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All Journal Jurnal Pengabdian Masyarakat "Wiryakarya" Asia Pacific Journal of Business Economics and Technology Asia Pacific Journal of Business Economics and Technology
Sulthan Misbahul Ghifaari
Universitas PGRI Madiun
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences

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The Effect Of Trustworthiness, Expertise, Attractiveness, And Online Customer Review On Purchase Intention In Madiun Khamima Nurizzah; Hendra Setiawan; Sulthan Misbahul Ghifaari
Asia Pacific Journal of Business Economics and Technology Vol. 6 No. 03 (2026): June-July
Publisher : Cita Konsultindo Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.98765/apjbet.v6i03.337

Abstract

This study aims to empirically examine the influence of trustworthiness, expertise, attractiveness, and online customer review on consumers’ purchase intention in culinary products within the Madiun area, with a case study on TikTok followers of @tio_philus. The research employed a quantitative method with a sample of 384 TikTok users residing in Madiun who interact with the @tio_philus account. The research instrument was a questionnaire distributed online via Google Form and measured using a Likert scale. The data analysis technique used was multiple linear regression analysis with the assistance of SPSS software. The findings of this study indicate that: (a) Trustworthiness has a positive and significant effect on consumers’ purchase intention, (b) Expertise has a positive and significant effect on consumers’ purchase intention, (c) Attractiveness has a positive and significant effect on consumers’ purchase intention, and (d) Online Customer Review has a positive and significant effect on consumers’ purchase intention toward culinary products promoted by @tio_philus through TikTok in the Madiun area.
Peningkatan Daya Saing Ekonomi Desa: Sosialisasi dan Pendampingan Digitalisasi Pemasaran dan Branding bagi UMKM Kreatif di Desa Pohkonyal Dwi Murniyati; Metik Asmike; Sulthan Misbahul Ghifaari; Apriyanti
Jurnal Pengabdian Masyarakat "Wiryakarya" Vol. 5 No. 02 (2026)
Publisher : Universitas PGRI Madiun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/wjpm.v5i02.25019

Abstract

Perkembangan teknologi digital telah mengubah pola pemasaran produk dan jasa pada sektor Usaha Mikro, Kecil, dan Menengah (UMKM). Rendahnya literasi digital menjadi tantangan utama bagi pelaku UMKM di wilayah pedesaan dalam mengadopsi perubahan tersebut. Kegiatan pengabdian kepada masyarakat ini bertujuan untuk meningkatkan pemahaman dan kapasitas pelaku UMKM kreatif di Desa Pohkonyal, Kecamatan Pangkur, Kabupaten Ngawi dalam digitalisasi pemasaran dan penguatan branding produk. Metode yang digunakan meliputi sosialisasi, diskusi interaktif, pendataan kebutuhan UMKM, serta pendampingan awal berupa pembuatan titik lokasi usaha pada Google Maps dan pemasangan banner usaha. Hasil kegiatan menunjukkan peningkatan pemahaman pelaku UMKM mengenai pentingnya branding dan identitas usaha sebagai fondasi pemasaran digital. Tingginya antusiasme peserta mengindikasikan kesiapan adaptasi teknologi yang baik, sehingga memberikan dampak berkelanjutan berupa peningkatan visibilitas usaha mereka secara digital.
The Effect Of Trustworthiness, Expertise, Attractiveness, And Online Customer Review On Purchase Intention In Madiun Khamima Nurizzah; Hendra Setiawan; Sulthan Misbahul Ghifaari
Asia Pacific Journal of Business Economics and Technology Vol. 6 No. 03 (2026): June-July
Publisher : Cita Konsultindo Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.98765/apjbet.v6i03.337

Abstract

This study aims to empirically examine the influence of trustworthiness, expertise, attractiveness, and online customer review on consumers’ purchase intention in culinary products within the Madiun area, with a case study on TikTok followers of @tio_philus. The research employed a quantitative method with a sample of 384 TikTok users residing in Madiun who interact with the @tio_philus account. The research instrument was a questionnaire distributed online via Google Form and measured using a Likert scale. The data analysis technique used was multiple linear regression analysis with the assistance of SPSS software. The findings of this study indicate that: (a) Trustworthiness has a positive and significant effect on consumers’ purchase intention, (b) Expertise has a positive and significant effect on consumers’ purchase intention, (c) Attractiveness has a positive and significant effect on consumers’ purchase intention, and (d) Online Customer Review has a positive and significant effect on consumers’ purchase intention toward culinary products promoted by @tio_philus through TikTok in the Madiun area.
Co-Authors Apriyanti Dwi Murniyati Hendra Setiawan Khamima Nurizzah Metik Asmike