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p-Index From 2021 - 2026
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All Journal Gema Wiralodra Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Anthonius Sogodoran Hutabarat
Universitas Bina Nusantara, Jakarta, Indonesia.
Economics, Econometrics & Finance Other

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Does Influencer Credibility Directly Drive Purchases? Evidence from Indonesian Social Commerce Users Anthony Kurniawan; Christian Setiawan; Fredric Wijaya; Anthonius Sogodoran Hutabarat
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 4 (2025): Dinasti International Journal of Economics, Finance & Accounting (September - O
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i4.4767

Abstract

This paper discusses the effects of credibility of influencer and sales promotions on consumers' purchasing decisions within social commerce, particularly in the Indonesian market. It further analyzes how purchase intention mediates, offering guidance for optimizing marketing tactics in this expanding digital landscape. A quantitative approach was utilized through an empirical survey involving 150 active social commerce users to perform the research. The survey held across the Indonesian cities of Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek). Partial least squares structural equation modeling (PLS-SEM) and principal component analysis (PCA) were applied using SmartPLS software for structural model analysis and measurement. This paper reveals that both sales promotions and influencer credibility significantly enhance customers' purchase intentions, which subsequently drive their purchase decisions in social commerce. Sales promotions directly affect purchasing, while influencer credibility primarily boosts purchase intentions that indirectly lead to buying actions. This highlights the value of credible influencers and targeted promotions in increasing consumer engagement and conversions. This paper combined an analysis of influencer credibility and sales promotions on purchase decisions within social commerce, specifically in the Indonesian market. Unlike prior studies that examine these factors individually, this research integrates both elements with purchase intention as a mediating factor. This approach provides a more enhanced model for understanding consumer behavior in a social commerce environment.
The Effect of Digital Insurance Product Sales on Customer Satisfaction at PT BRI Asuransi Indonesia Beldi Beldi; Wini Dwipayani; Anthonius Sogodoran Hutabarat
Gema Wiralodra Vol. 17 No. 1 (2026): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v17i1.889

Abstract

The swift advancement of digital technology has prompted insurance firms to embrace digital channels for product distribution to improve service quality and client satisfaction. This study seeks to examine the impact of perceived simplicity of use, perceived usefulness, and system quality on customer satisfaction, with trust serving as a mediating variable, in the digital insurance product sales services of PT BRI Asuransi Indonesia. This study utilizes a quantitative methodology through a survey technique. Data were gathered via questionnaires administered to 405 respondents utilizing PT BRI Asuransi Indonesia's digital insurance services. The investigation utilized the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique. The findings demonstrate that perceived ease of use, perceived usefulness, and system quality exert positive and significant influences on both trust and customer satisfaction. Moreover, trust exerts a favorable and substantial influence on consumer satisfaction. The mediation study reveals that trust strongly mediates the links among perceived ease of use, perceived usefulness, system quality, and customer happiness. The findings indicate that customer satisfaction in digital insurance services is influenced by technological aspects, including simplicity of use, perceived benefits, and system quality, as well as the degree of customer trust in both the system and the service provider. This study offers empirical insights into the advancement of technology acceptance and information system success models within the realm of digital insurance in Indonesia, and presents practical implications for insurance firms in formulating digital sales strategies that prioritize system quality and trust enhancement initiatives.
Co-Authors Anthony Kurniawan Beldi Beldi Christian Setiawan Fredric Wijaya Wini Dwipayani