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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi)
Chandra, Francesco
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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SEEING IS BELIEVING, CLICKING IS BUYING : STUDI TENTANG PENGARUH ADVERTISING VALUE, HEDONIC SHOPPING MOTIVES DAN CUSTOMER TRUST TERHADAP IMPULSIVE BUYING PRODUK SKINCARE DI MEDIA SOSIAL INSTAGRAM Chandra, Francesco; Ishak, Chelsea Eileena; Liamri, Michelle; Sentosa, Angeline Narinda Thesalyoni Allena; Erwin, Erwin
Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA) Vol 9 No 2 (2025): Edisi Mei - Agustus 2025
Publisher : LPPM STIE Muhammadiah Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31955/mea.v9i2.5883

Abstract

Di era digital seperti saat ini, media sosial seperti Instagram telah bertransformasi menjadi salah satu platform utama dalam strategi pemasaran produk skincare, seiring dengan meningkatnya penetrasi internet di Indonesia. Dengan 77% konsumen secara rutin membeli produk skincare, pendekatan pemasaran digital menunjukkan potensi yang signifikan dalam memengaruhi perilaku konsumen. Penelitian ini bertujuan untuk mengkaji pengaruh advertising value, hedonic shopping motives, dan customer trust terhadap perilaku pembelian impulsif pada iklan produk skincare di media sosial. Responden penelitian sebanyak 184 mahasiswa STIE Ciputra Makassar yang aktif menggunakan Instagram dan pernah melakukan pembelian impulsif produk skincare. Data diperoleh melalui penyebaran kuesioner yang disusun dengan skala likert dan dianalisis menggunakan metode Partial Least Square Structural Equation Model (PLS-SEM) dan diolah dengan WarpPLS Versi 8.0. Temuan penelitian ini mengungkapkan bahwa nilai iklan dan motivasi belanja yang bersifat hedonis memiliki kontribusi penting dalam mendorong perilaku impulsif konsumen. Sementara itu, tingkat kepercayaan terhadap brand tampaknya belum memberikan dorongan berarti terhadap kecenderungan tersebut. Hasil ini menambah wawasan strategis bagi para pelaku usaha dalam mengembangkan konten pemasaran yang mampu merangsang minat dan respons emosional audiens secara lebih efektif.
QUANTIFYING REAL-TIME RETAIL IMPACT: INFLUENCER MEDIATION IN BOOSTING FASHION INTENTION Erwin, Erwin; Triady, Gefael; Chandra, Francesco; Lionary, Krisna Dharmawan; Wiasal, Jenifer Mariana
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 9 No 4 (2025): IJEBAR, VOL. 09 ISSUE 04, DECEMBER 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v9i4.18671

Abstract

This study aims to analyse the causal pathway from Live Streaming Commerce to Purchase Intention in the fashion sector, by validating Influencer as a mediating variable. Using an explanatory quantitative approach, this study applied Partial Least Squares – Structural Equation Modelling (PLS-SEM) to survey data collected from 217 fashion consumers in South Sulawesi who have been involved in livestreaming commerce and are affordable to Influencers. The data collection instrument used was a questionnaire with a Likert scale (5 Scales). The main results show that, although livestreaming commerce has a positive and significant direct influence on Purchase Intent, the mediating influence channelled through Influencers is the dominant and superior transmission channel. These findings confirm that for urban consumers who demand authentic product validation, trusted Influencer figures serve as an essential mechanism that transforms real-time interactions into confidence to transact. The implications of this study are significant for fashion industry players, underscoring the need to shift the focus from just technology features to credible influencer authorisation strengthening strategies to achieve optimal conversion rates in a risk-averse regional market.
Co-Authors Erwin Erwin Ishak, Chelsea Eileena Liamri, Michelle Lionary, Krisna Dharmawan Sentosa, Angeline Narinda Thesalyoni Allena Triady, Gefael Wiasal, Jenifer Mariana