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All Journal Al-Zahra : Journal for Islamic and Arabic Studies Dinamika Dusturiah : Jurnal Hukum Islam, Perundang-undangan dan Pranata Sosial Biosfer: Jurnal Pendidikan Biologi Jurnal Darussalam: Jurnal Pendidikan, Komunikasi dan Pemikiran Hukum Islam Al-'Adl Communications in Science and Technology IJEMS (Indonesian Journal of Environmental Management and Sustainability) Ganaya: Jurnal Ilmu Sosial dan Humaniora Jurnal Informasi dan Teknologi ADHKI: Journal of Islamic Family Law INFOKUM Humanism : Jurnal Pengabdian Masyarakat Poros Onim TASAMUH: Jurnal Studi Islam Khidmatuna : Jurnal Pengabdian Kepada Masyarakat ProBisnis : Jurnal Manajemen Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Perspektif Hukum Mudabbir: Journal Research and Education Studies Asian Journal of Community Services (AJCS) Familia: Jurnal Hukum Keluarga International Journal of Community Service (IJCS) Honai Al-Aqwal : Jurnal Kajian Hukum Islam Jurnal Manajemen Rekayasa dan Inovasi Bisnis Kartika: Jurnal Studi Keislaman Jurnal Ilmu Manajemen Dan Kewirausahaan (JIMK) Indo-Fintech Intellectuals: Journal of Economics and Business Indonesian Journal of Material Research Jurnal Pendidikan Islam Expectation: Journal of Islamic Education Management (JIEM) Bulletin of Engineering Science, Technology and Industry International Journal of Sustainable Law Journal of Biology Science and Education ALMUSTOFA: Journal of Islamic Studies and Research Service Pedagogi: Jurnal Pendidikan Dasar
Amri
Institut Agama Islam Negeri Fattahul Muluk Papua
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Journal : ProBisnis : Jurnal Manajemen

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Analyzing the effects of social media influencers and advertising on consumer buying interests to determine the elasticity of digital marketing strategies Amri; Febiansyah, Hidayat; Yulianti; Isnanto, Burham
ProBisnis : Jurnal Manajemen Vol. 15 No. 2 (2024): April: Management Science
Publisher : Lembaga Riset, Publikasi dan Konsultasi JONHARIONO

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Abstract

By incorporating consumer behaviour theory and marketing communication theory, the research intends to investigate the impact of social media advertising and influencers on purchasing preferences and to evaluate the efficacy of digital marketing strategies. Data acquisition via online surveys and statistical analysis, including assessments of validity, reliability, normality, multicollinearity, heterogeneity, and double regression, are components of the research methodology. The findings indicate that purchasing interests are significantly and positively impacted by advertising and influencers; advertising and influencers account for 51.4% of the variance in purchasing interests. This research contributes to the body of knowledge by demonstrating how integrating influence and social media advertisements can increase the efficacy of digital marketing. Practical implications encompass the significance of discerning appropriate advertising and influencer strategies in order to augment consumer interest in making purchases. Additional investigation is warranted in order to comprehend the intricate interplay among social media, influencers, and consumer behaviour in the era of digitalization.
Co-Authors Abd Karim, Mohd Rahimie bin Abd Syakur Aga Sekamdo, Muhammad Ahmad Muktamar B Akhmad Dahlan Aldes Lesbani Anjelika, Fara Annisa Almeida Asep Suryana Asri Syahfitri ASWANDI Athoillah Islamy Bakhtiar Bambang Edi Tilarsono Budin, Dg Safrina Ag Darwanis Dwi Ajeng Maulidya Makalao Dwi Ratna Cinthya Dewi Dyah Margo Mukti Elfita Elisa Febriyanti Faisal Fatimah Febiansyah, Hidayat Fikriyah, Durrotul Guntur Syahputra, Guntur Halim, Hendra Hanifah, Yulizah Harahap, M. Guffar Haris Riyaldi, Muhammad Hendra Yulia Rahman, Hendra Yulia Husnul Yaqin Ikhsan Indrawati Iskandarsyah Isnanto, Burham Kasmawati Kesi Khairul Anshar Lada, Suddin Luthfia Permatasari M. Shabri Abdul Majid M. Thohar Al-Abza M. Zarkasyi Mahdi Malini Lubis, Fatimah Meutia, Sri Mirna Indriani Moh. Ali Muhamad Yusuf Muhammad Adam Muhammad Habibbullah Muhammad Haris Riyaldi Muhammad Haris Riyaldi, Muhammad Haris Muhammad Riska Muhammad Syahrizal, Teuku Muhd. Hayyanul Damanik Muhksin, Ali Murkhana Nada Syiva Salsabila Nasir, Yusrianto Nazirah Al Zany Nizam, Ahmad Noor Azuddin Yakob Noprian, Reza Nova Yuliasari Nur Ahmad, Nur Nur Ismirawati, Nur Nurma Sari, Nurma Nurul Wardani Fadhilah Pebi Juliyanti Pebrijah Nasution Putri, Bunga Indah Rachmad Surya Muhandy Rachmawaty Rahmat Idhami Ramadhani Randi, Nur Zakiyah Rasyik Adila Renaldi Reni Reni, Reni Rida Raihati Miska Ridwan Nurdin Ris Akril Nurimansjah Risfidian Mohadi Safiudin Safiudin Sariroh, St Sartiyah Stephen Martin Syahriyal Taufiq Akbar Taufiq Carnegie Dawood Tresnawan Maulana Umuri, Khairil Usiono Wijaya, Alfan Yulianti Yuliza Hanifah Yunita Syahfitri