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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| 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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| author | Giaza Ananda Barokah Lizar Alfansi |
| author_facet | Giaza Ananda Barokah Lizar Alfansi |
| author_sort | Giaza Ananda Barokah |
| collection | DOAJ |
| description |
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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| format | Article |
| id | doaj-art-3702825d90f647db995b66f896dbd71a |
| institution | OA Journals |
| issn | 2579-4892 2655-8327 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Bandung: Prodi Manajemen FE Universitas Langlangbuana |
| record_format | Article |
| series | Almana: Jurnal Manajemen dan Bisnis |
| spelling | doaj-art-3702825d90f647db995b66f896dbd71a2025-08-20T01:48:26ZengBandung: Prodi Manajemen FE Universitas LanglangbuanaAlmana: Jurnal Manajemen dan Bisnis2579-48922655-83272025-04-019110.36555/almana.v9i1.2805I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase IntentionGiaza Ananda BarokahLizar Alfansi0Universitas Bengkulu, Indonesia 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. http://journalfeb.unla.ac.id/index.php/almana/article/view/2805AttractivenessBrand Attitude;ExpertiseInfluencerPurchase IntentionTrustworthiness |
| spellingShingle | Giaza Ananda Barokah Lizar Alfansi I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention Almana: Jurnal Manajemen dan Bisnis Attractiveness Brand Attitude; Expertise Influencer Purchase Intention Trustworthiness |
| title | I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention |
| title_full | I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention |
| title_fullStr | I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention |
| title_full_unstemmed | I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention |
| title_short | I'll Buy What You Post! : The Impact of Social Media Influencer on Consumer Purchase Intention |
| title_sort | i ll buy what you post the impact of social media influencer on consumer purchase intention |
| topic | Attractiveness Brand Attitude; Expertise Influencer Purchase Intention Trustworthiness |
| url | http://journalfeb.unla.ac.id/index.php/almana/article/view/2805 |
| work_keys_str_mv | AT giazaanandabarokah illbuywhatyouposttheimpactofsocialmediainfluenceronconsumerpurchaseintention AT lizaralfansi illbuywhatyouposttheimpactofsocialmediainfluenceronconsumerpurchaseintention |