Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product

https://doi.org/10.22146/ae.73195

Lukman Norhakim Panji Mandiri(1*), Jamhari Jamhari(2), Dwidjono Hadi Darwanto(3)

(1) Farma Veterinary Center, Directorate General Of Livestock And Animal Health, Ministry Of Agriculture
(2) Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta Special Region
(3) Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta Special Region
(*) Corresponding Author

Abstract


Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.


Keywords


brand awareness; brand image; influencer; purchase decision; word of mouth

Full Text:

PDF


References

Andreani, F., Gunawan, L., & Haryono, S. (2021). Social Media Influencer, Brand Awareness, and Purchase Decision Among Generation Z in Surabaya. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18–26. https://doi.org/10.9744/jmk.23.1.18-26

Bahri, S. H. & Fahkry, Z. H. (2015). Model penelitian kuantitatif berbasis SEM-Amos. Yogyakarta: Deepublish.

Dülek, B. & Saydan, R. (2020). The impact of social media advertisement awareness on brand awareness, brand image, brand attitude and brand loyalty: a research on university students.

Cespedes-Dominguez, C., Fernandez-Robin, C., & McCoy, S. (2021). The effects of celebrity characteristics on purchase intentions: A focus on consumer concern of environmental issues. Sustainability (Switzerland), 13(8), 1–17. https://doi.org/10.3390/su13084083

Choi, Y. (2018). A study of the role of e-WOM on social commerce. International Journal of E-Collaboration, 14(3), 1–18. https://doi.org/10.4018/IJeC.2018070101

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11). https://doi.org/10.1016/j.heliyon.2020.e05543

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23 (Cet. VIII.). Semarang: Badan Penerbit Universitas Diponegoro

Khasanah, M. Y., S.P., M.P., D. J., & Darwanto, S.U., P. D. I. D. H. (2021). Factor Analysis on Rice Product Labels as a Consideration for Consumer’s Purchase Decision In Yogyakarta. Agro Ekonomi, 32(1), 40–51. https://doi.org/10.22146/ae.61429

King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing, 28(3), 167–183. https://doi.org/10.1016/j.intmar.2014.02.001

Latan, Hengky dan Selva Temalagi. (2013). Analisis Multivariate Teknik dan Aplikasi Menggunakan Program IBM SPSS 20,0. Bandung: Penerbit Alfabeta.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2020). Impact of Electronic Word of Mouth on Customers’ Buying Intention Considering Trust as a Mediator: A SEM Approach. Global Business Review. https://doi.org/10.1177/0972150920976345

Masato, E., & . S. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences, 2021, 188–199. https://doi.org/10.18502/kss.v5i8.9358

Nyilasy,G. (2006). Word of Mouth: what we really know–and what we don’t. in Kirby J, Marsden P. Connected Marketing. London : Butterworth-Heinemann.

Pramesti, I. A. C., & Rahanatha, G. B. (2019). Peran Brand Image Memediasi Pengaruh Word of Mouth (WOM) Terhadap Niat Beli Konsumen. E-Jurnal Manajemen, 8(1), 113 - 141. http://doi:10.24843/EJMUNUD.2019.v08.i01.p05

Saima & Khan, A. M. (2021). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27, 503-523.
https://doi.org/10.1080/10496491.2020.1851847

Shahid,Z., Hussain,T. dan Azafar, F. (2017). The Impact of Brand Awareness on The consumers’ Purchase Intention. Journal of Marketing and Consumer Research. 33 : 34-38.

Santoso, S. 2018. Konsep Dasar dan Aplikasi SEM dengan Amos 24. Jakarta: Elex Media Komputindo.

Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. SAGE Open, 11(4). https://doi.org/10.1177/21582440211052547

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281. https://doi.org/10.1080/02650487.2019.1634898

Torlak, O., Ozkara, B., Tiltay, M., Cengiz, H., & Dulger, M. (2014). The effect of electronic word of mouth on brand image and purchase intention: An application concerning cell phone brands for youth consumers in Turkey. Journal of Marketing Development and Competitiveness, 8(2), 61.

Torres, J., Torres, P., & Augusto, M. (2019). The impact of trust and electronic word-of-mouth reviews on purchasing intention. International Journal of Entrepreneurship and Small Business, 37(1), 136–151. https://doi.org/10.1504/IJESB.2019.099884

Wang, J. J., Wang, L. Y., & Wang, M. M. (2018). Understanding the effects of eWOM social ties on purchase intentions: A moderated mediation investigation. Electronic Commerce Research and Applications, 28, 54–62. https://doi.org/10.1016/j.elerap.2018.01.011.

Weismueller,J., Harrigan,P., Wang,S. dan Soutar,G.N. (2020). Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media. Australasian Marketing Journal. 28(4). 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002

Wood,N.T. dan Munoz,C.K. (2017). How to Mobilize Social Word of Mouth (sWOM). New York : Business Expert Press.



DOI: https://doi.org/10.22146/ae.73195

Article Metrics

Abstract views : 2327 | views : 1742

Refbacks

  • There are currently no refbacks.




Copyright (c) 2018 Agro Ekonomi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

AGRO EKONOMI ISSN 0215-8787 (print) , ISSN 2541-1616 (online)  indexed by :

sinta worldcat 

 

View My Stats