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All Journal Journal of Applied Business, Taxation and Economics Reseach
Muhammad Aqsa
Muhammadiyah University of Palopo
Economics, Econometrics & Finance

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The Influence of Interactive Content and Influencers on The Purchase Decisions of Micro, Small, and Medium Enterprises in Palopo City Nia Ramadani; Muhammad Aqsa; Jumwan Jasman
Journal of Applied Business, Taxation and Economics Research Vol. 5 No. 5 (2026)
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v5i5.603

Abstract

This research is motivated by the increasing use of digital media as a marketing tool, where interactive content and influencers have become strategies widely used by companies to attract attention and encourage consumers in making purchasing decisions. This study aims to analyze the influence of interactive content and influencers on consumer purchasing decisions. The research method used is a quantitative method with a population of all MSME consumers in Palopo City who have purchased MSME products. The sampling technique used purposive sampling with the determination of the number of samples using the MoE formula so that a sample size of 100 samples was obtained. Data analysis included descriptive and inferential analysis using SmartPLS. The results of the study show that: Interactive content has a positive and significant effect on purchasing decisions, influencers have a positive and significant effect on purchasing decisions and simultaneously interactive content and influencers have a positive and significant effect on purchasing decisions. These findings indicate that a digital marketing strategy that combines interactive content and influencers is effective in increasing consumer interest and purchasing decisions.
The Influence of Media Marketing Social to Generation Z Purchase Decisions Through Brand Engagement and Personalization on Brand Planet Surf in City Palopo Hiskiah Hiskiah; Muhammad Aqsa; Edi Mazudi
Journal of Applied Business, Taxation and Economics Research Vol. 5 No. 5 (2026)
Publisher : PT. EQUATOR SINAR AKADEMIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54408/jabter.v5i5.612

Abstract

Study This aim For analyze the influence of social media marketing to decision purchase consumer Generation Z with role mediation of brand engagement and personalization on Planet Surf Brand in Palopo City in 2025. Research This use approach quantitative with population all over consumer Generation Z in Palopo City who have exposed advertising and doing purchase retail products , both both online and offline . Sample study totaling 100 respondents were determined use technique purposive sampling. Collection data is done through questionnaire structured , whereas data analysis using Structural Equation Modeling based on Partial Least Squares (PLS-SEM) with help device soft SmartPLS 4/3. Research results show that social media marketing influential positive and significant towards brand engagement and personalization, but No influential significant in a way direct to decision purchase . Brand engagement and personalization proven influential positive and significant to decision purchase as well as mediate The influence of social media marketing . Implications study This show that company need emphasize personalization and improvement strategies involvement consumer in activity social media marketing For push decision purchase Generation Z.
Co-Authors Edi Mazudi Hiskiah Hiskiah Jumwan Jasman Nia Ramadani