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All Journal Value Added: Majalah Ekonomi & Bisnis Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Ahmad Syarif Mutsanna
Politeknik Sawunggalih Aji
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Promosi Media Sosial dan Endorsement Food Content Creator terhadap Keputusan Pembelian Reni Suci Wahyuni; Ahmad Syarif Mutsanna
Jurnal Inovasi Bisnis Manajemen dan Akuntansi Vol. 4 No. 1 (2026): JIBMA : Jurnal Inovasi Bisnis Manajemen dan Akuntansi
Publisher : PT. Karya Inovatif Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65255/jibma.v4i1.292

Abstract

This study aims to analyze the influence of social media promotion and food content creator endorsements on consumer purchasing decisions for Raja Cireng products in Kebumen. The method used in this study is a quantitative approach with a survey technique through the distribution of questionnaires to 100 respondents. Data analysis was conducted using multiple linear regression with the help of SPSS software. The results show that partially, neither social media promotion nor food content creator endorsements have a significant effect on purchasing decisions. Simultaneously, both variables also have no significant effect, with a coefficient of determination (R²) of 0.027 or 2.7%, which means that only a small portion of purchasing decisions can be explained by these two variables. This finding indicates that the digital promotion strategy used has not been effective in influencing consumer purchasing behavior in local areas such as Kebumen. This study provides implications that marketing approaches need to be adapted to the demographic characteristics and preferences of local consumers to achieve more optimal results.
Exploring the Mediating Role of Attitude between Serendipity and Trust in Seller toward Online Purchase Reni Suci Wahyuni; Ahmad Syarif Mutsanna; Dani Rizana
Value Added : Majalah Ekonomi dan Bisnis Vol 22, No 1 (2026): Value Added : Majalah Ekonomi dan Bisnis (April period)
Publisher : Universitas Muhammadiyah Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26714/vameb.v22i1.20869

Abstract

This study investigates the effects of serendipity and trust in seller on online purchase intention, with attitude functioning as a mediating variable among Shopee Live users in Central Java, Indonesia. A quantitative survey approach was employed, involving 150 respondents, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that both serendipity and trust in seller exert positive and significant effects on attitude and online purchase intention, both directly and indirectly through attitude. These results indicate that affective experiences and cognitive trust operate synergistically in shaping consumers’ online purchasing intentions. Theoretically, this research extends the application of the Theory of Reasoned Action and the Stimulus–Organism–Response (S-O-R) framework within the context of live commerce. Practically, it offers strategic insights for e-commerce practitioners to enhance interactive experiences and strengthen consumer trust in digital marketplaces.
Co-Authors Dani Rizana Reni Suci Wahyuni