Attitude torward the influencer to purchase intention Prasetyo Hartanto, Ratih Hurriyati, Vanesa Gaffar, Adieb Sultan, Puspo Dewi Dirgantari
Universitas Nusa Putra and Universitas Pendidikan Indonesia
(prasetyo.hartanto[at]nusaputra.ac.id)(prasetyo.hartanto[at]upi.edu)
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Universitas Pendidikan Indonesia
Abstract
The rapid development of internet technology has significantly influenced consumer behavior and mindset in the shopping process. In this context, the selection of appropriate marketing communication channels plays a crucial role in achieving marketing objectives. This study aims to examine the influence of engagement on purchase intention through social media. The research methodology employed quantitative analysis using the SEM (Structural Equation Modeling) model with the AMOS 4 program. Descriptive statistics were used to calculate, describe, and summarize the research data effectively and logically. The findings of this study have several managerial implications that can guide influencers in their role as product marketers through personal accounts. It is important for influencers to be aware that their overall personality is being evaluated by the public, particularly their social media followers. Therefore, influencers should prioritize maintaining their personality, adhering to societal norms, and preserving their credibility. These considerations are essential for influencers to be successful in their profession and maximize their impact on consumer behavior.
Keywords: Attitude Toward The Influencer, Engagement, and Purchase Intention.
Topic: Marketing Management, Relationship Marketing, Service Marketing
