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All Journal Jurnal Entrepreneur dan Manajemen Sains Pedagogic Research - Applied Literacy Journal
Astita, Febriana
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Social Sciences

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THE EFFECTIVENESS OF USING INFLUENCERS IN PROMOTING PRODUCTS IN TIKTOK SOCIAL MEDIA: A CASE STUDY ON COSMETIC BRANDS Astita, Febriana; Andi Azhar
Pedagogic Research-Applied Literacy Journal Vol. 2 No. 1 (2025): Volume 2 Number 1 January 2025
Publisher : Suluh Adiluhung Publisher (SAPub)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70574/w144te91

Abstract

This study aims to analyze the effectiveness of using influencers in promoting cosmetic products on social media. In the increasingly developing digital era, social media has become a very strategic platform for product marketing, and influencers have an important role in shaping consumer perceptions. This study uses a quantitative approach with a survey method to 200 consumers who follow influencers on the Tiktok platform, and analyzes the impact of cosmetic product promotions through content uploaded by influencers on purchasing decisions. The results of the study show that the use of influencers can increase brand awareness, build consumer trust, and encourage purchases of cosmetic products. In addition, influencer credibility factors, content relevance, and interaction with the audience have been shown to play a significant role in influencing the effectiveness of promotions. These findings are expected to provide insight for cosmetic brands in designing more effective influencer-based marketing strategies on social media.
PENGARUH HEDONIC SHOPPING VALUE DAN SHOPPING LIFE STYLE TERHADAP IMPULSE BUYING PADA PELANGGAN TOKOPEDIA DI DESA TABA LAGAN BENGKULU TENGAH Astita, Febriana; Sismanto, Adi
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

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Abstract

The research on Tokopedia customers in Taba Lagan Village, Central Bengkulu, addresses the problem formulation of the influence of Hedonic Shopping Value (X1) and Shopping Lifestyle (X2) on Impulse Buying (Y) among Tokopedia customers in Taba Lagan Village, Central Bengkulu. The objective of this research is to determine the influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu.  The population used in this study consists of all Tokopedia customers in Taba Lagan Village, Central Bengkulu, totaling 140 respondents. The sampling technique used is (Hair, 2019) based on certain established criteria amounting to 140 respondents. Data collection techniques include observation, documentation, and questionnaires. The processed data was analyzed using the SPSS 24 formula. Based on the results of the research and the analysis of the influence of the Hedonic shopping value (X1) and Shopping lifestyle (X2) on Impulse Buying among Tokopedia customers in Taba Lagan Village, Central Bengkulu, the following conclusions can be drawn: Hedonic shopping value (X1) has a positive and significant effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu, as evidenced by the hypothesis test with the t-test showing thitung > ttabel (2.509 > 1.977). Shopping lifestyle (X2) has a positive effect on Impulse Buying (Y) of consumers at Tokopedia customers in Taba Lagan Village, Central Bengkulu. This is evidenced by hypothesis testing using the t-test where the calculated t is greater than the table (2.673 > 1.977). Hedonic shopping value (X1), shopping lifestyle (X2), functional value (X3), and social value (X4) influence consumers' impulse buying (Y). This can be established from the simultaneous hypothesis test where the F table is greater than the calculated F (12.749 > 3.910). This  is  supported  by  a  correlation  analysis  of  R  =  0.802  (80.2%),  which  is  close  to  1. Additionally, the coefficient of determination is R² = 0.643 or about 64.3%, while 35.7% is the contribution from other variables that are not studied. Keywords: Hedonic Shopping Value and Shopping Lifestyle Impulse Buying.
Co-Authors Andi Azhar Sismanto, Adi