| dc.description.abstract | This study aimed to analyze the effectiveness of influencer marketing in enhancing purchase
intentions and participant satisfaction in paid webinars hosted by JIH Academy. The study
employed a quantitative approach. Data were collected through questionnaires distributed to
135 webinar participants, comprising 65 participants from influencer-led webinars and 70
from non-influencer webinars. The data were analyzed using descriptive statistical analysis.
Prior to the main analysis, validity and reliability tests were conducted to ensure the research
instrument accurately and consistently measured purchase intentions and satisfaction levels.
The findings revealed that webinars featuring influencer speakers attracted significantly
higher participant attendance and yielded comparatively higher satisfaction levels compared
to non-influencer webinars. Influencer-led webinars demonstrated stronger results in
dimensions such as attractiveness, expertise, authenticity, and interaction, which contributed
to higher purchase intentions. This study also found that participant satisfaction is influenced
by perceived trainer performance, perceived usefulness of training, and perceived efficiency
of training. These findings provide practical insights for JIH Academy in optimizing digital
marketing strategies and improving webinar effectiveness in the healthcare training sector. | en_US |
