Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

OPTIMALISASI KEPUTUSAN PEMBELIAN MENUJU KEMANDIRIAN EKONOMI MELALUI KREATIVITAS UMKM DAN INFLUENCER MARKETING

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  • Nayla Fibri Anjani
Nayla Fibri Anjani
Program Studi Perbankan Syariah, Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Raden Fatah Palembang
DOI: https://doi.org/10.5281/zenodo.22804082

Published 2026-09-16

Keywords

  • UMKM,
  • influencer,
  • kreativitas,
  • kemandirian ekonomi

How to Cite

OPTIMALISASI KEPUTUSAN PEMBELIAN MENUJU KEMANDIRIAN EKONOMI MELALUI KREATIVITAS UMKM DAN INFLUENCER MARKETING. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://doi.org/10.5281/zenodo.22804082

Abstract

Penelitian ini bertujuan menganalisis sinergi antara kreativitas Usaha Mikro, Kecil, dan Menengah (UMKM) dan strategi influencer marketing dalam mendorong kemandirian ekonomi, serta mengkaji dampak endorsement influencer terhadap keputusan pembelian produk UMKM. Penelitian menggunakan pendekatan kualitatif deskriptif dengan metode studi kepustakaan (library research), yang mengumpulkan dan menganalisis data sekunder dari buku, jurnal internasional dan nasional, serta artikel/laporan resmi melalui teknik dokumentasi dan analisis isi (content analysis). Hasil penelitian menunjukkan bahwa kreativitas UMKM, yang tercermin melalui inovasi produk, kemasan, dan pengalaman pelanggan, menjadi fondasi daya saing usaha. Fondasi ini kemudian diperkuat melalui kolaborasi dengan influencer yang berperan sebagai katalisator dalam memperluas jangkauan pasar secara efektif dan efisien. Endorsement influencer juga terbukti berdampak signifikan terhadap keputusan pembelian produk UMKM, didorong oleh kredibilitas dan kedekatan personal influencer dengan audiensnya, baik secara langsung melalui peningkatan penjualan maupun tidak langsung melalui efisiensi biaya promosi. Temuan ini menegaskan bahwa sinergi kreativitas UMKM dan peran influencer merupakan strategi penting dalam mendorong kemandirian ekonomi di tingkat pelaku usaha maupun penguatan ekonomi nasional.
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