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All Journal J-IKA : Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram) Amwaluna Jurnal Ekonomi dan Keuangan Syariah Jurnal Gema Ngabdi Altasia : Jurnal Pariwisata Indonesia JIIP (Jurnal Ilmiah Ilmu Pendidikan) ALEXANDRIA: Journal of Economics, Business, and Entrepreneurship Jurnal Ekonomi dan Bisnis
Handry Sudiartha Athar
Fakultas Ekonomi Dan Bisnis Universitas Mataram
Agriculture, Biological Sciences & Forestry Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Influencer Marketing, Live Shopping, dan Online Customer Review terhadap Keputusan Pembelian Produk Make Over pada E-Commerce Shopee Ni Putu Siska Dewinta Sari; Handry Sudiartha Athar
Surplus: Jurnal Ekonomi dan Bisnis Vol. 4 No. 2 (2026): Januari-Juni 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v4i2.1900

Abstract

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan e-commerce Shopee serta persaingan produk kecantikan yang semakin ketat, khususnya pada produk Make Over. Tujuan penelitian ini adalah untuk menganalisis pengaruh influencer marketing, live shopping, dan online customer review terhadap keputusan pembelian produk Make Over pada e-commerce Shopee di Kota Mataram. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian adalah konsumen di Kota Mataram yang pernah membeli produk Make Over melalui Shopee, dengan sampel sebanyak 100 responden yang ditentukan menggunakan teknik purposive sampling. Instrumen penelitian menggunakan kuesioner dengan skala Likert, sedangkan analisis data dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa influencer marketing, live shopping, dan online customer review berpengaruh positif dan signifikan terhadap keputusan pembelian. Kesimpulannya, ketiga variabel tersebut menjadi faktor penting dalam mendorong keputusan pembelian konsumen pada produk Make Over di Shopee.
Pengaruh Media Sosial dan Partisipasi Masyarakat Terhadap Minat Berkunjung Wisatawan ke Mangrove Tanjung Batu Sekotong Baiq Rini Hendriani; Handry Sudiartha Athar
ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship) Vol. 7 No. 1 (2026): April
Publisher : Postgraduate, University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/alexandria.v7i1.1229

Abstract

This study aims to determine the influence of social media and community participation on tourist interest in visiting the Tanjung Batu Sekotong Mangrove tourist destination. The background of this study stems from the importance of effective tourism promotion and the active role of local communities in destination management to attract tourists. The research method used was quantitative with an associative approach. The study population included prospective tourists who were aware of or had seen the Tanjung Batu Sekotong Mangrove tourism promotion. A sample of 60 respondents was selected using a purposive sampling technique, and data were collected through a questionnaire. Data analysis was performed using multiple linear regression with the help of SPSS. The results showed that social media had a positive and significant effect on tourist interest in visiting, meaning that the more intense and effective the promotion through social media, the higher the tourist interest in visiting. Community participation also had a positive and significant effect on tourist interest, indicating that active community involvement in destination promotion and management enhances tourist attractiveness. Simultaneously, these two variables contributed significantly to increasing tourist interest in visiting. These findings confirm that the combination of optimal digital promotion and local community empowerment is an effective strategy for sustainable tourism development.
Co-Authors Akhmad Saufi Aulia Fathin Nadhira Baiq Rini Hendriani Ega Dwi Putri Marswandi Handayani Rinuastuti Herman, Lalu Edy Himawan Sutanto Khairil Anwardin Lalu M. Furkan Lalu M. Furkan Ni Putu Siska Dewinta Sari Sri Wahyulina Suryani, Embun Thatok Asmony Wulan Sari