The Impact of Influencer Marketing on Consumer Decision-Making in E-Commerce Platforms

Ridha Aprilla Samsu; Likha Navadiani Budiawan; Celine Yinnie; Jamal Muhroji; Finny Redjeki

doi:10.31004/riggs.v4i2.1417

Authors

Ridha Aprilla Samsu Universitas Sangga Buana
Likha Navadiani Budiawan Universitas Sangga Buana
Celine Yinnie Universitas Sangga Buana
Jamal Muhroji Universitas Sangga Buana
Finny Redjeki Universitas Sangga Buana

DOI:

https://doi.org/10.31004/riggs.v4i2.1417

Keywords:

Consumer Decision, E-Commerce, Influencer Marketing, Purchase Intention, Social Media.

Abstract

This research aims to analyze the influence of influencer marketing on consumer decision-making processes in e-commerce platforms. Utilizing a quantitative approach, the study investigates how influencer credibility, attractiveness, and expertise impact consumer purchase intentions. The research sample consists of 250 active e-commerce platform users in Indonesia. Data was collected through online questionnaires and analyzed using structural equation modeling (SEM). The findings reveal that influencer credibility significantly influences consumer purchasing decisions, with a path coefficient of 0.45 (p < 0.01). This study provides in-depth insights into the dynamics of influencer marketing in the digital era and its implications for consumer behavior in e-commerce environments.

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