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All Journal Economic Reviews Journal Jurnal Manajemen Bisnis Digital Terkini
Fatya Nisa Salsabila
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengabdian Kepada Masyarakat Melalui Kuliah Kerja Nyata (KKN) di MTs Yayasan Al-Barkah – Curug Uswatun Khasanah; Myda Lanniati; Julianto; Namira Kafka Maulidya; Asri Wulan Fadillah Sari; Fatya Nisa Salsabila; Salma Mayviana Zahrani; Fitri Nurlaila; Shafira Azhar; Fatimah Azzahro
Economic Reviews Journal Vol. 4 No. 2 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i2.690

Abstract

Real Work Lectures (KKN) are community service activities that are expected to be part of empowerment and learning for students to see the true social reality of society. In this activity, students are required to interact and try to solve various problems that exist in society and look for potentials that can be explored or utilized so that it can become a sustainable activity. Real Work Lectures (KKN) are a forum for students to apply the knowledge gained from higher education in society. It is hoped that the implementation of KKN as a vehicle for community service can also develop students' practical abilities in absorbing skills that exist in society. So it is hoped that KKN will be able to help solve problems in society by optimizing existing resources. Real Work Lectures (KKN), which were born from the development process, are essentially the implementation of the national education philosophy, within the framework of the Tri Darma of Higher Education. One application of community service is manifested in Real Work Lectures (KKN) which will be held at the Mts Al-Barkah – Curug Foundation.
Pengaruh Content Marketing dan Electronic Word Of Mouth (E-WOM) pada Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Wardah Fatya Nisa Salsabila; Iwan Subandi
Jurnal Manajemen Bisnis Digital Terkini Vol. 2 No. 4 (2025): Oktober : Jurnal Manajemen Bisnis Digital Terkini
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/jumbidter.v2i4.930

Abstract

The development of digital technology has changed consumer interaction and behavior patterns, including in purchasing decisions. Social media, especially TikTok, has become a strategic platform in marketing due to its interactive and visual content-based nature. Wardah, as a local cosmetics brand, utilizes TikTok through content marketing and Electronic Word of Mouth (E-WOM) strategies to strengthen brand awareness and encourage purchasing interest. This study aims to analyze the influence of content marketing and E-WOM on TikTok social media on the decision to purchase Wardah products. The research method used is quantitative with an associative approach. The research sample consisted of 97 respondents determined through purposive sampling. Data analysis was conducted using validity and reliability tests, descriptive analysis, classical assumption tests, hypothesis testing, multiple linear regression analysis, and the coefficient of determination R2. The results showed that content marketing had a positive and significant effect on purchasing decisions (t-count = 2.188; sig. 0.031). E-WOM also has a positive and significant effect (t-count = 15.020; sig. 0.001), with a more dominant effect than content marketing. Simultaneously, both social media have a significant effect on purchasing decisions (F-count = 119.690; sig. 0.001). The coefficient of determination (R²) of 0.718 indicates that 71.8% of the variation in purchasing decisions can be explained by both social factors, while 28.2% is influenced by other social factors outside the scope of this study. These findings confirm the importance of digital marketing strategies based on creative content and consumer reviews in increasing purchasing decisions for Wardah products on TikTok.
Co-Authors Asri Wulan Fadillah Sari Caska - Fatimah Azzahro Fitri Nurlaila Iwan Subandi JULIANTO Myda Lanniati Namira Kafka Maulidya Salma Mayviana Zahrani Shafira Azhar