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All Journal Teika Journal of Economic, Bussines and Accounting (COSTING) Jurnal Bisnis Darmajaya Management Studies and Entrepreneurship Journal (MSEJ) Economics and Digital Business Review Jurnal Pengabdian kepada Masyarakat Journal of Management and Digital Business Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB) Moneter : Jurnal Keuangan dan Perbankan The Contrarian: Finance, Accounting, and Business Research Amkop Management Accounting Review (AMAR) PEDAMAS (Pengabdian Kepada Masyarakat)
Heddry Purba
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Pemasaran digital dan minat berkunjung ke Lembang Park and Zoo: Peran content marketing, live streaming, celebrity endorser, dan e-WOM di TikTok Rosita, Mila; Purba, Heddry; Sudjiman, Lorina Siregar
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2886

Abstract

The popularity of TikTok has made it a dominant digital platform that is strategic for various promotional activities, including those for tourist destinations. This provides opportunities for tourism managers to utilize engaging content marketing, live streaming, the involvement of popular figures as celebrity endorsers, and the dissemination of information through recommendations and reviews (electronic word of mouth) to increase engagement and visit intention among tourists via the TikTok social media platform. This study aims to analyze the influence of content marketing, live streaming, celebrity endorsers, and electronic word of mouth on the visit intention to Lembang Park and Zoo. The study employs a quantitative approach with 170 respondents who follow the Lembang Park and Zoo TikTok account, and analyses the data using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that content marketing, live streaming, celebrity endorsers, and electronic word of mouth positively influence visit intention. These findings imply that tourism destination managers need to integrate these four digital marketing strategies simultaneously, with an emphasis on selecting credible celebrity endorsers aligned with the destination’s image, to effectively build interest in visiting among social media users.
Peran fitur virtual try-on dan ulasan pelanggan online dalam meningkatkan niat beli konsumen: Studi pada produk lipstik Maybelline di Shopee Marbun, Zipora; Purba, Heddry; Hutabarat, Francis
Journal of Management and Digital Business Vol. 6 No. 1 (2026): Journal of Management and Digital Business
Publisher : Nur Science Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53088/jmdb.v6i1.2887

Abstract

This study examines the influence of the virtual try-on feature framed within the Unified Theory of Acceptance and Use of Technology (UTAUT) and online customer reviews on consumers' purchase intention toward Maybelline lipstick on Shopee. A quantitative approach was employed, with data collected from 114 active Shopee users in Parongpong District, West Bandung Regency. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results indicate that effort expectancy, performance expectancy, and online customer reviews have a positive and significant influence on purchase intention in the context of using the virtual try-on feature on the Shopee platform. Of the three variables examined, online customer reviews were identified as the dominant factor influencing consumers' purchase intention. These findings indicate that integrating augmented reality technology via the virtual try-on feature, supported by a credible customer review system, can reduce consumer uncertainty and enhance consumer confidence when purchasing cosmetic products online. This study provides practical implications for e-commerce platforms and cosmetic companies, particularly in optimizing interactive digital features and strengthening customer review management systems as strategies to enhance consumers' purchase intention in online marketplaces.
Co-Authors Alga Morianto Manullang Andrew Anayah Hasian Antonio Asa Julian Debora Hutapea Fani Setianingrum Francis Hutabarat Gerardus Ananta Banyu Girsang, Laverin Imelda Jenny Sihombing Jhon Rinendy Joan Y. Hutapea Joan Yuliana Hutapea Lenita Waty Lingga, Shonia Mehangga Lorina Siregar Sudjiman Marbun, Zipora Pangaribuan, Hisar Ria Chaniago Richard Friendly Simbolon Rosita, Mila Samuel Hamonangan Aruan Sihotang, Grace Susanti, Mila Trevigiano Maulany Valentine Siagian Viona Latersia Sinuhaji Yohanes Raja Oloan Hutapea