Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
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This Author published in this journals
All Journal Journal of Artificial Intelligence and Digital Business
Budiawan, Likha Navadiani
Unknown Affiliation
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.
Contemporary Business Ethics: Navigating Moral Challenges in the Modern Corporate World Sari, Euis Ayu Indah Purnama; Sikki, Nurhaeni; Budiawan, Likha Navadiani; Mandala, Nesha Adelina; Naja, Nadia Syahran
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2209

Abstract

This journal explores contemporary business ethics, examining the evolution of moral principles within modern corporate settings. Through literature analysis and case examples, it delves into key issues such as corporate social responsibility (CSR), stakeholder theory, environmental ethics, digital privacy, and ethical leadership. The paper emphasizes the importance of ethical decision-making in sustaining competitive advantage, corporate reputation, and long-term profitability.
Co-Authors Mandala, Nesha Adelina Muhroji, Jamal Naja, Nadia Syahran Redjeki, Finny Samsu, Ridha Aprilla Sari, Euis Ayu Indah Purnama Sikki, Nurhaeni Yinnie, Celine