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THE EFFECT OF CONTENT REVIEW AND PROMOTION ON BUYING INTEREST WITH PRODUCT INVOLVEMENT AS AN INTERVENING: (Case Studies Of Tasya Farasya's Beauty Vlogger Review On Wardah Products)

Journal of Business Studies and Management Review · Vol. 5 No. 2 (2022) · hlm. 312–318

DOI
10.22437/jbsmr.v5i2.18881
ISSN
2597-6265, 2597-369X
Terbit
2022-07-08
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This research aims to explain the influence of product review content and promotions through social media on buying interest through product involvement. Sampling size was determined with the quote technique; 115 respondents were chosen from management students, Faculty of Economics and Business, University of Jambi. The data analysis used PLS (Partial Least Square). The results showed that product review content has a positive and significant effect on buying interest, and promotion positively and significantly impacts buying interest. Product review content has a significant positive effect through product involvement as an intervening variable, and promotion through social media has a positive and significant impact on buying interest through product involvement. Based on the study results, the marketer can suggest social media as a product promotion tool because social media can reach market segments effectively and efficiently and encourage marketers to work with beauty vloggers who have the credibility to attract consumer buying interest.

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  • Universitas Jambi
  • State University of Semarang
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
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Rekan penulisOrganisasiArtikel bersama
Syahmardi YacobUniversitas Jambi4
Sry RositaUniversitas Jambi4
Dahmiri DahmiriUniversitas Jambi3
Edward EdwardUniversitas Jambi2
Ade OctaviaUniversitas Jambi2
Sylvia Kartika Wulan BhayangkariUniversitas Jambi2
Zulfina AdrianiUniversitas Jambi2
Musnaini MusnainiUniversitas Jambi2
Elis KartikaUniversitas Jambi1
Made Deviani DuajaUniversitas Jambi1
Rista Aldilla SyafriUniversitas Jambi1
Rizky Azika RamadhanUniversitas Jambi1
Dian Mala Fithriani AiraUniversitas Jambi1
Sigit IndrawijayaUniversitas Jambi1
Zamzami ZamzamiAfiliasi tidak diketahui1
Syahmardi YacubAfiliasi tidak diketahui1
Ade TitinifitaUniversitas Jambi1
Sumarni SumarniAfiliasi tidak diketahui1
Yemmi SuwartiUniversitas Jambi1
Wawan NoviantoAfiliasi tidak diketahui1
Mugi RahayuState University of Semarang1
Fitriaty FitriatyUniversitas Jambi1
Rima IndriyaniUniversitas Jambi1
adeAfiliasi tidak diketahui1
syahmardiAfiliasi tidak diketahui1
Johni Paul Karolus PasaribuAfiliasi tidak diketahui1
Iswento Rizki Manarissar RajagukgukUniversitas Jambi1
Novita EkasariUniversitas Jambi1
Desta FitrianaUniversitas Jambi1
Andang FazriUniversitas Jambi1
GufronUniversitas Jambi1
Suci Novtari Kumala DewiAfiliasi tidak diketahui1
M. ArjunAfiliasi tidak diketahui1
Ely Esra SihalohoUniversitas Jambi1
Yuliusman YuliusmanUniversitas Jambi1
Agus SolikhinUniversitas Jambi1
Rizky SaputraUniversitas Jambi1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">THE EFFECT OF CONTENT REVIEW   AND PROMOTION   ON BUYING INTEREST WITH PRODUCT INVOLVEMENT AS AN INTERVENING   : (Case Studies Of Tasya Farasya's Beauty Vlogger Review On Wardah Products)</dc:title>
	<dc:creator xml:lang="en">Risyafani, Sonia</dc:creator>
	<dc:creator xml:lang="en">Johannes, Johannes</dc:creator>
	<dc:creator xml:lang="en">Khalik, Idham</dc:creator>
	<dc:subject xml:lang="en">Social Media Promotion</dc:subject>
	<dc:subject xml:lang="en">Buying Interest</dc:subject>
	<dc:subject xml:lang="en">Product Involvement</dc:subject>
	<dc:subject xml:lang="en">Content Review</dc:subject>
	<dc:description xml:lang="en">This research aims to explain the influence of product review content and promotions through social media on buying interest through product involvement. Sampling size was determined with the quote technique; 115 respondents were chosen from management students, Faculty of Economics and Business, University of Jambi. The data analysis used &amp;nbsp;&amp;nbsp;&amp;nbsp;PLS (Partial Least Square). &amp;nbsp;&amp;nbsp;The results showed that product review content has a positive and significant effect on buying interest, and promotion positively and significantly impacts buying interest. Product review content has a significant positive effect through product involvement as an intervening variable, and promotion through social media has a positive and significant impact on buying interest through product involvement. Based on the study results, the marketer can suggest social media as a product promotion tool because social media can reach market segments effectively and efficiently and encourage marketers to work with beauty vloggers who have the credibility to attract consumer buying interest. </dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2022-07-08</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/18881</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i2.18881</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022; 312-318</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/18881/13710</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Sonia Risyafani, Johannes Johannes, Idham Khalik</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>