Claim Missing Document
Check
Articles

Found 2 Documents
Search

The Role of Electronic Word-of-Mouth, Social Media Engagement, and Brand Image in Shaping Consumer Purchase Decisions: Evidence from Indonesia's Skincare Industry Joko Suprianto; Rudianto Rudianto; Jones Zenas Rante
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.7657

Abstract

The rapid growth of the skincare industry in Indonesia has intensified competition among brands, making it essential to understand the factors that influence consumer purchase decisions in digital environments. This study aims to examine the effects of Brand Image, Social Media Engagement, and Electronic Word-of-Mouth (e-WOM) on consumers’ Purchase Decisions toward Kojic Plankton skincare products. A quantitative research approach was employed using a survey method. Data were collected from 134 consumers who had purchased and used Kojic Plankton products. The data were analyzed using multiple linear regression analysis with SPSS software. The results indicate that Brand Image, Social Media Engagement, and e-WOM each have a positive and significant effect on Purchase Decision. Among the three variables, e-WOM emerged as the strongest predictor (β = 0.438), followed by Social Media Engagement (β = 0.276) and Brand Image (β = 0.217). Furthermore, the simultaneous test revealed that the three variables collectively explain 70.8% of the variance in Purchase Decision (R² = 0.708). The findings suggest that consumer-generated information plays a more influential role than firm-generated communication in shaping purchasing decisions within the Indonesian skincare market. This study contributes to the literature on digital marketing and consumer behavior by highlighting the increasing importance of online consumer interactions and social influence mechanisms in social commerce environments. The results also provide practical insights for skincare companies seeking to enhance consumer engagement and strengthen purchase decisions through effective digital marketing strategies.
Evaluation Of The Flipped Learning Program In Improving Students' English Proficiency At Lembaga Bahasa LIA Cibinong Rhinomuraena Murtoaji Abikusno; Sri Sundari; Auderey G. D. Tangkudung; Marisi Pakpahan; Rudianto Rudianto
Management Dynamics: International Journal of Management and Digital Sciences Vol. 1 No. 4 (2024): October : International Journal of Management and Digital Sciences
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/managementdynamics.v1i4.19

Abstract

This study analyzesthe effectiveness of the flipped learning program in enhancing the English language proficiency of students at LembagaBahasa LIA Cibinong. Using a descriptive qualitative approach, the study adopts the Kirkpatrick evaluation model, which includes four aspects: student reactions, the learning process, behavior change, and the final outcomes of the program implementation. Data were collected through observation, interviews, and documentation, and analyzed through stages of condensation, presentation, and conclusion drawing. The subjects of the study involved the branch manager, academic staff, instructors, as well as students from LIA Cibinong and Jalan Baru, with the study being conducted from May to July 2024. The results of the study show that the implementation of flipped learning received positive feedback from students, increased active participation in class discussions, and developed critical thinking skills. Students also reported improvements in their English skills, particularly in speaking, listening, and vocabulary acquisition. Although challenges such as self-motivation and technological limitations still exist, the program has proven effective in enhancing the quality of learning and students' social skills. Classroom observation evaluations confirmed a consistent improvement in students' language skills. Additionally, the program had a positive impact on the institution's business growth. In conclusion, flipped learning has been shown to be an effective method and is worth further development atLembaga Bahasa LIA Cibinong. Recommendations for further development include optimizing learning motivation through gamification, improving the quality of materials, enhancing facilities, and providing additional training for teachers to maximize the potential of this method.