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All Journal Nusantara Community Empowerment Review JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Safira Khoirotunnisa
Universitas Nahdlatul Ulama Sidoarjo
Religion Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Mathematics Social Sciences

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FROM VIRAL TO TRUST: PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH VIRAL MARKETING, INFLUENCER MARKETING, DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION PRODUK GLAD2GLOW DI TIKTOK SHOP Safira Khoirotunnisa; Edita Rachma Kamilah
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 3 No. 4 (2026): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v3i4.11663

Abstract

This study aims to analyze the influence of viral marketing, influencer marketing, and online customer review on purchase intention with brand trust as a mediating variable for Glad2Glow skincare products on TikTok Shop. This research employed a quantitative method using purposive sampling techniques involving 180 respondents who are active TikTok users and follow the official Glad2Glow account. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) through SmartPLS 4.0 software. The results indicate that viral marketing, influencer marketing, and online customer review have a positive and significant effect on brand trust, while influencer marketing and brand trust also have a positive and significant effect on purchase intention. However, viral marketing and online customer review do not have a direct significant effect on purchase intention. In addition, brand trust is proven to mediate the influence of viral marketing, influencer marketing, and online customer review on purchase intention for Glad2Glow products on TikTok Shop. These findings indicate that the success of digital marketing is not only determined by the wide reach of content on social media, but also by the company’s ability to build and maintain consumer trust in the brand.
Revitalisasi Karang Taruna melalui Lomba Edukatif dalam Peringatan HUT ke-80 Republik Indonesia Nabila Febriola Nichlatul Maulah; Evi Mahsunah; M Dimas Alamsyah; M Sandi Arismantoro; M Fiqril Tamyis; Ahmad Jauhar Asrofi; Khusna Nova Elisa; Silvia Amelia Putri; Novi Diksianti; Rahmada Salsabilah Nurul Izzaty; Moch Fikri Aunilla; Ramanda Eko Saputri; Silfy Azzaury; Baqis Fauziah; Safira Khoirotunnisa; Farah Fadiyah; M Ishaqul Hisyam
Nusantara Community Empowerment Review Vol. 4 No. 1 (2026): Nusantara Community Empowerment Review
Publisher : LPPM UNUSIDA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/pxkyrx79

Abstract

Kegiatan pengabdian masyarakat di Desa Jemundo Taman Sidoarjo difokuskan pada penguatan peran Karang Taruna tingkat RT melalui lomba edukatif dalam peringatan HUT ke-80 Republik Indonesia. Kegiatan ini menggunakan pendekatan kualitatif melalui teknik observasi dan wawancara yang melibatkan pemuda Karang Taruna, perangkat desa, serta masyarakat setempat. Data dianalisis secara deskriptif untuk menilai efektivitas program yang dilaksanakan. Hasil kegiatan lomba edukatif, seperti cerdas cermat, mewarnai, dan keterampilan kreatif, menunjukkan peningkatan kesadaran pemuda terhadap lingkungan sekitar, kemampuan komunikasi dengan masyarakat, serta penguatan jiwa kepemimpinan. Selain itu, lomba edukatif dalam rangka peringatan HUT RI mampu membangkitkan kembali minat pemuda untuk aktif berorganisasi. Meskipun pengabdian ini memiliki keterbatasan pada cakupan wilayah, waktu pelaksanaan, dan jenis lomba yang diselenggarakan, kegiatan ini terbukti efektif merevitalisasi peran Karang Taruna di tingkat RT serta memerlukan pengembangan program yang lebih beragam, berkelanjutan, dan didukung lintas pihak. Community service activities in Jemundo Taman Village, Sidoarjo, focused on strengthening the role of the neighborhood association (RT) youth organization (Karang Taruna) through educational competitions in commemoration of the 80th anniversary of the Republic of Indonesia. This activity used a qualitative approach through observation and interview techniques involving Karang Taruna youth, village officials, and the local community. Data were analyzed descriptively to assess the effectiveness of the implemented program. The results of educational competitions, such as quizzes, coloring, and creative skills, showed an increase in youth awareness of the surrounding environment, communication skills with the community, and strengthened leadership skills. In addition, educational competitions in commemoration of the Indonesian Independence Day were able to rekindle youth interest in active organizational activities. Although this service had limitations in terms of area coverage, implementation time, and types of competitions held, this activity proved effective in revitalizing the role of Karang Taruna at the neighborhood association (RT) level and requires the development of more diverse, sustainable programs with cross-stakeholder support.
Co-Authors Ahmad Jauhar Asrofi Baqis Fauziah Edita Rachma Kamilah Evi Mahsunah Farah Fadiyah Khusna Nova Elisa M Dimas Alamsyah M Fiqril Tamyis M Ishaqul Hisyam M Sandi Arismantoro Moch Fikri Aunilla Nabila Febriola Nichlatul Maulah Novi Diksianti Rahmada Salsabilah Nurul Izzaty Ramanda Eko Saputri Silfy Azzaury Silvia Amelia Putri