Journal of Artificial Intelligence and Digital Business
Vol. 4 No. 2 (2025): Mei - Juli

The Impact of Influencer Marketing on Consumer Decision-Making in E-Commerce Platforms

Samsu, Ridha Aprilla (Unknown)
Budiawan, Likha Navadiani (Unknown)
Yinnie, Celine (Unknown)
Muhroji, Jamal (Unknown)
Redjeki, Finny (Unknown)

Article Info

Publish Date
10 Jul 2025

Abstract

This research aims to analyze the influence of influencer marketing on consumer decision-making processes in e-commerce platforms. Utilizing a quantitative approach, the study investigates how influencer credibility, attractiveness, and expertise impact consumer purchase intentions. The research sample consists of 250 active e-commerce platform users in Indonesia. Data was collected through online questionnaires and analyzed using structural equation modeling (SEM). The findings reveal that influencer credibility significantly influences consumer purchasing decisions, with a path coefficient of 0.45 (p < 0.01). This study provides in-depth insights into the dynamics of influencer marketing in the digital era and its implications for consumer behavior in e-commerce environments.

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Journal Info
Journal of Artificial Intelligence and Digital Business
Website

Abbrev

RIGGS

Publisher

Universitas Pahlawan Tuanku Tambusai

Subject

Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

Description

Journal of Artificial Intelligence and Digital Business (RIGGS) is published by the Department of Digital Business, Universitas Pahlawan Tuanku Tambusai in helping academics, researchers, and practitioners to disseminate their research results. RIGGS is a blind peer-reviewed journal dedicated to ...