Analysis of Purchasing Decisions in terms of Testimonials, Promotional Content, Endorsements (Study on Kediri Spicy Dumplings)
DOI:
https://doi.org/10.29407/Keywords:
Promotional Content, Testimonials, Endorsement, Purchase Decision, UMKM, Digital Marketing.Abstract
Research aim: This study's goal is to investigate the effects of endorsements, advertising, and endorsements on consumer purchasing decisions at Kediri Spicy Dumplings, a UMKM in the culinary sector.
Design/Methode/Approach: This study employs a causality design and a quantitative methodology. Data were collected from 40 respondents who are followers of the Instagram account Kediri Spicy Dumplings. The coefficient of determination, hypothesis testing (t-test and F-test), and multiple linear regression tests are all part of the analysis process.
Research Finding: The findings demonstrate that endorsements, advertising materials, and testimonies all significantly and favourably affect consumers' decisions to buy. Testimonials can increase consumer trust through customer experience, promotional content attracts attention through creativity and relevance, while endorsements by local influencers strengthen product visibility and credibility.
Theoretical contribution/Originality: This research contributes to the consumer behaviour literature by exploring the combined effects of testimonials, promotional content, and endorsements in the context of digital marketing for UMKM.
Practitioner/Policy implication: The findings provide practical insights for UMKM to implement effective digital marketing strategies by utilizing testimonials, promotional content, and influencer endorsements to improve competitiveness in the digital marketplace.
Research limitation: This research only focuses on one UMKM in Kediri, so the findings cannot be generalized. Future research can include several UMKM in various regions.
References
Bafadhal Samira Aniesa. (2020). Pemasaran Pariwisata Pendekatan Perilaku Wlisatawan. Media Nusa Creative (MNC Publishing).
Cruisietta Kaylana Setiawan, & Sri Yanthy Yosepha. (2020). Pengaruh Green Marketing dan Brand Image Terhadap Keputusan Pembelian Produk the Body Shop Indonesia (Studi Kasus Pada Followers Account Twitter @TheBodyShopIndo). Jurnal Ilmiah M-Progres, 10(1), 1–9.
Diana Ratnasari, & Candra Aeni. (2020). Pengaruh Testimoni dan Celebgram (Celebrity Endorser Instagram) terhadap Keputusan Pembelian Melalui Media Sosial Instagram Pada Mahasiswa Prodi Pendidikan Ekonomi Unirow Tuban. Prosiding Seminar Nasional Penelitian Dan Pengabdian Masyarakat, 5(2), 416–418. http://prosiding.unirow.ac.id/index.php/SNasPPM
Elsa Gea Novitri. (2021). Pengaruh Selebgram Endorser dan Brand Image Terhadap Keputusan Pembelian Scarlett di Kecamatan Lirik Kabupaten Inhu Riau (Studi Kasus Anak Remaja di Kecamatan Lirik). Fakultas Ekonomi dan Bisnis Universitas Islam Riau PekanBaru.
Fadhilah, & Galih Ginanjar Saputra. (2021). Pengaruh Content Marketing dan E-WoM pada Media Sosial TikTok terhadap Keputusan Pembelian Generasi Z. Jurnal Ekonomi, Keuangan Dan Manajemen, 17(3), 505–512.
Galu Khotimatul Khusna, & Farah Oktafani. (2017). Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Dunkin’Donuts Bandung. Bisnis & Entrepreneurship, 11(1), 27–36.
Ghozali. (2016). Aplikasi Analisis Multivariate Dengan Program SPSS. Universitas Diponegoro.
Irma Marpaung, & Fauzi Lubis. (2022). Pengaruh Iklan, Sistem COD, dan Promo Gratis Ongkir terhadap Keputusan Pembelian pada Tiktokshop (Studi Kasus pada Mahasiswa UIN Sumatera Utara). Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas SAM Ratulangi, 9(3), 1477–1491.
Lathifah Khairunnisa. (2023). Analisis Preferensi Konsumen Terhadap Keputusan Pembelian Tanaman Monstera Adansonii Di Kelurahan Pondok Kelapa. Journal of Student Research (JSR), 1(2), 506–522.
Muhammad Hanapi, & Agus Sriyanto, S. E. M. M. (2018). Pengaruh Brand Ambasador, Minat Beli, dan Testimoni terhadap Keputusan Pembelian (Studi Pada Situs Jual Beli Online Shop Shopee Indonesia di Universitas Budi Luhur Periode Februari – April 2018). FAMOUS: Jurnal Penelitian Ilmu Manajemen, 1(2).
Nitisusastro, & Mulyadi. (2012). Perilaku Konsumen Dalam Perspektif Kewirausahaan. Bandung: Alfabeta.
Oktaviani, F., & Rustandi, D. (2018). Implementasi Digital Marketing dalam Membangun Brand Awarness. PRofesi Humas, 3(1), 1–20.
Rudi Haryadi. (2009). Pengaruh Strategi Green Marketing terhadap Piihan Konsumen Melalui Pendekatan Marketing Mix (Studi Kasus pada The Body Shop Jakarta). Universitas Diponegoro.
Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen. Yogyakarta:C.V AndiOffset.
Schiffman, Leon G. & Kanuk, & Leslie lazar. (2010). Consumen Behavior.10/E. Boston : Pearson.
Sugiyono. (2017). Metode Penelitian Bisnis (3rd Ed.). CV Alfabeta.
Tiara Puspanidra, & Dini Valdiani. (2018). Komunikator dalam Strategi Endorsment (Studi Strategi Endorsement Produsen Kerudung Voal di Instagram). Media Bahasa, Sastra, Dan Budaya Wahana, 24(2), 50–65.
Yani Xiao, Lan Wang, & Ping Wang. (2019). Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions. Advances in Social Science, Education and Humanities Research, 415–422.
Yuni Tresnawati, & Kurniawan Prasetyo. (2018). Pemetaan Konten Promosi Digital Bisnis Kuliner Kika’s Catering di Media Sosial. PRofesi Humas, 3(1), 102–119.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Seiko Seikatsuno Heinz Ruminiege, Diah Ayu Septi Fauji
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
