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Anna Amalyah Agus
Universitas Indonesia, Jakarta, Indonesia
Economics, Econometrics & Finance

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The Influence of Influencer Marketing on Tiktok on the Purchase Intention of PT. Cosmax Indonesia Skincare Products Putik Mutia Amani; Anna Amalyah Agus
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7268

Abstract

This study aims to analyze the impact of influencer marketing on TikTok on consumers' purchase intention towards skincare products from PT Cosmax Indonesia. Using the Stimulus-Organism-Response (SOR) model approach, this research examines influencer characteristics such as attractiveness, expertise, originality, homophily, and interaction as stimuli affecting consumer attitudes, including image satisfaction and advertising trust, as well as self-brand connection towards purchase intention. Additionally, product attributes such as product quality, ingredients, awareness, and safety are also analyzed for their impact on purchase intention. Data were collected from 388 respondents who are active TikTok users aged 18–34 years and regularly use skincare products. A quantitative method through questionnaires was employed, and the data were analyzed using SEM-PLS (SmartPLS 4). The results of the study show that all influencer characteristics significantly influence advertising trust and image satisfaction. Advertising trust was found to have a direct impact on purchase intention, whereas image satisfaction and self-brand connection did not directly influence purchase intention. On the other hand, product attributes, especially product safety, were the most dominant factor in driving purchase intention. The results of the Multigroup Analysis also revealed that there were no significant differences between the preferences for educational and entertainment content in influencing the relationships among the variables. This study emphasizes the importance of influencer credibility and product quality as the primary strategies for influencing purchase decisions on TikTok.
Analysis of Consumer Preference Comparison Toward Sources of Animal Protein: Application of the Theory of Planned Behavior Angga Adi Prihananto; Anna Amalyah Agus
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 8 No 3 (2025): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v8i3.7475

Abstract

This study aims to analyze consumer behavior regarding animal-based protein consumption in Indonesia using the Theory of Planned Behavior (TPB). The research focuses on the influence of attitude, subjective norm, perceived behavioral control, and past experience on the intention to consume protein sources such as chicken, fish, eggs, and beef. A quantitative approach was employed using Partial Least Squares-Structural Equation Modeling (PLS-SEM), supported by Multigroup Analysis to examine differences across demographic groups including age, education, income, and region. The results show that all TPB constructs significantly influence consumption intention, with Past Experience emerging as the most dominant predictor. The multigroup analysis revealed a statistically significant difference only in the Subjective Norm → Behavioral Intention path based on regional residence. These findings offer practical insights for food industry stakeholders and policymakers to design more targeted strategies to promote animal protein consumption.
Co-Authors Angga Adi Prihananto Putik Mutia Amani