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All Journal Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review
Ni Dewi
Universitas Ngurah Rai Bali
Economics, Econometrics & Finance Other

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Pengaruh Influencer Marketing terhadap Sikap dan Keputusan Pembelian Produk Lifestyle Ni Putri; Nyoman Amrita; Ni Dewi; Ni Loniawati; Kadek Karisma
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emba.v5i2.3671

Abstract

The objective of this study is to examine how marketing through influencers shapes consumer perceptions and purchasing behavior within the lifestyle product sector. A quantitative descriptive approach was applied, with information gathered via surveys administered to individuals who actively engage on social media and have encountered influencer-related content. The collected responses were processed using descriptive techniques, standard assumption evaluations, and a basic linear regression model. Findings indicate that influencer-driven promotion exerts a significant and positive impact on both consumer attitudes and their buying decisions. Consumers tend to develop higher levels of trust and a more favorable perception of products when they are promoted by influencers they consider credible and relevant. The findings also indicate that influencer marketing plays an important role in strengthening product image and encouraging purchase interest, particularly in the lifestyle product market, which is strongly influenced by trends, personal identity, and social media exposure.This study concludes that the selection of appropriate influencers and the creation of consistent and engaging content are crucial factors in implementing an effective and sustainable digital branding strategy. he findings from this study are anticipated to deliver useful understandings for businesses in designing influencer marketing strategies to enhance consumer trust and purchasing behavior.
Analisis Pengaruh Customer Experience Terhadap Loyalitas Konsumen Di Sektor Jasa Ni Dewi; Nyoman Amrita; Gede Pratama; Ni Setyawati
Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review Vol. 5 No. 2 (2025): December
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emba.v5i2.3677

Abstract

This study aims to analyze the influence of customer experience on consumer loyalty in the service sector. Customer experience is a crucial factor that reflects the overall interactions and perceptions of consumers toward the services they receive. This research uses a descriptive approach by reviewing literature and previous studies on the dimensions of customer experience, including sense, feel, think, act, and relate. The analysis indicates that customer experience significantly impacts loyalty through satisfaction, emotional attachment, and quality perception. The more positive the experience provided by a company, the more likely consumers are to repurchase, recommend the service, and remain loyal. Therefore, service companies must ensure consistent customer experience to maintain competitive advantage.
Co-Authors Gede Pratama Kadek Karisma Ni Loniawati Ni Putri Ni Setyawati Nyoman Amrita