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All Journal Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) East Asian Journal of Multidisciplinary Research (EAJMR) Studi Akuntansi, Keuangan, dan Manajemen
Aini, Nurul Qurrotul
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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TikTok sebagai Media Pemasaran: Influencer Marketing dan E-WOM Pengaruhi Keputusan Pembelian Skincare Aini, Nurul Qurrotul; Zagladi, Arief Noviarakhman
Studi Akuntansi, Keuangan, dan Manajemen Vol. 4 No. 2 (2025): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v4i2.3799

Abstract

Purpose: This study examines the influence of the influencer marketing and e-WOM in TikTok to Purchase decisions of skincare Product. Research/Methodology: This study uses quantitative approach with data collection through online questionnaire distribution to 100 consumers who actively use TikTok. The collected data was analyzed with the assistance of the SmartPLS4 through the inner and outer model testing processes. Results: Influencer marketing and e-WOM has significant and positive effect to skincare product purchase decisions. Conclusions: Skincare business actors can utilize TikTok as an effective and efficient marketing medium to reach a wider market. By collaborating with influential, knowledgeable, and experienced influencers, and by maximizing the spread of positive e-WOM while minimizing the spread of negative e-WOM, it can positively influence consumer purchasing decisions. Limitations: This study has limitations concering the sample size utilized. With a limited sample, the finding may not fully represent the behavior of the entire population of TikTok users or skincare consumers in general. Contribution: This study enriches the literature on digital marketing through influencer and e-WOM, also provides insights for skincare businesses, especially local brands, in developing effective and efficient strategies by leveraging TikTok to attract both domestic and international consumers.
The Role of Product Quality and Service Quality to Increase Satisfaction and Build Consumer Loyalty: a Case Study of Sakato Restaurant in Malang Aini, Nurul Qurrotul; Hapsari, Emilly Nur; Sary, Intan Umull Magfira; Asy’ari , Ahmad Taufiqurrahman; Sudarmiatin, Sudarmiatin
East Asian Journal of Multidisciplinary Research Vol. 3 No. 12 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i12.12370

Abstract

This research aims to determine the quality of service, product quality, consumer satisfaction, and consumer loyalty at Sakato Restaurant. This research uses a qualitative method with a case study approach and data collection techniques called observation and interviews. Findings from these observations and interviews place the quality of products and services at Sakato Restaurant in the favorable category, contributing to high levels of customer satisfaction and loyalty. This is evidenced by positive ratings across various platforms, as well as a strong inclination among consumers to make repeat purchases and recommend the restaurant to others. This study is expected to provide strategic recommendations to Sakato Restaurant to improve customer satisfaction and grow customer loyalty, while also adding insight into the importance of maintaining consistent product and service quality so that customers feel satisfied and become loyal.
How Digital Content Influences Visit Intention Through the Psychological Evaluation Process of Potential Tourists Aini, Nurul Qurrotul; Churiyah, Madziatul; Dhewi, Titis Shinta
Dinasti International Journal of Economics, Finance & Accounting Vol. 7 No. 1 (2026): Dinasti International Journal of Economics, Finance & Accounting (March-April 2
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v7i1.6281

Abstract

The purpose of this study is to examine the influence of firm-generated content (FGC) and user-generated content (UGC) on visit intention to Pahawang Island through psychological evaluation processes presented by destination image and perceived value. This study employed a numerical approach with a causal research design. Data were gathered through an online survey administered to 216 TikTok users who had been exposed to travel agent (FGC) and tourist content (UGC) about Pahawang Island, but had never visited the destination. The Partial Least Squares with Structural Equation Modeling (PLS-SEM) was applied, with assistance from SmartPLS software, to analyze data. The results demonstrate that FGC and UGC had a positive and significant effect on destination image and perceived value, while the direct influences of FGC and UGC on visit intention were insignificant. Conversely, destination image and perceived value are confirmed to have a significant effect on visit intention, and act as mediators. These findings suggest that digital content on TikTok influences visit intention through a psychological evaluation process, not through direct effects. These findings facilitate the advancement of a theory by expanding the S-O-R (Stimulus-Organism-Response) framework and provide practical implications for social media-based destination marketing on TikTok.
Co-Authors Arief Noviarakhman Zagladi Asy’ari , Ahmad Taufiqurrahman Hapsari, Emilly Nur Madziatul Churiyah Sary, Intan Umull Magfira Sudarmiatin Titis Shinta Dhewi, Titis