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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Asy-Syir'ah: Jurnal Ilmu Syari'ah dan Hukum E-Dimas: Jurnal Pengabdian kepada Masyarakat NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI JISIP: Jurnal Ilmu Sosial dan Pendidikan JCRS (Journal of Community Research and Service) Jurnal Komunikasi Universitas Garut: Hasil Pemikiran dan Penelitian Ideas: Jurnal Pendidikan, Sosial dan Budaya Jurnal Ilmiah Edunomika (JIE) Islamika : Jurnal Agama, Pendidikan dan Sosial Budaya Jurnal JTIK (Jurnal Teknologi Informasi dan Komunikasi) Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Al-Mudarris : Jurnal Ilmiah Pendidikan Islam Kordinat : Jurnal Komunikasi antar Perguruan Tinggi Agama Islam COMSERVA: Jurnal Penelitian dan Pengabdian Masyarakat Journal Of Human And Education (JAHE) Strategic: Journal of Management Sciences Al Burhan: Jurnal Kajian Ilmu dan Pengembangan Budaya Al-Qur'an Journal of Comprehensive Science Innovative: Journal Of Social Science Research SABAJAYA Jurnal Pengabdian Kepada Masyarakat Riwayat: Educational Journal of History and Humanities International Journal of Applied Research and Sustainable Sciences (IJARSS) Tashdiq: Jurnal Kajian Agama dan Dakwah RESLAJ: Religion Education Social Laa Roiba Journal Relinesia: Jurnal Kajian Agama dan Multikulturalisme Indonesia Society Multidisciplinary Indonesian Center Journal Prosiding Seminar Nasional CORISINDO
Saifuddin Zuhri
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Religion Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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Journal : Multidisciplinary Indonesian Center Journal

 1 
PENGARUH PENGGUNAAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN DALAM ERA DIGITAL Saifuddin Zuhri; Ahmad Fathur Rozi; Anjar Sulistyowati; Nurul Fauziyah
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 2 No. 1 (2025): Vol. 2 No. 1 Edisi Januari 2025
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v2i1.442

Abstract

This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media, that can influence consumer purchasing decisions. This research uses a survey method with 200 respondents who actively use social media and are exposed to influencer marketing content. The variables analyzed include influencer credibility, audience engagement, product suitability to the audience, and their influence on consumer purchasing decisions. The research results show that influencer credibility, audience engagement, and product suitability with the audience have a significant positive influence on consumer purchasing behavior. Additionally, transparency and authenticity in the relationship between influencers and brands has also proven important in building audience trust. This research provides practical implications for companies to select the right influencers, increase audience engagement, and maintain authenticity in their marketing campaigns. Overall, influencer marketing has proven effective in influencing consumer purchasing decisions, especially in the context of social media and the digital era.
Co-Authors Abd. Muid N. Abdul Rahman Adinda Nada’ul F N Adlan Nawawi, Muhammad Ahmad Yani Syaiichudin Alawi, A. Muammar Alva, Adyaksa Amananda, Irvia Angellia, Tiara Febri Anjar Sulistyowati Anselmo Rajagukguk, Gilbert Ariefah Sundari Asvi Nurjannah, Dinar Athoul Maula Arrohima Aurellia Yasmin Azzahra, Kevin Awaliah*, Nurul Rizki Ayubi, Rehan Zufar Bambang Ismaya Cholid Fadil Danang Purwanto Dewi, Mutiara Shinta Diah Arum Titah Pujangkara DR. CATUR MSI SURATNOAJI Dwihandoko, Toto Heru Dzaki Prasetya, Ilham Eka Putra, Guntur Eko Sulistiyono, Eko Emmy Hamidah Emmy Hamidah Etty Sri Hertini Faizah , Farah Felan Rhesnandia Satgas Putra Fernanda, Arvin Firmansyah, Ananda Rizqi Friska A. Utari Futihatin, Milda Habibullah, Kabir Al Fadly Hairani Hairani Hamidah , Emmy Hanjani, Sofiani Hidayaturrohmah, Ari Idum Satia Santi Idum Satia Santi Joupy G Z Mambu Kamila, Adysta Najwa Sabrina Haya Karlina Amini, Nanda Alya Kasih, Rahmatullah Annafi Titian Kinanti, Innocentia Ade Lestari, Riska Ayu Malik, Olsa Marta Siti Maharani Riskarna Putr, Annisa Marta Siti Maharani Riskarna Putr Marzuki, Arif Maudin, Slamet Michael, Ivan Chris Mohammad Rizal Nur Irawan Muh.Adlan Muhammad Nasir Muhammad Syaifudin Afandi Munzalan, A. Anzilna Nabila F. Salma Nawawi, Abd Muid Nawawi, Abd. Muid Nugraini Dewi Puspitasari Nurcahyono, Okta Hadi Nurfiansyah, Muhammad Rafli Nurhadi NURHADI Nurul Fauziyah Pingky Sitianingrum Pratama, Arrafi Bagus Pratama, Rizki Yoga Pratiwi, Eka Asa Setyaning Pratiwi, Karina Risma Pudyastuti, Septina Galih Rahayu Rahayu Rozi, Ahmad Fathur Sakdiah, Sela Halimatus Salwa, Deswanti Saputra, Juan Danny Saragih, Muhamad Nasrun Sari, Vina Budiarti Mustika Sastradiharja, EE Junaedi Sastradiharja, EE. Junaedi Setiawan, Zunan Shunhaji, Akhmad Sirait, Evi Suci, Idea Mutiara Sudirman Sumardi . Sumerli A, Chevy Herli Susilawati, Susilawati Tantri P. H. Handulusih Uswatun Hasanah Ventilanova, Vinsensia Virya, Ariesta Widagdo, Djoko Widiarti, Endang Retno Yani Prabowo Yosafat Hermawan Trinugraha, Yosafat Hermawan Yudha, Nabeel Yudhoyono, Adele Rahmad Yuniamanda, Fahreza Zainal Abidin