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All Journal Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB)
Noniya Dewinta Anggi Ritonga
Universitas Sumatera Utara
Economics, Econometrics & Finance Social Sciences

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DIGITAL AND INFLUENCER MARKETING: THE ROLE OF PURCHASE INTENTION IN PURCHASE DECISIONS Rahmad Dianta Purba; Noniya Dewinta Anggi Ritonga
Jurnal Terapan Ilmu Manajemen dan Bisnis Vol 9 No 1 (2026): JTIMB | Juni 2026 (On Process)
Publisher : Program Studi Magister Manajemen Universitas Advent Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58303/2qqw6y04

Abstract

This study aims to analyze the effect of digital marketing and influencer marketing on purchase decisions, with purchase intention as a mediating variable in Bolu Menara MSMEs. The research method used is a quantitative approach with data collection through questionnaires administered to consumers, and data analysis using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results show that digital marketing and influencer marketing have a positive and significant effect on purchase intention and purchase decisions, both directly and indirectly. In addition, purchase intention is proven to significantly mediate the effect of digital marketing and influencer marketing on purchase decisions. The research model has strong coefficients of determination (R²) and predictive relevance (Q²), indicating that the model has good explanatory and predictive power. These findings indicate that the effectiveness of digital marketing strategies and the use of influencers should focus on increasing consumer purchase intention to drive purchase decisions.
Co-Authors Rahmad Dianta Purba