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All Journal Indonesian Journal of Innovation Studies JAMBURA: JURNAL ILMIAH MANAJEMEN DAN BISNIS
Rustiawati, Elis
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Computer Science & IT Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice

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PENGARUH KREDIBILITAS DAN RELEVANSI BEAUTY INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI TIKTOK @TASYAFARASYA Rustiawati, Elis; Esther, Ivana; Anargya, Layra Narda; Kasyfan, Nadhif Muhammad; Maesaroh, Syti Sarah
JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis Vol 7, No 2 (2024): JIMB - VOLUME 7 NOMOR 2 SEPTEMBER 2024
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jimb.v7i2.27489

Abstract

Abstrak: Penelitian ini bermaksud untuk meneliti bagaimana keputusan konsumen untuk membeli produk Skintific di TikTok @tasyafarasya dipengaruhi oleh relevansi dan kredibilitas terhadap beauty influencer. Data utama yang dikumpulkan dengan memberikan kuesioner kepada 100 responden yang pernah menggunakan produk Skintific, mengikuti Tasya Farasya, dan menggunakan TikTok. Analisis regresi linier berganda dan pendekatan kuantitatif digunakan dalam penelitian ini, dan temuannya menunjukkan bahwa relevansi beauty influencer berdampak positif pada keputusan konsumen untuk membeli. Kesimpulan dari penelitian ini termasuk pentingnya menggunakan beauty influencer dalam kampanye pemasaran untuk meningkatkan penjualan produk dan menawarkan saran yang berguna tentang bagaimana industri kecantikan dapat berkolaborasi dengan beauty influencer untuk mencapai tujuan pemasaran.
The Influence of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as a Mediator for Lozy Hijab: Pengaruh Experiential Marketing dan Social Media Marketing terhadap Repurchase Intention dengan Brand Trust sebagai Mediasi pada Lozy Hijab Rustiawati, Elis; Maesaroh, Syti Sarah; Prehanto, Adi
Indonesian Journal of Innovation Studies Vol. 26 No. 4 (2025): October
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/ijins.v26i4.1801

Abstract

Background: The Muslim fashion industry in Indonesia has grown rapidly alongside the rising trend of modest wear and halal lifestyle. Specific background: Despite this growth, local brands such as Lozy Hijab face the challenge of sustaining customer loyalty in a competitive digital environment. Knowledge gap: Previous studies have not fully examined how experiential and social media marketing interact to shape brand trust and repurchase behavior within the modest fashion segment. Aims: This study analyzes the role of experiential marketing and social media marketing in shaping repurchase behavior, with brand trust as a mediating variable among Lozy Hijab consumers. Results: Using quantitative methods with 290 respondents analyzed through SEM-PLS, findings show that both experiential and social media marketing significantly build brand trust and repurchase behavior (R² = 0.599). Brand trust partially mediates these relationships, indicating that consumer experiences and digital interactions directly foster repurchase decisions. Novelty: This study highlights that in the Muslim fashion context, emotional experience and interactive communication can sustain consumer commitment even without full mediation by brand trust. Implications: The results guide local fashion brands to integrate experiential and digital strategies to strengthen consumer relationships and long-term competitiveness. Highlights Experiential and social media marketing jointly strengthen brand trust and consumer repurchase behavior. Consumer emotional experience and digital interaction drive repurchase decisions even without full brand trust mediation. Integrating online engagement and offline experience sustains customer loyalty in the modest fashion industry. KeywordsExperiential Marketing, Social Media Marketing, Brand Trust, Consumer Behavior, Repurchase Decision
Co-Authors Adi Prehanto Anargya, Layra Narda Esther, Ivana Kasyfan, Nadhif Muhammad Maesaroh, Syti Sarah