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All Journal Economy, Business, Finance, Accounting & Management Journal
Sutrisna
Universitas Hayam Wuruk Perbanas, Surabaya, Indonesia
Computer Science & IT Economics, Econometrics & Finance

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The Impact of Influencer Marketing on Purchasing Decisions for Local Products Martianto; Sutrisna
Economy, Business, Finance, Accounting & Management Journal Vol. 2 No. 3 (2026): July: Economy, Business, Finance, Accounting & Management
Publisher : Yayasan Cinta Negara Indonesia

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Abstract

The rapid growth of digital platforms has transformed marketing strategies, particularly through influencer marketing, which has become an important approach for promoting local products. This study aims to analyze the impact of influencer marketing on consumers’ purchasing decisions for local products. The research employs a quantitative method using survey data collected from consumers who have interacted with influencer-based promotions. Data analysis is conducted through statistical testing to examine the relationship between influencer marketing factors and purchasing decisions. The results indicate that influencer credibility, attractiveness, and engagement significantly influence consumers’ decisions to purchase local products. This study concludes that influencer marketing plays a crucial role in increasing consumer trust and encouraging purchase intentions, providing valuable insights for local businesses in developing effective digital marketing strategies
Co-Authors Martianto