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All Journal Jurnal Mantik Dinasti International Journal of Digital Business Management Journal of Management - Small and Medium Enterprises (SME's) International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Interdisciplinary Social Studies Jurnal Ilmu Multidisplin Indonesian Journal of Advanced Research (IJAR)
Lis Tatin Hernidatiatin, Lis Tatin
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture 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

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The Effect of Digital Marketing and Product Quality on Repurchase Interest In The Originote Skincare Nabilah, Nanda; Nurhapipah, Nurhapipah; Hernidatiatin, Lis Tatin
Dinasti International Journal of Digital Business Management Vol. 5 No. 4 (2024): Dinasti International Journal of Digital Business Management (June - July 2024)
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v5i4.2739

Abstract

Marketing on purchases of The Originote has a huge influence on repurchase interest because in the current era technology such as e-commerce is used, technological advances have had a very significant impact on various aspects of business, including marketing. Support from product quality strengthens consumers' interest in repurchasing The Originote products. This research used a sample of 120 people using the Cochran formula. The results obtained were a sample size of 96 people, and this population was taken from people who used The Originote products. The results of this research show that digital marketing and product quality have a positive and significant influence on interest in repurchasing The Originote products. This research uses validity testing, reliability testing, classical assumption testing, regression analysis, and hypothesis testing.
THE EFFECT OF GREEN MARKETING, BRAND IMAGE, AND E-WOM ON PURCHASING DECISIONS FOR THE BODY SHOP INDONESIA PRODUCTS Agustin, Nengliya; Azzahra, Fairuzzia; Hernidatiatin, Lis Tatin
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 1 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i1.21003

Abstract

This study aims to determine the effect of green marketing, brand image, and e-WOM on purchasing decisions for The Body Shop Indonesia products. The sampling method was purposive; the questionnaire was distributed to 109 respondents. Data analysis using Smart Partial Least square (SmartPLS), by testing the outer model, and inner model. The results showed that green marketing variables had a positive but insignificant effect on purchasing decision variables, while brand image and e-WOM variables had a positive and significant effect on purchasing decision variables. The e-wom variable has the greatest effect on the purchasing decision variable. Keywords: Green Marketing; Brand Image; e-WOM; Purchasing Decision
The Influence of Influencers on Purchasing Decisions with the Mediating Role of Value and Perceived Emotions on Tiktok Live Ramadhan, Maulana; Julianti, Rosita; Hernidatiatin, Lis Tatin
Indonesian Journal of Advanced Research Vol. 4 No. 5 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijar.v4i5.14379

Abstract

This study examines the influence of influencers on purchasing decisions, with perceived value and emotions as mediators, in the context of TikTok Live. Live streaming significantly impacts consumer behavior, requiring influencers to build emotional engagement and deliver product value effectively. Using a quantitative method with an online survey of 180 respondents, data were analyzed with SmartPLS 3. Results indicate that influencers positively and significantly affect purchasing decisions (t = 13.125; p = 0.000). Perceived value and emotions mediate this relationship substantially (t = 4.054 and 2.224; p = 0.000 and 0.027). The F-test confirms a simultaneous significant effect of all variables. This study contributes to digital marketing literature by emphasizing emotional and value-driven mechanisms in influencer-based live-streaming commerce.
The effect of product quality and store atmosphere on customer satisfaction at cirebon coffee chop Aziz, Muhammad Abdul; Agnain, Muhammad; Hermawan, Fery; Hernidatiatin, Lis Tatin
Jurnal Mantik Vol. 9 No. 2 (2025): August: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.v8i6.6464

Abstract

This study aims to analyze the influence of product quality and store atmosphere on customer satisfaction at G.O Coffee Shop in Cirebon. The quality of the products in this study includes eight dimensions, including performance, features, reliability, specification suitability, durability, ease of repair, aesthetics, and quality perception. Meanwhile, store atmosphere is measured through four dimensions, namely exterior, general interior, store layout, and interior display. Customer satisfaction is measured based on the suitability of expectations, interest in returning visits, and willingness to recommend. The research uses a quantitative approach with a correlational descriptive method. A sample of 168 respondents was obtained through purposive sampling techniques and analyzed using multiple linear regression. The results of the study show that both product quality and store atmosphere have a positive and significant effect on customer satisfaction, with product quality having a more dominant influence. These findings support the importance of integrated management between product quality and store atmosphere in shaping a satisfactory customer experience. A strategy that emphasizes the synergy of the two elements is expected to increase customer loyalty and recommendations in the long run
The Influence of Influencer Marketing and Brand Image on the Purchase Decision of Local Make Up Brands in Cirebon City Pasaribu, Lukas Natanael; Fauziah, Erika; Hernidatiatin, Lis Tatin
International Journal of Business, Economics, and Social Development Vol. 6 No. 3 (2025)
Publisher : Rescollacom (Research Collaborations Community)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46336/ijbesd.v6i3.944

Abstract

One of the global trends with the greatest rate of growth is the usage of beauty items, particularly makeup kits. The majority of women prefer to purchase cosmetics from local brands, per Databoks data. In Indonesia, up to 53% of women select native cosmetics, with the remaining 11% favoring foreign products. This demonstrates how well-liked local cosmetic brands are by women. This study concentrates primarily on local brands, particularly Wardah cosmetics made by PT Paragon Technology and Innovation, which has introduced a number of cosmetic goods, out of the numerous makeup brands that are available in the Indonesian beauty industry. Analyzing the impact of influencer marketing, brand perception, and consumer choices on the local beauty company Wardah in Cirebon was the aim of this study. 384 respondents were obtained by applying the Cochran formula because this study took a quantitative approach with an unknown population. Smart-PLS software version 4.0 was utilized for data analysis and structural equation modeling (SEM), while a Likert scale questionnaire was employed to collect primary data. The findings demonstrated that brand image (X2) and influencer marketing (X1) significantly and favorably influenced consumers' decisions to buy local makeup products in Cirebon City (Y).
The Influence of Lifestyle and Fashion Interest on Impulse Buying Behavior on Tiktokshop Lestari, Sephia Dewi; Fatmawati, Taffana Gita; Hernidatiatin, Lis Tatin
Devotion : Journal of Research and Community Service Vol. 5 No. 5 (2024): Devotion: Journal of Community Service
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v5i5.723

Abstract

This study aims to test the variables of Fashion Lifestyle and Interest in Impulse Buying Behavior on TiktokShop Erigo Products for Wiilayah Ciayumajakuning. Using a type of quantitative approach research method and research population, namely Erigo Product Consumers on TiktokShop for the Ciayumajakuning Region with a total of 97 respondents. This Sample Collection Technique uses Non-Probability Sampling. Data Collection Techniques using Questionnaires and data analysis used are multiple regression analysis, and data analysis techniques using SPSS Program version 27. Obtained results that show that Lifestyle on Impulse Buying Behavior does not have a significant influence while Fashion Interest on Impulse Buying Behavior has a significant influence, Lifestyle and Fashion Interest  simultaneously on Impulse Buying Behavior have a significant influence.
Pengaruh Content Marketing dan Brand Image terhadap Keputusan Pembelian Produk Liptint Wardah Shabihah, Iona; Hernidatiatin, Lis Tatin
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.v5i1.1950

Abstract

Penelitian ini bertujuan untuk mengetahui peran content marketing dan brand image dalam memprediksi keputusan pembelian produk liptint Wardah. Populasi penelitian ini adalah konsumen yang telah melakukan pembelian Wardah Moist Dew Tint secara online maupun offline. Teknik sampling yang diterapkan adalah non probability sampling dengan pemilihan berdasarkan sasaran. Untuk mengumpulkan data dalam studi ini, digunakan survei yang dilengkapi dengan kuesioner, dan analisis data dilakukan dengan regresi linear berganda. Hasil penelitian ini menunjukkan bahwa kedua variabel prediktor di atas yakni content marketing dan brand image secara individual memiliki hubungan yang positif dan signifikan dengan keputusan pembelian. Selanjutnya, secara simultan kedua variabel prediktor itu saling berhubungan dengan keputusan pembelian. Penelitian ini mendiskusikan implikasi pada akhir paper ini.
Pengaruh Influencer Marketing dan Customer Review terhadap Keputusan Pembelian Ulang Produk Kosmetik Lip Cream TimePhoria di Shopee Salsabila, Nadia; Hernidatiatin, Lis Tatin
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 Green Marketing and Green Consumers on the Interest in Buying Electric Motorcycles in Cirebon City Allamin, Muchamad; Hernidatiatin, Lis Tatin
Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i3.1086

Abstract

The development of electric motorcycles in Indonesia shows rapid growth until 2023, but has decreased in 2024. This condition indicates that there is a gap between increasing public environmental awareness and the realization of buying interest in environmentally friendly vehicles. One of the factors that is suspected to affect the buying interest is the implementation of Green Marketing by the company and the characteristics of Green Consumer in consumers. This research aims to analyze the influence of Green Marketing and Green Consumer on the Interest in Buying Electric Motorcycles in the community in Cirebon City, both partially and simultaneously. This research uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). Data were collected through a Likert scale questionnaire to 115 respondents who were selected using purposive sampling techniques. The results of the study show that Green Marketing has a positive and significant effect on the Buying Interest of electric motorcycles, as well as Green Consumers which also have a positive and significant effect. Simultaneously, Green Marketing and Green Consumer were able to explain 69.6% of the variation in Buying Interest, with Green Marketing having a more dominant influence. The results of this study show that an effective green marketing strategy, supported by consumer environmental awareness, plays an important role in increasing buying interest in electric motorcycles.
The Influence of Live Streaming and Online Customer Reviews on Purchase Decisions on Tiktok Shop Muhzianareva, Andien; Hernidatiatin, Lis Tatin
Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i3.1092

Abstract

The development of social media–based e-commerce is driving changes in customer behavior when shopping. One example is TikTok Shop, which relies on live streaming and online customer reviews. However, differences remain in the level of consumer confidence when making purchasing decisions. Therefore, this study aims to analyze the influence of Live Streaming and Online Customer Reviews on Purchase Decisions on TikTok Shop. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). The research sample consisted of 120 respondents who were TikTok Shop users and had purchased products, watched live streams, and read product reviews. SmartPLS was used to analyze data collected through questionnaires using a Likert scale. The results of the study show that Live Streaming has a positive and significant effect on purchase decisions, with a coefficient of 0.572. In addition, Online Customer Reviews have a positive and significant effect, with a coefficient of 0.370 on purchase decisions. Both variables simultaneously account for 78.8% of the variation in purchase decisions. The results indicate that the interactive experience provided through live streaming and the information derived from consumer reviews are important factors in purchase decisions on TikTok Shop. This study is expected to help businesses and platform developers improve their digital marketing strategies, particularly by managing consumer reviews and optimizing live-streaming features.
Co-Authors Agnain, Muhammad Agustin, Nengliya Allamin, Muchamad Azzahra, Fairuzzia Fatmawati, Taffana Gita Fauziah, Erika Hermawan, Fery Julianti, Rosita Lestari, Sephia Dewi Muhzianareva, Andien Nabilah, Nanda Noveria Susijawati Nurhapipah, Nurhapipah Pasaribu, Lukas Natanael Ramadhan, Maulana RR. Ella Evrita Hestiandari Salsabila, Nadia Shabihah, Iona