International Journal of Economics (IJEC)
Vol. 4 No. 2 (2025): July-December

The Influence of Digital Marketing and Influencers on Interest in Buying Used Cars at CV Trisakti Motor Surabaya

Zain, Muhammad Zaki (Unknown)
Purwanto, Sugeng (Unknown)

Article Info

Publish Date
16 Jul 2025

Abstract

This study aims to analyze the influence of digital marketing and influencers on purchase intention at CV Trisakti Motor showroom in Surabaya, using a quantitative approach. The population of the study consists of TikTok and Instagram users, with a sample of 104 respondents selected through non-probability sampling using convenience sampling techniques. The data were analyzed using descriptive statistics and Partial Least Squares (PLS) with the SmartPLS application. The results indicate that both digital marketing and influencers have a positive and significant effect on purchase intention.

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Journal Info
International Journal of Economics (IJEC)
Website

Abbrev

ijec

Publisher

PT Inovasi Pratama Internasional

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics (IJEC) E-ISSN. 2961-712X is a refereed publication that comes to address the Economic and Administration challenges that economic units of various nature face in today’s rapidly changing international economic environment. It is designed to publish original and ...