Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal EBSJ
Nanto Purnomo
State University of Malang
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Influencer Marketing and MSME Product Purchase Decisions: The Role of Consumer Trust Nanto Purnomo; Sudarmiatin; Wening Patmi Rahayu; Naswan Harsono
Economics and Business Solutions Journal Vol. 10 No. 2 (2026): Economics and Business Solutions Journal
Publisher : Universitas Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26623/ebsj.v10i2.16176

Abstract

This study examines the relationship between influencer marketing and consumers’ purchase decisions regarding micro, small, and medium-sized enterprise (MSME) products, with consumer trust in the promoted product as a mediator. Survey data were obtained from 160 consumers in Lamongan Regency, Indonesia, who had purchased an MSME product after encountering influencer-generated promotional content. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Influencer marketing was positively associated with product trust (β = 0.704, p < 0.001), and trust was positively associated with purchase decision (β = 0.415, p < 0.001). Influencer marketing also retained a significant direct relationship with purchase decision (β = 0.382, p < 0.001). The indirect effect through trust was significant (β = 0.292, p < 0.001), supporting partial mediation. By distinguishing trust in the promoted MSME product from trust in the influencer, this study clarifies one pathway through which influencer communication is associated with consumers’ purchase decisions in a local MSME context. The findings suggest that influencer content should be credible, relevant, and informative, while product performance should substantiate the claims communicated.
Co-Authors Naswan Harsono Sudarmiatin Wening Patmi Rahayu