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All Journal JURNAL MANAJEMEN BISNIS SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Popy Rufaidah
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Economics, Econometrics & Finance Education Social Sciences Other

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The Role of Virtual Try-On Augmented Reality of Cosmetic Products on Purchase Intention Mediated by Brand Trust Salma Dhianita; Popy Rufaidah
Jurnal Manajemen Bisnis Vol. 11 No. 2 (2024): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v11i2.797

Abstract

This study investigates the impact of Augmented Reality (AR) features, particularly Virtual Try-On (VTO), on purchase intention through brand trust in the context of cosmetic products in Indonesia. The research uses a quantitative approach with a sample of 274 respondents from various cities and provinces in Indonesia. Data analysis was conducted using SmartPLS 3 software, which shows a positive influence of AR on purchase intention mediated by brand trust. The findings indicate that AR Content Quality and AR Service Quality positively affect purchase intention through brand trust. This study provides valuable insights for the cosmetic industry in Indonesia, emphasizing the importance of AR features in enhancing consumer purchase intentions and brand trust. The research highlights that the effective implementation of AR can be a successful strategy for cosmetic companies to increase consumer engagement and loyalty, and drive market growth through technological innovation that aligns with current consumer needs and preferences.
Mediating Customer Engagement Based on Content Marketing and Product Variety on Purchace Intention Fauziah Nur Septiani; Popy Rufaidah
Dinasti International Journal of Economics, Finance & Accounting Vol. 5 No. 3 (2024): Dinasti International Journal of Economics, Finance & Accounting (July - August
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v5i3.2798

Abstract

This study investigated the role of content marketing and product variety on purchase decisions through customer engagement. The study was executed on the customers of local Indonesian footwear, namely Noosa Official, the MSME based in Bandung City. A total of 360 respondents were selected with the criteria of being 15 to 60 years old, living in Indonesia, and as followers of the Noosa Official Instagram for at least three months. The questionnaire contains 36 questions. The survey was self-administered and conducted online, and then the data obtained was analyzed using descriptive and SEM-PLS analysis. This study concluded that content marketing significantly and positively affects customer engagement and decisions. The indirect effect of content marketing on customer decisions mediated by customer engagement is also significant. Product variety only significantly affects customer decisions positively. Product variety has a positive but insignificant effect on customer engagement. Customer engagement is also negligible in mediating the influence of product variety on customer decisions. Lastly, customer engagement is also known to significantly influence customer decisions positively.
THE ROLE OF DIGITAL MARKETING IN COMMUNITY ENGAGEMENT MODERATED BY BRAND AWARENESS (A STUDY OF CONSUMERS OF BEEBOT AUTOMOTIVE PRODUCTS ON THE TIKTOK CAR COMMUNITY PLATFORM) Jochanan Benaya Lumban Tobing; Popy Rufaidah
SOSIOEDUKASI Vol 14 No 4 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Publisher : Fakultas Keguruan Dan Ilmu Pendidikan Universaitas PGRI Banyuwangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36526/sosioedukasi.v14i4.6457

Abstract

The incredible pace of digital technology progress has changed how business' build the relationships with consumers- through social media interactions and online communities. In the automotive aftermarket, digital marketing is an especially important tool for businesses that want to build stronger community connections and increase their brand visibility. This study delves into the impact of digital marketing on community engagement, specifically looking at Beebot Automotive product users on TikTok and the Indonesian automotive community. It also examines the moderating variable of brand awareness in this context. A quantitative explanatory approach was applied using an online survey method targeting members of car communities who actively. use Beebot products. Data were collected using a Likert-scale questionnaire developed from theoretical indicators proposed by recent studies. A Structural Equation Modelling (SEM) using Partial Least Squares (PLS) analysis will be performed on the data in order to examine the direct and moderating effects among the variables. The results should help advance digital marketing theory while also giving businesses in the car sector actionable advice on how to boost community participation via digital means and solidify their brand's position in a crowded marketplace.
Co-Authors Fauziah Nur Septiani Jochanan Benaya Lumban Tobing Kirana, Larisa Safa Salma Dhianita