Article Per Year (5 Year)
p-Index From 2021 - 2026
0.562
P-Index
This Author published in this journals
All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Sarah Siti
Universitas Garut
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh electronic-Word of Mouth (e-WOM) dan Content Marketing Terhadap Impulse Buying Mahasiswa Uniga Pada Produk Jiniso di TikTokshop Rismanto Hilman; Maharani Mira; Mulyani Yani; Sarah Siti; Padillah Eva
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 4 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i4.11635

Abstract

This study aims to examine the influence of electronic word of mouth (e-WOM) and content marketing on impulse buying behavior of Jiniso products among Universitas Garut students who use TikTok Shop. The rapid growth of social commerce has encouraged consumers, particularly Generation Z, to rely on online reviews and engaging digital content, which may trigger unplanned purchasing decisions. This research adopts a quantitative approach by collecting primary data through questionnaires distributed to students who have made purchases on TikTok Shop. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to test the relationships among variables. The results indicate that both e-WOM and content marketing have a positive and significant effect on impulse buying. e-WOM shows a stronger influence, suggesting that online reviews, recommendations, and shared experiences play a crucial role in shaping consumer trust and emotional responses that lead to spontaneous purchases. Meanwhile, attractive, informative, and relevant marketing content also significantly stimulates consumers’ interest and purchasing impulses. These findings imply that businesses, especially fashion brands on social commerce platforms, should optimize user-generated reviews and develop creative content strategies to enhance consumer engagement and increase impulsive purchase behavior.
Pengaruh Brand Authenticity Dan Emotional Attachment Terhadap Buying Decision Melalui Brand Trust Sebagai Variabel Mediasi Pada Produk Donat Di Kafe Gula Sarah Siti; Alamanda Turipanam Dini; Rismanto Hilman
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 7 No. 10 (2026): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v7i10.13419

Abstract

This study aims to analyze the influence of brand authenticity and emotional attachment on buying decisions, with brand trust serving as a mediating variable, among consumers of Donat Gula Padi in Garut Regency. The study employs a quantitative method using a survey approach. Data were collected via questionnaires distributed to 100 Generation Z respondents who had purchased or consumed Donat Gula Padi, utilizing a purposive sampling technique. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS software. Model testing involved evaluating the outer model and inner model, as well as hypothesis testing via bootstrapping. The results indicate that brand authenticity has a positive and significant effect on brand trust and buying decisions; brand trust has a positive and significant effect on buying decisions; and emotional attachment has a positive and significant effect on both brand trust and buying decisions. Furthermore, the analysis of indirect effects reveals that brand trust mediates the influence of brand authenticity on buying decisions, as well as the influence of emotional attachment on buying decisions. These findings indicate that brand authenticity and consumer emotional attachment are crucial factors in building brand trust, which ultimately drives increased consumer buying decisions for Donat Gula Padi. The study offers implications for MSME operators to consistently maintain brand authenticity, strengthen emotional connections with consumers, and enhance brand trust in order to foster higher and sustainable buying decisions
Co-Authors Alamanda Turipanam Dini Maharani Mira Mulyani Yani Padillah Eva Rismanto Hilman Rismanto Hilman