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All Journal JURNAL MANAJEMEN (EDISI ELEKTRONIK) Interdisciplinary Social Studies Mabsya: Jurnal Manajemen Bisnis Syariah Jurnal Inspirasi Binsis dan Manajemen Jurnal Ilmu Multidisplin Journal Research of Social Science, Economics, and Management Indonesian Journal Economic Review (IJER) IIJSE Jurnal Multidisiplin Indonesia
Lis Tatin Hernidatiatin
Universitas Swadaya Gunung Jati
Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Veterinary

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Pengaruh Influencer Marketing dan Customer Review terhadap Keputusan Pembelian Ulang Produk Kosmetik Lip Cream TimePhoria di Shopee Nadia Salsabila; Lis Tatin Hernidatiatin
Jurnal Ilmu Multidisiplin Vol. 5 No. 1 (2026): Jurnal Ilmu Multidisplin (April - Mei 2026)
Publisher : Green Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jim.v5i1.1957

Abstract

Tujuan dari penelitian ini adalah untuk melihat bagaimana ulasan konsumen dan Influencer Marketing berdampak pada keputusan konsumen untuk membeli kembali lip cream kosmetik TimePhoria di Shopee. Perubahan perilaku konsumen dalam mendapatkan informasi tentang produk telah disebabkan oleh perkembangan e-commerce dan media sosial. Menggunakan metode survei, penelitian ini menggunakan pendekatan kuantitatif. 120 orang yang disurvei membeli ulang lip cream TimePhoria di Shopee. Analisis data dilakukan dengan menggunakan perangkat lunak SPSS. Uji validitas, reliabilitas, asumsi klasik, analisis regresi linear berganda, koefisien determinasi, uji t, dan uji F digunakan. Hasil penelitian menunjukkan bahwa pengaruh pemasaran berpengaruh positif dan signifikan terhadap keputusan pembelian ulang, Review konsumen juga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang, dan keduanya berpengaruh signifikan terhadap keputusan pembelian ulang secara bersamaan. Menurut nilai koefisien determinasi, kedua variabel independen dapat bertanggung jawab atas sebagian besar perbedaan dalam keputusan pembelian ulang pelanggan. Penelitian ini menemukan bahwa pelanggan yang menggunakan platfrom e-commerce dapat membuat keputusan yang lebih baik untuk membeli produk kosmetik lagi jika mereka mengelola ulasan pelanggan yang baik dan strategi pemasaran melalui Influencer.
The Influence of Brand Image and Brand Awareness on the Decision to Purchase an iPhone in Cirebon Fardan Walidina; Lis Tatin Hernidatiatin
Indonesian Journal Economic Review (IJER) Vol. 6 No. 2 (2026): June
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ijer.v6i2.821

Abstract

This study examines the influence of brand image and brand awareness on the decision to purchase an iPhone in the city of Cirebon. The issue addressed is the shift in consumer behavior, where consumers no longer consider price alone but also psychological factors such as brand image and brand awareness when making purchasing decisions. The objective of this study is to determine the influence of brand image and brand awareness, both individually and collectively, on purchasing decisions. The method used is a quantitative approach with an explanatory research design, employing data collection via a questionnaire administered to 394 iPhone users, and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results indicate that brand image and brand awareness significantly influence purchasing decisions, both partially and simultaneously, with an R-square value of 62.2%, indicating a strong influence. The implications of this study highlight the importance for companies to enhance brand image and brand awareness through effective marketing strategies to drive consumer purchasing decisions, particularly in the premium smartphone market in the Cirebon region.
The Role of Influencer Marketing and E-Word of Mouth on Raecca's Product Purchase Decisions Mayla Azahra; Lis Tatin Hernidatiatin
Interdisciplinary Social Studies Vol. 5 No. 4 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i4.1138

Abstract

The development of digital marketing encourages companies to utilize Influencer Marketing and Electronic Word of Mouth (E-WOM) strategies to influence consumer purchasing decisions. This study aims to analyze the influence of Influencer Marketing and E-WOM on Raecca product purchase decisions. This study uses a quantitative approach with a survey method. Data was collected through the distribution of questionnaires to 143 respondents who were consumers of Raecca products and met the research criteria. Data analysis was performed using multiple linear regression with the help of SPSS software. The results of the study show that Influencer Marketing has a positive and significant effect on the purchase decision of Raecca products. Meanwhile, Electronic Word of Mouth (E-WOM) also has a positive effect on Purchase Decisions, even though the level of significance is at the tolerance limit. Simultaneously, Influencer Marketing and E-WOM have been proven to have a significant influence on Purchase Decisions. The value of the determination coefficient showed that both independent variables were able to explain most of the variation in the Purchase Decision, while the rest were influenced by other factors outside the research model. The findings of this study confirm the importance of the role of Influencer Marketing and E-WOM as digital marketing strategies in shaping consumer purchasing decisions. The results of the research are expected to make a theoretical contribution to the development of marketing science and become practical considerations for companies in designing more effective digital marketing strategies.
The Influence of Green Customers and Content Marketing on Gen Z’s Repurchase Intention for Skintific on TikTok Shop Fifi Firdayanti; Lis Tatin Hernidatiatin
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 2 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah (on Progress)
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/v0az5j94

Abstract

Indonesia's cosmetics sector experienced intense competition in 2025. Despite a remarkable turnover surge, Skintific faced a paradoxical competitiveness decline, signaling weakening retention. This study addresses the research gap concerning post-purchase loyalty among Gen Z by analyzing how Green Customer psychology and Content Marketing drive Repurchase Intention within TikTok Shop. A quantitative, associative design was employed. Data were collected from 150 active Gen Z TikTok Shop users with at least two prior Skintific purchases. The proposed relationships were tested using PLS-SEM. Findings indicate the model explains 61.0% of repurchase intention variance (R² = 0.610). Partially, Green Customer behavior (β = 0.329; p < 0.05) and Content Marketing (β = 0.537; p < 0.05) each exert positive, significant effects. Notably, Content Marketing shows larger practical impact (f² = 0.467) than Green Customers (f² = 0.175). These results confirm that Gen Z's loyalty hinges not only on product sustainability but significantly on interactive, credible digital narratives. Practically, brand management should integrate eco-friendly education into creative content strategies to reduce churn and maintain sustained competitiveness amid dynamic digital trends. 
THE EFFECT OF GREEN MARKETING AND BRAND IMAGE ON THE PURCHASE INTEREST OF AVOSKIN PRODUCTS Aldo Aldiansyah; Lis Tatin Hernidatiatin
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9947

Abstract

The research of green marketing and brand image with purchase interest of Avoskin products. This research uses quantitative methodology with PLS-SEM analysis. Participants in this research are consumers acquainted with Avoskin products. The pool of participants was acquired using purposive sampling, selecting respondents using established standards, totaling 120 participants. Data were gathered with a Likert scale questionnaire. Research results demonstrate that green marketing positively and significantly purchase interest chances of purchasing Avoskin goods. The brand image has been demonstrated to exert a favorable and substantial influence on consumer purchasing interest. Additional data shows green marketing has the most substantial effect on increasing customer purchasing interest. These results underscore the need of adopting sustainable marketing tactics and enhancing brand image to maximize customer purchasing interest in Avoskin goods.
Enhancing Brand Loyalty through Marketing Mix: Consumer Ethnocentrism as Boundary Condition Shiti Aminah; Lis Tatin Hernidatiatin
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.10193

Abstract

This study aims to explain the formation of brand loyalty for the local outdoor product Eiger through the integration of the S-O-R Model and Expectation Confirmation Theory, with the Marketing Mix serving as the stimulus, CBBE and Consumption Satisfaction as mediating mechanisms, and Consumer Ethnocentrism as a moderator variable. The study employs an explanatory quantitative approach with a causal design. Data were collected from 210 Eiger consumers in Cirebon Regency via an online questionnaire and analyzed using PLS-SEM with SmartPLS 4.0 to test the measurement model and structural model. The results indicate that the Marketing Mix significantly influences CBBE, CBBE significantly influences Consumption Satisfaction, and Consumption Satisfaction drives Brand Loyalty. Consumer Ethnocentrism moderates the relationship between CBBE and Consumption Satisfaction but does not moderate the relationship between Consumption Satisfaction and Brand Loyalty. This study contributes by integrating CBBE as a mediator in the S-O-R Model and revealing the asymmetric moderating role of Consumer Ethnocentrism. The findings confirm that national identity strengthens consumer satisfaction with local brands, but loyalty remains dependent on product performance and the quality of the experience. Local brands need to focus their strategies on optimizing the Marketing Mix to strengthen CBBE and consumer satisfaction. The sentiment “Proudly Made in Indonesia” is effective in supporting satisfaction, yet long-term loyalty is more determined by product quality, innovation, and functional superiority. This study is limited to a single region, employs a cross-sectional design, and relies on self-report data. Future research is recommended to expand the regional and brand contexts, utilize longitudinal approaches and mixed-methods, and incorporate additional behavioral and psychological variables.
The Role of Influencer Credibility and Flash Sales in Driving Purchase Decisions among TikTok Live Consumers Melinda Affrina Saputri; Lis Tatin Hernidatiatin
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The purpose of this study is to examine how consumer purchasing decisions regarding the TikTok Live feature in Cirebon City are influenced by influencer credibility and flash sales. PLS-SEM analysis is used in this study's quantitative methodology. Customers who have interacted or completed transactions via live streams on the TikTok platform are the study's participants. Purposive sampling was used to gather the research sample, which consisted of 140 participants and predetermined respondent criteria. A Likert scale was used in a questionnaire to gather data. The findings show that consumer purchasing decisions on TikTok Live are positively and significantly impacted by influencer credibility. Additionally, it was discovered that flash sale tactics significantly and favorably affected consumer purchasing decisions. Additional data indicates that the flash sale strategy has the strongest effect on increasing customer purchasing decisions. These results underscore the importance for digital marketers to prioritize the implementation of strategic limited-time promotions supported by the selection of credible influencers to maximize consumer purchasing decisions within the live commerce ecosystem.
The Influence of Influencer Marketing, Brand Image and Electronic Word of Mouth on Emina Skincare Purchase Decisions in Generation Z in Cirebon City Nina Mulyasari; Lis Tatin Hernidatiatin
Jurnal Manajemen (Edisi Elektronik) Vol. 17 No. 2 (2026): Jurnal Manajemen (Edisi Elektronik)
Publisher : UPT Jurnal & Publikasi Ilmiah SPs Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jm-uika.v17i2.22858

Abstract

This study examines the influence of influencer marketing, brand image, and electronic word of mouth (e-WOM) on purchasing decisions for Emina skincare products among Generation Z consumers in Cirebon City. Using a quantitative associative approach, data were collected through questionnaires from 200 respondents and analyzed using multiple linear regression. The findings indicate that influencer marketing, brand image, and e-WOM each have a positive and significant effect on purchasing decisions, both partially and simultaneously (p < 0.05). Among these variables, brand image emerges as the most dominant factor, followed by e-WOM and influencer marketing. The coefficient of determination shows that the three variables explain a substantial proportion of variation in purchasing decisions (R² ≈ 0.85), indicating a strong explanatory power of the model. These results suggest that purchasing decisions among Generation Z are shaped not only by promotional exposure through influencers but also by brand credibility and peer-generated online information. This study contributes contextually by providing empirical evidence from a medium-sized city and focusing on a local skincare brand, offering insights into how digital marketing strategies operate among Generation Z consumers outside major metropolitan areas.
The Influence of Influencer Marketing and Customer Confidence on the Decision to Purchase Facetology Sunscreen on Shopee E-Commerce Novi Amaria Telaumbanua; Lis Tatin Hernidatiatin
Jurnal Manajemen (Edisi Elektronik) Vol. 17 No. 3 (2026): Jurnal Manajemen (Edisi Elektronik)
Publisher : UPT Jurnal & Publikasi Ilmiah SPs Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jm-uika.v17i3.23008

Abstract

This study aims to examine the influence of influencer marketing and customer confidence on consumers’ purchase decisions for Facetology sunscreen products on the Shopee e-commerce platform. The research employs a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to analyze the relationships among variables. Data were collected through questionnaires distributed to 120 Shopee users who had been exposed to digital reviews and promotional content related to the product. The results indicate that influencer marketing has a positive and statistically significant effect on purchase decisions (β = 0.274; p = 0.027). Meanwhile, customer confidence shows a stronger positive and significant influence on purchase decisions (β = 0.649; p < 0.001). These findings suggest that consumer trust plays a more dominant role compared to promotional influence in shaping purchasing behavior in online marketplaces. Furthermore, the structural model demonstrates a strong explanatory power, with an R² value of 0.797, indicating that 79.7% of the variance in purchase decisions can be explained by influencer marketing and customer confidence, while the remaining 20.3% is influenced by other factors not examined in this study. Overall, the study highlights that although influencer-based promotional strategies contribute to shaping consumer behavior, strengthening consumer confidence remains a crucial factor in driving purchase decisions for beauty products in e-commerce environments. These findings provide practical implications for digital marketing strategies, particularly in building consumer trust to enhance online purchasing outcomes.
Co-Authors Albert Faber Aldo Aldiansyah Andien Muhzianareva Anita Putri Lianie Aolia Ihsan Romadona Ela Anatasya Hutabarat Fahad Rizky Wiguna Fardan Walidina Fifi Firdayanti Fitriyah Nurjanah Hammam Fadillah Azka Iona Shabihah Maulana Harbi Mayla Azahra Melinda Affrina Saputri Muchamad Allamin Nadia Salsabila Nina Mulyasari Noveria Susijawati Novi Amaria Telaumbanua Rezaldy Al Rahman Shelomita Shelomita Shiti Aminah Tesya Che Chilia Tintania Syalsa Zahera