cover
Article Per Year (5 Year)
All
Home Page
OAI Link
Editorial Team
Contact
Reviewer
Google Scholar
Contact Name
Hendra Hermawan
Contact Email
hendra_hermawan28@untirta.ac.id
Phone
+6285946590006
Journal Mail Official
jrbmt@untirta.ac.id
Editorial Address
Gedung C, Universitas Sultan Ageng Tirtayasa Jl. Raya Jakarta KM.4 Pakupatan Serang, Banten
Location
Kab. serang,
Banten
INDONESIA
Jurnal Riset Bisnis dan Manajemen Tirtayasa
Published by Universitas Sultan Ageng Tirtayasa
ISSN : -     EISSN : 25990837     DOI : 10.48181
Core Subject : Economy, Social,
Economics, Econometrics & Finance Social Sciences
Pertama kali terbit pada Nopember 2017, dan terbit secara periodik dua kali dalam setahun. Pada Volume 4 Nomor 1 (2020), ada perubahan layout artikel. Memiiliki nomor e-ISSN 2599-0837. Areas of study that can be published in JRBM Tirtayasa are in the fields of Business Management, Operations and Production, Finance and Capital Markets, Marketing and Human Resource Management, Change Management, Distribution and Supply Chain and Digital Business Development.
Arjuna Subject : Umum - Umum
Articles 1 Documents
 1 
Search results for , issue "vol 9, no 2 (2025)" : 1 Documents clear
Peran Mediasi Customer Engagement Pada Pengaruh Content Marketing Dan Influencer Marketing Terhadap Purchase Decision (Kasus Pengguna Bedak Padat Pixy Pada Platform Tiktok di Kota Tangerang) Ayu Aini; Lutfi Lutfi; Diqbal Satyanegara
Jurnal Riset Bisnis dan Manajemen Tirtayasa Vol 9, No 2 (2025)
Publisher : Faculty of Economics and Business - Universitas Sultan Ageng Tirtaysa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35448/jrbmt.v9i2.35184

Abstract

Social media has become an important platform for cosmetic companies to implement marketing strategies and reach wider consumer markets. This study examines the mediating role of Customer Engagement in the relationship between Content Marketing, Influencer Marketing, and Purchase Decisions among Pixy compact powder users on TikTok in Tangerang City. Using a quantitative approach, data were collected from 162 respondents and analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The results indicate that Content Marketing has a negative and insignificant effect on Purchase Decisions but a positive and significant effect on Customer Engagement. Influencer Marketing positively and significantly affects both Purchase Decisions and Customer Engagement. Customer Engagement also has a positive and significant effect on Purchase Decisions. Furthermore, Customer Engagement fully mediates the effect of Content Marketing on Purchase Decisions and partially mediates the effect of Influencer Marketing on Purchase Decisions.

Page 1 of 1 | Total Record : 1

 1 

Filter by Year

2025 2025


Reset
Filter By Issues
All Issue Vol 10, No 1 (2026) Vol 9, No 2 (2025) Vol 9, No 1 (2025) Vol 8, No 2 (2024) Vol 8, No 1 (2024) Vol 7, No 2 (2023) Vol 7, No 1 (2023) Vol 6, No 2 (2022) Vol 6, No 1 (2022) Vol 5, No 2 (2021) Vol 5, No 1 (2021) Vol 4, No 2 (2020) Vol 4, No 1 (2020) Vol 3, No 2 (2019) Vol 3, No 1 (2019) Vol 2, No 2 (2018) Vol 2, No 1 (2018) Vol 1, No 2 (2017) Vol 1, No 1 (2017) More Issue