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The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage

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Abstract
The central aim of this study is to analyze social media marketing (SMM) and the use of endorsements influence purchasing decisions at Cottage Daarul Jannah, a sharia-based accommodation. Using a purposive sampling technique, 50 customers were selected as respondents, and data were obtained through questionnaires measuring aspects of SMM, endorsement, and purchase decision. The findings revealed that both variables influence purchasing decisions, positively and significantly, both individually and simultaneously. The findings suggest that the implementation of digital marketing strategies through social media, as well as the use of endorsements from influencers, can increase customer interest and strengthen their decision to make a purchase. Therefore, the optimization of digital marketing strategies has the potential to be a crucial element in improving competitiveness and building customer loyalty in the hospitality industry.
Keywords: Endorsement, Purchase Decision, Social Media Marketing (SMM)

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

Jurnal/S1/MM/27/KOM/2025

Penerbit

Mojokerto : Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

2621-606X

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 8. No. 2 (

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

Versi lain/terkait

Lampiran Berkas

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