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All Journal Agricore: Jurnal Agribisnis dan Sosial Ekonomi Pertanian Unpad Jurnal Soshum Insentif Jesya (Jurnal Ekonomi dan Ekonomi Syariah) MABIS: Manajemen dan Bisnis Business Innovation and Entrepreneurship Journal JURNAL LENTERA BISNIS Jurnal Wacana Ekonomi Journal Civics and Social Studies Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal E-Bis: Ekonomi Bisnis Journal of Economics and Business UBS SABBHATA YATRA : Jurnal Pariwisata dan Budaya ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Journal of Research in Social Science and Humanities Jurnal Ekonomi Perjuangan (JUMPER) Jurnal DIALEKTIKA : Jurnal Ilmu Sosial Journal of International Conference Proceedings Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) JURNAL PARADIGMA: Journal of Sociology Research and Education Paradoks : Jurnal Ilmu Ekonomi Jurnal Wahana Akuntansi: Sarana Informasi Ekonomi dan Akuntansi Journal of Knowledge Management Journal Of Entrepeneurship and Strategic Management (JESM) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Nurhasan, Rohimat
Universitas Garut
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Journal : ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING

 1 
The Mediating Role of Online Customer Reviews in the Influence of Content Marketing on Purchase Decisions Tri Lestari, Febrianti; Nurhasan, Rohimat; Wufron
ARBITRASE: Journal of Economics and Accounting Vol. 6 No. 1 (2025): July 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v6i1.2500

Abstract

This study aims to analyze the mediating role of reviews uploaded by online consumers and their impact on purchase decisions on TikTok, particularly those influenced by content marketing. The research background indicates a rapid increase in TikTok usage for business activities, with Indonesia being the largest TikTok user country in July 2024. Although Content Marketing and Online Customer Review have been acknowledged to influence Purchase Decision, many previous researches has a gap in understanding mediation impact of Online Consumer Review in TikTok App specifically. Some studies also suggest that Content Marketing does not always significantly impact Purchase Decision on this platform. To collect the required primary data, this study uses a questionnaire that was addressed to 400 TikTok users in Indonesia, making this study classified into quantitative approach research-based. In this research, the data analyze technique has been uses the PLS-SEM through Smart PLS software. The review uploaded by online consumer has a strong-positive relationship to affect other consumers’ purchasing decision, this statement becomes the preliminary result then. Online Customer Review also has a very strong and positive relationship with the Purchase Decision. However, the direct relationship between Content Marketing and Purchase Decision is relatively weak. Initial findings indicate that Content Marketing has a very strong positive relationship with Online Customer Review (path coefficient of 0.920). Online Customer Review also has a very strong and positive relationship with Purchase Decision (path coefficient of 0.810). However, the direct relationship between Content Marketing and Purchase Decision is relatively weak (path coefficient of 0.146). This suggests that Online Customer Review plays a crucial role in mediating the influence of Content Marketing on Purchase Decision in TikTok. This study is expected to fill the literature gap by developing a mediation model that considers the specific characteristics of TikTok. This research is expected to fill the literature gap by developing a mediation model that considers the specific characteristics of TikTok.
Impulsive Buying Driven by E-WOM with Influencers as a Mediator on TikTok Wandini Rohmatin Sariyani; Nurhasan, Rohimat; Wufron
ARBITRASE: Journal of Economics and Accounting Vol. 6 No. 1 (2025): July 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v6i1.2535

Abstract

This examination seeks to explore the effect of e-Wom on hasty purchasing behavior, using marketing influencers acting serving as a mediator in the relationship among active TikTok users from Generation Z in Indonesia. The research adopted a quantitative survey. The method involved distributing questionnaires. structured questionnaires to 400 respondents. The data gathered were examined through the PLS-SEM approach method. The results reveal that eWOM positively influences impulsive buying with a path coefficient value of 0.888 and a significance level of less than 0.005, as well as on marketing influencers with a coefficient value of 0.921. marketing influencers have also been demonstrated to exert a positive influence on impulsive buying with a coefficient of 0.696. The mediating role of influencers in the relationship between e-WOM and impulsive buying is also confirmed through indirect effect analysis. These findings highlight the strategic relevance of employing eWOM and leveraging influencer engagement in digital marketing to shape impulsive buying behavior in social media environments.These findings support marketing practitioners in crafting more impactful campaigns, while also adding to the organism of academic research finding in the areas of consumer behavior and digital promotion.
Loyalitas Pengguna Aplikasi MyTelkomsel: Determinasi Kepuasan dan Kepercayaan Berbasis Customer Lifetime Value (CLV) Rendi Eka Herlinton; Rohimat Nurhasan; Fikri Fahru Roji
ARBITRASE: Journal of Economics and Accounting Vol. 6 No. 1 (2025): July 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/arbitrase.v6i1.2544

Abstract

This study aims to examine the influence of satisfaction and trust on Customer Lifetime Value (CLV) among users of the MyTelkomsel application. The research is motivated by the low level of user loyalty, despite the company’s efforts to introduce various digital features designed to enhance customer engagement. In the face of increasingly competitive digital service markets, understanding the key drivers of loyalty is essential. Employing a quantitative approach with an explanatory design, the study involved 100 purposively selected active users of the application. Data were collected through an online questionnaire using a four-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both satisfaction and trust have a significant positive effect on CLV, highlighting the importance of delivering a pleasant user experience and maintaining trust in the application's reliability to foster long-term loyalty. This research contributes to the theoretical framework of value-based loyalty and offers practical implications for telecommunications companies in developing adaptive relational marketing strategies in the digital era.
Co-Authors Abdullah Ramdhani Abror, Mustofa Ade Purnawan Adhara, Yhora Listy Adiatma, Dani Agus Solihin Akmala Hadita Al Ghifari, Fahmi Ghaitsa Alkautsar, Muslim Amalya, Ananda Annisa, Yusti Nur Aradheadwiputra Asep Saepuloh Asep Saepuloh Aulia, Elvira Frischa Avianti, Novi Bang Bang Cahyana Berliani, Syifa Bisma Ekalayang Ichanudin Cecep Selamet Cupiadi, Hedi Devianti Nurazizah Dhamayanty, Stanny Dian Nurdiansyah Dian Nurdiansyah Diana, Didah Sadidah Dini Turipanam Alamanda Edi Suryadi Edi Suryadi, Edi Eeng Ahman, Eeng Exsel Al Syiamudawan, Muhammad Fahrul Hadi Kusama Fatria Dewi , Hesti Maharani Fikri Fahru Roji Fitrin Rawati Suganda Fuji Mahayati Gusti Gunawan, Roni Hamdani, Nizar Alam Handayani, Tia Fitria Hapitalia H Hedi Cupiadi Hermina, Tinneke Hilman Rismanto Husni Muharam Khoerunisa, Siva Kirana, Widya Kowiyanto Kurniawan, Deri Alan Lili Adi Wibowo Listian, Resti Lusiana Nur Safitri Magnaz Lestira Oktaroza Maharani, Kartika Tri Maria Rahmawati Masriyah, Rahma Anisatul Maulana Ramadan, Fajar Maulidiani, Alda Mega Silviani Gustari Meisi Martini Meli Kamila Muharwiyah Munawar, Soviyan Munawi, Ahmad Syarif Musaropah, Ucu Muslim Al Kautsar Mustofa Abror Nanda Karisa Sintia Dewi Nizmah Fitri Sani Nugraha, Rinda nur febianti, adiesty Nuroni, Rizqia Zahira Nursifa, Dea Oktaviani Nur Adzanni Prayoga, Cepi Juniar Putri, Ghendoek Sheila Qothrun Nada, Ilfa Rachmawati, Tiyara Rahayu, Ajeng Binda Rahma Anisatul Masriyah Rahmawati, Rima Raka Fazal Aula Ramadhan, Puji Indah Ramadhani, Abdullah Ramdhan, Yayang Iman Nur Rani Rahmayani Ratih Hendayani Ratna Wulandari Rawati Suganda, Fitrin Rendi Eka Herlinton Rima Rahmawati Riska Sukmawati Rismanto, Hilman Risnawati, Hesti Riyad Sabilul Muminin Riyan Faozy Rizki Maulana Roni Gunawan Rosandi, Rosandi Ilham Ramadan Sabilulmumin, Riyad Salsa, Salsabilla Sarah Nuraeni Sari, Intan Tenisia Prawita Sedyastuti , Kristina Selamet, Cecep Setiawan, Rahyuniati Sopiah, Sopiah Stanny Dhamayanty Suci Lestari Suryani, Fuji Alda Suwatno Suwatno Syamsu Yusuf Syarif Munawi, Ahmad Tatang Mulyana Tatang Mulyana Tresnareta Budiman Tri Lestari, Febrianti Viana Nurul Khovifah Viani Khoerunnisa Wandini Rohmatin Sariyani Wati Susilawati, Wati Windi Yulianti Wufron Wufron Yhora Listy Adhara Yulianti, Windi Yusti Nur Annisa Yusuf LN, Syamsu YUSUF, RAMAYANI Zulfa, Hasna Nabila Zulfa, Siti Azizah Zulkifli Adnan