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All Journal Jambura Journal of Mathematics
Andani, Meri Teri
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Mathematics

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Dynamical Analysis of Online Shopping with Beauty Influencer Andani, Meri Teri; Zulaikha, Zulaikha
Jambura Journal of Mathematics Vol 7, No 2: August 2025
Publisher : Department of Mathematics, Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37905/jjom.v7i2.33363

Abstract

This study develops a modified nonlinear mathematical model of online shopping dynamics that explicitly incorporates the direct influence of beauty influencers through promotional content (F) and a parameter α for transition from offline to online shopping without the influence of influencers. The model comprises offline shoppers (L), online shoppers (O), and the amount of promotional content created by beauty influencers (F). Stability analysis shows two equilibrium points: an online shopping-free state E1 locally asymptotically stable when R0 1 and an endemic state E2 locally asymptotically stable when R0 1. Numerical simulations using MATLAB R2013a confirm the analysis, revealing that higher promotional content growth rates (k) and lower decline rates (θ) increase R0 and the online shoppers population. The novelty lies in explicitly modeling influencer-based promotional content as a driver of shopping behavior, offering strategic insights for sustained engagement and customer retention in beauty sector digital marketing.
Co-Authors Zulaikha Zulaikha