Article Sidebar

Download
PDF

Main Article Content

Abstract

The objectives of this study are to analyze the role of education and social media on influencers, analyze the role of E-WOW and E-trust on digital marketing, analyze the role of influencers on MSME purchasing decisions, analyze the role of influencers on digital marketing, analyze the role of digital marketing on MSME purchasing decisions, and analyze the role of digital marketing in mediating the relationship between influencers and MSME purchasing decisions. The research data analysis method employs a quantitative descriptive approach, utilizing Structural Equation Modeling (SEM) as the data analysis technique. The research sample consists of women who have transacted with SMEs in the areas of Jakarta, Bekasi City, Bekasi Regency, and Tangerang, who have conducted transactions using e-commerce and other marketplaces. The sampling technique employs interviews, direct observation, and both online and offline questionnaires. The study's results indicate that the direct effect of the education variable has a significant impact on female influencers. Furthermore, the social media variable has a significant influence on female influencers. Additionally, the E-WOM variable has a significant influence on digital marketing. Furthermore, the E-Trust variable has a significant influence on digital marketing. Subsequently, the female influencer variable has a significant influence on the purchasing decisions of SMEs. The results of the female influencer variable do not influence digital marketing. The results of the digital marketing variable have a significant influence on the purchasing decisions of SMEs. However, the digital marketing variable does not mediate the relationship between female influencers and the purchasing decisions of SMEs.

Keywords

Digital Marketing Female Influencers Social Media E-Trust Purchasing Decisions of SMEs

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Indra, I. P., & Dian, D. R. A. (2025). Women in Green MSMEs: The Role of Influencers through Digital Marketing. Amkop Management Accounting Review (AMAR), 5(2), 1043–1054. https://doi.org/10.37531/amar.v5i2.2940
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abdullah, S., & Ampauleng, A. (2024). The Micro-Influencers Effect on the Business Sustainability of Small Medium Enterprise: The Marketing Strategy Approach. Quality - Access to Success, 25(199), 319–329. https://doi.org/10.47750/QAS/25.199.35
  2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  3. Alves, J., Teixeira, S., Oliveira, Z., & Teixeira, S. (2024). Factors influencing brands’ reputation on social media. Management and Marketing, 19(4), 692–709. https://doi.org/10.2478/mmcks-2024-0031
  4. Arikunto, S. (2019). Prosedur Penelitian. Rineka Cipta.
  5. Băltescu, C. A., & Untaru, E.-N. (2025). Exploring the Characteristics and Extent of Travel Influencers’ Impact on Generation Z Tourist Decisions. Sustainability (Switzerland), 17(1). https://doi.org/10.3390/su17010066
  6. Benevento, E., Aloini, D., Roma, P., & Bellino, D. (2025). The impact of influencers on brand social network growth: Insights from new product launch events on Twitter. Journal of Business Research, 189, 115123. https://doi.org/https://doi.org/10.1016/j.jbusres.2024.115123
  7. Biemans, W., & Malshe, A. (2024). How marketing and sales use digital tools for innovation ideation. Industrial Marketing Management, 123, 304–316. https://doi.org/https://doi.org/10.1016/j.indmarman.2024.10.012
  8. Enshassi, M., Nathan, R. J., Soekmawati, & Ismail, H. (2025). Unveiling Barriers and Drivers of AI Adoption for Digital Marketing in Malaysian SMEs. Journal of Open Innovation: Technology, Market, and Complexity, 100519. https://doi.org/https://doi.org/10.1016/j.joitmc.2025.100519
  9. Gensler, S., & Rangaswamy, A. (2025). An emerging future for digital marketing: From products and services to sequenced solutions. Journal of Business Research, 190, 115230. https://doi.org/https://doi.org/10.1016/j.jbusres.2025.115230
  10. Godin, G., & Kok, G. (1996). The theory of planned behavior: a review of its applications to health-related behaviors. American Journal of Health Promotion, 11(2), 87–98.
  11. Gujarathi, D. M. (2022). Gujarati: Basic Econometrics. McGraw-hill.
  12. Gunarto, M. (2018). Analisis statistika dengan model persamaan struktural (SEM): teoritis dan praktis.
  13. Jin, S. V, & Viswanathan, V. (2025). “Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing. AI and Society, 40(1), 117–131. https://doi.org/10.1007/s00146-023-01832-9
  14. Joshi, S., Bhattacharya, S., Pathak, P., Natraj, N. A., Saini, J., & Goswami, S. (2025). Harnessing the potential of generative AI in digital marketing using the Behavioral Reasoning Theory approach. International Journal of Information Management Data Insights, 5(1), 100317. https://doi.org/https://doi.org/10.1016/j.jjimei.2024.100317
  15. Liu, H., De Costa, M. F. S. D. C. B. M. F., Yasin, M. A.-L. B., & Ruan, Q. (2025). A study on how social media influences on impulsive buying. Expert Systems, 42(1). https://doi.org/10.1111/exsy.13448
  16. Machin, D., Ledin, P., & Zhao, W. (2025). How the nature of social media platforms supports faulty knowledge production by influencers: The case of nutrition guidance for mothers on Chinese social media. Discourse, Context & Media, 64, 100866. https://doi.org/https://doi.org/10.1016/j.dcm.2025.100866
  17. Mushtaq, S., Shameem, B., Alzoubi, H. M., Al Kurdi, B., Joghee, S., & Hamadneh, S. (2025). A Mixed-Method Approach on the Evolution of Influencer Marketing and Its Ethical Consideration in UAE. International Review of Management and Marketing, 15(2), 317–330. https://doi.org/10.32479/irmm.18498
  18. Ng, W. C., Yeung, K. H. T., Hui, L. L., Chow, K. M., Lau, E. Y. Y., & Nelson, E. A. S. (2025). A Content Analysis of Digital Marketing Strategies of Formula Companies and Influencers to Promote Commercial Milk Formula in Hong Kong. Maternal and Child Nutrition. https://doi.org/10.1111/mcn.70007
  19. Pedersen, C. L., & Ritter, T. (2024). Digital authenticity: Towards a research agenda for the AI-driven fifth phase of digitalization in business-to-business marketing. Industrial Marketing Management, 123, 162–172. https://doi.org/https://doi.org/10.1016/j.indmarman.2024.10.005
  20. Priambodo, A., Sulaeman, M., Permana, I., & Sugiarto, I. (2024). Enhancing the Performance and Competitiveness of Women in MSMES Through Marketing, Capital, and Digital Literacy. Widya Cipta: Jurnal Sekretari Dan Manajemen, 8(1), 1–12.
  21. Rajput, A., & Gandhi, A. (2024). The branding power of social media influencers: an interactive marketing approach. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2380807
  22. Razak, I. (2022). The Role of Digital Marketing for Generation Z. Jurnal Ekonomi, Akuntansi Dan Manajemen Indonesia, 1(01), 18–25.
  23. Srivastava, A., Mukaria, B., & Arora, M. (2024). Influencer Marketing: A Citation and Co-citation Analysis within Business and Management Domains. International Journal of Experimental Research and Review, 44, 149–161. https://doi.org/10.52756/ijerr.2024.v44spl.013
  24. Tam, F. Y., & Lung, J. (2025). Digital marketing strategies for luxury fashion brands: A systematic literature review. International Journal of Information Management Data Insights, 5(1), 100309. https://doi.org/https://doi.org/10.1016/j.jjimei.2024.100309
  25. Tran, T. T. S., Nemeth, N., & Sarker, Md. S. I. (2024). Digital marketing in community-based enterprises: A systematic literature review and research agenda. Journal of Open Innovation: Technology, Market, and Complexity, 10(4), 100414. https://doi.org/https://doi.org/10.1016/j.joitmc.2024.100414
  26. Yeomans, C., Bowell, P., Karg, A., & Jopp, R. (2025). Authentic assessment and digital literacy in sport marketing. Journal of Hospitality, Leisure, Sport & Tourism Education, 36, 100549. https://doi.org/https://doi.org/10.1016/j.jhlste.2025.100549

Similar Articles

<< < 2 3 4 5 6 7 8 9 10 11 > >> 

You may also start an advanced similarity search for this article.