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All Journal West Science Interdisciplinary Studies West Science Social and Humanities Studies
Eva Yuniarti Utami
Universitas Sebelas Maret (UNS)
Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Impact of Influencer Credibility on Consumer Purchasing Decisions: A Case Study on the Fashion Industry in Indonesia Desma Erica Maryati M; Eva Yuniarti Utami; Roosganda Elizabeth
West Science Interdisciplinary Studies Vol. 1 No. 09 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i09.243

Abstract

Indonesia's fashion sector has grown dramatically in recent years, driven primarily by influencer marketing's ascent to prominence in advertising and consumer interaction. Within this dynamic framework, influencer credibility—which includes competence, trustworthiness, and attractiveness—has emerged as a critical component in influencing consumer purchasing decisions. This study uses a mixed-methods approach to examine the complex relationship between customer behavior and influencer credibility in the Indonesian fashion business. It combines quantitative surveys with qualitative interviews. Our research suggests that dependability and competence are important aspects of influencer credibility that favorably affect consumers' decisions to buy. Although relevant, attractiveness has a relatively smaller impact. Furthermore, it was found that cultural relevance was a significant element, as consumers favored influencers that shared the norms and values of Indonesian culture. These insights offer a deeper knowledge of the interaction between influencers and customers in Indonesia's dynamic fashion market, which is helpful advice for influencers and marketers alike as they try to optimize their tactics in this quickly changing scene.
B2B Digital Marketing and ROI Measurement: Challenges and Opportunities in the Business-to-Business Industry for MSMEs in Indonesia Eri Mardiani; Eva Yuniarti Utami; Muhammad Umer Farooq Mujahid
West Science Interdisciplinary Studies Vol. 1 No. 09 (2023): West Science Interdisciplinary Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsis.v1i09.249

Abstract

In order to maintain growth and competitiveness in the modern business environment, digital marketing must be strategically integrated, especially for Micro, Small, and Medium-Sized Enterprises (MSMEs) that conduct business-to-business (B2B) transactions. This study looks into the potential and difficulties that come with B2B digital marketing as well as how to measure return on investment (ROI) for MSMEs in Indonesia. Surveys and in-depth interviews were used in a mixed-methods approach to collect both quantitative and qualitative data. The results show that MSMEs have widely adopted digital marketing tactics, with social media and content marketing being the most popular. There are still issues like tight budgets, hard ROI calculations, and fierce market competition. The report makes actionable suggestions, such as group marketing campaigns, the creation of uniform ROI measurements, and a focus on innovation via emerging technologies and niche targeting. The insights provide practitioners, policymakers, and industry stakeholders with practical advice for improving the knowledge of the dynamics in B2B digital marketing for MSMEs in Indonesia.
From Screen to Society: How Popular Culture Shapes Values and Beliefs in Indonesian Teenagers Zainol Hasan; Syarifuddin Syarifuddin; Sabil Mokodenseho; Adit Mohammad Aziz; Eva Yuniarti Utami
West Science Social and Humanities Studies Vol. 1 No. 03 (2023): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v1i03.254

Abstract

This research delves into the complex interplay between popular culture and the values and beliefs of Indonesian teenagers, offering insights into the multifaceted influence of media consumption. In an age marked by the ubiquity of globalized media, Indonesian adolescents are navigating a landscape where traditional cultural norms intersect with the allure of popular culture from around the world. Employing a mixed-methods approach, this study combines surveys, interviews, and content analysis to investigate how various forms of popular culture, including television, social media, music, and film, impact the attitudes, values, and beliefs of Indonesian teenagers. The research also explores themes, messages, and the negotiation of these influences within the context of cultural identity. Findings reveal that popular culture undeniably shapes the perceptions and beliefs of Indonesian youth, but it also reflects their agency in adapting and reaffirming their cultural identity amidst the dynamic forces of globalization.
Co-Authors Adit Mohammad Aziz Desma Erica Maryati Manik Eri Mardiani Muhammad Umer Farooq Mujahid Roosganda Elizabeth Sabil Mokodenseho Syarifuddin Syarifuddin Zainol Hasan