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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM KREATIF: Jurnal Pengabdian Masyarakat Nusantara
Duhita, Amanda Ridha Pradya
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Economics, Econometrics & Finance Education Engineering Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences

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THE MEDIATING ROLE OF ONLINE PAYMENT IN THE RELATIONSHIP BETWEEN TIKTOK PRODUCT REVIEWS AND PURCHASE DECISIONS ON E-COMMERCE PLATFORMS Duhita, Amanda Ridha Pradya
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 11 No 2 (2025): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnal_mbe.v11i2.1548

Abstract

This study aims to examine the effect of product reviews on TikTok on consumer purchase decisions on the Tokopedia e-commerce platform, with online payment as a mediating variable. A quantitative approach was used by distributing a structured questionnaire to 100 purposively selected respondents in Surabaya who actively use TikTok and Tokopedia. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The results show that product reviews have a positive influence on purchase decisions, both directly and through online payment. Online payment serves as a key factor that links consumer interest with actual purchasing behavior. The credibility of reviews and the ease of digital payment systems significantly strengthen purchasing decisions. These findings imply that e-commerce businesses and MSMEs should integrate social media content strategies with secure and convenient payment systems to increase conversions and enhance consumer experience.
Creating Shared Value Svara Resonance: Digitalisasi Musisi Jalanan Surabaya Teno, Jenny Putri Yunlin; Yusuf, Muhammad Azizi; Wijayanti, Renata; Duhita, Amanda Ridha Pradya
KREATIF: Jurnal Pengabdian Masyarakat Nusantara Vol. 6 No. 1 (2026): Jurnal Pengabdian Masyarakat Nusantara
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/kreatif.v6i1.10559

Abstract

The creative economy plays a crucial role in building the national economy, yet many creative economy players, particularly street musicians, remain untouched by digitalization. Svara Resonance is a Creating Shared Value (CSV) initiative organized by Airlangga University Master of Management students aimed at enhancing the capacity of street musicians through a digitalization and personal branding workshop combined with auditions and media publications. The implementation method included preparation, workshop implementation, and auditions. The results demonstrated the active participation of five selected international musicians, an increased understanding and application of personal branding during performances, and economic benefits in the form of financial appreciation for participants. The initiative also garnered publicity from ten online media outlets and one television channel, expanding the reach of social impact and exposure for the organization. Discussions demonstrated that Svara Resonance successfully integrated social interests with the university’s core business, in line with the principle of creating shared value. This initiative demonstrates that CSV activities can be social investment that benefits both the community and the organization.  
Co-Authors Teno, Jenny Putri Yunlin Wijayanti, Renata Yusuf, Muhammad Azizi