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All Journal Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Didaktik : Jurnal Ilmiah PGSD STKIP Subang Asian Journal of Management Analytics E-Jurnal Manajemen
Inten Pertiwi
Institut Desain dan Bisnis Bali
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH USER GENERATED CONTENT DAN ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI PRODUK WARDAH DI KOTA DENPASAR Sukma Nur Aulia; Ni Kadek Suryani; Inten Pertiwi
E-Jurnal Manajemen Vol. 14 No. 9 (2025)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2025.v14.i9.p02

Abstract

Penelitian ini bertujuan untuk mengetahui dampak dari user generated content serta electronic word of mouth yang disebarluaskan melalui media sosial Tiktok terhadap minat beli pada produk Wardah di kalangan konsumen di Kota Denpasar. Penelitian ini didasari oleh teknologi digital yang semakin berkembang pesat, khususnya pada media sosial, yang telah mengubah perilaku konsumen dalam mencari informasi dan membuat keputusan pembelian. Pendekatan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan metode survei, yaitu penyebaran kuesioner kepada 100 responden yang merupakan pengguna TikTok dan pernah melihat maupun berinteraksi dengan konten terkait produk Wardah. Teknik analisis data pada penelitian ini dilakukan untuk menguji hipotesis menggunakan pengujian parsial dan simultan melalui analisis regresi linier berganda. Data yang terkumpul kemudian diolah menggunakan bantuan perangkat lunak Statistical Product and Service Solution (SPSS) versi 25. Berdasarkan hasil analisis secara parsial menunjukkan bahwa user generated content dan electronic word of mouth masing-masing berpengaruh positif dan signifikan terhadap minat beli konsumen terhadap produk Wardah. Begitupun hasil uji secara simultan yang juga menunjukkan bahwa user generated content dan electronic word of mouth secara bersama-sama berpengaruh yang positif dan signifikan terhadap minat beli produk Wardah.   The purpose of this research is to determine the impact of user generated content and electronic word of mouth desseminated through Tiktok social media on buying interest products among consumers in Denpasar City. This research is based on the rapidly growing digital technology, especially on social media, which has changed consumer behavior in seeking information and making purchasing decisions. The approach used in this research is a quantitative approach with a survey method, namely distributing questionnaires to 100 respondents who are TikTok users and have viewed or interacted with Wardah related content. The data analysis technique in this study was carried out to test the hypothesis using partial and simultaneous testing through multiple linear regression analysis. Based on the partial analysis results, it shows that user generated content and electronic word of mouth each have a positive and significant effect on consumer buying interest in Wardah products. Likewise, the simultaneous test results also show that user generated content and electronic word of mouth together have a positively and significantly influence on consumer’s interest in purchasing Wardah products.
PENGARUH SOCIAL MEDIA MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION PADA PRODUK JARIMANIS PATISSERIE Kadek Prashita Dwi Fridayanthi; Ni Kadek Suryani; Inten Pertiwi
E-Jurnal Manajemen Vol. 14 No. 11 (2025)
Publisher : Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/EJMUNUD.2025.v14.i11.p01

Abstract

Pemasaran yang dilakukan melalui media sosial mampu menciptakan interaksi langsung antara perusahaan dengan konsumen, sehingga konsumen lebih tertarik untuk mempertimbangkan produk atau jasa yang ditawarkan. Tujuan penelitian ini adalah untuk mengetahui sejauh mana pengaruh social media marketing terhadap brand awareness dan purchase intention pada produk Jarimanis Patisserie. Dengan menggunakan metode kuantitatif dan teknik pengambilan sampel yaitu non-probability sampling, penelitian ini melibatkan responden sebanyak 100 orang. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) dengan menerapkan teknik statistik Partial Least Square (PLS), dimana perhitungannya dibantu dengan perangkat lunak SmartPLS versi 4. Hasil analisis menunjukkan bahwa secara parsial, social media marketing memberikan pengaruh yang signifikan terhadap brand awareness. Demikian pula, ditemukan bahwa social media marketing berpengaruh signifikan terhadap purchase intention. Selain itu, brand awareness juga terbukti berpengaruh signifikan terhadap purchase intention, yang mendukung. Penelitian ini juga mengindikasikan adanya peran brand awareness sebagai variabel intervening dalam hubungan antara social media marketing dan purchase intention. Temuan dalam penelitian ini, diharapkan dapat dimanfaatkan Jarimanis Patisserie untuk mempertahankan dan meningkatkan kesadaran merek di kalangan konsumen melalui strategi pemasaran yang kreatif dan konsisten, terutama melalui media sosial, agar dapat meningkatkan niat beli produk mereka.   Marketing through social media enables direct interaction between companies and consumers, making consumers more inclined to consider the offered products or services. This study aims to determine the extent to which social media marketing influences brand awareness and purchase intention for Jarimanis Patisserie products. Using a quantitative method and a non-probability sampling technique, the study involved 100 respondents. Data were analyzed using the Structural Equation Modeling (SEM) method with the Partial Least Squares (PLS) technique, assisted by SmartPLS version 4 software. The results show that social media marketing significantly influences brand awareness. Likewise, social media marketing significantly affects purchase intention. In addition, brand awareness also influences purchase intention, providing supporting evidence. This study further indicates the role of brand awareness as a mediating variable between social media marketing and purchase intention. These findings are expected to help Jarimanis Patisserie maintain and enhance brand awareness through creative and consistent social media strategies to increase purchase intention.
The Influence of Omnichannel Integration on Customer Loyalty through Customer Journey Experience in Modern Retail Inten Pertiwi; Gede Yudha Anugerah Pratama; A.A. Bagus Bayu Joni Saputra; Renildis Verawati; Juniar Elisabeth Tanda Kawi
Asian Journal of Management Analytics Vol. 5 No. 3 (2026): July 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v5i3.16493

Abstract

This study examines the role of omnichannel integration in fostering customer loyalty through customer journey experience in Denpasar's fashion retail sector. Using a quantitative explanatory design, data from 200 consumers were analyzed with PLS-SEM. The results reveal that omnichannel integration significantly enhances customer journey experience and customer loyalty. Customer journey experience also positively influences loyalty and partially mediates the relationship between omnichannel integration and loyalty. However, the modest explanatory power of omnichannel integration on customer journey experience indicates that experience formation is shaped by broader contextual and interactional factors. These findings suggest that while channel integration improves consistency across touchpoints, customer loyalty ultimately depends on delivering high-quality experiences throughout the entire customer journey in omnichannel retail environments.
Peran Product Knowledge dalam Memediasi Pengaruh Social Media Influencer Terhadap Purchase Intention pada Produk Honda Electric Moped One Ni Nengah Akina; Ni Kadek Suryani; Inten Pertiwi
Jurnal Riset Inspirasi Manajemen dan Kewirausahaan Vol. 9 No. 2 (2025): Jurnal Riset Inspirasi Manajemen dan Kewirausahaan
Publisher : Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Banjarmasin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35130/1130034

Abstract

Background: Purchase intention is often driven by consumers’ emotional responses and their knowledge about a product—both of which can be significantly shaped by social media influencers. These influencers play a key role in disseminating product information and generating consumer interest. Objective: This study aims to reevaluate the mediating role of product knowledge in the relationship between social media influencers and consumers’ intention to purchase, particularly in the context of electric vehicle promotion. Methods: The study employed a non-probability purposive sampling technique to survey 120 respondents residing in Bali, all of whom possess a valid driver’s license and follow Astra Honda Motor (AHM) Bali social media influencers. Data were collected through structured questionnaires and analyzed using path analysis to assess both direct and mediated relationships among variables. This approach was chosen for its effectiveness in modeling complex relationships and testing mediation effects. The data were analyzed using mediation analysis with SPSS Macro Process Model 4 by Hayes. Results: Social media influencers have a significant direct impact on both product knowledge and purchase intention (p < 0.01). Product knowledge also shows a significant direct effect on purchase intention (p = 0.0254). Moreover, product knowledge plays a significant mediating role in the relationship between social media influencers and purchase intention (CI: 0.3028-0.8213). Conclusion: The findings underscore that social media influencers not only directly influence consumer purchase intentions but also do so indirectly by enhancing product knowledge. This highlights their strategic importance in boosting consumer awareness and engagement
PENGARUH PROMOSI DAN HARGA TERHADAP MINAT PEMBELIAN PRODUK FESYEN JINISO JEANS DI TIKTOK SHOP PADA KONSUMEN GEN Z DI KOTA DENPASAR Phai Sophen; Inten Pertiwi; Gede Yudha Anugrah Pratama
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 02 (2026): Volume 12 Nomor 02, Juni 2026 Published
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i02.15484

Abstract

Pertumbuhan industri fesyen digital di Indonesia mendorong merek lokal seperti Jiniso Jeans untuk memanfaatkan platform social commerce TikTok Shop sebagai sarana pemasaran utama, khususnya dalam menjangkau segmen konsumen Generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan harga terhadap minat pembelian produk fesyen Jiniso Jeans di TikTok Shop pada konsumen Gen Z di Kota Denpasar, baik secara parsial maupun simultan. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan teknik pengumpulan data melalui kuesioner berani yang disebarkan kepada 65 responden Gen Z pengguna aktif TikTok Shop di Kota Denpasar menggunakan teknik purposive sampling . Analisis data dilakukan menggunakan regresi linier berganda, uji-t, uji-F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa promosi berpengaruh signifikan terhadap minat pembelian konsumen Gen Z, harga berpengaruh signifikan terhadap minat pembelian konsumen Gen Z, dan secara simultan promosi serta harga bersama-sama berpengaruh signifikan terhadap minat pembelian produk fesyen Jiniso Jeans di TikTok Shop. Temuan ini mengimplikasikan bahwa strategi promosi yang efektif dan penetapan harga yang kompetitif merupakan faktor kunci dalam meningkatkan minat pembelian konsumen Gen Z pada platform social commerce .
Co-Authors A.A. Bagus Bayu Joni Saputra Gede Yudha Anugerah Pratama Gede Yudha Anugrah Pratama Juniar Elisabeth Tanda Kawi Kadek Prashita Dwi Fridayanthi Ni Kadek Suryani Ni Nengah Akina Phai Sophen Renildis Verawati Sukma Nur Aulia