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All Journal East Asian Journal of Multidisciplinary Research (EAJMR) Studi Akuntansi, Keuangan, dan Manajemen
Aini, Nurul Qurrotul
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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TikTok sebagai Media Pemasaran: Influencer Marketing dan E-WOM Pengaruhi Keputusan Pembelian Skincare Aini, Nurul Qurrotul; Zagladi, Arief Noviarakhman
Studi Akuntansi, Keuangan, dan Manajemen Vol. 4 No. 2 (2025): Januari
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v4i2.3799

Abstract

Purpose: This study examines the influence of the influencer marketing and e-WOM in TikTok to Purchase decisions of skincare Product. Research/Methodology: This study uses quantitative approach with data collection through online questionnaire distribution to 100 consumers who actively use TikTok. The collected data was analyzed with the assistance of the SmartPLS4 through the inner and outer model testing processes. Results: Influencer marketing and e-WOM has significant and positive effect to skincare product purchase decisions. Conclusions: Skincare business actors can utilize TikTok as an effective and efficient marketing medium to reach a wider market. By collaborating with influential, knowledgeable, and experienced influencers, and by maximizing the spread of positive e-WOM while minimizing the spread of negative e-WOM, it can positively influence consumer purchasing decisions. Limitations: This study has limitations concering the sample size utilized. With a limited sample, the finding may not fully represent the behavior of the entire population of TikTok users or skincare consumers in general. Contribution: This study enriches the literature on digital marketing through influencer and e-WOM, also provides insights for skincare businesses, especially local brands, in developing effective and efficient strategies by leveraging TikTok to attract both domestic and international consumers.
The Role of Product Quality and Service Quality to Increase Satisfaction and Build Consumer Loyalty: a Case Study of Sakato Restaurant in Malang Aini, Nurul Qurrotul; Hapsari, Emilly Nur; Sary, Intan Umull Magfira; Asy’ari , Ahmad Taufiqurrahman; Sudarmiatin, Sudarmiatin
East Asian Journal of Multidisciplinary Research Vol. 3 No. 12 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i12.12370

Abstract

This research aims to determine the quality of service, product quality, consumer satisfaction, and consumer loyalty at Sakato Restaurant. This research uses a qualitative method with a case study approach and data collection techniques called observation and interviews. Findings from these observations and interviews place the quality of products and services at Sakato Restaurant in the favorable category, contributing to high levels of customer satisfaction and loyalty. This is evidenced by positive ratings across various platforms, as well as a strong inclination among consumers to make repeat purchases and recommend the restaurant to others. This study is expected to provide strategic recommendations to Sakato Restaurant to improve customer satisfaction and grow customer loyalty, while also adding insight into the importance of maintaining consistent product and service quality so that customers feel satisfied and become loyal.
Co-Authors Arief Noviarakhman Zagladi Asy’ari , Ahmad Taufiqurrahman Hapsari, Emilly Nur Sary, Intan Umull Magfira Sudarmiatin