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All Journal Owner : Riset dan Jurnal Akuntansi Brilliant International Journal of Management and Tourism
Aina Izzati Zuhria
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Economics, Econometrics & Finance

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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.
Asimetri Transmisi Kebijakan Moneter Ganda Terhadap Nilai Tukar Rupiah: Pendekatan Nardl Heru Setyowiyono; Lina Trisnawati; Aina Izzati Zuhria; Sarirotul 'Alim; Rokhmat Subagiyo
Owner : Riset dan Jurnal Akuntansi Vol. 10 No. 3 (2026): Periode Juli 2026
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/owner.v10i3.3481

Abstract

Fluctuations in the Indonesian rupiah exchange rate within the context of a dual financial system highlight the critical role of monetary policy in maintaining macroeconomic stability. This study aims to analyze the effects of conventional and Islamic monetary policy instruments on the rupiah exchange rate while accounting for external factors. The analysis employs the Nonlinear Autoregressive Distributed Lag (NARDL) model using monthly time series data from 2016 to 2025, covering the rupiah exchange rate, BI Rate, PUAS, inflation, and the Federal Reserve interest rate. The results indicate that these variables significantly influence the rupiah exchange rate in both the short and long run, with evidence of long-run cointegration among the variables. However, the asymmetric test results reveal no significant differences in the response to increases and decreases in the BI Rate and PUAS. These findings suggest that although the dual monetary system plays a role in exchange rate stability, market responses tend to be symmetric with respect to monetary policy changes.
Co-Authors Heru Setyowiyono Lina Trisnawati Lina Trisnawati Nila Nafisatul Bashiroh Rokhmat Subagiyo Sarirotul 'Alim Sulistiyah