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This Author published in this journals
All Journal Al-Kharaj: Journal of Islamic Economic and Business
Lalu Edy Herman Mulyono
Mataram University
Economics, Econometrics & Finance

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The Influence of e-WOM and Online Media Regarding the Dangers of Matcha Consumption on Matcha Drink Purchase Decisions in Mataram City Mediated by Health Awareness Ni Nyoman Jingga Sukmarani; Lalu Edy Herman Mulyono
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countrie
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.9876

Abstract

This study aims to analyze the influence of electronic word of mouth (e-WOM) and online media regarding the dangers of matcha consumption on matcha beverage purchasing decisions in Mataram City, with health awareness as a mediating variable. The background of the study is based on the increasing consumption of matcha beverages amidst the proliferation of digital information regarding its health impacts spread through online media and consumer reviews. This study used a quantitative approach with a survey design. The sample consisted of 80 respondents selected using a purposive sampling technique. The criteria were domiciled in Mataram City, had consumed matcha beverages, and had been exposed to matcha information through online media. Primary data were collected through an online questionnaire using a 1-5 Likert scale and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results showed that e-WOM and online media had a positive and significant influence on purchasing decisions. Health awareness also had a positive and mediating effect on the influence of e-WOM and online media on purchasing decisions. This study concluded that digital information and health awareness play a significant role in shaping matcha beverage purchasing decisions.
The Influence of Content Marketing, Influencer Marketing, and Live Streaming on General Z Fashion Product Purchase Decisions on Tiktok Shop Nurul Aeni; Lalu Edy Herman Mulyono
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9739

Abstract

This study aims to analyze the simultaneous and partial effects of Content Marketing, Influencer Marketing, and Live Streaming on the purchasing decisions of Generation Z (Gen Z) consumers for fashion products on TikTok Shop. Generation Z is recognized as a group that is highly connected to social media and quick to adapt to trends, making TikTok Shop a relevant platform for fashion product marketing. The research employed a quantitative method with a survey approach, involving Gen Z respondents who actively use TikTok Shop to purchase fashion products. The sampling technique used was purposive sampling, with a total sample of 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results indicate that Content Marketing, which focuses on engaging, creative, and informative content, has a positive and significant effect on Gen Z purchasing decisions. Similarly, Influencer Marketing, through recommendations and the credibility of followed influencers, shows a positive and significant impact. In addition, the Live Streaming feature on TikTok Shop, which offers real-time interaction, product demonstrations, and exclusive promotions, also has a significant influence in encouraging purchases. Simultaneously, these three variables contribute substantially to explaining the variation in Gen Z fashion product purchasing decisions on TikTok Shop. The practical implication of this study is to provide insights for fashion businesses to optimize their digital marketing strategies on TikTok Shop, particularly by leveraging content features, influencer collaborations, and live streaming sessions to increase sales and effectively reach the Gen Z market segment.
Co-Authors Ni Nyoman Jingga Sukmarani Nurul Aeni