Jurnal Mebis (Manajemen dan Bisnis)

Optimizing Digital Marketing Strategy through Influencer Credibility, Content Quality, and Electronic Word of Mouth (E-WOM) in Building Customer Trust and Increasing Purchasing Decisions (Study on Erigo Fashion Brand in Makassar City)

2025-11-20T08:11:53+00:00

This study analyzes the influence of Influencer Credibility, Content Quality, and Electronic Word of Mouth (e-WOM) on Customer Trust and their impact on Purchase Decisions for the Erigo fashion brand on the TikTok platform. This study employs a quantitative approach using the accidental sampling method, where respondents consist of consumers who have purchased Erigo products through TikTok. A total of 125 respondents participated in this study. Data were collected through online questionnaires and analyzed using the Partial Least Squares (PLS) method with SmartPLS 3 software. The results show that Influencer Credibility, Content Quality, and e-WOM have a positive and significant effect on Customer Trust. Additionally, Influencer Credibility has a positive and significant direct effect on Purchase Decisions, while Content Quality and e-WOM have positive but not significant direct effects. However, both variables demonstrate significant indirect effects on Purchase Decisions through Customer Trust as a mediating variable. These findings highlight that Customer Trust plays a crucial mediating role in linking digital marketing strategies to consumer purchasing behavior. Therefore, fashion brands such as Erigo should strengthen influencer credibility, enhance the quality of promotional content, and optimize positive e-WOM to build consumer trust that drives purchase decisions on TikTok.

Understanding How Airport Facilities and Positive Emotions Shape Passenger Satisfaction and Travel Intention

2026-04-14T03:03:14+00:00

This research examines how the functionality and aesthetic quality of airport facilities influence passenger satisfaction and their intention to travel in the future. In an increasingly competitive aviation sector, the physical characteristics of airport terminals play an important role in shaping passengers’ perceptions and evaluations of service experience. This study further incorporates positive emotions as a moderating variable to determine whether passengers’ emotional states influence the relationship between environmental cues and behavioral outcomes. Using an explanatory quantitative design, data were obtained through structured questionnaires distributed to 380 respondents selected through purposive random sampling. The proposed relationships were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that both facility functionality and aesthetics have significant positive effects on passenger satisfaction and travel intention. In addition, passenger satisfaction acts as an important mediating mechanism that connects the quality of the physical environment with behavioral loyalty. The moderation analysis also provides an interesting finding, indicating that positive emotions reduce passengers’ reliance on physical attributes when forming satisfaction.

The Effectiveness of Human Resource Quality of Bumdes in The Industry 5.0 Era Based on Local Potential in East Sumba Regency

2026-04-27T03:58:13+00:00

This study aims to determine the effectiveness of the quality of human resources (HR) in Village-Owned Enterprises (BUMDes) of the East Sumba Regency in the Industry 5.0 era, utilising local potential to support increased village income. This study employs a qualitative descriptive approach, utilising data collection techniques that include observation, in-depth interviews, and focus group discussions (FGDs) involving the Community and Village Empowerment Office, village heads, and BUMDes administrators. The results of the study indicate that the implementation of BUMDes' HR training and development has been running quite well, as evidenced by an analysis of organizational needs, tasks, and employees, thereby improving the ability to initiate, cooperate, manage finances, market products, communicate, and utilise information technology. However, the effectiveness of training remains limited by budget constraints, unequal access to technology and telecommunications, suboptimal online training methods, and the absence of standardised evaluation indicators. These findings suggest that enhancing the quality of BUMDes' HR contributes to the diversification of village businesses and products; however, its effectiveness is only moderate and requires ongoing improvement. This study concludes that increasing HR capacity based on local potential and technological support is a key factor in creating a competitive advantage and sustainably increasing village income in East Sumba Regency.

Fear of Missing Out (FOMO) as Mediating Factor Between Social Engagement and Influencer Marketing on Smartphone Purchase Decision in Indonesia

2026-04-14T04:19:32+00:00

This study examines the impact of FOMO as a mediating factor between influencer marketing and social engagement on Indonesian consumers' decisions to buy smartphones with advanced features. The primary goal of this study is to clarify how digital marketing stimuli affect consumers’ decisions to buy high-involvement products in a highly competitive marketplace. Using a quantitative method, information was gathered from 100 Indonesian social media users—mostly Gen Z and students—through an online survey. To evaluate the suggested hypotheses, the data were examined utilizing partial least squares structural equation modeling (PLS-SEM). These findings imply that purchasing decisions are profoundly and significantly affected by both FOMO and influencer marketing. Nonetheless, there is a minimal observable direct effect from social engagement. The findings indicate that FOMO acts as a significant mediator between influencer marketing and social engagement. This illustrates that FOMO is the primary psychological mechanism that transforms online social interactions into actual purchasing activities.