The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage
The central aim of this study is to analyze social media marketing (SMM) and the use of endorsements influence purchasing decisions at Cottage Daarul Jannah, a sharia-based accommodation. Using a purposive sampling technique, 50 customers were selected as respondents, and data were obtained throug...
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| Format: | Article |
| Language: | English |
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Universitas KH Abdul Chalim, Prodi Ekonomi Syariah
2025-07-01
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| Series: | Indonesian Interdisciplinary Journal of Sharia Economics |
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| Online Access: | https://e-journal.uac.ac.id/index.php/iijse/article/view/7004 |
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| author | Caca Komara Muji Rahayu |
| author_facet | Caca Komara Muji Rahayu |
| author_sort | Caca Komara |
| collection | DOAJ |
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The central aim of this study is to analyze social media marketing (SMM) and the use of endorsements influence purchasing decisions at Cottage Daarul Jannah, a sharia-based accommodation. Using a purposive sampling technique, 50 customers were selected as respondents, and data were obtained through questionnaires measuring aspects of SMM, endorsement, and purchase decision. The findings revealed that both variables influence purchasing decisions, positively and significantly, both individually and simultaneously. The findings suggest that the implementation of digital marketing strategies through social media, as well as the use of endorsements from influencers, can increase customer interest and strengthen their decision to make a purchase. Therefore, the optimization of digital marketing strategies has the potential to be a crucial element in improving competitiveness and building customer loyalty in the hospitality industry.
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| format | Article |
| id | doaj-art-71ff177cb21e4f858583cf1c73bd837c |
| institution | DOAJ |
| issn | 2621-606X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Universitas KH Abdul Chalim, Prodi Ekonomi Syariah |
| record_format | Article |
| series | Indonesian Interdisciplinary Journal of Sharia Economics |
| spelling | doaj-art-71ff177cb21e4f858583cf1c73bd837c2025-08-20T03:16:06ZengUniversitas KH Abdul Chalim, Prodi Ekonomi SyariahIndonesian Interdisciplinary Journal of Sharia Economics2621-606X2025-07-018210.31538/iijse.v8i2.7004The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah CottageCaca Komara0Muji Rahayu1Sekolah Tinggi Ilmu Ekonomi STAN IM, Bandung, IndonesiaSekolah Tinggi Ilmu Ekonomi STAN IM, Bandung, Indonesia The central aim of this study is to analyze social media marketing (SMM) and the use of endorsements influence purchasing decisions at Cottage Daarul Jannah, a sharia-based accommodation. Using a purposive sampling technique, 50 customers were selected as respondents, and data were obtained through questionnaires measuring aspects of SMM, endorsement, and purchase decision. The findings revealed that both variables influence purchasing decisions, positively and significantly, both individually and simultaneously. The findings suggest that the implementation of digital marketing strategies through social media, as well as the use of endorsements from influencers, can increase customer interest and strengthen their decision to make a purchase. Therefore, the optimization of digital marketing strategies has the potential to be a crucial element in improving competitiveness and building customer loyalty in the hospitality industry. https://e-journal.uac.ac.id/index.php/iijse/article/view/7004Endorsement, Purchase Decision, Social Media Marketing (SMM) |
| spellingShingle | Caca Komara Muji Rahayu The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage Indonesian Interdisciplinary Journal of Sharia Economics Endorsement, Purchase Decision, Social Media Marketing (SMM) |
| title | The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage |
| title_full | The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage |
| title_fullStr | The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage |
| title_full_unstemmed | The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage |
| title_short | The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage |
| title_sort | impact of social media marketing and endorsement on purchasing decisions at daarul jannah cottage |
| topic | Endorsement, Purchase Decision, Social Media Marketing (SMM) |
| url | https://e-journal.uac.ac.id/index.php/iijse/article/view/7004 |
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