THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS
In the digital era, marketing strategies have shifted from conventional media to more dynamic and interactive social media. One of the strategies that is growing rapidly is the use of endorsements by content creators to influence consumer purchase decisions. This study aims to find out the extent of...
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| Format: | Article |
| Language: | Indonesian |
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Nurul Jadid University
2025-06-01
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| Series: | Profit: Jurnal Kajian Ekonomi dan Perbankan Syariah |
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| Online Access: | https://ejournal.unuja.ac.id/index.php/profit/article/view/11084 |
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| author | Nurfaisah Nurfaisah Abdul Nasser Hasibuan Budi Gautama |
| author_facet | Nurfaisah Nurfaisah Abdul Nasser Hasibuan Budi Gautama |
| author_sort | Nurfaisah Nurfaisah |
| collection | DOAJ |
| description | In the digital era, marketing strategies have shifted from conventional media to more dynamic and interactive social media. One of the strategies that is growing rapidly is the use of endorsements by content creators to influence consumer purchase decisions. This study aims to find out the extent of the influence of content creator endorsements on purchase decisions on MSME products. This study used a quantitative approach with multiple linear regression method and involved 75 respondents, which were determined based on the Malhotra formula (at least five times the number of indicators). The results showed that endorsements had a positive and significant influence on purchase decisions, with a significance value of 0.000 and a regression coefficient of 0.705. These findings indicate that collaboration with content creators can be an effective and efficient promotional strategy for MSMEs in reaching a wider market through social media. |
| format | Article |
| id | doaj-art-9eb943972d8f42e8b8ed02f31ff68f51 |
| institution | DOAJ |
| issn | 2685-4309 2597-9434 |
| language | Indonesian |
| publishDate | 2025-06-01 |
| publisher | Nurul Jadid University |
| record_format | Article |
| series | Profit: Jurnal Kajian Ekonomi dan Perbankan Syariah |
| spelling | doaj-art-9eb943972d8f42e8b8ed02f31ff68f512025-08-20T03:09:51ZindNurul Jadid UniversityProfit: Jurnal Kajian Ekonomi dan Perbankan Syariah2685-43092597-94342025-06-0191546310.33650/profit.v9i1.110843944THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONSNurfaisah Nurfaisah0Abdul Nasser Hasibuan1Budi Gautama2UIN Syekh Ali Hasan Ahmad Addary PadangsidimpuanUIN Syekh Ali Hasan Ahmad Addary PadangsidimpuanUIN Syekh Ali Hasan Ahmad Addary PadangsidimpuanIn the digital era, marketing strategies have shifted from conventional media to more dynamic and interactive social media. One of the strategies that is growing rapidly is the use of endorsements by content creators to influence consumer purchase decisions. This study aims to find out the extent of the influence of content creator endorsements on purchase decisions on MSME products. This study used a quantitative approach with multiple linear regression method and involved 75 respondents, which were determined based on the Malhotra formula (at least five times the number of indicators). The results showed that endorsements had a positive and significant influence on purchase decisions, with a significance value of 0.000 and a regression coefficient of 0.705. These findings indicate that collaboration with content creators can be an effective and efficient promotional strategy for MSMEs in reaching a wider market through social media.https://ejournal.unuja.ac.id/index.php/profit/article/view/11084endorsement, konten kreator, keputusan pembelian, umkm, media sosial |
| spellingShingle | Nurfaisah Nurfaisah Abdul Nasser Hasibuan Budi Gautama THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS Profit: Jurnal Kajian Ekonomi dan Perbankan Syariah endorsement, konten kreator, keputusan pembelian, umkm, media sosial |
| title | THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS |
| title_full | THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS |
| title_fullStr | THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS |
| title_full_unstemmed | THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS |
| title_short | THE EFFECT OF CONTENT CREATOR ENDORSEMENTS ON MSME CONSUMERS' PURCHASING DECISIONS |
| title_sort | effect of content creator endorsements on msme consumers purchasing decisions |
| topic | endorsement, konten kreator, keputusan pembelian, umkm, media sosial |
| url | https://ejournal.unuja.ac.id/index.php/profit/article/view/11084 |
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