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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Linda Ratna Sari
Universitas Darul Ulum Jombang
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Faktor-Faktor yang Mempengaruhi Minat Beli Skincare Skintific di Tiktok Shop (Studi pada Gen Z Wanita di Kabupaten Jombang) Fadila Cindralia Vinata Putri; Betty Rahayu; Linda Ratna Sari
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/k2z8d955

Abstract

This study aims to analyze the influence of content marketing, brand image, and consumer reviews on the purchase intention of Skintific skincare products through TikTok Shop among Generation Z women in Jombang Regency. The study is motivated by the rapid growth of social commerce, particularly TikTok Shop, as one of the primary digital marketing platforms for skincare products. Consumers' purchase intention is influenced by various factors, including content marketing, brand image, and consumer reviews available on digital platforms. This research employed a quantitative approach using a survey method. The population consisted of Generation Z women in Jombang Regency, totaling 151,971 individuals. A sample of 100 respondents was selected using the Slovin formula with a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The data analysis included validity testing, reliability testing, classical assumption tests, partial significance tests (t-test), simultaneous significance tests (F-test), and the coefficient of determination (R²). The results indicate that, partially, content marketing has no significant effect on the purchase intention of Skintific skincare products through TikTok Shop. In contrast, brand image and consumer reviews have a positive and significant effect on purchase intention. Simultaneously, all three independent variables significantly influence purchase intention, with brand image identified as the most dominant factor. The findings imply that companies should maintain and strengthen their brand image while encouraging positive consumer reviews to enhance purchase intention. Furthermore, content marketing strategies should be continuously evaluated to attract consumers' attention and generate greater purchase interest more effectively.  
Pengaruh Kualitas Produk, Harga, dan Promosi Digital Melalui Tik Tok dan Instragram Terhadap Keputusan Pembelian Konsumen Ayam Phok Phok di Kabupaten Jombang Mochamad Ahsanul Basyari; Linda Ratna Sari; Evan Andarianto Ammaridho
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2q6z7728

Abstract

The intense competition within the domestic culinary business landscape compels entrepreneurs to implement adaptive marketing strategies to attract customers and maintain market share. Consumer purchasing decisions are fundamentally shaped by variables such as product quality, price, and digital promotion via social media. Accordingly, this study aims to examine the influence of product quality, price, and digital promotion on consumer purchasing decisions regarding "Ayam Phok Phok" in Jombang Regency, analyzing these effects both individually and simultaneously. A quantitative explanatory method was employed to test the causal relationships between variables based on a theoretical framework. Data were collected using purposive sampling—distributing questionnaires to consumers meeting specific criteria—and analyzed via multiple linear regression. Empirical findings indicate that, while product quality does not have a significant individual effect, price and social media-based digital promotion exert a positive and significant influence on purchasing decisions. Collectively, the three independent variables were found to significantly impact purchasing decisions. Substantively, price and digital promotion emerged as stronger drivers of consumer behavior. The study's findings are expected to serve as a strategic guide for culinary MSMEs in optimizing their marketing mix to sustainably strengthen consumer purchasing decisions.
Pengaruh Persepsi Keamanan Kemudahan dan Biaya Terhadap Minat Menggunakan Shoope Pay sebagai Metode Pembayaran Online Baktiar Faidianto; Linda Ratna Sari; Betty Rahayu
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 5 (2026): AGUSTUS-SEPTEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/r05ymt56

Abstract

This study aims to analyze the factors that influence the intention to use. The independent variables studied include Perceived Security, Perceived Ease of Use, and Perceived Cost, with Intention to Use as the dependent variable. The results of the regression test show that this research model is statistically significant with an F value of 8064.990 (p < 0.001). Partially, the results of the t-test show that Perceived Security (t = -6.772; p = 0.000), Perceived Ease of Use (t = 32.159; p = 0.000), and Perceived Cost (t = -7.497; p = 0.000) significantly influence Intention to Use. Perceived Security and Perceived Cost have a negative influence on Intention to Use, while Perceived Ease of Use has a positive influence. These findings indicate that user perceptions of security, convenience, and cost are crucial factors in shaping their interest in using a system or service, this makes people experience behavioral changes in carrying out their daily lives which are usually conventional, switching to digital marketing, searching for information to buying and selling transactions being carried out online.
Co-Authors Baktiar Faidianto Betty Rahayu Evan Andarianto Ammaridho Fadila Cindralia Vinata Putri Mochamad Ahsanul Basyari