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All Journal Takuana: Jurnal Pendidikan, Sains, dan Humaniora Goliterati Management Review Open Access DRIVERset
Mitang, Berno B.
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Pengaruh Perceived Ease of Use dan Experience shopping terhadap Intention to buy dengan Perceived Usefulness sebagai Variabel Mediasi Nahas, Maria Liliana Seran; Mitang, Berno B.; Huda, Nurul; Manek, Aquidowaris
Takuana: Jurnal Pendidikan, Sains, dan Humaniora Vol. 2 No. 2 (2023): Takuana, Oktober 2023
Publisher : MAN 4 Kota Pekanbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56113/takuana.v2i2.82

Abstract

This research aims to determine the influence of Perceived Ease of Use and Experience shopping on buying intention in the Indonesian KK Marketplace by adding Perceived Usefulness as a mediating variable. The research method used is quantitative with the SEM PLS approach. The measuring instrument used is a questionnaire, then the data is processed using the SmartPLS program. The results of this research show that Perceived Ease of Use and Experience shopping has no effect on intention to buy, Perceived Ease of Use and Experience shopping have a significant effect on Perceived Usefulness, and Perceived Usefulness can mediate Perceived Ease of Use and Experience shopping can mediate intention to buy.
The Influence of Social Media Influencers and E-WOM on Purchase Intention: The Mediating Role of Brand Trust Aba, Lidwina A.; Mitang, Berno B.
Goliterati Management Review Vol. 1 No. 1 (2026): Strategic Dynamics in Emerging Markets: Psychological Mechanisms in Consumer Be
Publisher : PT Literati Global Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66452/702785

Abstract

Purpose: This study examines brand trust as a mediating mechanism linking social media influencers and electronic word-of-mouth (e-WOM) to purchase intention for cosmetics products among Indonesian Gen Z consumers, addressing theoretical gaps in process-oriented digital marketing research. Method/Approach: Survey data from 75 business students at Universitas Timor were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Direct and indirect effects were tested through bias-corrected bootstrapping procedures with 5,000 resamples following contemporary mediation analysis best practices. Findings: Influencers (β = 0.445, p < .001) and e-WOM (β = 0.460, p < .001) significantly predicted brand trust. Brand trust strongly predicted purchase intention (β = 0.550, p < .001). Direct effects of influencers and e-WOM on purchase intention were non-significant. Brand trust fully mediated both relationships (indirect effects: 0.245 and 0.253, p < .05), with 60-77% variance mediated. Limitations: Cross-sectional design limits causal inference. Small sample size (n = 75) may affect generalizability. Future research should employ longitudinal designs with larger samples (n > 200) across diverse product categories and regions. Implications: Cosmetics brands should prioritize trust-building through authentic influencer partnerships and genuine e-WOM cultivation rather than direct sales promotions. Trust-first strategies prove more effective than sales-first tactics in emerging digital markets. Contribution: First study quantifying full mediation mechanism in Indonesian Gen Z cosmetics context, extending social cognitive theory and trust-based mediation frameworks to emerging market digital marketing, demonstrating trust as prerequisite for behavioral outcomes.
The Influence of Social Media Influencers and E-WOM on Purchase Intention: The Mediating Role of Brand Trust Aba, Lidwina A.; Mitang, Berno B.
Goliterati Management Review Vol. 1 No. 1 (2026): Strategic Dynamics in Emerging Markets: Psychological Mechanisms in Consumer Be
Publisher : PT Literati Global Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66452/702785

Abstract

Purpose: This study examines brand trust as a mediating mechanism linking social media influencers and electronic word-of-mouth (e-WOM) to purchase intention for cosmetics products among Indonesian Gen Z consumers, addressing theoretical gaps in process-oriented digital marketing research. Method/Approach: Survey data from 75 business students at Universitas Timor were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Direct and indirect effects were tested through bias-corrected bootstrapping procedures with 5,000 resamples following contemporary mediation analysis best practices. Findings: Influencers (β = 0.445, p < .001) and e-WOM (β = 0.460, p < .001) significantly predicted brand trust. Brand trust strongly predicted purchase intention (β = 0.550, p < .001). Direct effects of influencers and e-WOM on purchase intention were non-significant. Brand trust fully mediated both relationships (indirect effects: 0.245 and 0.253, p < .05), with 60-77% variance mediated. Limitations: Cross-sectional design limits causal inference. Small sample size (n = 75) may affect generalizability. Future research should employ longitudinal designs with larger samples (n > 200) across diverse product categories and regions. Implications: Cosmetics brands should prioritize trust-building through authentic influencer partnerships and genuine e-WOM cultivation rather than direct sales promotions. Trust-first strategies prove more effective than sales-first tactics in emerging digital markets. Contribution: First study quantifying full mediation mechanism in Indonesian Gen Z cosmetics context, extending social cognitive theory and trust-based mediation frameworks to emerging market digital marketing, demonstrating trust as prerequisite for behavioral outcomes.
Co-Authors Aba, Lidwina A. Manek, Aquidowaris Nahas, Maria Liliana Seran Nurul Huda