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All Journal SEIKO : Journal of Management & Business Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Erwin Parega
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Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Engineering Social Sciences

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The Impact of Social Media Influencers and Content Quality Unraveling the Mediating Role of Trust on Purchase Intention Cipta Canggih Perdana; Carolina Novi Mustikarini; Erwin Parega
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.5248

Abstract

In the digital landscape today, social media platforms dominate as primary channels for sharing information, shaping culture, and fostering social interaction. This study investigates the interplay between Social Media Influencer Influence, Content Quality, mediated by Trust, in shaping consumer Purchase Intentions. Using a cross-sectional quantitative design, primary data was collected through structured online questionnaires distributed via Google Docs and shared on platforms like WhatsApp, Instagram, Twitter and Facebook. Convenience sampling included 110 active social media users following influencer accounts in Indonesia and globally. Partial Least Square (PLS) analysis, facilitated by SmartPLS software, explored the relationships between variables. Results highlight the significant impact of Social Media Influencer Influence (X1) on Purchase Intentions (Y) (H1) and Content Quality (X2) on Purchase Intentions (Y) (H2), underscoring their roles in shaping consumer purchase decisions. Additionally, Social Media Influencer Influence (X1) on Trust (Z) (H3) and Content Quality (X2) on Trust (Z) (H4) emphasize their contributions to building consumer trust. Notably, Trust (Z) substantially affects Purchase Intentions (Y) (H5), reaffirming its pivotal role in shaping consumer behavior. This study provides valuable perspectives on the dynamics of influencer marketing, underscoring the significance of both Content Quality and Trust in driving Purchase Intentions. It contributes to the marketing domain by enhancing comprehension of effective influencer marketing strategies and their impact on consumers Keywords: Social Media Influencer, Content Quality, Trust, Purchase Intention
Greenpreneurs Mandiri: Pendampingan UMKM Bank Sampah Melati dan Mandar Sutera Asriah Syam; Elia Ardyan; Adindah Novihartina Jafar; Maichal; Cindy Yoel Tanesia; Mustikarini, Carolina Novi; Erwin Parega; David Sundoro; Rahmat Zulfikar; Bilyan Putra Sari; Kasmir Syariati
Jurnal Leverage, Engagement, Empowerment of Community (LeECOM) Vol. 6 No. 1 (2024): Jurnal Leverage, Engagement, Empowerment of Community (LeECOM)
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/leecom.v6i1.4426

Abstract

Pengabdian masyarakat yang dilakukan pada Bank Sampah Melati dan Mandar Sutera merupakan bagian dari pelaksanaan hibah pendampingan UMKM (Usaha Mikro, Kecil dan Menengah) berbasis kemitraan. Tujuan kegiatan pendampingan UMKM ini adalah mendampingi UMKM Bank Sampah Melati dan UMKM Mandar Sutera untuk memiliki model bisnis, inovasi produk, digital marketing & branding, serta teknologi dalam sistem operasi yang tepat sehingga proses bisnis dapat berkembang dan berkelanjutan juga mampu menyerap tenaga kerja baru. Pelatihan dilaksanakan di dalam 9 kegiatan pelatihan. Hasil pengabdian masyarakat ini adalah peserta mendapatkan pengetahuan dan keterampilan untuk membuat produk yang inovatif berbasis konsep green, pengembangan model bisnis, pengelolaan keuangan, dan kemampuan penjualan berbasis pemasaran digital.
Co-Authors Adindah Novihartina Jafar Asriah Syam Bilyan Putra Sari Carolina Novi Mustikarini Cindy Yoel Tanesia Cipta Canggih Perdana David Sundoro Elia Ardyan Kasmir Syariati Maichal Mustikarini, Carolina Novi Rahmat Zulfikar