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p-Index From 2020 - 2025
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This Author published in this journals
All Journal International Journal of Economics (IJEC)
Zain, Muhammad Zaki
Unknown Affiliation
Economics, Econometrics & Finance

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The Influence of Digital Marketing and Influencers on Interest in Buying Used Cars at CV Trisakti Motor Surabaya Zain, Muhammad Zaki; Purwanto, Sugeng
International Journal of Economics (IJEC) Vol. 4 No. 2 (2025): July-December
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v4i2.1184

Abstract

This study aims to analyze the influence of digital marketing and influencers on purchase intention at CV Trisakti Motor showroom in Surabaya, using a quantitative approach. The population of the study consists of TikTok and Instagram users, with a sample of 104 respondents selected through non-probability sampling using convenience sampling techniques. The data were analyzed using descriptive statistics and Partial Least Squares (PLS) with the SmartPLS application. The results indicate that both digital marketing and influencers have a positive and significant effect on purchase intention.
Co-Authors Sugeng Purwanto