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All Journal Jurnal Mantik Dinasti International Journal of Management Science Jurnal Informatika Ekonomi Bisnis Jurnal Digit : Digital of Information Technology Jurnal Penelitian Ekonomi Manajemen dan Bisnis Jurnal Informatika Ekonomi Bisnis Journal Of Economic Sciences (Ekuisci) PENG: Jurnal Ekonomi dan Manajemen Edueksos: Journal Pendidikan Sosial dan Ekonomi
Tedi Kustandi
Universitas Muhammadiyah Cirebon
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Electronic Word of Mouth dan Influencer Endorsement di Tiktok terhadap Minat Beli Produk Erigo pada Mahasiswa Nazery Bagus Satria Hasan; Surnita Sandi Wiranata; Tedi Kustandi
Jurnal Penelitian Ekonomi Manajemen dan Bisnis Vol. 5 No. 3 (2026): Agustus: Jurnal Penelitian Ekonomi Manajemen dan Bisnis
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jekombis.v5i3.6795

Abstract

This study examines the effects of Electronic Word of Mouth (e-WOM) and Influencer Endorsement on TikTok on purchase intention toward Erigo products among students of the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. Amid the rapid growth of social commerce and Generation Z's reliance on peer reviews and influencer content before making purchase decisions, this study investigates whether these two digital marketing signals jointly and individually shape purchase intention toward a local Indonesian fashion brand. Using a quantitative approach, data were collected through a Likert-scale questionnaire distributed to 88 respondents determined via the Yamane formula, and analyzed using multiple linear regression with the assistance of SPSS 25. Prior to hypothesis testing, the instrument was confirmed valid and reliable, and the regression model passed the classical assumption tests for normality, multicollinearity, and heteroskedasticity. The results show that Electronic Word of Mouth has a positive and significant effect on purchase intention (t = 3.654; p = 0.000), and Influencer Endorsement also has a positive and significant effect (t = 3.321; p = 0.001). Simultaneously, both variables significantly affect purchase intention (F = 38.692; p = 0.000), explaining 47.7% of its variance. These findings indicate that peer-generated reviews and influencer content on TikTok both play meaningful roles in shaping Generation Z's purchase intention toward local fashion brands.
Pengaruh Kualitas Layanan dan Digital Marketing Terhadap Minat Beli Studi Kasus pada Toko Af Family PPMT Yusril Abdul Ghani; Sahara; Tedi Kustandi
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari-maret, Circular Economy and Green Innovation for Sustainable Business D
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/tk5q9s76

Abstract

This study aims to analyze the influence of service quality and digital marketing on consumers’ purchase intention at Toko Af Family, Majalengka. The research was motivated by the decline in sales and low consumer interest, which were assumed to be influenced by suboptimal service and digital promotion. The study employed a quantitative approach with a causal associative design. The population consisted of all consumers of Toko Af Family, with a sample of 97 respondents determined using the Slovin formula. Data were collected through a five-point Likert scale questionnaire and analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression with the help of SPSS 26. The findings indicate that service quality has a positive and significant effect on purchase intention, digital marketing also has a positive and significant effect, and both variables simultaneously explain 53.4% of the variance in purchase intention. These results highlight the importance of improving service quality and optimizing digital marketing strategies to strengthen the competitiveness of local retailers.  
Co-Authors Fakhri Fajrin Kurniawan Fery Setiawanto Jufri, Ali Kurniawan, Fakhri Fajrin Lestari, Widya Jati Linda Norhan Minarni Nazery Bagus Satria Hasan Nurrohmah Pebi Kurniawan Sahara Santika Gumilang Siti Umi Elsa Sofik Maulana Surnita Sandi Wiranata Yusril Abdul Ghani