Peran Influencer Digital Pada Niat Beli Konsumen: Studi Pada Influencer Merek Fashion Muslim
Abstract
This study examines the effectiveness of digital influencers in marketing brands
through their social media, especially Instagram. This study examines the influence
variables felt by followers of digital influencers on the purchase intention of brand
recommendations by influencers who have an influence on followers. This study has
two mediating variables, namely brand attachment in self-concept and expected brand
value. This type of research is a quantitative research and the method used is
convenience sampling through online surveys and asking author’s friends to share
questionnaires on their social media with the criteria have followed the Instagram
accounts of Muslim fashion brand digital influencers such as Hamidah Rachmayanti,
Gita Savitri Devi, Indah Nada Puspita, Dian Pelangi, Ria Miranda, and Jenahara
Nasution, aged 18-24. 27 years old and live in Indonesia. The total respondents who
were scored in this study were 40 pre-test respondents and 150 test respondents. The
method used is an online survey and asking the author's friends to share it on their
social media. The total sample used for this study was 40 pre-test respondents and 150
respondents. The final results of this study indicate that there are positive results on the
expected brand value on the purchase intention of the recommended brand, as well as
positive results on brand attachment in self-concept towards the purchase intention of
the recommended brand. The implication of this research is for online and offline
Muslim fashion brands to take advantage of digital influencers in marketing brands
through social media and work with digital influencers to expand consumer reach.. The
novelty obtained by the author is that Indonesian Muslim fashion companies and
brands already know the important role of digital influencers in helping to market brands and introduce brands to a wider reach. Digital influencers in Indonesia have also
proven effective in conveying information about brands so that followers are interested
and have the intention to buy the brand.
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