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p-Index From 2021 - 2026
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All Journal Journal of Business, Social and Technology Enrichment: Journal of Multidisciplinary Research and Development
Meliyana Rizki Prabaningrum
Universitas Jenderal Soedirman
Humanities Economics, Econometrics & Finance Engineering Health Professions Industrial & Manufacturing Engineering Social Sciences

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The Effect of Micro-Influencers on Brand Trust and Buying Decisions, with Brand Preference as a Mediating Variable and Micro-Influencer Brand Selfies as a Moderating Variable, Among SMEs (Food Businesses in Purwokerto) Meliyana Rizki Prabaningrum; Najmudin Najmudin; Sudarto Sudarto
Enrichment: Journal of Multidisciplinary Research and Development Vol. 4 No. 3 (2026): Enrichment: Journal of Multidisciplinary Research and Development
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/enrichment.v4i3.679

Abstract

In the digital marketing era, micro-influencers have become a powerful force in shaping consumer behaviour, particularly for small and medium enterprises (SMEs) in the food sector. This research investigates the influence of micro-influencer brand trust on consumers' buying decisions, with brand preference as a mediating variable and micro-influencer brand selfie as a moderating variable, in the context of small and medium food enterprises in Purwokerto. The research employs a mixed-methods approach, combining surveys to examine relationships among variables and interviews to explore consumers' experiences, perceptions, and motivations. The study is grounded in Social Identity Theory, proposing that consumers form social identities through engagement with local micro-influencers, which strengthens trust in the brand and enhances brand preference. Additionally, personal content such as brand selfies is expected to reinforce the effect of influencer trust on consumer attitudes. The findings indicate that micro-influencer brand trust positively affects brand preference and buying decisions, with brand preference serving as a key psychological mechanism, while brand selfies amplify this influence. The study contributes theoretically by applying Social Identity Theory to local influencer marketing, offering a deeper understanding of consumer–influencer interactions. Practically, it provides insights for SMEs to optimise their marketing strategies through authentic and engaging influencer content that effectively encourages consumer purchases.
Service Innovation and New Product Performance in Indonesian Tutoring SMEs Meliyana Rizki Prabaningrum; Agus Suroso; Weni Novandari
Journal of Business, Social and Technology Vol. 7 No. 3 (2026): Journal of Business, Social and Technology
Publisher : Politeknik Siber Cerdika Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59261/jbt.v7i3.733

Abstract

Background: Tutoring SMEs increasingly need to renew their service delivery as digitalisation and changing parent and student preferences reshape competition. Objective: This study examines the effect of service innovation on new product performance and tests whether market turbulence moderates that relationship among tutoring SMEs in Banyumas, Purbalingga, and Banjarnegara. Methods: A quantitative, purposive-sampling design was analysed in SPSS Version 30 using item validity and reliability tests and an ordinary least-squares interaction model. Results: Service innovation positively predicted new product performance (B = 0.383, t = 2.547, p = .017), while market turbulence had a direct positive association (B = 0.451, t = 3.933, p < .001). The interaction was not significant (B = 0.014, t = 0.344, p = .734). Conclusion: Service innovation is associated with stronger new product performance, whereas market turbulence operates as a direct contextual correlate rather than a moderator in this sample.
Co-Authors Agus Suroso Najmudin Sudarto Sudarto Weni Novandari