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All Journal Majalah Ilmiah Warta Dharmawangsa International Journal of Social Service and Research
Sascha, Indira
Unknown Affiliation
Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Peran Kepemimpinan, Penghargaan, Dan Kesejahteraan Terhadap Pelayanan Karyawan Rumah Sakit Di Bekasi Ariyanto, Bintoro; Sascha, Indira; Kusuma, Steven; Sulastri, Sulastri; Maryatsi, Tri
Jurnal Warta Dharmawangsa Vol 18, No 4 (2024)
Publisher : Universitas Dharmawangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46576/wdw.v18i4.5080

Abstract

Framing Cosmetic Purchase Decisions in the Digital Era: The Role of Influencer Storytelling and Consumer Reviews with Self Brand Connection as a Moderating Variable Sudjaniah, Derah; Sascha, Indira; Arita, Melva; Yulistiyaningsih, Arum; Siregar , Rio Octogi
International Journal of Social Service and Research Vol. 5 No. 8 (2025): International Journal of Social Service and Research
Publisher : Ridwan Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46799/ijssr.v5i8.1288

Abstract

This study aims to analyze the influence of influencer storytelling and consumer reviews on cosmetic product purchase decisions, with self-brand connection as a moderating variable. The focus is on cosmetic consumers across Indonesia within the context of digital marketing. The theoretical foundation includes the Theory of Planned Behavior, Elaboration Likelihood Model, and Self-Congruity Theory. A quantitative method using Partial Least Squares–Structural Equation Modeling (PLS-SEM) was employed. The findings reveal that both influencer storytelling and consumer reviews positively affect purchase decisions. Moreover, self-brand connection strengthens the relationship between these variables and purchase decisions, highlighting the emotional role consumers play in shaping brand preference. These findings provide both theoretical and practical implications, especially in crafting effective digital marketing strategies for local cosmetic brands. The study emphasizes the importance of fostering emotional bonds between brands and consumers to enhance loyalty and drive purchase decisions.
Co-Authors Arita, Melva Bintoro Ariyanto Kusuma, Steven Maryatsi, Tri Siregar , Rio Octogi Sudjaniah, Derah Sulastri Sulastri Yulistiyaningsih, Arum