Article Per Year (5 Year)
p-Index From 2021 - 2026
4.713
P-Index
This Author published in this journals
All Journal Journal Of Management Science (JMAS) Bantenese Jurnal Pengabdian Masyarakat Budimas : Jurnal Pengabdian Masyarakat Abdiformatika: Jurnal Pengabdian Masyarakat Informatika Journal of Social Research IJCOSIN : Indonesian Journal of Community Service and Innovation Jurnal Bisnis dan Kewirausahaan Safari : Jurnal Pengabdian Masyarakat Indonesia Journal of Management and Social Sciences Prosiding Seminar Nasional Teknologi Informasi dan Bisnis eProceedings of Management MDP Student Conference Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis SWAGATI: Journal of Community Service Journal of Digital Business Innovation Jurnal Pengabdian Masyarakat Manage Brilliant International Journal of Management and Tourism Journal of Society, Community and Business Development IJCOSIN : Indonesian Journal of Community Service and Innovation Fundamental and Applied Management Journal Jurnal Riset dan Inovasi Manajemen
Chusnul Maulidina Hidayat
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Physics Public Health Social Sciences Transportation Other

Published : 31 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 31 Documents
Search

 1   2   3   4 
Peran PERAN CONSUMER ENGAGEMENT DALAM MEMEDIASI PENGARUH CONTENT MARKETING DAN E-WOM TERHADAP PURCHASE DECISION PRODUK SKINCARE FINALLY FOUND YOU DI TIKTOK SHOP Roshita Amalina; Chusnul Maulidina Hidayat; Imam Adiyana
Jurnal Bisnis dan Kewirausahaan Vol. 22 No. 2 (2026): JBK-Jurnal Bisnis dan Kewirausahaan
Publisher : Politeknik Negeri Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31940/jbk.v22i2.130-141

Abstract

The rapid growth of social commerce through TikTok Shop has changed consumer behavior in making purchase decisions. Content marketing and electronic Word of Mouth (eWOM) are considered important factors in increasing consumer engagement and influencing purchasing decisions in digital environments. This study aims to analyze the effect of content marketing and eWOM on purchase decision through the mediating role of consumer engagement. This study used a quantitative approach with purposive sampling involving 232 TikTok Shop users who had interacted with skincare products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.1. The results indicate that content marketing and eWOM positively and significantly affect consumer engagement and purchase decision. Consumer engagement also significantly affects purchase decision and acts as a mediating variable in the relationship between content marketing and eWOM toward purchase decision. These findings indicate that consumer involvement plays an important role in strengthening digital marketing strategies. Therefore, companies should focus not only on content quality and online reviews but also on creating meaningful interactions to enhance consumer engagement and purchase decisions.
Co-Authors Adi Nugroho, Irfan Afif Darmawan, Defandi Ahmad Fahreza Alexandro Damar Tirta Aswan Munang Azzam, Abyan Naufal Bayu Satrio Wibowo Bella Okta Sari Miranda Chlorita, Stania Esti Ningrum Gilbryan Ibrahim, Ramadhan Graciela Putri Wengkau Heru Cahyo Imam Adiyana Irfan, M.Dzakki Irwan Susanto Joseph Alfred M Reyroso Kurnia Indah Sumunar Lina Fatimah Lishobrina Livia Irene Widianty Magdalena BR Pasaribu, Ichanita Maliana Puspa Arum Marsally, Silvia Van Maulid, Dhijar Mevadianti, Ersya MIFTAHOL ARIFIN, MIFTAHOL Muhammad Eka Purbaya Muhammad Hilman Rusydie Muntahanah, Siti Munthe, Adrian Wismar Pambudi, Muhammad Rizki Paradise Pasaribu, Yulia Rahman Prasetyo Budi Wicaksana Prasetyo Hartanto Raihan Marzo Yudhistira Randikaparsa, Irawan Ratih Windu Arini Rezky Ramadhan B.K, Muh Putra Rivky Evandeto Teguh Afandy Roshita Amalina Selin Lestari Br Karo Silvia Van Marsally Wijanarko, Ramafaiz Yubiharto Yusrina, Farah