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All Journal Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Syariefful Ikhwan
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Computer Science & IT Decision Sciences, Operations Research & Management

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Pengaruh Content Marketing, Endorsement Review dan Customer Rating terhadap Minat Beli Produk Glad2Glow pada E-Commerce Tiktok Shop : (Studi pada Mahasiswa Universitas Muhadi Setaibudi) Salsa Ainurrohmah; Andi Yulianto; Nur Khojin; Syariefful Ikhwan; Roby Setiadi
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 4 No. 3 (2025): September : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v4i3.5319

Abstract

The rapid growth of e-commerce, particularly through the TikTok Shop platform, has created new dynamics in consumer behavior and presented challenges for businesses in understanding the factors that influence purchase intention, especially among young people who are the most active social media users. This study aims to explore in greater depth the effects of content marketing, endorsement reviews, and customer ratings on purchase intention for Glad2Glow products on TikTok Shop. The research employed a quantitative approach using a survey method involving 180 active students from Universitas Muhadi Setiabudi as respondents. A random sampling technique was applied to ensure the representativeness of the sample, while the research instrument consisted of a questionnaire using a Likert scale ranging from 1 to 10. Data analysis was conducted using multiple linear regression to test the influence of each independent variable on the dependent variable. The findings indicate that, when tested partially, only content marketing had a significant effect on purchase intention, with a significance value of 0.000 (< 0.05), whereas endorsement reviews and customer ratings did not show a significant effect. However, when tested simultaneously, the three variables—content marketing, endorsement reviews, and customer ratings—collectively influenced purchase intention in a significant manner. These results emphasize that content marketing strategies play a crucial role in shaping consumer purchase intention, particularly for local beauty products marketed on interactive digital platforms such as TikTok Shop. The study provides practical implications for businesses to prioritize creative, consistent, and relevant content marketing strategies to enhance product attractiveness and strengthen brand positioning in the competitive beauty industry.
Analisis Hubungan Perceived Quality dan Brand Awareness terhadap Brand Loyalty melalui Brand Image pada Produk Jamu Melydel Siti Tasyakurotul Mubarokah; Syariefful Ikhwan; Slamet Bambang Riono; Dumadi Dumadi; Andi Yulianto
Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis Vol. 4 No. 3 (2025): September : Jurnal Publikasi Sistem Informasi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jupsim.v4i3.5320

Abstract

The Indonesian herbal medicine industry faces major challenges in building sustainable consumer loyalty amid intense competition with modern health products. The main issue lies in the relatively weak brand image and limited competitiveness in terms of packaging, pricing, and product quality consistency, which have prevented consumer loyalty from being fully achieved. This study aims to analyze the influence of perceived quality and brand awareness on brand loyalty through brand image in the case of Jamu Melydel. The research employed a quantitative approach with a descriptive design. The study population consisted of Jamu Melydel customers, with 202 respondents selected using a non-probability sampling technique. Data were collected through observation, questionnaires, and documentation, and analyzed using Structural Equation Modeling (SEM) with AMOS software. The results show that perceived quality has a positive and significant effect on brand image, and brand awareness also has a positive and significant effect on brand image. However, brand image does not significantly affect brand loyalty, while perceived quality also fails to directly influence brand loyalty. In contrast, brand awareness has a positive and significant impact on brand loyalty. Furthermore, brand image does not mediate the relationship between perceived quality or brand awareness and brand loyalty. These findings suggest that brand awareness is the key factor in shaping consumer loyalty toward Jamu Melydel, while brand image and perceived quality remain insufficient to sustain loyalty. The implications of this study highlight the need to strengthen brand awareness strategies, improve brand image, and foster product innovation to enhance the competitiveness of the traditional herbal medicine industry.
Co-Authors Andi Yulianto Dumadi, Dumadi Nur Khojin Riono, Slamet Bambang Roby Setiadi Salsa Ainurrohmah Siti Tasyakurotul Mubarokah