Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
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All Journal Journal of Artificial Intelligence and Digital Business
Samsu, Ridha Aprilla
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Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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The Impact of Influencer Marketing on Consumer Decision-Making in E-Commerce Platforms Samsu, Ridha Aprilla; Budiawan, Likha Navadiani; Yinnie, Celine; Muhroji, Jamal; Redjeki, Finny
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 2 (2025): Mei - Juli
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i2.1417

Abstract

This research aims to analyze the influence of influencer marketing on consumer decision-making processes in e-commerce platforms. Utilizing a quantitative approach, the study investigates how influencer credibility, attractiveness, and expertise impact consumer purchase intentions. The research sample consists of 250 active e-commerce platform users in Indonesia. Data was collected through online questionnaires and analyzed using structural equation modeling (SEM). The findings reveal that influencer credibility significantly influences consumer purchasing decisions, with a path coefficient of 0.45 (p < 0.01). This study provides in-depth insights into the dynamics of influencer marketing in the digital era and its implications for consumer behavior in e-commerce environments.
Co-Authors Budiawan, Likha Navadiani Muhroji, Jamal Redjeki, Finny Yinnie, Celine