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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Monex: Journal of Accounting Research Jurnal Ekonomi Manajemen Sistem Informasi BERNAS: Jurnal Pengabdian Kepada Masyarakat International Journal of Business, Economics, and Social Development Jurnal Ekonomi KARYA: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Business Analytics (IJBA) International Journal of Humanities Education and Social Sciences Jurnal Inspirasi Binsis dan Manajemen Prosiding Seminar Nasional Hasil-hasil Penelitian dan Pengabdian Pada Masyarakat Return : Study of Management, Economic and Bussines IIJSE Majapahit Journal of Islamic Finance dan Management Majapahit Journal of Islamic Finance dan Management Journal of Management, Economic, and Financial Asian Journal of Management, Entrepreneurship and Social Science
Rahmadi
University Swadaya Gunung Jati
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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THE EFFECT OF GAMIFICATION AND ONLINE CUSTOMER REVIEW ON PURCHASING DECISION THROUGH E-SERVICE QUALITY ON THE LAZADA E-COMMERCE PLATFORM Muhammad Rasyid Ridlo; Rahmadi Rahmadi
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 2 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i2.9988

Abstract

Indonesia's e-commerce industry is expanding quickly, which has increased rivalry among marketplace platforms, requiring strategies beyond price orientation to sustain consumer engagement and purchasing decisions. Despite growing interest in gamification and online customer reviews as digital marketing tools, empirical evidence on their simultaneous influence on purchasing decisions particularly through the mediating function of e-service quality on the Lazada platform remains scarce in regional Indonesian contexts. This research attempts to examine the effect of gamification and online customer reviews on purchasing decisions with e-service quality as a mediating variable among Lazada users in Cirebon City. A quantitative approach using PLS-SEM was employed with 165 respondents selected through purposive sampling. The results confirm that gamification (β = 0.231, p = 0.001) and online customer reviews (β = 0.513, p = 0.000) have a positive and significant effect on purchasing decisions, with the model demonstrating strong predictive power (R² = 0.684). Most importantly, e-service quality was proven to partially mediate the interaction between gamification and purchasing decisions (indirect effect = 0.086, p = 0.007), in addition to between online customer reviews and purchasing decisions (indirect effect = 0.062, p = 0.018), confirming its critical bridging role in driving consumer purchasing behavior on e-commerce platforms.
Impact Micro influencer Credibility And Brand Authenticity Impact of Consumer Trust in MS Glow Products on TikTok Ravli Agas Syahbani; Rahmadi Rahmadi
International Journal Of Humanities Education and Social Sciences (IJHESS) Vol 6 No 1 (2026): IJHESS AUGUST 2026
Publisher : CV. AFDIFAL MAJU BERKAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55227/ijhess.v6i1.2472

Abstract

This research aims to analyze The Influence of Micro Influencer Credibility and Brand Authenticity on Consumer Trust on MS Glow products on the TikTok platform. Development technology digital has change landscape marketing, make media social media as the main means of building brand communication and influencing consumer behavior. Based on Source Credibility Theory, Brand Authenticity Theory, And Consumer Trust Theory, study This test How micro credibility And Brand Authenticity can build consumer trust, which is an important factor in purchasing decision making. The method used was Partial Least Squares Structural Equation Modeling (PLS-SEM) with data collected through a questionnaire from 154 respondents. Which is users product MS Glow in TikTok. Results analysis shows that both Micro Influencer Credibility and Brand Authenticity have a significant influence on Consumer Trust. The combination of Micro influencer credibility and brand authenticity have been proven to contribute positively to building consumer trust, Which on it's his turn increase decision purchase product in platform social media. This research provides a theoretical contribution in developing an understanding of the influence of influencer credibility and brand authenticity in the context of digital marketing, as well as give implications practical for strategy marketing in platform media social, especially for the local skincare industry.
The Effect of Influencer Credibility and Short-Form Video Ads on Brand Awareness on TikTok Shop Aldi Saputra; Rahmadi
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.945

Abstract

This study aims to investigate and analyze the impact of Influencer Credibility and Short-Form Video Ads on consumer Brand Awareness. The research focuses on TikTok Shop users, representing the dynamics of digital marketing strategies within the contemporary social commerce ecosystem. The applied methodology is quantitative, utilizing both descriptive and verificative approaches. Primary data were collected by distributing questionnaires to 105 respondents, selected through a purposive sampling technique. Data analysis was conducted using a multiple linear regression model to examine the partial and simultaneous effects of the variables. The empirical analysis reveals that Influencer Credibility has a positive and significant impact on the establishment of Brand Awareness. Furthermore, Short-Form Video Ads are proven to have a significant direct effect on enhancing brand awareness. The findings also confirm that, simultaneously, both variables contribute substantially to strengthening the brand's position in the audience's mind. This indicates that the combination of credible information sources and engaging visual content formats acts as a primary determinant in the effectiveness of digital marketing communications. From a managerial perspective, these results suggest that strengthening collaboration strategies with competent influencers and innovating short-form video content are highly crucial for companies to maintain consumer memory retention amidst intense market competition.
The Effect of Influencer Credibility and Short-Form Video Ads on Brand Awareness on TikTok Shop Aldi Saputra; Rahmadi
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.945

Abstract

This study aims to investigate and analyze the impact of Influencer Credibility and Short-Form Video Ads on consumer Brand Awareness. The research focuses on TikTok Shop users, representing the dynamics of digital marketing strategies within the contemporary social commerce ecosystem. The applied methodology is quantitative, utilizing both descriptive and verificative approaches. Primary data were collected by distributing questionnaires to 105 respondents, selected through a purposive sampling technique. Data analysis was conducted using a multiple linear regression model to examine the partial and simultaneous effects of the variables. The empirical analysis reveals that Influencer Credibility has a positive and significant impact on the establishment of Brand Awareness. Furthermore, Short-Form Video Ads are proven to have a significant direct effect on enhancing brand awareness. The findings also confirm that, simultaneously, both variables contribute substantially to strengthening the brand's position in the audience's mind. This indicates that the combination of credible information sources and engaging visual content formats acts as a primary determinant in the effectiveness of digital marketing communications. From a managerial perspective, these results suggest that strengthening collaboration strategies with competent influencers and innovating short-form video content are highly crucial for companies to maintain consumer memory retention amidst intense market competition.
Co-Authors Aang Curatman Abdullah Kafabi Aldi Saputra Amanda Putri Denika Bayu Lesmana Putra Carolin Nurwulan A Cellyndhita Nuranisa Susanto Clarisa Seviani David Fadzillah Fahmi Faturrohman Fahrezi Rachmayandi Ferry Andika Gery Shishi Adella Halli Azzahrotu Ajmal Hasanah Khalaidah Henry Fairuz Widya Dhana Ilham Nur Riszki Setiawan Irul Juliar Rahman Kartono Kartono Medina Rachmadini Muhammad Rasyid Ridlo Pebi Yanti Nobu Aq Ramlah Puji Astuti Ravli Agas Syahbani Reza Febrian Nur Rizki Riki Fernando Ristalia Indy Shalsabila Maudi Firdaus Siska Ernawati Fatimah Sugeng Lubar Prastowo Yono Maulana Maulana Yusuf Yusuf Yusuf Yusuf Zico Subekti