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All Journal International Journal Multidisciplinary International Journal of Artificial Intelligence for Digital Marketing
Yani , Muhammad
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Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Medicine & Pharmacology Physics

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ANALYSIS OF THE CONTENT MARKETING, INFLUENCER MARKETING, BRAND IMAGE AND PRICE PERCEPTION ON PURCHASE DECISIONS FOR WARDAH SKINCARE PRODUCT ON THE TIKTOK Maretha , Sindy Diva; Yani , Muhammad; Nugroho , Tofan Tri
International Journal Multidisciplinary (IJMI) Vol. 1 No. 3 (2024): International Journal Multidisciplinary (IJMI)
Publisher : Antis-Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijmi.v1i3.185

Abstract

General Background: Effective digital marketing strategies are crucial for influencing consumer purchasing decisions in the skincare industry. Specific Background: Despite the rise of TikTok as a marketing platform, understanding the relative impact of content marketing, influencer marketing, brand image, and price perception on purchasing decisions remains underexplored. Knowledge Gap: Previous studies have not sufficiently addressed the specific role of these factors within the context of TikTok for skincare products. Aims: This research aims to evaluate the influence of content marketing, influencer marketing, brand image, and price perception on the purchasing decisions of Wardah skincare products on TikTok. Results: Utilizing a quantitative approach with a sample of 100 Wardah skincare buyers and/or TikTok followers, the study reveals that content marketing and influencer marketing do not significantly impact purchasing decisions. In contrast, brand image and price perception have a significant positive effect. Novelty: The study introduces new insights into the effectiveness of TikTok marketing strategies specifically for skincare products and highlights the dominant role of brand image and price perception over content and influencer marketing. Implications: To enhance marketing efficacy, Wardah should focus on optimizing brand image, improving content marketing quality, selecting credible influencers, and employing strategic pricing. This integrated approach will help Wardah strengthen its market position and achieve better consumer engagement in the competitive skincare industry.
THE EFFECT OF BRAND TRUST AND PERCEIVED RISK ON CUSTOMER LOYALTY MEDIATED BY CUSTOMER SATISFACTION (A STUDY OF DAVIENA SKINCARE CUSTOMERS ON TIKTOK SHOP) Luthfiyani, Andhika Ayu; Yani , Muhammad; Yulianto, Mochamad Rizal; Sukmono, Rita Ambarwati
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 11 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i11.457

Abstract

Objective: The purpose of this study is to analyze the effect of brand trust and perceived risk on customer loyalty, customer satisfaction as a mediator, for Daviena Skincare products distributed by TikTok Shop. The issue of product overclaims present in the marketing of skincare products, specifically for Indonesia generally and for Daviena Skincare in particular, contributed to consumer uncertainty, which can hamper brand trust, perceived risk, and customer loyalty. Method: The approach and strategy for this study are quantitative, specifically represented by surveys, with 150 respondents who are customers of Daviena Skincare, having transacted at least twice at TikTok Shop. Results: The findings from this study show that brand trust and perceived risk affected customer satisfaction on TikTok Shop, customer satisfaction affected customer loyalty, and brand trust and perceived risk directly affected customer loyalty. The findings show that customer satisfaction can mediate the relationship between Brand Trust, Perceived Risk, and Customer Loyalty for Daviena Skincare on TikTok Shop. Novelty: The development of social media and e-commerce, specifically TikTok Shop, has fueled competition in the local skincare industry in Indonesia, highlighting the role of customer satisfaction as a mediating variable in the relationship between brand trust, perceived risk, and customer loyalty for Daviena Skincare products distributed through TikTok Shop.
THE ROLE OF HEDONIC SHOPPING MOTIVATION AND PROMOTION IN SHAPING ONLINE IMPULSIVE BUYING: THE MEDIATING EFFECT OF SHOPPING ENJOYMENT IN GENERATION Z Ramadhan, Muhammad Anugerah; Yani , Muhammad; Yulianto, Mochamad Rizal; Sukmono, Rita Ambarwati
International Journal of Artificial Intelligence for Digital Marketing Vol. 2 No. 12 (2025): International Journal of Artificial Intelligence for Digital Marketing
Publisher : PT ANTIS INTERNATIONAL PUBLISHER

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61796/ijaifd.v2i12.465

Abstract

Objective: The development of e-commerce has encouraged changes in consumer shopping behavior that was previously offline and is now done online, especially in Generation Z who tend to do Impulsive Buying. This study aims to analyze the influence of Hedonic Shopping Motivation and Promotion on Online Impulsive Buying with Shopping Enjoyment as a mediating variable. Method: The study used a quantitative approach with a survey method of 150 Generation Z respondents who actively shop through e-commerce platforms. The data was analyzed using the Partial Least Square Structural Equation Modeling (PLS SEM) method. Results: The results of the study show that Hedonic Shopping Motivation and Promotion have a positive and significant effect on Online Impulsive Buying. In addition, Shopping Enjoyment has been shown to have a significant effect on Online Impulsive Buying and is able to mediate the influence of Hedonic Shopping Motivation and Promotion on this behavior. Novelty: These findings confirm that emotional aspects, engaging promotions and shopping experiences have an important role in shaping Generation Z's impulsive buying behavior.
Co-Authors Luthfiyani, Andhika Ayu Maretha , Sindy Diva Mochamad Rizal Yulianto Ramadhan, Muhammad Anugerah Rita Ambarwati Sukmono Tofan Tri Nugroho