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All Journal Proceeding International Conference on Digital Education and Social Science
Nuri Purwanto
Institut Teknologi & Bisnis PGRI Dewantara Jombang
Computer Science & IT Economics, Econometrics & Finance Education Engineering Social Sciences

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Repurchase Intention in the Digital Age: Analyzing the Effects of E-WOM and Brand Image on a Local Indonesian Skincare Product Cupumanik Asta Virgiani; Nuri Purwanto
Proceeding International Conference on Digital Education and Social Science Vol. 3 No. 1 (2025): Proceeding International Conference on Digital Education and Social Science 202
Publisher : Asosiasi Pengelola Publikasi Ilmiah (APPI) PT PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55506/icdess.v3i1.132

Abstract

Studi ini dirancang untuk mengkaji secara mendalam sejauh mana Electronic Word of Mouth (E-WOM) serta brand image memberikan dampak terhadap kecenderungan konsumen dalam melakukan pembelian ulang produk skincare Glad2Glow. Pelaksanaan penelitian berlokasi di wilayah Jombang yang dikategorikan sebagai kota sekunder dengan partisipasi 100 responden yang memiliki pengalaman menggunakan produk serta memperoleh informasi ulasan dari media sosial. Pendekatan yang diterapkan adalah kuantitatif dengan pengumpulan data melalui kuesioner berbasis skala Likert lima poin. Pengolahan data penelitian dilakukan dengan teknik regresi linier berganda yang dijalankan melalui perangkat lunak SPSS. Temuan analisis membuktikan bahwa E-WOM memberikan pengaruh positif serta signifikan terhadap minat beli ulang konsumen, demikian pula variabel brand image. Hasil uji F mengindikasikan bahwa kedua variabel tersebut secara bersamaan memiliki pengaruh signifikan terhadap minat beli ulang. Hasil penelitian ini memperkuat pandangan bahwa mutu informasi berbasis digital serta citra merek yang terbentuk dengan baik berperan krusial dalam memengaruhi keputusan konsumen untuk melakukan pembelian ulang terhadap produk skincare lokal seperti Glad2Glow.
How Digital Engagement Shapes Loyalty: The Combined Influence of Live Streaming and Influencer Marketing on Repurchase Behavior in TikTok Shop Okta Mahardika Firmanda; Nuri Purwanto
Proceeding International Conference on Digital Education and Social Science Vol. 3 No. 1 (2025): Proceeding International Conference on Digital Education and Social Science 202
Publisher : Asosiasi Pengelola Publikasi Ilmiah (APPI) PT PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55506/icdess.v3i1.148

Abstract

This study aims to analyse the effect of live streaming and influencer marketing on repeat purchase interest in Skintific products on TikTok Shop among Generation Z in Jombang. The scope of the study focuses on Gen Z consumers who have purchased Skintific products through the TikTok Shop platform. The research method used was explanatory quantitative with primary data collection through an online questionnaire of 100 respondents selected purposively. The data were analysed using multiple linear regression analysis with the help of SPSS. The results showed that both live streaming and influencer marketing had a positive and significant effect on repurchase intention, with a coefficient of determination (R²) of 0.520. Simultaneously, both variables were able to explain 52% of the variation in repurchase intention. The research conclusion confirms that digital marketing strategies through live streaming and influencer collaborations are effective in increasing loyalty and repurchase intention for Skintific products among Gen Z. The implications of this research can be used as a reference for companies in developing more interactive and trustworthy promotional strategies on social media platforms.
Co-Authors Cupumanik Asta Virgiani Okta Mahardika Firmanda