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All Journal Jurnal Paradigma Ekonomika AGRIMOR Jurnal Bisnis, Manajemen, dan Informatika Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Hasanuddin Economics and Business Review Jurnal SOLMA JMM (Jurnal Masyarakat Mandiri) Martabe : Jurnal Pengabdian Kepada Masyarakat Edumaspul: Jurnal Pendidikan Almana : Jurnal Manajemen dan Bisnis JURNAL MANAJEMEN PRAJA: Jurnal Ilmiah Pemerintahan Journal of Management - Small and Medium Enterprises (SME's) INVOICE : JURNAL ILMU AKUNTANSI Benefit : Journal of Bussiness, Economics, and Finance Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Jeinsa : Jurnal Ekonomi Ichsan Sidenreng Rappang Celebes Journal of Community Services
Herman, Bahtiar
Universitas Muhammadiyah Sidenreng Rappang
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Management - Small and Medium Enterprises (SME's)

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THE INFLUENCE OF DIGITAL MARKETING IMPLEMENTATION AND INFLUENCER ENDORSEMENT ON CONSUMER PURCHASE INTEREST AT KEDAITA Rafli, Muhammad Abi; B, Sofyan; Thahir, Inna Mutmainna Cahyani; Herman, Bahtiar
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.22099

Abstract

This study aims to examine the influence of digital marketing and influencer endorsements on consumer purchase intentions, with trust as a moderating variable. Using a quantitative approach with a sample of 96 Kedaita consumers, data were collected through structured questionnaires and analyzed using multiple regression and moderation analysis. The findings indicate that both digital marketing and influencer endorsement have a positive impact on purchase intention. Moreover, trust strengthens the relationship between the independent variables and purchase intention, indicating its essential role in enhancing the effectiveness of promotional strategies. The results give us a deeper understanding of how trust functions within digital marketing dynamics, particularly for small businesses. Nonetheless, this study is confined to a particular regional context and consumer segment, potentially limiting the generalizability of the results. Future research is suggested to explore other moderating variables and apply broader population samples to validate and expand the insights. Keywords: Digital Marketing; Influencer Endorsement; Trust; Purchase Intention; Consumer Behavior
Co-Authors Abdul Jabbar Akbar Akhyaruddin Hakim Aksah, Naufal Muhammad Aksal Mursalat Aksan, Muhammad Alamsyah Agit Andi Magfirah Anita S Anwar, Muh. Abduh As, Erwin Irnandi Asra, Reza Asra, Reza Astrina Nur Inayah B, Sofyan Bashir, Shahid Cahyani Tahir, Inna Mutmainna Devy Febrianti Dwi Resqi Pramana, Andi Efendy R, Rustam Harahap, Andi Tenri Hartati Hartati Haryono, Iranita Haslindah, Haslindah Hermansyah, Fakhrul Indra Iriana Auliyah Irnandi, Erwin Kahar, Abd. kamal kamal Keisyah Rifqah Arizahni Khaeriyah Adri Kiki Resky Ramdhani Sucipto Mansur, Musdalifa Mardhatillah Mardhatillah Mardiatul Jannah Muh. Abduh Anwar Muhammad Ikbal Muhammad Nur Muhammad Rais Rahmat Muhammad Rusdi Muhammad Rusdi Muhammad Try Dharsana Mursalim Nohong Musrifa, Inayah Mustanir, Ahmad Mutmainnah Mutmainnah N, Safriyanti Natsir, Andi Iqra Pradipta Naufal Muhammad Aksah Nining Triani Thamrin Nurafifah Nurafifah Nuramaliah Isra Rafli, Muhammad Abi Ramlan, Pratiwi Rani Ariyani Reskianti, Reskianti S, Muliani Saleh, Wahyuni Sofyan B Subhan Akbar Abbas Sudirman, Sitti Rahma Sunandar Said Suryaningsih Syafaruddin, Andi Riska Andreani Syahnur, Khaerunnisa Nur Fatimah Tahir, Inna Mutmainna Cahyani Tamrin, Muh Thahir, Inna Mutmainna Cahyani Ulumuddin, Ihya' Wahyuni Saleh Yaya, Astrina Nur Inayah yeni absah Yuliana , Yuliana Yuni Sari Yusmah, Yusmah Yusrianti Yusrianti Yusrianti, Yusrianti Zahilah, Riska Nur Zulkarnain Sulaiman