Articles
<![CDATA[Studi komparatif engagement rate konten kecantikan berdasarkan tier influencer TikTok: nano, micro, macro, mega ]]>
<![CDATA[Revalina Renata]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.7, No.1 (2026): June 2026 ]]>
Publisher : <![CDATA[Universitas Widya Mataram ]]>
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DOI: 10.37631/ebisma.v7i1.2329
<![CDATA[TikTok has become one of the primary platforms for influencer marketing strategies among beauty brands in Indonesia. However, the assumption that mega influencers always generate the highest engagement has not been widely tested empirically. This study compares the engagement rate (ER) of beauty content across four influencer tiers, namely nano, micro, macro, and mega influencers on Indonesian TikTok. Data were collected through non-participant observation of 120 videos from 12 accounts using purposive sampling. Data analysis was conducted using the Kruskal-Wallis test and post hoc Mann-Whitney test with Bonferroni correction. The results revealed a significant difference in ER among the four influencer tiers (H = 17.311; p = 0.001; ε² = 0.145). Macro influencers had the highest mean ER (11.634%) and differed significantly from all other tiers. In contrast, mega influencers were not consistently superior, while nano influencers were not found to have the lowest ER. Mega influencers also showed the most consistent performance, indicated by the lowest coefficient of variation (48.3%). Theoretically, these findings indicate that the relationship between follower count and engagement is not linear within TikTok's algorithm-driven ecosystem. This study provides empirical insights for beauty brands in selecting influencer tiers according to campaign objectives on TikTok.]]>
<![CDATA[Peran kepercayaan dalam memediasi dampak konten afiliasi TikTok terhadap niat membeli secara digital ]]>
<![CDATA[Marsa Azrani]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.7, No.1 (2026): June 2026 ]]>
Publisher : <![CDATA[Universitas Widya Mataram ]]>
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DOI: 10.37631/ebisma.v7i1.2335
<![CDATA[The rise of artificial intelligence (AI)-generated affiliate content on TikTok raises an unanswered question: to what extent can such content build user trust and drive purchase intention. This study examines the role of AI-produced affiliate content on Generation Z's purchase intention, with trust as a mediating variable, focusing on the TikTok account @OctapoLab.AI. A total of 149 Generation Z TikTok users in Surabaya were selected through purposive sampling and analyzed using PLS-SEM with SmartPLS 3. All four hypotheses were supported: AI-produced affiliate content had a positive and significant effect on trust (β = 0.547; T = 6.270; p < 0.001); trust had a positive and significant effect on purchase intention (β = 0.498; T = 7.507; p < 0.001); AI-produced affiliate content also positively and significantly influenced purchase intention (β = 0.367; T = 4.050; p < 0.001); and trust partially mediated the relationship between the two (β = 0.272; T = 4.119; p < 0.001). These findings indicate that accurate and consistent information quality can build consumer trust in AI-produced affiliate content. Digital creators are encouraged to prioritize information quality when designing AI-based affiliate strategies.]]>
<![CDATA[Tampilan Feed Instagram sebagai Mediasi antara Social Media Marketing dan Purchase Intention ]]>
<![CDATA[Anannda Lailatul Fauziah]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 16 No. 1: April 2026 ]]>
Publisher : <![CDATA[Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia ]]>
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DOI: 10.34010/jurisma.v16i1.19776
<![CDATA[Digital marketing via Instagram indicates that high levels of Social Media Marketing activity do not always lead to an increase in Purchase Intention. This suggests the influence of other factors, particularly visual aspects reflected in the Instagram feed as a representation of the brand. This study aims to analyze the influence of Social Media Marketing on Purchase Intention and to test the role of the Instagram feed as a mediating variable in this relationship. A quantitative approach was employed using a survey method involving 110 respondents who are Instagram users and follow the Kopi Kenangan account. Data were collected via a questionnaire and analyzed using the PLS-SEM method. The results indicate that Social Media Marketing has a positive and significant influence on Purchase Intention as well as on the Instagram feed’s visual presentation. The Instagram feed appearance also has a significant effect on Purchase Intention and acts as a mediating variable in the research model. These findings confirm that the Instagram feed appearance functions not only as an aesthetic element but also as a visual mechanism that reinforces the influence of marketing activities on consumer responses. This study contributes by positioning feed management as part of a visual marketing strategy within the framework of Social Media Marketing. Keywords: Social Media Marketing; Instagram Feed Appearance; Purchase Intention; Visual Marketing; Mediation]]>
<![CDATA[The Influence of User Interface, User Experience and User Trust on Purchase Intention ]]>
<![CDATA[Hafidzah Aryani]]>;
<![CDATA[Ratih Amelia]]>;
<![CDATA[Bethani Suryawardani]]>
<![CDATA[ Journal of Digital Business and Innovation Management Vol. 5 No. 1 (2026): June 2026 ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jdbim.v5i1.77487
<![CDATA[This study aims to examine the influence of User Interface, User Experience, and User Trust on Purchase Intention on the Surabaya Buyer e-Peken Application. The research method uses a quantitative approach with data collected through a five-point Likert scale online questionnaire survey, which will be collected from 196 respondents based on the Lameshow formula calculation. The analysis technique used is Structural Equation Modeling Partial Least Square (SEM-PLS) through SmartPLS software version 4. The results show that User Interface has a positive and significant influence on Purchase Intention with a p-value of 0.001. User Trust also has a positive and significant influence on Purchase Intention with a p-value of 0.00. Conversely, User Experience is not proven to have a significant effect on Purchase Intention with a p-value of 0.218. This indicates that interface quality and user trust are the main determining factors in driving consumer purchasing interest on local government e-commerce platforms, while user experience has not been proven to have a significant direct impact on Purchase Intention on the Surabaya e-Peken Application.]]>
<![CDATA[The Effect of Customer Behavior and Social Presence in TikTok Live Shopping on Purchase Intention, With Customer Trust A Mediator ]]>
<![CDATA[Desi Kumala Sari Desi]]>;
<![CDATA[Ratih Amelia]]>;
<![CDATA[Nur Pratiwi]]>
<![CDATA[ Journal of Digital Business and Innovation Management Vol. 5 No. 1 (2026): June 2026 ]]>
Publisher : <![CDATA[Universitas Negeri Surabaya ]]>
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DOI: 10.26740/jdbim.v5i1.77522
<![CDATA[The research aims to analyze the influence of Customer Behavior and Social Presence on Purchase Intention in TikTok Live Shopping, with Customer Trust as the mediating variable. This research was motivated by the phenomenon of the gap between high user engagement and low purchase conversion in live commerce, given Indonesia’s position as the biggest TikTok user country in the world. Using a quantitative approach grounded in the Stimulus-Organism-Response (S-O-R) theory, data were collected from 336 undergraduate students at the Faculty of Economics and Business, UNESA, through cluster sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The results indicate that Customer Behavior and Social Presence have a positive and significant influence on Purchase Intention, directly and through the mediation of Customer Trust. These findings indicate that Customer Trust acts as a significant mediating mechanism linking consumer behavior and social presence to purchase intention in the social commerce ecosystem.]]>
<![CDATA[Analysis of Young Consumer Loyalty Strategies in the Culinary Business through the SWOT–TOWS Approach and Interpretive Structural Modeling (ISM) ]]>
<![CDATA[Siti Zuliani]]>;
<![CDATA[M. Gibran Rifka Pramudia]]>;
<![CDATA[Ratih Amelia]]>;
<![CDATA[Hujjatullah Fazlurrahman]]>;
<![CDATA[Dana Azizah Rahmat]]>
<![CDATA[ Petra International Journal of Business Studies Vol. 9 No. 1 (2026): JUNE 2026 ]]>
Publisher : <![CDATA[Master of Management, School of Business and Management, Petra Christian University ]]>
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DOI: 10.9744/petraijbs.9.1.44-57
<![CDATA[In the digital era, building Generation Z customer loyalty has become a major challenge for culinary businesses due to rapidly changing consumer behavior and the strong influence of social media. This study aims to formulate priority strategies for strengthening young consumer loyalty through an integrated SWOT–TOWS and Interpretive Structural Modeling (ISM) approach. A case study was conducted at Mie ABC using digital audits, field observations, and interviews with business stakeholders and consumers aged 17–25 years. The SWOT–TOWS analysis generated sixteen strategic alternatives, which were further analyzed using ISM and MICMAC to identify hierarchical relationships and strategic priorities. The results indicate that customer feedback utilization, TikTok virality, recipe consistency, and product quality are key drivers in building loyalty. Furthermore, all strategic elements demonstrate high interdependence, suggesting that loyalty is shaped through the synergy of digital marketing, operational excellence, customer experience, and community engagement. These findings provide valuable insights for developing long-term loyalty strategies among young consumers. This study contributes an integrated SWOT–ISM framework and provides practical guidance for culinary SMEs seeking sustainable customer loyalty in a digital marketplace.]]>
<![CDATA[Pengaruh Video Content Marketing dan Storytelling di Tiktok terhadap Purchase Decision melalui Consumer Preference Brand Wardah di Surabaya ]]>
<![CDATA[Khalisa Adhanaiya Prabadinalar Sentika]]>;
<![CDATA[Ratih Amelia]]>;
<![CDATA[Hujjatullah Fazlurrahman]]>;
<![CDATA[Ika Diyah Candra Arifah]]>
<![CDATA[ Indonesia Economic Journal Vol. 2 No. 2 (2026): JULI-DESEMBER ]]>
Publisher : <![CDATA[Indo Publishing ]]>
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DOI: 10.63822/tjspg157
<![CDATA[Perkembangan media sosial telah mengubah strategi pemasaran industri kecantikan, sehingga perusahaan dituntut mampu menciptakan konten yang informatif, menarik, dan membangun hubungan emosional dengan konsumen. Video content marketing dan storytelling menjadi strategi yang dinilai efektif dalam membentuk preferensi konsumen serta memengaruhi keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh video content marketing dan storytelling terhadap purchase decision melalui consumer preference pada konsumen produk Wardah di Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 386 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa video content marketing tidak berpengaruh signifikan terhadap purchase decision, tetapi berpengaruh positif dan signifikan terhadap consumer preference. Storytelling berpengaruh positif dan signifikan terhadap consumer preference maupun purchase decision. Selain itu, consumer preference berpengaruh positif dan signifikan terhadap purchase decision, namun tidak terbukti memediasi pengaruh video content marketing maupun storytelling terhadap purchase decision. Temuan ini menunjukkan bahwa strategi pemasaran digital yang efektif tidak hanya bergantung pada penyampaian informasi melalui konten video, tetapi juga pada kemampuan storytelling dalam membangun keterlibatan emosional dan preferensi konsumen. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk mengoptimalkan strategi pemasaran digital melalui pengembangan konten video dan storytelling yang relevan dengan karakteristik target konsumen guna meningkatkan daya saing merek di industri kecantikan.]]>
<![CDATA[Pengaruh Penggunaan Chatbot dan Kepercayaan Konsumen Terhadap Minat Beli Konsumen Pada ShopeePT Renjana Adika Nusantara ]]>
<![CDATA[Siti Amina]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ Indonesian Journal of Islamic Economics and Business Vol. 11 No. 1 (2026): Indonesian Journal of Islamic Economics and Business ]]>
Publisher : <![CDATA[Fakultas Ekonomi dan Bisnis Islam UIN STS Jambi ]]>
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DOI: 10.30631/ijoieb.v11i1.6128
<![CDATA[This study aims to analyze the effect of chatbot usage and customer trust on consumers’ purchase intention at Shopee PT Renjana Adika Nusantara. This research employed a quantitative method with descriptive and associative approaches. The sampling technique used purposive sampling with a total of 120 respondents who met the research criteria. Data were analyzed using the Partial Least Squares (PLS-SEM) method with the assistance of SmartPLS software. The results indicate that chatbot usage has a positive and significant effect on consumers’ purchase intention, suggesting that ease of obtaining information, responsiveness, and service effectiveness through chatbot features can increase consumers’ intention to purchase. Meanwhile, customer trust does not have a significant effect on purchase intention, indicating that trust in chatbot services has not become the primary factor influencing purchasing decisions. Furthermore, the research model shows moderate explanatory power, where chatbot usage and customer trust explain 50.6% of the variance in purchase intention, while the remaining 49.4% is influenced by other factors outside this study. The novelty of this research lies in examining the role of chatbot usage and customer trust in influencing purchase intention within the Shopee platform context at PT Renjana Adika Nusantara. These findings imply that companies should improve chatbot service quality to create a better consumer shopping experience.]]>
<![CDATA[Impact of Perceived Usefulness on Actual Chatbot System Usage: An Attitude Toward Using Mediation Approach on Shopee E-commerce ]]>
<![CDATA[Muhammad Nauval Daffa Agresdiant]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026) ]]>
Publisher : <![CDATA[SAFE-Network ]]>
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DOI: 10.37034/infeb.v8i2.1438
<![CDATA[The rapid growth of e-commerce in Indonesia, driven by internet penetration reaching 229.4 million users in 2025, has intensified marketplace competition with Shopee maintaining its dominant position. While chatbot AI has become a critical customer service interface in e-commerce platforms, its mere presence does not guarantee actual use by all users. This study aims to examine the influence of Perceived Usefulness on Actual System Usage of Shopee's chatbot, with Attitude Toward Using as a mediating variable, within the Technology Acceptance Model framework. A quantitative explanatory approach was employed, involving 190 Shopee chatbot users in East Java selected through purposive sampling. Data were collected via an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling with SmartPLS 3, including bootstrapping with 5,000 resamples for mediation testing. All four hypotheses were supported. PU significantly influences ATU (β = 0.623; p < 0.001) and ASU directly (β = 0.265; p = 0.003). ATU significantly influences ASU (β = 0.540; p < 0.001). ATU partially mediates the PU–ASU relationship with an indirect effect of 0.336 and VAF of 55.9%, confirming complementary partial mediation. The model explains 54.0% of ASU variance. ATU serves as the dominant mediating mechanism through which PU influences actual chatbot usage, with more than half of PU's total effect on ASU operating through positive attitude formation. These findings underscore the strategic importance of affective user experience design alongside functional improvements in e-commerce chatbot development.]]>
<![CDATA[The Effect of Generative AI-Based Content Quality on Purchase Intention: A Study on TikTok Users ]]>
<![CDATA[Muhammad Alfito Danuarta]]>;
<![CDATA[Ratih Amelia]]>
<![CDATA[ Jurnal Informatika Ekonomi Bisnis Vol. 8, No. 2 (June 2026) ]]>
Publisher : <![CDATA[SAFE-Network ]]>
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DOI: 10.37034/infeb.v8i2.1439
<![CDATA[This study empirically examines the direct influence of Generative AI and content creation on purchase intention among TikTok users in Indonesia. Grounded in the Stimulus-Organism-Response theory, GenAI and content creation are positioned as digital marketing stimuli that shape consumer behavioral responses. Using a quantitative approach with an explanatory research design, data were collected via an online questionnaire distributed to Generation Z and Millennial users in East Java who had been exposed to AI-assisted promotional content on TikTok. A total of 169 valid respondents were obtained through purposive sampling. Multiple linear regression analysis was employed after confirming validity, reliability, and classical assumption tests. Results indicate that GenAI (β = 0.893, t = 16.673, p < 0.001) and content creation (β = 0.357, t = 5.088, p < 0.001) both significantly and positively influence purchase intention, explaining 78.3% of its variance (Adjusted R² = 0.783). GenAI emerged as the dominant predictor (Beta = 0.737). This study contributes to the digital marketing literature by simultaneously testing two variables previously examined in isolation within the short-video platform context of TikTok.]]>
