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All Journal NUSANTARA : Jurnal Ilmu Pengetahuan Sosial JURNAL PENDIDIKAN TAMBUSAI YUME : Journal of Management JCRS (Journal of Community Research and Service) Jurnal Pengabdian kepada Masyarakat Nusantara Journal of Research in Social Science and Humanities Proceeding International Seminar of Islamic Studies Jurnal Fokus Manajemen Arus Jurnal Sosial dan Humaniora JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) East Asian Journal of Multidisciplinary Research (EAJMR) Asian Journal of Management Analytics Best Journal of Administration and Management International Journal of Integrative Sciences Benefit : Journal of Bussiness, Economics, and Finance Proceeding Of International Conference On Education, Society And Humanity
Sanny, Annisa
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Religion Arts Humanities Astronomy Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

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Journal : YUME : Journal of Management

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Pengaruh Social Media Marketing terhadap Keputusan Pembelian Konsumen Pada UMKM di Kalangan Mahasiswa (Studi Mahasiswa Pancabudi) TriMutia, Anggun; Sanny, Annisa; Sintya, Silvi; Aulia, Silvani
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.9673

Abstract

Riset ini bertujuan untuk mengetahui pengaruh Social Media Marketing terhadap keputusan pembelian konsumen pada pelaku UMKM. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling sebanyak 30 responden. Data dianalisis menggunakan regresi linier sederhana dan uji t untuk menguji pengaruh variabel bebas terhadap variabel terikat. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh signifikan terhadap keputusan pembelian konsumen dengan nilai t-hitung sebesar 2,023 lebih besar dari t-tabel 1,69 dan nilai signifikansi mendekati batas pengujian. Temuan ini menunjukkan bahwa pemanfaatan media sosial sebagai sarana pemasaran dapat meningkatkan minat dan keputusan konsumen dalam membeli produk UMKM. Oleh karena itu, pelaku UMKM disarankan untuk mengoptimalkan penggunaan media sosial dalam strategi pemasaran guna meningkatkan penjualan.Kata Kunci: Social Media Marketing, Keputusan Pembelian, UMKM
The Effect of Content Creator Attributes on Purchase Intention in Live Commerce: The Mediating Roles of Perceived Authenticity and Parasocial Interaction Sanny, Annisa; Yanti, Eli Delvi; Muda, Iskandar
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.10421

Abstract

Live commerce is increasingly widespread in Indonesia, yet the psychological mechanisms that convert viewers into buyers remain underexplored. This study examines how content creator attributes expertise, trustworthiness, attractiveness, brand–creator fit, and responsiveness—affect purchase intention through the serial mediation of perceived authenticity and parasocial interaction. A survey was conducted among live-commerce users in Medan with sampling 278 respondent using purposive sampling. Data were analyzed using two-stage PLS-SEM with bootstrap. The measurement model met reliability and validity thresholds loadings 0.77–0.86; α and CR ≥ 0.80; AVE ≥ 0.50; HTMT < 0.85. Results show that content creator attributes significantly influence perceived authenticity β = 0.583; p < 0.001; perceived authenticity influences parasocial interaction β = 0.517; p < 0.001; and parasocial interaction influences purchase intention β = 0.468; p < 0.001. There is also a significant indirect effect of content creator attributes on purchase intention through perceived authenticity and parasocial interaction β = 0.141; p < 0.001. Explanatory power is moderate R² authenticity = 0.34; R² parasocial = 0.27; R² purchase intention = 0.22; all Q² > 0. The findings formalize a mechanism in which authenticity fosters closeness and, in turn, raises purchase intention, offering actionable guidance for curating creators and designing responsive, transparent live sessions
Co-Authors , Elfitra Desy Surya AA Sudharmawan, AA Aditiya, Muhammad Randi Agustia, Dinda Amrisyah, Syaiful Arasy, Mila Arsya, Muhammad Adika Aulia, Silvani Chairunnisa, Indah Daulay, Muhamad Toyib Daulay, Muhammad Toyib Dhea Yulianisa Eva Santika, Eva Fagita, Dinda Fahreza, Rifki Faried, Annisa Ilmi Fitriana, Yunita Hanun, Mutiah Hati Gulo, Jernih Ibnu Hajar indah Iskandar Muda Kartika , Cintia Khairiah, Putri Kinanti, Putri Hikmah M. Chaerul Rizky Mohammad Yusuf, Mohammad Muhammad Fahri, Muhammad Muhammad Toyib Daulay Nst, Farhana Rizky Fattah Nst, Muhammad Yusuf Hidayah Pangestu, Bagus Putri, Indah Febriani Putri, Indry Febrianti Ramadhan, Zuhri Ramadhani, Agnes Anggun Ramadhani, Dian Putri Ritonga, Husni Muharam RITONGA, HUSNI MUHARRAM Riwanda, Febby Samsura, Febrian Saragih, Glen Boy Sari, Sintia Sari, Wahyu Indah Sarifudin, Adam Sihombing, Ayu Juni Sintya, Silvi Siti Maisyarah Sitohang , Elsa Krismauli Solin, Yoshua Andre T Suwarno Suwarno Syahputra, Aditia Syahri, Raihan Faturrahman Tampubolon, Stephanie Corry Engel Tarigan, Nur Fajrina Toyib Daulay, Muhamad Trihandayani, Rida TriMutia, Anggun Yanti, Eli Delvi Yulianisa, Dhea Zalva , Salwa Adni