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All Journal Indonesian Journal of Economics and Bussiness Journal of Digital Marketing and Halal Industry BERNAS: Jurnal Pengabdian Kepada Masyarakat Jurnal Dharma Bhakti Ekuitas Terbuka Journal of Economics and Business Journal of Innovation in Management, Accounting and Business Science Information System and Technology
Heppy Agustiana Vidyastuti
Sekolah Tinggi Ilmu Ekonomi Ekuitas
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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Analisis Content Marketing Pada Tiktok Berdasarkan Persepsi Buyer Vidyastuti, Heppy Agustiana
Journal of Innovation in Management, Accounting and Business Vol. 3 No. 3 (2024)
Publisher : Papanda Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56916/jimab.v3i3.978

Abstract

This study aims to gather insights on buyer perceptions of content marketing on TikTok in order to improve content marketing strategies. The research method employed was quantitative research with a descriptive approach, involving 200 buyer respondents in the city of Bandung. The study focuses on TikTok marketing, with dimensions derived from various reviewed journals. A questionnaire was used as the research instrument, distributed to buyers through accidental sampling. Descriptive statistical analysis was conducted to analyze the data. The research findings indicate that TikTok marketing on content marketing is well-received, with the lowest value observed in the accuracy dimension and the highest value in the easy-to-find aspect. The three dimensions with the highest average value are ease of finding content marketing, collaboration with influencers, and the level of interest in TikTok content marketing. This research provides valuable input for the improvement of content marketing strategies on TikTok, benefiting TikTok shops and contributing to the development of content marketing in the field of digital marketing.
Integration of Content Marketing and Live Streaming of Purchase Intention through Online Customer Review as a Moderating Variable on Market place Users in West Java Agustiana, Heppy
Terbuka Journal of Economics and Business Vol. 6 No. 1 (2025)
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarkat-Universitas Terbuka

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

 This research is a quantitative study, namely the effect of independent variables, namely content marketing (X1) and live streaming (X2) on purchase intention (Y2) as the dependent variable and online customer review as a moderating variable (Y1). The population in this study were shopee marketplace users in West Java whose number was unknown using the Cochrun formula obtained a sample size of 322 respondents. Respondent samples have age criteria of more than 17 years who use the Marketplace application, have experience seeing firsthand the shopping offered by the Marketplace.  SmartPLS version 4 used to process and analyse  data collection result and its results are: 1 The Online Reviews variable  affected significantly by Content Marketing variable, 2 The Purchase Intention variable  affected significantly by Content Marketing variable, 3 the Online Reviews variable affected significantly by The Live Streaming variable, 4 Variable of Purchase Intention affected significantly by variable of Live Streaming, 5 The Online Review variable no effect on Purchase Intention, 6 Variable of Content Marketing affect to variable of Purchase Intention which mediated by the Online Reviews variable does not meet the requirements in this study, 7 Effect of Live Streaming variable to the variable of Purchase Intention mediated by the Online Reviews variable does not meet the requirements in this study
Development of a Data-Based Customer Relationship Management (CRM) Model to Increase Customer Loyalty in the E-commerce Sector Judijanto, Loso; Vidyastuti, Heppy Agustiana; Hadiyati, Rini; Masela , Mesak Yandri
West Science Information System and Technology Vol. 2 No. 03 (2024): West Science Information System and Technology
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsist.v2i03.1523

Abstract

The rapid growth of the e-commerce sector has intensified the need for effective Customer Relationship Management (CRM) systems to enhance customer loyalty. This study aims to develop a data-based CRM model tailored for the e-commerce industry, emphasizing the integration of personalized communication, data-driven insights, and responsiveness. A quantitative approach was employed, with data collected from 60 respondents using a Likert scale of 1 to 5. The data were analyzed using SPSS version 25. Findings reveal significant positive relationships between CRM components and customer loyalty, with data-driven insights emerging as the most influential predictor. This study contributes to the literature by providing actionable insights and a validated framework for leveraging CRM practices in e-commerce. The findings underscore the importance of data integration, personalization, and responsive customer engagement to foster loyalty and gain a competitive advantage in the evolving digital marketplace.
The Influence of Content Marketing, Online Reviews, and Customer Ratings on Purchase Intention with Customer Trust as a Moderating Factor Vidyastuti, Heppy Agustiana; Fatahillah Syahrul
Journal of Digital Marketing and Halal Industry Vol. 7 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Islam UIN Walisongo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21580/jdmhi.2025.7.2.26304

Abstract

This study investigates the influence of content marketing, online customer reviews, and customer ratings on consumers’ purchase intentions, with customer trust positioned as a moderating variable. The main contribution of this research lies in its integrated analytical framework, which simultaneously examines three key digital marketing cues within a trust-based mechanism. Moreover, this study focuses on Indonesian marketplace users, a context that remains underexplored in the existing literature, as previous studies have predominantly examined these variables separately or in different market settings. Using a quantitative research design, data were collected from 322 active marketplace users in West Java aged 17 years and above. The analysis was conducted using Structural Equation Modeling with SmartPLS 4 to evaluate both direct and indirect relationships among the constructs. The empirical findings indicate that content marketing has a significant positive effect on purchase intention; however, it does not significantly influence customer trust. In contrast, customer ratings and online customer reviews are found to have a strong and significant effect on customer trust, which subsequently enhances purchase intention. Further analysis reveals that customer trust mediates the relationship between customer ratings and purchase intention, indicating a significant indirect effect. Conversely, the indirect effects of content marketing and online customer reviews on purchase intention through customer trust are not supported. These findings suggest that trust functions selectively within digital purchasing mechanisms, rather than uniformly moderating all marketing stimuli. From a theoretical perspective, this study enriches the digital consumer behavior literature by highlighting the differentiated role of trust in shaping online purchase decisions. Practically, the results underscore the importance for marketplace platforms and online sellers to prioritize trust-building strategies, particularly through transparent rating systems and credible customer reviews, in order to effectively enhance consumers’ purchase intentions.
Co-Authors Annisa Nurfitriana Dagustiani, Dani Dani Dagustani Dani Dagustani Erlynda Yuniarti Kasim Fatahillah Syahrul HADIYATI, RINI Henny Utarsih Judijanto, Loso Loso Judijanto Masela , Mesak Yandri Mesak Yandri Masela RINI HADIYATI Sari, Wiendy Puspita