ihsan Ahmad Alfian Ikhsan Aji, Anggoro Wisnu Al Hafri, Shahnur Alda Kaniza, Yosy Aldi, Rama Yanuar Alfatunnisah, Anna Alfiatul Maulida Alfiatul Maulida Alfiatul Maulida Ambar Lukitaningsih Aminah Aminah Andang Panji Nugroho Anggoro Wisnu Aji Anis Aprillia Sari Annisa Widilia Rahmawati Annisa, Icca Nur Anugrah Sepnu Utama Aprilianto, Flavio Apriyanto, Ari Aramintha Jacinda Puteri Arista Fajar Ningsih Asfarina Zahrotul Jannah Astuti Wijayanti, Astuti Astuti, Sri Widiya Atma Fadna Rinaja Azizah, Ulfah Dwi Nur Azwar Azwar Bernadetta Diansepti Maharani Budiyati, Eka Candra Melania T Catur Harjo Cut Khairunnisa Cut Khairunnisa Damare, Ocsalino Dandi Rukmana David Nur Hadi Dedi Muhamad Deki Kurnia Depita Sebtiani Dewi Palupi Dharmanisa, Alifia Lintang Dian Nofianti Diany Damayanti Dimas Martha Dimas Martha Kusuma Dwi Agus Nugroho Dwi Nur Farida Dyko Utomo Epsilandri Septyarini Epsilandri Septyarini Epsilandry Setyarini Erawati, Dian Erlin Keniya Ardinaya Erni Dwijayanti F. B, Mahdanito Fadhilla Ajeng Aqdella Fadhilla Ajeng Aqdella Fadhillah, Muinah Fajarningrum, Ani Rizky Fatra, Nargadias Fauzi, Fitriya Fauzin Annisa Fidiastuti, Fitri Fitri Fidiastuti Fitriya Fauzi Fransizka Ayu Kristiani Fransizka Ayu Kristiani Friska Airin Yusvita Arvianti Gendro Wiyono Hadi Saputro, Edwin Dwi Kusdantoro Hanifa Dewi Febriana Harjo, Catur Hartati Dwi Nawastuty Hasya Fatharani Heditri Rachmawati Heni Nur Amrina Henny Welsa Herman Setiawan Hesthi Setyawati Hutami, Lusia Tria Hatmanti IBN Udayana, IBN Ida Bagus Nyoman Udayana Ignatius Soni Kurniawan Ilyasa Ramadhanov Annaafi Indriyana Septiani Ishak genius oberio Isna, Kadek Kadek Isna Karina Alviyanti Kinasis, Willis Gita Kriswanto, Dwi Agung Kurnia, Deki kusuma, nala tri Kuyun Lindasari Laeli Choerun Nikmah Larasati, Adelia Ayu Lianus, Jothsia Lindasari, Kuyun Lisa Anis Sawitri Lisa Rahmawati Listiyani, Laily Rochmawati Lukito Oki H lulu fatin athifah athifah Lusia Tria Hatmanti Hutami M. Jurais Ardiansyah Made Reyvaldo Mahda F. B. Mahdanito F. B Mahendra Aprilino Malinda Sarah Sukma Martha, Dimas Marthasari, Aini Maulitna Anjiliani Meita Lulut Widyastuti Mizan Iskandar Mizan, Dwi Iskandar Muinah Fadhilah Muinah Fadhilah Muinah Fadhilah, Muinah Nadia Utami Nadia, Elsa Nadya Adelin Natalia Dewi Fendal Niken Mayrenda Nikmah, Laeli Choerun Nonik Kusuma Ningrum Noraini, Jesy Nova Sari Dewi Novita Sari NOVITA WULANDARI Nur Anita Chandra Putry, Nur Anita Chandra Nurul Myristica Indraswari Ocsalino Damare Ocsalino Damare Octavian, Pingky Oktarias Fatmawati Pandu Sinawung Jati Permaisita Tiara Suci Pira Maulida Pira Maulida Prabowo, Veryan Tejo Prasastiningrum, Ananda Prasetianto, Singgih Prastyatini, Sri Lestari Yuli Prawita, Dika Putri Dwi Cahyani Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri Mentari Prahastiwi Raditya, Adit Rafael Erasdio Rahayu, Dela Riannisa Ramadhani, Pramudita Annisa Ratih Kusumawardhani Rejeki Sekar Dwifa Renita Carla Ramadhani Retno Wulandari Richardus Mosa Leke Ridwan Habibi Riky Artya S Risal Rinofah, Risal Riskin Hidayat Rista Ridhowasti Putri Rita Purnama Sari Rizka Dwi Astuti Rizka Zulfiana Putri Rizky Andrian Rizqi Rukmana Putri Salsa Bella Larasati Sandy Khristian Santy Pujaraniam Sawitri, Lisa Anis Septiani, Indriyana Septyarini, Epsilandri Setiawan, Eko Agus Setiawan, Fery Budi Sheli Marselina Br PA Sherfina Tabatini Evany Shinta Noriyah Singgih Prasetianto Singgih Preasetianto Sinta Oktaviyani SITI FATIMAH Siti Sumartiah Sri Ayem Sri Hermuningsih SRI RAHAYU Sumadi Saputra Suryawan, Andika Febri Syahda, Herawindya Istibra Syahril Asfiah N Titi Juliani Ummi Sangidah Utama, Anugrah Sepnu Utama, Rizky Luhung Wadia Utami, Putri Dewi UTOMO, DYKO Verawati Agustina Vivin Yuwansa Wahyu Dea Endarwati Wibowo, Kurniawan Mukti Willis Gita Kinasis Wiratama, Faris Arya Wisnu Purnomo Wulan Probo Bintari Yani, Yuli Endar Yesika Serlanova Yudagara, Enggar Pandu Yuli Endar Yani Yulianingsih, Wahyu Zidan, Muhammad