Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ekonomika Manajemen Dan Bisnis
Willy Cahyadi
Program Studi Bisnis Digital, STIE Bina Karya
Economics, Econometrics & Finance Education

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Konten Kreatif, Engagement Rate, Trust in Influencer Terhadap Brand Engagement Lagilah.id Suci Amalia Ramadhani; Nurilahi .; Bobby Hartanto; Willy Cahyadi
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 1 (2026): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i1.4780

Abstract

The development of digital marketing has encouraged MSMEs in Indonesia to adopt influencer marketing strategies to enhance brand engagement amid increasingly intense competition in the digital market. This study aims to analyze and empirically examine the effect of creative content, engagement rate, and trust in influencer on brand engagement at SME Lagilah.id in Medan City. This study is a causal quantitative research with a survey approach. The population of this study is Instagram followers of MSMEs Lagilah.id from Generation Z and Millennials. A sample of 112 respondents was selected using purposive sampling technique. Primary data were collected through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS. Creative content has a positive and significant effect on brand engagement (path coefficient = 0.233; T-statistics = 2.085). Engagement rate has a positive and significant effect (path coefficient = 0.277; T-statistics = 3.074). Trust in influencer has the greatest effect (path coefficient = 0.448; T-statistics = 4.434). The three variables simultaneously explain 72.4% of the variance in brand engagement. Influencer marketing strategies that integrate creative content, engagement rate, and consumer trust are proven to be an effective approach for local SMEs in enhancing brand engagement in the digital era. These findings recommend that MSMEs prioritize collaboration with authentic influencers who are capable of driving real audience interaction.
Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian Jasa Kreatif pada UMKM Desain Aja Dulu Dede Crystien Panjaitan; Fransisca Herta Manik; Bobby Hartanto; Willy Cahyadi
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 5 No. 2 (2026): Juli-Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v5i2.4981

Abstract

The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to optimize digital marketing strategies and improve service quality in order to strengthen competitiveness and influence consumers' purchasing decisions. In creative service businesses, which are predominantly intangible, purchasing decisions are determined not only by effective digital marketing but also by the quality of services delivered to customers. This study aims to analyze the influence of digital marketing and service quality on purchasing decisions for creative services at Desain Aja Dulu MSME in Tebing Tinggi City. This research employed a quantitative approach using a causal explanatory design. The population consisted of 500 consumers, while 84 respondents were selected using the Slovin formula and purposive sampling technique. Primary data were collected through questionnaires using a five-point Likert scale, whereas secondary data were obtained from company documentation. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 3.0 software. The findings indicate that digital marketing has a positive and significant effect on purchasing decisions with a path coefficient of 0.407, a t-statistic of 3.042, and a p-value of 0.002. Service quality also has a positive and significant effect on purchasing decisions with a path coefficient of 0.447, a t-statistic of 3.244, and a p-value of 0.001. Furthermore, the R-Square value of 0.648 indicates that digital marketing and service quality jointly explain 64.8% of the variance in purchasing decisions, while the remaining 35.2% is explained by other variables outside the scope of this study. The study concludes that effective digital marketing supported by excellent service quality can significantly improve purchasing decisions in creative service MSMEs. These findings provide practical insights for MSME practitioners in developing digital marketing strategies and improving service quality to enhance business competitiveness.
Co-Authors Bobby Hartanto Dede Crystien Panjaitan Fransisca Herta Manik Nurilahi . Suci Amalia Ramadhani