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All Journal Majalah Ilmiah Bijak Ilomata International Journal of Management Ilomata International Journal of Management
Rahmawati Hasan, Rahmawati
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Nano Influencer Analysis of Purchasing Interest in Micro and Small Business Products Ardiansyah, Tedy; Nurjanah; Purwaningsih, Dewi; Hasan, Rahmawati
Ilomata International Journal of Management Vol. 5 No. 4 (2024): October 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i4.1385

Abstract

This research aims to examine the influence of the nano influencer model innovation (ni) on purchasing decisions (kp) through consumer behavior (pk) and purchase interest (mb) on micro and small business or MSME products carried out in the media. In addition, this research also explores the mediating role of consumer behavior (pk) and purchase interest (mb) in relation to decision making (kp). using primary data collected in this research through a questionnaire clicked through Google Form by a total of 125 respondents. Sampling was carried out deliberately, with a focus on students who had experienced or had experience as influencers. Research findings show that ni, kp, and mb have a significant influence on kp in the Jakarta Bogor Depok Tanggerang Bekasi or JABODETABEK area. In addition, a significant influence of pk was found, and mb was identified as the main mediating factor between ni and kp, which were correlated with each other. This research presents the latest information and analysis regarding factors that can help students become nano influencers.
Nano Influencer Analysis of Purchasing Interest in Micro and Small Business Products Ardiansyah, Tedy; Nurjanah; Purwaningsih, Dewi; Hasan, Rahmawati
Ilomata International Journal of Management Vol. 5 No. 4 (2024): October 2024
Publisher : Yayasan Sinergi Kawula Muda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijjm.v5i4.1385

Abstract

This research aims to examine the influence of the nano influencer model innovation (ni) on purchasing decisions (kp) through consumer behavior (pk) and purchase interest (mb) on micro and small business or MSME products carried out in the media. In addition, this research also explores the mediating role of consumer behavior (pk) and purchase interest (mb) in relation to decision making (kp). using primary data collected in this research through a questionnaire clicked through Google Form by a total of 125 respondents. Sampling was carried out deliberately, with a focus on students who had experienced or had experience as influencers. Research findings show that ni, kp, and mb have a significant influence on kp in the Jakarta Bogor Depok Tanggerang Bekasi or JABODETABEK area. In addition, a significant influence of pk was found, and mb was identified as the main mediating factor between ni and kp, which were correlated with each other. This research presents the latest information and analysis regarding factors that can help students become nano influencers.
Effect of Gender in MGA (Multi Group Analysis) on Nano Influencer Relationship on Buying Decisions Ardiansyah, Tedy; Nurjanah, Nurjanah; Purwaningsih, Dewi; Hasan, Rahmawati
Majalah Ilmiah Bijak Vol. 21 No. 2: September 2024
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/bijak.v21i2.4127

Abstract

The problem currently facing students is that in the digital age they are still not maximizing opportunities for digital entrepreneurship, so a lot of time is wasted. As an influencer is one solution to get purchasing decisions from consumers. The research method using the Multigroup Analysis (MGA) approach with the partial least squares path modeling (PLSPM) approach is an effective method for analyzing moderation in various relationships in the research model. The samples taken were students who were active as influencers. The sampling technique was carried out using purposive sampling where there were 125 respondents throughout Jabodetabek. The results of the research are that all 4 hypotheses relating to nano influencers (ni) on decision buying (kp) through sex or gender moderators, whether male or female, all have a positive and significant effect, but men have advantages for sex or gender compared to women as moderators of nano influencer (ni) on decision buying (kp) are shown by a path coefficient value of 0.713.
Co-Authors Ardiansyah, Tedy Dewi Purwaningsih N. Nurjanah Nurjanah