Innovative Marketing Strategies Research Articles

Inovasi Pemasaran Dalam Mendorong Pertumbuhan Usaha Mikro Di Desa Sentol Pamekasan

The "Marketing Innovation in Encouraging Micro Business Growth in Sentol Pamekasan Village" Community Service Program (PKM) aims to increase the competitiveness and economic well-being of microbusinesses in rural Indonesia. Microenterprises hold significant value in both local and national economies. In an era of dynamic economic expansion and continuous social transformation, the growth and progress of microenterprises are of the utmost importance. The potential for micro businesses in Desa Sentol, Pamekasan, is substantial; nonetheless, proprietors of such enterprises encounter several obstacles, such as restricted market entry, intensifying competition, and a dearth of comprehension about efficacious marketing tactics. PKM places emphasis on marketing innovation as a potential resolution to this issue. The outcomes of this PKM initiative demonstrate a substantial positive influence. A 20 to 30 percent increase in the income and profitability of microenterprises contributes to enhanced economic well-being for microbusiness proprietors and the Desa Sentol community at large. Moreover, new marketing methods expand market penetration, hence generating more prospects for business expansion. Additionally, the results indicate that proprietors of microbusinesses in Desa Sentol have assimilated sustainable practices and a commitment to innovative marketing strategies. The significance of strengthening collaboration between microbusiness proprietors, local governments, and other pertinent stakeholders, as well as continuing to utilize marketing innovations, is illuminated by these findings. Ongoing support is provided through advanced training and technical mentoring. Future recommendations encompass the implementation of advanced training initiatives, continuous mentorship programs, enhanced cooperation channels, and the expansion of the range of products and services offered. By fostering ongoing assistance and expanding inventive capacity, Desa Sentol possesses substantial potential to emerge as a paradigm of achievement in the rural micro-enterprise sector of Indonesia. Additionally, this PKM program may serve as a model for other places confronting comparable obstacles.

Experiential Marketing Tourism and Hospitality Tours Generation Hybrid Model

The emergence of immersive technologies presents unprecedented opportunities for both users and organizations. This paper explores the future of digital marketing as a new ecosystem wherein innovative marketing strategies enable organizations to communicate with their customer base in ways previously unattainable, reshaping traditional marketing concepts into novel and unimaginable actions. This study proposes an experiential marketing tourism and hospitality tours generation hybrid model. The model focuses on generating virtual tours based on 360° VR videos, specifically designed for hotel environments, their surroundings, and tourist zones. The immersive environment proposal includes the design of user interface prototypes and incorporates the automated division of 360° videos using convolutional neural networks. Subsequently, personalized tours are composed based on user profiles, utilizing a Case-Based Reasoning (CBR). Functionality tests for the video division and labeling component, as well as the composition of tours according to user profiles recommended by the CBR, yielded satisfactory results. The application of this system has the potential to positively influence reservation intentions and enhance brand image. Immersive experiences have the capability to trigger effects in affective, attitudinal/behavioral, and cognitive dimensions.

RESEARCH AND DESIGN OF THE MARKETING CLOUD SALESFORCE CRM ARCHITECTURE DEPENDING ON THE COMPANY'S MARKETING STRATEGY

The purpose of the study is to increase the level of effective attraction of new customers and retention of the company's existing customer base through the implementation of innovative marketing strategies. The expediency of using the concept of customer relationship management (CRM) and the use of CRM-class information systems to achieve the goal has been proven. The CRM platform Salesforce Marketing Cloud, which belongs to cloud types of information systems, was studied. A description of the Salesforce Marketing Cloud business logic is given, which includes decision-making based on analytical data, customer segmentation, automation of an individual approach to customers with the aim of increasing customer loyalty and increasing company revenue. Salesforce Marketing Cloud provides an opportunity to create and manage personalized marketing activities, interact with customers through various channels, analyze the effects of marketing efforts for continuous improvement of the company's marketing strategies. The functionality and features of the main components of Salesforce Marketing Cloud were studied. Salesforce Marketing Cloud allows you to effectively manage email marketing, mobile marketing, social media campaigns and other types of marketing. Salesforce Marketing Cloud empowers companies to create and manage personalized marketing efforts, engage with customers across multiple channels, and analyze their marketing efforts for continuous improvement. Salesforce Marketing Cloud architecture was designed for behavioral segmentation of the company's customers. A web application has been developed to improve the platform users' experience with customer data stored in Data Extensions. To automate customer segmentation based on their behavioral data, Automation Studio was used, SQL queries were built, and Data Views system data tables were used. The developed architecture of Marketing Cloud Salesforce CRM based on behavioral segmentation is an important tool for the implementation of the company's marketing strategy, ensuring the successful attraction and retention of customers, as well as for achieving strategic goals.

Penguatan Legalitas Usaha Berbasis Information Communication Technology (ICT) dalam Meningkatkan Pendapatan bagi UMKM

Purpose: The specific objective to be achieved in this service activity is to assist MSMEs in Burai Village in strengthening business legality, so as to increase competitiveness. Methodology/approach: The method used to implementing community service is service and assistance in meeting needs through service assistance and education. The series of methods used consisted of lectures, demonstrations, and mentoring. Results/findings: The implementation of community service activities in Burai Village received high enthusiasm from MSME players and involved support from the Village Head, community participation, enthusiasm of the participants, and assistance by the service team. On the other hand, the obstacles in this activity involve limited training time and distance, as well as obstacles in training follow-up. The impact of this activity involves increased knowledge about ICT-Based Business Legality, increased interest in entrepreneurship, and forum for marketing products through Digital Marketing. Nonetheless, there still challenges related to the lack of ICT usage and low business capital. Phase two mentoring highlighted legality issues and the lack of ICT utilization by MSMEs. Solutions include improving knowledge of business, SWOT analysis of MSME products, and optimization of digital marketing. It is also focus on appropriate digital media channels, maintaining customer loyalty, and innovative marketing strategies. Limitation: The implementation of mentoring requires limited time, causing the results achieved to be not optimal. The legality of MSMEs in Burai Village can be achieved if the mentoring process is carried out continuously. Contribution: The community service activities in Burai showed high enthusiasm and active support from MSME actors and related parties. Although successful in increasing knowledge and interest in entrepreneurship, challenges that need to be overcome involve limited use of ICT and low business capital.

Implementation of Marketing Strategy Innovation and Business Model Development: Study of SMEs in Tourism Village

This research aims to formulate marketing strategies and develop business models for SMEs in Tourism Village, that is Ngargogondo Village. This research was conducted based on a qualitative descriptive approach for exploratory purposes. Primary data was obtained based on interviews and observations, secondary data was obtained from literature and government documents. Data was analyzed based on SWOT analysis and Business Model Canvas (BMC). The research results show that SMEs in Ngargogondo Village need to improve product aspects, marketing communication aspects and distribution aspects. The products offered require increased innovation and diversification to support the value proposition. In marketing, social media influencers are needed to increase audience awareness of these SME products and to improve distribution channels. The research results provide managerial implications for SME owners to implement innovative marketing strategies. By implementing the proposed strategy related to marketing aspects, SMEs in Ngargogondo Village are expected to develop and be sustainable to support Borobudur as a national tourism strategic area. The research results also provide theoretical implications in the form of methods that can be used to formulate marketing strategies and develop SME business models. Future research can replicate the method or combine it with other strategy formulation tools.

Strategi Branding Melalui Inovasi Produk Dan Pemasaran Digital Pada UMKM Emak Farm Dan Hidroponik

Emak Farm and Hydroponics is one of the business branches of the East Java Al-Muslim Foundation headed by Drs. Masyhuda. In 2018, Mr. Artha was entrusted to run the Emak Farm and Hidroponic business by Drs. Masyhuda. In his pioneering journey, Pak Artha met Pak Kenta (Head of Surabaya Vegetable Garden). He collaborated with Surabaya Vegetable Garden as a vegetable supplier before finally deciding to go door to door to customers in the Pondok Chand area. The purpose of establishing the Emak Farm and Hidroponic business is to become a useful garden, become a role model and always learn new science or new innovations about hydroponics. In the process of realizing useful gardens, Emak Farm and Hidroponic assisted the Farmer Groups (Poktan) in helping sales and making markets for the groups. The challenge faced by Emak Farm and Hidroponic today is to increase understanding for groups in terms of packaging and shipping to customers who conform to the standard. Another thing that is a challenge as well as motivation for Emak Farm and Hidroponic is in terms of science in hydroponic farming which continues to develop. In this study, researchers intend to review innovative benefit-oriented marketing strategies carried out by UMKM, Emak Farm and Hydroponics.

Explore the Success of HEYTEA Marketing In-Depth Research on the Innovation and Fashion of Marketing Methods

HEYTEA, a leading Chinese milk tea industry brand, has achieved significant success through innovative marketing strategies. The companys introduction of a cheese and fruit tea drink revolutionized the beverage industry. 2016 the brand rebranded as HEYTEA to signify its dedication to ongoing development and advancement. HEYTEA prioritizes creating unique flavors that resonate with consumers in order to revolutionize the tea-drinking experience. The analysis emphasizes the importance of social media influencers, especially on new media platforms, in increasing brand influence. HEYTEAs marketing strategy heavily relies on online platforms through collaborations with bloggers and influential individuals who document their visits and endorse the brand. HEYTEAs offline outlets utilize scene marketing to create immersive experiences that engage customers senses. This study investigates the revival of HEYTEAs happy tea marketing strategy using brand portfolio analysis, supply chain management, and research and development efforts. The case study emphasizes the brands dedication to innovation and quality. It engages consumers through social media, word-of-mouth advertising, and co-branding with established intellectual property and fashion companies. Moreover, the Urban Cultural Tourism series incorporates local cultural elements into shop design and offerings, promoting stronger community relationships. HEYTEAs success is attributed to its ability to identify development trends, comprehend consumer behavior, explore diverse markets through co-branding, establish regional brand characteristics, and enhance overall consumption. HEYTEA has established itself as a leading player in the fiercely competitive milk tea industry by distinguishing itself from competitors and building a sizable and devoted customer following.

Pengembangan Pemasaran Sayuran Organik pada CV Reja Mayur Melalui Sosialisasi Green Marketing

The growing awareness of public health and environmental sustainability has increased the demand for organic products, particularly vegetables. CV Reja Mayur, as a producer of organic vegetables, plays a crucial role in meeting the needs of the growing market. In the competitive organic vegetable industry, innovative and sustainable marketing strategies are crucial. Green marketing, focusing on environmental sustainability and social responsibility, can be a solution to enhance brand visibility and build relationships with consumers who are concerned about sustainability. Community service activities were conducted at CV Reja Mayur, located in Desa Claket and Mligi, Kecamatan Pacet, Kabupaten Mojokerto, using the method of green marketing socialization. The results of this activity indicate that green marketing can highlight the positive impact of CV Reja Mayur's organic vegetable products on the environment. CV Reja Mayur can implement measures such as strengthening transparency, involving consumers in sustainability initiatives, utilizing social media, obtaining organic certification, and innovating in products and business processes. After receiving green marketing socialization, it is expected that CV Reja Mayur can enter a more sustainable marketing era and capitalize on the potential market that increasingly values organic products and sustainability.

Changing the Attitude of Pakistani Females toward Mobile Phones’ Perceived Innovation

Abstract Objective Perceived innovation is considered a significant predictor of purchase intention. This study explores the influence of perceived innovation on purchasing intention and the mediating role of perceived quality, especially for female consumers. The impact of four dimensions of perceived innovation on purchase intention is studied separately. Methodology A survey of 227 female respondents revealed that female attitudes toward innovation have changed. The hypothesized relations were tested with a sample of 227 respondents by applying different statistical tests. Mediation analysis was conducted by using process macro. Findings The study results show that four dimensions of perceived innovation positively influence purchase intention. Perceived quality significantly mediates all relationships. There exists partial mediation in all relationships. Value Added The study analyses a valuable part of the growing cell phone market in Pakistan, and the methodology can be used for broader research. Recommendations The study suggests that marketers can develop innovative marketing and service strategies to attract more females. Further, the focus should be placed on product innovation and technology innovation.

Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria

This study investigates the impact of social media influencers (SMIs) on small business brand equity in Nigeria. With the country facing significant economic challenges and a growing unemployment rate, small businesses have become increasingly important for job creation and economic development. However, many small businesses struggle to establish their brand in a highly competitive market. The rise of social media influencers has opened new opportunities for small businesses to enhance their brand equity through innovative marketing strategies. The research employed an inductive approach, utilizing qualitative data collection methods through semi-structured interviews. A total of six small business owners who have engaged SMIs for promotional campaigns were interviewed. Findings from the study revealed that SMIs can have a significant positive impact on small business brand equity in Nigeria. They can increase brand awareness, improve brand associations, and foster brand loyalty. However, the study also identified challenges, such as influencer selection, budget constraints, and the authenticity of influencer endorsements. The research provides valuable insights for small businesses seeking to leverage SMIs in their marketing efforts, as well as recommendations for improving the effectiveness of such campaigns. The findings contribute to the growing body of knowledge on influencer marketing and have practical implications for small business owners, marketers, and policymakers in Nigeria. Keywords: Qualitative Analysis, Social Media, Influencers, Brand Equity, Businesses in Nigeria Proceedings Citation Format Obahiagbon, Ebiuwa Gladys, Nwankwo, Nkechi & Olaniyi, Titus (2023): Qualitative Analysis of Social Media Influencers Impact On Sustainable Brand Equity: A Case Study of Small Businesses in Nigeria. Proceedings of the 37th iSTEAMS Multidisciplinary Cross-Border Conference. 30th October – 1st November, 2023. Academic City University College, Accra, Ghana. Pp 69-82. dx.doi.org/10.22624/AIMS/ACCRACROSSBORDER2023V2P6

Innovative Marketing Strategies in the Digital Age: Leveraging Technology for Market Dominance

The integration of digital technology has become essential for both markets and society, leading to the emergence of digital transformation as a crucial aspect of business innovation. Nevertheless, the process of digital transformation is intricate, and organizations continue to face challenges in comprehending and effectively capitalizing on its potential benefits. This research examines the present implementation of digital technology within enterprises. The article examines the effects of digital transformation on traditional marketing, specifically how it can alter the conventional process of value creation that marketing is predominantly engaged in. It delves into the impact of digital transformation on several aspects of traditional marketing, such as its role, organization, and tools. The study employed a qualitative research methodology, namely in-depth interviews, to gather data from managers employed in various businesses in Italy. The findings indicate that organizations frequently utilize digital technology, but predominantly rely on conventional tools. Moreover, companies tend to exhibit a higher degree of digitization rather than complete digital transformation. Digital technologies have a significant influence on marketing since they enhance market analytics, pricing strategies, and channel management, while also facilitating the establishment of client interactions to foster value co-creation. Professional abilities are enhanced in numerous ways, while organizational processes are becoming increasingly efficient and adaptable through the utilization of diverse knowledge and cross-functional experiences. This study examines the research and managerial consequences associated with the obstacles and hazards encountered during the execution of digital transformation initiatives.

Penerapan Pendekatan Revolusi Pemasaran dan Revolusi Produksi dalam Membantu Perkembangan Masyarakat Menuju Industri 5.0

Industry 5.0 emerges as the next evolution in industrial development accelerated by digital innovation, artificial intelligence (AI), the Internet of Things (IoT), and quantum computing. This transformation not only affects technological aspects but also has a profound impact on how society interacts with products, services, and its environment. This article describes how the approaches of marketing revolution and production revolution can be employed as tools to support societal development in facing Industry 5.0. The research aims to explore the roles of innovative marketing strategies and production efficiency in shaping the future of society in the era of Industry 5.0. As a follow-up to these developments, UMKM 5.0 was launched on Friday 20 Oktober 2023, as one of the efforts to uplift micro, small, and medium-sized enterprises (MSMEs) by leveraging internet technology. One of the initiatives involves providing training to MSME entrepreneurs to enable them to expand their businesses through the internet and the utilization of artificial intelligence.

The Impact of TikTok Technology Transformation in the Digitalization Era Using SmartPLS

The utilization of technology has become the foundation for many businesses striving to remain competitive in the current digital era, where online shopping is increasingly dominant. TikTok, as a popular social media platform, has been employed as a marketing tool to reach a wider audience by offline businesses. This research seeks to understand the impact of TikTok technology utilization on online purchasing decisions. The sustainability of offline businesses depends on adapting to the changing consumer behavior, which is increasingly inclined towards online shopping. This study highlights the importance of using TikTok as a creative and innovative marketing tool to reach online customers. The research results indicate that the more intensive the use of TikTok technology, the more likely customers are to opt for online shopping. Subsequently, the ease of shopping on TikTok mediates the influence of technology utilization on online purchasing decisions. However, online product prices do not play a significant mediating role in purchase decision-making. In order to compete in an increasingly interconnected digital era, offline businesses need to consider more innovative marketing strategies and focus on providing a better user experience. The utilization of technology and creativity in TikTok content becomes the key to influencing online purchase decisions by digitally connected customers.

Impact of innovative marketing strategy behind Balaji wafers brand profitability in Pune city

Balaji Wafers' success attributed to its innovative marketing strategies, which include word-of-mouth advertising, quality control checks, and a dedication to sustainability. The company's regional focus and distribution strategy may be responsible for its leadership in Gujarat and Maharashtra. Balaji has succeeded in growing its market share by offering a greater selection of goods and services at competitive prices. Current trends should be included, social media platforms should be used actively, and sustainable practises should be used. The Innovation Adoption Curve clearly shows Balaji's astute product strategies. Future growth is possible if local as well as Internaltional presence is maximised, undiscovered markets are investigated, and corporate social responsibility is given top priority. The importance of consumer-centric marketing as a crucial element in establishing long-term success in fiercely competitive industries is highlighted by this case study.

Pengembangan dan Implementsi Strategi Pemasaran Inovatif untuk Produk Rengginang Mini dalam Industri Makanan Ringan Metode Analisis SWOT dan Marketing MIX

Mini rengginang is a traditional Indonesian food which has been innovated into a snack and can be consumed by all groups, both young and old. This research aims to identify and implement innovative marketing strategies to increase market penetration of mini rengginang products in the snack food industry. The SWOT evaluation method is used to analyze the strengths, weaknesses, opportunities and threats associated with a product in a competitive market. Meanwhile, the application of the marketing mix aims to optimize product, price, promotion and distribution elements in order to achieve the specified marketing objectives. By integrating these two methods, this research seeks to provide a comprehensive view of how to address market challenges, identify competitive advantages, and adapt marketing strategies to gain a competitive edge in the ever-evolving snack food industry.

Marketing During a Global Crisis in an Emerging Market: A Study of the Response to the COVID-19 Pandemic in the Retail Banking Sector

ABSTRACT This article investigates the challenges and opportunities for banks during the unexpected global crisis of the coronavirus pandemic and how they have developed innovative marketing strategies to retain existing customers while attracting new ones. It features a meticulous synthesis of primary and secondary data. Specifically, 24 semi-structured interviews and 1 focus group discussion were conducted, on the perspectives of both customers and banks. These were supported by data from Bloomberg and other secondary data. This article establishes that the COVID-19 pandemic has provided unique opportunities for banks to retain existing customers while attracting new ones. It highlights various activities that have helped banks improve their brand image, growth, profitability, and sustainability during the disaster. It identifies the critical elements of sustainability during the pandemic from the banks’ perspectives. It also demonstrates different customer expectations, including further reduction of interest rates on loans, extending loan repayment periods and implementing a COVID-19 sensitization campaign among the public. The study offers novel insights on the topic by demonstrating that there are inherent opportunities in such a global crisis, despite the associated challenges. In such a situation, banks must reposition their strategies to survive the crisis while supporting and attracting existing and prospective customers.

Implementing Marketing Strategies in the Tax Preparation Business

Tax preparation businesses are crucial in helping individuals and companies understand and comply with complex tax regulations. However, tax preparation businesses need to adopt relevant and innovative marketing strategies in the digital era and with increasing competition. This research aims to explore and analyze the implementation of effective marketing strategies in the context of tax preparation business. This research uses a qualitative approach with descriptive methods. The research results show that implementing marketing strategies in the tax preparation business positively impacts increasing brand presence, attracting new customers, and achieving business growth. Using a combination of digital and offline marketing strategies, including content marketing and an active presence on social media, has proven effective in reaching a wider audience. SMART goal setting and KPI measurement help measure marketing campaigns' success, while data analysis through tools like Google Analytics provides valuable insights into customer behavior and market trends. Furthermore, calculating return on investment (ROI) allows businesses to allocate budgets efficiently, identify the most effective marketing channels, and improve the sustainability of growth.

The evaluation of AI integration in innovative digital marketing strategies

Purpose- This study aims to provide a bibliometric review of publications where the terms 'digital marketing' and 'artificial intelligence' are used together. Leading publications, authors, countries, and institutions in the Web of Science (WoS) database have been examined to achieve this goal. Additionally, this article investigates the combined use of digital marketing and artificial intelligence. Furthermore, it aims to offer insights into artificial intelligence strategies for marketing that businesses can employ. Methodology- The research employs the technique of bibliometric analysis. The Bibliometrix package within R Studio and its web-based component, Biblioshiny, were utilized for analysis. Searches were conducted in the Web of Science database using the keywords 'Digital Marketing' and 'Artificial Intelligence' in the title, abstract, and keywords sections. Findings- As a result of the analysis, a total of 60 publications authored by 140 researchers and distributed across 46 journals between 2017 and 2023 were identified. Examination of the included publications reveals frequent usage of terms such as 'artificial intelligence,' 'creativity,' 'analytics,' 'impact,' 'expertise,' 'social networks,' 'big data,' 'governance,' 'success,' and 'AI.' Upon scrutinizing the authors' countries, India emerged as the leading contributor, followed by Spain and the USA. Moreover, Finland (370), Spain (92), and France (58) had the highest citation counts. Conclusion- This research aims to contribute to researchers interested in working in digital marketing and artificial intelligence by examining its past and present. For this purpose, 60 relevant studies from the literature were systematically reviewed and analyzed across various categories. Additionally, the examined publications' conceptual, intellectual, and social structures were illuminated. Keywords: Digital marketing, artificial intelligence, AI systems, bibliometric analysis, bibliometrix. JEL Codes: M15, M30, M31

ANALYSIS OF DIGITAL MARKETING STRATEGIES ON INTEREST AND ENROLLMENT DECISIONS OF PROSPECTIVE NEW STUDENTS IN PRIVATE HIGHER EDUCATION INSTITUTIONS IN INDONESIA (A CASE STUDY OF JAKARTA GLOBAL UNIVERSITY)

The research investigates the impact of Google Adwords Advertising and Social Media Marketing on the interest to register (enrollment) and enrollment decisions of potential new students at Global University Jakarta (JGU). In Indonesia, Private Higher Education Institutions (PTS) make up 66.27% of the total higher education institutions, facing intense competition for prospective students, particularly from Generation Z. The COVID-19 pandemic has expedited the transition to digital activities, necessitating continuous adaptation by universities. Generation Z, characterized by 100% internet usage and high smartphone ownership, demands innovative digital marketing strategies. The study employs a quantitative approach, collecting data through questionnaires from 172 first- and second-semester students at JGU. Path analysis is utilized to examine the relationships between Google Adwords Advertising, Social Media Marketing, interest to register, and enrollment decisions. The results indicate that both Google Adwords Advertising and Social Media Marketing significantly and positively influence the interest to register. Furthermore, interest to register significantly affects enrollment decisions. These findings emphasize the significance of effective digital marketing strategies in influencing prospective students' interest and enrollment decisions. Given that digital marketing dynamics evolve alongside changing technologies and platform algorithms, regular analysis and adaptation are recommended. This study aim to provide valuable insights for educational institutions, encouraging the utilization of Google Adwords Advertising and Social Media Marketing to enhance enrollment among prospective students.
 Keywords: Digital marketing, Google adwords advertising, social media marketing, interest to register, enrollment decisions.

Influencers and the Purchase Decision: A Correlation in the Personal Care Products Sector

Nowadays, influencers have become a fundamental part of innovative marketing strategies in global brands and companies. Since the emergence of social networks, they have become more relevant in these virtual spaces where Millennials have become the main protagonists, causing personal care brands to direct their efforts towards these new strategies. Within this context, the objective of this research is to determine whether there is a relationship between influencers and the decision to purchase products in the personal care market through the social network Instagram, in Lima, the capital of Peru. The research is applied with a quantitative approach, correlational in scope and non-experimental in nature. The survey was used as a research technique and the questionnaire as a data collection instrument with Likert scale questions, to assess reliability a Cronbach's Alpha of 0.810 was obtained, the sample consisted of young people aged 18 to 25 years and the fieldwork was conducted through social networks. The results show a significant correlation between influencers and the decision to purchase personal care products, with a Spearman's Rho of 0.309. In addition, it was also revealed that 38% of the respondents considered that a large number of followers was not enough to determine the credibility of an influencer. Finally, it was possible to verify that the alternative hypotheses were accepted and that there is indeed a relationship between influencers and the purchase decision. It can be concluded that influencers are considered an important source of information, they determine the purchase decision in well-positioned companies and enterprises, but this depends a lot on the impact of their speech; it is also concluded that many speeches reduce their relevance because they do not feel sincere and show only the purpose of selling.