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All Journal Jurnal Manajemen Terapan dan Keuangan Jurnal Natapraja : Kajian Ilmu Administrasi Negara Jurnal Algoritma Journal of Nonformal Education MABIS: Manajemen dan Bisnis Business Innovation and Entrepreneurship Journal Jurnal Wacana Ekonomi Ilomata International Journal of Management Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Journal of Economics and Business UBS Ilomata International Journal of Management SABBHATA YATRA : Jurnal Pariwisata dan Budaya ARBITRASE: JOURNAL OF ECONOMICS AND ACCOUNTING Bima Journal : Business, Management and Accounting Journal Jurnal Algoritma JURNAL EKONOMI BISNIS DAN MANAJEMEN (EKO-BISMA) Malcom: Indonesian Journal of Machine Learning and Computer Science Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) JURNAL PARADIGMA: Journal of Sociology Research and Education Jurnal Media Pengabdian Komunikasi Jurnal Aplikasi Manajemen & Kewirausahaan MASSARO Sinergi International Journal of Logistics Sinergi International Journal of Management and Business Journal of Nonformal Education
Wufron Wufron
[SINTA ID: 6686761], Fakultas EKonomi Universitas Garut
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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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.
Co-Authors Abdul Fatah Hassanudin Aji Abdul Wahid Akbari, Rizky Ayu Akmala Hadita Aldo Febrianka Alia Tri Utami Alkautsar, Muslim Alvi Syahrin Arrasyid, Fuji Fitriana Ayu Hilda Inaya Ayuni, Sri Basit, Acep Abdul Bekti, Surya Garian Berliani, Syifa Bisma Ekalayang Ichanudin Bisma Jatmika Tisnasasmita Cecep Hamzah Pansuri Cupiadi, Hedi dewi, artika Dhamayanty, Stanny Diana Aulia Rahayu Dody Hermana Eliya Fatma Harahap Fahmi, Jajang Ahmad Fakhrun Shiddieq, Diqy Fauziah, Hanifah Febriani, Arini Fikri Fahru Roji Garliani, Gita Hamdani, Nizar Alam Handayani, Tia Fitria Handayani, Wulan S Hanifah, Hani Siti Harahap, Eliya Fatma Hermina, Tinneke Hermina, Tinneke Jaman, Mohamad Badru Jatmika, Bisma Judijanto, Loso Kaila Sapana Dania Kurnaeli Kurnaeli Kurniawan, Deri Alan Kusmiati, Eti Lestari, Amik Ayu Magnaz Lestira Oktaroza Maria Rahmawati Mohammad Toha, Mohammad Mubarok, Syachrul Muchtar muchtar Muharam, Husni Muminin, Riyadh Sabilul Munawi, Ahmad Syarif Nissa Agniya Resmisari Nizmah Fitri Sani Nugraha, Moh Rizky Nurhasan, Rohimat Nuroni, Rizqia Zahira Nursifa, Dea Puad, Noor Aimi Binti Mohamad Pupung Pundenswari, Pupung Puspo Dewi Dirgantari Rani Rahmayani Ratih Hurriyati Ridwan Ridwan Riyad Sabilul Muminin Rizkia, Agnia Suci Sabilulmumin, Riyad Siska Marlina Solehah, Fitri Nur Soviyan Munawar Sunda Prabawa, Gitta Agdella Atmaja Sundapa, Deden Syarif Munawi, Ahmad Taofiqurrohman, Hendra Tri Lestari, Febrianti Wandini Rohmatin Sariyani Wati Susilawati Wati Susilawati, Wati Wisnu Wardani Yosep Septiana YUSUF, RAMAYANI Ziliwu, Randy Samadaya Zulfa, Siti Azizah