Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.

Purpose: The agricultural sector has an essential role in developing the economy of Indonesia (food, feed, raw materials for industry, contributor to gross domestic product, and labor absorption). For decades, this business field has survived (positive economic growth, while most of the business field faces contraction) during the country’s economic shock (financial crisis, economic setback, and pandemic situation). Thus, this study aims to measure Indonesia’s agricultural sector’s resilience and trends.Research Method: Secondary data have been collected from various sources: The UN Comtrade, World Bank, Central Bureau of Statistics, Ministry of Agriculture, Bank Indonesia, and Investing Coordinating Board of Indonesia. Moreover, principal component analysis is used to determine the index of agricultural sector resilience in Indonesia, while trend analysis is employed to investigate the development of the resilience index from time to time.Findings: The resilience of the agricultural sector varies from time to time. However, it is statistically proven (a = 1%) that resilience tends to increase over the last twelve years.Research Limitations: The variables to determine the agricultural sector resilience in Indonesia consist of trade balance, agricultural terms of trade, total investment, government spending in the agricultural sector, total credit, agricultural workers’ income, and percentage of agricultural workers to total workers. It is suggested that the future study, employed non-agricultural parameters such as environmental conditions and research and development budget to capture a more comprehensive situation on agricultural sector resilience.Originality/ Value: This study contributes to the renewal of the literature on the resilience of the agricultural sector. Moreover, the variables used to represent the parameters of agricultural development in Indonesia may be applied in other countries.

ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI IMPOR BERAS INDONESIA

Improving food crop production is critical for achieving food security. The Food Estate (FE) program initiated by the government seeks to accomplish this through extensive and intensive farming practices while taking sustainability into consideration. In this paper, a multidimensional scaling (MDS) approach to determine the status and model of agricultural sustainability of the FE program was adopted. Three scenarios were developed to improve the sustainability status based on primary data from interviews with 50 farmers in Ria-Ria Village, Pollung District, North Sumatra. The findings indicate that the farming status is at a moderate sustainability, and improving all aspects can significantly increase the sustainability value. The study suggests that the government should prioritize the improvement of all aspects to raise the sustainability status of FE farming in order to achieve food security.

Purpose. This study assesses the determinants of digital marketing adoption among traditional agroindustry small and medium-sized enterprises (SMEs), focusing on rendang producers in Indonesia. In the context of global digitalisation, traditional manufacturing-based SMEs face obstacles such as limited digital literacy, financial constraints, and organisational readiness. This study evaluates internal, external, and technological factors influencing digital marketing adoption. Methodology / approach. The Digital Marketing Adoption (DMA) model was applied, integrating constructs from the Technology Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). Quantitative research was conducted using data from 113 rendang-producing SMEs across West Sumatra, Indonesia. Data were collected via a structured questionnaire with a five-point Likert scale and analysed through PLS-SEM to evaluate relationships among 14 hypothesised variables. Results. Findings indicated that competitive pressure, ICT (information and communication technologies) experience, market scope, product and service types, and trialability significantly influenced adoption intention, while government support, customer pressure, organisational readiness, firm size, and perceived compatibility were not significant. Notably, perceived ease of use and observability negatively affected adoption, suggesting that overly simple or highly visible digital tools may have been viewed as less strategically valuable. The model explained 64.9% of the variance in adoption intention (R² = 0.649) and demonstrated strong predictive relevance (Q² = 0.495), confirming its robustness in explaining adoption behaviour in traditional agroindustry SMEs. Originality / scientific novelty. This study advances the literature by applying the DMA model to traditional agroindustry SMEs in Indonesia, integrating internal, external, and technological factors. Unlike previous research focusing on cultural aspects or the general adoption of technology in SMEs, this study specifically addresses the determinants of digital marketing adoption, bridging traditional business practices with modern technology. The model, incorporating TAM and IDT, is particularly suited to resource-limited SMEs. The case of rendang, a traditional dish from West Sumatra, is significant due to its global recognition and export potential, making it ideal for digital marketing strategies to improve branding and global competitiveness. Practical value / implications. The findings highlight the need for ongoing digital literacy programmes, sustainable government support, and tailored interventions to help SMEs overcome digital barriers. Traditional ethnic product SMEs focused on export markets should improve ICT competencies and strategically use digital tools to expand their market reach. Policymakers must develop targeted, practical, scalable, and sustainable support initiatives aligned with SMEs’ needs.