Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial

The Effects of Promotion and User-Generated Content on Purchase Decisions with Brand Image as a Mediating Variable for the Facetology Brand on TikTok

2026-10-06T19:59:56+07:00

TikTok has become a platform that integrates entertainment, promotion, and transactions, exerting a substantial influence on consumers’ purchasing behavior. This study aims to analyze the effects of Promotion and User-Generated Content on Purchase Decision, with Brand Image as a mediating variable, for Facetology products on TikTok. The study adopted a quantitative approach using a survey method. The sample consisted of 160 students from the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon who had purchased Facetology products through TikTok and were selected using purposive sampling. Data were collected through a questionnaire using a five-point Likert scale. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that Promotion has no significant direct effect on Purchase Decision, whereas User-Generated Content has a positive and significant effect on Purchase Decision. These findings indicate that strengthening brand image is an important factor in improving the effectiveness of digital promotion and user-generated content in encouraging consumers’ purchase decisions on social commerce platforms.

The Effects of Fear of Missing Out (FOMO) and Sales Promotion on Impulsive Buying of Skintific Products on the Shopee E-Commerce Platform (A Study of Generation Z in Cirebon)

2026-10-06T21:20:43+07:00

The growth of e-commerce has transformed consumer purchasing behavior, particularly among Generation Z, who are highly active users of digital media. Various digital marketing stimuli, such as sales promotion and the phenomenon of Fear of Missing Out (FOMO), may encourage consumers to make spontaneous, unplanned purchases. This study aims to analyze the effects of Fear of Missing Out (FOMO) and sales promotion on impulsive buying of Skintific products on Shopee among Generation Z in Cirebon. The study employed a quantitative approach using explanatory research involving 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that Fear of Missing Out (FOMO) and sales promotion have positive and significant effects on impulsive buying. These findings suggest that psychological impulses arising from the fear of falling behind trends, together with promotional strategies implemented by Shopee, increase the tendency of Generation Z consumers to make impulsive purchases. The study implies that companies need to manage promotional strategies appropriately and consider consumers’ psychological characteristics when designing digital marketing communications.

The Effects of Customer Reviews, Ratings, and Price on Purchase Decisions: The Mediating Role of Purchase Intention in Online Food Delivery Applications

2026-10-06T21:52:32+07:00

The development of online food delivery services has changed consumer behavior in purchasing food through digital platforms. Before making a transaction, consumers generally use customer reviews, ratings, and price information to evaluate products and merchants. However, previous studies have reported mixed findings regarding the effects of these three factors on purchase decisions, indicating the need for further research. This study aims to analyze the effects of customer reviews, ratings, and price on purchase decisions, with purchase intention as a mediating variable in online food delivery applications. The study employed a quantitative approach and surveyed 170 respondents selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that customer reviews, ratings, and price have positive and significant effects on purchase intention. In addition, customer reviews, ratings, price, and purchase intention also have positive and significant effects on purchase decisions. Purchase intention was found to mediate the effects of customer reviews, ratings, and price on purchase decisions in online food delivery applications. These findings indicate that improving the quality of customer reviews, maintaining consistently favorable ratings, and setting appropriate prices can strengthen consumers' purchase intention and thereby encourage purchase decisions in online food delivery services.

The Effects of Menu Variety and Service Quality on Repurchase Intention through Customer Satisfaction

2026-10-14T16:36:28+07:00

This study analyzes the effects of menu variety and service quality on repurchase intention, with customer satisfaction as a mediating variable, at Kisamen NoodleBar in Cirebon. The study employed an explanatory quantitative design. The population comprised 6,036 customers between September 2025 and February 2026, while a sample of 98 respondents was determined using the Slovin formula, with data collected through Likert-scale questionnaires. Data were analyzed using multiple linear regression, path analysis, t-tests, an F-test, and Sobel tests in IBM SPSS Statistics 31. The results show that menu variety had a positive and significant effect on customer satisfaction (t=5.503; p<0.001), service quality had a positive and significant effect on customer satisfaction (t=9.092; p<0.001), and customer satisfaction had a positive and significant effect on repurchase intention (t=9.126; p<0.001). Customer satisfaction did not mediate the effect of menu variety on repurchase intention (z=1.18), but it mediated the effect of service quality on repurchase intention (z=4.18). The models explained 47.1% of the variation in customer satisfaction and 50.7% of the variation in repurchase intention. The findings emphasize that service improvements create a stronger repurchase pathway through satisfaction, whereas menu variety needs to be accompanied by relevant and consistent differentiation to produce an indirect effect.

The Effects of Brand Image, Product Quality, and Price on Purchase Decisions: The Mediating Role of Purchase Intention for Softex Sanitary Pads

2026-10-14T17:22:39+07:00

Competition in Indonesia’s sanitary pad industry is becoming increasingly intense, requiring companies to understand the factors influencing consumers’ purchase decisions. This study aims to analyze the effects of brand image, product quality, and price on purchase decisions through purchase intention as a mediating variable for Softex sanitary pads. The study employed a quantitative approach using a survey method. The study population consisted of female students at the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, who had previously used or purchased Softex sanitary pads. Purposive sampling was used to select 200 respondents. Primary data were collected through questionnaires and analyzed using structural equation modeling–partial least squares (SEM-PLS) with SmartPLS 4 software. The results show that brand image has a positive and significant effect on purchase intention, whereas product quality and price have no significant effect on purchase intention. Furthermore, purchase intention has a positive and significant effect on purchase decisions. Mediation analysis shows that purchase intention mediates the effect of brand image on purchase decisions, but does not mediate the effects of product quality or price on purchase decisions. These findings emphasize that strengthening brand image is a more effective strategy for increasing purchase intention and purchase decisions for Softex sanitary pads than relying solely on product quality or pricing strategies.

The Effects of Work-Life Balance and Psychological Well-Being on Job Satisfaction among Employees of the Cirebon Regency Department of Trade and Industry

2026-10-14T18:54:15+07:00

This study aims to analyze the individual and joint effects of work-life balance and psychological well-being on job satisfaction among employees of the Cirebon Regency Department of Trade and Industry. The study employed a quantitative approach with an associative method. All 150 employees were selected as respondents through total sampling. Data were collected through interviews and Likert-scale questionnaires and then analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination in SPSS 25. The results show that work-life balance has a positive and significant effect on job satisfaction (B = 0.760; t = 7.483; p < 0.001). Psychological well-being also has a positive and significant effect on job satisfaction (B = 0.319; t = 4.460; p < 0.001). Jointly, the two variables have a significant effect (F = 50.764; p < 0.001). The adjusted R-squared value of 0.414 indicates that 41.4% of the variance in job satisfaction can be explained by work-life balance and psychological well-being. These findings emphasize the need for proportional workload management, support for employees’ personal lives, and programs for employees’ psychological development and competence.

The Effects of Celebrity Endorsement and Flash Sales on Purchasing Decisions for Glad2Glow Products on TikTok Shop

2026-10-15T09:43:38+07:00

The development of digital commerce has changed consumer behavior, particularly in the beauty and skincare industry. TikTok Shop is one of the rapidly growing social commerce platforms in Indonesia, encouraging companies to implement digital marketing strategies, such as celebrity endorsement and flash sale programs, to increase consumer purchasing decisions. This study aims to analyze the effects of celebrity endorsement and flash sales on purchasing decisions for Glad2Glow skincare products among female students of the Faculty of Economics and Business at Universitas Muhammadiyah Cirebon. The study uses a quantitative approach with descriptive and hypothesis-testing methods. The sample consists of 83 respondents selected through purposive sampling. Data were analyzed using IBM SPSS Statistics. The results show that celebrity endorsement has a positive and significant effect on purchasing decisions (t = 5.188; p < 0.001). Flash sales also have a positive and significant effect on purchasing decisions (t = 3.985; p < 0.001). Together, the two variables significantly affect purchasing decisions (F = 50.690; p < 0.001), with an adjusted R square of 0.548. This means that celebrity endorsement and flash sales explain 54.8% of purchasing decisions, while the remaining 45.2% is influenced by factors outside the study. These findings indicate that combining credible celebrities with time-limited promotional programs can increase consumer purchasing decisions on social commerce platforms.