Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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This Author published in this journals
All Journal International Journal Business, Management and Innovation Review Global Management: International Journal of Management Science and Entrepreneurship
Dwi Sakinah
Unknown Affiliation
Decision Sciences, Operations Research & Management Social Sciences

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The Effect of Advertisements and Consumer Reviews on Buying Interest in Wardah Cosmetic Products in Medan City with Social Media Involvement as a Moderation Variable Mey Ramayanti Tinambunan; Dwi Sakinah; Lamriama Valintina Chrystina Siregar; Syafrizal Helmi Situmorang
International Journal Business, Management and Innovation Review Vol. 1 No. 4 (2024): November : International Journal Business, Management and Innovation Review
Publisher : Universitas Veteran Bangun Nusantara Sukoharjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/ijbmir.v1i4.57

Abstract

Using social media engagement as a moderating variable, this research seeks to assess the impact of advertising and user reviews on purchasing interest in cosmetic items in Medan City. The data was gathered from 130 participants who filled out a survey using a Likert scale. To assess the link between variables, Partial Least Squares Structural Equation Modeling (PLS-SEM) is utilized for analysis. Both advertisements and customer reviews significantly impact consumers' propensity to make a purchase, while the former has a stronger impact. However, social media engagement has not been proven to moderate the relationship between advertising and consumer reviews and buying interest. This model successfully explains 98.1% of the variance of buying interest, which shows the high power of the model in predicting consumer buying interest. Based on these results, marketing strategies that focus on advertising and consumer reviews need to be optimized to increase consumer buying interest.
The Influence Of Influencer Marketing On Gen Z Consumer Purchase Interest a Literature Review Dian Natari; Rade Juliman Lumbantoruan; Dwi Sakinah; Syafrizal Helmi Situmorang; Beby Karina Fawzeea Sembiring
Global Management: International Journal of Management Science and Entrepreneurship Vol. 1 No. 4 (2024): November : International Journal of Management Science and Entrepreneurship
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globalmanagement.v1i4.29

Abstract

The purpose of this study is to determine the literature review on Influencer marketing and product quality on the purchase intention of generation Z consumers. Advances in internet technology have led to shifts in human lifestyles, especially in purchasing patterns. In writing this article, literature review plays an important role in formulating research ideas, understanding previous findings related to the topic, and identifying gaps in existing knowledge.A systematic literature review (SLR) was conducted in two well-known databases, ScienceDirect and Scopus. After applying the inclusion and exclusion criteria, 1,498 out of 2,036 articles were assessed as relevant, after which these papers were carefully examined to produce an in-depth analysis of the subject. Ultimately, 13 papers were selected for in-depth examination in the study. Based on SLR data, the articles were written between 2021 and 2024. The research methodology used in this paper includes descriptive analysis and bibliographic analysis.The results of writing the article are known that Influencer marketing is one of the company's strategies in achieving their strategic goals by utilizing influencers as messengers for products or brands so that they can reach a wider market.Brand is the identity of a company, where companies build a good brand image so that potential consumers can remember the good image of a product and stick to potential consumers.The results of this study show that many factors influence consumer behavior, including the role of influencers, product quality, and social media marketing strategies.
Co-Authors Beby Karina Fawzeea Sembiring Dian Natari Lamriama Valintina Chrystina Siregar Mey Ramayanti Tinambunan Rade Juliman Lumbantoruan Syafrizal Helmi Situmorang