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All Journal JURISMA: Jurnal Riset Bisnis & Manajemen Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA)
Ratih Amelia
Universitas Negeri Surabaya
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Studi komparatif engagement rate konten kecantikan berdasarkan tier influencer TikTok: nano, micro, macro, mega Revalina Renata; Ratih Amelia
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.7, No.1 (2026): June 2026
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v7i1.2329

Abstract

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.
Peran kepercayaan dalam memediasi dampak konten afiliasi TikTok terhadap niat membeli secara digital Marsa Azrani; Ratih Amelia
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.7, No.1 (2026): June 2026
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v7i1.2335

Abstract

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.
Tampilan Feed Instagram sebagai Mediasi antara Social Media Marketing dan Purchase Intention Anannda Lailatul Fauziah; Ratih Amelia
JURISMA : Jurnal Riset Bisnis & Manajemen Vol. 16 No. 1: April 2026
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

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
Co-Authors Anannda Lailatul Fauziah Marsa Azrani Revalina Renata