Influencer Marketing Effectiveness And Participant Satisfaction in Paid Webinars: A Case Study Of JIH Academy

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.