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All Journal Equator Journal of Management and Entrepreneurship Jurnal Manajemen Dan Kewirausahaan JURNAL MANAJEMEN MOTIVASI Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) SWARNA Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian dan Agribisnis Kelola: Jurnal Manajemen Pendidikan JGEN : Jurnal Pengabdian Kepada Masyarakat JEM : Jurnal Equilibrium Manajemen
Hendharsa, Angga
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences Other

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Efektivitas Influencer Marketing dan User-Generated Content dalam Meningkatkan Loyalitas Konsumen Produk Wirausaha Muda di Era Digital Dewi Rawa, Ricola; Hendharsa, Angga; Arweni, Arweni; Mursalin, Adi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8575

Abstract

This study aims to analyze the influence of influencer marketing and user-generated content (UGC) on consumer loyalty toward young entrepreneurs' products in the digital era. Using a quantitative approach with SEM-PLS techniques, data were collected from 300 respondents in Pontianak City. Results show that both influencer marketing and UGC have a significant effect on consumer loyalty. These findings indicate that integrating these two digital marketing strategies is effective in strengthening consumer loyalty and provides strategic implications for the sustainable development of MSMEs in the digital era.
Co-Authors Aisyah Aisyah Ali Afif Arweni, Arweni Dami, Dami Dewi Rawa, Ricola Febriasari, Puty Ilpan Josephine Jesajas, Thea Geneveva Kariza, Cesy Iola Mursalin, Adi Nur Hidayat Octaviani, Dina Rawa, Ricola Dewi Ricola Dewi Rawa Rizal, Maulana F S, Yuana Sartono Sigit Sugiardi Thea Geneveva Josephine Jesajas Uray Andrey Indra Maulana Veronika, Gloria Zalviwan, M.