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All Journal Formosa Journal of Multidisciplinary Research (FJMR) Jurnal Ekonomi, Manajemen, Akuntansi
Lina Budiarti
Universitas Negeri Malang
Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Impact of Social Media Influencer on Consumer Purchase Behaviour toward MSME Food Vendors Lina Budiarti; Agus Hermawan; Wening Patmi Rahayu
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 5 No. 4: Mei 2026
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v5i4.16371

Abstract

The utilization of social media influencers has become a prevalent strategy for various organizations in this digital era, including Micro, Small, and Medium Enterprises. This study aims to analyze the role of social media influencer on consumer purchase behavior in the digital era. Using a quantitative approach, this study explores how influencer’s trustworthiness, attractiveness, experience, and content usefulness influence consumer purchase behavior. Data were collected by distributing 118 questionnaires to respondents consists of Indonesian culinary enthusiasts who engage with digital content produced by food influencer. Data analysis was performed using multiple linear regression. The results of this study indicate that influencer's trustworthiness, attractiveness, experience, and content usefulness have a positive and significant impact on purchasing behaviour both partially and simultaneously. This study provides managerial insights into how influencer marketing should be approached by companies. The findings emphasize that collaborating with social media influencer is essential as a strategic response to a highly contested market environment.
The Role of Environmental Knowledge in the Relationship between Green Marketing and Purchase Intention of Eco-Friendly Products of MSMEs Lina Budiarti; Sudarmiatin Sudarmiatin; Agus Hermawan
Formosa Journal of Multidisciplinary Research Vol. 5 No. 4 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v5i4.27

Abstract

The primary objective of this research is to investigate the impact of green marketing strategies on consumers' purchase intention regarding sustainable household products, with environmental knowledge as a moderating variable. Data were derived from a sample of 122 respondents who are aware of eco-friendly products of MSMEs in Indonesia using an online survey within a quantitative approach. The study employed a purposive sampling technique, where only individuals meeting specific criteria were selected. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to evaluate the collected data. The results show that green marketing has positive impact on purchase intention and environmental knowledge positively moderates relationship between green marketing and purchase intention. The results provide valuable insights for sustainable household products to increase purchase intention through green marketing strategies. Furthermore, this study enriches the theoretical understanding of consumer purchase intention of the sustainable household products by offering green marketing strategies to sustain a competitive advantage within an increasingly saturated market.
Co-Authors Agus Hermawan Sudarmiatin Wening Patmi Rahayu