I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention
This study explores the influence of social media influencers on consumer purchase intention, with a particular emphasis on Erigo Fashion Company. As digital marketing continues to evolve, influencer credibility defined by factors such as trustworthiness, attractiveness, and expertise assumes a piv...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Bandung: Prodi Manajemen FE Universitas Langlangbuana
2025-04-01
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| Series: | Almana: Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journalfeb.unla.ac.id/index.php/almana/article/view/2805 |
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| Summary: | This study explores the influence of social media influencers on consumer purchase intention, with a particular emphasis on Erigo Fashion Company. As digital marketing continues to evolve, influencer credibility defined by factors such as trustworthiness, attractiveness, and expertise assumes a pivotal role in shaping brand perceptions and influencing purchase intention. A quantitative research approach was employed, entailing the distribution of an online questionnaire to Erigo consumers. The collected data underwent rigorous analysis using Structural Equation Modeling (SEM-PLS). The findings indicate that influencer expertise exerts the most substantial influence on purchase intention, followed by trustworthiness and attractiveness. Additionally, brand attitude functions as a mediating factor. The results underscore the importance of selecting credible influencers to enhance consumer trust. Businesses can leverage these insights to optimize their marketing strategies and drive sales growth. Future research should explore industry-specific variations and examine additional influencer credibility factors, such as integrity and transparency, to achieve a more comprehensive understanding of consumer behavior of purchase intention.
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| ISSN: | 2579-4892 2655-8327 |