Mona Syafriani
Universitas Sains dan Teknologi Indonesia

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THE USE OF INFLUENCERS AND TIKTOK'S RECOMMENDATION ALGORITHM ON PURCHASE DECISION AND ITS IMPLICATION ON E-LOYALTY OF TIKTOK SHOP USERS Mona Syafriani; Dini Hidayah
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 3 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i3.5226

Abstract

The increasing use of digital platforms such as TikTok Shop has transformed consumer shopping behavior; however, few empirical studies have examined the roles of influencers and recommendation algorithms in shaping purchase decisions and online loyalty (e-loyalty). This study aims to analyze the influence of influencers and TikTok’s recommendation algorithm on users’ purchase decisions and e-loyalty. A quantitative research method was employed using a survey of 384 respondents selected through simple random sampling, and the data were analyzed using path analysis. The results reveal that both influencers and TikTok’s recommendation algorithm significantly affect purchase decisions, yet only the algorithm has a direct impact on e-loyalty. Purchase decisions were found to significantly mediate the relationship between both influencers and e-loyalty, as well as between the algorithm and e-loyalty. These findings suggest that user loyalty on TikTok Shop is more influenced by purchase experience than by mere exposure to influencers. The novelty of this research lies in its identification of the mediating role of purchase decisions in bridging the influence of influencers and recommendation algorithms on consumer e-loyalty within the TikTok Shop context an area that has been underexplored in prior literature. Peningkatan penggunaan platform digital seperti TikTok Shop telah mengubah pola belanja konsumen, namun belum banyak kajian yang secara empiris menelaah peran influencer dan algoritma rekomendasi dalam membentuk keputusan pembelian serta loyalitas daring (e-loyalty). Penelitian ini bertujuan untuk menganalisis pengaruh influencer dan algoritma rekomendasi TikTok terhadap keputusan pembelian dan e-loyalty pengguna. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei terhadap 384 responden yang dipilih melalui simple random sampling, dan data dianalisis menggunakan path analysis. Hasil penelitian menunjukkan bahwa baik influencer maupun algoritma rekomendasi TikTok berpengaruh signifikan terhadap keputusan pembelian, namun hanya algoritma yang berpengaruh langsung terhadap e-loyalty. Keputusan pembelian terbukti memediasi secara signifikan hubungan antara influencer dan e-loyalty, serta antara algoritma dan e-loyalty. Temuan ini menegaskan bahwa loyalitas pengguna TikTok Shop lebih dipengaruhi oleh pengalaman pembelian daripada oleh eksposur terhadap influencer semata. Kebaruan dari penelitian ini terletak pada identifikasi peran mediasi keputusan pembelian dalam menjembatani pengaruh variabel influencer dan algoritma rekomendasi terhadap e-loyalty konsumen dalam konteks TikTok Shop, yang belum banyak dikaji dalam literatur sebelumnya.
PENGARUH MOTIVASI KERJA TERHADAP KINERJA DENGAN MEDIASI ORGANIZATION CITIZENSHIP BEHAVIOR (OCB) PADA DOSEN UNIVERSITAS DAN TEKNOLOGI INDONESIA Dini Hidayah; Mona Syafriani
Procuratio : Jurnal Ilmiah Manajemen Vol 13 No 4 (2025): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v13i4.5625

Abstract

In the higher education work environment, ongoing changes demand enhanced motivation, engagement, and Organizational Citizenship Behavior (OCB) to ensure that lecturers maintain optimal performance amid global dynamics and rapid technological advancement. This study aims to analyze the effect of work motivation on performance with OCB as a mediating variable among lecturers at Universitas Sains dan Teknologi Indonesia. The research employed a quantitative approach with a causal associative design. The population consisted of all 65 permanent lecturers at Universitas Sains dan Teknologi Indonesia, and sampling was conducted using a census technique. The research instrument was a questionnaire using a Likert scale, and data analysis was performed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The findings revealed that work motivation had a significant effect on lecturers’ performance and a significant effect on OCB. However, OCB did not have a significant effect on lecturers’ performance, nor did it significantly mediate the relationship between work motivation and performance. Collectively, work motivation was able to explain 62.3% of the variability in OCB and 74% of the variability in performance. Furthermore, the research model demonstrated a Q-square value of 0.901, indicating strong predictive relevance. These findings highlight that work motivation is the dominant factor influencing lecturers’ performance, while OCB does not play a significant mediating role. This study is expected to serve as a theoretical reference for human resource management development and as practical guidance for university administrators in improving lecturers’ performance through strategies aimed at enhancing work motivation. Dalam lingkungan kerja perguruan tinggi, perubahan menuntut adanya peningkatan motivasi, keterlibatan, serta Organizational Citizenship Behavior (OCB) agar kinerja dosen tetap optimal di tengah dinamika global dan teknologi yang berkembang pesat. Penelitian ini memiliki tujuan untuk menganalisis pengaruh motivasi kerja terhadap kinerja dengan mediasi Organizational Citizenship Behavior (OCB) pada dosen Universitas Sains dan Teknologi Indonesia. Penelitian memakai pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Populasi penelitian adalah seluruh dosen tetap Universitas Sains dan Teknologi Indonesia yang berjumlah 65 orang, dengan teknik pengambilan sampel metode sensus. Instrumen penelitian berupa kuesioner dengan skala Likert, dan analisis data dilakukan menggunakan metode Structural Equation Modeling Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa motivasi kerja berpengaruh signifikan terhadap kinerja dosen, serta berpengaruh signifikan terhadap OCB. Namun, OCB tidak berpengaruh signifikan terhadap kinerja dosen, dan variabel OCB tidak mampu memediasi hubungan motivasi kerja terhadap kinerja. Secara simultan, motivasi kerja mampu menjelaskan variabilitas OCB sebesar 62,3% dan kinerja sebesar 74%. Sementara itu, model penelitian memiliki nilai Q-square sebesar 0,901 yang mengindikasikan relevansi prediktif yang tinggi. Temuan ini menegaskan bahwa motivasi kerja merupakan faktor dominan dalam meningkatkan kinerja dosen, sedangkan peran OCB sebagai variabel mediasi tidak terbukti signifikan. Penelitian ini diharapkan bisa menjadi referensi teoritis dalam pengembangan manajemen sumber daya manusia serta menjadi pertimbangan praktis bagi pengelola perguruan tinggi perihal meningkatkan kinerja dosen lewat jalur strategi peningkatan motivasi kerja.