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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Rafli, Muhammad Abi
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Economics, Econometrics & Finance

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THE INFLUENCE OF DIGITAL MARKETING IMPLEMENTATION AND INFLUENCER ENDORSEMENT ON CONSUMER PURCHASE INTEREST AT KEDAITA Rafli, Muhammad Abi; B, Sofyan; Thahir, Inna Mutmainna Cahyani; Herman, Bahtiar
Journal of Management Small and Medium Enterprises (SMEs) Vol 18 No 3 (2025): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v18i3.22099

Abstract

This study aims to examine the influence of digital marketing and influencer endorsements on consumer purchase intentions, with trust as a moderating variable. Using a quantitative approach with a sample of 96 Kedaita consumers, data were collected through structured questionnaires and analyzed using multiple regression and moderation analysis. The findings indicate that both digital marketing and influencer endorsement have a positive impact on purchase intention. Moreover, trust strengthens the relationship between the independent variables and purchase intention, indicating its essential role in enhancing the effectiveness of promotional strategies. The results give us a deeper understanding of how trust functions within digital marketing dynamics, particularly for small businesses. Nonetheless, this study is confined to a particular regional context and consumer segment, potentially limiting the generalizability of the results. Future research is suggested to explore other moderating variables and apply broader population samples to validate and expand the insights. Keywords: Digital Marketing; Influencer Endorsement; Trust; Purchase Intention; Consumer Behavior
Co-Authors B, Sofyan Herman, Bahtiar Thahir, Inna Mutmainna Cahyani