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All Journal Sebelas Maret Business Review
Firdaus, Husban Yarjuna
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Online customer reviews vs influencer endorsements: Which drives purchase intention through trust? Permatasari, Harnung Indah; Rany, Tarysha Aulya Putri; Firizqi, Henny; Firdaus, Husban Yarjuna
Sebelas Maret Business Review Vol 9, No 2 (2024): December 2024
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v9i2.98544

Abstract

Digital marketing has changed the traditional paradigm, focusing on enhancing product image, competitiveness, and market share through deeper consumer interaction through online platforms. Concentrating on improving product image through features and enhancements, rather than price reduction, is a more effective strategy today. Digital marketing accentuates consumer interaction and brand equity strengthening through platforms facilitating consumer reviews and influencer endorsements. Nonetheless, the influencer's audience fits with the target demographic and the impression they carry needs to be considered by manufacturers. This study addresses the complex relationship between influencer endorsement and online customer reviews on purchase intention combined with trust as a mediator. Data from 333 respondents in Indonesia were analyzed using Structural Equation Modeling (SEM) in SmartPLS. Online reviews, as a form of electronic word-of-mouth (eWOM), significantly influence purchase decisions by increasing trust through objectivity and transparency of product quality and value information. However, influencer endorsement in digital marketing, which is more cost-efficient than conventional media, did not show a significant effect. This research offers important insights for manufacturers in managing their digital marketing strategies by considering the critical role of customer reviews and consumer trust.
Family characteristics and income: Evidence from Indonesia Firdaus, Husban Yarjuna; Satrio, Aham Bagas; Fahrudin, Muhammad Safli; Siregar, Muhammad Adam
Sebelas Maret Business Review Vol 8, No 1 (2023): June 2023
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v8i1.74867

Abstract

Balance in the form of linkages between socioeconomic aspects of a region is the key to economic stability. This economic stability is essential to achieve community welfare, so existing interventions must be considered considering that  a slight change in one aspect will affect the economic balance. With the achievement of community welfare, the economic development of a region can be said to be good, which also has implications for handling existing socioeconomic problems. However, the misalignment of education level, gender, internet access, and marital status of each district/city area triggers differences in income levels. Therefore, through this study, it is expected to be able to answer whether factors such as education level, gender, internet access, and marital status are factors that influence the magnitude of income levels, especially in DIY Provinces. By using IFLS-5 data processed through an estimat ion method using logistic regression, test results were obtained that gender and internet access factors significantly affected the amount of people's income. In contrast, the level of education and marital status did not significantly affect the income of people in DIY Province
Co-Authors Fahrudin, Muhammad Safli Firizqi, Henny Permatasari, Harnung Indah Rany, Tarysha Aulya Putri Satrio, Aham Bagas Siregar, Muhammad Adam