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The Influence of Viral Marketing, Influencer Marketing, and Consumer Reviews on Purchase Decisions for La Roche-Posay Products: A Study of La Roche-Posay Users in Tulungagung Nila Nafisatul Bashiroh; Sulistiyah Sulistiyah; Lina Trisnawati; Aina Izzati Zuhria
Brilliant International Journal Of Management And Tourism Vol. 5 No. 3 (2025): : Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i3.6007

Abstract

The development of digital technology drives changes in consumer behavior in the process of searching for information and making purchasing decisions, especially for skincare products. La Roche-Posay as one of the international dermocosmetic brands has experienced increasing popularity in Indonesia along with the development of viral marketing, influencer marketing, and consumer reviews on various digital platforms. This study aims to analyze the influence of Viral Marketing, Influencer Marketing, and Consumer Reviews on Purchasing Decisions of La Roche-Posay products in Tulungagung. The approach used is quantitative research with an associative research type. The population in this study were La Roche-Posay product users in Tulungagung, with a purposive sampling technique and a total of 100 respondents. Primary data were obtained through the distribution of Likert scale questionnaires and analyzed using multiple linear regression. The results showed that Viral Marketing, Influencer Marketing, and Consumer Reviews had a positive and significant effect both partially and simultaneously on Purchasing Decisions. The coefficient of determination (R²) value of 0.63 indicates that the three independent variables are able to explain 63% of the purchasing decision variables, while the rest is influenced by other factors outside the research model. These findings confirm that digital marketing strategies through viral content, influencers, and consumer reviews play a crucial role in increasing skincare product purchasing decisions in the digital era, particularly for the La Roche-Posay brand in Tulungagung.
Strengthening the Islamic Economy Halal Value Chain: Sharia Diversification Strategy in an Uncertain Global Market Era Nila Nafisatul Bashiroh; M. Nashrullah; Ahmad Ibnul Karim; Omor Faruk
Solo International Collaboration and Publication of Social Sciences and Humanities Vol. 4 No. 01 (2026): Solo International Collaboration and Publication of Social Sciences and Humani
Publisher : Walidem Institute and Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61455/sicopus.v4i01.460

Abstract

Objective: This study aims to analyze the role of Halal Value Chain (HVC) as a sharia diversification strategy in strengthening Indonesia's Islamic economic resilience amid global market uncertainty. Theoretical Framework: This research refers to economic theories related to sharia economics, sustainable development, and value chain analysis. This study examines how the integration of Halal sectors, such as food and beverages, Muslim fashion, halal tourism, and Islamic finance, can be a strategy for economic diversification and economic resilience. Literature Review: A literature review shows the vulnerability of conventional economic systems in the face of global geopolitical conflicts, climate change, and supply chain disruptions. This shows that an Islamic economy with the principles of justice, sustainability, and balance offers a relevant alternative. Previous research has identified the potential of HVC in promoting economic stability and inclusivity in Muslim-majority countries. Methods: This study uses a qualitative approach with a literature study method, which analyzes secondary data from scientific journals, official reports, and publications related to the halal economy in Indonesia. The data is analyzed to understand the application and impact of HVC on Indonesia's economic resilience. Results: This study shows that the implementation of HVC can be the main pillar in the diversification of the sharia economy. By integrating the halal sector, HVC contributes to the creation of new jobs, strengthens national economic resilience, and makes Indonesia the center of the global halal industry. These findings show that HVC can expand the Islamic economic base and support the growth of halal MSMEs. Implications: Strengthening HVC is essential to realize an inclusive, equitable, and sustainable Islamic economic system. This research provides insights for policymakers to strengthen the halal economy, which in turn can strengthen national economic resilience, create more jobs, and increase global competitiveness. Novelty: This research is one of the first to examine the strategic role of Halal Value Chain in the context of Indonesia's economic resilience, as well as provide a new perspective on the integration of Islamic economic principles with global market dynamics.