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All Journal Jurnal Master Pariwisata (JUMPA) Jurnal Manajemen Upajiwa Dewantara : Jurnal Ekonomi, Bisnis dan Manajemen Daulat Rakyat CAPITAL: JURNAL EKONOMI DAN MANAJEMEN Jurnal Perilaku dan Strategi Bisnis Jurnal Fokus Manajemen Bisnis Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (JEBMA) Indonesian Journal of Tourism and Leisure Telaah Bisnis Indonesian Journal of Applied and Industrial Sciences (ESA) Jurnal Ekonomi dan Bisnis
Nasution, Olivia Barcelona
STIE YKPN Yogyakarta
Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PENGARUH INFLUENCER MARKETING, CITRA MEREK DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN PADA APLIKASI TIKTOK Primandaru, Noormalita; Marcelino, Bryan; Nasution, Olivia Barcelona
Jurnal Ekonomi Dan Bisnis Vol 19 No 2 (2025): JEB Vol 19 No 2 Juli 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v19i2.103

Abstract

This study aims to examine the influence of influencer marketing, brand image, and trust on purchasing decisions for the men's skincare brand Elvicto through the TikTok application in Indonesia. A quantitative research method was employed, utilizing a survey of 100 respondents who are TikTok users and have purchased Elvicto products. Data analysis was conducted using validity, reliability, classical assumption tests, multiple linear regression, and hypothesis testing. The results reveal that influencer marketing has a positive and significant effect on purchasing decisions, while brand image and trust do not show a significant impact. This study highlights the crucial role of influencer marketing in shaping consumer purchasing behavior, whereas brand image and trust require further reinforcement to enhance Elvicto’s marketing effectiveness. The novelty of this research lies in its focus on Indonesian male consumer behavior within the TikTok social commerce context, uncovering that influencer marketing exerts a more dominant influence than traditional factors such as brand image and trust, offering a new perspective on digital marketing dynamics in the men's skincare industry.
SERVICE QUALITY, ONLINE REVIEWS, AND BRAND IMAGE: DETERMINANTS OF CONSUMER PURCHASE DECISIONS ON SHOPEE Primandaru, Noormalita; br Sembiring, Abira Rafasia; Nasution, Olivia Barcelona
Jurnal Manajemen Vol. 14 No. 2 (2024): JURNAL MANAJEMEN VOL. 14 NO. 2 DESEMBER 2024
Publisher : Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/jm.v14i2.4371

Abstract

The rapid advancement of technology in the digital era has significantly transformed the e-commerce landscape, particularly in Indonesia, where platforms like Shopee have gained immense popularity. This study investigates the impact of e-service quality, online reviews, and brand image on purchasing decisions among consumers in Yogyakarta. A quantitative approach was employed, utilizing questionnaires distributed to Shopee users who have made purchases. The data were analyzed using Partial Least Square (PLS) to assess the relationships between the variables. The findings reveal that e-service quality positively influences purchasing decisions, highlighting its importance in enhancing customer satisfaction and convenience while online shopping. In contrast, online reviews did not have a significant effect on purchasing decisions, suggesting that consumers may be skeptical about the authenticity of reviews or influenced by negative past experiences. Furthermore, brand image emerged as a critical factor, significantly affecting purchasing decisions, as a strong brand reputation fosters consumer trust and loyalty. This research emphasizes the need for e-commerce platforms to focus on improving service quality and maintaining a positive brand image to drive consumer purchasing behavior effectively.
PENGARUH ELECTRONIC WORD OF MOUTH, CELEBRITY ENDORSER, DAN SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE PADA PRODUK DI INSTAGRAM Putri, Belinda Hilda Harsana; Nasution, Olivia Barcelona
Jurnal Ekonomi Bisnis, Manajemen dan Akuntansi (Jebma) Vol. 1 No. 3 (2021): Article Research Volume 1 Number 3, November 2021
Publisher : Yayasan Cita Cendikiawan Al Kharizmi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47709/jebma.v1i3.1156

Abstract

Instagram merupakan salah satu media sosial yang jumlah penggunanya terus meningkat setiap tahunnya. Sehingga, platform ini banyak digunakan oleh pemasar online untuk memasarkan produk serta melaksanakan strategi pemasaran. Dalam konteks jual beli online, ketidakpastian menjadi isu terbesar dimana adanya asimetri informasi antara pembeli dan penjual. Sehingga, konsumen kerap kali mencari informasi terkait dari ulasan yang diberikan oleh konsumen lain. Selain itu, hal yang meyakinkan konsumen adalah ulasan yang diberikan oleh pihak terpercaya seperti publik figur. Penelitian ini memiliki tujuan untuk mengetahui pengaruh electronic word of mouth, celebrity endorser, dan social media marketing terhadap brand image pada produk di Instagram. Populasi dalam penelitian ini yaitu pengguna aplikasi Instagram. Metode pengumpulan data yang digunakan yaitu dengan menggunakan angket/kuesioner dan jumlah sampel yang digunakan sebanyak 174 responden. Metode analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda. Dari pengujian yang dilakukan, didapatkan hasil penelitian: electronic word of mouth, celebrity endorser, dan social media marketing berpengaruh signifikan terhadap brand image.
Kajian Dampak Pariwisata Berbasis Masyarakat sebagai Pendukung Sustainable Development terhadap Peningkatan Wisatawan di Daerah Istimewa Yogyakarta Nasution, Olivia Barcelona; Primandaru, Noormalita
Indonesian Journal of Tourism and Leisure Vol 4, No 2 (2023)
Publisher : Lasigo Akademia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36256/ijtl.v4i2.362

Abstract

The issue of sustainability has become the focus of attention of practitioners, governments and researchers in all contexts, including the tourism sector, so it is important to examine the impact of one form of tourism sustainability, namely community based tourism (CBT) on tourists' desire to revisit tourism destinations. This study aims to examine perceptions of CBT performance on satisfaction and its impact on revisit intention and word of mouth (WOM) intention. This research uses primary data by distributing questionnaires online. The characteristics of the respondents in this research are people who have visited tourist destinations in DI Yogyakarta. A total of 168 respondents were collected. Data were analyzed using structural equation models using SmartPLS 3.2.9 software. The tests carried out consisted of testing the measurement model and testing the inner model. The research results show that the performance of community based tourism (CBT) has a significant effect on tourist satisfaction, tourist satisfaction has a significant effect on intention to revisit, and tourist satisfaction has a significant effect on word of mouth. The results of this research suggest that tourism developers and the government can collaborate and regularly measure CBT performance so that they continue to provide pleasant services and experiences to tourists so that tourists visit again and even voluntarily invite other people to visit tourist destinations.
PENGARUH PENGGUNAAN INFLUENCER MARKETING DALAM MENINGKATKAN BRAND AWARENESS PADA BRAND MS GLOW Maulana Haris Bagaskara; Olivia Barcelona Nasution; Noormalita Primandaru
Jurnal Ekonomi Dan Bisnis Vol 19 No 3 (2025): JEB Vol 19 No 3 November 2025
Publisher : LPPM STIE YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53916/jeb.v19i3.120

Abstract

This study aims to analyze the influence of influencer marketing on enhancing brand awareness of the MS Glow brand. The research focuses on five key aspects of influencer marketing: credibility, attractiveness, congruence, interaction, and overall promotional effectiveness. A quantitative approach with a survey method was employed, and data were collected through questionnaires distributed to respondents familiar with MS Glow products. The research employed a quantitative approach using Structural Equation Modeling–Partial Least Square (SEM-PLS). Data were collected through questionnaires distributed to 135 respondents familiar with MS Glow products. The findings reveal that all dimensions of influencer marketing play a crucial role in shaping and strengthening brand awareness. Influencer attractiveness and credibility emerged as the most influential factors in building emotional connections and consumer trust toward the brand. Furthermore, the congruence between the influencer’s image and the brand’s values, along with active audience engagement, reinforces positive brand perception. The study concludes that a well-planned and authentic influencer marketing strategy can effectively enhance brand awareness in the highly competitive cosmetics industry.
Co-Authors Aninda Nurul Hasanah Belinda Hilda Harsana Putri br Sembiring, Abira Rafasia Calvin Armando Rahadian Isnanda Zainur Rohman, Isnanda Zainur Marcelino, Bryan Maulana Haris Bagaskara Noormalita Primandaru Primandaru, Noormalita Putri, Belinda Hilda Harsana Ricky Husada Saputra Widya Ardini Prasetya