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All Journal JURNAL MANAJEMEN MOTIVASI JEM : Jurnal Equilibrium Manajemen
Dewi Rawa, Ricola
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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Pengaruh Influencer Marketing, WOM(Word Of Mouth) Dan Brand Image Terhadap Keputusan Pembelian Di Chatting Café & Dimsum Di Kota Pontianak Ernawati, Reni; Aisyah; Dewi Rawa, Ricola; Febrianawati
Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti Vol 11 No 1 (2025): Vol 11 No 1 (2025): Jurnal Equilibrium Manajemen (JEM)
Publisher : Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54035/jem.v11i1.568

Abstract

This study aims to determine the influence of influencer marketing, word of mouth (WOM), and brand image on purchasing decisions at chatting cafes and dimsum in Pontianak City. This study used a quantitative approach and multiple linear regression analysis using SPSS version 26 software. The sampling technique used accidental sampling with a non-probability sampling method, with a sample size of 170 respondents. The results showed that simultaneously, influencer marketing, word of mouth (WOM), and brand image significantly influenced purchasing decisions. Partially, word of mouth and brand image had a more dominant influence than influencer marketing. These findings indicate that consumer reviews and brand perception play a significant role in driving purchasing decisions at Chat Cafe & Dimsum in Pontianak
Efektivitas Influencer Marketing dan User-Generated Content dalam Meningkatkan Loyalitas Konsumen Produk Wirausaha Muda di Era Digital Dewi Rawa, Ricola; Hendharsa, Angga; Arweni, Arweni; Mursalin, Adi
JURNAL MANAJEMEN MOTIVASI Vol 22 No 1 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i1.8575

Abstract

This study aims to analyze the influence of influencer marketing and user-generated content (UGC) on consumer loyalty toward young entrepreneurs' products in the digital era. Using a quantitative approach with SEM-PLS techniques, data were collected from 300 respondents in Pontianak City. Results show that both influencer marketing and UGC have a significant effect on consumer loyalty. These findings indicate that integrating these two digital marketing strategies is effective in strengthening consumer loyalty and provides strategic implications for the sustainable development of MSMEs in the digital era.
Co-Authors Aisyah Arweni, Arweni Ernawati, Reni Febrianawati Hendharsa, Angga Mursalin, Adi