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Peran Social Media Marketing dan Influencer Marketing dalam Upaya Meningkatkan Minat Beli Konsumen pada Produk UMKM Raffas Kitchen Indramayu Yudianto, Agus; Nurpratama, Meddy; Firdaus, Taufansyah; Sonjaya, Nana Supriatna
Jurnal EMT KITA Vol 10 No 3 (2026): JULY 2026
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v10i3.6524

Abstract

The purpose of this study is to examine how consumer interest in purchasing from Raffas Kitchen MSMEs in Indramayu is impacted by social media marketing and influencer marketing tactics. The study employs an explanatory research strategy and a quantitative methodology. Using a purposive sampling strategy, questionnaires were given to 47 respondents in order to gather data. With indicators like online communities, interaction, accessibility, and credibility, the results show that the social media variable has a considerable impact on consumers' desire in making a purchase. However, because of low levels of interaction and a mismatch between the target market and the audience, the influencer marketing variable does not demonstrate a meaningful impact. Evaluation of the measurement model shows that all indicators are valid, with AVE surpassing 0.5, loading factor values over 0.70, and composite reliability above 0.7. A 0.521 R-squared value suggestsindicated 52.1% of the variation in customer purchasing interest can be explained by social media and influencer marketing combined. To increase the efficacy of marketing strategies, this study suggests choosing more appropriate influencers and optimizing social media content.
Co-Authors Agung, Ismail Anik Nurhidayati Bahtiar Efendi Durosid, Durosid Heri Purwanto Lestari, Autami Tri Lini, Nahdia Ma’arif, Putuhal Meddy Nurpratama Muhammad Tahwin Nana Supriatna Sonjaya Nida, Robbani Nunung Nurhayati Nurshodiq, Hafidz Riskin Hidayat Samsul Anwar Septyana, Tika Indah Setiawan, Anggun Sugiarto S Taufansyah Firdaus, Taufansyah Yanti, Herni Yuliawati, Tuti