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All Journal STRATEGIC MANAJERIAL Conference on Innovation and Application of Science and Technology (CIASTECH) Abdimas Umtas : Jurnal Pengabdian kepada Masyarakat International Journal of Economics Development Research (IJEDR) JEBD Jurnal Pengabdian Nasional (JPN) Indonesia J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi
Adam Hermawan
Universitas Pendidikan Indonesia
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Analysis of Influencer Credibility Mediating the Impact of Content Marketing on Emina’s Purchase Desision Salma Salsabila Lestari; Syti Sarah Maesaroh; Adam Hermawan
EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi Vol. 3 No. 6: September 2024
Publisher : CV. Ulil Albab Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/ekoma.v3i6.4782

Abstract

This study aims to analyze the credibility of influencers mediating the impact of content marketing on purchasing decisions for Emina products. The research method used is associative quantitative, with data collected through questionnaires distributed to 170 respondents who are users of Emina Glossy Stain and have seen review content labeled "Tasya Farasya Approve." The results show that influencer credibility, consisting of trustworthiness, attractiveness, and expertise, significantly mediates the impact of content marketing on purchasing decisions. The use of the "Tasya Farasya Approve" label has been proven to influence consumer perceptions and purchasing decisions for Emina products. This indicates the importance of influencer credibility in content marketing strategies to enhance purchasing decisions.
Co-Authors Adi Prehanto Alifia Fatimatun Nazya Amir Machmud Asep Nuryadin Azizah Fauziyah Balebat Dwi Adisubagja Btari Mariska Purwaamijaya Devina Fauziyah Donny Karunia Pratama Dwi Retno Fachrul Dena Fariq Irham Hudiya Gina Cissy Aprilia Hanif Pradika Indradi Herdiana, Oding Irfan Alfaridzi Ramadhan Jesika Tamaria Maesaroh, Syti Sarah Muhammad Dito Marcelino Muhammad Dzikri Ar Ridlo Rangga Gelar Guntara Salma Salsabila Lestari Suci Ramasiah