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All Journal IQTISHODUNA Jurnal SOLMA IJEBD (International Journal Of Entrepreneurship And Business Development) JURNAL MANAJEMEN BISNIS JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan) Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) E-JRM Escalate : Economics and Business Journal
Farida, Eka
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Pengaruh customer review, customer rating, dan celebrity endorser terhadap minat beli melalui kepercayaan di online shop Shopee Firdaus, Mukhammad; Aisyah, Siti; Farida, Eka
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) Vol.4, No.1 (2023): June 2023
Publisher : Universitas Widya Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37631/ebisma.v4i1.874

Abstract

Shopee is the number 1 marketplace in Indonesia in terms of usage, but lately Shopee is no longer in that position. The aim of this research is to find out and analyze how the influence of Customer Reviews, Customer Ratings and Celebrity Endorsers on Purchase Intention through trust as an intervening variable at Online Shop Shopee. This research is a quantitative research using explanatory research techniques. The sampling was carried out using purposive sampling technique. The population of this research is all Shopee consumers in Malang city with 95 respondents as a sample. The results of this study are (1) Customer reviews have no significant effect on trust, (2) Customer ratings and celebrity endorsers have a significant effect on trust, (3) Customer reviews have no significant effect on purchase intention, (4) Customer ratings and celebrity endorsers have a significant effect on purchase intention, (5) Trust has an effect on purchase intention, (6) Customer reviews have no significant effect on purchase intention through trust, (7) Customer ratings and celebrity endorsers have a significant effect on purchase intention through trust.
How Micro-Influencers Influence the Evolution of Brand Engagement: Insights from a Literature Review Mcclellan, Tammy; Farida, Eka; Banu Siswoyo, Bambang
Escalate : Economics and Business Journal Vol. 3 No. 01: Intelligent Marketing and Behavioral Insights: Redefining Institutional and Organizat
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v3i01.289

Abstract

This systematic literature review explores the strategic role of micro-influencers in shaping brand engagement within digital marketing ecosystems. Analyzing 61 peer-reviewed articles published between 2019 and 2024, the study synthesizes key insights across ten thematic areas including influencer strategy, consumer trust, emotional connection, and technological adaptation. Findings reveal that micro-influencers foster deeper consumer interactions than macro-influencers due to their authenticity, consistent storytelling, and alignment with niche communities. Additionally, platform-specific features and ethical messaging enhance consumer trust and brand loyalty. The study proposes a conceptual framework for understanding micro-influencers as co-creators of brand meaning and highlights implications for relationship marketing. This research offers both theoretical advancement and practical guidance for brands navigating an increasingly fragmented digital landscape.
Co-Authors Amalia, Roikhana Nur Andi Normaladewi Angge, Kandidatus Arie Andini, Galuh Mayang Aryani, Nisa Fadlilah Banu Siswoyo, Bambang Berliana, Alvi Sinta Cahyani, Berliana Regita Danang Prio Utomo Fahrurrozi Rahman Firdaus, Mukhammad Firmansyah, Dani Hadi Sunaryo Herdiansyah, Ach Iqmal Imam Bushiri, Moh Ita Athia Jeni Susyanti Kartika Sari, Devel Kusnadi Lestari, Purwaningrum Puji Lukman, Moh. Mcclellan, Tammy MIFTAKHUL JANNAH Millaningtyas, Restu Muh. Fahrurrozi Muttaqin, Fatih Sahirul Muzhaffirah, Tarishah Abidah Neneng Rika Jazilatul Kholidah Neneng Rika Jazilztul Kholidah Nur Hidayati Nur Rizky, Syahrul Pardiman Pardiman Ramadhan, Tri Sugiarti Ratna Tri Hardaningtyas, Ratna Tri Riansyah, Priyadana Sura Rizki, Miftahur Rohman, Hanif Avivu Safitri, Melfarya Saputra, Rizky Maulana Siti Aisyah Subhan Subhan Sulton Sholehuddin, Sulton Sutejo, Egi Hadi Ula, Khofifatul Ummah, Lafifatul Yudhistira, Ivanda Danar Yudiarosa, Melinda