The Power of Digital Persuasion: Examining the Impact of Influencers and Content Marketing on Purchase Decisions

Refi Royadi; Syaipul Ramdhan; Yunitasari Amaludin

doi:10.61987/jemr.v5i2.1996

Authors

Refi Royadi Institut Teknologi dan Bisnis Bina Sarana Global
Syaipul Ramdhan Institut Teknologi dan Bisnis Bina Sarana Global
Yunitasari Amaludin Institut Teknologi dan Bisnis Bina Sarana Global

DOI:

https://doi.org/10.61987/jemr.v5i2.1996

Keywords:

Influencer Marketing, Content Marketing, Purchase Decisions

Abstract

This study aims to examine the influence of influencer marketing and content marketing on consumer purchase decisions for Jims Honey products in the digital era. The research employs a quantitative explanatory approach with a sample of 100 respondents selected through purposive sampling, consisting of consumers who follow Jims Honey’s social media accounts and have previously made a purchase. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, as well as t-tests and F-tests. The findings reveal that influencer marketing has a significant positive effect on purchase decisions (β = 0.678; p < 0.001), while content marketing also significantly influences purchase decisions (β = 0.434; p < 0.001). Simultaneously, both variables demonstrate a significant effect (F = 83.366; p < 0.001), with a coefficient of determination (R² = 0.629), indicating that 62.9% of the variance in purchase decisions is explained by the two independent variables. These results imply that businesses in the digital marketplace should strategically integrate influencer partnerships and high-quality content marketing to strengthen consumer engagement and enhance purchase decision outcomes.

References

Abas, M. C., & Kholidah, N. D. (2025). Improving brand awareness of educational institutions through educational personnel recruitment management in madrasah. At-Tarbiyat, 8, 2025.

Adeoye, M. A., & Baharun, H. (2025). Integration of Islamic thought and scientific knowledge in the formation of educational institution leadership. TATHO: International Journal of Islamic Thought and Sciences, 2(2), 141–152. https://doi.org/10.70512/tatho.v2i2.85

Alviantika, A., Ula, N. F., Laila, N., Widiawati, A., & Diyah, S. N. (2024). Optimalisasi kesadaran sosial berkarakter generasi muda Islam melalui organisasi santri intra madrasah (OSIM). As-Sabiqun: Jurnal Pendidikan Islam Anak Usia Dini, 6(5), 909–924. https://doi.org/10.36088/assabiqun.v6i5.5330

Azizah, N., Zahro, F., Tohet, M., & Widat, F. (2025). Assistance in the use of YouTube Kids as a creative learning resource for educators and education staff. Communautaire: Journal of Community Service, 4(1), 14–24.

Badriyah, N. (2025). Elementary madrasah teachers' perceptions of the seamless learning model. JETech: Journal of Education and Technology, 1(1), 1–9.

Eduzor, N. C. (2024). Leadership styles and organizational performance: Examining the impact of transformational leadership on employee engagement and business success. International Journal of Development, Sustainability and Environmental Management, 4(1), 16–24.

Ghanad, A. (2023). An overview of quantitative research methods. International Journal of Multidisciplinary Research and Analysis, 6(8), 3794–3803. https://doi.org/10.47191/ijmra/v6-i8-52

Gul, Y. E. (2023). A theoretical perspective on survey method from quantitative research methods. Universum: Psikhologiya i Obrazovaniye, 106(4), 64–68. https://doi.org/10.32743/UniPsy.2023.106.4.15254

Hefniy, H., & Alwahedi, M. A. A. (2025). Virtual school tours: Boosting community interest and attracting prospective students. EVALUASI: Jurnal Manajemen Pendidikan Islam, 9(2), 340–353. https://doi.org/10.32478/3gtzvf72

Hikmah, U., & Mudarris, B. (2026). A strategic plan for high quality and effective madrasah management in realized quality superior education. Journal of Education Management and Policy, 2(1), 39–49.

Holidi, M. (2025). CBT exam implementation guidance for students in facing digital-based assessments. Communautaire: Journal of Community Service, 4(3), 297–312.

Honainah, H., Tijaniyah, T., Pawening, R. E., Imaduddin, I., Jannah, S. W., & Bambang, B. (2025). Sistem pengering bawang otomatis berbasis mikrokontroler dengan pemilihan jenis bawang menggunakan metode SAW. Jurnal JEETech, 6(1), 1–10. https://doi.org/10.32492/jeetech.v6i1.61001

Khofsah, S. (2025). Management of the habit of reading the Qur'an as an effective memorization strategy for tahfidz class students at madrasahs. Journal of Education Management and Policy, 1(3), 198–207.

Khoiroh, U., Hani, U., & Iman, D. Z. (2025). Public policy analysis: How mutual public relations support equitable access to education. JIM: Jurnal Ilmu Multidisiplin, 1(2), 1–12.

Khosi'in, I., Wiarsih, N., & Faishol, R. (2024). Strategies of Islamic education teachers based on local wisdom in enhancing learning quality at madrasah. TA’LIMUNA: Jurnal Pendidikan Islam, 13(2), 98–112.

Khotimah, H., & Fahmi Suhermanto, S. (2024). Increasing the competence of Islamic religious education teachers from a madrasah-based management perspective. Managere: Indonesian Journal of Educational Management, 6(1), 13–26. https://doi.org/10.52627/managere.v6i1.388

Kunta, I. H., & Muslim, B. (2025). Digitalisasi dalam manajemen mutu pendidikan: Penerapan teknologi untuk mendukung proses akreditasi sekolah. NAAFI: Jurnal Ilmiah Mahasiswa, 1(5), 647–657.

Kusumawati, I. (2025). AI-based human capital as a catalyst for increasing the strategic agility of educational organizations. International Journal of Multidisciplinary Research, 1(5), 239–245.

Mannan, A. F., & Shulhani, R. (2024). Conflict in schools: How effective communication can address bullying problems in educational institutions. Transformation in Islamic Management and Education Journal, 1(2), 61–68. https://doi.org/10.53889/jaiem.v2i2.561

Manshur, U. (2026). Madrasah vision management strategy in realizing superior educational quality. EDUCARE: Jurnal Ilmu Pendidikan, 5(1), 1–15. https://doi.org/10.71392/ejip.v5i1.122

Mulyadi, M., & Sutiah, S. (2025). Academic supervision as a catalyst for professional growth in schools. Applied Community Services Journal, 1(1), 1–9.

Mustafa, M., & Maulana, M. Z. (2024). Learning innovation: Improving educational effectiveness in the digital age. Proceeding of International Conference on Education, Society and Humanity, 2(2), 720–726.

Putri, D. F., Qushwa, F. G., Putri, D. M. S., & Zahro, F. (2024). Behaviour management in the classroom: Improving the quality of education through systematic optimization of the learning environment. FALASIFA: Jurnal Studi Keislaman, 15(1), 35–47. https://doi.org/10.62097/falasifa.v15i1.1787

Rahmadan, I., & Shudiq, W. J. (2024). Increasing student interest in learning through the implementation of the K-nearest neighbor algorithm in classifying learning preferences at SMAN 1 Kraksaan. Journal of Computer Networks, Architecture and High Performance Computing, 6(4), 1851–1862. https://doi.org/10.47709/cnahpc.v6i4.4526

Rozi, F. (2025). Revitalizing the role of the mosque in local potential-based community economic empowerment. GUYUB: Journal of Community Engagement, 6(2), 495–508. https://doi.org/10.33650/guyub.v6i2.11055

Safitri, S. D. (2024). Character management in crisis: Implementation of five day in ma'had as a social care solution in elementary madrasah. JUMPA: Jurnal Manajemen Pendidikan, 5(1), 57–68. https://doi.org/10.33650/jumpa.v5i1.9321

Sardana, N., Shekoohi, S., Cornett, E. M., & Kaye, A. D. (2023). Qualitative and quantitative research methods. In Substance use and addiction research (pp. 65–69). Elsevier. https://doi.org/10.1016/B978-0-323-98814-8.00008-1

Syafiih, M. (2025). The future of education in the digital era: Between technological innovation and equitable access. Proceeding of International Conference on Education, Society and Humanity, 3(1), 737–741.

Veronika, E. (2024). Overcoming academic challenges: The role of self-efficacy in reducing student burnout in PAI learning. Journal of Social Studies and Education, 1(2), 73–86. https://doi.org/10.61987/jsse.v1i2.517