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

  • Caca Komara Sekolah Tinggi Ilmu Ekonomi STAN IM, Bandung, Indonesia
  • Muji Rahayu Sekolah Tinggi Ilmu Ekonomi STAN IM, Bandung, Indonesia
DOI: https://doi.org/10.31538/iijse.v8i2.7004
Keywords: Endorsement, Purchase Decision, Social Media Marketing (SMM)

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.

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Published
2025-07-03
How to Cite
Komara, C., & Rahayu, M. (2025). The Impact of Social Media Marketing and Endorsement on Purchasing Decisions at Daarul Jannah Cottage. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 7041-7053. https://doi.org/10.31538/iijse.v8i2.7004
Issue
Vol 8 No 2 (2025): Sharia Economics
Section
Articles

Copyright (c) 2025 Caca Komara, Muji Rahayu

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