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All Journal Airlangga Journal of Innovation Management Nusantara Community Empowerment Review
Fadiyah, Farah
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Religion Humanities Economics, Econometrics & Finance Education Environmental Science Social Sciences

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Pengaruh PENGARUH CITRA MEREK DAN ULASAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN COSMETIC PINKFLASH PADA PLATFORM SHOPEE DENGAN MENGGUNAKAN MEDIASI CONSUMER TRUST Rodiyah, Muhimmatur; Fadiyah, Farah; Muzdalifah, Laily
Airlangga Journal of Innovation Management Vol. 6 No. 3 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i3.79188

Abstract

This study aims to investigate the influence of brand image and product reviews on purchase decisions of PinkFlash cosmetics through the Shopee platform, with consumer trust serving as a mediating variable. Using a quantitative method with Partial Least Squares-Structural Equation Modeling (PLS-SEM), data were collected from 160 respondents who had purchased PinkFlash products. The findings show that brand image has a strong and significant effect on consumer trust and purchase decisions, while product reviews significantly influence trust but do not directly affect purchase behavior. However, trust effectively mediates the relationship between brand image and purchase decisions, as well as between product reviews and purchase decisions, highlighting its central role in reducing uncertainty and reinforcing consumer confidence in online shopping. The results also indicate that despite the brand’s temporary crisis related to the discovery of hazardous substances, positive reviews and a favorable brand image remain critical in rebuilding consumer trust. Theoretically, this research contributes to consumer behavior literature by emphasizing trust as both a mediating and direct determinant in e-commerce cosmetics. Practically, the study offers managerial implications for online cosmetic brands to strengthen brand image and manage reviews strategically in order to foster trust and drive purchase decisions, particularly among Generation Z consumers.
Revitalisasi Karang Taruna melalui Lomba Edukatif dalam Peringatan HUT ke-80 Republik Indonesia Maulah, Nabila Febriola Nichlatul; Alamsyah, M Dimas; Arismantoro, M Sandi; Tamyis, M Fiqril; Asrofi, Ahmad Jauhar; Elisa, Khusna Nova; Putri, Silvia Amelia; Diksianti, Novi; Izzaty, Rahmada Salsabilah Nurul; Aunilla, Moch Fikri; Saputri, Ramanda Eko; Azzaury, Silfy; Fauziah, Baqis; Khoirotunnisa, Safira; Fadiyah, Farah; Hisyam, M Ishaqul; Mahsunah, Evi
Nusantara Community Empowerment Review Vol. 4 No. 1 (2026): Nusantara Community Empowerment Review
Publisher : LPPM UNUSIDA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55732/pxkyrx79

Abstract

Kegiatan pengabdian masyarakat di Desa Jemundo Taman Sidoarjo difokuskan pada penguatan peran Karang Taruna tingkat RT melalui lomba edukatif dalam peringatan HUT ke-80 Republik Indonesia. Kegiatan ini menggunakan pendekatan kualitatif melalui teknik observasi dan wawancara yang melibatkan pemuda Karang Taruna, perangkat desa, serta masyarakat setempat. Data dianalisis secara deskriptif untuk menilai efektivitas program yang dilaksanakan. Hasil kegiatan lomba edukatif, seperti cerdas cermat, mewarnai, dan keterampilan kreatif, menunjukkan peningkatan kesadaran pemuda terhadap lingkungan sekitar, kemampuan komunikasi dengan masyarakat, serta penguatan jiwa kepemimpinan. Selain itu, lomba edukatif dalam rangka peringatan HUT RI mampu membangkitkan kembali minat pemuda untuk aktif berorganisasi. Meskipun pengabdian ini memiliki keterbatasan pada cakupan wilayah, waktu pelaksanaan, dan jenis lomba yang diselenggarakan, kegiatan ini terbukti efektif merevitalisasi peran Karang Taruna di tingkat RT serta memerlukan pengembangan program yang lebih beragam, berkelanjutan, dan didukung lintas pihak. Community service activities in Jemundo Taman Village, Sidoarjo, focused on strengthening the role of the neighborhood association (RT) youth organization (Karang Taruna) through educational competitions in commemoration of the 80th anniversary of the Republic of Indonesia. This activity used a qualitative approach through observation and interview techniques involving Karang Taruna youth, village officials, and the local community. Data were analyzed descriptively to assess the effectiveness of the implemented program. The results of educational competitions, such as quizzes, coloring, and creative skills, showed an increase in youth awareness of the surrounding environment, communication skills with the community, and strengthened leadership skills. In addition, educational competitions in commemoration of the Indonesian Independence Day were able to rekindle youth interest in active organizational activities. Although this service had limitations in terms of area coverage, implementation time, and types of competitions held, this activity proved effective in revitalizing the role of Karang Taruna at the neighborhood association (RT) level and requires the development of more diverse, sustainable programs with cross-stakeholder support.
Co-Authors Alamsyah, M Dimas Arismantoro, M Sandi Asrofi, Ahmad Jauhar Aunilla, Moch Fikri Azzaury, Silfy Diksianti, Novi Elisa, Khusna Nova Evi Mahsunah Fauziah, Baqis Hisyam, M Ishaqul Izzaty, Rahmada Salsabilah Nurul Khoirotunnisa, Safira Laily Muzdalifah Maulah, Nabila Febriola Nichlatul Putri, Silvia Amelia Rodiyah, Muhimmatur Saputri, Ramanda Eko Tamyis, M Fiqril