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The INFLUENCE OF INFLUENCER MARKETING AND SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS AT TEANOL CAFÉ, JELUTUNG BRANCH, JAMBI CITY

Journal of Business Studies and Management Review · Vol. 8 No. 2 (2025) · hlm. 263–268

DOI
10.22437/jbsmr.v8i2.43710
ISSN
2597-6265, 2597-369X
Terbit
2025-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study aims to determine the effect of Influencer Marketing and Social Media Marketing on Purchasing Decisions at Café Teanol, Jelutong Branch, Jambi City. This study uses quantitative methods and data collection techniques by distributing questionnaires using a Likert scale. The type of data used is primary data obtained from filling out questionnaires via Google Forms. The data analysis method used is multiple linear analysis using SPSS version 27. The sample in this study were consumers who made purchases at Café Teanol, Jelutung Branch, Jambi City, as many as 98 respondents with a purposive sampling method. The results show that Influencer Marketing and Social Media Marketing have a positive and significant effect on purchasing decisions both simultaneously and partially, and the variable that dominates in influencing is Influencer Marketing. Suggestions for Café Teanol Jelutung Branch are expected to improve and choose Influencers with more social media accounts to increase consumer trust, teanol is also expected to encourage consumers to share product posts on café teanol so that more people know about the posts, and teanol is expected to increase consumer satisfaction to have a good experience and will make consumers tell their experiences to potential consumers so that purchasing decisions occur

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29 penulis · 50 tautan kepenulisan bersama · 1 lintas organisasi

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  • Universitas Jambi
  • Universitas Syiah Kuala
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
  • Garis lebih tebal = lebih banyak artikel bersama · lingkaran lebih besar = lebih banyak artikel
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Rekan penulisOrganisasiArtikel bersama
NurhayaniAfiliasi tidak diketahui1
WiralestariAfiliasi tidak diketahui1
Rosmeli RosmeliUniversitas Jambi1
Rita FriyaniUniversitas Jambi1
Suswita RozaUniversitas Jambi1
Nurhayani NurhayaniUniversitas Jambi1
Syamsurijal TanUniversitas Jambi1
Selamet RahmadiUniversitas Jambi1
RosmeliUniversitas Jambi1
Nurhasanah NurhasanahUniversitas Syiah Kuala1
Nurhasanah NurhasanahUniversitas Jambi1
Husni HasbullahUniversitas Jambi1
Muhammad Alkubbarul HafizUniversitas Jambi1
Johannes JohannesUniversitas Jambi1
Desta FitrianaUniversitas Jambi1
Ade Perdana SiregarUniversitas Jambi1
M. Yofi febriantoUniversitas Jambi1
DahmiriUniversitas Jambi1
Claudia Ernestina AuroraUniversitas Jambi1
Maruli Asi Tua SihombingAfiliasi tidak diketahui1
Johannes JohannesAfiliasi tidak diketahui1
Danil MuhlisinUniversitas Jambi1
Ade Wahyu RamadhanUniversitas Jambi1
Alinda Putri ArianaUniversitas Jambi1
Brammantio BrammantioAfiliasi tidak diketahui1
Jamal S.Afiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">The INFLUENCE OF INFLUENCER MARKETING AND SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS AT TEANOL CAFÉ, JELUTUNG BRANCH, JAMBI CITY</dc:title>
	<dc:creator xml:lang="en">Simarmata, Lusiana Pransisca</dc:creator>
	<dc:creator xml:lang="en">Ekasari, Novita</dc:creator>
	<dc:creator xml:lang="en">Novitasari, Novitasari</dc:creator>
	<dc:subject xml:lang="en">Purchasing Decisions</dc:subject>
	<dc:subject xml:lang="en">Social Media Marketing</dc:subject>
	<dc:subject xml:lang="en">Influencer Marketing</dc:subject>
	<dc:description xml:lang="en">This study aims to determine the effect of Influencer Marketing and Social Media Marketing on Purchasing Decisions at Café Teanol, Jelutong Branch, Jambi City. This study uses quantitative methods and data collection techniques by distributing questionnaires using a Likert scale. The type of data used is primary data obtained from filling out questionnaires via Google Forms. The data analysis method used is multiple linear analysis using SPSS version 27. The sample in this study were consumers who made purchases at Café Teanol, Jelutung Branch, Jambi City, as many as 98 respondents with a purposive sampling method. The results show that Influencer Marketing and Social Media Marketing have a positive and significant effect on purchasing decisions both simultaneously and partially, and the variable that dominates in influencing is Influencer Marketing. Suggestions for Café Teanol Jelutung Branch are expected to improve and choose Influencers with more social media accounts to increase consumer trust, teanol is also expected to encourage consumers to share product posts on café teanol so that more people know about the posts, and teanol is expected to increase consumer satisfaction to have a good experience and will make consumers tell their experiences to potential consumers so that purchasing decisions occur</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2025-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/43710</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v8i2.43710</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 8 No. 2 (2025): JBSMR, Vol 8 No.2 June 2025; 263-268</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/43710/21932</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Lusiana Pransisca Simarmata, Novita Ekasari, Novitasari Novitasari</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>