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All Journal Jurnal Ekonomi, Manajemen, Akuntansi Brilliant International Journal of Management and Tourism
Nila Nafisatul Bashiroh
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Economics, Econometrics & Finance Social Sciences

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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 : Lembaga Pengembangan Kinerja Dosen

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.
Pengaruh Suku Bunga Global dan Inflasi Terhadap Arus Investasi Asing di Negara Asean Achmad Nasrulloh; Nila Nafisatul Bashiroh; Ahmad Ibnul Karim; Sulistiyah Sulistiyah; Rokhmat Subagiyo; Muhammad Aswad
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 6: September 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i6.19053

Abstract

Arus investasi asing merupakan salah satu indikator penting dalam menilai kinerja dan daya tarik ekonomi suatu negara, khususnya di kawasan ASEAN. Penelitian ini bertujuan untuk menganalisis pengaruh suku bunga global dan inflasi terhadap arus investasi asing di negara-negara ASEAN, yaitu Indonesia, Malaysia, Vietnam, dan Thailand selama periode 2005–2024. Metode yang digunakan adalah kuantitatif dengan jenis penelitian asosiatif menggunakan regresi data panel (regresi linier berganda), dengan data diperoleh dari World Bank. Data penelitian yang digunakan merupakan data time series dan cross section dari empat negara ASEAN dalam periode pengamatan. Analisis data dilakukan menggunakan SPSS. Hasil penelitian menunjukkan bahwa suku bunga global memiliki pengaruh negatif terhadap arus investasi asing, inflasi memiliki pengaruh negatif terhadap arus investasi asing, serta secara simultan kedua variabel independen berpengaruh signifikan terhadap arus investasi asing (F = 8,463; p = 0,02). Nilai koefisien determinasi (R Square) sebesar 0,635 menunjukkan bahwa variasi arus investasi asing dapat dijelaskan oleh kedua variabel tersebut sebesar 63,5%. Hasil ini diharapkan dapat menjadi dasar bagi pemerintah dalam merumuskan kebijakan ekonomi makro yang stabil dan adaptif, serta menjadi kontribusi bagi kajian manajemen keuangan internasional khususnya terkait dinamika investasi asing di kawasan ASEAN.
Co-Authors achmad nasrulloh Ahmad Ibnul Karim Aina Izzati Zuhria Lina Trisnawati Muhammad Aswad Rokhmat Subagiyo Sulistiyah