Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal UPI YPTK Journal of Business and Economics
Dara Irdiyanti, Natasya
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Influencer Marketing Model of Purchase Decisions With Customer Engagement As a Mediation Variable Dara Irdiyanti, Natasya; Roisah, Riris; Solihat, Ani; Djunarto; Trijumansyah, Andry
UPI YPTK Journal of Business and Economics Vol. 11 No. 1 (2026): Januari 2026
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat Universitas Putra Indonesia YPTK

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35134/jbe.v11i1.323

Abstract

This study aims to determine the influence of influencer marketing on purchase decisions with customer engagement as a mediating variable in RDA Hijab consumers on the TikTok platform. This study uses a survey method with a quantitative approach and involves 130 respondents. The data analysis technique uses SmartPLS. The results of the study show that there is a significant influence between influencer marketing on purchase decisions. Customer engagement also has a significant effect on purchasing decisions. In addition, influencer marketing has been proven to have a significant indirect influence on purchase decisions through customer engagement. This proves that customer engagement plays a significant role in the relationship and is included in the category of complementary mediation. These findings confirm that the effectiveness of influencer marketing strategies will be more optimal if they are able to build consumers' emotional engagement with brands.
Co-Authors Ani Solihat Djunarto Riris Roisah, Riris Trijumansyah, Andry