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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Juita L D Bessie
Program Studi Administrasi Bisnis, Universitas Nusa Cendana Kupang
Economics, Econometrics & Finance

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Social media marketing dynamics in the beauty industry: Analyzing the synergistic effects of content marketing and online customer reviews on Hanasui Product purchase intentions through Tiktok Juita L D Bessie; Diana A N Obe
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 2 (2026): 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.v19i2.27255

Abstract

This study investigates the influence of content marketing and online customer reviews on consumers’ purchase intention toward Hanasui beauty products among followers of the TikTok account @officialhanasui. Adopting a quantitative approach, data were collected from 100 respondents selected through purposive sampling using a structured questionnaire and analyzed using multiple linear regression with SPSS 26. The findings reveal that both content marketing and online customer reviews have positive and significant effects on purchase intention, both individually and jointly. The model demonstrates strong explanatory power, indicating that these two variables account for a substantial proportion of the variation in consumers’ purchase intention. The results suggest that engaging content and credible customer reviews play complementary roles in strengthening consumer confidence and encouraging purchase decisions on social commerce platforms. This study contributes to the growing literature on social media marketing by highlighting the importance of integrating content-driven strategies with user-generated reviews to stimulate consumer purchase intention in the digital beauty market. Future research is encouraged to incorporate additional factors, such as influencer credibility, online customer ratings, and viral marketing, to provide a more comprehensive understanding of consumer behavior on TikTok. Keywords: Content Marketing; Online Customer Review; Purchase Intention
PENGARUH E-SERVICE QUALITY TERHADAP KEPUASAN PENGGUNA APLIKASI GRAB DI KOTA KUPANG Juita L D Bessie; Lea Susanti Taek
Journal of Management Small and Medium Enterprises (SMEs) Vol 16 No 3 (2023): 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.v16i3.9611

Abstract

This study aims to determine and analyze (1) the partial effect of e-service quality (website design, reliability, responsiveness, security/privacy, fulfillment, personalization, information, and empathy) on Grab Application users in Kupang City and (2) the effect of e-service quality (website design, reliability, responsiveness, security/privacy, fulfillment, personalization, information, and empathy) simultaneously on Grab Application users in Kupang City. The number of samples is 100 respondents, and the sampling technique used is purposive sampling. Data was collected using questionnaires. The data analysis techniques used are descriptive quantitative, multiple linear regression analysis, and hypothesis testing through t-tests and F-test using the SPSS 26 application. The results of the descriptive analysis show that the respondents gave a very good perception of the e-service quality implemented by Grab. The results of the t-test and F-test show that, partially and simultaneously, e-service quality (website design, reliability, responsiveness, security/privacy, fulfillment, personalization, information, empathy) has a significant effect on customer satisfaction. Based on the adjusted R2 value, it shows the contribution of the e-service quality variable to customer satisfaction, which is 89.4%, and 10.6% is influenced by other variables outside the focus of this study. The other variable is efficiency, which can be taken into consideration by further researchers in addition to the existing variables. Keywords: e-Service Quality; Website Design; Reliability; Responsiveness; Security/Privacy; Fulfillment; Personalization; Information; Empathy; Customer Satisfaction
Co-Authors Diana A N Obe Lea Susanti Taek