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All Journal Jurnal Siasat Bisnis JURNAL PENDIDIKAN TAMBUSAI Journal of Economics and Business UBS International Journal of Digital Entrepreneurship and Business (IDEB) Jurnal Pengabdian Masyarakat Madani International Journal of Management Science and Information Technology (IJMSIT) Journal of Social Research Society: Jurnal Pengabdian Masyarakat Journal of Innovation Research and Knowledge Jurnal Pengabdian Kepada Masyarakat Business and Entrepreneurial Review Jurnal Manajemen dan Pemasaran Jasa Media Riset Bisnis & Manajemen Jurnal Nusantara Mengabdi Indonesian Journal of Sustainability Accounting and Management EBID:Ekonomi Bisnis Digital DIGIBE: Digital Business and Entrepreneurship Journal NuCSJo : Nusantara Community Service Journal
Ayu Ekasari
Universitas Trisakti
Religion Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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PENGARUH SOSIAL MEDIA INFLUENCER TERHADAP PEMBELIAN KOSMETIK HALAL Muhamad Gamal Abdullah; Ayu Ekasari
EBID: Ekonomi Bisnis Digital Vol 3, No 1 (2025): Juli
Publisher : STMIK Widuri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37365/ebid.v3i1.406

Abstract

This study aims to analyze the influence of social media influencers on the purchase of cosmetic products in Indonesia, by considering variables such as attitude toward the SMI, perceived credibility, perceived expertise, subjective norm, perceived behavioral control, and purchase intention. The research applies a quantitative approach by distributing questionnaires to 270 social media users who have purchased halal cosmetic products. The analysis method used is Structural Equation Modeling (SEM) with the help of AMOS 22 software. The results show that perceived credibility, perceived behavioral control, and subjective norm significantly affect the attitude toward the influencer, which in turn influences purchase intention. Religiosity acts as a moderator that strengthens the relationship between attitude toward the SMI and purchase intention. These findings highlight the importance of choosing the right influencer in the marketing strategy of halal cosmetic products in Indonesia.
Digital Marketing for Young Entrepreneurs: Counselling at Global Cahaya Nubuwwah Insani School, Purwakarta Ayu Ekasari; Yosephina Endang Purba; Cicilia Sriliasta Bangun; Havidz Kus Hidayatullah; Acep Riana Jayaprawira
Society : Jurnal Pengabdian Masyarakat Vol. 5 No. 4 (2026): Juli
Publisher : Edumedia Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55824/025g9756

Abstract

The rapid development of the digital economy creates new opportunities for young people to participate as entrepreneurs. High school students, despite being active with digital technology and social media, are unaware of their benefits. Yet, it is important for entrepreneurs to optimize digital technology when marketing their products. The Community Service Team from the Faculty of Economics and Business Universitas Trisakti held a digital marketing counselling program for high school students studying at Global Cahaya Nubuwwah Insani (GCNI) in Purwakarta. The problem faced by the GCNI school was the low understanding of students about digital marketing which is very important for them studying to become young entrepreneurs.    The program was aimed to enhance students’ understanding of digital marketing, its implementation and strategies for measuring its performance. The counselling method consisted of discussion and sharing experiences in using digital technology.  To evaluate the effectiveness of the program, students were given two similar questionnaires before and after the program was conducted. The result of the descriptive analysis of the pre and after questionnaires indicate that students’ understanding of digital marketing concept improved after they joined the counselling program. The findings suggest that counselling is an effective educational approach to increasing students’ knowledge about digital marketing and strengthening their entrepreneurial spirit.
The Role of Social Media Influencers in Achieving Sustainable Consumption: A Study on Purchase Intention of Recycled Bottled Drinking Water Intan Yuniarti Ningsih; Ayu Ekasari
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7546

Abstract

Indonesia is currently facing serious challenges in managing plastic waste, particularly from single-use packaging such as bottled drinking water. This issue highlights the need for a shift toward more responsible and sustainable consumption behavior. Several companies have introduced innovations in recycled packaging; however, consumers often remain skeptical of environmental claims. In the digital marketing era, social media influencers play a crucial role in promoting eco-friendly products by enhancing brand awareness, brand image, and perceived value, which ultimately influence purchase intention. Despite this potential, previous studies have reported inconsistent findings on the effectiveness of influencers in encouraging green purchase behavior. This study aims to develop a conceptual model to analyze the effect of social media influencers on purchase intention toward recycled bottled drinking water, incorporating mediating variables (brand awareness, brand image, perceived value) and a moderating variable (green skepticism). This research adopts a quantitative approach using a survey method with 290 respondents as the sample. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM). The results show that Social Media Influencer Endorsement positively influences Purchase Intention directly and indirectly through Brand Image and Perceived Value. Meanwhile, Green Skepticism also moderates the influence of Social Media Influencer Endorsement on Purchase Intention, Brand Awareness, Brand Image, and Perceived Value. However, Brand Awareness does not mediate the influence of Social Media Influencer Endorsement on Purchase Intention.  The findings are expected to provide insights for companies in designing effective marketing strategies using social media influencers to promote sustainable consumption.
Co-Authors Acep Riana Jayaprawira Afsari Zulsi Nurvinka Alvin Alvin Anita Roosmalina Matusin Arnolt Kristian Pakpahan Arsil Imawan Aseanty, Deasy Bahtiar Usman Bangun, Cicilia Sriliasta Christina Dwi Astuti Cicilia Bangun Darra Pradita Hidayat Darra Pradita Hidayat Davinariyan Mohammad Thirafi Debbie Aryani FARAH MARGARETHA Fathur Rosi Fatik Rahayu Hana Putri Salsabila Bhakti Havidz Kus Hidayatullah Hermanto Yaputra Intan Yuniarti Ningsih Luki Adiati Pratomo Muhamad Gamal Abdullah Nadia Fachrudiana Oktafalia Marisa Purba, Yosephina Endang Syeliya Md Zaini Taufiq Adi Suseno Tri Indahyanti Ulfi Naria Rahmawati Valencia Valencia Victor Siagian Wanggi Citra Ameliana Yuana Jatu Nilawati