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All Journal Jurnal Riset Pendidikan Ekonomi ManBiz: Journal of Management and Business
Dermawan , Rizky
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Religion Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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Purchase Intention di Era TikTok : Peran Trust dalam Pengaruh Online Customer Review dan Social Media Influencer Terhadap Produk Sunscreen The Originote Pada Gen Z di Surabaya Clarissa Aurora Putri, Brilivena; Dermawan , Rizky; Mukti Azhar, Ratih
Jurnal Riset Pendidikan Ekonomi Vol. 10 No. 2 (2025): OKTOBER 2025
Publisher : Fakultas Ekonomika dan Bisnis, Universitas Kanjuruhan Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21067/jrpe.v10i2.12529

Abstract

The research shows to examine the influence of Online Customer Reviews and Social Media Influencers on Purchase Intention for The Originote sunscreen products, with Trust as a mediator among Gen Z TikTok users in Surabaya. This research uses a quantitative approach involving 96 respondents through purposive sampling and is analyzed using PLS-SEM. The study reveals that Online Customer Reviews and Social Media Influencers generate a favorable and significant effect on Purchase Intention, and Trust mediates both relationships. These findings indicate that Gen Z actively uses digital marketing as an information source, where trust in honest and non-manipulative reviews is a crucial factor in shaping purchase intentions. This study is limited by its geographic scope and the lack of detailed exploration of influencer characteristics. For Gen Z consumers, it is recommended to be more selective when evaluating reviews and content on TikTok. Meanwhile, companies are advised to build a positive image on TikTok to foster audience trust. Future researchers are encouraged to explore variables such as cognitive behavior in the context of digital consumer behavior.
Pendampingan Aktivasi RedSeller Baru Berbasis Digital melalui Program Magang MBKM di PT Commeasure Solution Indonesia: RedDoorz Indonesia Priambada, Miftahul Abror; Dermawan , Rizky
ManBiz: Journal of Management and Business Vol. 5 No. 1 (2026): ManBiz: Journal of Management and Business
Publisher : Institut Agama Islam Nasional Laa Roiba Bogor

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Abstract

This community service activity was conducted through the Merdeka Belajar Kampus Merdeka (MBKM) Internship Program at RedDoorz, focusing on digital-based assistance for new RedSeller activation. Students acted as mentors supporting onboarding, application usage, and digital promotion strategies. A descriptive qualitative method was applied using observation, documentation, and thematic analysis. The results indicate that mentoring improved RedSellers’ understanding of application features, facilitated the activation process, and increased confidence in digital marketing activities. In addition, the program enhanced students’ competencies in technical skills, interpersonal communication, and mentoring management. Visual-based assistance proved effective in supporting the learning process of new RedSellers.
Co-Authors Clarissa Aurora Putri, Brilivena Priambada, Miftahul Abror Ratih Mukti Azhar