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All Journal Jurnal Insan Pendidikan dan Sosial Humaniora THE COMMERCIUM
Herma Retno Prabayanti
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Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : THE COMMERCIUM

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PENGARUH KONTEN REVIEW DI TIKTOK SEBAGAI E-WOM TERHADAP PERILAKU IMPUSIVE BUYING PRODUK BASRENG Ma'rifatul Ilmi; Herma Retno Prabayanti
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.65623

Abstract

Seiring berjalannya zaman, media sosial berkembang sangat pesat dari tahun ke tahun. Adanya media sosial dapat dengan mudah mengakses informasi yang cukup banyak. Platform Tiktok menjadi salah satu media sosial yang popular sebagai sarana berbagi informasi, termasuk dalam bentuk review produk, yang dapat mempengaruhi pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth (E-WOM) pada konten review di Tiktok terhadap perilaku Impulsive Buying pada produk basreng. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada 400 responden yang merupakan pengguna aktif TikTok dan memiliki pengalaman dalam membeli produk basreng. Analisis data dilakukan dengan menggunakan teknik regresi linier sederhana untuk menguji pengaruh variabel konten review sebagai e-WOM terhadap perilaku impulsive buying. Hasil penelitian menunjukkan bahwa konten review di TikTok memiliki pengaruh yang signifikan terhadap perilaku impulsive buying produk basreng. Semakin positif dan menarik konten review yang disajikan, semakin besar kecenderungan konsumen untuk melakukan pembelian impulsif.
Pengaruh Cyber Religion Marketing dalam TikTok @am.event terhadap Minat Beli Tiket Pengajian Agama Ustadz Hanan Attaki. Nur Fadhilah, Dila; Herma Retno Prabayanti
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.65980

Abstract

In this digitalization era, social media has become a key medium for disseminating religious messages and marketing activities. The phenomenon of cyber religion utilizes digital platforms like TikTok to distribute religious content widely, while cyber marketing offers an interactive approach that attracts audience attention, particularly generation Z as active social media users. This study aims to analyze the influence of cyber religion marketing conducted by Ayah Amanah event organizer through its TikTok account @am.event on the purchase intention of tickets for Ustadz Hanan Attaki's religious lectures. This research employs a quantitative method by distributing online questionnaires to 100 generation Z respondents, who are followers of the @am.event TikTok account. The linear regression test results show a significant influence with a significance value of 0.00 < 0.05. The hypothesis test reveals that the t-value (8.388) is greater than the t-table value (1.984), meaning Ha is accepted and H0 is rejected. Thus, cyber religion marketing through TikTok @am.event significantly influences the purchase intention for Ustadz Hanan Attaki's religious lecture tickets.
Pengaruh kualitas konten promosi produk skincare terhadap customer engagement (Studi survei pada followers akun instagram @beliacosmetic) Yuliana Lestari; Herma Retno Prabayanti
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.66061

Abstract

This study aims to analyze the effect of the quality of promotional content of skincare products on customer engagement on Instagram @beliacosmetic. The research uses an explanatory quantitative method with 100 respondents selected using purposive sampling technique. The focus of the research is two main indicators, namely efficiency and quality of promotional content, during the period January to March 2024. Data was obtained through a questionnaire measured using a Likert scale with reverse values for positive and negative questions. The results show that content quality has a significant influence on audience cognitive, affective, and behavioral engagement, with the behavioral engagement indicator showing the highest average. Based on the results of regression analysis, efficiency and content quality simultaneously contribute greatly to customer engagement.
Pengaruh Personal Branding Terhadap Brand Equity Produk Deodorant Jennskin Pada Akun TikTok @jennifer.coppen Naflah; Herma Retno Prabayanti
The Commercium Vol. 9 No. 1 (2025): The Commercium
Publisher : Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/tc.v9i1.66085

Abstract

Abstract Personal Branding is one of the effective strategies to build a reputation for someone who is building a brand. This study aims to measure the level of significance of the variable elements, namely Jennifer Coppen's personal branding on her personal Tiktok account, towards the brand equity of Jennskin deodorant products. This study uses a quantitative approach. The population in this study were followers of the TikTok account @jennifer.coppen. The sampling technique in this study used the incidental sampling technique. The total respondents in this study were 400 respondents. Data analysis in this study used simple linear regression analysis with hypothesis testing using the t-test. The results of this study show that personal branding has a positive and significant effect on brand equity of 77.6%. While the remaining 22.4% is the coefficient value from other variables that were not tested in this study. The most dominant indicator of Jennifer Coppen's personal branding variable is the standard indicator, while in the brand equity variable the most dominant indicator is the brand loyalty indicator.
Co-Authors Ma'rifatul Ilmi Milani Eka Erfianah Naflah Nur Fadhilah, Dila Yuliana Lestari