Pengaruh Orientasi Kewirausahaan, Lingkungan dan Media Sosial terhadap Kinerja Usaha UMKM di Jakarta

The purpose of this study was to determine the effect of entrepreneurial orientation on business performance, to determine the effect of the environment on business performance, and to determine the effect of social media on business performance. The population in this study are all SMEs owners in Jakarta. Non-probability sampling method will be used in this study with the sampling technique used is purposive sampling. The determined sample is 50 entrepreneurs who are business owners in the culinary field in the Kelapa Gading area who have been in business for more than one year. Data processing uses Structural Equation Modeling (SEM) analysis with the help of the SmartPLS application. Overall results of this study are, entrepreneurial orientation affects business performance, the environment does not affect business performance, and social media influences business performance. Tujuan penelitian ini adalah untuk mengetahui, pengaruh orientasi kewirausahaan terhadap kinerja usaha, untuk mengetahui pengaruh lingkungan terhadap kinerja usaha, dan untuk mengetahui pengaruh media sosial terhadap kinerja usaha. Populasi dalam penelitian ini adalah seluruh pemilik UMKM di Jakarta. Metode pengambilan sampel dalam penelitian ini adalah non-probability sampling dengan teknik pengambilan sampel, yaitu purposive sampling. Sampel yang diambil sebanyak 50 wirausaha yang menjadi pemilik usaha dibidang kuliner di daerah Kelapa Gading yang menjalankan bisnisnya lebih dari satu tahun. Pengolahan data meenggunakan analisis Structural Equation Modeling (SEM) dengan bantuan aplikasi SmartPLS. Secara keseluruhan hasil dari penelitian ini adalah orientasi kewirausahaan berpengaruh terhadap kinerja usaha, lingkungan tidak berpengaruh terhadap kinerja usaha, dan media sosial berpengaruh terhadap kinerja usaha.

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THE EFFECT OF INNOVATION, INFORMATION TECHNOLOGY, AND ENTREPRENEURIAL ORIENTATION ON BUSINESS PERFORMANCE

Akademika ◽

10.34005/akademika.v9i02.914 ◽

2020 ◽

Vol 9 (02) ◽

pp. 161-176

Author(s):

Fufung Alfu Lailah ◽

Tjiptogoro Dinarjo Soehari

Keyword(s):

Information Technology ◽

Structural Equation Modeling ◽

Significant Influence ◽

Entrepreneurial Orientation ◽

Structural Equation ◽

Business Performance ◽

Sampling Technique ◽

Primary Data ◽

Equation Modeling ◽

Performance Information

This study aims to obtain information about the effect of entrepreneurial orientation on innovation, information technology on innovation, entrepreneurial orientation on business performance, information technology on business performance, innovation on business performance, innovation mediates the effect of entrepreneurial orientation on business performance and innovation mediates the effect of information technology on business performance of business shop owners in Glodok Market. The data used are primary data derived from questionnaires distributed to respondents. The population in this study were all business shop owners in Glodok Market is 758 with a probability sampling technique of 176 stores as respondents. The analytical method used is structural equation modeling (SEM) using the Lisrel 8.80 program. The results showed that there was no effect of entrepreneurial orientation on innovation, there was a positive and significant effect on entrepreneurial orientation on business performance, there was a positive and significant influence on information technology on innovation, there was a positive and significant effect on information technology on business performance, there was a positive and significant effect on innovation on business performance, innovation cannot mediate entrepreneurial orientation to business performance and innovation can mediate information technology on business performance.

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Analisis Pengaruh Orientasi Kewirausahaan, Inovasi, dan Kapabilitas Pemasaran terhadap Keunggulan Bersaing pada UKM Olahan Ikan di Semarang

Jurnal Ilmiah Aset ◽

10.37470/1.23.1.174 ◽

2021 ◽

Vol 23 (1) ◽

pp. 21-30

Author(s):

Lisda Rahmasari

Keyword(s):

Structural Equation Modeling ◽

Competitive Advantage ◽

Structural Equation ◽

Sampling Technique ◽

Population Data ◽

Sem Analysis ◽

Equation Modeling ◽

Analysis Tool ◽

Marketing Capabilities ◽

Research Population

This study aimed to find out the influence of entrepreneurial orientation, innovation and marketing capabilities on competitive advantage. The research population comprised Fish Processing Business in Semarang City. The sample was selected by means of the purposive sampling technique. The sample was 100 companies. The data were collected by a questionnaire, interviews, and documentation. This research uses Structural Equation Modeling (SEM) analysis technique using AMOS 24.0 analysis tool. The test results using Structural Equation Modeling (SEM) analysis techniques indicate that the model is in accordance with population data. The results of the study showed that entrepreneurship oriented , innovation and marketing capabilities had a significant positive effect on competitive advantage. Used by analyzer for example validity test, test reliabilitas, and hipotesis test use modelling equation structural (SEM).

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ANALYSIS OF STRATEGY ORIENTATION TO INCREASE BUSINESS INNOVATION AND PERFORMANCE (Study On SME In Kasongan, Bantul District, Special Region of Yogyakarta)

JURNAL BISNIS STRATEGI ◽

10.14710/jbs.27.1.1-20 ◽

2018 ◽

Vol 27 (1) ◽

pp. 1

Author(s):

Muhammad Abdul Aziz ◽

Susilo Toto Raharjo ◽

Amie Kusumawardhani

Keyword(s):

Structural Equation ◽

Business Performance ◽

Customer Orientation ◽

Sampling Technique ◽

Research Problem ◽

Equation Modeling ◽

Performance Study ◽

Purposive Sampling ◽

Competitor Orientation ◽

Technological Orientation

Innovation in SMEs (Small and Medium Enterprises) like art craft pottery in Kasongan Bantul Regency, certainly can improve in terms of business performance of SMEs. This study aims to analyze the factors that affect business performance using variables such as customer orientation, competitor orientation, technological orientation, and innovation as an intervening variables. Departing from the research problem, this study aims was how to improve business performance through innovation and factors that influence innovation that is customer orientation, competitor orientation and technological orientation.The sample of the study was 130 respondents, where 10 respondents not willing to return the questionnaire that has been in charge, within the deadline of the return. So this study yields final respondents as much as 120 respondents, but there are some questionnaires that are not fully answered. So, the results of finals questionnaire that can be analyzed was 110 respondents. Determination of sample was done by purposive sampling technique, where purposive sampling is sampling technique of data source with certain consideration. The respondents in this study are the owners of SMEs art craft pottery in Bantul District. The tool used to analyze was Structural Equation Modeling (SEM). The results of this study were are four hypotheses accepted from seven research hypotheses. The significant factors that influencing innovation are competitor orientation and technological orientation, and factors that directly influence significant to business performance were innovation and technological orientation.

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FAKTOR APA YANG MEMENGARUHI KINERJA USAHA MIKRO KECIL DAN MENENGAH SELAMA COVID-19?

Jurnal Ekonomi Syariah Teori dan Terapan ◽

10.20473/vol8iss20213pp327-337 ◽

2021 ◽

Vol 8 (3) ◽

pp. 327

Author(s):

Nur Sugiarti ◽

R. Moh. Qudsi Fauzi

Keyword(s):

Structural Equation Modeling ◽

Market Orientation ◽

Entrepreneurial Orientation ◽

Structural Equation ◽

Business Performance ◽

Positive Relationship ◽

Total Sample ◽

Equation Modeling ◽

Small Medium Enterprises ◽

Medium Enterprises

ABSTRAKPenelitian ini menguji pengaruh kewirausahaan Islam, entrepreneurial orientation, dan market orientation terhadap kinerja Usaha Mikro Kecil dan Menengah (UMKM). Penelitian ini dilakukan pada UMKM yang tergabung dalam One Kecamatan One Center of Entrepreneurship Indonesia (OK Oce Indonesia). Jumlah sampel dalam penelitian ini adalah 142 responden. Penelitian ini berdasarkan pendekatan kuantitatif melalui kuesioner yang diberikan kepada pemilik sekaligus pengelola UMKM. Data dianalisis menggunakan Structural Equation Modeling (SEM) dari software AMOS. Hasil penelitian menunjukkan bahwa terdapat hubungan positif signifikan antara kewirausahaan Islam, orientasi kewirausahaan dan orientasi pasar terhadap kinerja UMKM. Temuan penelitian ini menegaskan bahwa kewirausahaan Islam merupakan faktor penting di antara faktor-faktor lain yang memengaruhi kinerja UMKM. Selain itu, temuan ini berkontribusi pada literatur kinerja UMKM yang dapat membantu pemilik sekaligus pengelola UMKM untuk meningkatkan kinerja bisnisnya.Kata Kunci: kewirausahaan Islam, orientasi wirausaha, orientasi pasar, kinerja. ABSTRACTThis study examines the effect of Islamic entrepreneurship, entrepreneurial orientation and market orientation on performance of micro, small, medium enterprises (MSMEs). This study is conducted on MSMEs that are participate in One Kecamatan One Center of Entrepreneurship Indonesia (OK Oce Indonesia). Total sample in this study is 142 respondents. The study based on quantitative approach through a questionnaire administered on the owner-managers of MSMEs. Data are analyzed using Structural Equation Modeling (SEM) of the AMOS software. The result showed that there is a significant positive relationship between Islamic entrepreneurship, entrepreneurial orientation and market orientation on MSMEs performance. The findings of this study confirm that Islamic entrepreneuship is an important factor among other factors that have influenced over MSMEs performance. Moreover, this findings contribute to MSMEs performance literature that can help MSMEs owner-managers to improve their business performance. Keywords: Islamic entrepreneurship, entrepreneurial orientation, market orientation, performance.

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Pengaruh Dukungan Organisasi Yang Dirasakan Terhadap Kinerja Pada Mcdonald Di Jakarta Barat: Kepuasan Kerja Dan Keterlibatan Kerja Sebagai Variabel Mediasi

Jurnal Manajerial Dan Kewirausahaan ◽

10.24912/jmk.v3i1.11305 ◽

2021 ◽

Vol 3 (1) ◽

pp. 196

Author(s):

Nikho Wijaya ◽

Mei Ie

Keyword(s):

Structural Equation Modeling ◽

Organizational Support ◽

Structural Equation ◽

Optimal Performance ◽

Partial Least Square ◽

Least Square ◽

Equation Modeling ◽

Validity And Reliability ◽

Probability Sampling ◽

Purposive Sampling

The ability of employees seen from their good and optimal performance, good and optimal performance is a very important asset for organizations in dealing with outside competition by being required to work effectively and efficiently, so this research aims to find out: the effect of perceived organizational support on performance with mediation namely job engagement and job satisfaction at McDonald's. In this study, a sample of 40 employee respondents was taken with a non-probability sampling method and purposive sampling that had worked for at least 1 year. Data collection using a questionnaire that has been tested for validity and reliability. Technical data analysis was performed by multiple regression analysis. This data calculation uses partial least square-structural equation modeling (SEM).Kemampuan karyawan dilihat dari kinerja nya yang baik dan optimal, kinerja yang baik dan optimal merupakan harta yang sangat penting bagi organisasi dalam menghadapi persaingan diluar dengan dituntut bekerja efektif dan efesien, sehingga penelitian ini bertujuan dalam mengetahui: pengaruh dukungan organisasi yang dirasakan terhadap kinerja dengan mediasi yaitu keterlibatan kerja dan kepuasan kerja di McDonald. Dalam penelitian ini, diambil sampel sebanyak 40 responden karyawan dengan metode non probability sampling dan purposive sampling yang telah bekerja minimal 1 tahun. Pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknis analisis data dilakukan dengan analisis regresi berganda. Perhitungan data ini menggunakan partial least square-structural equation modeling (SEM).

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PENGARUH ORIENTASI KEWIRAUSAHAAN DAN ORIENTASI PASAR TERHADAP KINERJA UMKM : SEBUAH STUDI PADA INDUSTRI FASHION DI KABUPATEN LABUHANBATU DAN KABUPATEN LABUHANBATU SELATAN

JSHP ( Jurnal Sosial Humaniora dan Pendidikan) ◽

10.32487/jshp.v4i1.794 ◽

2020 ◽

Vol 4 (1) ◽

Author(s):

Elvina Elvina

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Equation Modeling ◽

Probability Sampling ◽

Purposive Sampling

Tujuan dari penelitian ini adalah untuk mengetahui bagaimana pengaruh orientasi kewirausahaan dan orientasi pasar terhadap kinerja UMKM sektor Fashion di Kabupaten Labuhanbatu dan Kabupaten Labuhanbatu Selatan, Provinsi Sumatera Utara. Penelitian ini dilakukan dengan pendekatan metode kuantitatif. Teknik analisis data menggunakan Structural Equation Modeling. Populasi dalam penelitian ini adalah pelakau Usaha Mikro Kecil dan Menengah (UMKM) pada sektor industri Fashion yang ada di Kabupaten Labuhanbatu dan Kabupaten Labuhanbatu Selatan, Provinsi Sumatera Utara. Jumlah populasi tidak diketahui secara pasti, sehingga pengambilan sampel dilakukan dengan non probability sampling yaitu dengan teknik purposive sampling. Kuisioner yang berhasil disebar dan berhasil dikembalikan responden sebanyak 205 responden, sehingga sampel dalam penelitian sebanyak 205 responden. Hasil penelitian menunjukkan bahwa orientasi kewirausahaan maupun orientasi pasar memiliki peran yang signifikan dalam meningkatkan kinerja UMKM sektor industri Fashion. Orisinalitas penelitian menemukan bahwa orientasi pasar memiliki pengaruh yang paling besar dalam meningkatkan kinerja UMKM. Disamping itu ditemukan bahwa faktor yang dominan dalam meningkatkan orientasi kewirasauhaan adalah kemampuan dalam menangkap dan mengidentifikasi peluang bisnis, sedangkan untuk membentuk orientasi pasar, memberikan perhatian dan kepuasan pelanggan memiliki peran penting. Penulisan merekomendasikan untuk memberikan pelatihan kepada pelaku usaha UMKM berkaitan dengan bagaimana mengidentifikasi dan menangkap peluang dan juga tentang peningkatan kepuasan pelanggan. Kata Kunci : Orientasi Kewirausahaan, Orientasi Pasar, dan Kinerja

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Pengaruh Media Digital Interaktif terhadap Keputusan Pembelian

Jurnal Mandiri ◽

10.33753/mandiri.v4i2.114 ◽

2020 ◽

Vol 4 (2) ◽

pp. 171-177

Author(s):

Hanif Firmansyah Putra ◽

Pitri Yandri

Keyword(s):

Structural Equation Modeling ◽

Digital Media ◽

Structural Equation ◽

Online Shopping ◽

Sampling Technique ◽

Equation Modeling ◽

Purposive Sampling ◽

Fashion Products ◽

Analysis Technique ◽

Current Availability

The era of digitalization which is an era where everyone uses digital means as a medium of communication and a means of communication. The use of this media is considered very effective and has a tremendous impact on its users, the phenomenon of online shopping is growing rapidly. The current availability of a marketplace is very helpful in finding a product, such as Tokopedia, which is the largest online shopping marketplace in Indonesia. The purpose of this study was to determine the effect of interactive digital media on online product purchasing decisions. The population in this study are active users of the Tokopedia marketplace who have made purchases in the South Tangerang City area. The sampling technique in this study was to use purposive sampling technique. The sample in this study were as many as 64 respondents. The data analysis technique used in this research is Structural Equation Modeling using SmartPLS. The results of the study show that the existence of digital media can influence potential consumers to make purchase transactions, seen through each indicator of the digital media variable, namely the website and social networking Instagram, which shows significant positive results on the decision to purchase fashion products on the Tokopedia marketplace. Abstrak Era digitalisasi yang merupakan era di mana setiap orang menggunakan sarana digital sebagai media penghubung dan alat komunikasi. Penggunaan media ini dinilai sangat efektif dan memberikan dampak yang luar biasa kepada penggunanya, fenomena berbelanja secara daring semakin berkembang pesat. Ketersedian marketplace saat ini sangat membantu dalam pencarian suatu produk, seperti Tokopedia yang merupakan marketplace berbelanja daring terbesar di Indonesia. Tujuan penelitian ini adalah untuk mengetahui pengaruh media digital interaktif terhadap keputusan pembelian produk secara online. Populasi dalam penelitian ini adalah pengguna aktif marketplace Tokopedia yang pernah melakukan pembelian yang berada pada wilayah Kota Tangerang Selatan. Teknik pengambilan sampel dalam penelitian ini yaitu dengan menggunakan teknik purposive sampling. Sampel pada penelitian ini adalah sebanyak sebanyak 64 responden. Tekhnik analisis data yang di gunakan dalam penelitian ini adalah dengan Structural Equation Modeling menggunakan SmartPLS. Hasil penelitian dapat diketahui bahwa dengan adanya media digital dapat mempengaruhi calon konsumen untuk melakukan transaksi pembelian, dilihat melalui setiap indikator dari variabel media digital yaitu website dan jejaring sosial instagram menunjukan hasil positif signifikan terhadap keputusan pembelian produk fashion di marketplace Tokopedia. Kata Kunci : Media Digital, Website, Media Jejaring Sosial Instagram, Keputusan Pembelian Online, Model Persamaan Struktural

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PENGARUH TEKANAN KOMPETISI TERHADAP KREATIVITAS INOVASI DAN KEUNGGULAN BERSAING UKM BATIK DI KOTA PEKALONGAN

Jurnal Manajemen ◽

10.24912/jm.v19i2.128 ◽

2017 ◽

Vol 19 (2) ◽

pp. 280

Author(s):

Meutia Meutia

Keyword(s):

Structural Equation Modeling ◽

Competitive Advantage ◽

Product Innovation ◽

Structural Equation ◽

Sampling Technique ◽

Equation Modeling ◽

Free Markets ◽

Resource Based View ◽

Purposive Sampling ◽

Central Java

Kebijakan pemerintah untuk membuka pasar global akan berpengaruh terhadap tingkat kompetisi yang terjadi pada UKM. Salah satu industri yang terkena dampak adalah industri batik di Kota Pekalongan. Kebijakan pemerintah dengan adanya pasar bebas akan meningkatkan tekanan kompetisi yang terjadi dipasar. UKM batik merupakan salah satu indusrtri yang akan berdampak dari kebijakan ini. Tujuan penelitian ini adalah untuk mengkaji bagaimana pengaruh tekanan kompetisi terhadap kreativitas inovasi dan keunggulan bersaing UKM batik di Kota Pekalongan Propinsi Jawa Tengah. Persaingan yang ketat mendorong pengusaha terus berinovasi baik inovasi produk, desain, metode pewarnaan, teknologi maupun inovasi pelayanan supaya industri batik di minati dan mampu bersaing baik pasar lokal maupun ekspor. Lokasi penelitian dilakukan pada UKM industri batik di Kota Pekalongan. Teknik pengambilan sampel secara purposive sampling pada pemilik atau pengelola industri batik dengan kriteria pengelola atau pemilik minimal sudah di industri batik minimal 5 tahun. Analisis data menggunakan analisis Structural Equation Modeling (SEM) dengan program AMOS 16.0. Hasil hipotesis penelitian diduga tekanan kompetisi berpengaruh positif terhadap kemampuan pengusaha melalukan kreativitas inovasi produk, tekanan kompetisi dan kreativitas inovasi produk diduga berpengaruh signifikan terhadap keunggulan bersaing UKM industri batik. Dorongan pasar dan dorongan dari pengusaha membuat pengusaha terus menerus harus melakukan inovasi produk untuk mencapai keunggulan bersaing UKM. Hasil penelitian ini diharapkan akan memberikan kontribusi pada teori Resource Based view (RBV) yang menegaskan bahwa sebuah perusahaan berusaha mempertahankan keunggulan bersaing melalui inovasi produk. Tekanan kompetisi akan mendorong pengusaha untuk melakukan kreativitas inovasi sehingga mempunyai produk yang berkualitas dan bervariasi sesuai dengan keinginan konsumen.The government's policy to open up global markets will affect the level of competition is going to SMEs. One industry that is affected is the batik industry in Pekalongan. Government policies to free markets will increase competitive pressures that occur in the market. SMEs indusrtri batik is one that will have an impact of this policy. The purpose of this study was to examine how the effect of competitive pressure on the creativity and innovation of SMEs competitive advantage batik in Pekalongan Central Java Province. Intense competition encourages employers continue to innovate both product innovation, design, staining methods, technology and service innovations in the batik industry that are interested and able to compete both local and export markets. Location of the research done on the SME industry in Pekalongan batik. The sampling technique is purposive sampling on the owner or manager of the batik industry with the manager or owner minimal criteria already in the batik industry at least 5 years. Analyzed using Structural Equation Modeling (SEM) with AMOS 16.0. The results of the study hypothesis of competition pressure allegedly positive effect on the ability of employers put through the creativity of product innovation, the pressure of competition and product innovation creativity alleged significant effect on the competitive advantage of SMEs batik industry. Market forces and the encouragement of entrepreneurs make entrepreneurs constantly have to innovate products to achieve competitive advantage of SMEs. Results of this study are expected to contribute to the theory of Resource Based view (RBV) which confirms that a company trying to maintain a competitive advantage through product innovation. Competitive pressures will encourage employers to creativity innovation so as to have a quality product and varies according to the wishes of consumers.

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PERAN MEDIASI CITRA MEREK DALAM MEMBENTUK HUBUNGAN ANTARA KUALITAS PRODUK TERHADAP LOYALITAS PELANGGAN (STUDI PENGGUNA PRODUK TELKOMSEL DI KOTA BOGOR)

ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) ◽

10.36987/ecobi.v7i1.1463 ◽

2020 ◽

Vol 7 (1) ◽

pp. 9-19

Author(s):

Anugerah Dachi

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Equation Modeling ◽

Probability Sampling ◽

Purposive Sampling

Tujuan penelitian ini adalah untuk melakukan analisis tentang pengaruh antara kualitas produk dan citra merek terhadap loyalitas pelanggan pengguna produk Telkomsel di kota Bogor.. Disamping itu juga untuk mengetahui peran mediasi citra merek antara kualitas produk terhadap loyalitas pelanggan pengguna produk Telkomsel di Kota Bogor Metode Penelitian dalam penelitian ini adalah metode kuantitatif. Teknik analisis data menggunakan Structural Equation Modeling dengan diolah menggunakan Software Amos versi 23. Populasi dalam penelitian ini adalah pengguna produk Telkomsel yang berada di Kota Bogor. Pengambilan sampel dilakukan dengan metode non probability sampling yaitu dengan teknik purposive sampling. Penulis berhasil mengumpulkan kuisioner sebanyak 208 responden, sehingga sampel dalam penelitian sebanyak 208 responden. Hasil penelitian menunjukkan bahwa kualitas dari suatu produk yang diproduksi oleh Telkomsel dan citra merek memiliki keterkaitan ataupun pengaruh terhadap loyalitas pelanggan. Ditemukan juga bahwa citra merek mampu memediasi pengaruh antara kualitas produk terhadap loyalitas pelanggan. Penulis memberikan saran untuk terus meningkakan kualitas produk dan citra merek dari produk Telkomsel. Hal ini dapat dilakukan dengan terus memperhatikan keluhan pelanggan dan mengatasi dengan baik.

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PENGARUH KREDIBILITAS INFLUENCER PADA EFEKTIVITAS IKLAN MEDIA SOSIAL INSTAGRAM DALAM MEMBENTUK MINAT BELI KONSUMEN (STUDI PADA PENGIKUT INSTAGRAM AYUDIA BING SLAMET)

Jurnal Fokus Manajemen Bisnis ◽

10.12928/fokus.v11i1.3734 ◽

2021 ◽

Vol 11 (1) ◽

pp. 22

Author(s):

Alhensa Ferninda Jelita ◽

Hasnah Rimiyati

Keyword(s):

Social Media ◽

Structural Equation Modeling ◽

Structural Equation ◽

Sampling Method ◽

Sampling Technique ◽

Consumer Attitudes ◽

Analytical Tool ◽

Equation Modeling ◽

Positive Effect ◽

Special Region

This study aims to analyze the influence of influencers' credibility on the effectiveness of Instagram social media advertising in shaping consumer buying interest (Study on Instagram followers Ayudia Bing Slamet). The subjects in this study were students using social media Instagram who were in the Special Region of Yogyakarta. This research was conducted with a sample size of 200 respondents who were determined by sampling technique using non probability sampling technique with purposive sampling method and distributing questionnaires to respondents using Google Forms. The analytical tool used is Structural Equation Modeling (SEM) with the AMOS 24 application program. Based on the analysis, it was found that the attractiveness of influencers had a positive effect on consumer attitudes towards advertising, trustworthiness towards influencers had a positive effect on consumer attitudes towards advertising, influencer expertise had a positive effect on consumer attitudes towards advertising, and attitudes towards advertising had a positive effect on buying interest.

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