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All Journal Jurnal Media Wahana Ekonomika Indonesian Journal of Business and Entrepreneurship (IJBE) EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Journal of Economic, Management, Accounting and Technology (JEMATech) Jurnal Samudra Ekonomi dan Bisnis Lumbung Inovasi: Jurnal Pengabdian Kepada Masyarakat Indonesian Journal of Innovation Studies Sasambo: Jurnal Abdimas (Journal of Community Service)
Hesti Evrianti
Universitas Tadulako
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Influencer Marketing and Purchase Intention: The Mediating Role of Trust Evrianti, Hesti; Wanti, Sri; Asriadi; Wulandari, Poppy
Indonesian Journal of Business and Entrepreneurship Vol. 11 No. 3 (2025): IJBE, Vol. 11 No. 3, September 2025
Publisher : School of Business, IPB University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/ijbe.11.3.535

Abstract

Background: Digitalization had transformed consumption patterns, positioning influencer marketing as a dominant strategy in contemporary business. Social media influencers significantly enhanced brand awareness and purchase intention, particularly among students as active technology users. However, their impact was mediated by trust, which strengthened consumer responses to marketing messages. Thus, examining trust as a mediating variable between influencer marketing, brand awareness, and purchase intention was essential to advance marketing knowledge within the student market segment.Purpose: This study aims to examine the influence of influencer marketing on brand awareness and purchase intention, emphasizing the mediating role of trust. While influencer marketing is recognized as a driver of consumer decisions, its impact is often indirect, shaped by consumer trust. Prior studies have overlooked this mediating factor, particularly within the student market segment. Addressing this gap, the research provides new insights into digital marketing by highlighting trust as a critical determinant of effectiveness.Design/Methodology/Approach: This study employed a quantitative research design at Tadulako University, Palu, Indonesia, from February to October 2024. Data were collected through a structured questionnaire distributed to 86 postgraduate students, determined via the Slovin formula from a population of 630. The instrument, validated by expert review and pilot testing, used a five-point Likert scale. Data analysis utilized descriptive statistics and path analysis with SmartPLS 4 to examine causal relationships and ensure validity and reliability.Finding/Result: The results demonstrate that influencer marketing significantly enhances brand awareness, purchase intention, and trust among students. Trust itself positively influences both brand awareness and purchase intention, while also serving as a significant mediator between influencer marketing and these outcomes. Path analysis confirms all hypotheses, underscoring the central role of trust in strengthening consumer perceptions and decisions. These findings highlight that influencer marketing effectiveness depends not only on brand exposure but also on building sustainable trust-based relationships.Conclusion: This study concludes that influencer marketing significantly enhances brand awareness and purchase intention among graduate students, with trust acting as a pivotal mediating factor. Trust reduces perceived risks and reinforces consumer confidence, thereby amplifying marketing effectiveness. The study contributes novel insights by positioning trust as a central mechanism in digital marketing strategies. However, due to the limited sample size, findings should be interpreted cautiously and further validated across broader contexts and product categories.Originality/State of the art: This research contributes to the existing literature by emphasizing the mediating role of trust in influencer marketing's effects on graduate students, providing insights for marketers targeting this demographic in the context of mobile phone purchases. Keywords: influencer marketing, brand awareness, purchase intention, consumer decisions, digital marketing
The Influence Of Store Image And Store Atmosphere On Customer Loyalty Mediated By Purchasing Decisions At Wizzmie Palu Raehatuliana, Raehatuliana; Rombe, Elimawaty; Ponirin, Ponirin; evrianti, Hesti
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.8456

Abstract

This study aims to analyze the effect of store image and store atmosphere on customer loyalty, with purchasing decisions as a mediating variable. This research was conducted on Wizzmie customers in Palu City using a quantitative approach. Data were obtained from 120 respondents through questionnaires and analyzed using the Partial Least Squares (PLS) method. The results showed that store image has a significant influence on customer loyalty. Store image has a significant effect on purchasing decisions. Store atmosphere has a significant effect on customer loyalty. Store atmosphere has a significant effect on purchasing decisions. Purchasing decisions have a significant influence on customer loyalty. Store image mediated by purchasing decisions has a significant effect on customer loyalty. Store atmosphere mediated by purchasing decisions has a significant effect on customer loyalty.
Peran Perilaku Perpindahan Merek Dalam Memoderasi Hubungan Persepsi Harga, Varian Menu dan Kualitas Produk Terhadap Minat Beli Ulang Minuman Yotta di Kota Palu Nirmalisa, Nirmalisa; Ponirin, Ponirin; Syarifuddin, Umar; Evrianti, Hesti
Journal of Economic, Management, Accounting and Technology (JEMATech) Vol 8 No 1 (2025): Februari
Publisher : Fakultas Teknik dan Ilmu Komputer, Universitas Sains Al-Qur'an (UNSIQ) Wonosobo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32500/jematech.v8i1.8817

Abstract

Penelitian ini penting dilakukan karena minuman Yotta di Kota Palu menghadapi tantangan dalam meningkatkan minat beli ulang, sehingga diperlukan pemahaman tentang bagaimana faktor persepsi harga, varian menu, dan kualitas produk memengaruhi perilaku perpindahan merek. Penelitian ini memiliki tujuan untuk membuktikan peran perilaku perpindahan merek dalam memoderasi hubungan persepsi harga, varian menu, dan kualitas produk terhadap minat beli ulang minuman Yotta di Kota Palu. Penelitian ini menggunakan metode kuantitatif. Populasi pada penelitian ini adalah konsumen Yotta di Kota Palu, dengan jumlah sampel sebanyak 150 responden dengan Teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria sampel yaitu konsumen Yotta yang telah melakukan pembelian minimal sebanyak dua kali. Teknik analisis data dilakukan menggunakan metode Structural Equation Model (SEM) berbasis Partial Least Square (PLS) dengan bantuan aplikasi Smart PLS 4.0. Hasil dalam penelitian ini variabel persepsi harga dan kualitas produk memiliki pengaruh signifikan terhadap minat beli ulang. Namun, varian menu tidak memengaruhi minat beli ulang. Tetapi, perilaku perpindahan merek memoderasi hubungan antara persepsi harga terhadap minat beli ulang. Sedangkan perilaku perpindahan merek tidak memoderasi hubungan antara varian menu terhadap minat beli ulang. Perilaku perpindahan merek memoderasi hubungan antara kualitas produk terhadap minat beli ulang.
Pelatihan Dan Penyuluhan Kewirausahaan Bagi Pelaku Usaha Dalam Meningkatkan Daya Saing Dan Inovasi Kasim, Muhammad Yunus; Nurdin, Djayani; Darman, Darman; Fattah, Vitayanti; Asriadi, Asriadi; Buntuang, Pricylia Chintya Dewi; Evrianti, Hesti; Iskandar, Rizkiani; Utami, Ayu Putri
Lumbung Inovasi: Jurnal Pengabdian kepada Masyarakat Vol. 10 No. 4 (2025): December
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/ghhmkk50

Abstract

Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia menghadapi tantangan rendahnya adopsi teknologi digital dan terbatasnya kemampuan inovasi yang menghambat daya saing. Kegiatan pengabdian ini bertujuan meningkatkan pengetahuan dan keterampilan kewirausahaan melalui pelatihan terpadu bagi 100 peserta yang terdiri dari pelaku usaha UMKM, mahasiswa, dan alumni Universitas Tadulako. Metode pelaksanaan menggabungkan ceramah, workshop interaktif, dan praktik langsung selama 2 hari (11-12 September 2025) dengan materi meliputi strategi bisnis, pemasaran digital, pengelolaan keuangan, dan pengembangan inovasi produk. Evaluasi dilakukan melalui pre-test dan post-test menggunakan kuesioner terstruktur skala Likert. Hasil menunjukkan peningkatan signifikan pada keempat aspek: pemahaman strategi bisnis meningkat 50,3% dengan 67% peserta mencapai target; penguasaan pemasaran digital mencapai 76% peserta mampu mengoperasikan minimal 2 platform; kemampuan pengelolaan keuangan dicapai 73% peserta; dan 54% peserta menghasilkan ide inovasi produk. Pendekatan pembelajaran praktis menggunakan tools gratis seperti Excel, Canva, dan platform media sosial terbukti efektif meningkatkan kapasitas peserta. Pendekatan hybrid dan partisipatif dengan integrasi tools digital berbasis kebutuhan lokal belum banyak dikaji dalam pelatihan kewirausahaan di Indonesia, sehingga model ini menjadi kontribusi baru dalam konteks pendidikan kewirausahaan berbasis komunitas kampus yang dapat direplikasi untuk akselerasi literasi digital UMKM mikro. Keberhasilan program ini berkontribusi terhadap pencapaian SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), dan SDG 9 (Industry, Innovation and Infrastructure), serta memperkuat ekosistem kewirausahaan di lingkungan kampus. Entrepreneurship Training and Outreach for Business Actors to Enhance Competitiveness and Innovation Abstract Micro, Small, and Medium Enterprises (MSMEs) in Indonesia face significant challenges regarding low adoption of digital technology and limited innovation capabilities that hinder their competitiveness. This community service activity aimed to enhance entrepreneurial knowledge and skills through integrated training for 100 participants comprising MSME actors, students, and alumni of Tadulako University. The implementation method combined lectures, interactive workshops, and hands-on practice over 2 days (September 11-12, 2025), covering business strategy, digital marketing, financial management, and product innovation development. Evaluation was conducted through pre-test and post-test using structured Likert-scale questionnaires. Results demonstrated significant improvements across four aspects: business strategy comprehension increased by 50.3% with 67% of participants achieving the target; digital marketing proficiency reached 76% of participants capable of operating at least 2 platforms; financial management competency was attained by 73% of participants; and 54% of participants generated product innovation ideas. The practical learning approach utilizing free tools such as Excel, Canva, and social media platforms proved effective in enhancing participants' capacity. The hybrid and participatory approach with integration of digital tools based on local needs has not been widely studied in entrepreneurship training in Indonesia, making this model a novel contribution in the context of campus-based community entrepreneurship education that can be replicated for accelerating digital literacy among micro-MSMEs. The success of this programme contributes to the achievement of SDG 4 (Quality Education), SDG 8 (Decent Work and Economic Growth), and SDG 9 (Industry, Innovation and Infrastructure), whilst strengthening the entrepreneurial ecosystem within the campus environment.
Co-Authors Adfiyani Fadjar Anisah Annaliah, Febrizha Argenia, Yohana Asriadi Asriadi Asriadi Darman Darman Dianafakroh, Dianafakroh Elimawaty Rombe Farid Farid Faruq Lamusa Fatlina Z Fera Fera Fera, Fera Hasan, Fahri Abu Husnah Husnah Idris Idris IRA NURIYA SANTI Lina Mahardiana MUH. YUNUS KASIM, MUH. YUNUS KASIM Munawarah Munawarah, Munawarah Muzakir Nirmalisa, Nirmalisa Nur Hilal, Nur NURDIN, DJAYANI Ponirin Ponirin, Ponirin Pricylia Chintya Dewi Buntuang Raehatuliana, Raehatuliana Risnawati Risnawati Rizkiani Iskandar Syahir Natsir Syamsiar, Syamsiar Tambaru, Rachman Umar Syarifuddin Vitayanti Fattah Wahyuningsih Wahyuningsih Wanti, Sri Wiri Wirastuti Wulandari, Poppy Zakiyah Zahara