The Influence of Influencers and Brand Awareness on Purchase Decisions in MSMEs (Amaryllis Hijab)
Keywords:
Influencer, Brand Awareness, Purchasing Decision.
Abstract
Small and Medium Enterprises (SMEs) as drivers of the Indonesian economy often face marketing constraints due to limited resources, resulting in low consumer awareness of their products. The utilization of influencer marketing and brand awareness strengthening proved to be an effective solution to enhance purchasing decisions, particularly for Amaryllis Hijab SMEs in the competitive Muslim fashion industry. This study analized the influence of both influencers and brand awareness to provide strategic contributions for the development of digital marketing in SMEs. This research aimed to determine the partial and simultaneous influence of Influencer and Brand Awareness on purchasing decisions in MSMEs (Amaryllis Hijab). The data analysis method used is quantitative descriptive analysis. The data analysis technique employed was multiple regression analysis using SPSS for Windows 30.0. The data utilized in this research was primary data, sourced from questionnaires filled out by respondents. The results of this research indicated that Influencer partially influenced purchasing decisions in MSMEs (Amaryllis Hijab), with a t count value of (2.800) > ttable (2.002) and a significance value of 0.007 < 0.05. And Brand Awareness partially influenced purchasing decisions in MSMEs (Amaryllis Hijab), with a tcount value of (3.842) > ttable (2.002) and a significance value of <0.001 < 0.05. Influencer and Brand Awareness simultaneously influenced purchasing decisions in MSMEs (Amaryllis Hijab), with an f count value of (41.226) > ftable (3.15) and a significance of <0.001 < 0.05.
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Syafrida, S., & Putra, P. (2023). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Vario. Amsir Management Journal, 3(2), 79–92. https://doi.org/10.56341/amj.v3i2.184
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Zulfiani, S. (2023). Pengaruh Citra Perusahaan dan Kualitas Pelayanan Terhadap Keputusan dalam Menggunakan Jasa Gadai pada PT. Pegadaian Syariah Pangkajenne Sidrap (Tugas Akhir, Institut Ilmu Sosial dan Bisnis Andi Sapada)
Tokopedia. 2019. “Influencer Marketing Dan Keuntungannya.” Tokopedia.
https://seller.tokopedia.com/edu/influencer-marketing-dan-keuntungannya/.
Abdurokhim. (2020). Analisis Data Penelitian Kuantitatif. Yogyakarta: Deepublish
Gulo, W. (2002). Metodologi Penelitian. Grasindo.
Handayani, Desy. dkk. 2010. Brand Operation. Jakarta: ESENSI.
Hasibuan, M. S. P. (2021). Manajemen Sumber Daya Manusia. Jakarta: Bumi Aksara.
Kotler dan Keller. 2009. Manajemen Pemasaran. Jakarta: Erlangga.
Kotler, P. (2016). Manajemen Pemasaran. Jakarta: Erlangga.
Moleong, L. J. (2017). Metodologi Penelitian Kualitatif. Bandung: Remaja
Rosdakarya.
Nazir, M. (2014). Metode Penelitian. Bogor: Ghalia Indonesia.
Shiffman, Leon G and Kanuk, Leslie, Laser, 2007, Perilaku Konsumen, Edisi ketujuh, Indeks, Jakarta.
Sudaryono, D. (2017). Pengantar Manajeman Teori dan Kasus. Caps Publishin
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Bilqist, S., Basalamah, M. R., & Normaladewi, A. (2023). Pengaruh Influencer Marketing, Brand Awareness, dan Viral MarketingTerhadap Keputusan Pembelian Skintific di TikTok (Studi Kasus Mahasiswa Kota Malang). E – Jurnal Riset Manajemen, 13(1), 3934–3942. http://repository.unas.ac.id/id/eprint/12686%0Ahttp://repository.unas.ac.id/12686/8/COVER.pdf
Chetioui, Y., Benlafqih, H. and Lebdaoui. (2020). "How fashion influencers contribute to consumers’ purchase intention", Journal of Fashion Marketing and Management: An International Journal, Vol. 24 No.3, pp. 361-380
Daud, A. (2015). Analisis faktor yang mempengaruhi keputusan pembelian konsumen. 2, 471–479.
Etikan, I. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, *5*(6), 215‒217.
Ewers, N. L. 2017. University of Twente Influencer Marketing on Instagram - An Analysis of the Effects of Sponsorship Disclosure, Product Placement, Type of Influencer and Their Interplay on Consume
Fauzi, A., Saing, B., Nazira, N. A., Putri, S. A., Pangeswati, S. O., Nurhasanah, S. D., Maharani, S., & Theresia. (2024). Peran Dan Fungsi Influencer Di Media Sosial. Jurnal Bisnis Dan Ekonomi, 2(1), 1–16. https://doi.org/10.61597/jbe-ogzrp.v2i1.16
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Goldsmith, R.E., Lafferty, B.A. and Newell, S.J. (2000), “The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands”, Journal of Advertising, Vol. 29 No. 3, pp. 43-54.
Gunarsih, C. M., Kalangi, J. A., & Tamengkel, L. F. (2021). Pengaruh harga terhadap keputusan pembelian konsumen di Toko Pelita Jaya Buyungon Amurang. Productivity, 2(1), 69-72.
Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediatedmoderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, 55
Hawkins, Del I., Roger J., Best dan kanneth A., Coney, 1998. Consumer Behavior, USA:Irwin McGraw-Hill.
Herman, H., Maszudi, E., Hamid, R. S., Dewintari, P., & Aulia, A. (2023). Peran Influencer Marketing Online Customer Review dan Content Marketing dalam Keputusan Pembelian Pada Sosial Instagram. Jesya, 6(2), 1348–1358.
Lou, C. and Yuan, S. (2019). “Influencer marketing: how message value and credibility affect consume trust of branded content on social media”, Journal of Interactive Advertising, Vol. 19 No. 1, pp. 58-73.
Marsha Putri, S., & Rosmita. (2024). Pengaruh Influencer Marketing Terhadap Minat Beli Konsumen Pada Toko Sneakerspku9. Jiabis: Jurnal Administrasi Bisnis Dan Ilmu Sosial, 2(113), 86–97.
Megawati Beddu, Nurbakti, R., & Muin, S. A. R. (2022). Pengaruh Ekuitas Merek dan Minat Beli Terhadap Keputusan Pembelian Kaos Polo T- Shirt Pada PT. Kaos’Ta Sukses Mulia Kota Parepare. Amsir Management Journal, 2(2), 89–94. https://doi.org/10.56341/amj.v2i2.73
Muzaqqi, dkk. 2016. Pengaruh Kesadaran Merek, Kesan Kualitas, Asosiasi Merek, dan Loyalitas Merek Terhadap Ekuitas Merek (Survei pada Konsumen Pembeli dan Pengguna Produk Sari Apel Siiplah diPerumahan Saxophone Kecamatan Lowokwaru Kota Malang). Jurnal Administrasi Bisnis, Vol.31, No.1.
Ohanian, R. (1990). “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness”, Journal of Advertising, 19(3), 39-52.
Panguriseng, A. A., & Nur, I. (2022). Analisis Strategi Promosi dan Pengaruh Promosi Terhadap Keputusan Pembelian Konsumen. Jurnal Ilmiah Multidisiplin Amsir, 1(1), 55–66.
Panji Ragatirta, L. P., & Tiningrum, E. (2020). Pengaruh Atmosphere Store, Desain Produk, Dan Citra Merek Terhadap. Excellent, 7(2), 143–152. https://e-journal.stie-aub.ac.id/index.php/excellent%0Ahttps://doi.org/10.36587/exc.v7i2.793
Sari, S., Syamsuddin, S., & Syahrul, S. (2021). Analisis Brand Awareness Dan Pengaruhnya Terhadap Buying Decision Mobil Toyota Calya Di Makassar. Journal of Business Administration (JBA), 1(1), 37. https://doi.org/10.31963/jba.v1i1.2678
Shimp, T.A. (2007). “Advertising, Promotion,and Other Aspects of Integrated Marketing Communications 7th Edition”, United States of America: Thomson South-Western
Suciawan, C. C., & Melinda, T. (2022). Pengaruh Brand Awareness Dan Brand Trust Terhadap Niat Beli Konsumen Baticue. Performa, 7(4). https://doi.org/10.37715/jp.v7i4.2009
Syafrida, S., & Putra, P. (2023). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Vario. Amsir Management Journal, 3(2), 79–92. https://doi.org/10.56341/amj.v3i2.184
Ulfa, A., & Mariah. (2022). Pengaruh Social Media Influencer dan Brand Awareness Terhadap Keputusan Pembelian Reddog Summarecon Mall Bekasi. KALBISINA : Jurnal Mahasiswa Institut Teknologi Dan Bisnis Kalbis, 8(4), 4873–4881.
Van der Waldt, D., Van Loggerenberg, M. and Wehmeyer, L. (2009), “Celebrity endorsements versus created spokespersons in advertising: a survey among students”, South African Journal of Economic and Management Sciences (SAJEMS), Vol. 12 No. 1, pp. 110- 114.
Zulfiani, S. (2023). Pengaruh Citra Perusahaan dan Kualitas Pelayanan Terhadap Keputusan dalam Menggunakan Jasa Gadai pada PT. Pegadaian Syariah Pangkajenne Sidrap (Tugas Akhir, Institut Ilmu Sosial dan Bisnis Andi Sapada)
Tokopedia. 2019. “Influencer Marketing Dan Keuntungannya.” Tokopedia.
https://seller.tokopedia.com/edu/influencer-marketing-dan-keuntungannya/.
Published
2025-08-10
How to Cite
Megawati Beddu, Ismah Rustam, Andi Alfianto Anugrah Ilahi, Irawati Nur, & Imron Burhan. (2025). The Influence of Influencers and Brand Awareness on Purchase Decisions in MSMEs (Amaryllis Hijab). International Journal of Economics, Business and Innovation Research, 4(05), 109-123. https://doi.org/10.63922/ijebir.v4i05.2190
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