JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Efektivitas Influencer Marketing dan User-Generated Content dalam Meningkatkan Loyalitas Konsumen Produk Wirausaha Muda di Era Digital

Dewi Rawa, Ricola (Unknown)
Hendharsa, Angga (Unknown)
Arweni, Arweni (Unknown)
Mursalin, Adi (Unknown)

Article Info

Publish Date
16 Jan 2026

Abstract

This study aims to analyze the influence of influencer marketing and user-generated content (UGC) on consumer loyalty toward young entrepreneurs' products in the digital era. Using a quantitative approach with SEM-PLS techniques, data were collected from 300 respondents in Pontianak City. Results show that both influencer marketing and UGC have a significant effect on consumer loyalty. These findings indicate that integrating these two digital marketing strategies is effective in strengthening consumer loyalty and provides strategic implications for the sustainable development of MSMEs in the digital era.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...