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All Journal International Journal of Education, Social Studies, And Management (IJESSM) INVENTION: Journal Research and Education Studies
Muhamad, Mamad
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The Influence of Social Media and Influencers in Increasing Branding of Pelita Bangsa Student Business Muhamad, Mamad; Santoso, Trisno Aji; Hardiansyah, Hardiansyah; Ramadhani, Yunita; Wiyatno, Tri Ngudi
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.811

Abstract

Study This aiming For analyze social media influence and influencers towards business branding enhancement student University Lamp Nation . In the digital era, social media No only become means communication , but Also transform become tool effective marketing for perpetrator business micro , including student entrepreneurship . Through interesting content And strategy creative delivery , social media capable build identity brand in a way wide . Besides that , the involvement of influencers as party the third one has influence big on social media can strengthen Power pull And credibility brand in the eyes Consumer.Research This use approach quantitative with method survey And technique Partial Least Square (PLS) analysis . Respondent in study This is student active running effort . Results study show that social media and influencers in general simultaneous influential positive And significant to business branding enhancement students . Social media play a role as channel main in expand range brand , while influencers help create connectedness emotional between brand And Consumers.Findings This show importance synergy between social media And strategy collaborative with influencers in build image strong brand . Research This give implications practical for student businessman in to design strategy effective digital marketing , as well as become contribution academic in enrich literature digital marketing based community campus.
The Influence of Social Media and Influencers in Increasing Branding of Pelita Bangsa Student Business Muhamad, Mamad; Santoso, Trisno Aji; Hardiansyah, Hardiansyah; Ramadhani, Yunita; Wiyatno, Tri Ngudi
International Journal Of Education, Social Studies, And Management (IJESSM) Vol. 5 No. 2 (2025): The International Journal of Education, Social Studies, and Management (IJESSM)
Publisher : LPPPIPublishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52121/ijessm.v5i2.811

Abstract

Study This aiming For analyze social media influence and influencers towards business branding enhancement student University Lamp Nation . In the digital era, social media No only become means communication , but Also transform become tool effective marketing for perpetrator business micro , including student entrepreneurship . Through interesting content And strategy creative delivery , social media capable build identity brand in a way wide . Besides that , the involvement of influencers as party the third one has influence big on social media can strengthen Power pull And credibility brand in the eyes Consumer.Research This use approach quantitative with method survey And technique Partial Least Square (PLS) analysis . Respondent in study This is student active running effort . Results study show that social media and influencers in general simultaneous influential positive And significant to business branding enhancement students . Social media play a role as channel main in expand range brand , while influencers help create connectedness emotional between brand And Consumers.Findings This show importance synergy between social media And strategy collaborative with influencers in build image strong brand . Research This give implications practical for student businessman in to design strategy effective digital marketing , as well as become contribution academic in enrich literature digital marketing based community campus.
Pengaruh Brand Experience dan Digital Engagement Terhadap Keputusan Pembelian Online Melalui Strategi Omnichannel pada Produk Fashion Erigo Tiktok Shop Muhamad, Mamad; Purnamasari, Pupung
Invention: Journal Research and Education Studies Volume 6 Nomor 3 November 2025
Publisher : CV. PUSDIKRA MITRA JAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51178/invention.v6i3.3078

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand experience dan digital engagement terhadap keputusan pembelian online melalui strategi omnichannel pada produk fashion merek Erigo di platform TikTok Shop. Metode penelitian menggunakan pendekatan kuantitatif dengan desain explanatory research serta teknik total sampling terhadap 125 responden pengguna TikTok Shop. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS) menggunakan perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa variabel brand experience dan digital engagement secara langsung tidak berpengaruh signifikan terhadap keputusan pembelian online. Namun, digital engagement memiliki pengaruh positif dan signifikan terhadap strategi omnichannel, sementara variabel lainnya tidak menunjukkan signifikansi. Strategi omnichannel juga tidak terbukti memediasi hubungan antara brand experience maupun digital engagement dengan keputusan pembelian online. Temuan ini menegaskan bahwa keterlibatan digital konsumen lebih menentukan efektivitas strategi pemasaran dibandingkan pengalaman merek semata. Penelitian ini memberikan implikasi bagi pelaku industri fashion lokal untuk memperkuat interaksi digital dan integrasi kanal penjualan agar dapat meningkatkan keputusan pembelian di era social commerce.
Co-Authors Hardiansyah Hardiansyah Pupung Purnamasari Ramadhani, Yunita Santoso, Trisno Aji Tri Ngudi Wiyatno